Thinking through the Bodies > Beliefs > Behaviors > Bucks (Benefits) framework....
Collecting data on the 1st B (bodies) of the 4Bs has been a bit of a challenge. Given that my business objective was clear earn 3% share of non-alcoholic beverage (NAB) market for glass by 2013 - didn't think that Bodies portion would be that big a deal. But market data is very scattered around who and in what packaging and with what frequency is consuming NAB in the US. Still searching through many market sources (Mintel, etc.)
Once I have this, the next 3 Bs should be easy. The last B of Bucks and Benefits can be addressed as:
Bucks - revenue stream for O-I based on additional 3% sale
Benefits - carbon footprint reduction of glass vs. plastic/aluminum (have some numbers on kgCo2 per average bottle in each packaging type)
Continuing with the data search for the 1st B....
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So, finally I got around to getting the numbers for the 4Bs
ReplyDelete1. Bodies - Based on the population info with the US Census bureau and percent consumption amongst 18+ adults in US, the target audience stands at about 107 million people.
2. Beliefs - estimated that 30% of these people should be able to change their belief about the benefits of glass
3. Behaviors - given that a belief change may not translate into a behavior change, and that glass may not be available anyways even if they wanted to buy it, I am estimating that only 10% of these people will change their behavior of buying glass.
5. Benefits - this conversion rate of about 3% people and the consumption level of about 3.5 bottles of NAB every week, and comparing the carbon footprint differences of glass v. plastic, I came up with a CO2 reduction of about 125,000 tonnes over 3 years.