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Marketing

An exciting integrated marketing campaign for Deer Park water

 
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Deer Park Adventures

Integrated Marketing Communications Plan
Fall 2014


Situation Analysis

Market Share

Of four major competitors, Deer Park has the lowest market share.

 

Marketing in the Industry

All four major competitors have very similar ads in terms of concept, look, and feel.

Opportunities

Most major bottled water brands choose to distinguish themselves based on various attributes of the water itself. Deer Park thus has the opportunity to employ creative marketing communications and promote distinctive messaging.

 

Marketing Objectives

Increase sales by 3% over a two-year period
$251,637,000 (2012) → $259,186,110 (2016)

Challenges

In general, the bottled water industry faces low brand loyalty, particularly non-luxury brands. Consumers generally choose whichever brand is available, least expensive, or most convenient in terms of packaging. Bottled water also has minimal product differentiation. Products are very similar despite packaging and design.

 

Strategies and Plans

Target Market

Our target market consists of young professionals with a passion for life and adventure. They are active, but not necessarily athletes, and live in a metropolitan area.

Messaging

Deer Park water is essential to life and gives the target market the ability to be adventurous and spontaneous.
 

IMC Objective #1

Encourage brand switching by affecting 4% of other brand users over two-year period

Media Objective #1

Reach 40% of target market with new brand message over a four-month period (mid-May to mid-September) during the first year

Specific tactics include network television ads in weekly flights on prime time channels (ABC, CBS, FOX, NBC) and targeted channels (Travel, Discovery, National Geographic).

Media Objective #2

Reach 35% of target market with the brand message, at an average frequency of 5, over the two-year period

This will be achieved with a multi-platform campaign on Facebook, Twitter, Instagram, Youtube, and a campaign website. The campaign will feature a high-involvement brand message centered around the hashtag #deerparktakesme. 

Media Objective #3

Reach 20% of the target market over the course of two years, at an average frequency of 10+, by sponsoring events

Events should align with the brand message of adventure, such as marathons, obstacles races like Tough Mudder, and group travel tours like those offered by Contiki. By inducing trial, we will help associate our brand with these thrilling experiences.

 

IMC Objective #2

Convert 30% of light users into medium users over two-year period

Media Objective #1

Reach 40% of the target market with the brand message, at an average frequency of 5+, over a four-month period from mid-May to mid-September in the first year

Specific tactics will include online content marketing videos of Deer Park water accompanying travelers to exciting locations.

Media Objective #2

Reach 90% of purchasers with the brand message, at an average frequency of 520+, over the two-year period

There will be an enter-to-win sweepstakes with a chance to win a trip of a lifetime to a location featured in a content marketing video. Users will vote on the location. To enter, consumers should visit the campaign website and provide codes written on the inside of bottle caps. This will encourage repeat purchases.

Media Objective #3

Reach 20% of target market, with average frequency of 5, over one year

To achieve this goal, outdoor advertisements will be placed in major metropolitan areas.

 

 

Budget

IMC Objective #1

Encourage brand switching by affecting 4% of other brand users over two-year period

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IMC Objective #2

Convert 30% of light users into medium users over two-year period

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Total budgeted costs: $15,725,000

 

Return on Investment

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Evaluation

The marketing campaign will be evaluated based on social media metrics and sales volume, including sweepstakes data. A naturalistic inquiry approach will also be taken through pre- and post-testing and brand awareness and recognition tests.