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Table of Contents

1. PROJECT OVERVIEW.................................................................5

1.1 Introduction...........................................................................................6

1.2 Problem Statement and Issues............................................................ 7

1.3 Objectives and Aims............................................................................7

1.3.1 Objectives...........................................................................7

1.3.2 Aims...............................................................................7

2. PROJECT PROFILE.................................................................8

2.1 Campaign Name....................................................... ......9

2.2 Campaign Classification...................................................9

2.3 Campaign Characteristics ...................................................9

2.4 Service Range…………........................................................................9

2.4.1 Campus Tour…………………………................................................9

2.5 Distribution....................................................................................9

2.6 Campaign Life Cycle..........................................................................10

2.7 The Brand...........................................................................................10

2.8 Brand Image and Implication..............................................................10

3. THE ORGANIZATION.................................................................11

3.1 Organization Overview........................................................12

3.2 Business Description..........................................................12

3.3 Organization History...............................................................13

3.4 Key People.........................................................................................13

3.5 Location and Subsidiaries..............................................................13

3.6 Brands, Major Roles and Services................................................14

3.7 Corporate Vision...............................................................................14

3.8 Corporate Mission...............................................................................14

3.9 Company's Current Promotional Strategy..........................................15

3.10 Past Events History...............................................................................16

3.10.1 Green Hunt...............................................................................16

3.10.2 National Recycling Day 2013........................................................17

3.10.3 Mantanani’s Homestay Project...................................................17

3.10.4 Carnival of Lera...............................................................................18

3.11 Current Marketing Objective..............................................................18

3.12 Media Expenditure..............................................................19

4. CONSUMER AND STAKEHOLDERS.....................................................20

4.1 Current Consumers' Characteristics...................................................21

4.1.1 Demographics......................................................................21

4.1.2 Psychographics.....................................................................21

4.2 Stakeholders' Characteristics..............................................................22

4.2.1 Primary..................................................................................22

4.2.2 Secondary.............................................................................22

5. INDUSTRY AND MARKETPLACE...................................................23

5.1 The Industry........................................................................................24

5.1.1 Definition of Water bottle Industry......................................24

5.1.2 Shape of Industry.............................................................25

5.1.3 Development of the water bottle Industry.........................25

5.2 The Marketplace.................................................................................26

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Table of Contents 1. PROJECT OVERVIEW.................................................................5 1.1 Introduction...........................................................................................6 1.2 Problem Statement and Issues............................................................ 7 1.3 Objectives and Aims............................................................................7 1.3.1 Objectives...........................................................................7 1.3.2 Aims...............................................................................7 2. PROJECT PROFILE.................................................................8 2.1 Campaign Name.............................................................9 2.2 Campaign Classification...................................................9 2.3 Campaign Characteristics ...................................................9 2.4 Service Range…………........................................................................9 2.4.1 Campus Tour…………………………................................................9 2.5 Distribution....................................................................................9 2.6 Campaign Life Cycle..........................................................................10 2.7 The Brand...........................................................................................10 2.8 Brand Image and Implication.................................... ...
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