After meeting the Prof, and as I am working on the final report, here are a few adjustments to the plan:
1. Dynamic variable(s):
Reduced to only one - environment-friendliness - needs to be supported by data (which is available via LCA studies). This is going to be the only key differentiator to be used for promoting glass.
2. Simplified the 5-point positioning statement:
Current Belief - Plastic is more convenient, glass is not
Desired belief - Glass is environmently better than plastic
Consumer Proposition - Glass is more eco-friendly than plastic. For every bottle of glass you buy instead of plastic, you help save 72 grams of CO2 emissions. Plastic adds to environmental waste.
3. Product:
Bundle of benefits - going to only stress on the search attribute of glass being environment-friendly (supported by data and testimonials)
4. Communication Plan:
Message Focus: more on importance of recycling and environmental issues
It's been a fun journey doing all this analysis and going through the different stages... on the home stretch now....
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