Executive Summary
Voss Water is a carbon neutral water company, seeking to provide pure natural
water from pure natural resources. We have implemented a general approach to
bring our products to market, while attempting to protect the very resources
from which our product flows.
Voss is looking to provide the best water while helping the environment, for
these reasons they provide artesian water bottled at its source.
Marketing Objective
To increase the sale of our product and expand our market in the United States
with a 25% by the end of 2013.
Key consumer Insight
Who is buying the product?
Consumers who are constantly in need of water yet are looking for the
healthiest choice.
Needs
To have a good water always on hand.
Goal
To provide consumers a water choice that contains less carbon than any other
brand, allowing them to have a healthier water choice.
Marketing Strategies
Product Price
VOSS Still and
0.99 - 3.99
Sparkling Water per Bottle
PromotionDistribution
Magazine
T.V. Ads
Billboards
Situation Analysis
The water bottle continues to register strong growth, rising by 9% in total of
their sales in 2012, mostly because of the good presentation of still bottled
water and carbonated bottled water. The average unit price of bottled water
rose by 1% in 2012, although the unit price of still bottled water increased by
3%. The Evian brand increased by 62% in off-trade sales value in 2011, and the
premium bottled water Fiji was introduced in 2010. As increasing numbers of
South Korean consumers have been to Europe and the US, the premium still
bottled water category continued to grow, supported by those consumers. This
trend contributed to the rise in unit price.
Carbonated bottled water also showed a strong growth in 2012, while big
bottled water containers continued to see a decline.
Competitors
Target Market
Geographic
Regional: Miami,
Florida
What are the deliverable?
We are developing a strategy to create awareness of the
brand in Miami and we plan to advertise it using billboards,
posters and a 30s TV spot.
Why are we doing this?
To increase awareness of our brand and advise our target
market what we have to offer them.
Psychographic
Sport Active
Currently working
Healthy lifestyles
Demographic
40%
23 - 40 Years old
Middle and Upper
Class
Single or Married
Creative Brief
60%
23 - 40 Years old
Middle
and
Upper Class
Single or Married
Who are we targeting?
Our target market is basically men and women in a middle
upper class with an income of $35,000 or higher who are
looking to drink water that not only does good to them but
also the environment.
Where & When?
The advertising campaign will run for the all year in 2013
and it will consist of a set of television ads that will be
displayed on TV networks like NBC and ABC in prime time
along with printed ads in social and fashion magazines and
billboards displayed around the city.
Creative Proposition
We will develop our ads in a way that it will show the
consumer how they can introduce our product on their
daily life also we will show that our product is great for
every occasion.
Brand Personality
Executions
Our mission in Voss Water is to provide pure natural water from pure natural
resources, with out leaving a mark on the environment.
Benefit Ladder
Attribute
Product
Functional Benefit
Emotional Benefit
Bottle at its source
People will feel that they
are not damaging the
environment
StillSparkling
Magazine
7.5” x 10”
Bus Shelter
46” x 67”
Bus Shelter
46” x 67”
Billboards
24’ x 9’