bottled water product development
TRANSCRIPT
Claudia Escobar . Sona Martirosian . Yvonne ChaungNYU MS in Integrated Marketing
Bottled Water Product Development
Bottled water market
Industry Trends
Government campaigns encouraging substituting sugary drinks with water
Backlash against plastic water bottle packaging
that harms the environment.
Increased number of healthy beverage
products
Healthy living lifestyles becoming increasingly
popular in the US
Trend toward healthy eating, consuming more
natural, organic products.
Consumer Trends
Increased concern with aging
Number of anti aging products more than doubled since 2007
Numerous women’s sites recommending drinking water to improve skin and prevent aging.
Consumers more likely site lifestyle choices like exercising and drinking
water to combat signs of aging.
Women are more likely to purchase homeopathic and
herbal products, a market that is expected to have reached $6.4 billion in 2012, up 2.6%
from 2011.
Women aged 18-54 are most likely to report
consumption of flavored noncarbonated water.
Shops at whole foods
Tried (and failed) a juice cleanse
Recycles
Repurposed a flea market chair
Goes to yoga after work to relax
Prefers herbal supplements to medication
Bikes
Trying to learn to cook healthy food
Casual chic style
Prefers iced tea or water to soda
Splurges on cupcakesBuys natural beauty
products when she can
Reads fashion blogs, and occasionally checks out celeb gossip
Goes to the farmer’s market
on weekends
Orders an egg white omelet and bottomless
mimosas at brunch
Target Market Environmentally Conscious
Flips through magazine
30-55 years old
Wants to maintain a youthful looking skin
Competitive positioning & messaging • Vapor distilled water and electrolytes for taste
• Purity you can taste, hydration you can feel
• Hydrologic cycle
• Untouched by Man
• State-of-the-art bottling facility
• Distinctly soft, smooth “mouthful”
• The ultimate refreshment• Low mineral content contains carbonated
mineral water• Co-branding with upscale brands, such as Paul&
Joe and Agnes b.
• Hydration for every occasion
• Enhanced water with natural flavors
• Multiple product lines
• Live Young
• Uniquely balanced, unlike any other
• All natural and perfectly pure
• Part sustainable water company, part art project, part philanthropic project, and completely curious.
• 10% of the profit is donated to world water relief foundations
• Use carbon-filtered, purified drinking water
Competitive positioning & messaging
Competitive AnalysisIngredients
Packaging
Non-PlasticPlastic-Bottled
Purified Water
Packaging
30% plant-based
Iconic squareHighest-grade
PET resin
Flavored water with Vitamins
Glass-packagedSparkling
Boxed50% recycled
Opportunity AreaIngredients
Packaging
Non-PlasticPlastic-Bottled
Purified Water
Packaging
Water for health & beauty conscious
women with environment-
friendly packaging
WomenAge 20+
M&WAge 30+
Men & WomenAll age
Men & WomenAge 35+
M&WAge 25+
Men & WomenAge 25+
AttributesNaturalHerbal
Beneficial Sustainable
PersonalityYouthfulFeminine
FreshEarthy
BenefitsYouth RenewingImproves Skin
Hydrating
Proof PointsInfused with natural herbal ingredients
Environmentally friendly paper packaging
Brand Strategy
Positioning statement
Water that awakens your natural beautyNamed after the Greek goddess of youth who had the gift of restoring
youth and beauty by serving her rejuvenating nectar to the gods, hēbē water is your own, personal fountain of youth that helps you stay in the prime of your life. Infused with natural herbs and minerals, hēbē
water combines nature’s best herbal ingredients to deliver to you youth renewing health benefits. With sustainable packaging made from recycled paper, hēbē water is not only good for you, but also
good for the earth.
ProductRestore: hēbē Restore helps restore the natural beauty of your skin with natural ingredients that renew vitality and health. Restore is infused with goji berry, lime blossom, orange peel, and evening primrose, ingredients that are known to improve skin and reawaken your natural beauty.
Relax: hēbē Relax acquires its relaxing properties from lavender, chamomile, passion flower, hops, and valerian. Formulated to help you relax and refresh naturally, Relax calms your body and sooths your skin.
Recharge: hēbē Recharge uses the invigorating power of plants and herbs to give your body a natural boost. With the combination of cardamom, rosehip, ginkgo, Serbian ginseng, and green tea, Recharge helps you feel young and full of energy.
Packaging
Packaging
Graphic identity
Sample Imagery
Sample MessagingBrand Level • Defy your age naturally• Fountain of youth on the go• Made from nature’s best• Restore, Relax, Recharge with hēbē
Product Level• Restore:
• Restore the beauty of your skin with nature’s best ingredients • Improve skin and reawaken your natural beauty
• Relax: • Relax and refresh naturally• Calm your body and sooth your skin
• Recharge:• Use the invigorating power of nature to give your body a boost • Feel young and full of energy
Price point
Bottle size
16 OZ $1.50 $1.50 $1.50 $1.69 $1.99 $2.00 $2.00
1 Liter $2.00 N/A $2.00 $2.50 $2.25 $3.25 $2.75
Brand Assets
Logo The Primary logo to be used in all communications:• The logo will be all blue• Image of “the goddess” with Blue hēbē text and the
words “infused water” in a straight line under• Three lines of water under the image • Name must always appear with dashes about the EsSecondary logos to be used with each corresponding product packaging• Relax- Green text• Restore- Yellow text• Recharge – Orange text
TypographyAaBbCcDdEeēFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVv
WwXxYyZz
Only Verdana font can be used in on all logos and brand communications to align with the clean, simple, and fresh look of the brand. Text on all communications must be in approved shades ob Blue, Green, Yellow, Orange as listed below, or White.
Colors Blue- R:0 G:158 B:171 will be used as the primary color on all brand packaging, and logos.Green- R:141 G:193 B:74 will be used on Relax product packagingYellow- R:245 G:215 B:74 will be used on all Restore packagingOrange- R:245 G:158 B:71 will be used on all Restore packaging
Brand Management
Tactical ExamplesPrint Out Of Home
Key Activation Touch Points
Online Social
Display ads
Website
YouTube
Women’s Lifestyle
Beauty
HealthPrint
OOH
Women’s Lifestyle
Women’s Health
Fitness
Sample Giveaways
Ads
Displays
Yoga Studios
Fitness Centers
Health Food
Stores
Farmers Markets
Billboards
Bus, Subway
Women’s Events
Spas
EditorialBlogPosts
Customer
BeautyHealth
Prioritizing Touch points
Primary Touch points• Out of home
• In store displays• Sample giveaways
• Online• Social- Pinterest, Facebook, YouTube• Editorial blog posts
Secondary Touch Points• Out of Home
• Billboards• Subway/Bus
• Online• Display ads• Website
Print Ad
Out Of Home Ad
Product Launch Event
RelaxRechargeRestore
Brand Scorecard Baseline Goal Actual % of GoalMarket/Financial Performance Responders by media and tactic
OOH Online (website, banner ad) Print
Unit sales Return on Ad Spend (ROAS) Brand Awareness Recognition Recall Brand Perception Overall satisfaction Brand attribute perception Brand Attitude Attitude Purchase intention Behavior Trial Frequency Loyalty Brand Performance Inside the Organization Success of the organization’s internal implementation of the brand Employee / field satisfaction
Questions