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Turn On - Promoting Tap Water to Uni Students
1. HOW CAN
WE GET
UC’S SUPPORT
TO GO
PLASTIC BOTTLE FREE?
2. [TheSituation]
90% of the
$2.53 $1 for cost of
per tap bottled
water water
litre
Some
25% are NO restaurants and
entertainment
sourced
outlet restrict
from
the availability
tapwater
of tap water
Source: (HSC, 2008)
(Jeff, A 2008)
3. [TheSituation]
Canberra’s Water
Based on ACTEW AGL’s report,
Canberra’s tap water is safe to drink
and well regulated.
Source: (ActewAGL 2010)
4. What can we get from that?
Going Bottled Free is Important for the
environment, image, health
And it can be done!
5. [ConsumerInsight]
Consumers are described as more health
conscious and socially aware
They drink because they need it, for
convenience, health purpose, taste,
alternative to other packaged beverages and
not satisfied with tap water
Source: (ABWI 2010)
6. [Who Are We Talking To?]
Demographics
Total Population: 23,920
Age: 18 –40 years old
Occupation: Student & Staff of UC
Education level: College, undergraduate, postgraduate
Domestic – 89%
International – 11% from more than 96 countries
Non English speaking background – 20%
Undergraduates – 78%
Over 25 years old (average) – 26%
Source:
(Wijaya 2010)
(Good Uni Guide, 2010)
(UAC, 2010)
7. [Who Are We Talking To?]
Psychographics
Health conscious
Frequent consumers of water
Active and adventurous
Seek convenience
Latest trends
Generally not concerned on environmental issues but is aware of it
Technology savvy
Source:
Team Research & Analysis
(McCrindle & Wolfinger, 2009)
8. [Who Are We Talking To?]
Consumer Decision Process - Purchasing bottled water
Problem recognition
Thirst, dehydration from daily activities, during meals
Information Search
Own Bottle, Friends, Cafes (Refectory, Mizzuna, Sizzle
Café), Stores (The Hub) or Vending Machines
Source:
Team Research & Analysis
9. [Who Are We Talking To?]
Consumer Decision Process - Purchasing bottled water
Evaluation of Alternatives
Spring, mineral, sparkling, vitamin or flavoured water
Purchase
Bottled water is widely available everywhere on campus -
Mount Franklin, Vitamin Water, Pump Water
Source:
Team Research & Analysis
10. [Who Are We Talking To?]
Consumer Decision Process -
Purchasing bottled water
Post Purchase Behaviour
The satisfaction from quenching thirst
Source:
Team Research & Analysis
12. [Who Are We Talking To?]
Decision Making Model in
Purchasing Bottled Water
Role Decision Maker
Initiator Self, Family, Friends
Gatekeeper Friends, Family, Colleagues
Influencer Friends, Family, Colleagues
Decider Self, Family
Buyer Self Family
User Self, Friends
Source:
Team Research & Analysis
14. Why?
What do you buy Bottled Water for?
Taste Refreshment Brand Design Convenience Impulse Others
3%
8% 10%
27%
37%
6%
9%
Source:
Team Research & Analysis
16. How Clean?
Do you think that Bottled Water is cleaner than tap water?
Yes No
29%
71%
Source:
Team Research & Analysis
17. [OurSolution]
Points of Parity and Difference
+
Parity: Difference:
Water Free
Healthy Environmental Friendly
Convenient
Source:
Team Research & Analysis
18. The Problem?
They think that bottled water
TASTE DIFFERENT and is CLEANER than tap water
19. [OurSolution]
The Direction
Convenience
Refreshment & Satisfaction
Interaction
Difference: Free
Source:
Team Research & Analysis
21. [OurSolution]
Key Message
The Convenience of Acquiring
Water Whenever and Wherever at
no cost
It is so easy to achieve the
refreshment and satisfaction