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Case Studies by Carla Baumer

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published: 28 Jun 2019

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Abstract:
INSEAD alumnus Martin Murray is the inventor of waterdrop™, a cube made up of natural aromas, superfood extracts and vitamins that encourages people to drink more water by adding flavour. Although he initially builds a business on a lean budget, he knows that creating a unique brand is key for the success of his innovation. Not only is waterdrop in a category of its own – ‘a microdrink’ – but, unlike most drinks, the cubes can be sold online. With a product positioning ‘drink more water’, he tests the brand on his native Austrian market. The case follows Martin from the initial idea (prompted by the limited drinks range on-board a flight to Singapore) to recruiting a small team to launch what he believes will be a game-changer in the non-alcoholic beverage industry.

Pedagogical Objectives:
a) Brand identity and positioning for start-ups: How to build a strong brand identity with limited resources, leverage market trends and customer intelligence, and position a brand compared to competitors. b) Digital marketing and branding: How to build a brand across channels on a small budget, create engaging content for target segments, leverage social media for word-of-mouth and community marketing; gamification and mobile strategies. c) Customer-centric strategies: How to leverage consumer insights for new product ideas at low cost, and integrate seamless omni-channel strategies early on. d) Entrepreneurship challenges: Brand or product – deciding which is more important and where to invest resources. The advantages of start-ups (over incumbents) when entering an existing industry. How to grow brands internationally with limited resources; how much brand deviation can be afforded.

Keywords:
Microdrink, Food and Beverage, Digital Disruption, Lean Management, Agile, Entrepreneurship, Brand Identity, Digital Marketing, Digital Branding, Customer Centricity, Sustainability, Health

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