Social_water_prez

A Social and Cultural Study of Drinking Water 3.13.09

Amy Batchu Hanna Korel Erin Myers Gauri Verma Nanqian Xu

Why?

To understand how Pepsi can be inspired by social and cultural contexts of drinking water around the world.

With the recent downturn in the world’s economy, perceptions and habits surrounding bottled water are changing.

In the American market, sales of bottled water are down, while eco-efficiency perceptions are up.

Our research intends to produce a clear understanding of social types around the globe to illuminate opportunity spaces in the US water market.

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Where?

Observing other cultures with a variety of social water traditions to discover how this could and does merge with a busy modern lifestyle.

Chennai, India

Kyoto, Japan

Warsaw, Poland

Chicago, USA

Inspiration

The Communal Cup (Indian Students)

Water vending machines

Large disposable water bottles

Social gatherings/events that provide individual disposable water bottles

Drinkability/ Portability Needs

For cold liquids only, sharing of container, stationary shared source.

Convenience

For use in the home, or for a group to share, if traveling.

Personal, portable, and chilled servings of water.

A group will share out of one big bottle, rather than each have our own.

Perceived to be polite and hospitable to provide water to guests but must be thought of fresh and sanitary.

Cultural/ Social Frame

Kids are trained at home to drink water like this without sipping!

The sacred water temple

Shared source Despite prevalence and accessibility to a variety of beverages it is not typical to drink or eat in public places outside of the sacred waterfall.

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Chennai, India

> unique method of children sharing water out of a basin by pouring water from communal cup

Target Participants: adults well versed in the social traditions of drinking water Teachers and parents

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male/female (50/50) ages 30-55

Bonus Interviews: intercepts at city marketplace or water wells with families acquiring water

Methods: • observations at schools • in-home interviews with parents When: Late Summer/Early Fall 4

Kyoto, Japan

> ever present bottled water vending machines (despite the fact it is impolite to drink in public)

Target Participants: hip teens who keep an eye on the trends Socially and fashion conscious

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male/female (50/50) ages 17-24

Bonus Interviews: intercepts at city centers and shopping malls

Methods: • observations at college campuses • in-home interviews with youth When: Late Summer/Early Fall

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Warsaw, Poland

> typically friends will share water in a group from one large bottle instead of individual bottles

Target Participants: college students that travel with others on holidays Curious and gregarious groups of friends

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male/female (50/50) ages 17-24

Bonus Interviews: intercepts at city centers and train stations

Methods: • photo self documentation booklets • in-home interviews with youth When: Late Summer/Early Fall 6

Chicago, USA

> highly individualistic in water consumption which creates tension for the eco and economic conscious

Target Participants: Socially involved and aware, frequently plan events Active adults

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male/female (40/60) ages 18-34

Bonus Interviews: tag-along observations with someone planning a special event (for e.g. a party)

Methods: • in-home interviews When: Late Summer/Early Fall 7

Benefits We hope to: • draw from our multi-cultural observations on social water consumption • harvest insights that could translate to the US market • apply principles to opportunity spaces for Pepsi to create new social water offerings

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