For the 5-point positiioning statement, I have the following:
1. Current Do:
Buy non-alcoholic beverages in plastics packaging
2. Current Belief:
Plastics and aluminum are more convenient, cheaper and glass adds no particular value, so why pay more
3. Desired Belief:
Glass is good for the environment and good for my health
4. Desired Do:
Buy beverages in glass bottles
5. Consumer Proposition:
Glass is the most eco-friendly packaging material with the lowest carbon footprint. It is inert and preserves taste the best. Glass looks premium. Plastics leaches contaminants in your beverage and adds to environmental waste.
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