【Mineral water】From AQUAMarch 17, 2015 release

【Mineral water】From AQUA
acure made

Station Naka's standard!
【Mineral water】From AQUAButacure madeLarge renewal in the brand! !

Product development person in charge

Product development person in charge Profile

sex:
male
Age:
Early thirties
hobby:
Looking at my daughter's smile

1【Mineral water】From AQUAStart renewal project!

From aqua shipment number change

Before renewal【Mineral water】From AQUA

The Tanigawa mountain range that came up by chance in the 1984 Joetsu Shinkansen tunnel construction【Mineral Water】Began marketing as Oshimizu, rebranded in 2007, in 2012"Failless cap"We have captured the new needs of the station Naka as "water that we want to carry"【Mineral water】From AQUA.
Despite the support of many customers, the number of competing products increased and prices decreased, and sales numbers were sluggish.

Product sales recognition in the station yard

【Mineral water】From AQUAChallenges

The major factor is the low recognition rate.
In other words,Good waterOr30 years of history,Convenience of cap that does not fall, But did not reach the customers of the core! So I can not get it in my hands! ! This is【Mineral water】From AQUAIt was a challenge for
However, large commercials and promotions like major manufacturers are difficult ...

Renewal point

In particular, the purchase rate before boarding in the morning rises remarkably!
After the release of the cap does not fall【Mineral water】From AQUAPre-ride purchase rate goes up. The difference is large compared to other products. → Repeat purchase rate should be high if you can recognize it! !

Break the wall,
Tanigawa mountain range【Mineral Water】Good water quality,
For customers with the history from Oshimizu and convenience with a cap that does not fall
"Water + α I want to carry"
As a new renewal project started to consider the appeal!

2To get it in hand ...

Conducted a web survey and questionnaire to find out why it is not recognized as mineral water.

What to look for in mineral water

Reason for purchasing most frequently purchased items

Next to the product image and taste,
Domestic waterThat is an important point to purchase!

Q Do you want to purchase "From Aqua" in the future with the following appeal points:
  • ■Cap that does not fallWhenFreshness / sense of season, Nature, Tanigawa, etc.DomesticThe word that reminds of is a high number
  • ■ The most impressive one of them isCap that does not fallThere are many
↓

From the survey results,
The points to be emphasized in mineral water"taste""price""Domestic"The element of is largeI can see that.

【Mineral water】From AQUAWhile changing the brand, customers at Station Naka【Mineral water】From AQUAAren't you recognized as a domestic mineral water?
Isn't it transmitted that it is the blessing of the great nature of the spring water of the Tanigawa mountain range?

Tanigawa Mountain Range's natural spring water, domestic mineral water, history from Daisymizu, a cap that does not fall ... How do these elements that only our company conveys to customers ...

↓

This point led to the concept of this renewal.

acureMembers Round-table Discussion

According to this concept,acureConduct a round-table discussion by members.
Conducted in two sets of six men and women who have never done so before, we received many opinions, such as promotions, about package design and designs that change with the season.

We buy mineral water every morning and drink it for one day, so we choose high-volume products
Birds and flowers are cute in the package design
It is interesting that the package design changes with the season 30 years of history and the history and story that became a cap that does not fall are not drawn to the heart

web questionnaire

Based on the opinions received at the round-table discussion, narrow down the design proposals and conduct a web questionnaire.

web questionnaire

■ Contents of questionnaire

  1. Q1Which can you associate with nature?
  2. Q2Which is the point where the water is transmitted?
  3. Q3Which balance is good with the "falling cap"
  4. Q4Which one is friendly
  5. Q5Which one feels domestic (free answer for reason)
  6. Q6Which one is easy to understand as mineral water
    (Free answer for reason)
  7. Q7Which one do you want to buy the most (free answer for reason)
↓

In contrast to the Q1 to Q7 questionnaires, B draft is on average high rating, and Q5 “feeling domestically produced” which is the point of renewal of this time is rated as critical, Q6 “easiness to understand as mineral water” is also highly rated. The

Among the questions in Q5 to Q7 that I considered to be particularly important, I asked them to answer the reason for selection with a free answer."I feel the nature from the design of the mountain" "warm and healed" "fresh and natural and looks delicious"And the whole image is being evaluated.

We asked for opinion of all of Minakami town

We asked for opinion of all of Minakami town
We asked for opinion of all of Minakami town

From Minakami-cho Tourism Division who knew the Tanigawa mountain range well, we received opinions about the color of summer and winter mountains and surviving animals and plants.

ekinakaCustomers, the opinion of a powerful supporter named Minakami Town,
【Mineral water】From AQUAWill evolve! !