Overview
Case Background: LifeWater Company
LifeWater is a company (treat as real/case-study company) based near Los Angeles, producing millions of bottled water units. The Director of Planning posted a tweet that received backlash — both internally from the company and externally from the public.
Key facts to use:
- The company spends $5 million annually to run a “green,” environmentally friendly operation.
- They are launching a new product line: water bottled in eco-friendly bio-plastic (“organic plastic”).
- The new product is called “Tranquil Water.”
Your Assigned Tasks (as part of the marketing team):
- Marketing Plan for Tranquil Water — using the bio-plastic specs/benefits, with a logo and slogan that reflect the “green environment” positioning.
- PR Plan — should highlight the company’s green/eco-friendly direction and address the negative fallout from the employee’s (Zara’s) tweet.
- Use the given materials: marketing proposal, logo, slogan, and the eco-benefits info provided.
- Social Media/PR angle — needs to resolve the issue caused by the employee’s controversial comment/tweet.
Doctor’s (Professor’s) Advice / Notes for Assumptions:
Since the case lacks full data, assume/fabricate reasonable numbers for:
- Whether LifeWater has competitors or not
- Current sales volume
- How much market share Tranquil Water aims to capture
- Bottle unit price (needed to price the new product)
- Competitive pricing comparison vs. competitors
- Political & economic conditions (needed for PESTEL analysis)
Structure Requested:
- Introduction — a write-up introducing LifeWater, including all background info above plus your own reasonable invented details (as instructed, feel free to build out realistic assumptions).
- Marketing Plan, following this order:
- Porter’s Five Forces
- PESTEL Analysis
- SWOT Analysis
- Final: CT (Creative Tactics / Call-to-Action strategy — confirm which “CT” your instructor means)
Note: the AI % must be lees than 10%
Thank you