Assignment: White Rock
White Rock Uses Marketing Strategies to Revitalize Company
Larry Bodkin had a tough road ahead of him when
he became president of White Rock Beverages. Founded in the late 1800s, White
Rock’s sparkling water reached its heyday in the early 20th century as the
water of the upper class. However, by the end of the century, White Rock was
struggling to survive. Growth had stagnated, and new strategies were needed to
keep the White Rock brand alive.
White Rock used a combination of different
marketing strategies to revitalize the company. For years it utilized a hybrid
distribution system to sell directly to distributors in some markets and to
retailers in other markets. In the process, White Rock uses customer service as
a differentiator between its beverages and its competitors. White Rock
customers feel like the company is responsive to their needs, with many
becoming loyal to the White Rock brand.
Another way in which White Rock differentiates
itself from companies like Coca-Cola and Pepsi is by its branding strategy. The
company recognizes that one of its key strengths is as a premium brand for a
niche market segment. White Rock targets the health-food segment by marketing
itself as a unique, healthy brand. It also capitalizes on its history as one of
the oldest sparkling beverage companies in America. This brand appeal has
become so important that White Rock challenged Coca-Cola after Coke claimed
that it created today’s modern image of Santa Claus. Bodkin demanded an apology
from Coca-Cola when it was revealed that White Rock had been using the modern
Santa Claus ad two decades prior to Coca-Cola’s Santa ads. By developing a
strong, authentic brand image, White Rock is attempting to re-assert its brand
into the minds of consumers.
White Rock’s efforts have been successful in
stimulating growth. The company grew 10 percent in 2009. However, since White
Rock recognizes that its brand has matured (meaning that growth will likely be
minimal), the company is adapting its strategy by introducing White Rock in new
containers and sizes. For instance, it developed the White Rock Punch ‘n’
Fruity juice boxes, which are meant to appeal to on-the-go consumers and
parents. Additionally, White Rock is breaking into the organic industry with
its line of White Rock organics, made with cane sugar and natural fruit
White Rock is also pursuing an acquisition
strategy of other brands. In addition to the White Rock brand, the company owns
the Sioux City and Olde Brooklyn brands. Both brand names appeal to a bygone
era. White Rock credits its nationally distributed Sioux City brand as one of
the first brand of soft drinks to carry a Western theme. Olde Brooklyn’s
flavors are named after Brooklyn neighborhoods that imbue the brand with a
sense of authenticity. Olde Brooklyn also lacks preservatives, which appeal
more to the health food market. By using brands such as Olde Brooklyn to gain
entry into health-food stores like Trader Joe’s, White Rock hopes to expand its
market of distribution and secure more growth for the company.
Sources: “Sioux City,” White Rock,
www.whiterockbeverages.com/SiouxCity.cfm (accessed April 24, 2010), “Drink
Boxes,”White Rock, www.whiterockbeverages.com/DrinkBoxes.cfm (accessed April 24, 2010); “White Rock Timeline,” White Rock,
www.whiterockbeverages.com/Timeline.cfm (accessed April 24, 2010); “CREATIVE
Beverage Merchandising,” Creative Beverage, April/May 2005, www.creativemag.com/cbev505.html(accessed April 24, 2010); PR
Newswire, “Coca-Cola’s Santa Claus: Not the Real Thing!,” PR News Online, December 15, 2006,
www.prnewsonline.com/prnewswire/407.html (accessed April 24, 2010).
This assignment will assess the following competencies: 4.
Demonstrate the ability to exhibit sound marketing decision-making, and 5.
Appraise the effectiveness of various marketing strategies.
Rock Uses Marketing Strategies to Revitalize Company, and based
on your readings from our textbook, write a 300-400 word essay in which you
address the following questions:
your introduction describe White Rock: when it started, who started it,
where it is located, what do they do, etc…
does a SWOT analysis reveal about White Rock?
has White Rock used market segmentation, targeting, and positioning in
developing and executing a plan to ensure the survival and success of the
has White Rock used the four Ps of marketing ¾ product, price, place, and
promotion ¾ to develop and execute a plan for ensuring the survival and
success of the company?
beneficial options would you suggest for this company?
The paper must be researched using at least two scholarly
or professional marketing resources, as well as the textbook.
The references must be cited and properly placed on the reference page using