1.

0 Executive Summary
Traditional advertising of VOSS water 800ml glass thus far has been minimal in Australia, with a strong reliance on
social media and word of mouth. This has proved to be somewhat successful. However it has been noted that
traditional marketing, keeping in line with the VOSS image, has the potential to increase brand recall and
circulation.

Therefore, the key marketing problem identified through the research is lack of traditional advertising in Australia.
The primary opportunity to be addressed is to implement traditional advertising and other marketing strategies to
supplement the pre-existing online advertising.

To set the marketing objective, the SMART goal setting method has been used to formulate the campaign
objectives; to increase sales in Australia by 5% through traditional media and other marketing activities within the
campaign budget by the end of 2015 financial year.

Communication objectives include the following; VOSS falls under the category of luxury water, therefore it already
satisfies the category need. To increase brand recall, the mentality of the consumers must be altered from “I want a
bottle of water” to “I want a bottle of VOSS”. Brand attitude must be positively oriented towards sensory
satisfaction and social approval, while negatively oriented towards removing the need of thirst. The brand purchase
intention will be a major focus of our campaign.

The target audience for our campaign would be women ranging from 18-45 years of age with particular interest in
health and perceived social image.

The campaign budget is $1,192,703.

It is anticipated that throughout the campaign, magazine advertisements will appear in various luxury magazines and
billboards will be located across the Eastern suburbs of Melbourne. Other integrated marketing communications
(IMC) activities will include Point of Purchase VOSS fridges located at the counters of luxury retailers and the
sponsorship of the Portsea Polo.

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Table of Contents
1.0 Executive Summary ....................................................................................................................................... 1
2.0 Introduction .................................................................................................................................................. 3
3.0 Current Situation Analysis .............................................................................................................................. 3
3.1 Background Research and Analysis ............................................................................................................. 3
3.2 External Research and Analysis .................................................................................................................. 3
3.3 Macro Environmental Factors..................................................................................................................... 4
3.4 Competitive Analysis .................................................................................................................................. 4
3.5 Consumer Behaviour Analysis .................................................................................................................... 5
3.6 Current Brand Item Evaluation ................................................................................................................... 5
3.7 SWOT Analysis .......................................................................................................................................... 6
3.8 Key Marketing Problem or Opportunity ...................................................................................................... 7
4.0 Key Strategic Decisions.................................................................................................................................. 7
4.1 Marketing Objectives ................................................................................................................................. 7
4.2 Communication Objectives ........................................................................................................................ 7
4.3 Positioning ................................................................................................................................................ 8
4.3.1 Perceptual Map .................................................................................................................................... 8
4.3.2 Rossiter & Bellman’s TCB Model ......................................................................................................... 8
4.4 Campaign Target Audience ........................................................................................................................ 8
4.4.1 Buyer behaviour ................................................................................................................................... 8
4.5 Campaign Budget ...................................................................................................................................... 9
4.6 Brand Personality / Character .................................................................................................................. 10
5.0 Creative Strategy.......................................................................................................................................... 10
6.0 Media strategy ............................................................................................................................................. 12
6.1 Magazines ............................................................................................................................................... 12
6.2 Billboard ................................................................................................................................................. 14
6.3 Media Schedule ....................................................................................................................................... 15
7.0 Other IMC Activities.................................................................................................................................... 16
7.1 Point of Purchase Displays ....................................................................................................................... 16
7.2 Sponsorship Marketing ............................................................................................................................ 17
8.0 Evaluation and Control ................................................................................................................................ 18
9.0 Conclusion .................................................................................................................................................. 19
10.0 Reference List ............................................................................................................................................ 19
Appendix - Creative Brief Template ................................................................................................................... 22
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2.0 Introduction
VOSS is a luxury water brand that is renowned around the world for its unique glass bottle design. The 800ml glass bottle
product has recently been introduced to the Australian market and has gained popularity mainly through word of mouth and
the social media account of influential lifestyle, fashion and fitness bloggers. In order to meet the marketing and
communication objectives, a campaign has been devised to ensure the VOSS brand reaches its full sales potential.

3.0 Current Situation Analysis

3.1 Background Research and Analysis
The story of VOSS water began with the vision of two boyhood friends Ole Christian Sandberg & Christopher
Harlem, in Oslow, Norway. Ole and Christopher decided to bottle the pure Norwegian water and from there on in,
VOSS was born (VOSS a, 2014).

VOSS water has been widely popular overseas through implementation of strategic marketing of the bottle design
and water quality, through traditional and online advertising campaigns. Upon introduction into Australia, VOSS
was exclusively stocked at upmarket hotels and restaurants however this brand item has recently expanded into the
more accessible markets of Woolworths, Coles and other grocery retailers (VOSS h, et al 2014). VOSS offers a range
of products, including still and sparkling water in PET and glass bottles and in a variety of sizes (VOSS c, et al 2014).
However, this report will focus on the 800mL still glass bottle.

VOSS takes pride in their values of purity, producing naturally pure water; distinction, the iconic design and
responsibility, commitment to providing safe and accessible drinking water to Sub-Saharan Africa through the
VOSS Foundation (VOSS f, et al 2014). VOSS also sponsors other projects such as the Denton Landfill Gas
Project, and aims to keep environmental and social responsibility (VOSS j, 2014).

Traditional advertising thus far has been minimal in Australia, with a strong reliance on social media and word of
mouth. This has proved to be somewhat successful. However, it has been noted that traditional marketing, keeping
in line with the VOSS image, has the potential to increase brand recall and circulation.

3.2 External Research and Analysis

“The Bottled Water Manufacturing industry consists of establishments that manufacture or bottle purified, spring or
functional water. Establishments that manufacture soft drinks, fruit juice, alcoholic beverages or milk drinks are

P a g e 3 | 25
excluded from the industry. Also excluded are firms that are mainly engaged in the supply of water by pipelines or
mains” (IBIS World 2014).

Demand for bottled water has been caused by population growth and ongoing consumer desire for healthy,
convenient beverages that can be consumed on the go. Johnson (2007), further states that factors contributing to
the ballooning industry are: lifestyle changes and shifts towards convenience purchasing, concerns with quality of
tap water, greater disposable incomes and selected venues providing only bottled, not tap water. The bottled water
industry has come under scrutiny due to its contribution to negative impacts on the environment. This is linked to
an increase in environmentally conscious consumers who are concerned about the sustainability of the rapid growth
of the industry.

As per the International Bottled Water Association (IBWA), still water accounts for the majority of bottled water
sales in much of the world. Meanwhile, plastic packaging is preferred over glass in almost every country. The
preference for plastic water bottles over glass bottles poses a challenge for the marketing team at VOSS.

3.3 Macro Environmental Factors

The proliferation of bottled water contributed to 5% of Australia’s total beverage manufacturing revenue, between
2006 – 2007, with a 12% revenue growth totalling $627 million (Johnson, 2007). The bottled water sector has also
been coerced by the consumer’s concern with their environmental footprint (IBIS 2014), which Voss has the
capacity to combat with its reusable glass vessel; addressing ecological concerns and reducing harmful toxins found
in the reuse of plastic bottles (IBIS 2014).
Competition in the bottled water industry, following the deluge of private-label brands has imbued volume growth
and increased availability to purchase through competitive price (IBIS 2014).

3.4 Competitive Analysis

The main direct competitors of VOSS include: Fiji Natural Artesian Water, San Pellegrino and Antipodes. Fiji
Natural Artesian Water has large presence in Australia, due to advertisements on television and in magazines. This
has been identified as a strength of the brand, as Fiji Water is ranked second most popular water brands in the
world (Gayot 2014). Antipodes is known for its high-quality water, distinctive bottle and branding which is only
available at restaurants, bars, gourmet food stores and fine wine outlets (Antipodes Water Company 2014). An
existing weakness for Antipodes is that it is unavailable at supermarkets. The strength of San Pellegrino is that the
product has a high rate of growth, which can lead to a competitive advantage (Advisorgate swot 2014).

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Indirect competitors of VOSS include other beverage categories such as, iced tea, soft drinks, energy drinks,
alcohol, juices, and coffee. These indirect competitors affect the consumers’ preference of beverage choice. Factors
that may alter the consumer decision making process include the time of day, occasion/event and customers
individual taste.

3.5 Consumer Behaviour Analysis

VOSS has positioned itself as an ultra-premium and high quality brand for its pure taste, making it an excellent
pairing with fine wines and food. Currently, the core consumer is female, aged 18 - 38 years old,
professional/college educated very sophisticated luxury conscious whose interest in VOSS keeps the brand fresh
and visible as well having a high disposable income. The current market are favourable brand switchers, depending
on current fads.

A target audience profile has been created to further paint the picture. Mona Vigdis is a 32 year old working
psychologist in Melbourne’s CBD. She often loves to have dinners and enjoys a night out, and all the finer things in
life. As she lives a healthy lifestyle Mona spends three days a week in the gym. She also takes pleasure in shopping in
the most exclusive boutiques such as David Jones, Armani exchange and Chanel. Mona occasionally invites her
girlfriends over for a night in and provides a fruit platter and VOSS water, as well as when she is on her own Mona
would be reading Vogue Magazine or a book with VOSS water by her side.

3.6 Current Brand Item Evaluation

Product - The product is made of a “luxurious” clear, glass material and a sturdy light gray colored lid that fits in
line with the circumference of the bottles body. This has created a classy, streamline look. The bottle has the
“VOSS” logo printed directly onto the glass in a light grey, lower case font down the side of the bottle. The VOSS
water comes directly from a previously untouched natural aquifer beneath the surface of the earth and is naturally
filtered, so it remains free from contaminants such as air and pollutants. The water of VOSS is artesian water
directly from Norway, and the water meets the required quality and safety standards of Norway, US and
international law. Additionally, the VOSS signature cylindrical shape is proprietary property and trademarked, so no
other beverage brands can use the same shape. This represents the exclusivity of the water and differentiates VOSS
from its competitors. Benefits of the VOSS 800mL product include that the glass is safer for multiple uses due to
the absence of the release of harmful toxins into the body that may occur when using plastic/PET bottles. Another
benefit is that the water is prided on being completely natural and free from added minerals and preservatives.
A problem that consumers have found with this brand item is that the glass material of the bottle is quite heavy to
be used on the go, which may limit convenience purchases.
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Place - VOSS water is currently stocked at various luxury hotels and restaurants, such as Crown, Hyatt and Star
City, as well as recent introductions into mainstream retailers such as Dan Murphy’s, Coles and Woolworths. Fine
Wine Partners is the Australian company that acts as a stockists and distributor of VOSS water in Australia. Voss
can also be purchased online through the official Voss website and other avenue such as Amazon, oo.com.au,
ozbuy.

Price - Voss 800mL still variety was originally sold in the David Jones for $10.95 four years ago in 2010 (The Daily
Telegraph, 2010). This may have been a marketing technique to penetrate the market at a high price. The brand item
currently retailed at $3.90 at Dan Murphy’s (Dan Murphy’s, 2014).
Selling the VOSS water at such a high price in 2010 compared to today is an example of premium pricing.
Promotion - Little to no evidence of traditional advertising in Australia is found. However, Voss had a campaign
titled ‘go deeper’, which raised awareness of the brands ethical and socially responsible efforts as well as the Voss
Foundation (Zmuda, 2012). This campaign was not available in Australia. There is a large amount of online
awareness of the VOSS 800mL bottle on Instagram, Tumblr and other social networking avenues. This is the
primary promotional tool of the brand item, and can be categorised as online word of mouth. Whilst this has been
successful, there appears to be a gap in the promotional strategy in terms of traditional media.

3.7 SWOT Analysis

A SWOT analysis has been completed to compliment the internal and external of VOSS.
Strengths
● The sophisticated and innovative design of the bottle provides a symbol of luxury.
● The brand promotes a healthy lifestyle with water free of impurities and harmful minerals.
● Their bottles are more practical for reuse due to the sturdy glass bottle.
● VOSS portrays as socially and environmentally-concerned image, through the VOSS Foundation.
● Another important strength of VOSS is their strong social media presence with almost 13,000 Instagram
followers and over 200,000 likes on Facebook
Weaknesses
● The market for expensive water is very confined and is viewed as a luxury, not a necessity. .
● The weight and height of the bottle may inconvenience consumers and deter from convenience purchasing.
● The market for expensive water has the potential to be temporary, such as a ‘fad’, or a ‘craze’. due to large
monetary outlay

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 ● While the bottles are recyclable there is no guarantee that they will be recycled if the right action is not taken
by the consumer; 80% of the water bottles consumed worldwide do not get recycled and instead end up in
landfills. In America the recycle rate for PET’s is only 23%, (Fishman et al., 2007).
.Opportunities
● The introduction of flavoured water line that remains in tune with the focus on promoting a healthy lifestyle
● Consideration of manufacturing a larger bottle variety.
● The introduction of a sports range with a more practical shaped and sized bottle or infused with additional
vitamins and minerals.
● To implement traditional media strategies into the Australian market
● To introduce other marketing strategies such as sponsorship of sporting and social events and point of
purchase (POP) advertisements.
Threats
● The bottled water industry is a highly competitive market.
● Competition from private-label waters has weakened sales, increasing volume growth.

3.8 Key Marketing Problem or Opportunity

The key marketing problem identified through the research is lack of traditional advertising in Australia. The
primary opportunity to be addressed is to implement traditional advertising and other marketing strategies to
supplement the pre-existing online advertising. Billboards, print media and well as sponsorship and POP advertising
must be introduced.

4.0 Key Strategic Decisions

4.1 Marketing Objectives
The SMART goal setting method has been used to formulate the campaign objectives.
"To increase sales in Australia by 5% through traditional media and other marketing activities within the campaign
budget by the end of 2015 financial year.

4.2 Communication Objectives

VOSS falls under the category of luxury water, therefore it already satisfies the category need. To increase brand
recall, the mentality of the consumers must be altered from “I want a bottle of water” to “I want a bottle of VOSS”.
Brand attitude must be positively oriented towards sensory satisfaction and social approval, while negatively
oriented towards removing the need of thirst. The brand purchase intention will be a major focus of our campaign.

P a g e 7 | 25
4.3 Positioning
4.3.1 Perceptual Map

(Prezi, 2014).
4.3.2 Rossiter & Bellman’s TCB Model
(1) Target customer: Female, aged 18-45
(2) Category Factor: Bottled Water, Luxury
(3) Key benefit factor: Social recognition and approval
Brand’s positioning statement: “To the target customer, VOSS Water is the brand of luxury water that offers the
key benefit of social recognition and approval”.

4.4 Campaign Target Audience

The target audience for our campaign would be women ranging from 18-45 years of age with particular interest in
health and perceived social image.

4.4.1 Buyer behaviour

Physical surroundings - Luxury retailers have been selected as the POP display locations due to their ambience
and to increase consumers' propensity to spend.
Situational factors - Consumers are more likely to purchase VOSS in public situations, such as a social dinner,
where the beverage of choice is in sight.
Temporal perspective - The sponsorship of major social events such as the Portsea Polo, which occurs during the
summer, will remind the target audience to quench their thirst with a bottle of VOSS.
Antecedent states - Temporary states such as thirst, may encourage the target audience to purchase VOSS.

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Creative target: It has been found that women buy products for the entire household and as a result will purchase
VOSS for their family members and male partner.

4.5 Campaign Budget

A combination of budgeting methods, as prescribed by Chitty. et al (2012), have been used to establish the
campaign budget.

Firstly, the percentage-of-sales budgeting method has been used, where the budget is equal to a fixed percentage of
past or anticipated sales volumes. A limitation to the budgeting process is that Australian stakeholders do not have
access to the financial reports of VOSS so some estimates have been made. Anticipated sales has been chosen as a
base for the budget as it is more reflective of the purpose of our budgeting i.e. The future growth of sales.
According to IBIS world, the bottled water industry makes $711M per annum in revenue, with 34 businesses
competing in the Australian market.

(Ibis World, 2014).

Mathematical workings are detailed below.

($711M*1.037)/34= $21.7M potential sales for VOSS.
Advertising = f(sales)
Advertising = 10% increase in sales * ($21,685,500)
Advertising = $23,854,050
Advertising = 5% * ($23,854,050)
Advertising = $1,192,703
Therefore, the campaign budget is $1,192,703.

Secondly, the competitive parity method sets the campaign budget by basically following what competitors are
doing. A company may learn that its primary competitor it’s spending 10 per cent of sales on advertising and then
decide next year to spend the same percentage advertising its own brand. On the other hand, armed with
P a g e 9 | 25
information on competitors' spending, a company may decide to exceed its expenditures. Unfortunately, advertising
budgets of competitors such as Coca Cola Amatil and Schweppes are not publicly available.

Affordability and competitive considerations influence the budgeting decisions of all companies where only the
funds that remain after budgeting for everyone else are spent on advertising. In this instance, we presume that the
campaign budget set would be affordable for VOSS. This is supported through VOSS' strong international market
presence and the Australian industry and competitor financial analysis performed above for the percentage of sales
method.

4.6 Brand Personality / Character

If VOSS were to be described as a human being, she would be physically active, aged 18 - 45 years of age, single,
works as a professional with a college degree. She lives in the metropolitan area, is sophisticated with a higher than
average disposable income. To further paint this image, Agnes Evans has been introduced.

Agnes Evans is a 28 year old architect working at a top tier firm in Melbourne’s CBD. She’s a yoga and Pilates
enthusiast with a particular interest in an organic and healthy lifestyle. Agnes resides in a studio apartment in Albert
Park with her stockbroker partner Johannes. Favourite pastimes of the couple include walking their smooth fox
terrier Humphrey around the Botanical Gardens, sampling Melbourne’s new up and coming restaurants and
attending gallery openings and the NGV. The couple are avid travellers with a particular interest in Scandinavia.
Grocery shopping is predominantly conducted at Thomas Dux and clothing shopping at David Jones or boutiques
in Melbourne’s CBD. Favourite magazines of Agnes are Vogue, Oyster and Architectural Digest. She introduced
the VOSS glass bottle designed by Neil Kraft to her firm after returning from a trip to Norway; now colleagues are
encouraged to keep and reuse the 800ml bottle on their desk, in attempts to reduce the use of plastic bottles and
stay hydrated. These new practices keep in line with the firm’s environmental, philanthropic and health guidelines.

5.0 Creative Strategy

Communication of the campaign will predominantly consist of transformational appeals that focus on the non-
product related benefits and emotions related to our brand item. The goal of the VOSS campaign will be to
convince our target audience that VOSS is a premium water to offer health benefits and an increase in social status
and image. This will be accomplished by strategic placements of VOSS billboards and advertisements in selected
magazines, Vogue, Belle and Gourmet Traveller. The primary mood and tone of the billboard and print
advertisements, will be minimal and eye catching, appealing to the design orientated demographic for both office

P a g e 10 | 25
and home use, and highlighting VOSS’s commitment to its philanthropic work through varying small texts printed
on the billboards and magazine advertisements.

A nationwide campaign spanning 3 months, from January to March 2015, will utilise a synergistic strategy
employing two different media types; traditional print media printed in magazines and two outdoor billboards
located in the Melbourne CBD on Batman Avenue and on the Peninsula Link - outbound. Messages communicated
over the various media types will be clear and consistent, encompassing interactive content with similar elements.

Print media will be employed in order to enhance customer engagement, and new and continued loyalty towards the
VOSS brand. It will specifically target customers who read premium magazines, specifically those interested in
design, food and the health culture.

The communication of the print media for the magazines will consist of a plain white to light grey gradient
background with visible, however, discreet text in a minimal, sophisticated colour and layout. The illustration of the
VOSS 800mL bottle will be the centre point of the print media and will also act as the headline for the print
advertisement. The impression of the advertisement will primarily centre on emphasising and communicating the
aesthetic nature of VOSS to the audience.

Advertising no Statement on advertisement Magazine

1 ‘Help VOSS Foundation give sub-Saharan Australian Gourmet Traveller

Africa access safe and pure drinking water’

2 ‘Designed by Kraft’ Belle

3 ‘ VOSS is committed to providing access to Vogue Australia

safe drinking water in sub-Saharan Africa’

The 1st and 3rd version of the text have been selected to raise awareness of the ethical benefits of the VOSS brand
to the target market. This will enable the target market to associate VOSS with a positive social contribution, as well
as a luxurious social image.

A billboard will be located on Batman Avenue and on the Peninsular Link - outbound to coincide with the
traditional media choice for this campaign and generate frequency in viewing. The billboard will display a storm like,

P a g e 11 | 25
grayscale background with the VOSS bottle as the centre point. This background will provide a strong image to
gains the viewers’ attention. The text on the billboard will be: “Support the VOSS Foundation in sub-Saharan
Africa”.

The URL link to the website www.voss.com is present in both the magazine and billboard advertisement to
generate awareness of the VOSS foundation and encourage customer involvement with the VOSS brand via the
website. This will have the ability to connect the target market to VOSS.

6.0 Media strategy

6.1 Magazines
Advertisements will be portrayed in “Vogue Australia” as it brings global standards of beauty to a national audience,
reaching smart, stylish females (Newscorp Australia, 2014). As Vogue being a highly recognized fashion and lifestyle
magazine having a double page spread in Vogue would be a high-quality way to introduce an advertisement of
VOSS water to the target customer.

Another Magazine that has been selected as a media vehicle is “Belle Magazine” as the content is committed to
superior design, décor, architecture, knowledge and fashionable living (Bauer Media Group, 2014).

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The final magazine determined to place VOSS adverts is the “Australian Gourmet Traveller” which includes all
premier food, travel and lifestyle concepts (Bauer Media Group, 2014).

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6.2 Billboard
Billboards will be located in the eastern side of the city at Batman Avenue and Peninsula Link (outbound).The
Batman Avenue billboard would be capable to catch consumers’ eyes while they're driving in Melbourne’s CBD. As
the billboards would be implemented in December during the summer period and friends and families would be
traveling out of Melbourne for holidays, placing a billboard on the Peninsula Link would appeal to target markets
driving to their holiday destinations. The billboard ads will also be in calibration with the three magazines.
Thousands of people will be viewing the advertisement daily and at the peak of the summer when drinking water
becomes even more important in people’s daily life.

Through these media avenues the VOSS brand is able to reach a larger audience, through greater frequency, as
currently the organisation has an extremely limited media presence in Australia.

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6.3 Media Schedule
A media schedule has been prepared that details the media planned for the campaign, dates of implementation and
costs.

P a g e 15 | 25
7.0 Other IMC Activities
7.1 Point of Purchase Displays
The VOSS water POP Display will include refrigerators that have been designed to replicate the signature VOSS
bottle. These refrigerators will be stocked with VOSS Still Water 800mL bottles. The refrigerators will be placed
within the stores of David Jones (Chadstone & Bourke St.), Thomas Dux, Leo’s (fine wines and foods), and one
will also be placed at the National Gallery of Victoria cafe and at the Portsea Polo. The VOSS water refrigerators,
being new to the stores, will aim to attract the customers’ eye when they are searching for a drinking, well enough so
that the customer is pulled in by the refrigerator and purchases the water.

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7.2 Sponsorship Marketing
VOSS has chosen to sponsor the Portsea Polo for 2015 in attempts to generate further reach at an event that is
synonymous with the target market VOSS intends to reach. Sponsorship of the polo will align VOSS with other
companies sponsoring the event and give the brand a springboard for creating awareness as the chosen water for
summer. VOSS will be sponsoring the Portsea Polo event, which will be occurring on Saturday 10th, January
(Portsea Polo, 2014). In sponsoring this event VOSS will provide 3 outdoor banners that will be placed around the
Portsea Polo Ground on the day of the event. VOSS will also be providing a “grey-carpet” photo shoot experience
for attendees of the event.

A grey carpet will be provided, instead of the traditional red, to symbolise the core colour of VOSS. A photographer
will be hired for the one day event. VOSS will provide a backdrop for the photo shoot, with a white background
with the words “VOSS - artesian water from Norway” in the symbolic grey colour printed in a grid-like format. This
technique will provide excitement at the Portsea Polo and those in attendance will associate the VOSS with the
event. The photos will be available for the attendees to view and save within two days of the event via the Portsea
Polo event Facebook page. The attendees are then free to use these photos as they will, with many posting the
photos onto their personal social media accounts. This will enhance the previously identified online word of mouth
technique, as the photos will be shared and viewed by the contacts of the attendees. This technique also coincides
with the identified social status awareness that the target market has. The posting of photos on social media of
specific, luxury events is an activity that is an expected behaviour by the target market.

P a g e 17 | 25
8.0 Evaluation and Control
A variety of message research methods will be used throughout the 2014-15 VOSS campaign to provide more valid
and reliable insights and findings.

Attitudinal measures will be used to track marketing communication efforts that are directed at enhancing brand
equity. In order to measure recognition and recall, Starch Readership Services will be utilised in order to track the
VOSS objective of increased brand awareness. This technique will be implemented once, half way through the three
month campaign.

To measure attitudinal persuasion, Millward Brown’s Link will be utilised in order to track the VOSS objective of a
positively oriented brand image. This technique will be implemented throughout the year-long campaign.

Behavioural measures will be used to track changes in the purchasing behaviour of our target market. To measure
sales response, ACNielsen’s SCANTRACK will be utilised in order to track the VOSS objective of a 10% increase
in sales. This technique will be employed throughout the year-long campaign.

Should any of the aforementioned evaluation techniques show negative results, corrective action will need to be
implemented immediately.

If brand awareness does not increase, frequency of magazine ads may need to be increased accordingly.

If a positively oriented brand image does not form as a result of the advertising implemented, the VOSS advertising
may need to be adjusted in a way that will resonate with the target audience.

If sales is found to have not increased within the parameter set of 10%, the data from SCANTRACK will be utilised
in order to implement marketing communication strategies that will change the purchasing behaviour of the target
P a g e 18 | 25
audience. In addition, the future 2015-16 VOSS campaign will need to be revised accordingly, taking into
consideration any failures identified in the 2014-15 campaign.

As a result of the corrective actions deemed necessary, the campaign budget may be increased accordingly through
negotiation.

9.0 Conclusion
The campaign has been tailored to the needs of the VOSS brand’s strategic objectives. Upon implementation of the
traditional advertising specified in the report, it is expected that sales will increase, and brand recall amongst the
target audience will be tremendously improved. The Australian venture is worthwhile VOSS’ significant investment
of its resources, as the return on investment will reap excellent rewards for the brand.

10.0 Reference List

Advisorgate swot, 2013, San Pellegrino, accessed 8 October 2014,
<http://swot.advisorgate.com/swot-s/33485-swot-analysis-sanpellegrino.html>.

Bauer Media Group, 2014, Australian Gourmet Traveller Magazine , accessed 1 October 2014, <http://www.bauer-
media.com.au/brands/australian-gourmet-traveller//>.

Bauer Media Group, 2014, Belle Magazine , accessed 1 October 2014,

<http://www.bauer-media.com.au/brands/belle//>.

Bottled Water Quality Report, 2013, VOSS, accessed 1 August 2014, <https://www.vosswater.com/files/VOSS-
Water-Quality-Report.pdf> .

Chitty, W, Barker, N, Valos, M, Shimp, T, 2012, Integrated Marketing Communications, 3rd edn, Cengage Learning
Australia Pty Ltd, South Melbourne, VIC.

Clouds landscapes nature grayscale overcast Caribbean skies sea Wallpaper, n.d. photograph, WallpapersWa,
accessed 5 October 2014,
<http://wallpaperswa.com/Colors/Grayscale/clouds_landscapes_nature_grayscale_overcast_caribbean_skies_sea_
118807>.

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Dan Murphys, 2014, Water, accessed 1 August 2014,
<https://www.danmurphys.com.au/product/DM_382411/voss-water-800ml>.

Fishman, Charles, 2007, “Message in a Bottle.” Fast Company Magazine: 110.

Gayot, 2014,Top 10 bottled water brands, accessed 11 August 2014,

<http://www.gayot.com/lifestyle/health/top10-bottled-water/main.html>.

IBIS World, 2014, Bottled Water Manufacturing in Australia: Market Research Report, accessed 13 August 2014,
<http://www.ibisworld.com.au/industry/default.aspx?indid=1860>.

Johnson, C 2007, Industry update: future looks bright for bottled water, accessed 2 October 2014,
<http://www.foodmag.com.au/news/industry-update-future-looks-bright-for-bottled-wa>.

News Corp Australia, 2014, Vogue Australia, accessed 1 October 2014

<http://www.newscorpaustralia.com/brand/vogue-australia/>.

Portsea Polo, 2014, Portsea Polo, accessed 8 October 2014, <http://www.portseapolo.com.au>.

Prezi, 2014, VOSS Water Final Presentation By Kine Gaare on Prezi, accessed 13 August 2014,
<hhttp://prezi.com/kqheookgxy1w/voss-water-final-presentation/>.

Rodwan, J 2013, International Bottled Water Association 2011, Bottled Water 2011: The Recovery Continues, accessed 13
August 2014, <http://www.bottledwater.org/files/2011BWstats.pdf>.

The Daily Telegraph, 2010, Voss Bottled Water at $13 a Litre Brings on a Cold Sweat, July 20th 2014, The Advertiser,
Accessed 1 August 2014 <http://www.adelaidenow.com.au/news/national/voss-bottled-water-at-13-a-litre-brings-
on-a-cold-sweat/story-e6frea8c-1225887318904?nk=94e610ff1e96d62b45fc94b2e9dbe5f2>.

VOSS a, 2014, Voss, accessed 8 October 2014, <https://www.vosswater.com>.

VOSS b, 2014, Company, accessed 8 October 2014, <https://www.vosswater.com/index.php/company/>.

VOSS c, 2014, Water, accessed 8 October 2014, <https://www.vosswater.com/index.php/water/>.

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VOSS d, 2014, Products, accessed 8 October 2014, <https://www.vosswater.com/index.php/products/>.

VOSS e, 2014, Responsibility, accessed 8 October 2014, <https://www.vosswater.com/index.php/responsibility/>.

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<https://www.vosswater.com/index.php/responsibility/social/>.

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<https://www.vosswater.com/index.php/responsibility/environmental/>.

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<https://www.vosswater.com/index.php/responsibility/projects/>.

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<http://silverandtruebluebattle.wordpress.com/sponsors/voss-logo/>.

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Appendix - Creative Brief Template

Details
Document your Tutorial Time, Brand Item, Group Members and Group Name.
Tutorial Time: Monday 1:30PM.
Brand Item: VOSS Still Water 800mL (Glass).
Group Members: Natasha Rapacciuolo s3381576, Harriet Lade s3382528, Nikolina
Hercegovac s3382937, Jessica Corso s3333720, May-Lin Lee s3239881, Valentina Nunic
s3432313.

1 Background / Overview
What is the background to this job? As the client, you need to explain the job to the agency
(e.g. launch a new product, gain back lost sales etc.). What's the big picture? What's going on
in the market? Anything happening on the client side that the creative team should know
about? Any opportunities or problems in the market? Provide inspiration and insight in your
description.
VOSS is a premium water brand, coming from an artesian source in Norway with low
minerals and impurities. The glass bottle, designed by Neil Kraft, is VOSS'
differentiating feature and is sleek and sophisticated. VOSS has created the VOSS
Foundation to support communities in Sub-Saharan Africa to have access to pure and
safe drinking water. VOSS is a relatively new introduction to the Australian market.
It has been quite successful through word of mouth and social media. However, there is
a lack of advertising for this brand item. It is proposed that an increase in the
rotation and distribution of advertising will result in an increase in sales of 10%
within the 2014-2015 financial year.

2 Marketing & Communication Objectives

The brand’s marketing objectives such as sales, profit, market share or volume goals.
Communication objectives relate to what the communication needs to accomplish (e.g.
change awareness, attitude, opinion, consideration or perception, etc… including quantitative
measures, what consumers are expected to think, feel or do.
VOSS' marketing objective is a 10% increase in sales for the 2014-2015 financial year.
As a result, the communication objective for this product is to increase brand
awareness through increased promotion efforts. There has been no traditional
advertising campaigns in Australia for VOSS, and this is an area we would like to
focus on. An additional communication objective is that the increased promotion should
create a positively oriented brand image towards sensory gratification and social
approval. The promotion strategies should reinforce VOSS as a consumer's first choice
of premium brand water and enable the target audience to understand the symbolic
performance of VOSS in relation to social status and image.

3 Corporate and / or Brand Positioning

Taken from the corporate and / or brand line positioning. You must remind creatives that their
creative work must reflect the brand’s established positioning against competitive brands.
Include a simple positioning statement: To the target customer (T), Brand X is the brand of
category need (C) that offers the key benefit (B)?

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VOSS' target customer demographics are educated professional females, aged 18-45. The
category factor is luxury bottled water and the key benefit factor is social
recognition and approval. VOSS' positioning statement is "To the target customer, VOSS
is the brand of luxury water that offers the key benefit of social recognition and
approval."

4 Brand Character / Personality

The key phrases or terms which describe the personality the brand should consistently portray.
How do you want to speak to your target audience? You need to think as if your brand was a
person, how would you describe them? You should communicate what the voice and
personality of the campaign will be.
The character portrayal of VOSS: Agnes Evans is a 28 year old passionate business
woman. She is a fitness enthusiast with an interest in maintaining a healthy
lifestyle. Agnes resides in a studio apartment and her favourites pastimes are
sampling Melbourne's up and coming restaurants and Cafes. She shops predominately at
Thomas Dux and David Jones, as well as boutiques in Melbourne's CBD. Her favourite
magazines are Vogue and Architectural Digest. She introduced the VOSS Still Water
800mL Glass bottle to her firm after returning from a trip to Norway; now colleagues
are encouraged to keep and reuse the VOSS bottle on their desk in an attempt to reduce
the use of plastic bottles and stay hydrated while benefiting the environment.

5 Target Audience Profile

Behavioural (Brand Loyalty), demographics, psychographics and lifestyle of the target
audience (e.g., first time buyers, cautious buyers, brand loyalty status etc.). Give the typical
target audience member name, make it easy for the agency to relate to target customer.
Incorporate all key elements of the target audience into a clear and inspirational description.
The character portrayal of VOSS' target audience profile: Mona Vigdis is a 32 year old
professional psychologist in Melbourne's CBD. She often loves to have dinners and
enjoys all the finer things in life. As she lives a healthy lifestyle, Monda spends 3
days a week in the gym. She also takes pleasure in shopping at the most exclusive
boutiques such as David Jones, Armani Exchange & Chanel. Monda occasionally invites
her girlfriends over for a night in and provides a fruit platter and VOSS Water. In
her downtime, she would be reading Vogue or a best seller book with a bottle of VOSS
by her side.

6 Key Differentiated Benefit / Main Message / Communications Focus

What is the key benefit [key relevant differentiated benefit (RDB)]? What is the most important
message that must be communicated, expressed in consumer language and linked to the
RDB?. What is the single most persuasive or most compelling statement you can make to
achieve the objectives?
"VOSS is the finest premium water found in the homes of the most affluent people
around the world."

7 Support / Permissions to Believe

Key attributes that support the communication focus, reasons why the target audience can
believe RDB will be delivered. Can be rational (product claims, features, technologies etc.) or
emotional (reputation, heritage, historical equities). Explain why the consumer should believe
what you say, and why they should buy.
The purchase of VOSS Still Water 800mL (Glass) will certify a higher social status of
the consumer in society, as the brand is inherently sophisticated and stylised. VOSS'
unique glass bottle design is a hand held representation of the consumer's image.

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8 Current Audience Attitudes / Perception / Behaviour
Provide insight about the target customer in terms of his or her perceptions about the brand.
Relevant attitudes, behaviours and perceptions that need to be changed or will filter the key
message (Use substantiating research where possible).
A substantial portion of the target market is unaware of the product due to the
absence of traditional advertising communications. The common perception of the brand
is that VOSS is an 'underground' luxury water that is predominately displayed on the
social media accounts, such as Facebook, Instagram and Tumblr, of lifestyle, fashion
and fitness bloggers.

9 Desired Target Audience Response

What they should think, feel and act after exposure to the communication. Describe how you
see the target audience responding the brand communication. Challenge the agency by
being creative and inspiring yourself.
The desired result of the changes made to the promotion aspect of the marketing mix is
enhanced brand recall. The target market should think "I want a bottle of VOSS",
instead of "I want a bottle of water" in order to feel the social approval and sensory
satisfaction that only VOSS can provide. The new promotions put in place should create
a desire within the consumer to make VOSS a part of their everyday life, predominantly
in social settings. It would be ideal to create a mentality that VOSS is not only
quenching the thirst of water drinkers around the world but creating the needs of
consumers to be associated with the brand.

10 Deliverables
What do you need from the creative (communication) team(s) and when do you need it? You
may prescribe a 1 x TVC, 2 x 30 s radio ads , supporting social media presence (Facebook and
Twitter) and other required IMC activities. You may also want to give agencies the freedom to
present IMC activities in addition to those prescribed.
Requirement 1: Custom designed VOSS fridges are to be placed beside the counters of
Bourke St and Chadstone David Jones, Leo, Thomas Dux, and the National Gallery of
Victoria Cafe to act as permanent Point of Purchase displays.
Requirement 2: x1 2 page magazine spread advertisement placed monthly in luxury
magazine Vogue Australia. A further 2 potential luxury magazines may be selected at
the recommendation of the agency.
Requirement 3: Requirements 1 and 2 must be actioned by the second quarter of the
2014-2015 financial year, in order to track the financial results at the end of the
2014-2015 financial year.

11 Executional Mandatories
Executional requirements, elements that should or should not be shown. Covers anchor line,
copy and/or visual treatment, cultural issues, language, body styles, legal constraints, specific
management concerns etc.
Strictly no TV and radio ads are to be developed and associated with the VOSS Brand.

12 Budget
Creative, Media, New Media, Production etc. Emphasise that concepts that cannot be
produced within budget should not be presented. You do not need to demonstrate how you
calculated your budget, just provide the budgetary amount. If you have prescribed required

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IMC activities (deliverables), you may feel it important to breakdown the budget across those
activities.
The total campaign budget has been strictly set at $1,192,703. Any promotion that
falls outside of the budget will not be considered.
The total campaign budget may be allocated across the luxury magazine adverts and POP
displays as the agency sees fit.

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