The Positive Consumer Reputation And Awareness

As a result, sales of bottled water are expected to increase. Of particular significance in the industry has been the large number of new products that have been launched and accepted by consumers since 2005, making bottled water a dynamic and fast growing industry.

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.

The advertisement for Evian Water and Ozarka Natural Spring Water provided, are promoting the same product in very different ways. This is due to the different target audience, and how the advertisers appeal to the general population. Evian is trying to appeal to young or middle-aged women who want to look and feel healthy and beautiful. Ozarka is trying to appeal to the outdoorsy, masculine man on all ages. Advertising to a targeted audience is why bottled water is being bought by groups of people.

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.

New entrants – new entrants do not pose a strong threat to bottled water companies that exist in the industry. To be successful, a new company must have a distributor that can distribute their product and pepsi and coca-cola have exclusive contracts with many retailers.

3.Personal Factors: Personal values have been assumed to influence behavioural and consumption decisions through attitudes (Carman, 1977, pp.403-7), thus creating desires, influencing needs to be satisfied, and driving consumers to select products that fulfil specific needs (Gutman, 1982, pp.60-72). Bottled water satisfies the most basic of human needs, that of thirst. But it also satisfies a range of specific needs

Gleick supports this argument and cites specific grounds that disprove bottled water companies’ false claims. For example oxygenated water is said to “strengthen your immune system…and even brain function” despite scientific testing done proving that a single breath of air contains more oxygen than the product itself (Gleick 118). Next, the author recalls someone who drank nothing but super-hydrating Penta Water, which cost over sixty dollars a case. This costly expense was proven to be futile, because scientific evidence proved that Penta did not have any health benefits superior to those of ordinary water (Gleick 129). Barnett incorporates a qualifier which states that it is difficult to conclude whether bottled or tap water is healthier. However, this does not take away from the fact that the EPA, which regulates municipal water, is more strict than the FDA is with regulation over bottled water. Bottled water companies claim they intensely purify their products despite this evidence. These seemingly astonishing claims mislead consumers who do not possess the knowledge nor the equipment necessary to test the water themselves. Consumers spend money to purchase products that turn out to have no outstanding health benefits. They may additionally put their health at risk by consuming bottled water which may contain pollutants detrimental to the human body.

Through Barnett and Gleick’s work, it is concluded that bottled water became popular due to the misleading advertising and pseudoscientific ideas, which targeted the eyes and emotions of the population; this simple trick allowed bottling companies to make a huge profit. As a sub-claim, Barnett illustrates how false advertising in labels attracts the population and plays a major role in the creation of the grandiose image of bottled water. Gleick’s grounds further expand and support Barnett’s sub-claim, however Gleick leans

“In Canada, bottled water consumption was estimated at 24.4 litres per person in 1999. By 2005, that had increased to about 60 litres per person, with sales worth $652.7 million” (CBC News, 2008). This dramatic increase in bottled water consumption does not come without severe repercussions and has caused a chain reaction of unfortunate events. Although easily available and terribly convenient, bottled water negatively effects the environment, is extremely costly, and is composed of contaminants that are unhealthy to consume. The importance of discussing this issue is advantageous because the public is unaware that tap water is more favourable than bottled water. Choosing tap water over

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.

The Gatorade Company is mainly concerned with the manufacture and distribution of sporting equipment for commercial and domestic uses based on their knowledge of the best industry practices for the production of sporting equipment. The primary agenda of this market plan is for it to work as a strategy to guide the company on how to supply the customers of Gatorade with quality yet affordable products. This brand of sporting equipment will be produced and supplied in many different designs and colors that will be appropriate for both genders. Approximately half of the clients of the Gatorade brand, range between the ages of 18-34.These clients are ardent customers as they make the most purchases and are the company’s primary target. Gatorade sporting equipment are purchased more by those who dwell in the Northeast regions and Midwestern parts of the United States. This market plan focusses on the introduction of a range of Gatorade environmentally friendly brand of sporting equipment into the United States market.

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

Furthermore, the product lines for its water business were developed around customer type and lifestyle. For instance, Propel was targeted towards the physically active consumers while Life Water was targeted towards image-driven consumers.

The year 2007 seemed to be the beginning of unveiling the mask of bottled water. That year Pepsi which has the number-one selling bottled water in the U.S. announced that it would be changing the label on its bottles of Aquafina to indicate that the water was in fact filtered tap water. Coca-Cola announced that its Dasani water came from a public water