Sample Essay Writing Paper on Romil Reye and Henry Reyes

To: Romil Reye and Henry Reyes

Problem statement: Assessment of the status of the Purely Water Company
Recommendation: For the Purely Water Company to penetrate Toronto and Canada, the marketing strategy will involve targeting the middle class that are increasingly turning to bottled water for all their residential purposes.

Short term: In the next one week
Hold a meeting with Henry and Romil and agree on the need to overhaul the firm’s marketing strategy. The firm needs to take an informative approach in marketing its pure water by placing an emphasis on the value of pure water that has less than 8PPM. This should go along with retraining the sales team on the new marketing approach.

Medium term: In six months to one year
The company needs to have a standard selling price for its product at $12 per case to avoid confusing its customers. Since the company has less financial resources, the marketing strategy to be used will be mainly the fliers, coupons and nice display of products in the grocery stores. It needs to change strategy from the premium-bottled water it is currently producing to producing private label bottled water. This will ensure that the company targets the many consumers who are price sensitive. The advantage is that the Purely Water Company will be able to sell the goods in bulk.

Long term: One year to two years
The company will come up with very attractive packaging for the water products. In the bottle water industry, the packaging is important in branding and consequently improves the sales. The company will need to take loans to finance the expansion of machinery and purchasing of new vans to ensure that the products are always available in the market.
Control and feedback
The Filipino market need not be maintained but improved. Since the president is passionate about this market, the sales people will be retrained to offer ensure this market is not left behind in the rebranding process.
Contingency plan
The company has to consider introducing other products in the same line as well as penetrating other untapped market so as to increase its market share. Such products as distilled water, mineral water and spring water which would give customers variety as well as capture a larger market. Going into other forms of advertising like radio, television and billboard advertising should be considered if sales are to increase.

Executive Summary
By: Sandra Hawken
Problem statement: Although the Purely Great Water Company is currently operating in full capacity, there is need to change the market strategy and sell the bottled water beyond the Filipino market if it has to compete with other bottled water brands in the market.
Recommendation/Implementation
Short term: Before the next one week
The New marketing plan strategy is about repositioning of the company products, pricing and promotion need to be resolved in a meeting that will consist of the marketing consultant, the company president, Henry, and the Vice president, Romil. The rebranding will go hand in hand with differentiation of products to include other type of waters like the, distilled water, mineral water and spring water.

Medium term: From six months to one year
There is need to have one uniform selling price of the bottled water per case so as not to confuse the customers. The marketing strategy to be used will be mainly the fliers, coupons and nice display of products in the grocery stores.
The company will need to retrain the sales team or get new people to do a better job of rebranding the company. In addition, sales agents should work on commissions with a limited retainer. This will increase sales since they will be paid a percentage of the sales. As it stands, the sales team is underperforming by bringing in only 40 percent of the sales.

The company needs to target the consumers of the private label bottled water brands. They constitute 50% of all the bottled water consumed. The residential consumers still form 90% of the bottled water consumers in Canada.
The marketing strategy of targeting this group of consumers will not be very different from the strategies currently employed by the company but will have greater advantage in reaching more people. The company can therefore invest the $385 in developing print advertisement in flyers to replace the newspaper advertisement. In place of word of mouth advertisement, which only brings in 40% of the current sales, the company can use the point of sale displays in grocery stores and coupons. This lean budget will not require extra financing.

Long term: From one year to two years
In the long term, marketing strategy will involves multiple packaging of the water that will include bottles of 33 cl, 50 cl, 1 litre bottle, 1.5 litres, 2 litres and 5 litres. This is very important in marketing because the packaging of the water makes the brand. The packaging used will improve the visibility of the product and sales will also increase. This healthy water can be promoted using the newspaper advertisements. The company need to invest in the machinery to increase production and vans to deliver the products to the market at the right times. This can be done by get loans from the bank.

Control and feedback
The consultant will develop a mechanism for measuring the performance of the marketing and sales strategies. This is important in retaining only the marketing methods that result in sales. The sales force will also need to be placed on performance contracts that will help in rewarding performers and taking disciplinary action on the non-performers.

Contingency plan
The company has to consider introducing other products in the same line as well as penetrating other untapped market so as to increase its market share. Such products as distilled water, mineral water and spring water which would give customers variety as well as capture a larger market. Going into other forms of advertising like radio, television and billboard advertising should be considered if sales are to increase.

Figure 1: showing the market share of the different bottled water.
Source: Exhibit 1: case 5.12 page 470

Running head: PURELY GREAT WATER COMPANY 1