Final Project: Objectives

“Marketing is all about building brands that connect deeply with customers.”

Püvera Water is the brand of water that will build connections not only with customers, but build deep connections between the consumers and those that are being helped because of what the customers are consuming.

“Beyond choosing customers more selectively, companies are now relating with chosen customers in deeper, more meaningful ways. Rather than relying only on one way, mass-media messages, today’s marketers are incorporating new, more interactive approaches that help build targeted, two-way customer relationships.”

Creating those customer relationships between the company and consumers will set a good foundation for building connections between consumers and the people of the Philippines. We want people to feel a certain way about Püvera Water, we want them to take those emotions and channel them towards not only doing a good deed, but promoting their good deeds and sharing their experiences with each other.

“Many sellers make the mistake of paying more attention to the specific products they offer than to the benefits and experiences produced by these products. These sellers suffer from marketing myopia. They are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs. They forget that a product is only a tool to solve a consumer problem.”

Our water is only a product that is made to help solve the problem which is the devastating effects from the typhoon in the Philippines. But, it’s what our product can offer that will make a difference. Püvera water offers health benefits and also a great experience for both parties: the consumers and the people affected by the typhoon. It allows them to find common ground to connect on, especially on a personal level because the consumer is essentially helping individuals in the Philippines. Our organization will focus on bringing people together with our product which is the benefit and the feature would be all proceeds going towards rebuilding the ruined homes and providing clean water. This way, our product will mean something to our consumers as well as being valued.

“Brands are more than just names and symbols. They are a key element in the company’s relationships with consumers. Brands represent consumers’ perceptions and feelings about a product and its performance—everything that the product or service means to consumers.”