Overview, Learning Outcomes and Structure of the Lesson
The ONE Water Like-for-Like Model
Marketing Communications Issues
Video - ONE and Total in Africa
The video mentioned by Prof. Ken Peattie is not available. Instead, we would like to recommend the following video for you to watch:
The Future for the Brand and the Business Model
Review and Discussion
What factors explained ONE’s eventual success in the bottled water market?
Bottled water has been the subject of criticism from an environmental perspective. Does that make it more difficult to market as a sustainability brand?
How far do you think the like-for-like business model of ONE can be stretched?
Literature and References
Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 197-229.
ONE Water (2012). Available at: https://www.onedifference.org//food-drink/water. Here you can find a whole range of further information including videos and publications, awards that ONE Water has won and the philosophy behind the company and its brand.
