Page 84 - Foundations of Marketing

Planning, Implementing, and Evaluating Marketing Strategies | Chapter 2 51

How White Rock Adds Marketing Sparkle

Larry Bodkin had a tough road ahead of him when he White Rock’s marketing efforts have been successful in
became president of White Rock Beverages. Founded in the stimulating revenue growth. However, since the brand has
late 1800s, White Rock’s sparkling water reached its hey- matured (meaning that growth will likely be minimal), the
day in the early 20 th century as the water of the upper class. company is adapting its strategy by introducing White Rock in
However, by the end of the century, White Rock was strug- new containers and sizes. For instance, it developed the White
gling to survive in the face of intense competition from global Rock Punch ’n’ Fruity juice boxes, which are meant to appeal
brands with gigantic marketing budgets. to on-the-go consumers and parents. Additionally, White Rock
Now more than 140 years old, White Rock has used a is breaking into the organic industry with its line of White
combination of different marketing strategies to revitalize Rock organics, made with cane sugar and natural fruit extracts.
itself. For years it utilized a hybrid distribution system to White Rock is also pursuing an acquisition strategy of
sell to distributors in some markets and to retailers in other other brands. In addition to the White Rock brand, the com-
markets. In the process, White Rock uses customer service pany owns the Sioux City and Olde Brooklyn brands, brand
as a differentiator between its beverages and its competi- names that seem connected to a bygone era. White Rock
tors. Because customers find the company responsive to their credits its nationally distributed Sioux City brand as one
needs, many stay loyal to the White Rock brand. of the first brands of soft drinks to carry a Western theme.
Another way in which White Rock differentiates itself Olde Brooklyn’s flavors are named after Brooklyn neighbor-
from companies like Coca-Cola and Pepsi is by its brand- hoods, a nostalgic appeal that connects with customers seek-
ing strategy. The company recognizes that one of its key ing brands with authenticity and history. Olde Brooklyn also
strengths is as a premium brand for a niche market segment. lacks preservatives, which helps it appeal to the health-food
White Rock targets the health-food segment by marketing market. By using brands such as Olde Brooklyn to gain entry
itself as a unique, healthy brand. It also capitalizes on its into health-food stores and other retail segments, White Rock
history as one of the oldest sparkling beverage companies has expanded its distribution to 40 states and is already plan-
18
in America. This brand appeal has become so important ning for future growth.
that White Rock challenged Coca-Cola after Coke claimed
that it created today’s modern image of Santa Claus. Questions for Discussion
Bodkin demanded an apology from Coca-Cola when it was 1. How would you describe White Rock’s strengths, weak-
revealed that White Rock had been using the modern Santa nesses, opportunities, and threats?
Claus ad two decades prior to Coca-Cola’s Santa ads. By 2. What do you think White Rock should do to gain com-
developing a strong, authentic image for each of its brands, petitive advantage?
White Rock is building on recent trends toward “artisanal” 3. What elements of the marketing mix could White Rock
foods that emphasize quality and distinctive traditions. change to improve its marketing strategy?

NOTES

1 Based on information in “P&G Expands 2 O. C. Ferrell andMichael Hartline, Marketing 5 Matthew L. Wald, “Fuel From Waste, Poised at a
Experience to Make More Innovation Experts,” Fast Strategy , 5th ed. (Mason, OH: Cengage Learning, Milestone,” New York Times , November 14, 2012,
Company , January 15, 2013, www.fastcompany. 2011), 10. www.nytimes.com/2012/11/14/business/energy-
com; “P&G Vows Stepped-Up Marketing, Cost environment/alternative-fuels-long-delayed-
3 Christian Homburg, Karley Krohmer, and John
Cutting,” Advertising Age , October 25, 2012, www promise-might-be-near-fruition.html; KiOR,
P. Workman Jr., “A Strategy Implementation
.adage.com; Patricia Odell, “P&G’s CMO on Three www.kior.com (accessed January 10, 2013).
Perspective of Market Orientation,” Journal of
Key Strategies, Mistakes, and Anthropologists,” 6 Stanley F. Slater, G. Tomas M. Hult, and Eric M.
Business Research 57 (2004): 1331–1340.
Chief Marketer , October 12, 2012, http:// Olson, “On the Importance of Matching Strategic
chiefmarketer.com; Jack Neff, “Talking the 4 “Our Starbucks Mission Statement,” Starbucks, Behavior and Target Market Selection to Business
(Internal) Talk at P&G,” Advertising Age , October www.starbucks.com/about-us/company-information/ Strategy in High-Tech Markets,” Journal of the
29, 2012, www.adage.com; www.pg.com mission-statement (accessed January 10, 2013). Academy of Marketing Science 35 (2007): 5–17.

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