Taro Water Positioning

Can technology turn the tide on a nation’s water crisis?

Client:

Taro Water

Timeline:

10 Months

Align With Leaders

Indian start-up Taro Water approached us with an intriguing proposition. Its engineers had spent three years developing a prototype for a unique, data-driven sewage treatment unit that could be installed under businesses and public buildings.

Now they needed a strategy to take the new product to market, creating a compelling and coherent offer that would position it as an elegant and innovative solution to a very common problem in India, where most wastewater is dumped directly into the ground.

In our conversations with the team, we were struck by the size of their ambition, and their belief in the power of their product to solve a national problem. This vision had to shape our strategy when it came to introducing the product to a wider audience.

Become The People

The first phase of our work involved deep research into the problem of wastewater disposal in India, and the scale of its negative impact. We identified the economic, environmental and health problems that untreated wastewater causes, and found these problems were only getting worse.

Having scoped out the stakes, we identified four different buyer personas at whom the new product might be targeted – architects, builders, building owners and maintenance staff.

Working with our in-house behavioural scientist, we mapped out the choice architecture by which these different groups decide what to install in their properties, and identified different motives and concerns we could engage and address with different messaging.

We also spent a lot of time with the experts who created the product, to understand how their technical excellence could be translated into tangible and valuable benefits that would attract the target customers.

Create New Solutions

The challenge was to bring all these inputs together into assets that would capture and communicate this new product in a compelling way. We needed to balance simple and clear communication with its technical qualities and innovations. This work included:

Refining the industrial design of the unit itself to increase its aesthetic appeal
A visual identity for the brand, based around 3D graphics and elegant abstractions
A strategic narrative that positioned the brand and product in the right context
Key customer touch points including a new website and high-end sales brochures

Deliver Sustainable Change

Throughout our work, we focus on empowering teams to bring the strategies we create to life, as well as providing them with tangible assets. This unlocks sustainable and scalable impact, that can live on way beyond our initial collaboration, and adapt to new circumstances. This included:

Training for sales and marketing teams to help them talk about the product in the most impactful way
Toolkits for sales and marketing teams to develop their own assets to meet future needs
Concepts for future marketing campaigns and retail design to evolve the brand further