Aqua Case

this industry has grown by 20% within a year, whereas the soft drink sector only grew by a poor 5% in comparison to bottled water. The leading brands in this growing industry within Australia are Mount Franklin and Pump who are both owned by Coca Cola Amatil making up 17% of the local market.

Goals set out what the organization wants to achieve, where it want to be – i.e. the vision

According to Aaker (2014, 1), the brand represents how the company delivers the product/ service not only in term of functionality, but also in term of emotion, self-expression, and social benefits. This report has been created to examine the VOSS water brand, its added value, and the position in the market. Evaluating methods such as CBBE model will be used in order to make a thorough analysis on the effectiveness of the company's branding strategy.

The environmental analysis is carried out on the internal and the external business environmental factors. The internal analysis describes the strength, weakness, opportunities and the threats of the organisation internally. But the

SWOT was credited to Albert S Humphrey in the 1960s. SWOT is an analysis tool that takes into account internal and external issues and determines what may help the firm in accomplishing its objectives and what obstacles it must overcome (SWOT Analysis: Discover New Opportunities, Manage and Eliminate Threats, 2016). SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths are defined as “characteristics of the business that give it an advantage over others.” Weaknesses are defined as “characteristics that place the business or project at a disadvantage relative to others.” Opportunities are defined as “elements that the business could exploit to its advantage.” Threats are defined as “elements in the environment that could cause trouble for the business or project.”

Nestlé’s Pure Water had to work hard toward positioning it as a valuable product to consumers. Consumers were becoming very wary of their communities municipal tap water, but they assumed that bottled water was not considered any safer or cleaner than the regulated tap water that was available in every home. Therefore, Nestle had to use some Smart Marketing Strategies. An advertising image on bottled water depict natural springs or mountains with clean, pure water, this was definitely able to make consumers believe that all bottled water was pure natural spring water. When the company offered its bottled water at a low price and the convenience of it being, available everywhere the product was wanted and was considered a great solution as an alternative to tap water not to mention all the health benefits and healthy lifestyle.

In 2008, there was an environmental protest against bottled water in which the “FIJI water” brand was singled out in the United States, United Kingdom and other developed nations as the message on the carbon impact of bottled water was being widely publicized to customers. In response to this protest, the company launched a new promotion campaign under a slogan “every drop is green,” only to be immediately accused by environmentalist groups of engaging in greenwashing activities.

“We offer innovative products and solutions that enable people to experience the best possible drinking water according to their individual needs”.

The organization identified the opportunity to combine a global need that 900million do not have access to clean drinking water and the consumer buying power of bottled water. The brand from begin had a well-defined product and vision of what they desired to achieve.

SWOT- Strengths-WeaknessesOpportunities-Threats Strategy = opportunity / capacity Opportunity has no real value unless a company has the capacity to take advantage of that opportunity

successes that have contributed to their growth. The business was founded in 1966 by Heinz Hankammer in Germany with a clear vision in mind. His vision was a world where drinking clean water can continuously available to everyone who seeks it (Brita, 2016). They have come a long way since their founding in the late 60s. Not only do they sell filters but they have progressed to the sale of faucet systems, filtered pitchers, dispensers and water bottles. Throughout the years, the company has kept the founder’s family in positions of power to ensure that their vision is fulfilled. In fact, Hankammer’s son Markus Hankammer is the company’s managing director (Brita, 2016). For the past 50 years, the business has created a brand for

In the United States water is becoming increasingly scarce. Demand is rising along with the population, income, and an appreciation for services and amenities that streams, lakes and other aquatic ecosystems have to offer (Kenneth,2015). Between 2007- 2008 bottled water sales topped 8.6 billion US gallons for 28.9% of the U.S liquid beverage market, exceeding sales of all other beverages except carbonated soft drinks such as fruit juices and sports drinks. I plan to bring to the market a product of a higher quality that out sells the current fruit juices and sports drinks. I want to create a bottled water that’s not only refreshing, but also hydrates the human body and eliminates the amount of cups per day the average person is supposed to drink. My product will be called “High Quality H2O”.

Internal and external aspects of a company determines the success through strategic research, SWOT Analysis. SWOT is the strengths, weaknesses, opportunities, and threats. Competition arrives companies environments are force to change daily. The company uses this tool to gather information that would help solve problems and make decisions.

Other competitors include: The Delta – Is a carbon copy of Aquaguard, Alfa Water Purifiers, Symphony’s Spectrum, The Sam Group – is “Water Doctor” purifier, and lastly Batliboi

The world’s most popular beverage companies are PepsiCo and Coca-Cola Company are working to meet customer demands. Both companies have regular bottled water options now; Coca-Cola owns Dasani, and PepsiCo owns Aquafina. Yet, there has been a push