Problem Solving: SodaStream

CLIENT PRESENTATION
MAY 15, 2013
MAETHUS CHAIVICHITMALAKUL

SodaStream Client Presentation. May 15, 2013. Maethus Chaivichitmalakul
AGENDA
• SITUATION AND PROBLEM
• INSIGHT
• BIG IDEA
• HOW THE IDEA WORKS
• BRING THE IDEA TO LIFE

“Coke is scared because in the
end, regardless of how they
are produced, PLANT-BASED
PLASTICS STILL CREATE LITTER
AND SOLID WASTE PROBLEMS.
SODASTREAM ERASES THAT
PROBLEM COMPLETELY.”— one of
the comments on the “New Cola
War” article, forbes.com
GAME
CHANGER

(NO) PEOPLE
CONNECTION

“For most people, it’s only
worth it if you drink incredible
quantities of soda or sparkling
water, or IF YOU’RE A SODA
MAD SCIENTIST, ADDICTED
TO EXPERIMENTATION. All of
this makes it hard to imagine
SodaStream as a true competitor
to Coke and Pepsi, from a sales
point of view.”—”Should Coke
and Pepsi Be Worried About
SodaStream?” newyorker.com
PEOPLE
CONNECTION

“Right now, people are fanatically
loyal to their soda brands; THEY
HAVE EMOTIONAL CONNECTIONS
WITH SODA THAT FAR EXCEED
THE INHERENT QUALITIES OF
THE SODA ITSELF.”—”Should
Coke and Pepsi Be Worried About
SodaStream?” newyorker.com
PEOPLE
CONNECTION

STOP, THEN RE-THINK.
WHAT IS OUR REAL VALUE?

INSIGHT

I WANT TO KNOW
WHAT I EAT, SO I CAN
CONTROL IT.
INSIGHT
“Are soda beverages good for my health if I can limit the
quantity of sugar in my drink?“ One of the interviewees agreed
with the statement, saying, “Sugar in beverages is not important
as I know how many teaspoons of sugar I should eat.“

PEOPLE WANT TO
SAVE MONEY.
INSIGHT
“Some 14% of all beverage-purchasing respondents in the last
two years report switching to private labels because they are
cheaper and equally as good as their favorite brands.”— Mintel’s
exclusive findings published in “America’s Changing Drinking
Habits—U.S., 2009”

REUSING OVER
RECYCLING.
INSIGHT
“In the United States, less than seven percent of our plastics
are recycled. And if you really look into it, particularly when it
comes to plastic bottles, most of it is only down-cycled, or in-
cinerated, or shipped to China.”— Dianna Cohen: “Tough Truths
About Plastic Pollution,” Apr 2010, TED TALK

CONTROLLING WHAT I EAT.
SAVING MONEY.
REUSING CONTAINERS.

SUSTAINABLITY
CONTROLLING WHAT I EAT.
SAVING MONEY.
REUSING CONTAINERS.

BIG IDEA

“THE SPARKLE OF
SUSTAINABLITY.”

Sodastream offers sustainablity
to people, which brings them the
authentic quality of life.
BIG IDEA

HOW THE IDEA WORKS.

HEALTH TRENDS.
HOW THE
IDEA WORKS
“In the early 2000s, America became aware of its growing obesity issue
and cut back on the soda.”— “How Pepsi Went From Coke’s Greatest
Rival To An Also-Ran In The Cola Wars,” Mallory Russell, a writer from
businessinsider.com
HEALTH
TRENDS

HEALTH TRENDS.
HOW THE
IDEA WORKS
“Preparing carbonated drinks at home, such as freshly-made SodaStream
drinks, is a great way for parents to have greater control over the
drinks their children consume, including the type and amount of syrup
added, thereby reducing sugar intake.”—http://www.sodastream.com/
thenewyou/nutrition/softdrinks
LIMIT THE QUANTITY
OF SUGAR IN EACH
SODA DRINK.
HEALTH
TRENDS

John: 29 years old,
Banker.
He is aware about being in good
health. HE FACES A HEALTH
ISSUE. Because he dedicates
himself too much to working, he
has no time to care about
his health.
HOW THE
IDEA WORKS
HEALTH
TRENDS

ECONOMIC CONCERNS.
HOW THE
IDEA WORKS
“Private label gains will likely accelerate in 2009 as retailers get more
aggressive at promoting their own labels. Hardest hit by this trend so far
has been bottled water, which saw a 3% increase in private label despite
a 3% decline in the segment overall.”—”Non-Alcoholic Beverage: A Retail
Perspective US 2009,” Mintel’s research
ECONOMIC
CONCERNS

ECONOMIC CONCERNS.
HOW THE
IDEA WORKS
“@SodaStreamUSA Diet Cola w/ lime? Now I don’t have to hunt
for the elusive over priced bottles.“—@gnerph_baht Donald
Matlock, a twitter user.
LONG-TERM SAVINGS.
ECONOMIC
CONCERNS

Stephanie: 31 years
old, new marriage.
As a wife, she manages all
household costs for her family.
CUTTING COSTS IS HER BIG
CONSIDERATION. She is planning
to have a baby soon. She knows
how costly it will be to
have a baby.
HOW THE
IDEA WORKS
ECONOMIC
CONCERNS

ENVIRONMENTAL ISSUES.
HOW THE
IDEA WORKS
USE LESS PLASTIC to Save Our Oceans Project: “Every piece of plastic
ever made still exists today, and much of this plastic has traveled from
our hands to our oceans. The most important thing you can do is use
less plastic. Join the Blue movement and sign the plastic pledge”.—
SaveMyOceans.com.
ECO-
FRIENDLY

ENVIRONMENTAL ISSUES.
HOW THE
IDEA WORKS
REUSING CONTAINERS.
ECO-
FRIENDLY
“SodaStream also saves the average family from buying and tossing
10,000 bottles/cans into landfills over a 5 year period. Let me say that
again: Saves 10,000 cans/bottles PER family.”—Facebook user

Jess: 27 years old,
book store owner.
She is a person who is
enthusiastic about health
and environment. SHE OFTEN
CONSUMES ECO-FRIENDLY
PRODUCTS, GOOD FOR HER
HEALTH AND GOOD FOR THE
ENVIRONMENT. However, she
still picks products based on her
convenience. If she has no choice
to pick the eco-friendly products,
she can pick other products, but it
doesn’t happen often.
HOW THE
IDEA WORKS
ECO-
FRIENDLY

BRING THE IDEA TO LIFE.

FEEL:
“SUSTAINABLITY
SATIFIES YOUR LIFE.”
BRING THE
IDEA TO LIFE
FEEL

BRING THE
IDEA TO LIFE
FEEL
Execute the message
about sustainablity
into different types
of forms, and then
send the message
to varieties types
of media in order to
inspire people to start
doing something for
satisfying their lives.

BRING THE
IDEA TO LIFE
FEEL
TOUCH POINTS AND TACTICS
• Influencers
• Online Ads: viral video,
infographic, microsite, blogs
SEO, or PPC (pay per click)
• Creating demand/following
• Offline events

BRING THE
IDEA TO LIFE
LEARN
LEARN:
“DO ONE THING
TO SATISFY YOURSELF
EVERY DAY.”

BRING THE
IDEA TO LIFE
LEARN
Teach them tips
about how to satisfy
their lives.
• Easy Exercising
• Saving tips
• DIY reusing ideas

BRING THE
IDEA TO LIFE
LEARN
• Influencers
• YouTube Channel
• Blogs (articles), Tumblr, and
Pinterest
• Microsite
• SodaStream Website
• Building an online community
for letting people share ideas
about how to improve quality
of life.
• SEO
• Demo Videos
• Mobile applications or games

BRING THE
IDEA TO LIFE
DO
DO:
“ GET IT.
USE IT.
LOVE IT.”

BRING THE
IDEA TO LIFE
DO
Inform people of
the benefits of
SodaStream machines
and convince them with
promotional tactics.

BRING THE
IDEA TO LIFE
DO
• 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

BRING THE
IDEA TO LIFE.
“SUSTAINABLITY SATIFIES
YOUR LIFE.”
“DO ONE THING TO SATISFY
YOURSELF EVERY DAY.”
“GET IT. USE IT. LOVE IT.”

THANK YOU

Problem Solving: SodaStream

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