“Water Wise” saving Water For LiFe.
Executive summary:
In our report we have discussed the issues regarding misuse of domestic water. The consumption of water is very high in each and every sector of life, but water is being wasted very drastically. In our report we have shows that how people misuse this blessing of Allah. Fresh water is being wasted everywhere because people are unaware of the fact that it will come to an end one day. Water level is decreasing day by day, our fresh water natural reservoirs are getting empty with a very dangerous speed. This report realizes how important water for life, and how we are wasting it. We “Water Wise” a small NGO working in Pakistan is running a campaign on Domestic Wastage of Water. We are trying to create public awareness in people’s mind how to save water for life. It is not feasible for us to give our water to parts of the world where they are suffering serious droughts, so surely it should be ok for us to use all our water? Yes, “Water Wise” doesn’t want people to stop using water; we want people to stop wasting water. “The key to water efficiency is reducing waste, not restricting use.” About one third of the water each person uses on a daily basis is wasted – it runs straight down the plughole or down the toilet without being used. It is this wastage we want to cut down. This is a public service message for the cause of saving water. That’s what we are doing at “Water Wise”. It’s all about saving water. Saving water will not only save the environment, but if you are on a water meter it will save you money on your water bill, and it will save you money on your energy bill if you reduce your hot water consumption. A running tap uses 6 litres of water a minute, a shower can use anywhere between 9 – 45 litres per minute, a hosepipe uses as much as 1000 litres per hour. Toilet flushing accounts for 30% of our daily water use – with old toilets using as much as 14 litres per flush compared to new dual flush models which use as little as 2.6 and 4 litres per flush. Fixing a dripping tap can save as much as 5000 litres a year – if everyone in the Pakistan fixed their dripping taps we would save enough water to supply 120,000 for one day.
Summary of Advertising Objectives:
The objective in this advertising message is to grab attention and create awareness in the minds of people regarding the proper utilization of water. We are trying to create a perception in the minds of people that water should not be wasted. Freshwater is of major importance for all living things; in some organisms, up to 90 percent of their body weight comes from water. Up to 60 percent of the human body is water, the brain is composed of 70 percent water, and the lungs are nearly 90 percent water. About 83 percent of our blood is water, which helps digest our food, transport waste, and control body temperature. Each day humans must replace 2.4 liters of water, some through drinking and the rest taken by the body from the foods eaten.
Summary of advertising strategy:
Persuassion
“Water
Attitude, Motivation, Involvement, and Loyalty.
Association Image and Symbols Cognitive Information Behavior Action Perception Attention and Awarness Affective Emotions
Wise” trying to create awareness in people.
“Water Wise”
We are trying to create awareness in people regarding the use of water. We want them to feel this problem. So for that we are trying to create a perception in people that water is basic thing for any living organism to survive and we are misusing it, and we are going towards destruction. That’s what we are trying to show in our advertising strategy.
Situation Analysis:
Current Market Situation:
There is no as such thing which can be related with this term as it is a public service message for creating awareness among people regarding fare usage of water. So we can’t put on anything in current marketing situation.
Business and Industry Information:
We are not doing business this is a small non-profit NGO “Water Wise”, working for the welfare of people. We are saving water for life, making people aware of the facts and figures regarding their usage of water. There are many other NGO’s working in this sector over this issue they are not our competitors because all of them are working on saving water, for domestic and commercial uses. Like us they all are non-profit organizations.
Description of company, product or services:
“Water Wise” is a non-profit organization working for the welfare of people saving water. We are currently working in Pakistan. Our main focus is the remote areas of Pakistan where fresh drinking water in not available. So that we can provide them water for drinking and daily usage, and creating awareness in people about how to avoid misuse of water. Our aim is to reverse the upward trend in how much water we all use at home and at work. We will develop a framework to demonstrate the benefits of water efficiency in the Pakistan. By 2010, water companies will be carrying out large-scale water efficiency projects alongside new resource developments. Water efficiency will be part of everyone's lives. Our objectives are:
* Shaping a positive regulatory framework for water efficiency.
* Championing water efficiency within the water industry. 1 * Building the evidence base for water efficiency through large scale pilot schemes and other research. 1 * Ensuring water efficiency in the built environment sector. 1 * Understanding and changing consumer perceptions of water efficiency and encouraging wise use of water.
1 * Promoting the social benefits of and addressing the barriers to water efficiency.
Competitive or market positioning:
We have no competitors as we are working for the welfare of people of Pakistan. We are positioning in market and among people as a non-profit organization. Our main aim is to provide water for everyone, everywhere. And to make aware people about the decreasing level of water in ground.
Stakeholders:
Our stakeholders are Pakistani Government, Political Parties, NGO’s, Business Consumers, Specialist media, National and local media, Domestic consumers, Local Planning authorities, Environment Agency, Bathroom manufacturers suppliers and retailers, Water Companies, architects, and consumer groups.
General Description of Market Served:
Description of consumer purchase process:
We are not selling anything our product is to save water and make people aware how to use it properly so our consumers are the whole population of Pakistan from every walk of life. Everyone uses water for their needs so as we “Water Wise” is a NGO working for saving water, so all people are our product i.e. water consumers.
Methods of Distribution:
We’ll be running public service messages as this is our way of distribution of our product i.e. Water. We’ll be covering whole Pakistan the developed and under developed areas of Pakistan. We’ll provide water to under developed areas of country where fresh water is unavailable, and we’ll be running media campaigns for creating awareness of using water in developed areas of country. This is how we have distributed different areas of country.
Implication of any Market Research:
How much water a household consumes is determined by the technology we use and how we use it. Water wise has compiled a water-saving league table based on both the reported technology in households and on reported water-saving habits. Buying more efficient dishwashers, washing machines, taps, showers and toilets significantly reduces the water we waste in the home. However, using this technology correctly determines the scale of the impact on water waste. People use different amounts of water for different uses in the home, and so actions taken to be water efficient will have a different impact accordingly. We’ve collated data from Water Company which summarizes water use in home.
Percentage of Domestic Water usage in different areas.
Outdoor 10% Personal Washing Showers 17%
Toilet Flushing 43%
Personal Washing Baths 30%
Daily Domestic usage of Water.
Washing up 27%
Clothes Washing 43%
Drinking Water 13%
Others 17%
Public Water Supply in Pakistan % total per day usage.
Others 2%
Company Leakage 17% Customer Leakage 6% Household Use 52%
Non House Hold Use 23%
Water Usage by Sector.
Domestic Uses Drinking Water (cooking, cleaning etc)
Embedded in Industrial goods (cars, tv, bicycle etc) Emebedded in food (Irrigation etc)
Target Market Description:
Market Segments Identified:
We have segmented our target market in one section that will be the middle and lower middle class in this class as per our survey conducted results people don’t have as much awareness regarding the proper use of water, because they are unaware of the fact that water resources are decreasing with an alarming speed. So as we have shown in our advert how we are wasting water. We’ll be making them aware of the fact that water is the only thing in this world without which no living thing can survive and we have shown this very beautifully in our advert. As majority of people are from this status class so our main focus will be people of this class.
Primary Market:
Our primary market is the people who are unaware and misuses water. Our target is to make them aware, and save water. Domestic water users include home users. People are wasting water in homes so our primary target market will be the home users.
Secondary Market:
The water in the nation's rivers, streams, creeks, lakes, and reservoirs are vitally important to our everyday life. The main uses of surface water include drinking water and other public uses, irrigation uses, and for use by the thermoelectric-power industry to cool electricity-generating equipment. The
majority of water used for thermoelectric-power, public supply, irrigation, mining, and industrial purposes came from surface water sources. Our secondary target market will be the corporate and agricultural users.
Market Characteristics:
Geographic: Our geographic segmentation is based on National level we’ll be covering whole Pakistan. We’ve divided our segmentation in two parts Urban and Rural. First we’ll be covering urban population as they have more needs of water then as compared to people living in rural areas. So first we’ll target urban population. Demographic: According to a survey conducted by Water Wise Males use to take more showers as compared to females. And people from age 18-34 use more water during their shower. So in our water saving campaign males from age 18-34 are our target because they are the most users of water while they are taking showers. Psychographic: According to our survey report people from middle class wastes more water then from upper or elite class people. Life styles of both classes are very different as middle and lower middle class people are mostly workers so they use more water in every sense whether it is washing kitchen, clothes, or showering. So we’ll be targeting people of middle and lower middle class. Behavioral: In our behavioral segmentation people from middle and lower middle class have more usage of water so our target is this class of people. Their awareness towards using water in a little low then from upper or elite class. So our Advert. Covers people from middle and lower middle class.
Marketing Objectives:
Need satisfying objectives: Water Wise believes water for everyone. Water efficiency key is reducing waste not restricting it. Our objective is to fulfill the need of every class of people. We have set some objectives which we are trying to achieve by running media public awareness campaigns. Water is need of every one, so we need to fulfill the need of every human being by reducing the wastage of water and saving the water resources by keeping the fulfillment of needs of people.
Intended role of Advertising:
Advertising plays a major role in the fulfillment of our objectives for saving water and reducing wastage. This is the only key point by which we can make people aware of the fact how to reduce the wastage of
water for those people who don’t have fresh water availability. We want to make aware every person of this country to for fare usage of water.
Miscellaneous Information:
2700 litres for 1 cotton shirt. In order to get 1 kg of final cotton textile, one requires 11,000 litres of water (as a global average). Thus, when we have a shirt with a weight of 250 gram, this shirt costs 2700 litres. Of this total water volume, 45% is irrigation water consumed (evaporated) by the cotton plant; 41% is rainwater evaporated from the cotton field during the growing period; and 14% is water required to dilute the wastewater flows that result from the use of fertilisers in the field and the use of chemicals in the textile industry. Globally, the annual cotton production evaporates 210 billion cubic meters of water and pollutes 50 billion cubic meters of water. This is 3.5 % of the global water use for crop production.
The Indus River dolphin (Platanista minor) is one of the world's rarest mammals and the second most endangered freshwater river dolphin. Approximately 1,100 specimens of this species exist today in a small fraction of their former range, the lower reaches of the Indus River in Pakistan. However, the population of this species has gradually declined because of various factors, including water pollution, poaching, fragmentation of habitat due to barrages, and dolphin strandings in the irrigation canals.
It costs about 21,000 litres of water to produce 1 kg of roasted coffee. For a standard cup of coffee we require 7 gram of roasted coffee, so that a cup of coffee costs 140 litres of water. Assuming that a standard cup of coffee is 125 ml, we thus need more than 1100 drops of water for producing one drop of coffee. Drinking tea instead of coffee would save a lot of water. For a standard cup of tea of 250 ml we require 30 litres of water.
The water footprint of pure chocolate is 2400 litres for a 100-gram bar (as a world average!). Composition of dark chocolate: 40% cocoa paste (water footprint 33260 litres/kg); 20% cocoa butter (water footprint 50730 litres/kg); 40% sugar (water footprint 1526 litres/kg). We then can calculate: 40% 33260 + 20% 50730 + 40% 1526 = 24060 litres/kg = 2400 liters for one 100gr chocolate bar. The water footprint of milk powder is 4600 litres/kg, so that milk chocolate will have a bit larger water footprint (about 2500 litres for one 100gr chocolate bar) than dark chocolate when total cocoa content remains the same. Most crucial for the water footprint of chocolate is the cocoa paste and cocoa butter content.
Advertising Objectives:
Primary or Selective Demand:
Our demand is primary demand which includes home, corporate, and agricultural users.
Direct or Indirect Action:
In our advert direct message is the awareness about water usage and there two indirect message first one is the facts and figures which related with the usage of water and second is sadness and grief because people are wasting water.
Objectives stated in relation to the Advert:
Our objectives in this Advert is to save water. To make people aware that water resources are shrinking and we should care about while using water. Everyone should play their role in saving water.
Qualified expression of objectives:
The qualified expression objective in our advert is “Save Water For Life”.
Length of time for achievements of objectives:
We’ll hopefully be achieving our objectives within a short span of time i.e. a month or two, as this is a public awareness message so people will surely response in a positive way as this is a public issue.
Moral Building:
We’ll be building morale of people by motivating them to save water through our effective advert message.
Advertising Creative Strategy:
Product concept: Product or market positioning:
Our product is basically Water. So we positioned our product in market to make people aware about the fair usage of water.
Target audience: Detailed description of target audience:
Our target will be the people from middle and lower middle class. As we described first the people from this class are the most users of water. Most of the population of Pakistan is from this class so we are targeting these people. No matter what gender, age they are they are our target market. Secondly we are targeting people from industrial, and irrigation sector they are the second biggest users of water. As per our survey report household users consume 52% of water on daily basis as compared to people from industrial sector consume 17% of water on daily basis sector wise.
Relationship of target audience to target market:
Our target audience is people from middle and lower middle class, and our target market is people who use water. Of course all of us use water on daily basis so relationship between our target market and target audience is direct linked with each other.
Benefits sought/advertising appeals:
Our advertising appeal is to save water from being misused. The benefits we’ll sought from our advert is water savage and awareness among people for fair usage.
Demographics:
Demographics of our advert are for every age, sex, income, education. We are focusing on every single person of country. All this is a national problem that we are unaware about the proper usage of water.
Psychographics:
Psychographics of our advert are people belonging from middle and lower middle class as they are the majority of people. And we have made our advert keeping in mind specifically for this class of people.
Behaviouristic:
Behaviouristics of our advert are focused on home users, industrialists, agriculturists.
Prioritization of target audiences: Primary:
Our primary and utmost priorities are home users.
Secondary:
Our secondary priorities are industrial and agriculturists.
Determination of which media reach the target market: Traditional:
In traditional media we’ll be using cable TV channels for our advert.
Potential for communication effectiveness:
Our advert has the potential of effective communication among the viewers as we have covered all aspects of how we are wasting water.
Relevance to other elements of Creative Mix:
Our advert touches the emotions of viewers as it has a emotional aspect in it. The background music is so impressive that it garbs the attention of viewer and the figures which are running in advert shows how much loss we have done and still doing. People will remember this advert message when using water not to waste and save it as much as they possibly can for the future.
Scope of Media Plan:
The objective of this advert is to convey this message effectively to target audience. And our scope of media plan is very effective because it is a public awareness message so it will be conveyed easily and effectively to the target audience.
Exposure/attention/motivation values of intended media vehicles: Advertising Message:
Advertising message is to Save Water for Life.
Copy elements: Advertising appeals:
Advertising appeal of this advert is emotional and awareness creating towards the usage of water.
Copy platform:
Save water for life is the fundamental issue. This slogan is awareness creating among the target market of this advert. The theme is very simple and straightforward i.e. Save water.
Key consumer benefits:
The key consumer benefits of our target market are awareness for using water.
Art Elements: Visual Appeal:
We are showing figures of water wastage in visual appeal of our advert to grab attention of people, and moreover we have shown how people are wasting water due to ignorance to create awareness among people.
doc_357848853.docx
Executive summary:
In our report we have discussed the issues regarding misuse of domestic water. The consumption of water is very high in each and every sector of life, but water is being wasted very drastically. In our report we have shows that how people misuse this blessing of Allah. Fresh water is being wasted everywhere because people are unaware of the fact that it will come to an end one day. Water level is decreasing day by day, our fresh water natural reservoirs are getting empty with a very dangerous speed. This report realizes how important water for life, and how we are wasting it. We “Water Wise” a small NGO working in Pakistan is running a campaign on Domestic Wastage of Water. We are trying to create public awareness in people’s mind how to save water for life. It is not feasible for us to give our water to parts of the world where they are suffering serious droughts, so surely it should be ok for us to use all our water? Yes, “Water Wise” doesn’t want people to stop using water; we want people to stop wasting water. “The key to water efficiency is reducing waste, not restricting use.” About one third of the water each person uses on a daily basis is wasted – it runs straight down the plughole or down the toilet without being used. It is this wastage we want to cut down. This is a public service message for the cause of saving water. That’s what we are doing at “Water Wise”. It’s all about saving water. Saving water will not only save the environment, but if you are on a water meter it will save you money on your water bill, and it will save you money on your energy bill if you reduce your hot water consumption. A running tap uses 6 litres of water a minute, a shower can use anywhere between 9 – 45 litres per minute, a hosepipe uses as much as 1000 litres per hour. Toilet flushing accounts for 30% of our daily water use – with old toilets using as much as 14 litres per flush compared to new dual flush models which use as little as 2.6 and 4 litres per flush. Fixing a dripping tap can save as much as 5000 litres a year – if everyone in the Pakistan fixed their dripping taps we would save enough water to supply 120,000 for one day.
Summary of Advertising Objectives:
The objective in this advertising message is to grab attention and create awareness in the minds of people regarding the proper utilization of water. We are trying to create a perception in the minds of people that water should not be wasted. Freshwater is of major importance for all living things; in some organisms, up to 90 percent of their body weight comes from water. Up to 60 percent of the human body is water, the brain is composed of 70 percent water, and the lungs are nearly 90 percent water. About 83 percent of our blood is water, which helps digest our food, transport waste, and control body temperature. Each day humans must replace 2.4 liters of water, some through drinking and the rest taken by the body from the foods eaten.
Summary of advertising strategy:
Persuassion
“Water
Attitude, Motivation, Involvement, and Loyalty.
Association Image and Symbols Cognitive Information Behavior Action Perception Attention and Awarness Affective Emotions
Wise” trying to create awareness in people.
“Water Wise”
We are trying to create awareness in people regarding the use of water. We want them to feel this problem. So for that we are trying to create a perception in people that water is basic thing for any living organism to survive and we are misusing it, and we are going towards destruction. That’s what we are trying to show in our advertising strategy.
Situation Analysis:
Current Market Situation:
There is no as such thing which can be related with this term as it is a public service message for creating awareness among people regarding fare usage of water. So we can’t put on anything in current marketing situation.
Business and Industry Information:
We are not doing business this is a small non-profit NGO “Water Wise”, working for the welfare of people. We are saving water for life, making people aware of the facts and figures regarding their usage of water. There are many other NGO’s working in this sector over this issue they are not our competitors because all of them are working on saving water, for domestic and commercial uses. Like us they all are non-profit organizations.
Description of company, product or services:
“Water Wise” is a non-profit organization working for the welfare of people saving water. We are currently working in Pakistan. Our main focus is the remote areas of Pakistan where fresh drinking water in not available. So that we can provide them water for drinking and daily usage, and creating awareness in people about how to avoid misuse of water. Our aim is to reverse the upward trend in how much water we all use at home and at work. We will develop a framework to demonstrate the benefits of water efficiency in the Pakistan. By 2010, water companies will be carrying out large-scale water efficiency projects alongside new resource developments. Water efficiency will be part of everyone's lives. Our objectives are:
* Shaping a positive regulatory framework for water efficiency.
* Championing water efficiency within the water industry. 1 * Building the evidence base for water efficiency through large scale pilot schemes and other research. 1 * Ensuring water efficiency in the built environment sector. 1 * Understanding and changing consumer perceptions of water efficiency and encouraging wise use of water.
1 * Promoting the social benefits of and addressing the barriers to water efficiency.
Competitive or market positioning:
We have no competitors as we are working for the welfare of people of Pakistan. We are positioning in market and among people as a non-profit organization. Our main aim is to provide water for everyone, everywhere. And to make aware people about the decreasing level of water in ground.
Stakeholders:
Our stakeholders are Pakistani Government, Political Parties, NGO’s, Business Consumers, Specialist media, National and local media, Domestic consumers, Local Planning authorities, Environment Agency, Bathroom manufacturers suppliers and retailers, Water Companies, architects, and consumer groups.
General Description of Market Served:
Description of consumer purchase process:
We are not selling anything our product is to save water and make people aware how to use it properly so our consumers are the whole population of Pakistan from every walk of life. Everyone uses water for their needs so as we “Water Wise” is a NGO working for saving water, so all people are our product i.e. water consumers.
Methods of Distribution:
We’ll be running public service messages as this is our way of distribution of our product i.e. Water. We’ll be covering whole Pakistan the developed and under developed areas of Pakistan. We’ll provide water to under developed areas of country where fresh water is unavailable, and we’ll be running media campaigns for creating awareness of using water in developed areas of country. This is how we have distributed different areas of country.
Implication of any Market Research:
How much water a household consumes is determined by the technology we use and how we use it. Water wise has compiled a water-saving league table based on both the reported technology in households and on reported water-saving habits. Buying more efficient dishwashers, washing machines, taps, showers and toilets significantly reduces the water we waste in the home. However, using this technology correctly determines the scale of the impact on water waste. People use different amounts of water for different uses in the home, and so actions taken to be water efficient will have a different impact accordingly. We’ve collated data from Water Company which summarizes water use in home.
Percentage of Domestic Water usage in different areas.
Outdoor 10% Personal Washing Showers 17%
Toilet Flushing 43%
Personal Washing Baths 30%
Daily Domestic usage of Water.
Washing up 27%
Clothes Washing 43%
Drinking Water 13%
Others 17%
Public Water Supply in Pakistan % total per day usage.
Others 2%
Company Leakage 17% Customer Leakage 6% Household Use 52%
Non House Hold Use 23%
Water Usage by Sector.
Domestic Uses Drinking Water (cooking, cleaning etc)
Embedded in Industrial goods (cars, tv, bicycle etc) Emebedded in food (Irrigation etc)
Target Market Description:
Market Segments Identified:
We have segmented our target market in one section that will be the middle and lower middle class in this class as per our survey conducted results people don’t have as much awareness regarding the proper use of water, because they are unaware of the fact that water resources are decreasing with an alarming speed. So as we have shown in our advert how we are wasting water. We’ll be making them aware of the fact that water is the only thing in this world without which no living thing can survive and we have shown this very beautifully in our advert. As majority of people are from this status class so our main focus will be people of this class.
Primary Market:
Our primary market is the people who are unaware and misuses water. Our target is to make them aware, and save water. Domestic water users include home users. People are wasting water in homes so our primary target market will be the home users.
Secondary Market:
The water in the nation's rivers, streams, creeks, lakes, and reservoirs are vitally important to our everyday life. The main uses of surface water include drinking water and other public uses, irrigation uses, and for use by the thermoelectric-power industry to cool electricity-generating equipment. The
majority of water used for thermoelectric-power, public supply, irrigation, mining, and industrial purposes came from surface water sources. Our secondary target market will be the corporate and agricultural users.
Market Characteristics:
Geographic: Our geographic segmentation is based on National level we’ll be covering whole Pakistan. We’ve divided our segmentation in two parts Urban and Rural. First we’ll be covering urban population as they have more needs of water then as compared to people living in rural areas. So first we’ll target urban population. Demographic: According to a survey conducted by Water Wise Males use to take more showers as compared to females. And people from age 18-34 use more water during their shower. So in our water saving campaign males from age 18-34 are our target because they are the most users of water while they are taking showers. Psychographic: According to our survey report people from middle class wastes more water then from upper or elite class people. Life styles of both classes are very different as middle and lower middle class people are mostly workers so they use more water in every sense whether it is washing kitchen, clothes, or showering. So we’ll be targeting people of middle and lower middle class. Behavioral: In our behavioral segmentation people from middle and lower middle class have more usage of water so our target is this class of people. Their awareness towards using water in a little low then from upper or elite class. So our Advert. Covers people from middle and lower middle class.
Marketing Objectives:
Need satisfying objectives: Water Wise believes water for everyone. Water efficiency key is reducing waste not restricting it. Our objective is to fulfill the need of every class of people. We have set some objectives which we are trying to achieve by running media public awareness campaigns. Water is need of every one, so we need to fulfill the need of every human being by reducing the wastage of water and saving the water resources by keeping the fulfillment of needs of people.
Intended role of Advertising:
Advertising plays a major role in the fulfillment of our objectives for saving water and reducing wastage. This is the only key point by which we can make people aware of the fact how to reduce the wastage of
water for those people who don’t have fresh water availability. We want to make aware every person of this country to for fare usage of water.
Miscellaneous Information:
2700 litres for 1 cotton shirt. In order to get 1 kg of final cotton textile, one requires 11,000 litres of water (as a global average). Thus, when we have a shirt with a weight of 250 gram, this shirt costs 2700 litres. Of this total water volume, 45% is irrigation water consumed (evaporated) by the cotton plant; 41% is rainwater evaporated from the cotton field during the growing period; and 14% is water required to dilute the wastewater flows that result from the use of fertilisers in the field and the use of chemicals in the textile industry. Globally, the annual cotton production evaporates 210 billion cubic meters of water and pollutes 50 billion cubic meters of water. This is 3.5 % of the global water use for crop production.
The Indus River dolphin (Platanista minor) is one of the world's rarest mammals and the second most endangered freshwater river dolphin. Approximately 1,100 specimens of this species exist today in a small fraction of their former range, the lower reaches of the Indus River in Pakistan. However, the population of this species has gradually declined because of various factors, including water pollution, poaching, fragmentation of habitat due to barrages, and dolphin strandings in the irrigation canals.
It costs about 21,000 litres of water to produce 1 kg of roasted coffee. For a standard cup of coffee we require 7 gram of roasted coffee, so that a cup of coffee costs 140 litres of water. Assuming that a standard cup of coffee is 125 ml, we thus need more than 1100 drops of water for producing one drop of coffee. Drinking tea instead of coffee would save a lot of water. For a standard cup of tea of 250 ml we require 30 litres of water.
The water footprint of pure chocolate is 2400 litres for a 100-gram bar (as a world average!). Composition of dark chocolate: 40% cocoa paste (water footprint 33260 litres/kg); 20% cocoa butter (water footprint 50730 litres/kg); 40% sugar (water footprint 1526 litres/kg). We then can calculate: 40% 33260 + 20% 50730 + 40% 1526 = 24060 litres/kg = 2400 liters for one 100gr chocolate bar. The water footprint of milk powder is 4600 litres/kg, so that milk chocolate will have a bit larger water footprint (about 2500 litres for one 100gr chocolate bar) than dark chocolate when total cocoa content remains the same. Most crucial for the water footprint of chocolate is the cocoa paste and cocoa butter content.
Advertising Objectives:
Primary or Selective Demand:
Our demand is primary demand which includes home, corporate, and agricultural users.
Direct or Indirect Action:
In our advert direct message is the awareness about water usage and there two indirect message first one is the facts and figures which related with the usage of water and second is sadness and grief because people are wasting water.
Objectives stated in relation to the Advert:
Our objectives in this Advert is to save water. To make people aware that water resources are shrinking and we should care about while using water. Everyone should play their role in saving water.
Qualified expression of objectives:
The qualified expression objective in our advert is “Save Water For Life”.
Length of time for achievements of objectives:
We’ll hopefully be achieving our objectives within a short span of time i.e. a month or two, as this is a public awareness message so people will surely response in a positive way as this is a public issue.
Moral Building:
We’ll be building morale of people by motivating them to save water through our effective advert message.
Advertising Creative Strategy:
Product concept: Product or market positioning:
Our product is basically Water. So we positioned our product in market to make people aware about the fair usage of water.
Target audience: Detailed description of target audience:
Our target will be the people from middle and lower middle class. As we described first the people from this class are the most users of water. Most of the population of Pakistan is from this class so we are targeting these people. No matter what gender, age they are they are our target market. Secondly we are targeting people from industrial, and irrigation sector they are the second biggest users of water. As per our survey report household users consume 52% of water on daily basis as compared to people from industrial sector consume 17% of water on daily basis sector wise.
Relationship of target audience to target market:
Our target audience is people from middle and lower middle class, and our target market is people who use water. Of course all of us use water on daily basis so relationship between our target market and target audience is direct linked with each other.
Benefits sought/advertising appeals:
Our advertising appeal is to save water from being misused. The benefits we’ll sought from our advert is water savage and awareness among people for fair usage.
Demographics:
Demographics of our advert are for every age, sex, income, education. We are focusing on every single person of country. All this is a national problem that we are unaware about the proper usage of water.
Psychographics:
Psychographics of our advert are people belonging from middle and lower middle class as they are the majority of people. And we have made our advert keeping in mind specifically for this class of people.
Behaviouristic:
Behaviouristics of our advert are focused on home users, industrialists, agriculturists.
Prioritization of target audiences: Primary:
Our primary and utmost priorities are home users.
Secondary:
Our secondary priorities are industrial and agriculturists.
Determination of which media reach the target market: Traditional:
In traditional media we’ll be using cable TV channels for our advert.
Potential for communication effectiveness:
Our advert has the potential of effective communication among the viewers as we have covered all aspects of how we are wasting water.
Relevance to other elements of Creative Mix:
Our advert touches the emotions of viewers as it has a emotional aspect in it. The background music is so impressive that it garbs the attention of viewer and the figures which are running in advert shows how much loss we have done and still doing. People will remember this advert message when using water not to waste and save it as much as they possibly can for the future.
Scope of Media Plan:
The objective of this advert is to convey this message effectively to target audience. And our scope of media plan is very effective because it is a public awareness message so it will be conveyed easily and effectively to the target audience.
Exposure/attention/motivation values of intended media vehicles: Advertising Message:
Advertising message is to Save Water for Life.
Copy elements: Advertising appeals:
Advertising appeal of this advert is emotional and awareness creating towards the usage of water.
Copy platform:
Save water for life is the fundamental issue. This slogan is awareness creating among the target market of this advert. The theme is very simple and straightforward i.e. Save water.
Key consumer benefits:
The key consumer benefits of our target market are awareness for using water.
Art Elements: Visual Appeal:
We are showing figures of water wastage in visual appeal of our advert to grab attention of people, and moreover we have shown how people are wasting water due to ignorance to create awareness among people.
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