2. Project companyThe One FoundationOnliness statement:The only
company that usesbottles of water as productwhose proceeds goes to
thosein need of water. It is anorganization that uses productsto
entice consumers thatprovide funds for those in needof clean
drinking water.
3. The One Foundation Meaning To make an impact inthe world by
to providing cleanwater in Africa. Vision - Promote
achievablebehavior change with the Do onegood thing tagline,
harnessingthe power of everyday purchases Flexibility To
communicate aunique difference that worksbeyond water, across
categoriesand capitalize on newopportunities to diversify, e.g.,buy
toilet tissue/build sanitation
4. The One Foundation Value To Imply a qualitybenefit in each
product nameand Create a system with astructured format
andconsistent colors which can bereinterpreted acrosscategories.
Sustainability To Capture thesymmetry of the idea in thecopy:
Natural refreshment foryou means new water pumps forAfrica. Thats
because 100% ofour profit helps to fund cleanwater
projects.(rebrand.com 1) Commitment To ultimatelybe an ethical
brand of choice,positively changing millions oflives
5. charity: waterOnlinessstatment: solelyfocuses on
providingclean water and usesdonations to thatparticular cause.
Meaning To use 100% ofdonations go toward waterprojects in the
field to providemore clean water Vision Starting projects
thatprovide clean water solutionsfor millions of people aroundthe
world Flexibility have brought cleanwater to over 20
countriesaround the globe
6. charity: water Value relies on persuasivestory telling based
onproviding facts about thenecessities of water in othercountries
Sustainability partneredwith 14 global organizationsincluding one
mentioned,Action Against Hunger. Commitment hundred ofvolunteers
committed tosimply bring clean drinkingwater to those in need
7. Action Against HungerOnliness Statement:The only company
focused onbecoming the largest to providefood for those in need
globally. Meaning Theyre anorganization who preventsglobal hunger
Vision aiming to endworld hunger Flexibility - Lifesavingimpact in
40+ countrieswith over 5,000+ field staffassisting more than
sevenmillion people a year
8. Action Against Hunger Value - 30+ years ofexpertise in
contexts ofconflict, disasters and foodcrises Sustainability -
Accountablemeeting all 20 BetterBusiness Bureau standards
Commitment - Highest four-starrating from CharityNavigator, seven
years in arow
9. Meaning defines what itmeans to have a communitywho is
willing to help oneanother Vision to end hunger acrossthe five
boroughs of NewYork Flexibility delivers food tomore than 500
emergencyfood programs throughoutNew York City and deliversfood
every day.City HarvestOnlinessStatement: Is the worldsfirst and New
York Citys onlyfood rescue organization
10. City Harvest Value rescues 46 millionpounds of excess food
from allsegments of the food industry. Sustainability More than
150staff members and 4,0000volunteers and nearly 2,000food donors
rescue nearly twomillion lives each year Commitment As the
worldsfirst and the citys only foodrescue organization, CityHarvest
has grown strived onending hunger for over 30years.
11. Competitive Review The One foundation Similarities: Charity
helping those in need Fundraisers Conduct projects to provide a
aresource Differences: Uses several products to benefitand provide
sources of clean water Based in the UK Onliness: The only company
thatuses bottles of water as productwhose proceeds goes to those
inneed of water. It is an organizationthat uses products to
enticeconsumers that provide funds forthose in need of clean
drinkingwater. Charity: Water Similarities: Set of volunteers
helping thosein need A charity who provides solutionsfor a needed
resource Differences: A charity using donations to providethe world
with more clean water. Focuses on the need for water inseveral
countries around theworld Onliness: Solely focuses onproviding
clean water and uses100% donations to that particularcause.
12. Competitive Review Action against Hunger Similarities:
Provides resources to differentcommunities Has several volunteers
helpingthose in need Differences: 30 years of experience Helping
more than 40countries Onliness:The only companyfocused on becoming
thelargest to provide food forthose in need globally. City Harvest
Similarities Helps provide resources forthousands of lives Conducts
relief efforts/projectsfor those in need Differences Based In New
York City Provides rescued food fromrestaurants that wouldtypically
throw the food away Onliness: Is the worlds firstand New York Citys
only foodrescue organization
13. SWOT Analysis The One Foundation Strengths: Consistent
message uses products that caninfluence 4/5 senses Allows everyone
around theworld to help those in need Weakness: Driving
distribution to majorretailers Not conducting as many
reliefprojects as competitors Not globally recognized Threats: Cost
of manufacturing theproduct Companies using similarOne slogan
Littering the product Opportunity: turning a charity brandinto a
consumer brand Capitalizing on newopportunities to diversifyproduct
chain Ethical brand of choice
14. One- Position and Value proposition Position: The One
Foundation ispositioned in a market of itsown compared to
itscompetitors byimplementing a consumerproduct into its arsenal
ofcharitable solutions. Itssimilarities is solelyproviding benefits
for those inneed, but by having a productthat meets a demand, One
hasan opportunity to be in acategory of its own. Solution: What One
needs to do isreinforce its values through itsproduct. One should
positionitself by using an experimentalcampaign related to sports
andexercise. To be up with currenttrends, they should
implementexercise challenges that getsthe viewers attention
andleverage that to introduce howtheir products can make animpact
both on their consumerand the world.
15. One-Sustainable Competitive AdvantageStrength: A consistent
message that allowseveryone around the world to help those in
needPromote achievable behavior changethrough sports and
exercise,replenishing consumers and revitalizingCountries around
the world.
16. One-Brand Strategy recommendation 1. Empower the
Consumer:The company should empowertheir consumers by showingthem
how and why they are superheroes. Every bottle they purchaseshould
provide helpful fitness/healthtips along with an engaging
storyabout a life that that consumer justchanged.This would really
get theconsumer base involved by learninghow to empower themselves
andothers around the world.
17. One-Brand Strategy recommendation 2.Educate and
challenge:One should host events thatrequire consumers to buy
itsproducts to participate. For example,starting a water balloon
competitionor egg toss challenge. Requiring thatpeople buy a
product to participatewill reinforce the brands efforts tobring
communities together whileinfluencing others.
18. One-Brand Strategy recommendation 3. Provide proof:Finally,
its important thatOne show the effects that itsconsumers are
making. To dothis, I would suggest placinga code/link on each
productthat when entered on theirsite shares an exclusive
videoshowing the viewer whatdifference they've made bybuying a
product from One.
19. Conclusion Engage through sports and exercise Empower,
replenish and revitalize Challenge and educate Provide proof
Influence the world
20. References The one foundation -
http://www.rebrand.com/best-one-foundation
http://onedifference.org/instanthero/ The Water Project:
http://thewaterproject.org/thewaterchallenge Charity: water -
http://www.charitywater.org/ City harvest -
http://www.cityharvest.org/ Action against hunger -
http://www.actionagainsthunger.org/ Levens, Michael. Marketing, 1/e
Vitalsource eBook for Full SailUniversity. Pearson Learning
Solutions. VitalBook file.