The Important Segmentation Variables for the Water Market in United Kingdom

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 most cases bottled water is what everyone goes for. For a person that is constantly on the go and is always busy, bottled water is the way to go. Water is such an important source and this article, “BOTTLE WATER VS. TAP WATER” would agree with me when it states, “Bottled water is also an alternative to less-healthy sugary packaged beverages when consumers want to eliminate or moderate calories, caffeine, sugar, artificial flavors or colors,

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.

Firstly, the author introduces the history of the Coca-Cola; and how the brand is successfully developing into the most popular brand and ruling the soft drink world by outstanding products, good leadership, correct strategic decisions, completely distribution system, significant culture accomplishment, impressive marketing campaigns and publicities. But, they also had several problems in the 70s, which result in losing the market position at retail. At the same time, Pepsi, as the main competitor of Coca-Cola, started to make inroads by successfully launching the “Pepsi Generation” and “Pepsi Challenge”. Those kinds of efforts led to a rapid increase in Pepsi market share and strongly hit the brand image of Coca-Cola. Because of the severe situation, the leaders of Coca-Cola decided to change the formula of old Coke with marketing research supporting. So, the New Coke with a smoother and sweeter taste had been launched in April 1985. But out of expected, after launching the new taste soon, many customers boycotted the New Coke, and the market share of the company still decline. The company had to re-launch classic

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,

I have always found it sort of curious when I see people buying bottled water. My grandfather told me that when he was a boy they drank water from the hose and it was free. I know growing up our household certainly didn’t bother with things like that, so facet water is what we got as well. The costs of groceries these days is expensive, spending extra money on water always seemed like such a waste to me. Now, that being said, some people live in areas where the water isn’t very clean, and buying bottled water is much safer than drinking the city’s water. Also, bottled water has become more popular because it is paired as a service; Bottled water is easy to grab on the go. It takes more time to find a water bottle, with a lid, and fill it up than to grab an already bottled water.

From helping the daily jogger stay hydrated during a run to that mom and family trying to stay hydrated at the amusement park, bottled water has had a lot of good to it. However do those goods outweigh the bad? In “Bottled Water: Friend or Foe?” by Christopher Castillo, Diana Goettsch, Angela Reid, and Catherine Sterling argue bottled water are our worst enemy, reasons being the bottle itself has harming chemicals within it which we are drinking, bottled water damages our environment, and lastly we are spending more on bottled water when we have the same water coming from our sinks.

As plastic bottles of water became available, sales continued to increase through the years. The bottled water industry took off in 1989; this is when a new, cheaper plastic was invented that made it possible to profit by selling bottled water (“How Did Bottled Water Get So Popular?”). PET, polyethylene terephthalate, was utilized by Coke and Pepsi for bottling water and these substantial companies had an extensive marketing budget to promote their bottled water products (“How Did Bottled Water Get So Popular?”). As more Americans began buying water from single-serve bottles, public drinking fountains have become harder to locate (Gleick). Tap water grew to be viewed as unclean or even unsafe compared to bottled water being sold in stores (“How Did Bottled Water Get So

First, water is an important resource for consumers and the environment. The body needs water to maintain health and the body’s mechanism to work properly. “People cannot survive without water resources in their everyday lives, which cost, taste, or health factors the cause for choice and how water consumption affects people and the environment” (Mythri, Chandu, Prashant, Subba, 2010, p. 515). The challenge is understanding the risk of drinking water, from either bottled water or tap water, and the adverse effects on the body system. Therefore, the better the quality of water, the less risk of drinking water from a bottle. “The most uncommon knowledge of the consumers is almost half of all bottled water comes from the same place as tap water, yet marketing tools to persuade the consumer will never unveil important information regarding this”(Liberatore, 2011, p. 69). Bottled water and tap water treatment process levels are different in a treatment process. In particular, tap water treated as high priority because of where the water comes from. The difference between the two water sources is tap water is from run offs and recycled water filtered to remove waste, chemicals, and pollutants, then processed again for all living organisms to use again. By the same token, bottled water comes from the mountain chambers and natural springs, afterward processed to maintain natural nutrients, for consumption leaving nothing to recycle.

Coca Cola has differentiated its product and services that are valued by its customer. Its product are based on customer’s preferences, with affordable price and made easily accessible.

Coca Cola is a beverage company, a major consumer of water resources, it uses 2.43 liters of water to produce just 1 liter of beverage which makes it prone to criticism and consumer boycotts so to protects its brand image and defend its vision statement, which said be a responsible citizen, and run its business smoothly it decided to start water program to maintain its operations in Vietnam and build a CSR reputation.

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

Coca-Cola Company has realized significant growth since its establishment to become a global leader in the marketing, manufacturing, and distribution of syrup and soft drinks. Out of the four generic strategies, the company has followed the differentiation strategy to make its products unique in the market. Its interest is to maximize the market share through the development of the most innovative products and the establishment of effective strategies to influence the customer’s decisions. In such a way, the company has integrated various strategies to ensure that desirable results are attained in the market. Its strategic choices align with the differentiation strategy in an attempt to make its products unique and meet diverse market requirements. To reduce its weaknesses, the company should consider exploiting key opportunities in the market including venturing in the packaging of water, promotion of new brands, and launching of healthy products. In particular, the vision and mission statement of Coca-Cola seems to have reconfirmed and changed in this process of company’s strategic analysis.

The change in the consumers' taste is another key trend in the industry. Many substitutes to carbonated soft drinks gained more popularity among consumers. Exhibit 5 shows an increase in the consumption of bottled water from 11.8 in 1998 to 13.2 gallons/capita in 2000, and that of juices from 10 to 10.4 gallons/capita at the expense of

Coca-Cola is a soft drink that is carbonate, which is produced by The Coca-Cola Company of Georgia and Atlanta, which is frequently simplified and referred to as “Coke”. The Coca-Cola Company has existed since 1944, March 27th. The Coca-Cola Company has introduced other soft drinks under the Coca-Cola Company such as Diet Coke, Coca-Cola Zero, Coca-Cola Cherry, Coca-Cola Vanilla and the company furthermore introduced unique versions containing lime, coffee and lemon. Coca-Cola is served and drank worldwide, it is reported that Coca-Cola products exist in more than 200 countries globally witch consumers who consume over 1.8 Billion Coco-Cola beverage servings daily. Coca-Cola or “Coke” Is renowned for its strong brand status, it is rumoured to be the world’s most valuable brand. Coca-Cola beverages come in different packages and can be conveniently found anywhere, In Restaurants , Office Buildings, Vending Machines, “Spaza Shops”, Street Vender’s, Markets and shops rather than its competitors.