MGT 540 Marketing Management Paper

MGT540: Marketing ManagementModule Assignment: Marketing Brand Management ProposalThe Purpose and ContextThis assignment will help you to be able to assess a target market, create a marketing plan and manage thepublic relations of a company. Case ScenarioLife Water is a multi-million-dollar bottling water company that is 150 kilometers outside of Los Angeles,California. Their local community is complaining that they are using too much water during California’scurrent drought.Life Water’s plant manager, Zara Leono, said on her personal social media page: “The water bottling industryis not the one who uses the most water because all of the other beverages use more water to grownadditional products that are needed to create their beverages. We just sell water.”Ms. Leono’s statement received mixed reactions, from Life Water’s critics. This is a critical time for Life Waterbecause they have recently spent five million dollars creating a greener company and Life Water is justabout to relaunch their elite product line, Tranquil Water, with a new bottle that is made from bioplastics.You were chosen by the marketing team to create a marketing plan that includes the benefits of thebioplastics as well as a logo for Tranquil Water. In addition, Life Water wants you to include a PR plan thatwill promote the company’s greener plans and manage the backlash from Miss Leono’s comments.Assignment Instructions1. Using relevant industry information, create a marketing proposal that includes a new logo andslogan for Tranquil Water, make sure to emphasize its use of bioplastics. (65%)2. Create a social media PR campaign that promotes Life Water as a greener company, while alsomanages Miss Leono’s comments. (35%)Requirements1. 3,500 – 4,000 words (Titles, Sub-titles, Table of Content and References are NOT included in the word count) with APA Format2. Double-spaced (2.0) or One and a Half (1.5) spaced3. 12 pt. Times New Roman font4. Page Number (footer, right bottom corner)5. 4 major sections: Table of Content, Title Page, Main Body, References