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Retail Refresh
Brand Strategist
The Research
THE PRODUCT:
Born from science
Founded in the 1970s
Non-Premium
Low-involvement
Affordable
Accessible
Durable
Odor & stain resistant
Environmentally friendly
Convenient
THE CONSUMER:
Nalgene’s target consumer are people who enjoy adventures.
The buying process for Nalgene water bottles is low involvement since the product is cheap and not premium.
In our survey it was determined that 77% of people use a reusable water bottle every single day and do so to remain hydrated and healthy.
People typically purchase reusable water bottles when browsing their local Walmart or Target.
Those who buy Nalgene do so because they are affordable and durable.
THE CATEGORY TRENDS:
Trend #1: People are becoming more environmentally conscious.
2.5 Million plastic bottles are trashed hourly in the United States. 56% of adults who have drunk and bought bottled water feel guilty. As a result, more people are using reusable water bottles. 32% of survey respondents said they purchase reusable water bottles because they are eco-friendly.
Trend #2: Younger consumers are interested in health benefits of water.
While older consumers are more likely to simply want to hydrate and quench their thirst, younger consumers are more likely to seek additional benefits from water. This makes younger consumers more open to enhanced and innovative bottled water products.
Trend #3: Consumers own multiple water bottles that they use for different functions.
A bottle’s function and features is the main aspect that consumers consider when purchasing a new water bottle (62% of survey respondents). Over 70% of people own 3 or more water bottles. This is because people tend to use different bottles for different activities. The bottle a person brings to work is different from the one that they use at the gym.
THE COMPETITION:
Large number of competitors (majority sell premium products).
Higher-priced (premium) competitors, such a Yeti and S'well, dominate in the thermal performance bottle segment.
Lower-priced (regular) competitors are store brands and bottled water.
In the Product Life Cycle, Nalgene is in the maturity stage. Many of Nalgene's competitors are in the growth stage due to product innovation and new technological advancements.
LOTS OF FEATURES
LIMITED FEATURES
THE STRATEGIC WHITESPACE:
Nalgene is a low cost water bottle with "basic" features.
There is a strategic whitespace to position Nalgene as being a lower cost water bottle with more features.
Existing water bottles in the market with lots of features are costly.
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