1. T H E TA S KA C C O U N T P L A N N I N G S C H O O L O F T H E W E B
M A Y 2 , 2 0 1 4
2. DOUBLE SALES
to 4 million units annually
during June 2014 - June 2015
Where do we aim to be?
3. Where are we now?
V WATER’S
SITUATION:
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CURRENT
LANDSCAPE:
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FUTURE:
Sobe V Water launched UK’s first functional water with Stevia extract, with a big £2
million campaign in 2012. However, most of its campaigns have focused on its low-
calories benefits and South Beach style, without a clear target audience or brand
positioning.
Source: Euromonitor International, Bottled Water in the UK (2013)
UK’s functional water market expects a £21.6 million revenue in 2014. The majority of
the market share (61%) is taken by its main competitor, VitaminWater. V Water currently
has 12%, as a relatively new but promising player in the market. The rest of the
shares are owned smaller, private label brands.
Functional Water market is the fastest growing market within UK’s bottled water
industry, with growing health concerns and demand for convenience driving the
growth. With such growth, V Water has high potential to reach its goal; however, to do
so it must gain market share by developing a clearer brand essence.
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4. Who is currently drinking V Water?
Source: Account Planning School of Web - The Task, MRI Doublebase Survey (2013)
Women
80%
Working
Professionals
54%
College
Graduates
33%
Age
25-44
50%
Sobe drinkers index highest among:POWERWOMEN
5. Why should we care about current drinkers?
V water already has a sweet spot with Power Women. This audience has a very different demographic
and also drink primarily for a very different reason from VitaminWater’s target.
Female Male & Female
Early Gen X’ers (25-44) Millennials (18-34)
Goal: Be In Control of their Bodies Goal: Be Trendy
This audience has a population size* of 10.8M in the UK. This leaves V Water plenty of room to grow within
the segment it already has, considering how it is selling only 2 million units per year.
Source: MRI Doublebase Survey (2013), UK National Statistics (2011) *Female, Aged 25-44 who lives in the UK
6. What is the business problem?
Source: Euromonitor International, Bottled Water in the UK (2013), thedrum.com, PepsiCo and Brtivic set for multiplatform campaign to promote reliance of Sobe V Water
V Water is not talking to its drinkers!
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The ‘South Beach’ luxury style is not resonating to Power Women, whose goal of drinking
is not to have fun or to be trendy. Instead, they value the intrinsic, self-enhancing feeling of
drinking V Water.
*V Water focuses on applying its Stevia success in the US to the UK market, although Stevia may not have the same meaning to audiences in the UK: “The Stevia innovation
drove volume by 73% when it was launched in the US and we look forward to seeing it on the shelves here int he UK” Jon Evans - Head of Seed Brands for Britvic Soft Drinks
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To reach its goal, V Water has to form a
REAL BRAND CONNECTION with Power Women
beyond its taste and low-calories* product benefits.
7. So, what are Power Women’s lives like?
Source: MRI Doublebase Survey (2013), Account Planning School of Web - The Task; Note: Numbers in ( ) are index compared to General Population
They are busy working women who take pride in being able to do it all. They don’t aspire the trendy,
high-status lifestyle, but the image of having their career, decisions, and wellness all figured out is very
important for them. Yet, when they say they do yoga every saturday or always shop for the best
organic food for their families, they don’t actually have the time to do so.
Like to give impression
that life is in control (106)
Being in tune with myself
is very important (103)
Often feel life is slipping
out of control (120)
Prefer to be active, but
don’t have the time
Buy based on
quality & price (119)
Gladly switch brands
to use coupon (116)
Pay extra for product consistent with
image they want to convey (120)
Tend to make impulse
purchases (132)
Buy natural products because
concerned with health (110)
Believe vitamin supplement
improve health (112)
Often choose convenience
over health (127)
Often eat meals on
the run (118)
SAY LIFE IS IN CONTROL, BUT ACTUALLY FEEL OVERWHELMED
SAY THEY BUY RATIONALLY, BUT WOULD SPLURGE FOR IMAGE
SAY THEY EAT HEALTHY, BUT DON’T HAVE TIME TO DO SO
FOOD&HEALTHBUYINGBEHAVIORLIFEATTITUDES
VITAMIN CONVENIENCE
8. What core insight about them will help us?
GOAL
Be in control of life
REALITY
Time Starved
BELIEF
Vitamin and Holistic
Healing help
Power Women portray lives that contradict their
realities. It is important for them to be seen as
having everything in control but they are actually
time starved and slipping behind. They crave to
more time to tune in with themselves holistically
and they want to make their lives better.
9. Strategy
GOAL
Be in control of life
REALITY
Time Starved
BELIEF
Vitamin and Holistic
Healing help
Inspire Power Women to align their
goal, reality, and belief by
DOING SIMPLE GOOD
THINGS FOR THEIR BODIES
THAT GOES A LONG WAY,
EVERYDAY
12. What makes us special to do this?
Source: Euromonitor International, Bottled Water in the UK (2013), MRI Doublebase Survey (2013)
PRODUCT:
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NAME:
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NATURE:
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POSITIONING:
we win on taste and price. Once they try V Water, Power Women would want
to buy us again as a routine because we taste better and we cost less than
VitaminWater. These two aspects are key, considering how they value being
rational buyers.
we are convenient. Power Women are time starved but they want to do good
to their bodies. We provide the good benefits of the day that goes a long way,
all packed in a bottle.
We can be part of their everyday good habit because
we have the credibility. We are the second largest functional water brand,
and have international reputation. Power women believe that vitamin helps
their bodies but they would only trust high quality items. When they choose a
vitamin water they would choose us over private label brands.
we understand. Our positioning is based on understanding Power Women’s
goals of drinking and the contradicting nature of their life. That’s why we
would resonate.
13. How are we going to talk to them?TACTICCOMMSTASKBARRIER
KNOW
Power women do not know
what V Water stands for.
ACT
They lack time to do good things
for themselves.
ENGAGE
How do we make sure they
engage with V Water while doing
good things for themselves?
DRIVE AWARENESS
Establish awareness of the V
Water brand inspiring them to do
good things everyday.
SIMPLIFY START
Show how good things can be as
simple as eating well or spending a
minute with themselves, and give
them a reason to start.
CONNECT
Associate each good activity
with a V Water flavor
(eg. Kick after a good night sleep
or Glow after a yoga session)
SHOW
Print/Outdoor
Website
Video Content
INCENTIVIZE
Activity Tips/Guide Book
Reward system
SELL
Website
Point of purchase tasting
(after certain associated activities
such as restaurant or yoga studio)
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14. Campaign Architecture Recap
BUSINESS PROBLEM:
We have no real connection as a brand to our current drinkers.
POSITIONING:
We are the good thing our target can do for themselves.
CAMPAIGN IDEA:
Inspire our target to do something good for themselves, everyday.
TASK 1:
Drive Awareness
TASK 2:
Simplify Start
TASK 3:
Connect V Water to Good
