polynya
TRANSCRIPT
Company
Mission: Our mission is to make lives healthier, easier and richer. General Mills is Nourishing Lives.
• Leader in multiple consumer categories globally• $17.9b in Sales for Fiscal 2014• Over half a billion in community contributions
Consumer
Insights:
• Change in consumption behaviors from soda to healthier drinks
• 51% of consumers choose non-flavored bottled water
• Prefer value added benefits in bottled water
• Desire easy to understand beverages
Consumer
Insights:
• Women prefer premium brands within bottled water category
• 18% more women consume bottled water over men
• Recyclable packaging is important to consumers today
Consumer
Achievers: Successful goal oriented people who focus on career and family. They favor premium products that demonstrate success to their peers.
Consumer
• Katie is an associate partner at McKinsey & Co.• Solves complex organizational problems• Married and a mother of two kids• Top priorities are career and family• Sits on the non-profit board for her company • Leads a busy lifestyle but values health• Ensures healthy eating for the entire family• Exercises regularly• Taste for premium & contemporary lifestyle products
Achiever / Executive / MOM / Warrior
Category
• “ Premium Hydration” Niche
• 12% of all consumers opt for enhanced waters
• Higher margins per bottle
• Attractive option for retailers
Competition
Company Position Key Message Asset
Smart Water Vapor Distilled Inspired by the clouds
Vita Water Bringing Clean Water to the World Save a life
ResourceMindful of the environment
and supports a lifestyle of well being
It’s more than hydration, its total electrolytenment
Inspired by a True Story...For over 30 years, scientists have been trying to discover the source of the coldest, deepest water on earth. They sent scientific instruments deep into the Arctic Ocean, but obstructed by ice, these instruments couldn’t make it far. If scientists find the coldest source of water, it may be the answer to regulating earth’s climate. To find this source, in the winter of 2008, scientist reached Cape Darnley in Antarctica. Cape Darnley is a region of intense sea ice formation in the winter, with a persistent polynya. Due to heavy ice in the region they were forced to move their equipment to a backup site called M3. Here the scientists witnessed 20 seals migrating, but soon the heavy ice at Cape Darnley obstructed them. Although, the odds were stacked against them, one courageous seal decided to deep dive into the ocean; piercing through ice, she lead her clan and the scientists to the coldest source of water. She went where no scientist or machine could go. All on her own, she took the first dive towards solving the earth’s climate problem.
Brand Idea
UNLOCK POSSIBILITY.Polynya provides you with the hydration and focus necessary to surpass
daily challenges that at times might seem impossible to overcome. It
enables you to be your best which in turn is the best for your family,
organization and the community at large.
Brand Platform
UNLOCK POSSIBILITY.
Personality:
● Resilient ● Bold● Elegant● Giving
Proof Points:
● General Mills● Electrolytes● Vitamins● Foundation
Brand Attributes:
● Nourishing● Eco - Friendly● Premium
Benefits:
● Premium Hydration
● Focus● Energy● Protects Marine
Life
Key Product Features
Product● Swing cap bottle● Nutritional Facts
○ L-Theanine○ B-Complex○ Electrolytes
● Foundation Information
Enhanced Arctic Water
Polynya
Nutrition FactsServing Service 1 BottleCalories 150Total Fat 0g 0%Sodium 0g 0%Carbohydrates 0g 0%Sugars 0g 0%Protein 0g 0%L-Theanine 100%B-Complex 100%*Percent daily value based on
Seal foundation will benefit from your purchase.For more infoplease go to www.seal.ce
How are we different
• Differentiated Design
• Value Added Product
• Easy to Understand
• Protects Marine Life
Brand Management
Although, the odds were stacked against them, one courageous seal decided to deep dive into the ocean; piercing through ice, she lead her
clan and the scientists to the coldest source of water.
She went where no scientist or machine could
go. All on her own, she took the first dive towards solving the earth’s climate problem.
Brand Story
Influencers/Customers:Tap into the ‘Achievers’ desire to give back while going after their own goals.
Sportsclubs & Foundations:Provide a new platform for community building and fundraising with a trusted partner.
Employees: Inspires community and caring for the planet leads to commitment and pride.
UNLOCK POSSIBILITY
Centralized Governance
Brand Positioning
Logo Standards
-
The logo must always be done with “Polynya” in Marck
Script and “Enhanced Arctic
Water” in Georgia.
The logo must always have stacked text:
Polynya Enhanced
Arctic Water
The logo must always be black
in all media, product or PR
communication.
Communications must always be done in Georgia
font.
Polynya Enhanced
Arctic Water
GRAPHIC IDENTITY
Logo
Brand Asset
Color Palette
Font
Marck Script
Georgia
Polynya Enhanced
Arctic Water
Key Touch Points
Home
Events & Sponsorships
Retail
OOH
Sportsclubs &
Studios
Work
Achiever / Executive / MOM Warrior
Gender: Women
HHI: $75K+
Buy brands that reflect personal style
Buy based on quality
Prioritization of Touch Points
High end- Coffee Shops- Supermarkets
GymsYogaSpinningPilates
FundraisersCharity Events
SitesSocial events
Pote
ntia
l Cu
stom
er B
ondi
ngPo
tent
ial
Cust
omer
Dro
p-of
f
_
+
1) Trigger: Interested for Polynya triggered.- TV- Magazine- Social Media- Sportsclub/Studio- In Store
2) Information seeking: : Reads bottle, visits website and learns brand story
3) Active shopping: Compares other brands to Polynya and considers purchase
4) Buying: Makes decision to purchase Polynya.
Customer not converted: Is not convinced of Polynya brand story and premium positioning
5) Acceptance: Likes taste and falls in love with brand essence
6) Post Purchase: Starts drinking, replacing other brands.
7) Regular Usage: Begins to notice benefits after regular use. Repeat purchase and becomes an advocate of the brand.
Alignment
Rejection: Cannot distinguish experience and taste from other brands.
Website Activation
www.thinkpolynya.com
• Interactive Experience• Brand Story• Organization• Events & Partnerships• Nutritional Enhancements• Where to Buy
About us Our Water Crisis Contact Press Eco-Friendly Blog Find Us
PolynyaEnhanced
Arctic Water
UNLOCK POSSIBILITY.
Scroll to discover with Wally...
Giving Back
7% of our Annual Sales
www.saveourseas.com
Sample Experiential Activation
Be Active with Save Our Seas● Fundraise● Sign Up to participate in
initiatives
“Message in Bottle” Experiential Activation
Placing bottles on beaches around the U.S. Wally sending messages to communities asking to save our seas.
Brand Performance
Designing the brand tracking strategy
leading to the creation of the a brand tracking
report.
Choosing a methodology
Interpretation of tracking results
Identifying what to track
Marketing Activities
Brand Performance
• Understanding of the Brand
• Brand Ambassadors• Success of brand
training
•Brand recall •Preference for Brand•Connection with Brand•Brand Sentiment •Share of Voice
• Brand Performance• Brand Equity• Brand Awareness• Top of Mind• Brand Association
• Sales • Market Share - Value vs.
Volume• Marketing Spend• ROI on Marketing Spend Financial
MetricsBenchmarking
Metrics
InternalMetrics
CustomerMetrics
References
www.mnn.com/earth-matters/wilderness-resources/stories/scientists-discover-source-of-coldest-deepest-water-in
http://www.bevnet.com/magazine/issue/2013/premium-hydration-overtakes-enhanced-water
http://www.trefis.com/stock/ko/articles/222231/coca-cola-eyes-growth-in-the-sparkling-bottled-water-market/2014-01-14
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30
http://en.wikipedia.org/wiki/Nestl%C3%A9_Waters
www.drinksmartwater.com
http://www.resourcewater.com
www.vitawater.org
General Mills Company Website
Marketing Management, 14E, Keller & Kotler
Zenith International “Global Premium Bottle Water Report 2013”
Mintel, Market Line Mintel, MRI Doublebase 2013