This slides were made as a coursework for Marketing and Agrifood Business (Università degli Studi di Teramo, 2020). The main objective of this marketing research was to investigate the potential consumers environmental concerns in the Italian market. A secondary objective would be to investigate its relation to their willingness to pay for Ooho Balls (a Notpla product).

1. MANUELA VALIM BRAGAGNOLO
MARKETING AND AGRIFOOD BUSINESS
UNIVERSITÀ DEGLI STUDI DI TERAMO
APRIL 27TH 2020
OHOO

2. STOP THE FLOOD OF PLASTIC: How Mediterranean countries can save their sea (WWF, 2019)
https://www.wwf.fr/sites/default/files/
doc-2019-06/20190607_Rapport_Stoppons_le_torrent_de_plastique_WWF-min.pdf
At a rate of 4% per year, Mediterranean plastic goods production
reached almost 38 million tonnes in 2016. This is equivalent to
producing ︎︎76 kilograms for each person living in the region, which is
23kg more than the global average.

3. PLASTIC BOTTLES AND OCEAN (SEA) POLLUTION
OUR WORLD
• A quarter of the plastic waste produced by 22 countries and
territories is released into nature every year, of which roughly
600,000 tonnes ends up polluting the Mediterranean Sea,
according to estimates in a 2019 report by the World Wide Fund for
Nature (WWF).
• That's the equivalent of roughly 563 plastic bottles being dumped
into the Mediterranean Sea every second.
• Such plastic waste kills wildlife, contaminates food chains, and is
increasingly ingested by people from food and drinking water.
• One could encourage people to change their consumption habits,
to have a cleaner environment to enjoy. That’s what Ooho does!

4. HOW TO DEAL WITH ALL THIS PLASTIC?
Source: WWF, 2019

5. • Ooho is a flexible packaging for beverages and sauces. It’s made
from Notpla, a material combining seaweed and plants.
• Ooho biodegrades in 4-6 weeks, or you can just eat it, making it ideal
for on the go consumption.
• They are both edible and biodegradable, an ethical alternative to
plastic.
• The concept was developed by Skipping Rocks Lab in 2013 by two
Innovation Design Engineering students at Imperial College London
and the Royal College of Art.
• After some venture capital investments in the startup, in 2019 they
decided to give it a name and became NOTPLA. They are now
developing other products, as the Notpla liner to cover cardboard
take away boxes, heat sealable films and nets for carrying fruits and
vegetables.
• .
WHAT IS OOHO?

7. POWERFUL IDEAS TO CHANGE THE WORLD
NOTPLA
Notpla is made from one of nature’s most renewable resources, brown
seaweed. Growing up to 1m per day, it doesn’t compete with food
crops, doesn’t need fresh water or fertiliser and actively contributes to
de-acidifying our oceans.
At the heart of Notpla solution is a local manufacturing machine that
produces Oohos on-site in the range of 20-150mL per sachet, depending
on the application. Their primary business model is to lease this machine
and sell cartridges of materials to co-packers and event organisers,
enabling them to produce and sell fresh Oohos containing drinks or
sauces as desired.
The machine is still in development and will be available to lease in
2021.

8. DONEC QUIS NUNC

9. Forbes Magazine: April 29, 2019
https://www.forbes.com/sites/trevornace/2019/04/29/london-
marathon-runners-were-handed-seaweed-pouches-instead-of-
plastic-bottles/#485a24b62ba2
Deezen Magazine: April 29, 2019
https://www.dezeen.com/2019/04/29/london-marathon-ooho-edible-
drinks-capsules-seaweed/
2019 LONDON
MARATHON:
OOHO!

10. • As a working group (WG3) we defined a product and applied a
questionnaire to investigate how interested in the product were
potential consumers in Italian market.
• During the process of data analysis I split from the group, so I
developed my own objectives (WG3M) with the 104 answers we
had had till April 3rd 2020.
• The main objective of this marketing research is to investigate the
potential consumers environmental concerns in the Italian
market. A secondary objective would be to investigate its relation
to their willingness to pay for Ooho.
THE MARKETING RESEARCH PROCESS

11. SMALL BIASED SAMPLE
SAMPLE SIZE
The time limitation to share the
online questionnaire wasn’t good
for the sample statistic accuracy
according to the real Italian
population.
This is why it was used the
standard deviation of the variable
”Quanto tempo trascorri fuori da
casa durante la settimana?", as
the in the Minimum Sample Size
Model, given by Prof. Fantini,
suggested.
We have 103 as a minimum
sample size, with 90% confidence
level, and 0,3 accuracy.
Rapporto annuale 2016 - La situazione del paese.
https://www.assolombarda.it/centro-studi/rapporto-
annuale-2016-la-situazione-del-paese

12. A YOUNG MALE SAMPLE
DEMOGRAPHIC PROFILE

13. GRADUATE STUDENTS
DEMOGRAPHIC PROFILE

14. A NOT-KNOWING ABRUZZESE RESPONDER
SAMPLE PROFILE

15. ALMOST 90% OF THE SURVEYED SAID THAT THEY WERE
REALLY INTERESTED IN ENVIRONMENTAL PROTECTION
PEOPLE CARE

16. ONLY 66% OF THE SAMPLE HAS ENVIRONMENTAL CONCERNS
WHEN BUYING FOOD AND BEVERAGES, A CORRELATION OF
LESS THEN 60% WITH THE PREVIOUS QUESTION.
BUT NOT ALL OF THEM MAKE A CONNECTION BETWEEN THEIR
CONSUMER HABITS AND THEIR ENVIRONMENTAL CONCERNS

17. ALMOST HALF OF THE SAMPLE HAS CONTRADICTORY
FEELINGS ABOUT THE PLASTIC BOTTLES THEY CONSUME,
HAVING THOUGHT ABOUT NOT BUYING BEVERAGES IN THIS
KIND OF DISPOSABLE PACKAGE
POTENTIAL MARKET

18. ALMOST 3/4 OF THE SAMPLE COULD BUY OOHO BALLS,
BASED ON THEIR CURRENT CONSUMER HABITS
POTENTIAL MARKET

19. JUST ONE (LESS THAN 1% OF THE SAMPLE) OF THE SURVEYED
COULD NOT ACCEPT THE ABOLITION OF PLASTIC BOTTLES
POTENTIAL MARKET

20. DESPITE THAT, 40% OF THEM STILL BUY THEIR DAY TO DAY
WATER IN PLASTIC BOTTLES =(
DOMESTIC CONSUME

21. LESS THAN 15% OF THE SAMPLE WOULD NOT BE INTERESTED
IN OOHO. IT SEEMS TO BE A GREAT OPPORTUNITY.
POTENTIAL MARKET

22. N Minimum Maximum Mean Std. Deviation
VEG_MILK 104 0 1 .01 .098
DONT_WANT 104 0 1 .09 .283
MILK 104 0 1 .10 .296
CEN_JUICE 104 0 1 .13 .332
SQUEEZED 104 0 1 .13 .343
SUPERMAR 104 0 1 .83 .380
BIO_PACK 104 0 1 .21 .410
DISTRIB 104 0 1 .24 .429
WATER 104 0 1 .75 .435
RESTAUR 104 0 1 .26 .441
KNOW_PROD 104 0 1 .72 .451
ONLINE 104 0 1 .32 .468
WINE 104 0 1 .35 .478
SOFT_DRIN 104 0 1 .37 .484
6_BOTTLE 104 0 1 .40 .493
BAR 104 0 1 .43 .498
SEX 104 0 1 .44 .499
MINIMARK 104 0 1 .44 .499
N Minimum Maximum Mean Std. Deviation
BEER 104 0 1 .55 .500
OTHER 104 0 1 .46 .501
STOP_BOT 104 0 2 1.61 .510
ENV_PROT 104 2 5 4.48 .710
NO_PLASTIC 104 1 4 3.08 .809
IMP_PRICE 104 2 5 3.88 .844
EDU 104 1 5 3.71 .855
DRINK_FREQ 104 0 4 1.13 .925
KNOW_RECY 104 1 5 2.87 .986
ENVIRON 104 1 5 3.88 1.008
INTEREST 104 1 5 3.90 1.170
PROFESSIONE 104 0 5 1.72 1.178
WILL_PAY 104 0 5 1.35 1.406
AGE 104 0 5 1.96 1.421
TIME_OUT 104 0 6 3.06 1.848
RES 104 0 18 4.24 5.344
Valid N (listwise) 104
DESCRIPTIVE STATISTICS

23. PRINCIPAL COMPONENT ANALYSIS
After 12 TESTS we had 4 models with
the desired parameters
• Total variance higher than 65
• KMO higher than 0,60
• No more than 6 principal
components
The chosen model has:
• Total variance = 65,97
• KMO = 62,3
• 6 principal components
ENVIRONMENTAL CARE AND
CONCERNS
ALCOHOLIC BEVERAGE
CONSUME
NO PLASTIC BOTTLES IN
DOMESTIC CONSUME / HIGH
WILLINGNESS TO PAY FOR
OOHO
FREQUENCY ON DRINKS TO TAKE AWAY/
DRINK OUTSIDE/SOFTDRINKS & INTEREST IN
OHOO
CONSUME OF "HEALTHY DRINKS" MADE
FROM FRESH FRUITS AND VEGETABLES.
KNOWLEDGE (ON RECYCLING ISSUES) /
PRICE SENSIBILITY / DOMESTIC
CONSUME

24. PRINCIPAL COMPONENT ANALYSIS
PC
DESCRIPTION
environmetal
care and
concerns
alcoholic
beverage
consum
frequency on
drinks to take
away/drink
outside/
softdrinks &
interest in Ohoo
Balls
consume of
"healthy drinks"
made from fresh
fruits and
vegetables.
knowledge (on
recycling
issues) / price
sensibility /
domestic
consum
no plastic
bottles in
domestic
consume / high
willigness to pay
for Ooho Ball.
VARIABLE 1 2 3 4 5 6
ENV_PROT .835 -.138 .121
ENVIRON .785 -.119 .260
INTEREST .565 .242 .189 .238 -.275
NO_PLASTIC .545 .104 -.517 .199 -.226 .266
WINE .832 -.210
BEER .828 .155 -.207 .203
DRINK_FREQ -.176 .814 -.209
SOFT_DRIN .124 .180 .587 .308
CEN_JUICE -.111 .830 .131
SQUEEZED .192 .792
KNOW_RECY .135 .712 .122
TIME_OUT -.127 .257 .122 -.655
IMP_PRICE .274 .184 -.100 .146 .579 -.363
DISTRIB .207 -.191 .777
WILL_PAY -.128 -.277 .344 .164 .238 .553
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.. a Rotation converged in 8 iteration

25. CLUSTER ANALYSIS
Once again, after a few tests (11 this time)
I could have a good model for cluster
analysis, using the intuition that the most
promising potential consumer should be
both an "environmental carer" and a
“healthy drinker”, so I used
&
factors as inputs for the cluster analysis.
ENVIRONMENTAL CARE
AND CONCERNS
CONSUME OF "HEALTHY
DRINKS" MADE FROM FRESH
FRUITS AND VEGETABLES.

26. CLUSTER ANALYSIS
HEALTHY WOMEN
(CLUSTER 1)
74% WOMEN
DRINK MORE OUTSIDE
HIGHER INTEREST IN OOHO
WOULD PAY MORE FOR OOHO
63% DRINK FRESH SQUEEZED
JUICE!
68% DRINK CENTRIFUGED
JUICE!
OLDER PEOPLE WITH
HIGHER PREVIOUS
KNOWLEDGE
(CLUSTER 3)
EQUILIBRATED SEX SAMPLE
2ND HIGHER INTEREST IN
OOHO
WOULD PAY LESS FROM ALL
YOUNG MAN
(CLUSTER 2)
75% MEN
CARE LESS WHEN BUYING
STAY MORE OUTSIDE

27. POSITIONING STRATEGY
KNOWLEDGE IS KEY!
Promotion (firstly, information on
plastic damage) is necessary.
NICHE MARKETING
Where? Gym, healthy places,
juice shops
Who? Female public
As Ooho is not available yet in the Italian marketing, I would suggest to Notpla
(if they want to come to the bel paese) to be aware of the potential of the
clusters 1 & 3, as they are the most interested in Ooho. To sell in a first
moment, I would suggest to invest in niche market. Following the ideia of
expansion, would be important to inform people about the benefits for the
environment that Ooho may potentially have. People care!

28. BIBLIOGRAPHY
• Arnold, C. (2009) Ethical Marketing and the New Consumer.
Chichister, John Wiley & Sons.
• Bartkowiak, J. (2012) Market Research in a Week. London, Hodder
Education.
• Kayser, H. (1974) An Index of factorial simplicity. Psychometrika, v.
39, n. 1.
• WWF (2019) Stop the Flood of Plastic. How Mediterranean
countries can save their sea. (This report is available at: ︎︎︎︎︎︎http://
www.wwfmmi.org)