True and natural "Morshinska" mineral water originates in a mountain region of Ukraine. "Morshinska" has a uniquely balanced composition. Enriched with naturally occurring elements and minerals "Morshinska" is recommended for everyday consumption. Having passed quality control, the water is bottled in its primal state without any modification into its composition
Morshinska - leader in mineral waters in Ukraine from 2006 to the present day with a significant margin from competitors. Price positioning - Product segment SUB-premium, while the brand is the most expensive price offer in the market of bottled water among local brands.
At this point it is noted some stagnation - perceived by consumers as a stable but somewhat passive brand. Packaging and communication brand image was not significantly changed since 2008., And at the moment are beginning to lose its relevance and uniqueness pall consumers who expect brand development, including and in the package design.
In this connection in 2015. was updated positioning and key messages of the brand communication. It is also necessary to inform consumers about the development of the brand and to "refresh" his perception through significant change package, including and labels, while maintaining its recognition / continuity. Therefore, the decision to upgrade the appearance quality of the product in 2016. - Bottles and labels.
The core Target Audience: 25-35 (50% men, 50% women), urban dwellers, educated, middle- and high-income countries. More details in the appendix
Secondary Audience: 20-45, all consumers of mineral water