Cadbury 4p's

Marketing Plan: Phase I Paper

Marketing is utilizing the necessary resources committed in the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships consistent with corporate objectives while realizing and enhancing customer needs. The first step in the process is beginning the marketing plan. A considerable amount of time should be allocated to this stage; success begins with the proper strategy. A marketing plan begins with the organizational overview and mission statement, product description, a SWOTT analysis and marketing research. In addition to these topics, you will find herein a section outlining the importance of marketing.

Overview

In July of 1970, the White House and Congress joined forces to establish the Environmental Protection Agency, or EPA, in response to the rising community need for cleaner water, air and land. Preceding the establishment of the EPA, the federal government was not liable for making attacks on the pollutants that contaminate human health and disgrace the environment. The EPA was assigned the overwhelming task of repairing the damage previously done to the natural environment and establish new criterion to steer Americans in making a cleaner environment an actuality (U.S. Environmental Protection Agency, n.d.).

Water purification is the removal of contaminants from raw water to produce drinking water that is potable enough for human consumption. Substances that are removed during the process of drinking water treatment include bacteria, algae, viruses, fungi, minerals, and man made chemical pollutants (Wikipedia, 2006). Water purification is one of the most basic techniques needed for sustainable living in the developing world. It requires the employment of very basic accessible technologies within reach of almost anyone to ensure that even people in remote villages can have safe, healthy water for drinking, washing, and agriculture. Unfortunately, most of the world's population lacks these technologies for what ever reason (Dietz, 1999).

Aquatio International, a United States based company established in 1996, is a global provider of water kiosks bringing potable drinking water at a substantially reduced cost to the world population. Aquatio International is located in Retaw, Texas Ð'- home of Retaw State University. Aquatio is a company dedicated to excellence in the design and manufacture of water filtration and purification systems for disaster relief and lesser developed economies. Though Aquatio enjoys a reputation in the water purification industry for designing and manufacturing quality products, a complete SWOTT analysis must be performed to properly define the opportunity (see Figure 1).

Mission

The mission of Aquatio International is to become the obvious choice of consumers in the fast growing water filtration industry by developing top-quality water filtration kiosks in North America and global markets. AI is committed to marketing pure and abundant water for personal and commercial use, and will excel in the production of our product to promote recreation, tourism, and economic development. The company's strategy is to provide an affordable solution to the worldwide community, including rural and under-developed countries, related to clean, safe drinking water and other technology to meet regional water needs. Our kiosks will enable our distributors to meet the needs of their consumers for new, economical, and innovative water filtration products and systems providing safe and clean water throughout the world. Aquatio International will be the brand leader in the water filtration trade and renowned for our effectiveness.

Product Description

In the wake of hurricane Katrina last year, AI wants to ensure that the people of New Orleans and along the Gulf Coast have a clean, safe, and affordable supply of water. The company developed a product that will enable everyone to obtain potable water. AI will install water purification kiosks that will provide customers with good water. During a natural disaster, the financial network of affected communities shut down. If the disaster happens in the United States, visa credit cards are issued by the Federal Emergency Management Agency (FEMA). To make it easier for these consumers, AI kiosks will accept credit cards for payment, as well as currency (Liquid Action, n.d.). Whether young or old, little or big, one will be able to use the kiosk. The kiosk will have a touch screen for easy and convenient use. It will be able to dispense one, two, three, five and 20 gallon jugs of water. When kiosks are staged in foreign countries around the world, each kiosk will be accept the existing sovereign currency. The kiosks will be available 24 hours a day, seven days a week. Since AI will focus primarily on areas that have been affected by natural disasters, rural areas, and poverty stricken countries, our kiosks will use ultraviolet sensors and reverse osmosis to purify water (About, 2006).

In order to ensure the kiosks are secure, each kiosk will be equipped with coin mechanisms that use a state of the art counter measure for stringing and slugs. Heavy duty lexan decal is applied for heavy use and preventing vandalism (Liquid Action, n.d.). The kiosk will also be equipped with tamper alarms to point out a malfunction. This will be monitored by AI corporate offices. An all stainless steel recess nozzle to prevent any type of contamination and an extremely heavy duty face and cabinet that are completely welded stainless still for absolutely the strongest kiosk available (Liquid Action, n.d.). AI distributor will be responsible for equipment maintenance. Malfunctions and water availability will be monitored by Aquatio International's cellular linked system.

The Importance of Marketing

There is an old saying, "Marketing is everything, and everything is marketing". Everyone is exposed to marketing in some way, whether at work or home. Customers are inundated by advertising on billboards, t-shirts, radio and television. No consumer can escape from these campaigns, and no business, should be operating without a marketing plan to identify potential customers, their needs and wants to keep them coming back for more. Marketers must be able to get a message to customers, and be familiar with the product and product planning to keep the customer's attention when presenting a product and making money. Marketing plans may be for new products and services being introduced for existing products or services.

There are three basic ideas in marketing concept:

1.) Customer