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Brand Strategy - Locale (NYU)


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We were tasked with creating a brand new bottled water brand for GMs, as part of a case study. As a group, we applied the strategies/theories and learnings from the class to give our recommendation on what brand of bottled water to create from scratch.

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Brand Strategy - Locale (NYU)

  1. 1. Brand Strategy - Final Project PresentationAugust 16th 2011 Camara Epps | Pamela Sam | Sarah Song
  2. 2. InformationGatheringBrandAssessmentBrand Strategy
  3. 3. Company: General Mills  Mission: “Nourishing Lives. Making lives healthier, easier and richer every day.”  The company has improved the health profile of 60% of their products  Multiple healthy/organic brands in the portfolio  Strengths: Strong US-based network and good brand reputation  Weaknesses: It will be GMs first foray into the beverage industry  OUR GOAL: To help the company create a bottled water brand that fits into their overall product portfolio
  4. 4. Industry: Bottled Water • Growth of private label • Negative press about the environmental impact of bottled water has effected purchasing behavior • FDA Rules for Bottled Water Are Generally Less Strict than Tap Water Rules • Lack of trust from consumers
  5. 5. Industry: Bottled Water CATEGORY TRUTH: Despite the questionable integrity of bottled water, people are choosing it over other bottled beverages, due to associated health benefits, lower prices and its general availability.
  6. 6. Customer• Green Movement• Sustainability is key• Local is in• Consumer paradigm shift towards "cause" purchases• Top 3 considerations when purchasing bottled water: 1. Price (56%) 2. Taste (43%) 3. Source (28%)CULTURAL TRUTH: People want to live healthier and be more environmentally friendly, withouthaving to compromise too many of the conveniences that they are used to.CONSUMER TRUTH: "I want a bottled water brand that I can trust, and one that is good for mybody and my environment."
  7. 7. Competitors High Price PointNon-Eco-Friendly Eco-Friendly LOCALE Low Price Point
  8. 8. Price Points Our competitors price points (16.9 fl oz):  Premium Brands: Evian- $2.39  VOSS- $2.25  FIJI- $2.39 Our price point:  Smartwater- $2.29 $1.10-$1.20  Mid-Range Brands:  Dasani- $1.99  Aquafina- $1.99  Lower-Range Brands:  Poland Spring - $1.69  Nestle Pure Life - $1.39
  9. 9. InformationGatheringBrandAssessmentBrand Strategy
  10. 10. Brand AssessmentPoints of Parity Points of Difference Eco-friendly bottle  Regionally produced and Acceptable taste distributed Portable/convenient  Socially conscious Disposable  Non-Profit endorsement (charity:water)  Lower price point  Environmentally conscious
  11. 11. InformationGatheringBrandAssessmentBrand Strategy
  12. 12. Brand Platform Attributes/Values: Proof Points: • Environmentally focused • Local production and distribution • Socially conscious • Re-purposing filtered tap water • Locally filtered/distributed • Cause/Socially conscious • Convenient • 85% from recycled material • More affordable • Trucks fuel-efficient Benefits: Brand Position: • Cost savings Convenience Without Compromise • Guilt-free purchase of bottled water • Low impact on environment Personality: • Honest • Down-to-Earth • Loyal • Friendly • Generous
  13. 13. Target Customer: MichelleProfile narrative:Michelle is a recent college graduate, wholives in Chicago. She works as teacher at aprivate school and is studying for herMasters in Education. She is veryenvironmentally conscious as she supportsthe green movement by recycling, plantingtrees and teaching her students theimportance of recycling. Michelle spendsher free time tutoring, shopping at thegreen market, cooking for friends, ridingher bike in the park, hiking and hangingout with friends at the local tea house.
  14. 14. Presenting: LOCALElo-calenounA place or locality, especially with reference to events or circumstances connected to itSub-brands by region: West Southwest Southeast Mid-west North-east
  15. 15. Partnership: A non-profit organization that brings clean and safe water to people in developing nations All of the public donations directly fund water projects
  16. 16. Logo:
  17. 17. Packaging:
  18. 18. Back Label:
  19. 19. Sample Imagery
  20. 20. Sample Messages"Rethink the way you drink""Sustain your body, sustain your environment”“Bottled water doesn’t have to be wasteful”
  21. 21. Brand Activation: Alignment+ 1) Trigger: Interest for LOCALE is triggered. -Marketing collateral -Events -In store promotion 5) Acceptance: -Product appreciates 2) Information benefits, enjoys 6) Regular seeking: Visits taste Usage: repeat website/reads purchase, bottle, learns advocacy of affiliation with charity:water 4) Buying: 3) Evaluating decision to the product: purchase Consumer LOCALE is psychologically made. evaluates the Rejection: taste risks/rewards Customer not converted: Is of LOCALE. not environmentally concerned, is brand agnostic when it comes to bottled water, prefers_ premium water.
  22. 22. Key Touch Points 1. Product 2. Out-of-Home Ads 3. Television Ads 4. Sponsorship Events 5. Website 6. Facebook/Twitter
  23. 23. Tactical Examples• Website: Our goal is to educate the country using complete transparency. The website has ‘Did You Know’ widgets that provides little known facts about the bottled water industry and regional reservoirs.• Cause marketing and environmental justice: In partnership with Charity:Water, with every purchase of LOCALE, 5 cents will go to the charity to help bring clean & safe drinking water to developing nations.• Celebrity Endorsements: Angelina Jolie embodies what LOCALE stands for. She is constantly giving back to the world and helping the environment. Having her serve as the face of the brand enhances our eco-friendliness.
  24. 24. Experiential Examples• National Taste Test Day: Set up a Nation Taste Test Day across multiple locations at grocery stores to build awareness that filtered water is not inferior to other water brands.• Twitter: Tweet a picture of you drinking LOCALE & tweet it to @LOCALE for a chance to win a trip to one of the cities that our filtration systems are located in.• In-store promotion: Set up a table for a tasting of one of General Mill’s more well known brands, Fiberone, for example, and wash it down with LOCALE.• Sponsored Events: Sponsor a marathon in each region and hand out LOCALE water bottles to refresh the runners.
  25. 25. Questions?