Raindrop Marketing Communications Report V3

MAN2094 Marketing Communications - Module Co-ordinator: Dr Jason Sit, Dr Christine Rivers
Monday, November 7, 2011 14:46:03

1

Raindrop

Marketing
Communications
Report

by
Yuran
Wang,
Jieun
Kwon
&
Jenny
Slee

Monday, November 7, 2011 14:46:03 2

MAN2094
Marketing
Communications

Group
project:
Creative
commercial
&
written
report

Due:
7th

November
2011,
4pm

Raindrop
Marketing
Communications
Report

1,500
Words

Group
Member

Contribution

(in
%)

URN
Signature

Yuran
Wang
20

Jieun
Kwon
35
6205041

Jenny
Slee
45
6189368

Declaration
of
Originality:

“We
confirm
that
the
submitted
coursework
is
our
own
work
and
that
all
material

attributed
to
others
(whether
published
or
unpublished)
has
been
clearly
identified

and
fully
acknowledged
and
referred
to
original
sources.
We
agree
that
the

University
has
the
right
to
submit
our
work
to
the
plagiarism
detection
service,

TurnitinUK®
for
originality
checks.”


3

Content

I. Introduction

4-‐5

II. Discussion
–
Target
Market

6-‐9

III. Discussion
–
Creative
&
Message
Strategy

10-‐13

IV. Summary

14

V. Reference
–
Websites

15

VI. Reference
–
Reports
&
Journals

16

VII. Reference
–
Books

17

VIII. Appendices

18-‐39


I. Introduction

“A
Taste
of
Raindrop,
A
Touch
of
Rainbow”

As the UK sole distributor for “Skinny Water®”, we are proud to
bring to you “Raindrop”. Our Brand logo is a raindrop shape,
which also resembles our Brand name. “Raindrop” is a natural
theme, which links direct to water. Rainbow always come out
after rain and it reflects our colourful flavored water.
“Raindrop” is a unique zero calories flavored water that focus on
health, wellness, and meeting the needs of millions of calorie-
conscious consumers. We use natural flavors and colors found
in fruits and vegetables, a very small amount of Sucralose and
Ace-K as our sweeteners. There are ZERO calories, ZERO
sugar, ZERO sodium and ZERO preservatives, packed with
vitamins, electrolytes, and anti-oxidants. “Raindrop” is a great
tasting, multi-functional, “one-of-a-kind” beverage, and perfect
additional to an “on-the-go” healthy lifestyle. (Appendix 1: Raindrop
product flavors, information extracted from www.skinnywater.com visit dated 06.11.11)
The bottled water market consists of sparkling flavored water,
sparkling unflavored water, still flavored water and still
unflavored water. “Raindrop” is in the still flavored water market


segment, one of the unique flavored water products
characterized by zero calories. Still unflavored sales proved the
most lucrative for the UK bottled water market, generating total
revenues of $1.7 billion, equivalent to 69.4% of the market’s
total value while still flavored water sales equivalent to 9% of the
market’s total value. (Appendix 2: Industrial Profile - Bottled Water in the United
Kingdom report by Datamonitor published dated April 2011)
The UK bottled water market grew by 1.8% in 2010 to reach a
value of $2,475.5 million and by 2015 the market is forecast to
have a value of $2,782.4 million, an increase of 12.4% since
2010. UK accounts for 5% of the European bottled water
market value, such market would be very promising in the near
future. (Appendix 2: Industrial Profile - Bottled Water in the United Kingdom report by
Datamonitor published dated April 2011)
As we have seen above, the UK bottled water market is
expanding gradually, showing further demands are still
remaining in the market. Thus, entering this market and
widening our brand reputation with Rainbow would be promising
in the near future. Thus, to success in this market, “Raindrop”
sends out a unique marketing and creative message, which will
be explained in more details as follows.


II. Discussion
–
Target
Market

We use a descriptive model of segmenting and targeting to
identify our target market. (Appendix 6: Details of descriptive models of
segmenting and targeting & Appendix 7: Profitability Criteria for Targeting a
Segment & Online Target Strategies)
(Source: IMC – Using Advertising & Promotion to Build Brands by Tom
Duncan, International Edition)
Major target market for “Raindrop” is Generation Y (13-29 years
old), Generation Y are the most marketing savvy and advertising
critical generation ever. Three times the size of the pervious
Generation X, they have a much bigger impact on society and
business. (How Cool Brands Stay Hot by Joeri Van den Bergh and Mattias Behrer, 1
st
Edition published by Kogan Page 2011)


However in order to increase market share, our strategies also
focus on Generation X and Z. Generation Y are unique but they
are still influence by Generation X and will have a huge impact
on influencing Generation Z (“iGeneration”)
Generation Y are emotional and they have both positive and
negative needs - Hedonism and Escapism. According to
various industry research, Generation Y are affected by all other
Generations including Silent, Boomer, Generation X and
Generation Y. They are also affected by headteacher, politician,
sport celebrities, singers, movie stars, peers pressure is one of
the major influence and social networking has played and
extensive impact in recent years.
Definition of different Generations


Source: Pew Research Centre Jan 2010
According to the Psychological Report by Cathrine, consumer
behaviors are affected by their attitude, image, peer pressure,
the Internet, other Consumer and the empowerment and
marketing strategies. (Psychological by Cathrine V Jonsson-Boyd, Volume 40 No
9/10 European Journal of Marketing Consumer Empowerment)
Another article by Peter Gleick “The Story Behind our Obsession
of Bottled Water” also explain the consumer behavior.
Consumer behavior is mainly affected by the five scents – hear,
smell, touch, taste and scent. In our studies, Generation Y are
under the consumer behaviors influence of See, Get, Feel and
Think.
Generation Y also have a different shopping behavior, they are
influence by success brands of which giving them a trust and
feel good feeling and they prefer online shopping. Brand
conversation, brand leverage and brand image are very
important issues for Generation Y. Generation Y’s adoration for


branded emotions, they are not just after happiness. They are
after gratifications, they like challenging experience, both in
store and at events, they require full attention and social connect
such as Generation Y to Peers. (See Appendix 4, CRUSH Model extracted from
How Cool Brands Stay Hot – Branding to Generation Y by Joeri Van den Bergh and Mattias
Behrer)

Monday, November 7, 2011 14:46:03 10

III. Discussion
–
Creative
&
Message

Strategy

“Advertising
relies
on
visual
imagery
to
connect
the

perceptual
with
the
conceptual,
the
signifier
and
the

signified,
the
product
and
the
product
benefits”

Schroeder
and
Borgerson
(2003)

We are developing a brand model for our new customer, we
need to ensure our brand “Raindrop” is cool, it has it’s real brand
authenticity, it has it’s unique selling proposition and self-
identification with the brand. The messages we sent out are
based on the research of the Crush Model. (See Appendix 4, CRUSH
Model extracted from How Cool Brands Stay Hot – Branding to Generation Y by Joeri Van den
Bergh and Mattias Behrer)
“Raindrop”, our brand name as well as familiar shape
symbolizing the water, is one of the skinny water product,
characterized by unique zero calories flavored water, mixing
scientific additional substances exempt with any calorie. In the
growing bottled water market, increasing rate of still-unflavored
water is remarkable, and, thus, “Raindrop” could be positioning
with our special characteristics which would lead distinguish
from other products.
In terms of the product features, we use very different vivid
colors motivated by rainbow, emphasizing energetic and active
atmosphere. Thanks to these all aspects, “Raindrop” and
Rainbow would attract all Generation X, Y & Z.
For Generation X, their buying pattern for bottled water is from
Supermarket; we are going to build our brand name to be
recognized on shop shelves. For Generation Y, zero calorie and

Monday, November 7, 2011 14:46:03 11

colorful bottles could derive them enough to buy it. For
Generation Z, they are the “new kids on the block” and they will
be influenced majority by the Internets (Social networking) and
Generation X & Y.
On advertisement, we have focused on the making of our brand
name “Raindrop” and Rainbow stand out. Using captures of
pictures related to Rainbow, it has shown various features of
rainbow and it could lead customer’s mind into features of our
colorful bottled water “Raindrop”. The adorable young boy,
growing with touching of “Raindrop” into his mouth, and the
healthy mature tree growing with “Raindrops” expressing livable,
longevities and active. In the middle of each pictures of
raindrop, inserted rainbow pictures show more peaceful and
harmony, but also active and energetic atmosphere of our
advertisement.
Especially, at the very beginning and end of the advertisement,
we put “Raindrop” products, showing relatively longer seconds
in our advert to cover our brand image. We have tried to
harmonize our product with familiar nature Rainbow, with
believing it would be helpful to our brand positioning of
“Raindrop” & “Rainbow”, new and unaccustomed brand in
bottled water market.
The background music “Raindrops Keep Fallin’ on My Head”
reflects our brand “Raindrop” and the nature of the product. The
song has been covered numerous times and was a No. 10 hit in
the UK Singers Chart covered by French singer Sascha Distel
who is well recognised by Generation X. (Source:
http://en.wikipedia.org/wiki/Raindrops_Keep_Fallin'_on_My_Head visit dated 07.11.11)
The design of the brand logo, the brand name and the
advertisement of “Raindrop” have spread equally weight on the

Monday, November 7, 2011 14:46:03 12

creative and message strategies on real-world application,
logical flow of story, creativity and originality and clarity of
message. We believe that it will be a successful of launching
the product through the right media at the right time.
Steps in Segmenting and Targeting in line with “Raindrop” Creative and
Message Strategies
Chernov argued in his article that he chose a willingness to set
content free, relaxing the urge to require the prospect to fill out a
form in order to access content. Sometimes, it is effective to
communicate with customers, simply using their instincts and
lowering their burden to understand our advertising. (Chernov, Joe.
Visual communications: Try to sound different, not louder, B to B, 5/3/2011, Vol. 96 Issue 6, p7-
7, 1/2p). In the same way, we try to reduce the amount of
information provided by words rather sent the key message
through simple pictures and images and showing our slogan
clearly at the last moment.

Monday, November 7, 2011 14:46:03 13

By drawing on humans’ highly developed skills of perceptual
sense making, the old adage that “a picture is worth a thousand
words” may be replaced with “ a picture is worth a thousand
rows [of data]” (Youngworth 1988)

Monday, November 7, 2011 14:46:03 14

IV. Summary

As per above discussions, “Raindrop” is a unique zero calories
flavored water, our brand will be communicate to target
customers through various marketing communications. We
thank you for all the support of our marketing and research team
and looking forward to share our success with everyone.
“Raindrop” will be promoted corporate social responsibility
through ethical consumer and will continue to maintain this in all
future marketing strategies and campaigns.
“Raindrop” will use all different channels of media to promote
our brand such as: - (Appendix 7: Online Targeting Strategies), (Appendix 3: “Danone
to increase spend on bottled water brands” by Mark Choueke published 10.11.05, Marketing
Week)
• TV Advertisement in Prime time and special sponsorship
• Social Networks - Facebook, My Space or Tweeter
• Food, Living TV and Music TV Channels
• Moving Image Advertisement in major Airports, Train and
Underground Stations
• Sports clubs and events – Golf, Cricket, Rugby, Football,
Cycling, Trailer Walker and Fitness Centre
• Co-branding with major Supermarkets and Chain Stores
“A Taste of “Raindrop”, A Touch of Rainbow” - Our vision for the
product is “Be Active, Be Brave and Be Cool” and our promise to
our customer is “ Feeling Fit, Feeling Good, Feeling Happy”.
A must have not just for the unflavored bottled water market but
also for the flavored bottle water market.

Monday, November 7, 2011 14:46:03 15

V. Reference
-‐
Websites

www.betterphoto.com
www.brandchannel.com
www.cim.com
www.howcoolbrandsstayhot.com
www.insites.eu
www.itunes.com
www.marketingcharts.com
www.marketingweek.co.uk
www.pewresearch.org
www.skinnywater.com
www.youngmarketing.info
www.youtube.com

Monday, November 7, 2011 14:46:03 16

VI. Reference
–
Reports
&
Journals

“The 2009 Report on Processed and Pasteurized Non-
Carbonated Bottled Water Excluding Artificially Carbonated and
Sterile Water: World Market Segmentation by City” by Philip M
Parker PhD Chaired Professor of Management Science INSEAD
(Singapore and Fontainebleau, France) (Published by ICON
Group International, Inc. 2008)
Industrial Profile – Global Bottled Water (Published by
Datamonitor April 2011)
Industrial Profile – Bottled Water in Europe (Published by
Industrial Profile – Bottled Water in UK (Published by
Psychological by Cathrine V Jonsson-Boyd, Volume 40 No 9/10
European Journal of Marketing Consumer Empowerment
The Story Behind our Obsession with Bottled Water by Peter
Gleick
Visual Communications: Try to sound different, not louder, B to
B by Chernov, Joe, 5/3/2011, Vol. 96 Issue 6, p7-7, 1/2p)

Monday, November 7, 2011 14:46:03 17

VII. Reference
–
Books

Advertising and Promotion – An Integrated Marketing
Communications Perspective by Belch & Belch 9th
Edition
published by McGraw-Hill Irwin 2012
Brand Management – A Theoretical and Practical Approach by
Rik Riezebos with Bas Kist and Gert Kootstra 1st
Edition
published by Pearson Education Ltd 2003
How Cool Brands Stay Hot – Branding to Generation Y by Joeri
Van den Bergh and Mattias Behrer 1st
Edition published by
Kogan Page Ltd 2011
IMC – Using Advertising & Promotion to Build Brands by Tom
Duncan International Edition published by McGraw-Hill
Companies 2002
Marketing Communications – A Brand Narrative Approach by
Michael Dahlén, Fredrik Lange & Terry Smith 1st
Edition
published by John Wiley & Sons Ltd 2010
Marketing Communications – Interactivity, Communities and
Content by Chris Fill 5th
Edition published by Prentice Hall 2009
Marketing for Hospitality and Tourism by Philip Kotler, John T
Bowen and James C Makens 5th
Edition published by Pearson
Prentice Hall 2010
The Design Experience – The Role of Design and Designers in
the Twenty-First Century by Mike Press and Rachel Cooper 2nd
Edition published by MPG Books Ltd 2005


18

VIII. Appendix

1. Raindrop Product Flavors (extracted from www.skinnywater.com
visit dated 06.11.11)
a. Lemonade Passion Fruit (Total-V)
Key Nutrients: -
• Vitamins B3, B5, B6, B12 + C – energy, mental clarity
and whole body vitality
• Vitamin A – essential for the eyes, as well as skin and
immune system replenishment
• Vitamin E – boosts red blood cell and muscle
development
• Magnesium + Folic Acid – help absorb calcium for
bone health and energy production
Key Metabolizers & Electrolytes: -
• Calcium – Builds strong skeletal system
• Potassium – Helps maintain cellular hydration


19

b. Orange Cranberry Tangerine
(Wake-up)
Key Nutrients: -
• 120% RDI Vitamin C – A powerful antioxidant, boosts
body immunity; Necessary for healthy skin, teeth,
bones and blood vessels
• Vitamin A – Promotes vision health
• Vitamin E – Vitamin A regulator, neutralizes free
radicals, forms and maintains healthy-looking skin and
hair


20

c. Raspberry Pomegranate (Crave
Control)
Key Nutrients: -
• SuperCitriMax® - a patented form of an herbal extract
rich in hydroxycitrix acid (HCA), naturally derived from
the Garcinia Cambogia fruit native to parts of Asia and
known for its appetite suppressing qualities. Each
1,500 mg SuperCitriMax® serving provides 900 mg of
HCA.
• Potassium – Aids in the regulation of the body’s water
balance, helps the body hydrate and replenish


21

d. Sport Goji Black Cherry (Shape)
Key Vitamins: - A, E, B3, B5, B6
• Calcium: Mineral / Electrolyte
o Promotes strong, healthy bones & teeth
o Assists in muscle contraction, nervous
system maintenance and normal blood
clotting
• Magnesium: Mineral / Electrolyte
o Utilized in many bodily functions and
processes, magnesium activates metabolic
enzymes and critical for energy generation
• Potassium: Mineral / Electrolyte
o Blood regulator and stabilizer
o Helps keep heart, brain, kidney, muscle
tissues and other important organs of
human body in good condition
o Helps maintain the desirable water balance
for optimal health

Monday, November 7, 2011 14:46:03 22

e. Acai Grape Blueberry (Hi-Energy)
Key Ingredients: -
• Acal Extract – Contains powerful antioxidants
• Guarana – Natural caffeine stimulates metabolism
• Ginseng – Combats fatigue and stimulate
metabolism
• Vitamins B3, B6 & B12:
o Helps your body utilize energy; supports
and increases the rate of metabolism
o Maintains healthy skin and muscle tone
o Enhances immune and nervous system
function


23

f. Sport Blue Raspberry (Fit)
Key Vitamins: - B3, B5, B6
clotting
enzymes and are critical for energy
generation
for optimal health

Monday, November 7, 2011 14:46:03 24

g. Sport Pink Berry Citrus (Power)
Key Vitamins: - A, E, B3, B5, B6
Key Minerals & Electrolytes: -
clotting
generation
o Helps keep heart, brain, kidney muscle
for optimal health

Monday, November 7, 2011 14:46:03 25

h. Sport Kiwi Lime (Active)
Key Vitamins: - B3, B5, B6, C
clotting
generation
for optimal health


26

2. Industrial Profile - Bottled Water in the United Kingdom
published by Datamonitor dated April 2011
Still unflavored is the largest segment of the bottled water market in the
UK, accounting for 69.4% of the market’s total value. The sparkling
unflavored segment accounts for a further 17% of the market.
UK
Bottled
Water
Market

Segmentation
I:
%
share,
by
value,

2010(e)

Still
un(lavored

Sparkling
un(lavored

Still
(lavored

Sparkling
(lavored


27

The UK accounts for 5% of the European bottled water market value.
Germany accounts for a further 29.7% of the European market.
UK
Bottled
Water
Market

Segmentation
II:
%
share,
by
value,

2010(e)

Germany

Italy

France

UK

Rest
of
Europe


28

Groupe Danone is the leading player in the UK bottled water market,
generating a 31.7% share of the market’s value. Nestle S.A. accounts for a
further 18.2% of the market.
UK
Bottled
Water
Market
Share:
%

share,
by
volume,
2010(e)

Groupe
Danone

Nestle
S.A.

Highland
Spring

Others


29

Supermarkets / hypermarkets form the leading distribution channel in
the UK bottled water market, accounting for a 44.9% share of the total
market’s volume. Convenience Stores accounts for a further 19.2% of
the market.
UK
Bottled
Water
Market
Distribution:

%
share,
by
volume,
2010(e)

Supermarkets
/

hypermarkets

Convenience
Stores

On-‐trade

Others


30

3. “Danone to increase spend on bottled water brands by
Mark Choueke (Marketing Week (UK) 8 Aug 2008)
Volvic: Danone boosting marketing spend on brand
Danone is reported to be the market leader on 2010 partly due to their
spending on brand to maintain their market share back in 2008.


31

4. The CRUSH Model (How Cool Brands Stay Hot)

Based on years of youth research and practice with Generation Y, there are 5
success factors of a youth brand: -
Coolness: What does it mean to be a cool brand for this generation? How
do you achieve a cool status and why should you bother?
Realness: Brand authenticity is a key aspect that discerns long-term
winning brands from fads. With Generation Y, authenticity is attained in
another way the traditional approach of claiming origin, heritage or history.
Uniqueness: A clear positioning based on a sustainable brand DNA will
increase impact among youngster. This generation is craving for anchor
brands in a fragmented world. But how do you assert uniqueness when most
innovations are copied with a couple of months’ time?
Self-identification with the brand: Generation Y will only feel
emotionally connected with your brand when it feels like a friend to them.

Monday, November 7, 2011 14:46:03 32

This implies that your brand should reflect their diverse lifestyles. A better
understanding of their identity construction will make your brand fit in with
youths’ lives while embracing diversity.
Happiness: Popular youth brands know how to leverage from positive
emotions and avoid arousing negative ones.

Monday, November 7, 2011 14:46:03 33

CRUSH Test service provided by “How Cool Brands Stay Hot”


34

5. “Corporate social responsibility as cultural meaning
management: a critique of the marketing of ‘ethical’
bottles water” by Vinicius Brei and Steffen Bohm
(Business Ethics: A European Review Volume 20
Number 3 July 2011)
According to the above report, bottled water is one of the fastest-
growing industries in the world.
• Corporate social responsibility
• Cultural meaning of consumer goods
• The meaning construction of ‘ethical’ bottled water
Marketing and advertising campaigns help to turn bottled water into a
meaningful, cultural product that is not a mere utilitarian good but a
symbolic message about who we, as consumers, are.
According to Ethical Consumer Magazine, the higher the rating the
more ethical the brand. Both Ethics and online Targeting Strategies
have played a major part on such decisions.


35

Overview of the Marketing Strategies adopted in each local market of the
campaign.


36

6. Four Basic Segmentation Variables – Demographics,
Psychographics, Relationship Level and Benefits
Sought (Source: IMC – Using Advertising & Promotion to Build
Brands by Tom Duncan, International Edition)
Lifestyles can be used to segment and prioritize customers and
prospects.

Monday, November 7, 2011 14:46:03 37


38

7. Online Targeting Strategies & Profitability Criteria for
Targeting a Segment (Source: IMC – Using Advertising &
Promotion to Build Brands by Tom Duncan, International Edition)
Source: Heidi Kay, “Media Planning, A Targeting Tutorial,”
ClickZNetwork, www.searchz.com/Articles/0614993.shtml, September
21, 2000

Monday, November 7, 2011 14:46:03 39

Source: Phil Kotler and Gary Armstrong, Principles of Marketing (Upper
Saddle River, NJ: Prentice Hall, 1999, p.215)

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