2. Project company
The One Foundation
Onliness statement:
The only company that uses
bottles of water as a product
whose proceeds goes to those
in need of water. It is an
organization that uses products
to entice consumers that
provide funds for those in need
of clean drinking water.
3. The One Foundation
✚ Meaning –To make an impact in
the world by providing solutions
for clean drinking water in Africa.
✚ Vision - Promote achievable
behavior change with the ‘Do one
good thing’ tagline, harnessing
the power of everyday purchases
✚ Flexibility –To communicate a
unique difference that works
beyond water, across categories
and capitalize on new
opportunities to diversify, e.g.,
buy toilet tissue/build sanitation
4. The One Foundation
Value –To Imply a quality
benefit in each product name
and Create a system with a
structured format and
consistent colors which can be
reinterpreted across
categories.
Sustainability –To Capture the
symmetry of the idea in the
copy: “Natural refreshment for
you means new water pumps for
Africa. That’s because 100% of
our profit helps to fund clean
water projects.”(rebrand.com 1)
Commitment –To ultimately
be an ethical brand of choice,
positively changing millions of
lives
5. charity: water
Onliness
statment: solely
focuses on providing
clean water and uses
donations to that
particular cause.
Meaning –To use 100% of
donations go toward water
projects in the field to provide
more clean water
Vision – Starting projects that
provide clean water solutions
for millions of people around
the world
Flexibility – have brought clean
water to over 20 countries
around the globe
6. charity: water
Value – relies on persuasive
story telling based on
providing facts about the
necessities of water in other
countries
Sustainability – partnered
with 14 global organizations
including one mentioned,
Action Against Hunger.
Commitment – hundred of
volunteers committed to
simply bring clean drinking
water to those in need
7. Action Against Hunger
Onliness Statement:
The only company focused on
becoming the largest to provide
food for those in need globally.
Meaning – They’re an
organization who prevents
global hunger
Vision – aiming to end
world hunger
Flexibility - Lifesaving
impact in 40+ countries
with over 5,000+ field staff
assisting more than seven
million people a year
8. Action Against Hunger
Value - 30+ years of
expertise in contexts of
conflict, disasters and food
crises
Sustainability - Accountable
meeting all 20 Better
Business Bureau standards
Commitment - Highest four-star
rating from Charity
Navigator, seven years in a
row
9. Meaning – defines what it
means to have a community
who is willing to help one
another
Vision – to end hunger across
the five boroughs of New
York
Flexibility – delivers food to
more than 500 emergency
food programs throughout
New York City and delivers
food every day.
City Harvest
Onliness
Statement: Is the world’s
first and New York City’s only
food rescue organization
10. City Harvest
Value – rescues 46 million
pounds of excess food from all
segments of the food industry.
Sustainability – More than 150
staff members and 4,0000
volunteers and nearly 2,000
food donors rescue nearly two
million lives each year
Commitment – As the world’s
first and the city’s only food
rescue organization, City
Harvest has grown strived on
ending hunger for over 30
years.
11. Competitive Review
The One foundation –
Similarities:
Charity helping those in need
Fundraisers
Conduct projects to provide a a
resource
Differences:
Uses several products to benefit
and provide sources of clean water
Based in the UK
Onliness: The only company that
uses bottles of water as product
whose proceeds goes to those in
need of water. It is an organization
that uses products to entice
consumers that provide funds for
those in need of clean drinking
water.
Charity: Water –
Similarities:
Set of volunteers helping those
in need
A charity who provides solutions
for a needed resource
Differences:
A charity using donations to provide
the world with more clean water.
Focuses on the need for water in
several countries around the
world
Onliness: Solely focuses on
providing clean water and uses
100% donations to that particular
cause.
12. Competitive Review
Action against Hunger –
Similarities:
Provides resources to different
communities
Has several volunteers helping
those in need
Differences:
30 years of experience
Helping more than 40
countries
Onliness:The only company
focused on becoming the
largest to provide food for
those in need globally.
City Harvest –
Similarities
Helps provide resources for
thousands of lives
Conducts relief efforts/projects
for those in need
Differences
Based In New York City
Provides rescued food from
restaurants that would
typically throw the food away
Onliness: Is the world’s first
and New York City’s only food
rescue organization
13. SWOT Analysis The One Foundation
Strengths:
Consistent message
uses products that can
influence 4/5 senses
Allows everyone around the
world to help those in need
Weakness:
Driving distribution to major
retailers
Not conducting as many relief
projects as competitors
Not globally recognized
Threats:
Cost of manufacturing the
product
Companies using similar
‘One’ slogan
Littering the product
Opportunity:
turning a charity brand
into a consumer brand
Capitalizing on new
opportunities to diversify
product chain
Ethical brand of choice
14. One- Position and Value proposition
Position:
The One Foundation is
positioned in a market of its
own compared to its
competitors by
implementing a consumer
product into its arsenal of
charitable solutions. Its
similarities is solely
providing benefits for those in
need, but by having a product
that meets a demand, One has
an opportunity to be in a
category of its own.
Solution:
What One needs to do is
reinforce its values through its
product. One should position
itself by using an experimental
campaign related to sports and
exercise. To be up with current
trends, they should implement
exercise challenges that gets
the viewer’s attention and
leverage that to introduce how
their products can make an
impact both on their consumer
and the world.
15. One-Sustainable Competitive Advantage
Strength: A consistent message that allows
everyone around the world to help those in need
Promote achievable behavior change
through sports and exercise,
replenishing consumers and revitalizing
Countries around the world.
16. One-Brand Strategy recommendation
1. Empower the Consumer:
The company should empower
their consumers by showing
them how and why they are super
heroes. Every bottle they purchase
should provide helpful fitness/health
tips along with an engaging story
about a life that that consumer just
changed.This would really get the
consumer base involved by learning
how to empower themselves and
others around the world.
17. One-Brand Strategy recommendation
2.Educate and challenge:
One should host events that
require consumers to buy its
products to participate. For example,
starting a water balloon competition
or egg toss challenge. Requiring that
people buy a product to participate
will reinforce the brands efforts to
bring communities together while
influencing others.
18. One-Brand Strategy recommendation
3. Provide proof:
Finally, it’s important that
One show the effects that its
consumers are making. To do
this, I would suggest placing
a code/link on each product
that when entered on their
site shares an exclusive video
showing the viewer what
difference they've made by
buying 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 Sail
University. Pearson Learning Solutions. VitalBook file.
