Problem
Who knows how clean a water bottle is? It's pretty dark in most of them! GPS Marketers was asked to help market a new water bottle that has an ultraviolet light in the lid to kill mold, bacteria, and viruses that could remain in the bottle, even after cleaning. With a virus dominating the world news, the marketing group developed a brand positioning statement that explained the benefit of a cleaner and, thus, safer water bottle. Why was it important to explain the benefits of a cleaner water bottle?
1) The brand positioning statement that explains the compelling reason why the product was developed is crucial so that employees understand how important their work is.
2) Knowing that a water bottle is cleaner and safer educates customers, which is the purpose of marketing campaigns.
3) The benefits of clean water are well known in the world. By building on this truth, the company can develop trust with its consumers and sell more products.
4) Explaining the benefits of a cleaner water bottle allows the company to present the reason behind the development of the product.