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MyWater

Purple Elephant Creative

“We’re memorable”

Danny Alameddine Elva Wang

Kamaljit Rana

Purple Elephant Creative Brand Report 18 November, 2010 2

Contents

i. PART ONE Executive Summary____________________ 3 ii. PART TWO Industry Review________________________ 3 Buyer/End User Analysis______________ 4 Target Market___________________________ 6 Consumer Decision Process____________7 Positioning ____________________________ 7 Brand Elements _______________________ 8 Marketing Strategy ___________________ 11 Creative Executions ___________________ 12 Marketing Communications __________ 13 Measuring Brand Performance ________ 14 Brand Hierarchy ________________________ 15 Brand Extensions ______________________ 16 Meeting Minutes_________________________18 Bibliography ___________________________19


Part One Executive Summary Purple Elephant “We’re Memorable” The following report is an overview of different communication Strategies the University of Canberra‘s Waste Management and Sustainability Group can implement to eliminate the sale of bottled water from the University of Canberra (UC) campus by developing a waste conscious community. The UC Union sells over 57,000 plastic water bottles over the counter per year, with more than 50% of bottles contributing to landfill. MyWaters' primary objective is to encourage the use of reusable water bottles through the sale of these vessels, along with the provision of re-‐fill stations at strategic locations around the campus. The report outlines the decisions, issues and activities considered in introducing MyWater into the product market, as well as Purple Elephant’s plan to execute the marketing strategies to bring the product proposal and brand to life. The brand elements and communication strategies for our campaign stem from the core slogan for our brand, ‘MyWater -‐ Our Future’. By addressing individual action, the slogan further communicates to the community of the University in promoting the need to turn towards sustainable living. The end of the sale of bottled water on campus has the potential to act as a sustainability showcase for other institutions. MyWater commits to achieving a holistic ethos in the community and enhance the brand image of UC as the first university in Australia to implement a bottled-‐water free campus.


Part Two Industry Review Buyer/End User Analysis User Profile Today’s consumers are transforming. They are more concerned than ever about the environmental impact of products they purchase. Thus, the user profile for MyWater products and facilities, are what we refer to today as the ‘Green Consumer’. We no longer view consumers as people with an appetite for material goods, rather as human beings concerned about the condition of the world they live in. Market Segmentation The user profile extends to all human beings, as water is a basic necessity for survival. However, we can better understand our target audience by breaking it down into the following market segments: -‐ Domestic Students -‐ International Students -‐ Educators (Convenors, Lecturers, Tutors) -‐ Other Staff (cafe’s, bank, student centre) -‐ Construction workers on campus / general Visitors


Demographic Age Gender Family life cycle: Income Nationality Geographic Psychographic Behavioural User status Usage rate Attitude towards product range

Average 18 – 60 yrs Male, female $10 000 to $50 000 + Young/single/married/with children Multicultural Those people who frequent the UC campus. Socioeconomic status is varied Values, attitudes, lifestyle, young optimism, socially aware is varied. Personality is varied. Purchase occasion is regular. Benefits sought are physiological need for survival and hydration Potential user, first-‐time use, and regular user Light, medium to heavy Enthusiastic, indifferent, negative

Table 1. Market segmentation for MyWater at UC. Market Segment Influencing Factors Consumers have begun to realise the harmful impacts of environmental deterioration on their health and well-‐being thus ensuing the making of efforts toward sustainable living an attractive lifestyle choice for many. This situation creates both challenges and opportunities for MyWater. The water bottle industry, dominated by spring water, is a fast growing industry with a growth rate of between 7-‐10% per annum. Australians spend billions of dollars on bottled water per year. Bottled water competes with many other beverages. However these aren’t our only competitors. Other readily available beverages on the campus, including tea, coffee, soft drinks, energy drinks and beer all are favourable with the target market. This is mainly because they have been long embedded into consumer culture, lifestyles and habits.


The idea of carrying around a non-‐disposable water bottle is relatively new. Furthermore, the current market that does exist for water carrying vessels is yet to filter through to the wider population as leading brands, like Platypus Hydration, tend to target sporting athletes and outdoorsy folk. It is crucial that we promote a change in attitude toward a non-‐disposable lifestyle and there’s no better place to do this than a university, where the target market are susceptible to trends and influence, not only on each other but potentially on the future of our nation. MyWater has several other competitive advantages. As consumer awareness increases in regard to the health risks of re-‐using plastic water bottles, with studies on the linkages with BPA and cancer raised in the media, along with recent economic crises, many consumers are faced to reconsider purchasing bottled water behaviour. These factors all highlight a prime opportunity for MyWater to not only enter but also thrive in the Industry.

Target Market The target market for ‘My Water’ is composed of all UC students and staff. The University attracts students with diverse lifestyles, as a broad range of degrees and opportunities are offered. Students between 18 and 23 years old dominate the demographic range. The staff demography varies in age from 25-‐65. The population is culturally diverse, from varied socioeconomic backgrounds. Other Universities in Australia are also integral to our target market, as it is a Brand and product campaign they can also adopt. This presents future opportunities and partnerships for MyWater. Essentially, MyWater’s goal is to extend its boundaries promoting sustainable living to the everyday Australian.


The Consumer Decision Process Buyers in this product category are subject to a number of influences when making their buying decisions. The buyer is the person who makes the actual purchase whereas the decider the person who makes any buying decision, such as whether or not to buy, what and where to buy. Buyer behaviour is categorised by problem solving – the need to quench thirst. This basic human need suggests MyWater as a low involvement and low cost purchase that results in a positive transformational effect. • Problem Recognition -‐ Trivial to minor • Information Research – Internal to limited external search • Alternative Evaluation – Alternatives evaluated on few performance criteria • Store Choice/Selection – One stop shopping where substitution is very possible • Post-‐purchase Activities – Simple evaluation of performance

Positioning

MyWater is positioned as a one-‐off low to medium cost product with a high sustainable benefit. As seen in the positioning graph below, it differentiates itself from major competitors with its environmental benefit and cost effective strategy. Points of Parity • The same generic product as a vessel containing a beverage Points of Difference • Free and refillable • Convenient • Environmentally responsible


Graph 1 . MyWater Positioning Matrix.

Brand Elements The brand elements are possibly the most crucial ingredient of branding. They unify all aspects of the brand in an aesthetically pleasing manner, and project the brand in a way that will best suit and lure the target audience. MyWater communicates a simple concept and therefore the bottle is kept free of clutter. The choices of the brand elements are as follows: Brand Name Eliminating the sale of plastic water bottles does present the risk of a potential health hazard, that is if consumers where to replace their water intake with


other readily available beverages such as soft drink. As a measure to decreases the chances of this happening, we’ve steered away from arbitrary references, and have included the word “water” in the brand name. This creates awareness that water is still available. It’s simple and it speaks for itself. To further enrich the brand, we’ve added a personal tone, in referring to it as “MyWater”. Consumers can then be proud to own a bottle that is theirs only, and one to keep – not a disposable one. Design A logo plays a critical role in building brand equity and especially brand awareness. The design cleverly incorporates the yin yang with a transparent planet Earth on the overlay. This symbolism highlights that the world functions in a give and take philosophy. It appeals to our target as the symbol is renowned and a large percentage of international students can also resonate with this symbolism. Furthermore, two water droplets are used to create the yin yang. The general design of the bottle will also take on some raised printing where applicable, and provide a blank label for people to write their names on. Furthermore, factual statements will come with the purchase to deter people from the plastic water bottle, and encourage repurchase e.g.: ‘Did you know that recent studies link toxins such as Bisphenol A (BPA) to breast cancer and reproductive mutations?’


Slogan Slogans are powerful branding devices because, like brand names, they are an extremely efficient; shorthand means to build brand equity. The slogan “MyWater -‐ Our Future” can be received in both an urgent tone and a sympathetic one. It not only is a call to action but also stimulates thought. It reminds consumers to their responsibilities protecting our environment and in taking ownership of these MyWater bottles. Memorability The design is easily recognisable and recallable. Its boldness lends it to a memorable logo, as well as the timeless symbolism. The words “Our Future” are also important words to the green conscious consumer. Memorability is achieved in the following ways: Likability – bold, rich visual, aesthetically pleasing, colourful and positive. Transferability -‐ within and across product boundaries. The image and text can be separated for letterhead and business car designs. Adaptability -‐ Flexible and updateable Product There’s a range, from shiny flash aluminium bottles that keep the water cold to high-‐density polyethylene bottles that are clear in colour and twist open both end to allow a good hygienic wash of the bottle. It will be the ultimate on-‐the-‐go water bottle with accessories to attach it to a bicycle. They will promote the 100% leak-‐proof and spill-‐proof lid. It also has a travel clip on the handle, a wide mouth to fit ice cubes, and volume markings to help gauge water intake. 100% BPA-‐free non-‐toxic plastic won’t retain any nasty odours. Different insultating covers will also be available to personalise the bottles, similar the idea of phone covers. Pricing will be different for different sizes, ranging from 600ml for $7.95 to 1L for $16.95.


Marketing Strategy Our marketing strategy – like any other -‐ involves research into the market, gaining consumer insights to find what the consumer wants and how most efficiently and cost effectively to reach them. We aim to promote a lifestyle change so ultimately; people carry MyWater bottles on them as if it were their mobile phone or wallet. We aim to raise its personal connection through our marketing strategies, so our consumers can develop Saatchi & Saatchi’s famous concept of “Lovemarks” with the bottle. It is aimed to change attitudes and behaviour from an environmentally irresponsible one to an environmentally friendly one. Tackling Perceptions: It is crucial to prevent perceptions of MyWater from becoming a ‘profit-‐driven product in the eyes of our potential market. All integrated marketing communications will express the product in a positive light for the benefit to the individual’s health and well being, finances, and the environment. MyWater aims to promote the purity of water as a natural free resource. Another way to market this is by advertising the facts e.g.: Washing and re-‐using bottles cuts down on waste and landfill. Pricing Strategy: Recently, research company Pure Profile conducted a survey of 1000 Australians on bottled water usage for Go Tap. Over 89% believed bottled water is a costly marketing con, with over 97% saying they believe it is overpriced. Our pricing strategy will make it cheaper for the consumer to buy a MyWater refillable bottle, than to buy a bottle of mass-‐produced and distributed bottled water that has saturated the beverage market. Access to filling stations will be free of cost, and bottles from under $20. Future Trends: A majority of the sample also believed that water has become a fashion accessory. MyWater will be a trendy bottle that must appeal to a wide market. In regards to accessing free water, many Australian’s are not aware that restaurants are required to serve free tap water by law. Yet some people are embarrassed to order a glass of tap water in an expensive restaurant. We want to change the image of water as commodity rather water for life.


Creative Executions Green Marketing MyWater is a brand that tackles the concerns of society with it’s environmentally responsible and sustainability awareness initiative regarding a bottle-‐free campus. Michael J. Brune, executive director of the Rainforest Action Network, told The New York Times: “Bottled water is a business that is fundamentally, inherently, and inalterably unconscionable. No side deals to protect forests or combat global warming can offset that reality.” According to some critics, no matter how strongly bottled water brands try to minimize packaging and recycle, the idea of depleting ground water and transporting it over thousands of miles may just be unsustainable. MyWater pays close attention to consumers’ concerns with our product’s environmental impact. In providing free and refillable water for consumers in purchasing our reusable bottles and refilling it at one of our many bubblers around campus, it is both convenient and environmentally responsible. Australia’s annual use of bottled water generates more than 60,000 tonnes of Greenhouse gas emissions -‐ the same amount that 13,000 cars generate over the course of a year. MyWater can significantly reduce greenhouse gas emissions by our eco-‐friendly services to our consumers. Green Marketing will be achieved utilising many areas of the marketing mix such as banners, print ads, stickers, posters, commercials, events, fact sheet brochures, internet marketing and word of mouth. Internet Marketing MyWater will use Internet marketing, as it is relatively inexpensive and highly accessible. Accessibility is of key importance in increasing awareness and providing information prior to and during the removal of the sale of plastic water bottles to keep the public informed. MyWater can reach a wide audience for a small fraction of traditional advertising budgets. MyWater’s link and logo will displayed on the home page of University of Canberra, therefore whoever browses UC’s webpage will draw a brand association with UC as well as brand recognition with MyWater. We also plan on facilitating and running contests and giveaways via our web site. The aims of our Internet marketing are: • To improve online communication, information, and education. • Build awareness and generate hype. • Feedback for improvements and future products for MyWater. • Ranked at the top in major search engines.


• Promote an environmentally conscious community through social network sites.

Marketing Communications Objectives: • Change habits and consumer behavior to buy refillable bottles and use the bubblers for thirst management. • Key benefits: Environmental responsibility, easy access, cost benefit. • Supported by advertising and promotion drive. • Claims and promises: Health benefits and environmental impact. • Tone: Positive, friendly and encouraging. Communication Program • Articles in UC Magazines three months before. • Posters two months before • Advertising on UC Radio one month before the campaign and during it. • Launch event to begin campaign and showcase the benefits and products. Invite local media to this event with a press release to gain PR results in wider community. Communication Objectives • Inform target markets • Attract students / staff • Encourage Participation • Create hype and word of mouth (buzz marketing). • Change culture.


Criteria for IMC Programs • Consistent message • Keep within budget limitations • Use the right channels and vehicles for maximum exposure and reach Choice of Media • UC Radio • Posters • Articles and advertising in University magazines • Public relations campaign through media release and media invitations to the launch of the campaign. • Website Budget Estimate • $ 10,000 Secondary Brand Associations • Internal association with other UC tools such as UC Website and on-‐campus facilities and buildings.

Measuring Brand Performance Understanding what consumers believe, think, know and infer about a brand is critical to building and managing brand equity and performance. While sales results may measure and reflect the actual consumer behaviour (frequency of purchases), brand dimensions help understand consumer attitudes that enhance and influence this behaviour. This is vital as the competition in the market is changing the target markets behaviour and lifestyle of purchasing at the ready plastic water bottles. It is also especially important to measure brand performance on all levels as the product stems from a fairly new industry and any consumer feedback will be beneficial into the future of MyWater’s evolution. The following lists ways in which MyWater’s Brand Performance can be measured: • Qualitative and Quantitative Research Techniques: Qualitative measures are best for capturing specific consumer insights about brands, products, and


services, while quantitative insights can be employed for more generalisable information. Projective techniques are a qualitative measure which employ diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters. • Measure brand loyalty or brand substitutability: Brand audits and designing a brand equity management system and analysing sales in response to marketing efforts can help measure this. Further by measuring the differential effect that means to analyse differences in consumer responses in regard to free associations, what they think of the brand. • Survey: This form of research is highly beneficial although time consuming. Surveys can gather individual information on brand knowledge and brand awareness. They can aid to quantify the use of products, measure frequency of use of bubblers, measure benefits gained from use of the product, measure satisfaction, and choice of a brand with competitors and recall from copy of an advertisement. • Website Feedback: This is possibly the most important tool for gaining bulk feedback on the performance of MyWater for a low cost. Qualitative data responses will be crucial to measure success and potential improvements through feedback. We can also measure website traffic to see how many consumers accessed the site (number of hits), ask about product reliability, durability and serviceability, and ask about service effectiveness, efficiency and empathy. • Financial indicators: Measure sales of refillable bottles based on monetary and unit data. • Environmental Impact: Measure reduction in waste.

Brand Hierarchy A brand hierarchy refers to how an organisation structures the various named entities within its portfolio, and how they relate to each other. UC is the Master brand; the parent of what is seen to be similar to a family tree. Second are UC’s sub-‐brands followed by endorsed brands, and finally the separate (Stand-‐alone) or independent brands. MyWater consults ‘The Big five’ in branding its personality: • Sincerity: consistent with its message with a sincere concern for the environment • Excitement: Spirited with its goals and message, passion visible in IMC • Competence: Reliable and high quality products • Sophistication: Boldness of design and slogan “My Water. Our Future”


• Ruggedness: In some commercials, with its innovative large scale mission The brand name itself references one of nature’s elements, a key life force. The tone of the campaign expresses urgency. More importantly, it is not a selfish tone, as the word “My” has the potential to be. Rather addresses the community in the slogan “Our Future”. This is a thought provoking statement, highlighting the notion that every individual’s efforts count and ultimately for the unified benefit of one another. It promotes a sense of community that is crucial in changing attitudes and helping the earth’s wellbeing. It is a simple notion that satisfies the needs of beyond the socially aware green consumer to the diverse population that exists at UC. MyWater’s brand image, from the logo to its products and ethics, will remain consistent with the focus on sustainable living. Everything communicated along the way will adhere to this principle. MyWater is always about the environment, and with this goal in mind, MyWater is able to make its products superior. It allows for strong, favourable and unique brand associations to exist within the consumers’ minds as it is marketing with a purpose. However its activities will always be evolving, allowing the brand to stay relevant. By reducing the numbers of bottles that are discarded on the UC Campus from 60,000 per annum to zero, demonstrates a bold initiative by the brand. Furthermore, using a marketing mix the strategy will create and maintain brand awareness, brand recognition, brand recall and a positive brand attitude.

Brand Extensions The MyWater Brand is a sub-‐brand of the UC family brand. The UC brand has sub-‐brands that are associated with the MyWater Brand, including ‘MyUC’ and ‘MyMoodle’by nomenclature. The MyWater concept is a brand extension of these other brands that exist as a part of UC’s current branding strategy. The line extension of MyWater refers to the potential to market the brand to other organisations and institutions as a brand. It markets in such a was that it promotes how a bottle free campus will benefit the stakeholders and make a marked difference to the environmental and sustainable imperatives of these organisations and institutions. The MyWater brand, after initial market penetration and successful creation of positive brand equity, can diversify into a category extension of the brand. The products that will be marketed as a sub-‐brand of MyWater are MySoap and MyRoll. The MySoap product is an environmentally friendly soap product made from natural ingredients, and can be utilised by the Universities bathrooms’ soap dispensers.


MyRoll is an environmentally safe roll of toilet paper made from recycled paper and that uses no chemicals in its manufacturing. These two category extensions correspond with the sustainable brand equity elements of the parent brand, My Water. The brand association is based on the idea that health and hygiene are mutually beneficial and accepted notions that fit together. The sustainable and environmentally responsible ‘push” of the brand and the sub-‐brands is consistent with the brand objectives. The key objectives of the brand extensions are to differentiate and enhance MyWater from its competitors to show its credentials as the environmentally responsible brand of choice, for the essential human health and hygiene products. The positive associations between brand and sub-‐brands will be aimed to achieve greater brand awareness and promote sustainable living.


Meeting Minutes Wednesday 25th August 2010 ü Class 9am, shared information on the market industry and competitor profiles ü Discussed the direction that we would like our brand to go in, ü Divided up the next weeks work ü Present: All member s Wednesday 4th August 2010 ü Brainstormed concept ideas ü Decided Purple Elephant’ as agency name ü Present: All members Monday 23rd August 2010 ü Library 2:30pm ü Discussed branding strategies and brand extensions ü Present: All members Wednesday 23rd September ü Library 11:30am ü Practised Week 7 presentation ü Present: All members Wednesday 3 rd November 2010 ü Library 4pm ü Worked on the final report and divided up work ü Present: All members Tuesday 9th November 2010 ü Finalised report and worked on integrating last minute ideas ü Discussed presentation concepts and roles ü Present: All members


Bibliography ACT Department of Territory and Municipal Services. Retrieved 12 October 2010 from Department of Territory and Municipal Services: http://www.tams.act.gov.au/live/Recycling_and_Waste/workplace_waste_and_ recycling Australian Beverages. Beverage Market Reports . Retrieved 10 September 2010 from Australian Beverages: http://www.australianbeverages.org/scripts/cgiip.exe/ WService=ASP0002/ccms.r?PageId=10063 Australian Bottled Water Institute. Retrieved 13 October 2010 from ABWI: http:// www.bottledwater.org.au/scripts/cgiip.exe/WService=ASP0003/ ccms.r?PageId=10058 Go Tap. Bottled Water Facts Retrieved 12 October 2010 from Go Tap: http:// www.bottledwateralliance.com.au/en/Did%20you%20know/Facts.aspx University of Canberra. (2008, June 20). Planning and Statistics. Retrieved September 30 2010, from University of Canberra: http://www.canberra.edu.au/ planning-‐statistics Marketing M.O [online]. (2010) [Accessed 08/11/10]. Available from: http://www.marketingmo.com/strategic-‐planning/brand-‐strategy Jacquelyn A. Ottman and Abigail Cohen (2009). Marketing Daily Commentary [online]. [Accessed 08/11/10]. Available from: http://www.mediapost.com/publications/?fa=Articles.showArticle Laura Lake (2010). Top 10 Internet Marketing Strategies [online]. [Accessed 08/11/10]. Available from http://marketing.about.com/od/internetmarketingstrategy/a/internettips.htm Kellar, K. L. (2008). Strategic Brand Management. In K. L. Kellar. New Jersey: Pearson International Edition. Percy, L & Elliot, R. 2009, Strategic Advertising Management, 3rd Ed, Oxford: University Press://www.smartkpis.com/blog/2009/12/08/brand-‐performance-‐measurement-‐adeep-‐dive-‐into-‐consumer-‐attitudes-‐and-‐beliefs/ accessed 3/11/10 http://nondisposablelife.typepad.com/ Blogspot on sustainable living

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