Dear ONE Members,
I thought you might be interested in a new cause related marketing case study we're publishing , here are the details as per the press release :
'ONE Water Inspiring Students for World Water Day
To celebrate World Water day on March 22nd, the ESRC funded BRASS Research Centre at Cardiff University, UK is publishing a case study based on the launch and first year of the ONE water brand, an ethical bottled water marketed in the UK to generate funding for water development schemes in Africa via the Not for Profit NGO Playpumps International.
The study follows the progress of the founder, Duncan Goose, and his efforts to launch an unknown brand from a new business (Global Ethics) into an already crowded and competitive market. It represents a success story based on a combination of brave entrepreneurship and innovative approaches to both marketing and to developing relationships with supply chain partners.
According to BRASS Director, Professor Ken Peattie: Its a remarkable story of someone who got out of the business mainstream and gambled everything to set up an ethical brand to compete in a seemingly impregnable and saturated market. ONEs success came from breaking many of the accepted rules of business and marketing, and it demonstrates how businesses really can change the world for the better.
The case represents an ideal vehicle to teach students about cause related marketing (CRM), social entrepreneurship, business strategies for growth and supply chain relationships in a context that theyll find inspiring. Written by BRASS Director Ken Peattie and visiting scholar P.D. Jose of the Indian Institute of Management in Bangalore, it is available for download from the BRASS website at
www.brass.cf.ac.uk and also via the Social and Environmental Impact Network (part of the Social Science Research Network) at
http://www.ssrn.com/sein/index.html. Teaching materials including suggested lesson plans, questions and case analysis will be made available through BRASS to teachers on request to
BRASS@cf.ac.uk.
We are not asking people to give or trying to grow the UK bottled water market, just asking current buyers to make an educated purchase and simply choose One, in the knowledge that as they drink water so does Africa. Its a simple choice. Said Duncan Goose, One Water.
Best wishes,
Ken.
Professor Ken Peattie,
Director, ESRC Centre for Business Relationships
Accountability, Sustainability and Society (BRASS)
Cardiff University,
55 Park Place, Cardiff, CF10 3AT
02920 876562
website: www.brass.cf.ac.uk