Polynya

Ahsan Khohkar

Enhanced Arctic Water

The 4 Pillars

● Brand Strategy

● Brand Management

● Brand Activation

● Brand Measurement

BRAND STRATEGY

Company

Mission: Our mission is to make lives healthier, easier and richer. General Mills is Nourishing Lives.

• Leader in multiple consumer categories globally• $17.9b in Sales for Fiscal 2014• Over half a billion in community contributions

Company

e

Worldwide, people turn to General Mills for breakfast,

lunch, dinner and snacks.

Company

e

Opportunity: To Enter the Bottled Water Category.

Consumer

Insights:

• Change in consumption behaviors from soda to healthier drinks

• 51% of consumers choose non-flavored bottled water

• Prefer value added benefits in bottled water

• Desire easy to understand beverages

Consumer

Insights:

• Women prefer premium brands within bottled water category

• 18% more women consume bottled water over men

• Recyclable packaging is important to consumers today

Consumer

Consumer

Achievers: Successful goal oriented people who focus on career and family. They favor premium products that demonstrate success to their peers.

Consumer

Target Audience:

• Women 25 - 65 years

• Income: $75K+

Consumer

• Katie is an associate partner at McKinsey & Co.• Solves complex organizational problems• Married and a mother of two kids• Top priorities are career and family• Sits on the non-profit board for her company • Leads a busy lifestyle but values health• Ensures healthy eating for the entire family• Exercises regularly• Taste for premium & contemporary lifestyle products

Achiever / Executive / MOM / Warrior

Category

Bottled water is expected to become the largest category in the US

Category

• Market value expected to grow 26% by 2017

• Market volume expected to grow 18% by 2017

Category

• “ Premium Hydration” Niche

• 12% of all consumers opt for enhanced waters

• Higher margins per bottle

• Attractive option for retailers

Competition

Company Position Key Message Asset

Smart Water Vapor Distilled Inspired by the clouds

Vita Water Bringing Clean Water to the World Save a life

ResourceMindful of the environment

and supports a lifestyle of well being

It’s more than hydration, its total electrolytenment

INSPIRATION

Antarctica, the coldest and most unexplored region in the word.

Inspired by a True Story...For over 30 years, scientists have been trying to discover the source of the coldest, deepest water on earth. They sent scientific instruments deep into the Arctic Ocean, but obstructed by ice, these instruments couldn’t make it far. If scientists find the coldest source of water, it may be the answer to regulating earth’s climate. To find this source, in the winter of 2008, scientist reached Cape Darnley in Antarctica. Cape Darnley is a region of intense sea ice formation in the winter, with a persistent polynya. Due to heavy ice in the region they were forced to move their equipment to a backup site called M3. Here the scientists witnessed 20 seals migrating, but soon the heavy ice at Cape Darnley obstructed them. Although, the odds were stacked against them, one courageous seal decided to deep dive into the ocean; piercing through ice, she lead her clan and the scientists to the coldest source of water. She went where no scientist or machine could go. All on her own, she took the first dive towards solving the earth’s climate problem.

Brand Idea

UNLOCK POSSIBILITY.Polynya provides you with the hydration and focus necessary to surpass

daily challenges that at times might seem impossible to overcome. It

enables you to be your best which in turn is the best for your family,

organization and the community at large.

Brand Platform

UNLOCK POSSIBILITY.

Personality:

● Resilient ● Bold● Elegant● Giving

Proof Points:

● General Mills● Electrolytes● Vitamins● Foundation

Brand Attributes:

● Nourishing● Eco - Friendly● Premium

Benefits:

● Premium Hydration

● Focus● Energy● Protects Marine

Life

Key Product Features

Product● Swing cap bottle● Nutritional Facts

○ L-Theanine○ B-Complex○ Electrolytes

● Foundation Information

Enhanced Arctic Water

Polynya

Nutrition FactsServing Service 1 BottleCalories 150Total Fat 0g 0%Sodium 0g 0%Carbohydrates 0g 0%Sugars 0g 0%Protein 0g 0%L-Theanine 100%B-Complex 100%*Percent daily value based on

Seal foundation will benefit from your purchase.For more infoplease go to www.seal.ce

Price Point

$1.80 $2.20 $2.50

Polyny

Price Point

Polynya $3.00

Enhanced Arctic Water

How are we different

• Differentiated Design

• Value Added Product

• Easy to Understand

• Protects Marine Life

Sample Messaging

Think Possible.

Sample MessagingThe Beauty of Possibility.

PolynyaEnhanced

Arctic Water

Marissa Mayer

BRAND MANAGEMENT

Brand Management

Although, the odds were stacked against them, one courageous seal decided to deep dive into the ocean; piercing through ice, she lead her

clan and the scientists to the coldest source of water.

She went where no scientist or machine could

go. All on her own, she took the first dive towards solving the earth’s climate problem.

Brand Story

Influencers/Customers:Tap into the ‘Achievers’ desire to give back while going after their own goals.

Sportsclubs & Foundations:Provide a new platform for community building and fundraising with a trusted partner.

Employees: Inspires community and caring for the planet leads to commitment and pride.

UNLOCK POSSIBILITY

Centralized Governance

Brand Positioning

Logo Standards

-

The logo must always be done with “Polynya” in Marck

Script and “Enhanced Arctic

Water” in Georgia.

The logo must always have stacked text:

Polynya Enhanced

Arctic Water

The logo must always be black

in all media, product or PR

communication.

Communications must always be done in Georgia

font.

Polynya Enhanced

Arctic Water

GRAPHIC IDENTITY

Logo

Brand Asset

Color Palette

Font

Marck Script

Georgia

Polynya Enhanced

Arctic Water

BRAND ACTIVATION

Key Touch Points

Home

Events & Sponsorships

Retail

OOH

Sportsclubs &

Studios

Work

Achiever / Executive / MOM Warrior

Gender: Women

HHI: $75K+

Buy brands that reflect personal style

Buy based on quality

Prioritization of Touch Points

High end- Coffee Shops- Supermarkets

GymsYogaSpinningPilates

FundraisersCharity Events

SitesSocial events

Pote

ntia

l Cu

stom

er B

ondi

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tent

ial

Cust

omer

Dro

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+

1) Trigger: Interested for Polynya triggered.- TV- Magazine- Social Media- Sportsclub/Studio- In Store

2) Information seeking: : Reads bottle, visits website and learns brand story

3) Active shopping: Compares other brands to Polynya and considers purchase

4) Buying: Makes decision to purchase Polynya.

Customer not converted: Is not convinced of Polynya brand story and premium positioning

5) Acceptance: Likes taste and falls in love with brand essence

6) Post Purchase: Starts drinking, replacing other brands.

7) Regular Usage: Begins to notice benefits after regular use. Repeat purchase and becomes an advocate of the brand.

Alignment

Rejection: Cannot distinguish experience and taste from other brands.

Website Activation

www.thinkpolynya.com

• Interactive Experience• Brand Story• Organization• Events & Partnerships• Nutritional Enhancements• Where to Buy

About us Our Water Crisis Contact Press Eco-Friendly Blog Find Us

PolynyaEnhanced

Arctic Water

UNLOCK POSSIBILITY.

Scroll to discover with Wally...

Giving Back

7% of our Annual Sales

www.saveourseas.com

Sample Ad for Partnership Activation

Save Our Seas. Unlock Possibility.

Sample Retail Activation

Sample Experiential Activation

Be Active with Save Our Seas● Fundraise● Sign Up to participate in

initiatives

“Message in Bottle” Experiential Activation

Placing bottles on beaches around the U.S. Wally sending messages to communities asking to save our seas.

BRAND MEASUREMENT

Brand Performance

Designing the brand tracking strategy

leading to the creation of the a brand tracking

report.

Choosing a methodology

Interpretation of tracking results

Identifying what to track

Marketing Activities

Brand Performance

• Understanding of the Brand

• Brand Ambassadors• Success of brand

training

•Brand recall •Preference for Brand•Connection with Brand•Brand Sentiment •Share of Voice

• Brand Performance• Brand Equity• Brand Awareness• Top of Mind• Brand Association

• Sales • Market Share - Value vs.

Volume• Marketing Spend• ROI on Marketing Spend Financial

MetricsBenchmarking

Metrics

InternalMetrics

CustomerMetrics

References

www.mnn.com/earth-matters/wilderness-resources/stories/scientists-discover-source-of-coldest-deepest-water-in

http://www.bevnet.com/magazine/issue/2013/premium-hydration-overtakes-enhanced-water

http://www.trefis.com/stock/ko/articles/222231/coca-cola-eyes-growth-in-the-sparkling-bottled-water-market/2014-01-14

http://www.claritas.com/MyBestSegments/Default.jsp?ID=30

http://en.wikipedia.org/wiki/Nestl%C3%A9_Waters

www.drinksmartwater.com

http://www.resourcewater.com

www.vitawater.org

General Mills Company Website

Marketing Management, 14E, Keller & Kotler

Zenith International “Global Premium Bottle Water Report 2013”

Mintel, Market Line Mintel, MRI Doublebase 2013

THANK YOU! Polynya Enhanced

Arctic Water