Provida® – 2017 –
A brand is a promise. It is not a logo, it is not a slogan, it is not and advertisement. Brand is all this elements that take part in this promise. A brand is the promise of an acomplised experience.
To create a New water from Scratch with B2C & B2B market that replace TADA water. To become the best water at the best price. To reflect Naturality from the mountains of Kampot. To have an international approach and remain Cambodian.
THE MARKET CAMBODIA
K.S. • La Vie • Lucky Sports • Omexs • Oral • Eurotech • ZITA Fresh • ALO • Baleine • Bayon • Hong Leang • ice • Mini Water • Navy • New R Day • NEW VITA • Super Popwat • UY MEY • Eau de Nature • Hi-Tech • Joy • TADA BOKOR • Water O • Steve • Amical • Heng Tech • L.K • UFO • Dy Tech • Sang Tech • O2 • Olympic • Eau de Vie • i-Water • Fun Tech • Lucky Orchid • Lyyon • Minere • Kulen • Osinlair • Super Fresh • V-Star • Heng Nin • Maxi-Life • Palm Springs • Prima Tech • Snowy Mountain • Sports • Talking • Gold Eagle • Amrith • Winter • Evian • Leisure • Relax • Tong Tong • Win Win • Amarit • Anodat • Blue Zone • Win Tech • Happy • HI-Fresh • LP Water • Oda • Ozi • Paradise • Royal • White Horse • Life • 888 (Record Pure) • Altech • Antarctic • Aqua Kova • Aquatien • Asia Water • Bokor Fresh • Clear Zone • Daily Water • F4 • Fresh • HI-Zone • KK (Kheang Kheang) • KV • New Day • One Tech • Ozone • Refresh • Sapaco Tourist • Tourist • Vishua • Elvis • Help • HengHeng • Mey Jing • SPA • Super Pop Zone • Super Tech • The Crocodile • VESA • Camtec • Cool Sip • Green • Master • Picphatana • Rabit • RO • Sang Hy • TC • Vital • YOU Phnom Meas • Steang Meas • Visoth • Angkor Water • Phnom Oudong • Preah Atith • Visoth • Phnom Choup • Phnom Penh • Borey Spring • Phnom Penh E-Zone • Sothary • Kong Kear
Aquafina • Minere • La Vie • Vital • Hi-Tech • Lyyon • Cristaline • Pure life • Dasani • Shinga • Oral • Kulen • Angkor Puro • Water O • Evian • Fiji • Eurotech • Aqua • Hi- Tech
FAMOUS IN CAMBODIA
Kulen Communicates in Cambodia key message but without a strong brand communication guidelines or clear message.
Luxury, Snow, French, Mountains. Evian is expensive and has to transmit the luxury feeling. Evian focusses in a femenine target and also specify it is a good water for babies
EVIAN YOUNG CAMPAIGN
Evian sells itself as a source of youth. If you drink evian you will feel good, young and active.
POSITIONING JUST NATURAL SPRING WATER Provida® is a Cambodian water with an international approach. Provida® offers well balanced mineral natural spring water. Provida® is good for your health and the health of all the family. Provida® has the best quality at the best price. Provida® is honest, it is pure. Provida® does not show off as a brand because what you pay is the water. That simple. we save cost in the “marketing” to offer you the best quality water at the best price. Actual market is defined by: expensive product = good product. Provida® wants to give a twist to this statement. VISION
To bring quality water with health To show the quality of Cambodian benefits to Cambodia at good price. product and its engagement with society. To create consciousness about the benefits of drinking well mineral balanced water. To show honesty of a quality product at the right price.
Vital Water O
Evian Kulen Minéré
La Vie Cristaline PRICE
PROVIDA´S DNA 90% - 95% of our competitors have the same characteristics than us. Is this 5%-10% that make us unique. Our goal is to take this 10% to the maximum to make our product different. In this chart we have the DNA of Provida®. It depends in how we mix this and in which quantity what will create our differentiation (positioning). This is what will define our touchpoints.
APTITUD NEW BRAND HONESTY QUALITY ECONOMIC RESOLUTIVE INTUITIVE
ACTITUD FRIENDLY FRESH HUMBLE ENGAGE
YOUNG RESPONSIBLE SELF CONFIDENT DIRECT HONEST GENEROUS
BRAND OBJECTIVES The main objectives of Provida® can be achieved aimed at the following aspects: • To develop the image of Provida® as the best option for Quality, healthy & good price water in Cambodia • To develop a direct and “warm” dialogue with the consumer • To draw towards the brand new types of customers; • To use a dynamic way of presentation brand, by creating new spaces of activation • Achieving a Cambodian quality good perception leaving imported waters as a second option • Informing the public about the benefits of drinking a well balanced mineral water • Implementing programs of impact which will transform into traditional events, held annually or periodically.
BRAND GOALS • Creation of a strong visual identity; • Using an “above the line” advertising campaign; TV, Print, Digital; • Developing PR activities; - Advertising - Corporate Sponsorship - Development activities - External communications: brochures, non-broadcasted videos, press notes, link with external activities; - Internal communications: to enforce the positioning of our brand among DPC; - Promotions: events & promotions - Special events • Increasing the number of customers on an annual base.
1 LOCAL ( main target )
EX-PAT ( secon
Residency: Country side, Peri-urban & urban.
Purchase location: Street stores, Local market, Super Market
Purchase location: Super Marke
Status: Medium class Cambodians that buy bottled water and care about health.
Status: Medium class ex-pats th local and import
Occupation: They have jobs, go to school, are entrepreneurs...
Personal situation: Mostly they have family. In the family we target the mother, the one that cares about home economy and family wellbeing.
Personal situation: Single, in c sharing apartment...
Goal: To become part of the family and establish a good relationship with each member giving them an extra in their individual life.
Goal: To transmit reliability. approach of a local brand. To b of quality, nutritional informatio of buying local.
TARGET Takingintoaccountthedifferentareasofcommunication we have targeted three main groups to communicate.
ndary target )
et, Mini marts
hat live in Phnom Penh and buy
couple, married, small family,
. To present an international become the main brand because on and prize. To enforce the idea
3 TOURIST ( extra target ) Residency: Out Country. Purchase location: Mini marts, hostel, hotel Status: Medium class regular traveler, backpackers, high travelers Occupation: Workers / travelers Personal situation: Single, in couple, group of friends, small families Goal: To transmit reliability. To be in the main marts with easy communication that make easy the decision.
1. Make them know Brand awareness: make customer aware of the existence of the brand
3. Make them test People decide finally to try for the first time
FOLLOW TE STEPS
2. Make them like Give a good brand image and transmission of brandâ€™s values
4. Make them adopt To create relations with the brand, Leading to longer and repeated Purchase and contacts.
Design is the mirror of a brand identity
PANTONE 7687 C
PANTONE 485 C
THE FONT Bree thin ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Bree light ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Bree regular ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Ø 28 18.5 6
7.0 12.7 2.0
Ø 67.3 15.2
MARKETING TEXT Provida® IS YOUR EVERYDAY WATER Provida® is for you and your family, your best choice ! With its well-balanced mineral content, Provida® is suitable for all in the family any time, any day. Available in several formats to fit in your day – at home, at work, at school or on the go – there is a bottle of Provida® for you and your family. Provida® offers purity and authenticity to represent this high quality drinking water. Spring water from the mountains of Kampot, 100% natural.
We can define the packaging as a communication product strategy that must show the qualities of the product more than talking about the brand positioning and personality. ProvidaÂŽ is a cheap quality water, positioned as a mass market product. Therefore our brand would be offered to every customer through mass retailers or independent stores, and promoted through mass media.
This packaging is still in process. Melon Rouge provided already a design and wait for confirmation.
“Brand is not what you say it is. It is what they say it is”
BRAND TOUCH POINTS
Our communication is based on the promotion of the brand as a new product. Logo and bottles are important. We have to enforce the basic features as are: Natural Source Spring water From Kampot Mountains ProvidaÂŽ, Your every day water. Images have to reflect a quality product with an international approach but always remain naturality.
Some touch-points for the general brand Each of this points represent the user experience with ProvidaÂŽ brand. Once we have been defining the general approach of the brand it is time to make a close up and go one by one to develop a unique feeling that will build a consistent & strong customer experience with our brand. Brand identity has to be consistent in the application of each of this points, all of them have to be consistent in tone, positioning statement and brand application. Some of our touch-points have less impact than others and some of them will create brand awareness and others will influence in our customer choice some actions will lead us to enforce our positioning in the market and others will increase our sales Consistency and connexion between this points is key.
We want to build brand experience We want our customer to perceive all of our services and to have us in mind. We want them to think in quality in good quality, in availability of product wherever they want to buy it and in special treats that make the brand association active and interactive We want them to recommend us to their friends to have us in their fridge, to put a bottle of ProvidaÂŽ in their bag for school or in the bag for the gym. It has to be an easy decision that is made automatically because ProvidaÂŽ has to become a character in each family.
PRODUCT EMP LOY VE EES HI CL ES S CER UEN INFL
TE BSI WE ONLINE BANNERS NEW S L ET E T V E R E S N T S
H T U O M TO D R O W ADVERTISEMENT SOC P.O IAL M EDIA .S .M
Powerful communication has “always” been about getting people to pay attention and take action
Actors and interactions
Ag Pro 7
A dedicated Sales Force
A tailor-made Advertisement Campaign
A well organized Distribution
s for a good CAMPAIGN 1
good oduct 2
An appropriate Packaging & Identity
The accurate Price
A well-planned Production
A copy Strategy is a document that identify the basis upon which we expect consumers to purchase our brand in preference to competition. This is a portion in a marketing strategy that we have started at the beginning of this document. This part deals with the advertising copy. The fundamental content it is link with our product, ProvidaÂŽ, and the consumer need which ProvidaÂŽ is going to full-fill. All of this will facilitate the awareness of our brand and the purchase of our product. A copy strategy has to be CLEAR & SIMPLE. The copy Strategy identifies what benefits we are going to present . A good copy strategy will answer the question: Why should I buy this product rather than other?
THE 6 QUESTIONS/ Y&R 1- What is the most important about the market? In Cambodia the water market is not as saturated as in other areas in the world like Europe, or the United States. In Cambodia we have a variety of brands that positionate themselves as: drinkable water, purified water or Mineral water. The Local market is empty and reduces itself to Kulen as the only Cambodian mineral water option. Beside this fact Cambodians, very proud of their country but not confident about their products make the statement of: IMPORT = GOOD QUALITY In Provida® we made ourselves some questions to identify market needs and figure it out what is important or not: • What Cambodians need? Quality products that are accessible for a large amount of the population in urban, periurban and rural areas. • What Cambodians wantt? An aspirational product that make they feel their status in their hand. Usually this is linked to price, But as well we want to participate of the Cambodian empowerment with products.
2- What is the most important way our brand differs from the competitor? Provida® is the only Cambodian Spring water in the market. • What Cambodians need? Quality products that are accessible for a large amount of the population in urban, peri urban and rural areas. • What Cambodians want? An aspirational product that make they feel their status in their hand. Usually this is linked to price, But as well we want to participate of the Cambodian empowerment with products. 3- What is the marketing objective? Since Provida® is a new brand our main objective is to create awareness over the brand and the product benefits. 4- What is the role of advertisement in achieving this objectives? The role of advertisement will be to get into all Cambodian houses in all the provinces by TV, to be accessible in all the points of sales no mater the economic level of the area. To transmit through every piece the benefits of diking Provida®. To create aspirational characters that represent the value of our brand. To communicate in a dynamic language that everybody understand. To be present and make Cambodian Water customer switch their brands to Provida®. Gain the consumers’ awareness so they choose to purchase Provida® instead any other water specially because Provida® is hands down the better value and offers more benefits.
5- Who should the advertising talk to? Previously we have described our target as a brand but with this advertisement Campaign we want to reach Cambodian families an create generic character that represent the benefits of the brand with who each of the members in the family feel identify. We focus on a healthy and happy family that is natural but reflect aspirational family values. A strong educated woman that is a doctor, a young teenager that practise sports, a boy that is happy playing & a father that takes care of his family and does part of the family tasks as is taking care of the baby. 5- What do we want our customers feel or think about our product & brand? We want our customer to perceive our brand as natural and non pretentious. Honesty, quality & naturality are our main Values.
THE CAMPAIGN PRODUCT: Provida® Water CAMPAIGN NAME: Share life! KEY FACTS: Convince the consumer that Provida® is a great product, and that its value, versatility, and many use benefits. Advertising must show and demonstrate clearly what benefit the consumer gains by choosing Provida® over any other brand. CAMPAIGN OBJECTIVE: Create brand awareness so the consumer prefers and buys Provida® over leading competitor’s products. To make our customers ambassadors of our brand by sharing the message. Advertising will convince the consumer by highlighting the products attributes (good quality and cheap), benefits (good for your health and good for the health of all the family including babies), values (modern, international, and natural), personalities (honest), and the brand essence (good for all the family, anytime, anywhere). CREATIVE STRATEGY: Prospect Definition: Men and women, ages 2-55, although not limited to income levels due to product category and prices, advertising will focus on middle-class families.
Psychographics - Individuals use the product to enhance or improve their lifestyle or they want an inexpensive way to be healthier by drinking a natural spring water. Married or Single adults, and children will be interested in the values and benefits offered by Provida®. The fact that the product will be sold almost in all the retailers will be attractive to the targeted market. Product price and quality of the product will also appeal to these particular target audiences. Principle Competition – Kulen water because is the other mineral (natural) Cambodian water and Angkor Puro and all other manufacturers of purified waters by price. Consumer Benefit/Promise – Inexpensive and quality water for everyone; anywhere, anytime that helps you to stay healthy. Reason Why – Everyone benefits from activity that promotes healthy lifestyles, improves someone’s abilities, or enriches relationships between the ones we care about most. Headline – Amazing fun for everyone and it won’t break your window. Tagline – Provida® - Good for your health. Share it!. Provida® - Good for all the family. Share it!. Provida® - Good for hydration. Share it!.
TV ADVERTISEMENT SCRIPT:
Passing throw the clouds we discover the green landscape of Kampot mountains and the camera goes fast targeting a source of water among the mountains. A *foreigner is standing by the source looking into the water when he takes water from the source into his metallic bottle, he drinks and throw it to the air. *The guy, a barang that represent the international sector The scene changes to a *doctor woman that is at the hospital. She catch the bottle and drinks and say. “Provida is good for your health” She drinks and pass the bottle again. (Bottle of 500ml.) *We can see she is a Doctor because she wears a white vest and we can imagine on the background is a hospital because is white and with a bright illumination. The scene changes to a girl of around 17-18 years old that catch the bottle and drinks while running (exercising) and says “Provida keeps me hydrated” she drinks and throw the bottle of water again. (Bottle of 500ml.) The scene changes to a little boy 8-9 year old that it´s at school ad catch it and he say “I can take Provida everywhere!” drinks and throw it. (Bottle of 330ml.)
The scene changes and now we are in the house of the family (all the characters that we have seen before plus the dad and the baby). The father catch the bottle and he uses it to prepare the bottle of the baby and says “Provida it´s good for all the family” near by him the mother is with the baby. “PROVIDA, NATURAL WATER FROM KAMPOT MOUNTAINS” with a static image of all the bottles of the family of Provida, the website & the icon of Facebook.
VISUALS & APPLICATIONS
RECOMMENDED ACTIVITIES At Melon Rouge we have developed a list with different actions and communication materials to improve the visibility of ProvidaÂŽ.
GO TO DOCUMENT>