Target Marketing in Bottle Water

1497 Words Sep 7th, 2010 6 Pages
1. Target marketing and market segmentation of Bling H20
Bling H2O crystal-encrusted of Beverly Hills is the inspiration of Kevin G. Boyd, a Hollywood writer-producer. While working on various studio lots where image is, well, everything, he noticed that you could tell a lot about a person by the bottled water he/she carried. So just like any other savvy business person, he decided to capitalize on his finding. "Our product is strategically positioned to target the expanding super-luxury consumer market."
Target marketing
Kotler(2004)Here, the seller identifies market segments, selects one or more of them, and develops products and marketing mixes tailored to each. For example, if the Bling H20 were available in Australia, the marketer
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"One issue facing the industry is that we don't know what sort of impact a broad economic slowdown might have. Australians like their water low in mineral salts, compared to, say, Europeans," Gentile says. "There is sometimes a perception that bottled water competes with tap water, but it is just not the case, except with those drinkers who drink it because they don't like the fluoride or chlorine associated with tap water. Aside from that, the competition is with other bottled drinks, especially carbonates. He also said bottled water has the advantage, of course, in competition with other commercial beverages of being calorie free, and a lot of people especially like the taste of spring water, because it doesn't contain chlorine
‘Australia’s Manufacturing and Industrial Directory’ website (2004) has details of Consumer trends, Food and beverage manufacturers are also changing their strategy in how they are marketing products, according to Stanton, who points to a trend towards not only communicating more information about a product, but explaining the benefits of the product’s contents. Consumers are also becoming more environmentally conscious with a preference for simple packaging.

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