Marketing Situation And Marketing Goals
After the years of 1997 and 1998, when Good Water was able to reach a maximum exploitation of its dominant market position in the segment of table water, there was a significant growth of competitive pressure from other table and mineral water producers from the beginning of 1999. Because of the development in this segment the name of "Good Water" became a synonym for packed table or mineral water. However in the last period this advantage was becoming more and more counterproductive, especially at the moment when competition started to utilize similar or identical forms of communication to create identical communication messages and last but not least to adjust both the form and the appearance of the packaging of its products with the aim of maximum approaching the appearance of Good Water products. On first signs of starting stagnation in the production of non-flavoured waters all producers started to stretch their product range by flavoured products and a further growth of market share started to shift to this segment.
After a detailed analysis of this trend, a strategic decision was made to modernize the appearance of the packaging of Good Water products and to change the overall way of communication with the target group.
The basic marketing goal for the year 2000 was to differentiate the Good Water brand remarkably from the competition, to ensure the conditions for maintaining the current volume of non-flavoured waters production and to generate the growth in the sales of flavoured waters.
Campaign Goals
The specific goal of the campaign consisted in introducing a new appearance of the product (two new labels on a 1.5-litre bottle) and a new appearance of the packaging of Good Water family packs to the target group, and thanks to this to make sure that Good Water would be identified more quickly and easily at points of sale.
The main goal of the campaign involved familiarizing the target group with all the breadth of the Good Water product range, staying in basic accordance with the previous, family-oriented communication and on the other side arousing a new and fresh interest in the brand and above all in the flavoured products.
Target Group
In the same way as with mineral water, there is a trend of changing a typical point of purchase of the table water. Here as well, a supermarket becomes a characteristic place where the purchase is executed. With the change of shopping habits goes hand in hand also a gradual change of the target group, and this from the housewives 18+ to the target group where men make up 43% and women 57% (source: Median Market&Media&Lifestyle). The age groups most significantly represented in the target group are the categories of 20-49 years of age - 67% in total. The education level reached by the target group - secondary school prevails in view of the population. On the basis of ABCD classification the most important are Classes B and C, which make up 53% of the target group.
Communication Strategy
Within the communication strategy the greatest emphasis was put on TV (80% of the budget) with the aim of creating a broad awareness within the target group. During the year there were four TV spots (lifetime, mirror, pantry, shopping), while the basic and key spot "Pantry" was used in five other options. There was also a contest called "Good gifts with Good Water" in the sphere of sales promotion events as a value added to the brand, with the goal of acquiring new consumers and increasing the shopping volume of current consumers. The setting of the parameters of the contest (possibility of getting more points) gave priority to the flavoured waters.
Creative Strategy
The primary goal consisted in giving an unforced and cheerful message to the target group, saying:
- It is necessary to distinguish between various brands of waters, not each of them is Good Water
- Good Water is suitable for everyday consumption, there is no need to switch between brands as there is with mineral waters
- Good Water is not only "red" or "blue", but also lemon, orange or grapefruit
- Good Water is a drink for the entire family and that´s why it should be "home every day"
As the principal form of the communication message was selected a sitcom because it had never been used in the Czech Republic before and above all it made and still makes possible to create a series of communication messages, which is naturally set into simple action situations which the model family experiences. The target group can easily identify with the model family. At the beginning of the campaign a coincidence brought a collision because the Oskar sitcom was released at the same time, but owing to its specific features it did not endanger our project eventually.
Media Strategy
As the main and principal medium was selected television - a very efficient and progressive medium for a fast launch of the client´s new logo and of the new flavours:
- the emphasis on fast and efficient impact on the target group
- the optimal price for the impact on one member of the given target group
- the course and the results are exactly measurable thanks to superior media (people-meter) research - the corrections of broadcasting the spots in compliance with the trend of the client´s business results
- thanks to the combination of audiovisual perceptions the target groups gets a higher awareness of the brand
- the goal of using the creativity to assure the spread of the primary target group into other target groups, and thus to nurture new and prospective consumers and their brand loyalty
Good Water plan in 2000: the choice of television channels - according to the percentage of viewers: CT1, Prima, Nova
March-December 2000: communication of new image spots and of current and new products - flavoured Good Waters with a new bottle and labels.
Results
In the course of the monitored period from the beginning of the campaign, i.e. April 1, 2000 - December 31, 2000, there was an overall increase in sales of all products of Good Water brand by 7.1%, with almost doubling the sales of the flavoured waters - an increase by 95.3% (source: HBSW, a.s.). This increase in such a highly competitive environment and in view of the brand´s position and the situation on the market can be considered a great success, especially when taking into account the fact that the market growth is driven by mineral waters. The efficiency of the investment into the promotion is well demonstrated by the fact that the increase in sales of all the Good Water products itself made up, among others, for all the costs of the advertising campaigns executed in the year 2000 (source: HBSW, a.s.).
In the top-of-mind rank of advertising table and mineral waters Good Water ranked first, 38.2% of respondents managed to mention it, with 33.2% of respondents with Mattoni and 5% with Aquila (source: AVE 2000).
In the overall spontaneous knowledge of mineral and table water advertising (the number of the mentioned commercials compared to the total number of answers), Good Water ranked first as well with 35.6%. Mattoni reached 24.5% and Aquila 6% (source: AVE 2000).
The respondents who know the Good Water commercial show a 96.6% capability to match it with a specific and correct motif (Mattoni 91.1% and Aquila 61.7%) (source: AVE 2000).
The Good Water spots were evaluated as the most popular ones of the decennium (Good Water 9%, Oskar 8%, Coca-Cola 7%) (source: Marktest, Sofres-Factum).