Need marketing help with Strategies and Planning

Assignment: White Rock White Rock Uses Marketing Strategies to Revitalize CompanyLarry Bodkin had a tough road ahead of him whenhe became president of White Rock Beverages. Founded in the late 1800s, WhiteRock’s sparkling water reached its heyday in the early 20th century as thewater of the upper class. However, by the end of the century, White Rock wasstruggling to survive. Growth had stagnated, and new strategies were needed tokeep the White Rock brand alive.White Rock used a combination of differentmarketing strategies to revitalize the company. For years it utilized a hybriddistribution system to sell directly to distributors in some markets and toretailers in other markets. In the process, White Rock uses customer service asa differentiator between its beverages and its competitors. White Rockcustomers feel like the company is responsive to their needs, with manybecoming loyal to the White Rock brand.Another way in which White Rock differentiatesitself from companies like Coca-Cola and Pepsi is by its branding strategy. Thecompany recognizes that one of its key strengths is as a premium brand for aniche market segment. White Rock targets the health-food segment by marketingitself as a unique, healthy brand. It also capitalizes on its history as one ofthe oldest sparkling beverage companies in America. This brand appeal hasbecome so important that White Rock challenged Coca-Cola after Coke claimedthat it created today’s modern image of Santa Claus. Bodkin demanded an apologyfrom Coca-Cola when it was revealed that White Rock had been using the modernSanta Claus ad two decades prior to Coca-Cola’s Santa ads. By developing astrong, authentic brand image, White Rock is attempting to re-assert its brandinto the minds of consumers.White Rock’s efforts have been successful instimulating growth. The company grew 10 percent in 2009. However, since WhiteRock recognizes that its brand has matured (meaning that growth will likely beminimal), the company is adapting its strategy by introducing White Rock in newcontainers and sizes. For instance, it developed the White Rock Punch ‘n’Fruity juice boxes, which are meant to appeal to on-the-go consumers andparents. Additionally, White Rock is breaking into the organic industry withits line of White Rock organics, made with cane sugar and natural fruitextracts.White Rock is also pursuing an acquisitionstrategy of other brands. In addition to the White Rock brand, the company ownsthe Sioux City and Olde Brooklyn brands. Both brand names appeal to a bygoneera. White Rock credits its nationally distributed Sioux City brand as one ofthe first brand of soft drinks to carry a Western theme. Olde Brooklyn’sflavors are named after Brooklyn neighborhoods that imbue the brand with asense of authenticity. Olde Brooklyn also lacks preservatives, which appealmore to the health food market. By using brands such as Olde Brooklyn to gainentry into health-food stores like Trader Joe’s, White Rock hopes to expand itsmarket of distribution and secure more growth for the company.Sources: “Sioux City,” White Rock,www.whiterockbeverages.com/SiouxCity.cfm (accessed April 24, 2010), “DrinkBoxes,”White Rock, www.whiterockbeverages.com/DrinkBoxes.cfm (accessed April 24, 2010); “White Rock Timeline,” White Rock,www.whiterockbeverages.com/Timeline.cfm (accessed April 24, 2010); “CREATIVEBeverage Merchandising,” Creative Beverage, April/May 2005, www.creativemag.com/cbev505.html(accessed April 24, 2010); PRNewswire, “Coca-Cola’s Santa Claus: Not the Real Thing!,” PR News Online, December 15, 2006,www.prnewsonline.com/prnewswire/407.html (accessed April 24, 2010).This assignment will assess the following competencies: 4.Demonstrate the ability to exhibit sound marketing decision-making, and 5.Appraise the effectiveness of various marketing strategies.After readingWhiteRock Uses Marketing Strategies to Revitalize Company, and basedon your readings from our textbook, write a 300-400 word essay in which youaddress the following questions:Inyour introduction describe White Rock: when it started, who started it,where it is located, what do they do, etc…Whatdoes a SWOT analysis reveal about White Rock?Howhas White Rock used market segmentation, targeting, and positioning indeveloping and executing a plan to ensure the survival and success of thecompany?Howhas White Rock used the four Ps of marketing ¾ product, price, place, andpromotion ¾ to develop and execute a plan for ensuring the survival andsuccess of the company?Whatbeneficial options would you suggest for this company?The paper must be researched using at least two scholarlyor professional marketing resources, as well as the textbook. The references must be cited and properly placed on the reference page usingAPA formatting.