This document outlines a marketing plan to double sales of SoBe V-Water by focusing on establishing it as a natural and healthy brand. It recommends a two-pronged approach using broad supermarket and TV advertising to drive volume sales while also using grassroots influencer marketing to health bloggers to build the natural positioning. Key elements of the plan include sampling at fitness events, partnering with lifestyle brands, targeted outdoor ads, and refreshing product design to further emphasize the natural credentials. The goal is to gain traction along the entire customer journey from initial awareness to advocacy through impactful engagement and activation tactics.

1. Unleashing the potential of
SoBe V-Water
May 2014
Jane Shenton & Mike Butterworth

2. The task at hand
Business objective:
Double current sales
2012-13
2 million sales
2012-13
4 million sales

3. Step change is required
200,000 casual customers
1M SALES
50,000 loyal
customers
1M SALES
400,000 casual customers
1M SALES
100,000 loyal
customers
1M SALES
200,000 casual customers
1M SALES
150,000 loyal
customers
1M SALES
Currently we have...
If we were to grow our audience in the same way as previously we need an extra
250,000 people (or 1 new customer per £4 marketing spend)
While we need broad based growth, gaining and encouraging loyal customers will
be crucial to achieve our aims...

4. Our marketing objectives
Marketing objectives:
• Establish a clear brand positioning for SoBe
to set us apart from the competition
• Encourage trial amongst ‘healthy lifestylers’
• Align with ‘clean living’ (and away from
artificial fitness and energy drinks)
Business objective:
Double current sales
(4million sales between June 2014 and June 2015)

5. Already in our favour…
Distribution/ infrastructure
 Distribution in major UK supermarkets
Product
 Those who have tried the product like it
 Wins hands down in taste tests against Vitamin Water
 10% less expensive than Vitamin Water
Brand Potential
 Brand provenance in South Beach, Miami
 100% natural

6. Understanding the landscape
Cultural insight:
A media spotlight on health
with a kickback against
processed foods and
additives
Audience insight:
A trend toward guilt-free
consumption and purity of
product
Product insight:
The only affordable, all-
natural, flavoured water on
the market
Category insight:
Stigma attached to energy
and functional drinks and
their scientific jargon

7. Who’s our bullseye?
• Health conscious but not heath obsessed
• More likely to be professional, younger
• Current purchasers are 80% women
• Want to take care of themselves but don’t feel like
they should suffer for it
v.
Simple & Natural Science & Jargon

8. Towards a proposition
• We’re in an overly complex category
• Consumer desire for simplification and transparency
• Opportunity to leverage our ‘natural’ credentials
• Product as an enabler to ‘making health easy’

9. Proposition development
It’s all good, naturally.
100% natural
‘All’ being life
as well as the
product
Positive
brand
tone
It’s simple.
Making it easy
for consumers
Audience
Insight
Guilt Free
Pleasure
Product
Insight
Natural
Of course it is! It’s
our belief and at
our heart.
US vernacular
hinting at roots
in Miami

10. What we are and
what we’re not
What we are about
• Being proactive
• Confidence
• Life outdoors
• Natural
• Green tea
What we’re not
• Fad diets
• (Self) Criticism
• Living in the gym
• Artificial
• Diet Coke

11. A two-pronged approach
Broad reach
• Supermarkets
• TV
Why?
• Volume sales
• Customer convenience
Grass roots
• Blogger outreach (health /
fitness influencers)
• Greengrocers, health food
stores
Why?
• To establish our ‘natural’
positioning

12. Gaining traction right the way along
the customer journey
‘Meeting them in their world’
IMPACT ENGAGEMENT ACTIVATION ADVOCACY
Sampling at Park Runs
nationwide. Competition to win
pair of Nike Air Max as data
capture opportunity
TV campaign – using Sky
AdSmart to target tightly around
most relevant Mosaic groups
Discounts/offers to yoga
teachers, samples to
distribute at classes
Send SoBe hampers to influential
health/fitness bloggers and
celebs renowned for healthy
lifestyle (e.g. Rosie Huntington
Whiteley)
Consult consumers via
Instagram, Facebook and
Twitter on NPD (co-creation)
Partner with other brands sharing
the same values i.e. Bodyism,
Clean & Lean diet, Holland &
Barratt
Targeted outdoor ads – e.g.
beside parks (blend into
surroundings)

13. Recommendations beyond comms...
• Refresh product design to leverage natural
credentials – move away from category norms of
bright sugary colours
• Can we push distribution – key opportunities in
health stores and cafe culture such as Eat, Pret,
Starbucks
• NPD – An activation opportunity, but also
engagement through co-creation with consumers