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In 2010, bottled water consumption within the U.S. was around 28 gallons per person. As a beverage category, bottled water represented $10.6 billion in annual sales. This category has grown at an impressive rate. In fact the value of the U.S. bottled-water market doubled in less than a decade.

The success of this product represents a success for marketing. In this discussion thread we will examine some of the reasons for its success.

Pick a specific Brand of Bottled water and Discuss the items below:

  1. Describe the target market for this bottled water. How does bottled water create value for target market consumers?

  2. Examine the marketing mix elements. Discuss the product, distribution, price, and promotion for this product category. How do these elements contribute to the success of this product category?

  3. Bottled water has come under attack from environmental groups for the amount of waste created by the bottles. How do you feel this concern about packaging waste will impact sales? How could the marketing mix elements be used to address this concern?

Brand value for target customer

Aquafina is considered to be one of the leading bottled water companies in USA with a market share of 10.3%. In this regard the target market of the Aquafina Company is limited to the consumers of the age from 20 to 35 years with a health consciousness. Both men and women are considered to be the target customers of the company (Dachner et al., 2015). The Company puts a great deal of emphasis on its brand value to maximise more customers. In this regard, the prime concern of the Aquafina Company is related to the health and hygiene consciousness. It is pertinent to provide pure drinking water that are healthier and reducing water diseases. Besides this, strong branding and marketing are also considered to be an important aspect for creating a better brand value for the Aquafina Company. Therefore, the Aquafina Company uses promotional tools like the local point purchase to the TV commercials to make a better acceptance among the target customers (Maymand & Razmi, 2017). In addition to this, the strong distribution network of the Company is also played a pivotal part in increasing the brand image. The Company enjoys a strong supply and distribution network because of the support from Pepsi Co. As a matter of fact, it can be argued that under the canopy of Pepsi Co. the Company enables to expand its market by distributing more bottled waters in USA.

Product

Technology plays an important role in manufacturing the products of Aquafina. For an instance, the bottled water of Aquafina are purified by the hydro 7 filtration technology borrowed from the Pepsi Co. In fact, the 20 litres water jar of Aquafina is quiet popular among the corporate organisations. Besides that, the 1 litre and 2 litres PET bottles are generally used in individual consumers (Balakrishnan, 2015).

The distribution system in Aquafina is highly relied on the parent company Pepsi Co. It can be argued that due to the guidance and assistance of Pepsi the Aquafina Company distributes minimum 500 millilitres a day to the local US market (Balakrishnan, 2015). As a matter of fact, under the influence of Pepsi Co. the Aquafina Company is able to distribute its bottled water products around the world robustly.

Pricing strategy is highly related to the market competition in different regional markets. Therefore, the Aquafina Company also follows the same line by maintaining a moderate pricing strategy. As a result of that this pricing strategy helps the company to generate more consumers for the company and facilitates the market expansion in a strong and effective way (Maymand & Razmi, 2017).

Marketing mix

The promotional strategy of Aquafina includes both the traditional and modern advertisement tools. For an example, the company promoting its products through the leading newspapers and television commercials (Maymand & Razmi, 2017). However, with the advent of the social media marketing the Company also initiates social media marketing in a robust manner.

Shortage of waters and the misuse of empty bottles are considered to be a grave concern for the environmental sustainability nowadays. According to the report of Pacheco et al. (2018) it can be argued that the water bottle wastage has escalated in an indiscriminate manner and as a result of that the scientists and environmentalists are worried about the possible damage of the US environment by 2050. The report of the US government identifies that there are 5.2% decline in the net revenue generated by the bottled water industry globally. Subsequently, the volume of sales went down at a rate 2.5% (Maymand & Razmi, 2017). Besides this, as per the report of Choate, Davis & Verrecchia (2018) there are 91% of the plastic bottles yet to be recycled. Therefore, the Aquafina Company must possess the concern to use more recycled bottles to prevent further ecological destruction.

Quality

Water is a source of life and based on this context it can be argued that the Aquafina Company uses advance technology in manufacturing pure drinking water. The company adopting the hydro 7 filtration technology from the Pepsi Co. (Sustainability, 2018). Moreover, the introduction of Eco-Fina water bottles are manufactured with 100% recyclable plastic bottles (Dachner et al., 2015).

On the contrary, the Deer Park bottled water also focuses on the quality of the pure drinking water but have no mechanism to produce recycled water bottles. As a result of that the Company can face sever environmental sustainability threats as plastic bottle wastage is considered to be a high risk for the ecological balances in United States (Fears & Furby, 2018).

The Aquafina Company is very concerned about the use of plastic and water consumption for manufacturing their bottled water products. Therefore, the company introduces several strategies in order to make more sustainability in its organisational operations. It can be argued that the Aquafina Company recently introduces the mechanism of using less plastics in their bottles and paves the way for establishing more sustainability in their operational framework. The Company wishes to reduce the use of plastics up to 40% by cutting the size of the labels almost in a half. As a result of that it will help to save tons of plastic every year (Dachner et al., 2015). Besides this, the company also tries to reduce its material consumptions in a rapid level. As per the report of the Aquafina Company, it can be ascribed that in the packaging procedure the company reduces the weight of the packaging by 15% to save millions of pounds of material each year (Sustainability, 2018).

Packaging waste impact

On the other hand, the Deer park bottled water company only emphasises on the packaging safety and regulation only. However, there is no measures been taken in order to neutralise the threat of plastic bottle wastage around the globe. The company still uses non recycled PET #1 plastic for creating plastic bottles (Safety & Handling, 2018). As a matter of fact, there is no such cutting edge technologies in order to prevent wastages in manufacturing products.

Corporate Social Responsibility (CSR) is considered to be an important Aspect in this regard. It can be stated that CSR is beneficial to increase the brand value of a product. As a matter of fact, this builds up a better image of the company and increase the acceptance among the society (Jones, Comfort & Hillier, 2016). Therefore, the Aquafina Company maintains a strong CSR in terms of relief work. For an instance, during the Elk River chemical leak the Company distributes drinking water for nearly 3 lakhs residents of West Virginia (Sustainability, 2018).

On the contrary, there is no such community activity delivered by the Deer Park bottled Water manufacturer. The company puts thrust on the safety and hazards but does not puts concern over the community inclusion program (Safety & Handling, 2018).

Reference

Balakrishnan, M. S. (2015). PepsiCo MEA: the role of packaging in brand activation. Emerald Emerging Markets Case Studies, 5(3), 1-12.

Choate, B., Davis, B. Y., & Verrecchia, J. (2018). Campus bottled water bans, not always the solution. International Journal of Sustainability in Higher Education.

Dachner, N., Mendelson, R., Sacco, J., & Tarasuk, V. (2015). An examination of the nutrient content and on-package marketing of novel beverages. Applied Physiology, Nutrition, and Metabolism, 40(2), 191-198.

Fears, D. & Furby, K. (2018). A giant wave of plastic garbage could flood the U.S., a study says. Washington Post. Retrieved from https://www.washingtonpost.com/news/energy-environment/wp/2018/06/20/a-giant-wave-of-plastic-garbage-could-flood-the-u-s-in-10-years-a-study-says/?noredirect=on&utm_term=.c49aa0f61b2c

Jones, P., Comfort, D., & Hillier, D. (2016). Water stewardship and North America's food and beverage companies: a case study in corporate sustainability. International Journal of Corporate Strategy and Social Responsibility, 1(1), 26-43.

Maymand, M. M., & Razmi, R. (2017). On the Effect of the Congruence between the Brand Image and Brand Personality on the Consumers' Brand Preference and Purchase Intent: A Case Study of Aquafina Bottled Water. International Journal of Economic Perspectives, 11(1), 1369-1383.

Pacheco, M. H., Esmerino, E. A., Capobiango, C. S., Cruz, A. G., Leddomado, L. S., Pimentel, T. C., ... & de Freitas, M. Q. (2018). Bottled mineral water: classic and temporal descriptive sensory analysis associated with liking. British Food Journal, 120(7), 1547-1560.

Safety & Handling. (2018). Safety & Handling | Deer Park® Brand 100% Natural Spring Water. Retrieved from https://www.deerparkwater.com/safety-and-handling

Sustainability. (2018). Aquafina - for happy bodies. Retrieved from https://www.aquafina.com/en-US/sustainability.html

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