Turn On - Promoting Tap Water to Uni Students

588 views
481 views

Published on

Promoting Turn On brand (tap water) to students in University of Canberra

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
588
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Turn On - Promoting Tap Water to Uni Students

  1. 1. HOW CAN WE GET UC’S SUPPORT TO GOPLASTIC BOTTLE FREE?
  2. 2. [TheSituation] 90% of the $2.53 $1 for cost of per tap bottled water water litre Some 25% are NO restaurants and entertainment sourced outlet restrict from the availability tapwater of tap water Source: (HSC, 2008) (Jeff, A 2008)
  3. 3. [TheSituation]Canberra’s Water Based on ACTEW AGL’s report, Canberra’s tap water is safe to drink and well regulated. Source: (ActewAGL 2010)
  4. 4. What can we get from that?Going Bottled Free is Important for the environment, image, health And it can be done!
  5. 5. [ConsumerInsight] Consumers are described as more health conscious and socially aware They drink because they need it, for convenience, health purpose, taste, alternative to other packaged beverages and not satisfied with tap water Source: (ABWI 2010)
  6. 6. [Who Are We Talking To?] Demographics Total Population: 23,920 Age: 18 –40 years old Occupation: Student & Staff of UC Education level: College, undergraduate, postgraduate Domestic – 89% International – 11% from more than 96 countries Non English speaking background – 20% Undergraduates – 78% Over 25 years old (average) – 26%Source:(Wijaya 2010)(Good Uni Guide, 2010)(UAC, 2010)
  7. 7. [Who Are We Talking To?] Psychographics Health conscious Frequent consumers of water Active and adventurous Seek convenience Latest trends Generally not concerned on environmental issues but is aware of it Technology savvySource:Team Research & Analysis(McCrindle & Wolfinger, 2009)
  8. 8. [Who Are We Talking To?] Consumer Decision Process - Purchasing bottled water Problem recognition Thirst, dehydration from daily activities, during meals Information Search Own Bottle, Friends, Cafes (Refectory, Mizzuna, Sizzle Café), Stores (The Hub) or Vending Machines Source: Team Research & Analysis
  9. 9. [Who Are We Talking To?] Consumer Decision Process - Purchasing bottled water Evaluation of Alternatives Spring, mineral, sparkling, vitamin or flavoured water Purchase Bottled water is widely available everywhere on campus - Mount Franklin, Vitamin Water, Pump Water Source: Team Research & Analysis
  10. 10. [Who Are We Talking To?] Consumer Decision Process - Purchasing bottled water Post Purchase Behaviour The satisfaction from quenching thirst Source: Team Research & Analysis
  11. 11. The Insight?CONVENIENCE AND SATISFACTION
  12. 12. [Who Are We Talking To?] Decision Making Model in Purchasing Bottled Water Role Decision Maker Initiator Self, Family, Friends Gatekeeper Friends, Family, Colleagues Influencer Friends, Family, Colleagues Decider Self, Family Buyer Self Family User Self, Friends Source: Team Research & Analysis
  13. 13. The Insight?VERY PERSONAL YET INFLUENCED by FRIENDS and FAMILY
  14. 14. Why? What do you buy Bottled Water for?Taste Refreshment Brand Design Convenience Impulse Others 3% 8% 10% 27% 37% 6% 9% Source: Team Research & Analysis
  15. 15. The Insight?UC drink bottled water because ofREFRESHMENT and CONVENIENCE
  16. 16. How Clean?Do you think that Bottled Water is cleaner than tap water? Yes No 29% 71% Source: Team Research & Analysis
  17. 17. [OurSolution] Points of Parity and Difference + Parity: Difference: Water Free Healthy Environmental Friendly Convenient Source: Team Research & Analysis
  18. 18. The Problem? They think that bottled waterTASTE DIFFERENT and is CLEANER than tap water
  19. 19. [OurSolution] The Direction Convenience Refreshment & Satisfaction Interaction Difference: Free Source: Team Research & Analysis
  20. 20. [OurSolution] Positioning “Free and Easy”
  21. 21. [OurSolution] Key Message The Convenience of Acquiring Water Whenever and Wherever at no cost It is so easy to achieve the refreshment and satisfaction
  22. 22. [OurSolution] Brand Mantra “FREE | FUN | EASY”
  23. 23. [OurSolution] Choice Criteria It must be Adaptable It must be Appealing It must be Memorable
  24. 24. Appeals to a wide market Fun and fresh Call to ActionTranslatable across cultures
  25. 25. [OurSolution] •Action • Active interaction + involvement • Turned on
  26. 26. Key Message Theconvenience ofacquiring waterwhenever and wherever It is so easy to achieve therefreshment and satisfaction
  27. 27. 1. DIGITAL 2. PRINT3. SALES PROMOTION 4. GUERILLA 5. PR & EVENTS
  28. 28. THIS IS KIRBY We needto get her support
  29. 29. Website Takeover
  30. 30. Turning on the tap leads to microsite
  31. 31. Microsite
  32. 32. UC’s Social Media
  33. 33. UC’s Email Database
  34. 34. Copy Based Print
  35. 35. Major takeover atcomputers in UC
  36. 36. MEDIA RELEASETURN ON with UC
  37. 37. ‘TASTE TEST’
  38. 38. Giving tapwater tostudents whoate super spicysausages fortrial
  39. 39. BRAND EXTENSIONS…….
  40. 40. Biodegradable Flavor Sachets
  41. 41. COMMUNICATES CHANGES SUSTAINS
  42. 42. will youtoday?

×