Date post: | 07-Feb-2015 |
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Coca-Cola’s Dasani in UK
AGENDA
1. The history of the public relation Fiasco (2004, UK)
2. Dasani nowadays
3. Dasani portfolio
4. UK Bottled Water Market
1. Market Analysis
2. Consumers Profile
3. Competitors Analysis (Direct and Indirect)
5. SWOT Analysis
6. Time for reflections…
7. Our solution
The history of the public relations Fiasco (2004, U.K.)
1990’sChanging of consumer habits: healthy conscious
1999Launch of Coca Cola’s Dasani in U.S.A., to compete with PepsiCo’s Aquafina
10th February
2004Launch of Coca Cola’s Dasani in U.K. and starting of the controversy
18th March 2004Discovery of high levels of bromate in Dasani bottles
19th March 2004Recalled of 500,000 Dasani bottles in circulation, what hindered the plans to expand the brand to France and Germany
Dasani nowadays
TargetYoung Adults - 20 to 30 years old- Technology enthusiasts- Importance of portability of
the bottled water
Green Consumers- Choice of environmentally
friendly products- Preference for durable
products
Dasani in the World34 countries: U.S.A, Latin America, Canada…
Dasani Numbers- Coca-Cola is the 3rd
biggest bottled water supplier, with brands like Dasani
- Dasani is the 3rd biggest bottled water brand in the U.S.A, after private labels and Nestlé Pure Life
- Sales of 0.9 billion dollars in U.S.A, and a growth of 36% compared to 2012
(Source: Beverage Industry Magazine; IRI)
PositioningDasani is the bottled water that gives you a pure fresh taste, with a clean, fresh style.
Dasani Portfolio
Dasani FlavorsNatural fruit-flavored water beverages
PlantBottleLaunch of the PlantBottle, a fully recyclable bottle made from up to 30% plant-based plastic
Dasani TwistA bottle that can be twisted down to half of its original size
Dasani DropsLaunch of Dasani Drops, a concentrated flavor enhancer to add to water bottles
Dasani WaterPurified Still Water, “enhanced with minerals for a pure, fresh taste”
Marketing Auditing
UK Bottled
Water Market
Market
Analysis 2 segments in bottled water market: Still water and Sparkling Water
3 sub-segments in still bottled water market: Mineral water, spring water, purified water
Water consumption: Comparing with other packaged drinks, packaged water has the highest consumption (44.4%)
Source: European Federation of bottled waters, UK 2012
Top 3 Competitors: Highland Spring, Evian and Buxton
Sales of £1.5 billion in 2012 Expecting sales of £2 billion in 2016 £549 million revenues in 2012 Growth rate of 0,4% since 2009 to 2014 48 Businesses and 610 employed people
Sources:The Guardian, 15th April 2013
Bottled Water Production Market Research Report, Ibis World, Jul 2013
Consumers
Profile Is the richest 10% that the
most drink bottled water
Britain consumes 3 billion liters of bottled water per year
Sensibility to the price = Growing of multipacks and bigger volume packs sales
Bigger concern about health and environmental issues
Support of the home-grown brand = purchase of more local (British) bottled water products
Sources: Environmental Technology Centre, University of Nottingham
Sustainable Practices Research GroupYahoo Finance News UK & Ireland
Competitors Analysis
Direct Competitors
Company name: NestléTarget : Families and healthy conscious consumersPositioning: Quality you can trust, at an affordable priceTagline: Drink better. Live better.
Company: Highland SpringTarget: 05-45 M/FPositioning: Perfect and pure Spring waterTagline: Full of the joys
Company: DanoneTarget : 20-45 M/FPositioning: Extremely pure and distinctly differentTagline: Fills you with Volcanicity
Competitors Analysis
Indirect Competitors – Spring and Mineral
Company: NestléTarget: Young, urban and activePositioning: Natural mineral water of high quality and purity with a rejuvenating tasteTagline: Because we care, a drop of pure Britain
Competitors Analysis
Indirect Competitors – Spring and Mineral
Company: Princes LimitedTarget : Anybody at any occasionPositioning: Passionate about leading an active and healthy lifestyleTagline: 100% pure Cumbrian
Company: DanoneTarget: 16-25 M/F Positioning: Purity, equilibrium and healthTagline: Live Young
Company: Eden Springs UK Ltd. Target : Businesses Positioning: The high quality you expect and deserveTagline: Wherever you go
SWOT Analysis
STRENGTHS- Dasani is under the umbrella of
a famous worldwide brand, what means a strong network
- Long- term business experience = cost and supply chain advantages
- Dasani is the 3rd biggest bottled water supplier in the U.S.A
- Dasani is environmentally friendly
WEAKENESSES- Not made with natural spring
water
- High prices
- Not global (not present in Europe, for instance), because of the U.K. public relations scandal
SWOT Analysis
OPPORTUNITIES- Huge potential markets – Coca
Cola doesn’t have water brands in some countries, like U.K.
- Consumers have a healthier and more green lifestyle
- The bottled water market is growing
THREATS- Strong brand competitors
- Financial crisis = less money for consumers to spend
- Growth of private labels (cheaper)
- The local rules of the market (like the 7% calcium of U.K.)
Time for
reflections…
WHY U.K.? Reports inform that bottled water
industry is still growing Non saturated market comparing
with others European countries PepsiCo doesn’t have a still water in
UK yet
1. Ridiculous marketing campaign?
2. Tap water at a high price?
3. Was it a clever strategy?
As colorful as water can be.
Product
THE WATER Fresh and crystal Clear water No minerals added and according to UK law Bottled at source in Devon, England
THE PACKAGING Clear PlantBottle with up to 30% made from
plants 100% recyclable Glassy look Shock resistant Minimal Design Fully Customizable label
Price
0,49£
1,79£
Clear 0,5L Bottle
Clear 1,5L Bottle
PRICE SKIMMING STRATEGY
0,79£
3,39£
0,35£
1,50£
0,5L Bottle
1,5L Bottle
0,61£
3,09£
Placement
HORECA Try to make contracts with some of the
biggest Foodservice operators like: McDonald’s , Subway, Starbucks
RETAIL Be present in Supermarket chains like:
Tesco, Sainsbury's and Asda
INTENSIVE DISTRIBUTION
Promotion
1ST STAGE 2ND STAGE Start teasing campaign on March 1
Clear teaser published in newspapers, MUPIS and billboards all over the UK
Launch the product on March 22, the International Water Day using sampling of their product all over the main cities in the UK
Clear‘s presence in Social Media
Above-the-line promotion: TV, Radio, Cinema, Press, MUPIS
3RD STAGE
Clear will be the England Lead Supporter in the 2014 Football Word Cup in Brazil ( 12 June – 13 July)
Launch of a limited edition series of bottles with the English Flag as well as the official roster
Clear’s “Support England with your message” recycling Container
Offer of one poster with the purchase of a 6 pack 1,5L Bottles
Promotion
Thanks lads!
André Campino | Antonia Radic | Cleide Abreu | Miguel Saúde | Soraia Vale