Tran Ngoc Ha Anh

Dao Ngoc Diep

Nguyen Do Quyen
Le Thuy Tien

aquafina
Nguyen Thu Trang
Vu Thi Minh Tu

marketing innovation
contents 0 overview of aquafina
1
02 current performance

03 marketing innovation
LO2:Cultureoverview of aquafina
affects all business functions

Bottled water brand from PepsiCo Kansas, 1994 Ensure 100% pure water
 LO2:Culturecurrent
affectsperformance
all business functions
swot analysis

Strengths Weaknesses Opportunities Threats

Health and hygiene Environmentally

Strong parent company
conscious friendly packaging
 LO2:Culturecurrent
affectsperformance
all business functions
swot analysis

Strengths Weaknesses Opportunities Threats

Lack of differentiating
High competition Misuse of empty bottles
factors
 LO2:Culturecurrent
affectsperformance
all business functions
swot analysis

Strengths Weaknesses Opportunities Threats

Raising awareness Distribution channels

Bottled water is a healthier option, Online selling and
concerning water diseases and their consequences omni-channel advertising strategy
 LO2:Culturecurrent
affectsperformance
all business functions
swot analysis

Strengths Weaknesses Opportunities Threats

Water shortage limits Low capital requirement: easy

Local competition
companies supply ability for new entrance
 LO2:Culturecurrent
affectsperformance
all business functions
competitive advantages
Purification process

1 2 3
Complex purified processes
Advanced technology Ensure 100% pure water
 LO2:Culturecurrent
affectsperformance
all business functions
competitive advantages
Brand diversification

1 2 3
Regular bottled water Flavored water Vitamins water
 LO2:Culturecurrent
affectsperformance
all business functions
unique selling point (usp)

MINDSET DISTRIBUTION PRODUCT DESIGN

Tap into beauty industry Sell product in Smart & special design,
with an image of unique & unexpected corresponded to
beauty & purity. places. customer’s need.
LO2:Culturemarketing innovation
affects all business functions

college students
 LO2:Culturemarketing innovation
affects all business functions
objectives – smart model
 New customer segmentation
Why college students ?

Release on entrance exam day

New key image: “pure” & “ambitious”

Easily accessed group with suitable price

Raise 25% of Vietnamese college students’

awareness through social media
 LO2:Culturemarketing innovation
affects all business functions
objectives – smart model
 At least 300,000 media interactions in the first month

S
specific
State what
you will do

Use action

.....
words
 LO2:Culturemarketing innovation
affects all business functions
objectives – smart model

 10% increase in the number of the interactions

m  Final target reached 1 week before launch date

measurable
Provide a way to
evaluate

Use metrics or

.....
data tarfets
 LO2:Culturemarketing innovation
affects all business functions
objectives – smart model

2019 fashion show: college student's interactions on Facebook

a • 37.6% increased in Aquafina brand awareness

• 42% increased compared to total others brand awareness

attainable
Within your
scope

Possible to

.....
complish
 LO2:Culturemarketing innovation
affects all business functions
objectives – smart model

 Facebook is a good communication tool towards students

r
relevant
Make sence
within your job
function

.....
New
improvements
 LO2:Culturemarketing innovation
affects all business functions
objectives – smart model

 Planning done 2 months before the launch date

 Media campaign starts 1 month in advance
t  2/3 target reached 1 week before launch date.

time-based
State when it is
done

Specific date and

.....
timeline
 LO2:Culturemarketing innovation
affects all business functions
4Ps – promotion
Through Facebook

Began as a service for students Great tool to approach to college students

.....
 LO2:Culturemarketing innovation
affects all business functions
4Ps – promotion
Through videos sharing websites

Trendy contents

Unique and relevant to the youth

Key words: refresh, creative, etc

.....
 LO2:Culturemarketing innovation
affects all business functions
4Ps – promotion
Through hashtags

Encourage students to share their college experience #aquafina

#vuoncaobayxa
Share through photos, videos, and personal stories
#aquafina
#thicudequa

#aquafina
#bangdiemtoana

.....
 LO2:Culturemarketing innovation
affects all business functions
4Ps – promotion
Through students’ review

Share through Facebook Review sector

Basement to improve future products

.....
 LO2:Culturemarketing innovation
affects all business functions
4Ps – production
The psychology of color

Determine how customers respond to marketing

messages

College students: use strong colors that appeal to

passionate
 LO2:Culturemarketing innovation
affects all business functions
4Ps – production
Collaboration of contents and font sizes

Content and font design need to be in harmony

with each other

Straight and bold font: emphasize the passion and

consistency of the youth