1. Customer segment
1.1. Demographic
1.1.1. age: from 14~55 yrs
1.1.2. gender: male vs female
1.1.3. income: medium and middle-income
1.2. Geographic
1.2.1. people residing in Japan
1.2.2. living downtown and cities
1.3. Psychographic
1.3.1. workers and laborers who are busy
1.3.2. have great concern of healthcare
1.3.3. have concern of environment and society
2. Customer experience that top competitor provide - Tennensui
2.1. Job
2.1.1. reliable and healthy mineral water for users
2.1.1.1. Suntory Tennensui brand has continued to expand sales and has been the No. 1*1selling brand on the mineral water market for 22 consecutive years.
2.1.2. Contribution to society and disaster recovery support
2.2. Pains
2.2.1. taste (too bland for some customer segment)
2.2.2. bottle design: feeling of fragile, not easy to carry for long distance (for example: put on bag or carry by hands)
2.2.3. one time used plastic bottle -> not environment friendly, increase the plastic waste
2.3. Gains
2.3.1. No 1. mineral water brand -> trust
2.3.2. reasonable price (compare to the other brands), easy to get
2.3.3. special flavor, yogurt-flavored mineral water
3. value proposition of your new brand
3.1. Gain creators
3.1.1. taste: natural taste which can be suitable for a wide range of customer segments
3.1.2. customer user friendly: plain and solid bottle design, easy to open cap design
3.1.3. reasonable price
3.1.4. environmental friendly
3.1.4.1. recycle level of plastic bottle
3.1.4.2. run programs to reduce the plastic waste: exchange 1 use bottle to get 1 yen discount in the next purchase, mineral machine vender for customers who bring their own bottles or cups
3.2. Pain relievers
3.2.1. innovated bottle design, easy to carry for a long distance or carry by hands
3.3. Product/Services
3.3.1. normal mineral drinking water for daily uses
3.3.2. reserved water for disaster prevention