Problem Solving: SodaStream

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SodaStream do not understand what people really want, which make their brand have a problem for communicating with people.

SodaStream do not understand what people really want, which make their brand have a problem for communicating with people.

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  • 1. CLIENT PRESENTATIONMAY 15, 2013MAETHUS CHAIVICHITMALAKUL
  • 2. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulAGENDA• SITUATION AND PROBLEM• INSIGHT• BIG IDEA• HOW THE IDEA WORKS• BRING THE IDEA TO LIFE
  • 3. SodaStream Client Presentation. May 15, 2013. Maethus Chaivichitmalakul
  • 4. SodaStream Client Presentation. May 15, 2013. Maethus Chaivichitmalakul“Coke is scared because in theend, regardless of how theyare produced, PLANT-BASEDPLASTICS STILL CREATE LITTERAND SOLID WASTE PROBLEMS.SODASTREAM ERASES THATPROBLEM COMPLETELY.”— one ofthe comments on the “New ColaWar” article, forbes.comGAMECHANGER
  • 5. SodaStream Client Presentation. May 15, 2013. Maethus Chaivichitmalakul(NO) PEOPLECONNECTION
  • 6. SodaStream Client Presentation. May 15, 2013. Maethus Chaivichitmalakul“For most people, it’s onlyworth it if you drink incrediblequantities of soda or sparklingwater, or IF YOU’RE A SODAMAD SCIENTIST, ADDICTEDTO EXPERIMENTATION. All ofthis makes it hard to imagineSodaStream as a true competitorto Coke and Pepsi, from a salespoint of view.”—”Should Cokeand Pepsi Be Worried AboutSodaStream?” newyorker.comPEOPLECONNECTION
  • 7. SodaStream Client Presentation. May 15, 2013. Maethus Chaivichitmalakul“Right now, people are fanaticallyloyal to their soda brands; THEYHAVE EMOTIONAL CONNECTIONSWITH SODA THAT FAR EXCEEDTHE INHERENT QUALITIES OFTHE SODA ITSELF.”—”ShouldCoke and Pepsi Be Worried AboutSodaStream?” newyorker.comPEOPLECONNECTION
  • 8. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulSTOP, THEN RE-THINK.WHAT IS OUR REAL VALUE?
  • 9. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulINSIGHT
  • 10. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulI WANT TO KNOWWHAT I EAT, SO I CANCONTROL IT.INSIGHT“Are soda beverages good for my health if I can limit thequantity of sugar in my drink?“ One of the interviewees agreedwith the statement, saying, “Sugar in beverages is not importantas I know how many teaspoons of sugar I should eat.“
  • 11. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulPEOPLE WANT TOSAVE MONEY.INSIGHT“Some 14% of all beverage-purchasing respondents in the lasttwo years report switching to private labels because they arecheaper and equally as good as their favorite brands.”— Mintel’sexclusive findings published in “America’s Changing DrinkingHabits—U.S., 2009”
  • 12. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulREUSING OVERRECYCLING.INSIGHT“In the United States, less than seven percent of our plasticsare recycled. And if you really look into it, particularly when itcomes to plastic bottles, most of it is only down-cycled, or in-cinerated, or shipped to China.”— Dianna Cohen: “Tough TruthsAbout Plastic Pollution,” Apr 2010, TED TALK
  • 13. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulCONTROLLING WHAT I EAT.SAVING MONEY.REUSING CONTAINERS.
  • 14. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulSUSTAINABLITYCONTROLLING WHAT I EAT.SAVING MONEY.REUSING CONTAINERS.
  • 15. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulBIG IDEA
  • 16. SodaStream Client Presentation. May 15, 2013. Maethus Chaivichitmalakul“THE SPARKLE OFSUSTAINABLITY.”
  • 17. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulSodastream offers sustainablityto people, which brings them theauthentic quality of life.BIG IDEA
  • 18. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulHOW THE IDEA WORKS.
  • 19. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulHEALTH TRENDS.HOW THEIDEA WORKS“In the early 2000s, America became aware of its growing obesity issueand cut back on the soda.”— “How Pepsi Went From Coke’s GreatestRival To An Also-Ran In The Cola Wars,” Mallory Russell, a writer frombusinessinsider.comHEALTHTRENDS
  • 20. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulHEALTH TRENDS.HOW THEIDEA WORKS“Preparing carbonated drinks at home, such as freshly-made SodaStreamdrinks, is a great way for parents to have greater control over thedrinks their children consume, including the type and amount of syrupadded, thereby reducing sugar intake.”—http://www.sodastream.com/thenewyou/nutrition/softdrinksLIMIT THE QUANTITYOF SUGAR IN EACHSODA DRINK.HEALTHTRENDS
  • 21. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulJohn: 29 years old,Banker.He is aware about being in goodhealth. HE FACES A HEALTHISSUE. Because he dedicateshimself too much to working, hehas no time to care abouthis health.HOW THEIDEA WORKSHEALTHTRENDS
  • 22. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulECONOMIC CONCERNS.HOW THEIDEA WORKS“Private label gains will likely accelerate in 2009 as retailers get moreaggressive at promoting their own labels. Hardest hit by this trend so farhas been bottled water, which saw a 3% increase in private label despitea 3% decline in the segment overall.”—”Non-Alcoholic Beverage: A RetailPerspective US 2009,” Mintel’s researchECONOMICCONCERNS
  • 23. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulECONOMIC CONCERNS.HOW THEIDEA WORKS“@SodaStreamUSA Diet Cola w/ lime? Now I don’t have to huntfor the elusive over priced bottles.“—@gnerph_baht DonaldMatlock, a twitter user.LONG-TERM SAVINGS.ECONOMICCONCERNS
  • 24. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulStephanie: 31 yearsold, new marriage.As a wife, she manages allhousehold costs for her family.CUTTING COSTS IS HER BIGCONSIDERATION. She is planningto have a baby soon. She knowshow costly it will be tohave a baby.HOW THEIDEA WORKSECONOMICCONCERNS
  • 25. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulENVIRONMENTAL ISSUES.HOW THEIDEA WORKSUSE LESS PLASTIC to Save Our Oceans Project: “Every piece of plasticever made still exists today, and much of this plastic has traveled fromour hands to our oceans. The most important thing you can do is useless plastic. Join the Blue movement and sign the plastic pledge”.­—SaveMyOceans.com.ECO-FRIENDLY
  • 26. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulENVIRONMENTAL ISSUES.HOW THEIDEA WORKSREUSING CONTAINERS.ECO-FRIENDLY“SodaStream also saves the average family from buying and tossing10,000 bottles/cans into landfills over a 5 year period. Let me say thatagain: Saves 10,000 cans/bottles PER family.”—Facebook user
  • 27. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulJess: 27 years old,book store owner.She is a person who isenthusiastic about healthand environment. SHE OFTENCONSUMES ECO-FRIENDLYPRODUCTS, GOOD FOR HERHEALTH AND GOOD FOR THEENVIRONMENT. However, shestill picks products based on herconvenience. If she has no choiceto pick the eco-friendly products,she can pick other products, but itdoesn’t happen often.HOW THEIDEA WORKSECO-FRIENDLY
  • 28. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulBRING THE IDEA TO LIFE.
  • 29. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulFEEL:“SUSTAINABLITYSATIFIES YOUR LIFE.”BRING THEIDEA TO LIFEFEEL
  • 30. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulBRING THEIDEA TO LIFEFEELExecute the messageabout sustainablityinto different typesof forms, and thensend the messageto varieties typesof media in order toinspire people to startdoing something forsatisfying their lives.
  • 31. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulBRING THEIDEA TO LIFEFEELTOUCH POINTS AND TACTICS• Influencers• Online Ads: viral video,infographic, microsite, blogsSEO, or PPC (pay per click)• Creating demand/following• Offline events
  • 32. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulBRING THEIDEA TO LIFELEARNLEARN:“DO ONE THINGTO SATISFY YOURSELFEVERY DAY.”
  • 33. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulBRING THEIDEA TO LIFELEARNTeach them tipsabout how to satisfytheir lives.• Easy Exercising• Saving tips• DIY reusing ideas
  • 34. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulBRING THEIDEA TO LIFELEARNTOUCH POINTS AND TACTICS• Influencers• YouTube Channel• Blogs (articles), Tumblr, andPinterest• Microsite• SodaStream Website• Building an online communityfor letting people share ideasabout how to improve qualityof life.• SEO• Demo Videos• Mobile applications or games
  • 35. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulBRING THEIDEA TO LIFEDODO:“ GET IT.USE IT.LOVE IT.”
  • 36. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulBRING THEIDEA TO LIFEDOInform people ofthe benefits ofSodaStream machinesand convince them withpromotional tactics.
  • 37. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulBRING THEIDEA TO LIFEDOTOUCH POINTS AND TACTICS• Soda recipes competition• Sponsors for TV programs• Limited time sales item• Exclusive discounts• Demo Videos• Online/offline TV commercial• Influencers• SodaStream Website• Social Media• Point of sale events
  • 38. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulBRING THEIDEA TO LIFE.“SUSTAINABLITY SATIFIESYOUR LIFE.”“DO ONE THING TO SATISFYYOURSELF EVERY DAY.”“GET IT. USE IT. LOVE IT.”
  • 39. SodaStream Client Presentation. May 15, 2013. Maethus ChaivichitmalakulTHANK YOU