Mkt 819 - Introduction to Marketing - Bottle Water

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Factors to make a decision:

-Reputation: Some of these water bottles are well known because of their reputation. Some examples are:

- Brands from spring water sources are generally better and more expensive.

- Voss is a great-looking bottle and it has a reputation for being a premium brand.

- San Pellegrino or Perrier are mineral waters that contain natural carbonation and minerals. Since it is bottled directly from a natural source, it tends to be more expensive than other carbonated waters such as PC Soda Water and Schweppes.

- Sparkling mineral water usually costs more than regular sparkling water.

-Location: Where it comes from is a fundamental factor. If it comes from far away, it usually costs more.

-Manufacturing: People will pay extra for a few minutes with a bottle that's nice to the eye, hand, and lips. One example is the Voss water bottle which is thick and it has precisely cast glass. People can collect and re-use it for cheaper water, or as flower vases. Therefore, expensive water can taste better, come in a nicer bottle and are shipped more carefully.

-Bottle sizes: Water bottle pricing vary according to quantity and order size.

Motivation on buying water:

One of the reasons that motivates me to buy water is that it is convenient and safe. I can carry it when I go to hike, work, school and when I decide to go to the gym to exercise since I am never sure if there will be clean and safe drinking water at my destination or on my way there. I also purchase water because of the taste. In my opinion, bottled water tastes exponentially better than tap water, and this is because of the purification process that it goes through before it is made available for drinking.

Fiji is my first option when I decide to purchase water. It is a natural artesian water that tastes better than any other water and it contains natural minerals. After a few days drinking Fiji water, my skin appeared to improve drastically. Even my boyfriend said my skin had a glow. My skin texture improved, my face didn't turn oily 40 minutes after applying makeup, and the bags under my eyes seemed less harsh. The reason behind this is because Fiji is the only brand of bottled water that contains minerals such as silica naturally.

Some benefits of silica are:

- It slows down the aging process by keeping collagen and elastin fibers flexible and strong.

- It's good for sensitive skin and helps reduce inflammation.

- Silica can detoxify the skin and help reduce acne and breakouts.

Additionally, each Fiji bottle contains other minerals such as magnesium and calcium. Magnesium which is contained in most mineral and spring waters, helps regulate blood pressure, hydrates the skin and reduce redness.

Grocery store:

After discovering the prices of various water brands at the grocery store, it was very interesting that some of the brands I thought were cheaper than others, actually were more expensive even though they were smaller in size. The key to the marketing of bottled water is that it is a healthy alternative. Bottled water is not sold as an alternative to tap water, but as an alternative to fizzy drinks. When we buy it, we can communicate our uniqueness and the care we have for our bodies and the environment.

How marketing works?

- Focus on image: Most bottled water labels represent mountains and glaciers, which make consumers believe that the water comes directly from a mountain stream. However, this is not completely true. For example, Aquafina’s logo shows white-tipped mountains, but the product is treated tap water.

- Turn consumers into connoisseurs: Bottled water companies inspire consumers to focus on the flavor of their water. However, when people don’t know what they’re drinking, tap water usually comes out ahead.

- Offer convenience: Nowadays, bottled water is mostly available where drinks are sold. Sometimes it's easier to pay for a bottle of water than to look for a public water supply. However, as consequence of the rise of bottled water, public drinking fountains have become less common making consumers to buy bottled water more regularly.

- Make products the solution of a problem: Typically, bottled water companies don’t position their product as an alternative to tap water. Instead they market it as an alternative to the unhealthy soft drinks that consumers might buy when they go out.