Scope of the presentation

• Pre-research hypothesis.
• Respondent profile.
• Key findings from the research.
• Reaction to product.
• Key strategy points.
• Creative concepts.
• Reaction to creative concepts.
• Rating of creative concepts.
• Brand architecture.
• Brand names.
Pre-research hypothesis

1. Housewives understand that water supplied by municipal

corporation or collected from other sources are not suitable
for drinking.
2. Pure/safe drinking water is essential for health.
3. Boiled water is considered as the gold standard for
pure/safe water, suitable for drinking.
4. Aquaguard is the considered as the benchmark in water
purification system.
5. E-boiling, a very strong platform for Aquaguard.
 Emulated the quality of boiled water.
 Credible, as it uses electricity.
Pre-research hypothesis

5. Electricity enhances the performance perception of Aquaguard.

 Since electricity can kill.
6. UV technology, a strong and modern platform, difficult to fight.
Respondent profile

• Housewives
• SEC AB
• Users of purification methods like:
 Aquagaurd
 Boiled water
 ZeroB
 Gravity filter
 Pureit
• Cities: Mumbai, Chennai & Indore
• Methodology: Focus group discussions & In-depth
Key findings of the research

Association of health
• Good diet
• Safe/pure drinking water
• Household hygiene
• No infection
• Stress & hassle-free life
Key findings of the research

Associations of a healthy family

• Educated
• Hygienic
• Happy
Key findings of the research

Pure water vs. Safe water vs. Drinking water

• There was no difference witnessed between these.
• Pure water is safe and vice-versa. Similarly, pure or safe
water is suitable for drinking.
Key findings of the research

Associations of Pure or Safe water

• Crystal clear
• Odour-free
• Tasty – good to drink
• Quenches thirst
Key findings of the research

Different methods used for making water suitable for

drinking.
• Straining – Boiling – Straining
• Traditional gravitational filters
• Zero’B
• Aquaguard
• Pureit
Key findings of the research

Boiling vs. Candle filters vs. Zero’B vs. Pureit vs. Aquaguard
• There was no significant difference in quality of water
obtained from these various methods of purification.
• Though there was a marginal difference
 Best – Boiling, Aquaguard & Pureit
 Next best – Candle filter & Zero’B
Key findings of the research

Boiling
Pros
• A very reliable method for preparation of drinking water.
• Assured method of killing germs/bacteria present in the
water.
Key findings of the research

Boiling
Cons
• Age-old method
• Time consuming, tedious & inconvenient
• Not instant
• Limited shelf life
• High fuel consumption, therefore expensive
Key findings of the research

Candle filters
Pros
• There is more than one stage. Therefore, water is
scientifically filtered.
• It stores water. Therefore, there is no need to purify water
frequently.
• Very affordable.
Key findings of the research

Candle filters
Cons
• Takes a lot of time to collect purified water.
• The container, if not cleaned properly, can become breeding
ground for bacteria.
• The candles require frequent cleaning and are too brittle to
handle.
• The candles requires frequent replacement.
Key findings of the research

Zero’B
Pros
• Extremely affordable.
• Potable.
• Convenience.
Key findings of the research

Zero’B
Cons
• Filters only the suspended particle in the water.
• Iodine treatment spoils the taste of water, initially.
• With time, the efficacy cannot be relied upon.
Key findings of the research

Aquaguard
Pros
• Convenience came across as a very strong benefit.
• Very credible method for purifying water.
• Very effective method killing germs & bacteria.
• Perceived as value-for-money by current users.
Key findings of the research

Aquaguard
Cons
• High running cost.
 Electricity consumption.
 Annual maintenance cost.
• Requires continuous supply of water & electricity.
• Fitting requires additional provisions.
• No instant flow of water.
Key findings of the research

Reasons for buying Aquaguard

• Convenience
 Lack of time for any age-old process.
 Quick and instant.
• Change of lifestyle
 Need to upgrade to a modern purification system.
 Need to have better status association.
• Increase of disposable income – affordability.
Key findings of the research

Brand loyalty
• There seems there is no brand loyalty in the category, even
with Aquaguard users.
 This probably can be attributed to the reasons for buying
a high-end water purifier.
This is a probable gap that can be exploited.
Reaction to product

Response
• The most appreciated aspects of the product concept were
 Bio Silver Cartridge.
 0.5 microns’ porosity.
 Cartridge life of 2 yrs.
 Instant & water flow of 2 ltrs per minute.
 Easy maintenance & lower running cost.
 Looks and compactness
 No electricity (both positive as well as a negative)
Reaction to product

Response
• Created a perception of a product worth buying.
• Perceived it to be in the league of ‘AquaGuard’ both
worth-wise & value-wise.
• Aroused immense product curiosity.
• The appeal was mostly to the upper end of the strata.
Reaction to product

Response
• The smaller desk top model was widely accepted as the best
of the lot.
• The bigger wall hanging model was rated the second best
followed by the small wall hanging.
Reaction to product

Response
• There were some concerns also.
 The cartridge in the product was instantly compared to
the candle in a traditional gravitational filter.
 Apprehension in the efficiency of the purifier as it does not
use either electricity or battery to kill germs and bacteria.
 Availability of spare parts, as the brand was international.
 Sturdiness since the product looked delicate.
Key strategy points

• Marginal difference amongst the various purification

methods.
• Up-gradation to expensive purification methods were due to
lifestyle & status rather than functional superiority.
• Functional efficiency almost taken for granted from a known
brand.
• No strong brand loyalty within the category.
• Modern water purifier, a clear choice of the upmarket
households.
Creative ideation workshop
Concept 1
Concept 2
Concept 3
Concept 4
Concept 5
Respondent profile

• Sec A
• Female: 27 yrs to 30 yrs
• Male: 30 yrs to 32 yrs
• Graduate & Post-graduate
• Married
• Nuclear family
• Upmarket locality
• Owns a washing machine
Fresh water

• Instant association
• Sparkling water
• More oxygen
• Lighter water
• Processed water
• Newly born
Fresh water

Benefit association
• Lively
• Energetic
• Refreshing
• Improves life span
• Healthy
• Remain young
Concept 1
‘It must be the water’

Perception of product delivery

• Clean & pure water which would be germ free, smell free
and light.
Benefit associations
• Water that refreshes you, energises you.
• Water that cools you and quenches your thirst.
• Healthy and happy family.
‘It must be the water’

Credibility
• It was highly credible as a claim from a water purifier brand.
Downside
• It was seen as too generic to water.
Concept 2
‘Water which is light’

Perception of product delivery

• Natural, sparkling clear water which would be light and
would retain all the essential minerals.
• There would be no chemicals in the water.
Benefit associations
• Water that makes you feel satisfied.
• Water that would aid in digestion.
• Leaves you feeling light and happy.
‘Water which is light’

Credibility
• It was seen as a credible claim from a purifier.
Downside
• It is not competitive enough since all kinds of purified water
is seen as light.
• It was seen as a support more than a positioning.
Concept 3
‘Water you can see through’

Perception of product delivery

• Pure, germ-free natural water which would be crystal clear.
• Highly transparent water.
Benefit associations
• Water that refreshes, revitalizes and energises you.
‘Water you can see through’

Credibility
• It was seen as a credible claim from a purifier.
Downside
• It is not competitive enough since all kinds of purified water
is seen as transparent.
• It was seen as a support more than a positioning.
Concept 4
‘Water gives life. We add life to water’

Perception of product delivery

• Pure and drinkable as good as it can get.
• Would be adding additional nutrients to make it tasty and
healthy.
• Would arrest all bacterial growth.
• Would retain the originality of water.
‘Water gives life. We add life to water’

Benefit associations
• Water that will make you come alive.
• Water that will provide you energy.
• Water that will leave you feeling fresh .
• Water that will leave you satisfied and happy always.
‘Water gives life. We add life to water’

Credibility
It was seen has highly credible.
Uniqueness
• It was seen as very closely associated with our brand.
Concept 5
‘Age can dissolve in water’

Perception of product delivery

• Natural water with a good taste.
Benefit associations
• Pure water, which aids in healthy living and thus increases
life span.
• Cool and fresh water which will bring a glow on the face.
‘Age can dissolve in water’

Credibility
• It was least credible.
• Looked like an over promise from a water purifier brand.
Preferential rating of the concepts

• Water gives life. We add life to water.

• Water you can see through
• It must be the water
• As light as water
• Age can dissolve in water
Additional supports

• .5 micron story.
• Bio-silver cartridge story.
• Breaks water into micro particles.
• No power. (Also leading to safety pertaining to children)
• Compact size.
• Aesthetics.
Brand immersion workshop
Brand names & logo

• Cien (Spanish for 100%, fullness, whole)

• Elixo (From Elixir – a liquid believed to cure all illness)
• Setenta (Spanish – the world and human body is 70% water)
• Fonte (from Fountain)
• Re (Re-birth & renew)
 Network House, G-7 MIDC, Andheri, Mumbai 400 093.
Tel: (9122) 2831 3073. Fax: (9122) 2831 0227. Email: networkb@networkadvtg.com