2: Marketing Campaign Slide Deck

JWI 518: Marketing in a Global Environment

Assignment 1: Campaign Brief

DATE

[Due Date]

TO

Chief Marketing Officer

FROM

[Enter Your Name]

SUBJECT

Campaign Proposal for ECO Sustainable Water Bottle

A. PRODUCT OR SERVICE DESCRIPTION (Include Core Function and Key Features)

The product that will be launched is ECO Sustainable Water Bottles (eco-friendly). The bottle will be made of sustainable and biodegradable material (Polylactic Acid, which is plant-based). It will be available in three different colors, including green, brown, and rust. The capacity of the bottle ranges from 16 to 64 ounces. It will be a lightweight bottle with the capacity to hold either cold beverages or hot coffee. The bottle will have a small intonation with paper inside where the user can write their name to ensure the ownership of the bottle. It will give a touch of customization to the water bottle.

B. BUYER PROBLEM

Consumer Need Addressed by Product or Service

There is a growing market for replacing one-time plastic bottles with sustainable water bottles due to the increasing pollution. Customers are more aware of their actions and aim to enhance sustainability with the motto of saving the planet. Organizations like National Geographics, Save Oceans, and Marine Life have been addressing people to use non-plastic bottles for water for years, and people around the earth are listening. This increases the market for the sale of sustainable products.

Core Results that Buyers Are Seeking.

The product aims to decrease the use of plastic bottles polluting the oceans and ultimately increase pollution while harming marine life. We see videos of beautiful fishes or turtles being trapped by a herd of plastic waste, which destroys their habitat and infects them. “According to the United Nations, at least 800 species worldwide are affected by marine debris, and as much as 80 percent of that litter is plastic” (Reddy, 2018). Thus, it shows the importance of the core results with the use of ECO water bottles. Moreover, with ECO water bottles, customers will be saved from the harmful leaching chemicals from plastic bottles. The amount of leaching BPA (Bisphenol A) causes problems. A study concluded that 96 % of women in the US had BPA in their bodies which causes harmful effects (Styles, 2019). While replacing plastic bottles with Sustainable Water Bottle, customers will not have to worry about these issues. The product is biodegradable, so even after throwing, it will not burden the planet.

C. TARGET AUDIENCE

Key Demographics and Characteristics of the Target Audience

The key target audience of the product is kids from the ages of 5 to 15 years. However, kids are the ultimate users. The campaign will be targeted at both the kids and the parents. The parents who are excited to teach their kids about sustainable products for the “good of the planet.” The kids and teenagers who want to play a part in their “saving the planet” motto are potential customers.

Does the Target Audience consist of more than one segment? If so, what are those segments?

Geographic: New York, Los Angeles, California, and Chicago.
Demographic: Kids from ages 5 to 15 years old with parents ambitious about sustainability and an income of $70-$100K income, Middle and Upper Classes

Psychographics: Adopting healthy habits, drinking water, and appreciating the use of sustainable water bottles for the health of the planet and people.
Exercises such as yoga, running; interested in natural and organic products and preserving one’s health.
Behavioral: Drinking water (at least one bottle away)

D. VALUES AND BELIEFS

Underlying Values and Beliefs of the Target Audience

· Value #1: Customer believes in the good of the planet.
· Value #2: Customer values sustainable products.
· Value #3: Customer wants to reduce pollution

How will Campaign Connect Product or Service with Buyer Values?

ECO Sustainable Water Bottle is in line with the values of the customers. As customers want to use the bottles good for the planet and reduce pollution, the product does the same. They can easily honor these values by using the product.

E. MARKETING MESSAGE

Top three Product or Service Differentiators

· Point of Difference: Sustainable product
· Point of Difference: Biodegradable material used in production.

· Point of Difference: Highly durable product

Value Proposition for the Campaign

ECO provides healthy, biodegradable, and trendy Sustainable Water Bottles. The product is highly durable and is healthy for the customers. It is affordable and easily accessible. The product is very useful and can be used for a long period of time. It is available in soft colors and can be customized by the consumer.

REFERENCES

Bollinger, B., Gillingham, K., Lamp, S., & Tsvetanov, T. (2019). Promotional campaign duration and word-of-mouth in durable good adoption. NYU Stern School of .

Dietrich, T., Rundle-Thiele, S., & Kubacki, K. (2017). Segmentation in social marketing (Vol. 1). Singapore: springer.

Ljungberg, L. Y. (2007). Materials selection and design for the development of sustainable products. Materials & Design, 28(2), 466-479.

Laskar, N., & Kumar, U. (2019). Plastics and microplastics: A threat to the environment. Environmental technology & innovation, 14, 100352.

Maxwell, D., & Van der Vorst, R. (2003). Developing sustainable products and services. Journal of Cleaner Production, 11(8), 883-895.
Muraro, A., Steelant, B., Pietikainen, S., Borrelli, D., Childers, N., Callebaut, I., … & Hellings, P. W. (2017). European symposium on the awareness of allergy: report of the promotional campaign in the European Parliament (26–28 April 2016).

Reddy. S, (2018). Plastic Pollution Affects Sea Life Throughout the Ocean. PEW. [Online] Retrieved from
https://www.pewtrusts.org/en/research-and-analysis/articles/2018/09/24/plastic-pollution-affects-sea-life-throughout-the-ocean
[Accessed on 23 April 2021]
Styles. Z, (2014). What’s the Problem with Plastic Bottles? One Green Planet. [Online] Retrieved from

What’s the Problem with Plastic Bottles?

. [Accessed on 23 April 2021]
Windsor, F. M., Durance, I., Horton, A. A., Thompson, R. C., Tyler, C. R., & Ormerod, S. J. (2019). A catchment‐scale perspective of plastic pollution. Global Change Biology, 25(4), 1207-1221.

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JWMI 518 – Assignment 1 Template (1202)