An analyses on Mount Franklin Market Positioning Strategy and A Perceptual Mapping of Drinking Water in Australia

Do you ever wonder about the origin story behind the brands that we use in our everyday lives? Well there is a story behind the founding of Deer Park Water Company. After the Civil War, the Deer Park Hotel was built in the Appalachian Mountains located in Maryland by the Baltimore and Ohio Railroad. The hotel was created to attract those who took passage on the railroad, but the spring that was located nearby also caught the attention of the travelers. The spring was known for the appeal of a clean source of water, this led the Baltimore and Ohio Railroad to start putting the water into bottles in 1873. It was known as the “Boiling Spring” because the water comes through sand on the way up. A company, known as The Boiling Spring Holding Corporation, purchased the spring and the woods surrounding it in 1966. The Boiling Spring Holding Corporation decided to put the spring to a use and made a profit bottling up the water and selling it mainly throughout the New York area, until production eventually expanded across the nation. Most of the water in the spring is located near the Appalachian Trail. Something interesting about the Deer Park Hotel is that President Taft and his wife had their honeymoon there. Deer Park Water Company is a sub-corporation of the Nestle Waters North America Company. Nestle Waters North America was founded in 1976 and started out importing Perrier Sparkling Water before moving on to include regular bottled water. At the time that the company was first

The bulky and relatively low value of the product as well as the high costs of transport mean that the manufacturing and distribution plants need to be located where there are major population centres. The Australian bottled water manufacturing industry is currently in a growth stage. Growth has been achieved due to the increase in per capita consumption of bottled water, albeit from a relatively low base compared with other more established beverages. As consumers become more health conscious and change their drinking habits away from CSDs to healthier beverages, bottled water would increasingly become their drink of choice.

d. Demographics (what is the industry’s focus customer) Another significant trend is product marketing and packaging. Realizing that consumers cite taste, quality, and purity as the top reasons for drinking bottled water, bottlers market and design bottles to display their purity. Other manufacturers seek to carve out a new level in the bottled water industry introducing high-end products. Another packaging trend in the bottled water industry is multi-packs. As current bottled water consumption grows, more consumers are turning to multi-packs to save time and money.

Another way bottled water is the way to go is because it helps aid in healthy choices. In the article, “Grab the Bottle”, it states that “bottled water has helped consumers choose to drink more water because it presents it in a convenient way (Giroux). In many cases, consumers buy more objects that appeal to the eyes. Bottled water comes in different sizes and shapes. What is trending in society, the public wants automatically. In the article, “Comment-Soft Drinks and Water- The Future of Bottled Water”, he told that “attractive packages alone can make us feel that what we are drinking is beneficial” (Rowlands). Trendy shapes, sizes, and colors are what the public is drawn to. If a consumer sees a unique water bottle in the store, he or she will buy that because it’s trendy and popular in society.

Sparkling water is water that after being treated gets the same amount of carbon dioxide put back into as it originally had. Last but not least is well water. This is water from an aquifer that had a hole drilled in the ground to get to it (Ferrier, 2001). With all these different types of bottled water do you know which one you are consuming? Are you reading your labels? If you are reading the labels, would you have any idea what the difference was between these different types of bottled waters? I think that the majority of the bottled water drinkers in the United States just buy the bottled water for the brand name on the front.

The market segment for prill beads in Australia is purified drinking water. Market research has shown that premium quality water substitutes such as purified, filtered and bottled water are seen as luxury items due to the abundance of quality Australian tap water (Wu, 2016). Nevertheless a growing health and wellness trend and rising disposable incomes have expanded the

Companies using multiple advertising strategies to make people continue buying products. In the video “The Story of Bottled Water,” Annie Leonard addressed that companies need to sell more and more products to keep growing. Americans almost consume half a billion bottled water every week, and it is enough to circle the earth five times. Annie mentioned the term, “Manufacture demands” - the companies using advertising strategies to make people think they have to spend money on products they do not need, or they already have. Bottled water companies claim that the tap water is not sanitized and unhealthy for the human body. Therefore, people got scared to drink tap water at home. They are rather paying thousands of times more for a bottled water even it is free to drink tap water. Water bottle companies are seducing customers by putting images of mountains and rivers to convince the buyers that the water is safe and clean. They promote that it is an economical way for people to consume plastic bottled water because the water came from natural resources. In fact, tap water is the primary sources of most of the bottled water, and the bottles are not

The Australian bottled water industry has been growing rapidly over the past decade. Many Australians drink bottled water on a regular basis, and on average consumed 21.2 litres per person (Australian Bureau of Statistics) in 2001. The boom in consumption of bottled water has moved the product beyond the niche market and into the mainstream as it has become a staple to many Australians. Many people drink bottled water today simply because they prefer the taste to that of tap water or perceive it to have more purity. Other reasons behind the explosion in bottled water consumption are: consumers' passion for fitness which guides them to fewer caloric beverages; increased accessibility of bottled water via convenience stores,

Melbourne has the some of the highest quality water in the world. They supply it to 4 million people in individual homes and business. Their water is filtered because you could get a disease from water germs, such as cryptosporidium, Ecoli, hepatitis A, giardia, intestinalisis and other pathogens drinking water sources are subject to contamination and requires thorough treatment to get rid of the disease causing agents.

Solo and mount franklin, there both refreshing drinks, mount franklin is a spring water drink and solo is a lemonade type drink (Soft drink.) One is a healthy drink and the other is an unhealthy drink but tastes better. Spring water is made by natural water and manufactured into a bottle so it comes out spring water. Solo was made in the 1984’s and had a catchy slogan, “The ultimate thirst crusher.” Solo also used “The SOLO MAN” so that people know that he drank solo and was a huge athlete, Mount franklin always uses a celebrity in their ads so people look at the ad because it’s somebody they know and like. Mount Franklin also like to use sex appeals, to demonstrate when Jennifer Hawkins was grabbing the bottle of water she was in a bikini and the are changed from a jungle over to a beach. Solo targeted the people that are thirsty and want something to drink that will crush their thirst. They used it showing a person going through a marathon, doing so much physical work and then drinking the solo drink. The main contention of the solo ad was to get people that where thirsty to kick back and relax and drink a bit of solo. The intention for solo was buy this drink and you’ll taste greatness along with no more thirst. The contention for mount franklin was the spring water was refreshing and also

Highland Spring is the UK's largest producer of bottled water. On its website, Highland Spring advertises: "We've been drawing our natural spring water from the same protected land in the Ochil Hills, Perthshire, Scotland since 1979. But the special rock formations below, which make Highland Spring as pure as can be, are the same today as they were 400 million years ago" (About us, 2012, Highland Spring). The company stresses both the 'oldness' of its brand and also its Britishness, given the connection it has to Scotland, the British Isles in general, and rock formations that have existed for millions of years. "In 1503, King James IV of Scotland announced that the local beer, made with water drawn from the same land as Highland Spring, was to be his Coronation Ale" (About us, 2012, Highland Spring). Highland Spring also capitalizes upon organic trends in its marketing, stressing that all of its water is certified organic and that the company is careful to preserve the environment in the way in obtains its water. "An extraordinary 15 years trickling its way through the basalt" is required to make the perfect water (About us, 2012, Highland Spring). This paper will use two common marketing rubrics SWOT (strengths, weaknesses, opportunities, and threats) and PESTLE (political, economic, social, technological, legal, and environmental positioning) to analyze the

This paper will incorporate my opinion of why customers buy Fiji Bottled Water. I will utilize the three levels of product including the core benefit, actual product and augmented product. Lastly, I will give my suggestions on which brand development strategies make the most sense for Fiji.

Also, it was available online within the U.S. In Fiji, the product was available only through Coca-Cola Amatil. The focus of the product was on the U.S., so they made it easier to consumers to find it. Moreover, marketing was one of the important elements as well. To build an image, to show the uniqueness and class of the product. It started with just some advertisements on magazines; but the product achieved growth, through word-to-mouth advertisements, target sampling and free product placements. It got famous among celebrities that also showed the luxury of the product. In 2007, the company launched a new marketing campaign, with the objective to show consumers the benefits of the FIJI Water. They used integrated marketing communication approach, which is a strategy designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. Therefore, that's how FIJI Water was successful, with all these points stated above; with marketing having an important role in it. (Lamb, Hair & McDaniel, 2012)

In contemporary society, bottled water consumption has become more attractive and popular. While in 2009 were only sold 161,589 million liters of bottled water, in 2011 approximately 181.61 million liters were sold all over the world (The Statistics Portal, 2014). In this context, attributing that significant growth of bottled water commercialization is consequence of a successful marketing should

Bottled Water: Nestlé Pure Life Perrier, Poland Spring, S. Pellegrino, Panna, Vera, Ice Mountain, Levissima, Recoaro, Vittel, San Bernardo