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5 pages/≈1375 words
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Style:
Harvard
Subject:
Business & Marketing
Type:
Case Study
Language:
English (U.S.)
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Date:
Total cost:
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Topic:

Understanding of Waterdrop

Case Study Instructions:

Use various relevant MARK5700 theories, concepts and frameworks to assist you in answering the below questions:
1. List and discuss some of the benefits of waterdrop moving into the Multi-Channel market space(week 9?)? What are some of the potential pitfalls?. How could the pursuit of Multi-Channel presence affect marketing strategies and the customer decision journey for waterdrop- give examples?
2. If you were Martin, how should you enter this competitive market- What would be your (consumer) targeting strategy? What could your key points of differentiation be（week 3 content)? How would you position your brand? Is the product more important than the brand or vice versa? Would you recommend a push or pull strategy (note: choose one or the other- not both). For all aspects, outline your rationale.
3. Is this a good product? discuss. What do you think will be the single most significant barrier to Waterdrops diffusion? How would you overcome this? 
4. The case notes cite "Critics deplored the branding/bottling of water as contrived. Marketing essentially what is a human need" (page 4).  View the website https://blingh2o(dot)com/shop-the-collection?olsPage=products%2Fthe-ten-thousand&page=2, whereby this bottle of water retails for $2700. Why do people some people pay so much money for a product that is essentially free? Is this product and its pricing ethical? 
Case Study link (same as Part A earlier in the term): https://hbsp(dot)harvard(dot)edu/tu/db05c1ae 
Task: Individually, you are required to write a case study report that demonstrates the principles/core concepts learned in MARK5700 during Term 2, 2021 (including content from lectures, tutorials, and other course resources).
In short, your job is to answer the case study questions by demonstrating your expertise of MARK5700 (i.e the course concepts, frameworks, and theories in your work). Thus, anyone who does not cite course materials in their report will score low marks. You can supplement your response with wider research to support, but concepts/theories and frameworks should be limited to MARK5700 materials.
Word limit: 1500 words (+/- 10%) for the body of your report, inclusive of all in text references. (You should include in your submission, but exclude from word count: a title page, table of contents, appendices (if you choose to use), an executive summary, and end reference list). Note: any recommendations and conclusions need to be part of the body, thus no separate or formal section for these is required). No formal introduction is required, however any background, or contextual information relevant for each question should be included in the response to the question (and part of your word count).

Case Study Sample Content Preview:

WATERDROP: CHANGING THE PARADIGMS OF THE BEVERAGE INDUSTRY WITH LIMITED RESOURCES AND DIGITAL MARKETING
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Executive Summary
Waterdrop’s move into the global market can serve as a dual-edged sword where it promises benefits like flexibility, brand strength, and added volume of data while threatening in terms of lack of uniqueness, financial constraints, and complexity. However, a multi-channel strategy ensures comparatively smoother consumer journey. If I were Martin, I would have focused more on digital marketing, generation Z and millennial, and high-level differentiation. The final section explains as to how the company has strong rationale to keep its prices higher than usual. The reason mainly lies in the company’s ability to pull apart from conventional beverage and drink market by offering sustainable and hygienic drinks. However, it is highly recommended to steer clear from the breach of ethics while deciding on the price and pricing strategy, as the marketing strategy and how Waterdrop connects with its audience is largely dependent on its ethical twist brought to the traditional business of drinks.
Waterdrop: Changing the Paradigms of the Beverage Industry with Limited Resources and Digital Marketing
Martin Donald Murray, a founder and CEO of Waterdrop, is passionate about the non-alcoholic drink brand. Waterdrop has the vision to create a sustainable ecological footprint, disrupting the global beverage market. Reusable product packaging, customizable approach, flavors from real plant and fruits makes the product more appealable to a wider audience (PreparedFoods 2021).
Benefits of Moving Waterdrop to Multi-Channel Marketspace
Waterdrop's use of multi-channel retailing provides benefits, such as eliminating the limitation of other channels and, most importantly, more expansion results in a higher market presence and, thus, a higher market share (Anonymous 2021 Slide.82). In the pandemic era, selling products online is suitable; however, things may change in the post-COVID-19 era, and offline retail channels' significance also increases.
Waterdrop's strategy to offer products through multi-channel ensures;
* Flexibility for customers in purchase processes, especially in Waterdrop urge to adopt B2C path (Insead 2019 p.9),
* Opportunities arise to develop a strong brand among diversified customers,
* Products become accessible to customers 24 hours a day,
* More data to understand customers' behaviors from different perspectives
* And higher revenues to generate more in-house finances for future investment (Natarajan 2021), especially to move out of the supply chain – operational activities without environmental and logistics expenses (Insead 2019 p.9).
Potential Pitfalls of the Strategy
Pitfalls of multi-channels for a non-alcoholic brand like Waterdrop are:
* A new brand with a lack of financial resources to invest in labor and direct materials,
* Higher complexity in distribution channels, as currently, Waterdrop is a small business with few employees (Insead 2019 p.8),
* Lack of uniqueness in different selling channels because Waterdrop rejects existing customers' segm...
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