Marketing

Mar301

Assignment 11

Three Year Marketing Plan—Blue Mountain Spring Water, Inc.

Executive Summary

Blue Mountain Spring Water’s three-year marketing plan has been created by its owners to secure additional funding for growth and to inform employees of the company’s current status and future decision. Since their launch five years ago, Blue Mountain has experienced excellent revenue growth and increased market penetration. However, expansion outside their regional market is vital to Blue Mountain’s future success.

The U.S. bottled water industry is rapidly growing and becoming increasingly more profitable as consumers look for healthier alternatives to other beverages. Based on their research, the offering of bottled spring water in health food stores, gourmet supermarkets, local food stores, and to the educational market (i.e. universities and colleges) offers a great business opportunity for Blue Mountain. Today, the overall marketplace is saturated by companies that produce carbonated soft drinks. This creates a new need as consumers seek healthier beverage alternatives while still engaging in an “on the go” lifestyle. To expand on their current brand recognition, Blue Mountain will continue to promote bottled spring water at university and college events such as open houses and sports functions. In addition, they will more aggressively promote the product during harvest time when new produce is being brought to health food stores and local food markets. Based on the results from their promotional strategies, the offering of bottle spring water will expand outside of Blue Mountain’s current footprint (western and central Pennsylvania and its border-state areas) to include northwestern and southwestern regions of Pennsylvania.

Company Description

Located in the western Pennsylvania mountain region, Blue Mountain Spring Water was founded five years ago by entrepreneurs Sam Chambers and Brad Phillips. Chambers earned an undergraduate marketing degree...