T H E TA S KA C C O U N T P L A N N I N G S C H O O L O F T H E W E B M A Y 2 , 2 0 1 4

DOUBLE SALES to 4 million units annually

during June 2014 - June 2015

Where do we aim to be?

Where are we now?

V WATER’S SITUATION: !!!CURRENTLANDSCAPE: !!!FUTURE:

Sobe V Water launched UK’s first functional water with Stevia extract, with a big £2 million campaign in 2012. However, most of its campaigns have focused on its low-calories benefits and South Beach style, without a clear target audience or brand positioning.

Source: Euromonitor International, Bottled Water in the UK (2013)

UK’s functional water market expects a £21.6 million revenue in 2014. The majority of the market share (61%) is taken by its main competitor, VitaminWater. V Water currently has 12%, as a relatively new but promising player in the market. The rest of the shares are owned smaller, private label brands.

Functional Water market is the fastest growing market within UK’s bottled water industry, with growing health concerns and demand for convenience driving the growth. With such growth, V Water has high potential to reach its goal; however, to do so it must gain market share by developing a clearer brand essence.

3

Who is currently drinking V Water?

Source: Account Planning School of Web - The Task, MRI Doublebase Survey (2013)

Women 80%

WorkingProfessionals

54%

CollegeGraduates

33%

Age 25-44

50%

Sobe drinkers index highest among:PO

WER

WO

MEN

Why should we care about current drinkers?

V water already has a sweet spot with Power Women. This audience has a very different demographic and also drink primarily for a very different reason from VitaminWater’s target.

Female Male & FemaleEarly Gen X’ers (25-44) Millennials (18-34)

Goal: Be In Control of their Bodies Goal: Be Trendy

This audience has a population size* of 10.8M in the UK. This leaves V Water plenty of room to grow within the segment it already has, considering how it is selling only 2 million units per year.

Source: MRI Doublebase Survey (2013), UK National Statistics (2011) *Female, Aged 25-44 who lives in the UK

What is the business problem?

Source: Euromonitor International, Bottled Water in the UK (2013), thedrum.com, PepsiCo and Brtivic set for multiplatform campaign to promote reliance of Sobe V Water

V Water is not talking to its drinkers! !The ‘South Beach’ luxury style is not resonating to Power Women, whose goal of drinking is not to have fun or to be trendy. Instead, they value the intrinsic, self-enhancing feeling of drinking V Water.

*V Water focuses on applying its Stevia success in the US to the UK market, although Stevia may not have the same meaning to audiences in the UK: “The Stevia innovation drove volume by 73% when it was launched in the US and we look forward to seeing it on the shelves here int he UK” Jon Evans - Head of Seed Brands for Britvic Soft Drinks

!!!

To reach its goal, V Water has to form a REAL BRAND CONNECTION with Power Women beyond its taste and low-calories* product benefits.

So, what are Power Women’s lives like?

Source: MRI Doublebase Survey (2013), Account Planning School of Web - The Task; Note: Numbers in ( ) are index compared to General Population

They are busy working women who take pride in being able to do it all. They don’t aspire the trendy, high-status lifestyle, but the image of having their career, decisions, and wellness all figured out is very important for them. Yet, when they say they do yoga every saturday or always shop for the best organic food for their families, they don’t actually have the time to do so.

Like to give impression that life is in control (106)

Being in tune with myself is very important (103)

Often feel life is slipping out of control (120)

Prefer to be active, but don’t have the time

Buy based on quality & price (119)

Gladly switch brands to use coupon (116)

Pay extra for product consistent with image they want to convey (120)

Tend to make impulse purchases (132)

Buy natural products because concerned with health (110)

Believe vitamin supplement improve health (112)

Often choose convenience over health (127)

Often eat meals on the run (118)

SAY LIFE IS IN CONTROL, BUT ACTUALLY FEEL OVERWHELMED

SAY THEY BUY RATIONALLY, BUT WOULD SPLURGE FOR IMAGE

SAY THEY EAT HEALTHY, BUT DON’T HAVE TIME TO DO SO

FOO

D &

HEA

LTH

BU

YIN

G B

EHA

VIO

RLI

FE A

TTIT

UD

ES

VITAMIN CONVENIENCE

What core insight about them will help us?

GOAL Be in control of life

REALITY Time Starved

BELIEF Vitamin and Holistic

Healing help

Power Women portray lives that contradict their realities. It is important for them to be seen as having everything in control but they are actually time starved and slipping behind. They crave to more time to tune in with themselves holistically and they want to make their lives better.

Strategy

GOAL Be in control of life

REALITY Time Starved

BELIEF Vitamin and Holistic

Healing help

Inspire Power Women to align their goal, reality, and belief by

DOING SIMPLE GOOD THINGS FOR THEIR BODIES THAT GOES A LONG WAY, EVERYDAY

Big Idea

Do Something Good for Yourself, Today.

Objective

Position V Water as an ESSENTIAL GOOD THINGthat can happen everyday

What makes us special to do this?

Source: Euromonitor International, Bottled Water in the UK (2013), MRI Doublebase Survey (2013)

PRODUCT: !!NAME: !!NATURE: !!POSITIONING:

we win on taste and price. Once they try V Water, Power Women would want to buy us again as a routine because we taste better and we cost less than VitaminWater. These two aspects are key, considering how they value being rational buyers.

we are convenient. Power Women are time starved but they want to do good to their bodies. We provide the good benefits of the day that goes a long way, all packed in a bottle.

We can be part of their everyday good habit because

we have the credibility. We are the second largest functional water brand, and have international reputation. Power women believe that vitamin helps their bodies but they would only trust high quality items. When they choose a vitamin water they would choose us over private label brands.

we understand. Our positioning is based on understanding Power Women’s goals of drinking and the contradicting nature of their life. That’s why we would resonate.

How are we going to talk to them?TA

CTIC

COM

MS

TASK

BARR

IER KNOW

Power women do not know what V Water stands for.

ACT They lack time to do good things for themselves.

ENGAGE How do we make sure they engage with V Water while doing good things for themselves?

DRIVE AWARENESS Establish awareness of the V

Water brand inspiring them to do good things everyday.

SIMPLIFY START Show how good things can be as

simple as eating well or spending a minute with themselves, and give

them a reason to start.

CONNECT Associate each good activity

with a V Water flavor (eg. Kick after a good night sleep

or Glow after a yoga session)

SHOW Print/Outdoor

Website Video Content

INCENTIVIZE Activity Tips/Guide Book

Reward system

SELL Website

Point of purchase tasting (after certain associated activities such as restaurant or yoga studio)

!

Campaign Architecture Recap

BUSINESS PROBLEM: We have no real connection as a brand to our current drinkers.

POSITIONING: We are the good thing our target can do for themselves.

CAMPAIGN IDEA: Inspire our target to do something good for themselves, everyday.

TASK 1: Drive Awareness

TASK 2: Simplify Start

TASK 3: Connect V Water to Good