Notesale: Turn your study into money

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Introduction to product


The water bobble is a mobile plastic receptacle that holds and filters water before you drink
out of it
...

The water bobble was innovated as a social enterprise, in order to advocate greener living
by re-using one receptacle instead of throwing non-biodegradable, plastic containers to land
fill after one use
...
In June 2013,
68% of households have smartphones, 42% have tablets, 62% have computers and 17%
have internet enabled TV (Mintel, 2013)
...

In April, May and June 2013, 38% of internet users bought or used vouchers online, 53%
read product/service reviews, 46% visited brands own websites, 99% of internet device
owners used social networking sites (Mintel, 2013)
...

However, Figure 2 shows that only a small percentage of people have seen and clicked on
internet adverts compared to the percentage of people that have seen the advert
...

The use of Facebook has grown by 80% between 2009 and 2013 (Lieb, R
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Investigation and critical evaluation of product


Product
The water bobble doesn’t directly have any competitors because it has a unique selling
point and it is patented
...
As
Bobble mainly only sell the actual water bobble through retailers, the use of their website
allow for more product variety, for instance the bobble jug
...
99 and 12
...
Again, their unique selling point allows them to price higher
because initially they were targeting a niche market who would typically favour the
environment over lower prices
...

However, if people are looking for a cheaper yet environmentally friendly drinks bottle, the
first place people are tending to look in recent years is the internet as it offers price
transparency (Chaffey et al
...
With the use of the internet, Bobble have the
opportunity to price differently in different countries for example, however, this could lead
to customer objection on discrimination
...

Place
‘A website is like a virtual shopfront that is always open’ (Reed, J
...
Bobble have
growing distribution channels and sell through retailers as well as on their own website
...

Bobble eliminate a lot of costs by not having their own physical store and instead just using
their website, to access the whole world as a market and distribution through other
retailers
...

However MRP records and website maintenance costs need to be incurred but this is still
cheaper than a physical store
...
This is also an incentive for green-livers to
buy this product as opposed to a drinks bottle from a sports store
...
, 2011: 637)
...
0 allows them to create a sense of community online whereby
existing and potential customers get a heads up when an event or update is about to
happen (BBC 1, 2014)
...
During economic hard times, people tend to shop around
for the best deals
...
g
...
com) and it is easier to navigate
around different virtual stores than it is in real life (Lieb, R
...
When a person needs a
new water bottle; they might find it easier to look online, perhaps using Google to find the
cheapest or best quality available
...
, 2011: 195)
...
, 2011: 102) is a key factor for promotion that Bobble
have explored and endeavoured
...
Bobble donated
50% of Bush’s designed Bobble revenue to the Nature Conservancy that Sophia was
philanthropically fundraising for
...
Sophia uses social media to promote charities and teach greener ways of
living so by tweeting and posting Instagram pictures of the bobble, she is acquiring new
customers for Bobble through web links; creating higher authority (Reed, J
...

Another form of promotion Bobble have participated in is changing (or adding to) the
bobble itself
...

‘If you don’t know, now you know: one bobble filter can save up to 300 plastic bottles from
entering our landfills
...

Bobble posted this on Facebook and Twitter to preach to their existing customers as well as
an attempt to get ‘water revolution’ trending
...
However, this post only received
70 likes from their 159k followers
...
0’s ‘share’ will
spread the word in order to acquire new customers
...
g
...
While people spot an item they might like, it is very easy for them to
quickly visit a website in order to collect information on, or purchase the item
...
, 2011: 85 and 102)
...
,
2011: 554)
...

Sponsorships and synergy are gained when two companies have shared goals and morals, so
Bobble might be working with a printing company and could post a tweet promoting their
company in order to receive a discount for example
...
These are systems
and digital mechanisms that can be imposed on websites where the number of visits by a
particular existing customer (when logged in) can be counted and trended on how often
visited, how recently and how much is spent
...
, 2011: 223)
...


All of this data can be used to calculate income elasticity of demand, price elasticity of
demand and cross elasticity of demand to decipher whether price or supply changes need to
be made in order to avoid economic implications
...
For example, Google Ad Works
would allow Bobble to access their data on search trends and figures relating to most used
search terms for water containers and other things that the people who search for water
containers would search for; so Bobble know how to access customers through other
channels
...
, 2011: 241)
...
Then every time someone uses Google (for example)
to click on one of Bobble’s links, an amount is paid (Baines et al
...

One- click purchase on most retail websites makes it easy for customers to buy, so they will
(Baines et al
...


Self-Selecting, Search Marketing
Contextual adverts offer ways of adapting pop-up adverts and banners for web surfers who
have previously searched for similar products to the water bobble (Baines et al
...
Page,
K
...
For example, if you were to watch a YouTube video on recycling; the
commercial at the beginning of the clip might be an advert for Bobble (sponsorship)
...
, 2011: 638), but Bobble shouldn’t focus solely on
this as pre-determination of potential customers isn’t always correct, so by targeting the
whole world (one-to-many), there is much more potential for gaining new customers
...

At present, Bobble do not fully utilize email
...
This is
almost viral marketing where electronic word-of-mouth through the use of Web 2
...
, 2011: 634)
...
SEO is the use of algorithms within Google’s search
engine in order to get their website at the top of the results when people search for
particular words
...
When people make a Google search, they tend to only look at the first three
or more findings, so if Bobble is at the top, they are reaching a larger audience
...

It is simply a creative way of becoming more accessible to the public by a basic formula:
metadata+ category+ marketing= high sales rank, where a web crawler calculates and stores
indexes on web links meta tags (Baines et al
...
This is almost an alternative for
the gondola zone within supermarkets because it is a manipulated positioning of a product
in order to persuade customers to purchase or make use of their service
...
This App could also display their products and offer the opportunity for
purchase
...
2011), customer
integration and potentially gets friends and family engaged as well as extending loyalty
(Lieb, R
...

Mobile marketing restricts the scope of its audience to only mobile phone users’, bandwidth
capacity and too tight screen size for certain data
...
It also inexpensive and
messages can be sent to target people while in specific locations through the use of GPS
which is a form of pacing through location based content (Lieb, R
...


Emotional Value
A factor that could be a potential option for Bobble to explore would be improving after –
sale service and general customer service and become more interactive (Baines et al
...
Asynchronous technologies (Baines et al
...
, 2011: 261)
...
This is a form of interactivity that is enabled by Bobble’s use of Web 2
...


Media Implications
Although ‘we are now in an era of social marketing’ (Reed, J
...
0 is a very
useful research method through user generated content like polls, reviews, forums and
more (Lieb, R
...
There is only a 4% difference
between this result and the results of follow-through that other online adverts such as popups or banners attain, but it is still worth Bobble exploring other forms of advertising and
not relying solely on social media (Mintel, 2013)
...
However, another reason why Bobble should not rely solely on social media for
advertising purposes is because it has the potential to backfire as consumers have more
power when it comes to the internet and can often vent their complaints (Lieb, R
...
For example, Waitrose released an online survey and their social media sites received
‘mickey-take’ posts from consumers which can spread like wildfire and create negative press
(Mail Online, 2012)
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Fill, C
...
(2011)
...
2nd ed
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Bobble (2013) ‘if you don't know, now you know: one bobble filter can save up to 300 plastic bottles
from entering our landfills
...
’ 4 November,
2013
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Last accessed 28th Dec, 2013
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@MarsGlobal @OfficialSanta #bestgiftever’
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[Twitter]
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Bobble (2013) waterbobble [Online]
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waterbobble
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html
[Accessed - 16
...
2014]
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cambio
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Chaffey, D
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Johnston, K
...
(2003)
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2nd ed
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Ledwith, M
...
Robinson, M
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Waitrose Twitter Backlash
...
dailymail
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uk/news/article-2205975/Waitrose-Twitter-backlash-I-shop-Waitrose--Idont-like-surrounded-poor-people
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Last accessed 29th Dec 2013
...
(2011)
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USA: Que Publishing
...
(2013)
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Available:
http://academic
...
com/display/677989/?highlight=true#hit1 Last accessed 7th Nov 2013
...
(2007)
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Available:
http://www
...
org/maslow
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Last accessed 28th Dec 2013
...
(2011)
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Harlow: Pearson Education Limited
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(2011)
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Harlow: Pearson Education Ltd
Secrets of the Sales
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Film; Ben Steele
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UK: BBC
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(2013) seventhgeneration@maileu
...
com
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Email to Gabrielle Lewis,
11/11/2013
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lewis94@yahoo
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