Executive Summary

Billy Bubbles is a soda gas product in the form of a cylinder that can be
reused so it doesn't add a lot of waste. The user persona and target market of Billy
Bubbles is clearly visible, namely The Changemaker where they have the motivation
to help improve environmental problems and improve their health problems but can
still taste good drinks. Therefore, to increase higher motivation for consumers, there
are 3 concept ideas that appear, namely the first idea is a digital-based soda machine,
the second idea is a soda machine with environmentally friendly materials and the last
idea is a travel size soda machine. But with all considerations, there is 1 idea chosen,
namely the first idea. From this first idea, the name of the product that was formed
was Billy Spitzer where Billy Spitzer was able to determine the strength of the soda
gas and the desired taste through an application issued by Billy Bubbles.

Introduction

Soda gas is one of the ingredients that is often used in producing carbonated
drinks. Since long ago, soft drinks have had their own level of popularity. Soda drinks
tend to give a different sensation compared to other drinks, many people like the
"frizzy" sensation they feel when drinking soft drinks (“Get Smart When Setting
Goals,” 2020). Evidence of the success of coke is the success of Coca-Cola, which
many people like. Coca-Cola can be consumed as a side dish for drinks or at parties
or big events because the price is economical and can provide a pleasant sensation.
However, as we know that this soda tends to quickly lose its gas, especially if
the product has been opened and left for a long time, it will cause the gas in the soda
to evaporate, causing the drink to become plain or only in accordance with the taste
that is in the drink (Arora, 2006). For example, Coca-Cola whose soda has evaporated
will only give a sweet taste to the drink, as well as Fanta, Sprite, and sparkling water
that have evaporated will only give the taste of plain water. With the addition of this
soda, it creates a "frizzy" sensation that makes people feel more exciting and fun.
 With the level of popularity of soda drinks, many business people have set up
various businesses where they can make their own soft drinks. Soda is made from
carbon dioxide or CO2, many business people make machines to be able to mix soda
gas in our drinks. The existence of this machine makes it easier for people to be able
to maintain the sensation of soda drinks longer, they can also add their own soda into
the soda that has evaporated to restore the desired soda sensation.
However, this also causes many negative impacts where a lot of waste from
used soda refills and cans of soda gas are scattered and not recycled. This excessive
consumption causes the environment to be full of waste and garbage (Parker,2021). In
addition, consuming canned soda which is usually sold in the market is also not good
for health because it can cause health problems, especially diabetes because the sugar
content in canned sodas with flavors tends to be quite high. This is also what causes
many people to buy their own soda machines and soda gas to be able to produce their
own. However, the risk of this is that it can affect the stability and environmental
conditions which are full of machine waste, plastics, and metals.
Until now, there are many companies that produce soda gas packaging made
from plastic and are not reused, causing plastic waste to accumulate. An Australian
company, Billy Bubbles, has innovated a soda gas product where their gas cylinders
can be reused after they run out so they don't add a lot of waste (Billy Bubbles, n.d.).
With many environmental problems and their impacts that endanger life, making
people more concerned about environmental problems by innovating more products
that are more environmentally-friendly and not damaging. The government and
various large organizations in the world have also made various policies to minimize
waste, such as using goodie bags for shopping and also using stainless straws as a
substitute for plastic straws.
Soda gas and soda machine makers usually have a target market for families
because the machines tend to be used in private homes for family purposes (Spanjol
et al., 2011). In addition, the intended target is more for people who are concerned
about environmental problems as well as health because the soda drinks made can be
adapted to body conditions and maximum capacity so as not to have excessive and
harmful effects for consumers. With the soda machine and soda gas, people can be
more aware of environmental and health conditions.
Therefore, it appears that the persona of the intended target market is The
Change Maker. The change makers in question are those who have the motivation
and interest to help improve environmental problems and want to improve their health
problems so that their body conditions become healthier but can still taste good drinks
(Fuchs & Schreier, 2010). In this case, the characteristics possessed are those who
like soda drinks, often feel guilty about drinking soda and are very concerned about
their health. They also have a pretty bad habit of always being tempted by drinks that
endanger their health or unhealthy products.
Therefore, their needs and goals are to want a better way to still taste delicious
but healthy soda drinks. They need this way so that they don't feel guilty if they drink
soda and they don't have to think too much about what illness will happen to them
from drinking soda.
In the marketing process, business actors have also implemented a SMART
strategy (specific, measurable, attainable, realistic, timely) to maximize the goals they
want. By implementing specific goals, for example, their products focus on being
able to reduce environmental problems, it can be measured by looking at the
contribution of the product in overcoming environmental problems, to determining an
estimate of the achievement of the desired goals. Product sales must also ensure
efficiency and quantity so that the company can be more successful and increase its
contribution to efforts to improve the environment

Ideation and screening

The product to be developed is a product from Billy Bubbles. Billy Bubbles'
current products are soda machines and soda gas whose cans can be exchanged so
that they can be more environmentally friendly in the future. For innovations that
focus on being environmentally friendly, innovative, and can also be a competitive
advantage for the company. There are several ideas that can be developed by Billy
Bubbles in the soda gas business he produces, namely:
 1. Making a digital and flavorful based soda machine
Soda machines that are made can use materials that are more environmental
friendly. In addition, with current technological developments, it can be used
by making a digital-based soda machine where we can adjust the desired
amount of soda from a smartphone. This digital access also allows users to set
the brewing time they want at certain hours so that it is more automated.
Finally, there is a flavor enhancer in the machine so that soda drinks can be
made according to the taste that consumers want.

2. Soda machine made from recycled or environmental friendly metals

Soda machines that are made can use recycled metals as basic materials. In
this way, we can reduce metal waste because it can be reused to produce other
products.

3. Travel size soda machine

Fizzy drinks are quite popular among the people, therefore one of the
innovations that can be made is to make a smaller soda machine so that it is
more convenient to carry around, especially during certain events. The
concept of this soda machine uses a battery so that it can be used anytime
without worrying about available resources around.

Final concept elaboration

After considering various existing concepts and ideas, the concept that was
taken was the first of the three existing ideas where the concept of this idea is that the
soda machine can be used digitally and also given features that can add flavor to the
soda drinks that are made. Two other ideas that have been thought of previously are
not suitable to be realized because it is difficult to find metals that are recycled under
standard conditions, then also for a travel size soda machine it is also not very
convenient because its small size will make the amount of soda available as well.
small. If it is used alone, it may not have much effect and is still sufficient, but if it is
used for event needs, it can cause problems such as insufficient quantity of soda and
need to be refilled many times so it is not convenient to use.
The name of the latest soda machine released by Billy Bubbles is Billy
Spritzer. The name Spitzer is taken from a word that means chilled and carbonated
drink. In accordance with Billy Spitzer's name, this is a soda machine that can be
compatible with various types and can be run digitally through the device of each user
by simply downloading the application that will be made by Billy Bubbles. The soda
machine can make users adjust their desires in determining the taste of their drinks
such as strawberry flavor, lemon flavor, orange flavor, papaya flavor and so on.
Plus, there will be a feature underneath that allows them to determine the
strength of the soda gas, such as wanting a lot of soda gas or a little can be adjusted
according to their wishes and the engine immediately responds as instructed through
the application when the user has pressed the start button. The following is a
prototype of the Billy Spitzer application.

Positioning
In the positioning of the latest product, namely Billy Spitzer, it can be seen
that there are emerging competitors, namely JXXM and Softel Soda Maker. In this
case, better attention is needed in terms of price and quality from Billy Spitzer so that
the target market prefers to buy and use Billy Spitzer from others.
 From the positioning above, it can be seen that Billy Spitzer owned by Billy
Bubbles has the best quality but the price is still affordable, which is Rp. 1,899,000.
This is because there are several advantages of Billy Spitzer, namely the existence of
2 unique main features, namely adjusting the size of the gas and adjusting the taste of
the drink. Plus Billy Spitzer can be connected digitally which makes it easier for users
to operate Billy Spitzer.
While Softel itself does have a low price of AU$135 but the products are
fragile and have low quality. They also do not have the unique qualities offered by
Billy Spitzer. While the JXXM does have a high quality with a fairly affordable price
of AU$150 but the highest quality is still held by Billy Spitzer.

Product Attributes & Design

Based on the concept developed by Billy Spitzer, an application will be developed.
The following is a prototype of the Billy Spitzer application.
 From the Billy Spitzer home page application, it can be seen that there are 2
main features that are highlighted, namely Flavor and Gas. In this flavor, each user
can determine the flavor he wants. Examples such as lemons, oranges, strawberries
and others. Users only need to swipe right to see the available flavors at that time.
When the user has selected the desired flavor, there is a sign indicating that the user
has chosen that flavor, namely the border of the selected flavor changes to yellow, as
shown in the image above, if the lemon flavor is selected, the border changes to
yellow. The flavor of the soda is using a capsule, like a coffee capsule that we usually
used in our coffee machine. The capsule itself is made from aluminum that causing
them environmentally friendly than use a plastic based capsule.

Then in this gas feature, the user has a slide button that allows users to directly
adjust the gas through the slide button starting from the left which is the smallest to
the right which is the largest. This slide button makes it easier for users and improves
the user experience. Then after setting everything the user can directly click start to
start the command on the machine. While the prototype of the soda machine itself is
like the picture below.
There are 2 engine colors offered by Billy Bubbles, namely red and black. At the top
of the machine, there are on and off buttons as well as gas and taste settings desired
by the user. In this case, the user can choose to operate the machine through the
application or through the machine. The machine is also made of metal so that it is
not fragile and has quality but is marketed at an affordable price.

Environmental Cred
In the soda industry, Billy Spritzer will be able to contribute to helping the
government's efforts to reduce excessive waste. This waste can be reduced because
the plastic product for the soda bottles used is plastic that has been recycled so it does
not increase the amount of waste in the surrounding environment (Perling, 2013). The
raw material for aluminum used in soda gas and flavorings will also be aluminum
alloy 6061, this type of aluminum is macbook grade aluminum so it will provide
premium quality and can be recycled again (Verma & Rao, 2018).
Apart from that, the presence of Billy Spritzer can make it easier for people to
be able to make their own soda drink. They can also reduce the purchase of canned
drinks which will make waste accumulate and also regulate the composition of their
respective sodas.

Product feature roadmap

In the future, especially in the next 2 generations, the expected product
evolution in the Billy Spritzer is that the technology used can be even more
sophisticated. For example, there is automatic cleaning on a regular basis as well as a
reminder for users if there is too little soda gas or flavoring in the machine. Users will
be reminded to refill the soda gas and flavorings that are in the machine. Another
feature that will be developed is that Billy Spritzer can produce even more sodas at
once. For example, you can make 3 bottles at a time so that it is more efficient and
also saves time. Apart from that, another feature that will be developed is the glass
that has been filled will shift automatically and be replaced with another glass that is
still empty. This machine system will be like an automatic machine where the bottle
or soda glass will rotate after being filled with soda according to the desired quantity.
In this way, Billy Spritzer will look more futuristic from time to time, this product
will also continue to develop by utilizing the latest, most sophisticated and efficient
technology for public use.
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