Nalgene: Product Relaunch
Build a complete marketing plan to relaunch Nalgene Water Bottles.
While currently positioned as the water bottle for "everyday adventures," Nalgene bottles are rarely used by people while at the gym/when being active due to their limited features and functionality.
Primary Research: Conducted an online survey that received 110 responses.
Secondary Research: Nalgene Website; Mintel.
Completed a 4Cs analysis (Company/Product, Consumer, Category, and Competition), SWOT analysis, and perceptual map.
View the results here.
Your Water. Your Nalgene.
THE NEW PRODUCT:
A water bottle that’s yours. One you can customize no matter your adventure or activity.
Launch a line of interchangeable tops:
The tops contain a base that fits on the classic wide-mouth Nalgene bottle so that they can be switched out to suit your daily adventure.
There will be a variety of tops launched such as a sports/athlete top, a shaker/blender bottle top, and a storage top (see video below).
Launch a line of new accessories:
While Nalgene currently sells some accessories such as cosies and splash guards, they can expand to offer new accessories that compliment the new interchangeable tops: blender balls, carrying clips, and stickers to "make your Nalgene yours" and better suited for your daily activities.
THE MARKETING PLAN:
To leverage the customizable "Your Water. Your Nalgene." strategy, there will be “build-a-bottle” booths and displays in stores.
52% of people who purchase reusable water bottles purchase them from retail stores such as Walmart and Target.
For a limited time, a booth will be set up in the front of retailers with a Nalgene brand representative demonstrating the product and accessories. This will build hype and awareness so that when people walk into the store they can see the range of options available.
In water bottle aisles Nalgene interchangeable tops and accessories will be sold in a "build-a-bottle" display.
The display will demonstrate to consumers that they can customize their own bottle by picking a bottle color, top type, accessories, and stickers to suit their needs and personal style.
This allows individuals to truly experience building their own Nalgene!