The First Romanian Brand Ever Included in a British Marketing Textbook

In an unprecedented milestone, a Romanian brand – supported by the Romanian Institute of Marketing– makes its debut in a marketing textbook in the latest edition of the renowned best–seller “Marketing Communications – integrating online and offline, customer engagement and digital technologies” written by PR Smith and Zee Zook.

The Romanian natural mineral water brand AQUA Carpatica earned its place in the 8th edition due to its strategic vision and creative execution of its integrated marketing communications plan. Particularly noteworthy, its remarkable achievements in entering new markets, captured the attention of the authors.

The successful launch of this customer-centric Romanian brand in the UK market highlighted the added value this brand brings to consumers’ lives. Published by esteemed British publisher Kogan Page, the latest edition of this widely acclaimed textbook showcases captivating case studies from across the globe, spanning industries from FIFA to KFC, and featuring notable names such as Guinness, Google, Airbnb, and Amazon, alongside artists like Ed Sheeran and Ariana Grande. Notably, the updated edition integrates AI (Artificial Intelligence) applications in both its conceptual frameworks and practical communication tools, reflecting contemporary advancements in the field.

“For seven years now, during each visit from my colleagues in Great Britain, I’ve shared the inspiring narrative behind the creation of the AQUA Carpatica and Dorna brands. I emphasize the value that exceptional Romanian products can offer when driven by individuals equipped with the expertise and determination to expand into new markets. It brings me great satisfaction to witness the collaborative efforts of our team at the Marketing Institute contributing to the global recognition of top-tier marketing executed by Romanian professionals adapt at promoting national products within the fiercely competitive landscape of international retail. Behind this triumph stand not only the founders but entire teams, alongside valued agency collaborators whose partnership is now even more esteemed. What truly resonates, particularly in the case of AQUA Carpatica, is the ambition and altruism demonstrated in promoting not just a single product, but the entire category of water, elevating our national brand as a country on the global stage,” shares Oana Sav, founder of the Romanian Institute of Marketing and Center Manager of the Oxford College of Marketing in Romania.

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Renowned Irish marketing practitioner, international speaker, writer and consultant, as well as co-author of the famous SOSTAC® marketing planning methodology, PR Smith, emphasizes:

“Oana Sav insisted that I take a look at the AQUA Carpatica brand and their innovative marketing including expanding into new foreign markets, and I decided to take a closer look at who they are and what they do.”

The AQUA Carpatica case study highlights 11 examples of good practices: market research (especially investing in a deep understanding of the Romanian communities and broader markets, their needs, values and beliefs); the compelling brand story that resonated with the values and aspirations of the Romanian community and the communication in an integrated social media campaign; nurturing a cultural connection by communicating the Romanian origins and heritage of the brand, positioning it as a source of pride and connection of the Romanian community with its roots; marketing through well-targeted content – a campaign based on content related to the interests and needs of the Romanian community in Great Britain, Romanian tradition and culture and supporting Romanian events, celebrations and traditions; development of educational resources (distribution of educational materials and curation of specialized content); shared resources in the community – online accessible information, engaging users in relevant conversations and discussions; leveraging influencers and networks of the Romanian community – choosing representative brand ambassadors and building a relationship with the public; participation in Romanian cultural meetings, events and festivals; special experiences that also took into account how to build the experience with the brand, to create memories and special moments, not just a product presentation; user-generated content that helped create a sense of community; credibility, through reviews and testimonials collected from members of the Romanian community in Great Britain.

The year-long campaign comprised a multifaceted approach, including social media promotion, search engines optimization and targeted banner placements (tailored to regions with concentrated Romanian communities), Drawing from a wealth of official government data, studies, and proprietary market research, the campaign meticulously analyzed consumer preferences and behaviors. For instance, audience segmentation relied on geographic indicators tied to Romanian community demographics, including areas, regions, and postal codes, overimposed with Tesco distribution points. Additionally, age demographics pertinent to purchase decisions and language preferences were carefully considered to optimize outreach efforts.

Alina Balațchi-Lupașcu, PR & Trade Comms Director at AQUA Carpatica UK & Ireland, delves into the essential data necessary for launching into external markets, the strategic clarity imperative for brand decisions amid growth, and the foundational elements of a robust communication strategy in an episode of the Marketing Talks podcast, created by the Institute of Marketing. Notably, Alina recently embarked on the leadership program, the pinnacle of advanced courses certified by the Chartered Institute of Marketing (CIM).

“At that time, AQUA Carpatica stood out as a truly distinctive product on the UK market, with a unique selling proposition centered around its virtually non-existent nitrate levels—a crucial aspect resonating strongly with UK consumers. Additionally, its remarkably low sodium content, as elaborated in the textbook, was highlighted not only in our marketing efforts but also on the packaging itself, meticulously tailored for the UK market. Thus, we addressed a specific consumption need by offering a comprehensive, or nearly comprehensive, solution, acknowledging that there’s always room for enhancement and refinement,” elaborates Alina Balațchi-Lupașcu.

The new 8th edition of the “Marketing Communications – integrating online and offline, customer engagement and digital technologies” textbook, recommended by the Chartered Institute of Marketing for integrated communication and campaign planning courses, as well as digital marketing courses, offers readers (students and practitioners alike), countless useful tips and examples, covering all aspects of marketing communication. The volume also includes solutions to objectives related to consumer behavior, advertising campaigns, PR, virtual reality, big data, marketing automation and the use of AI.

Ted Talker, PR Smith, the author of the SOSTAC® marketing model – voted in the top of the best performing business models by the Chartered Institute of Marketing (CIM) – has written numerous books on strategic planning, communication, and digital marketing. Specializing in digital marketing strategy, digital planning, change management, marketing automation and creativity in business and marketing, PR Smith has delivered a series of strategic planning courses through the Marketing Institute.

The new intensive course “Strategy & Tactics in a Digital World – with AI Influence”, delivered by PR Smith in Romania for the Marketing Institute, will take place online, in the form of four online interactive sessions (3-hour webinar) on the days of 22-23 and 28-29 May 2024, from 9:00 a.m. This interactive digital marketing course supports organizations to stay competitive and develop optimal strategies. More details here: https://institutuldemarketing.ro/calendar/sostac-marketing-strategy-tactics-in-a-digital-world-with-ai-influence3/