Understand

What is your product really in the business for?

At Bluwave, we are out to make hydration sustainable and affordable. Our business operates on 2 fronts.

Firstly, we are committed to delivering water bottles in sustainable packaging, utilising cost-effective materials like Tetra Pak instead of traditional glass bottles.

Secondly, we want to leverage the real estate on our bottles as advertising space to make our bottles compete with plastic water bottles.

What problem does your product solve?

At Bluwave we are set solve for 2 major issues:

• Sustainability:
• • India consumes nearly 10 million plastic water bottles daily, amounting to over 3.65 billion plastic bottles annually.
  • Only 8% of this plastic is recycled.
  • The environmental impact of this plastic waste is enormous, contributing to pollution, harming wildlife, and clogging landfills and oceans.
  • Micro-plastics are a going concern. It is estimated that humans ingest the equivalent of a credit card's worth of plastic each week.
  • It is driving people away from plastic bottles, prompting them to seek non-plastic alternatives or carry their own metal bottles for water consumption.
• Affordability:
• • The Indian market is highly price-sensitive.
  • Sustainable bottles are currently expensive to produce and are priced about three times higher than PET water bottles.
  • This price disparity forces most people (Aam Aadmi) to opt for the most affordable option: plastic bottles.
  • Our business model allows us to reduce the cost of sustainable water bottles to be comparable with that of PET plastic bottles.
  • By lowering the price, we empower the Aam Aadmi to choose sustainable water bottles for their consumption, making eco-friendly choices accessible to everyone.

What are some customer benefits?

• Water at a Affordable price ( Financial Goal)
• Sustainable packaging, giving Aam Aadmi & Institutions the bragging right for playing their part towards a greener future. (Social Goal)
• Preventing consumption of micro plastics (Health Goal)

How is your user currently solving this problem?

• They (Aam Aadmi) are bringing their own bottles
• They (Aam Aadmi) are waiting for the next free non plastic water source (Eg. Office water stations, Home water, Aqua Guard Etc.)
• They (Institutions) are investing in greener solutions like reusable water cups, Water can stations, Paper cups etc.)

Define JTBD of Bluwave

Bluwave Sustainable water bottles are in an existing category, but here’s what sets us apart:

Packaging and Pricing

Most sustainable water bottles come in glass bottles at outrageous price points (100rs+). This is where we stand out:

We package our premium water in Tetra Paks, which are:

• Cheaper than glass bottles
• Lightweight and easy to carry
• Durable and not fragile

By using cheaper materials and optimising our supply chain, we significantly lower our costs compared to competitors. Our goal is to bring our pricing on par with PET bottles.

Our unique business model of advertising on water bottle real estate provides the financial edge to achieve our pricing goals, making sustainable hydration affordable for everyone.

PUSH OR PULL?

Our product is a push product because people already have access to water at homes, offices, and restaurants. Therefore, we need to focus on:

• Education: Informing consumers about the benefits of our sustainable water bottles and how they differ from existing options.
• Trust: Building trust with our consumers to encourage them to make the switch to our eco-friendly, affordable alternative.

Define ICP:

• Demographics:
• • Age: 18-35 years old
  • Location: Residing in Tier 1 cities in India
    
• Behaviour and Lifestyle:
• • Hybrid Work Model: Goes to the office three times a week
  • Consumption Habits: Drinks water when thirsty
  • Entertainment Preferences: Uses Netflix, Spotify, YouTube, and watches IPL
  • Digital Proficiency: Digitally savvy and comfortable with technology

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Core Value Proposition for BluWave

For the mobile first generations who need sustainable alternative for water source, Bluwave is a sustainable water brand that is priced in the same range of PET plastic bottles.

What are some category insights? What are the top problems the category is suffering from?

• People want to not use plastic
• Current plastic alternative are expensive
• People are not aware of micro-plastic consumption.
• Trust plays a large role when it comes to water
• People don’t really find the bottles interesting enough to look at the contents.

​What are your user problems? What are the top problems the user faces?

• They dont want to pay for water
• They dont want plastic

​What are user non negotiables

• High quality water
• Price point

What are user negotiables

• For the cheapest option, people will compromise on packaging (Pet plastic & look and feel)

What are their Aspirations?

• Social Goals: Users aspire to make environmentally friendly choices and contribute to sustainability efforts.
• Health Goals: Users aim to consume products that are free from harmful substances like micro-plastics.
• Financial Goals: Users want to save money by opting for affordable yet sustainable water options.

Defining the brand wedge

If category perception is people want sustainable and affordable water bottles and the user pain point is that they want high quality water at affordable price then Bluwave will prioritise building trust with high quality water in sustainable packaging at the cheapest price point.

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If category perception

Packaged water cannot be sustainable and affordable at the same time

And the user pain-point

they want high quality water at an affordable price

Then Bluwave

will prioritise building trust with high quality water in sustainable packaging at the cheapest price point.

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How will your brand look?

"I'm sustainable but I'm not boring."

BluWave’s brand aesthetic is designed to emphasise sustainability while also being visually appealing and engaging. Our packaging and branding will incorporate vibrant, eye-catching designs that convey a sense of fun and creativity. We want to challenge the notion that sustainable products are dull or uninspiring.

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How will your brand speak?

"I am influential, but not intrusive."

Bluwave's messaging strategy will be to influence users, weather its our sustainable bottles or the ads on our bottles. We want to influence value rather that aggressive sell. We aim to make consumers feel good about their choice rather than pressured.

How will your brand behave?

"I am innovative, but not complicated."

Everything we do, from our products to our ads, is designed to be innovative but easy to understand. We use simple ideas to create extraordinary solutions, making sustainability cool and accessible.

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Apply Brand on and off the product.

As we are at our early stages we changed our mockups to suit our new brand and existing social copy.

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Changed Website and showcasing how different our water bottles are.

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Socials

Changing our messaging from just informative to influential and not intrusive.

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