Australian Beverages Limited

Bottled water consumption and sales have been increasing exponentially since its emergence as a widely-accepted commercial beverage category. The bottled water industry is now growing at 8% to 10% annually – about twice as fast as other beverages. In fact, in 2003 bottled water became the second largest commercial beverage category by volume in the United States, surpassing milk, coffee, beer, and is now second only to carbonated soft drinks.

In fact 22% of test water bottle brands had chemical contaminants higher than the state limit (ABC, 1). So why do Americans think bottled water is so great? Maybe it’s because of how much companies advertise the product, advertising expenses for bottled water totaled $61 million in 2012 ("International Bottled Water Association" 1). Whatever the reason may be, bottled water is the second most popular beverage in the U.S.A., and more and more bottles of water are being produced and distributed this very second.

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.

Many of people have not realized that the creation of bottled water affects our environment. The production of water bottles requires a large amount of water plus the water that is needed to fill the bottle. Considering there is a shortage of water in several places, water should be better handled and not wasted on plastic bottle making. Of the eighty million single serve bottles of water consumed daily, thirty million ends up in landfills (Soechtig, 2009 qtd. in “Bottled Water: The Risks to Our Health, Our

The individual components of the bottled water supply chain that contribute significantly to the industry 's carbon footprint are apparent in the entire process of creating bottled water. During extraction and production oil is used to create the plastic bottles. Then energy is required to ship the bottles across the globe. Lastly, disposal of the bottles is an issue as the majority of them ends up in landfills in which they will remain for thousands of years, or they are put into incinerators which releases toxins into the air.

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,

In terms of bottled water there are a lot of substitutes and it can be difficult to capture a targeted market and retain them as consumers have many similar products to choose from.

The water bottle industry as made a positive impact on America’s economy. Americans have experienced the economic strain in the job market over the past several years with layoffs and a lack in the number of jobs available. This industry not only supplies us with a convenient, healthier beverage option, but also provides jobs for the American worker. Based on analysis

Despite the strong brand and strategic position that MMBC created, the company experienced a decline in revenue of 2% in 2005 (Abelli, 2007, p. 4). The decline is due to changes in beer drinking patterns, markets, and demographics in the region as well as the U.S. in general. The change in beer drinking in 2005 included a decrease in intake of beer in general. This was due to competition from wine and spirits as well as new national health recommendations to decrease alcohol consumption for improved health (Abelli, 2007, p. 4). Premium beer consumption was down 4%, but light beer use was up 4% (Abelli, 2007, p. 10). This movement of consumer purchasing practice, makes adding a light beer product attractive. Overall beer consumption was down in the U.S., and this trend was true in MMBC’s region as well. See Figure 1. This graph shows beer consumption in West Virginia, MMBC’s home state,

Lake, Rebecca. "Bottled Water Statistics: 23 Outrageous Facts." N.p., 11 July 2015. Web. 11 Mar. 2017.

JBI distributes principally bottled sports drinks provided by small specialty beverage companies. The company’s discounts policy depends on customers and is based on a number of commercial factors.

“Myth:Bottled water is not as regulated as well regulated as tap water. Fact:the FDA controlling the safety and quality of bottled water must be as good as the EPA regulations which controls tap water” (Bottled Water Question and Answer). Also, bottled water has lower levels of sodium, which helps many people with health conditions. Another cool fact is bottled water has an “indefinite shelf life”(Bottled Water Maters), meaning if the bottled water were to stay unopened and in a cool spot it is good to go for a long time. Additionally bottled water companies are also a major asset to our economy, the companies make and sell the bottled water employed about 137,000 Americans and pay them about $6.3 billion in wages and benefits. Another good thing about water bottles is it can be donated from big companies, such as Walmart. Walmart has donated 6.5 billion bottles of water to the school kids of Flint, MI (Adamczyk). Many people do not realize how wonderful bottled water really is, bottled water can be transported easily, bottled water can also be used in many situations, also bottled water can

stores counted on soft drinks to generate consumer traffic, so they needed Coke and Pepsi products. But due

In an industry dominated by two heavyweight contenders, Coke and Pepsi, in fact, between 1996 and 2004 per capita consumption of carbonated soft drinks (CSD) remained between 52 to 54 gallons per year. Consumption grew by an average of 3% per year over the next three decades. Fueling this growth were the increasing availability of CSD, the introduction of diet and flavored varieties, and brand extensions. There is couple of reasons why the industry is so profitable such as market share, availability and diversity and brand name and world class marketing.

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