Overview
The Purpose and Context
This assignment will help you to be able to assess a target market, create a marketing plan and manage the
public relations of a company.
Case Scenario
Life Water is a multi-million-dollar bottling water company that is 150 kilometers outside of Los Angeles,
California. Their local community is complaining that they are using too much water during California’s
current drought.
Life Water’s plant manager, Zara Leono, said on her personal social media page: “The water bottling industry
is not the one who uses the most water because all of the other beverages use more water to grown
additional products that are needed to create their beverages. We just sell water.”
Ms. Leono’s statement received mixed reactions, from Life Water’s critics. This is a critical time for Life Water
because they have recently spent five million dollars creating a greener company and Life Water is just
about to relaunch their elite product line, Tranquil Water, with a new bottle that is made from bioplastics.
You were chosen by the marketing team to create a marketing plan that includes the benefits of the
bioplastics as well as a logo for Tranquil Water. In addition, Life Water wants you to include a PR plan that
will promote the company’s greener plans and manage the backlash from Miss Leono’s comments.
Assignment Instructions
1. Using relevant industry information, create a marketing proposal that includes a new logo and
slogan for Tranquil Water, make sure to emphasize its use of bioplastics. (65%)
2. Create a social media PR campaign that promotes Life Water as a greener company, while also
manages Miss Leono’s comments. (35%)
Requirements
1. 3,500 – 4,000 words with APA Format
2. Double-spaced (2.0) or One and a Half (1.5) spaced
3. 12 pt. Times New Roman font
4. Page Number (footer, right bottom corner)
5. 4 major sections: Table of Content, Title Page, Main Body, References