LOCALE

August 16th 2011 Camara Epps | Pamela Sam | Sarah Song

Brand Strategy - Final Project Presentation

Information Gathering

Brand Assessment

Brand Strategy

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 GM's first foray into the beverage industry

OUR GOAL: To help the company create a bottled water brand that fits into their overall product portfolio

• 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

Industry: Bottled Water

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.

• 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, without having 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 my body and my environment."

Customer

Non-Eco-Friendly Eco-Friendly

High Price Point

Low Price Point

LOCALE

Competitors

Price Points Our competitors' price points (16.9 fl oz):

Premium Brands: Evian- $2.39 VOSS- $2.25 FIJI- $2.39 Smartwater- $2.29

Mid-Range Brands: Dasani- $1.99 Aquafina- $1.99

Lower-Range Brands: Poland Spring - $1.69 Nestle Pure Life - $1.39

Our price point: $1.10-$1.20

Information Gathering

Brand Assessment

Brand Strategy

Brand AssessmentPoints of ParityEco-friendly bottle Acceptable tastePortable/convenient Disposable

Points of DifferenceRegionally produced and

distributed Socially conscious

Non-Profit endorsement (charity:water)

Lower price pointEnvironmentally conscious

Information Gathering

Brand Assessment

Brand Strategy

Brand PlatformAttributes/Values: • Environmentally focused• Socially conscious • Locally filtered/distributed• Convenient • More affordable

Benefits: • Cost savings• Guilt-free purchase of bottled water• Low impact on environment

Personality:• Honest• Down-to-Earth• Loyal• Friendly • Generous

Proof Points:• Local production and distribution • Re-purposing filtered tap water• Cause/Socially conscious• 85% from recycled material• Trucks fuel-efficient

Brand Position:Convenience Without Compromise

Target Customer: MichelleProfile narrative: Michelle is a recent college graduate, who lives in Chicago. She works as teacher at a private school and is studying for her Masters in Education. She is very environmentally conscious as she supports the green movement by recycling, planting trees and teaching her students the importance of recycling. Michelle spends her free time tutoring, shopping at the green market, cooking for friends, riding her bike in the park, hiking and hanging out with friends at the local tea house.

Presenting:

LOCALElo-cale nounA place or locality, especially with reference to events or circumstances connected to it

Sub-brands by region: West Southwest Southeast Mid-west North-east

A non-profit organization that brings clean and safe water to people in developing nations

All of the public donations directly fund water projects

Partnership:

Logo:

Packaging:

Back Label:

Sample Imagery

Sample Messages"Rethink the way you drink"

"Sustain your body, sustain your environment”

“Bottled water doesn’t have to be wasteful”

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Brand Activation: Alignment

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+ 1) Trigger: Interest for LOCALE is triggered.-Marketing collateral-Events-In store promotion-Product

2) Information seeking: Visits website/reads bottle, learns of affiliation with charity:water

3) Evaluating the product: Consumer psychologically evaluates the risks/rewards of LOCALE.

4) Buying: decision to purchase LOCALE is made.

Customer not converted: Is not environmentally concerned, is brand agnostic when it comes to bottled water, prefers premium water.

5) Acceptance: appreciates benefits, enjoys taste

Rejection: taste

6) Regular Usage: repeat purchase, advocacy

Key Touch Points1. Product2. Out-of-Home Ads3. Television Ads4. Sponsorship Events5. Website6. Facebook/Twitter

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.

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.

Thank You!Questions?