Dasani Water Analysis

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is the price. Dasani is not the cheapest bottled water you would find in a convenience store. In fact, a 20oz Dasani bottle is sometimes found to be the same price as a 20oz Coca-Cola. Without a natural spring or some other unique water source; it could be interrupted by the consumer that the price isn’t worth the product, that’s main source is tap water.

Opportunities

Consumers are generally more health conscious than those 20 years ago. When many would have grabbed a sugary soda in the past, they are now choosing bottled water. (Americans Are Now Drinking More Bottled Water Than Soda, 2017) Dasani looks to position themselves on this trend. It is quite possible that this trend will be here to stay as medical technology continues to advance, and unveiling the dangers of sugary beverages.

Not everyone likes the taste of just plain water. Well Dasani has capitalized on this fact. They have expanded their brand and created Dasani Drops. (Purified Water, 2017) The flavored drops could be dropped into a container holding water. The water is then flavored

to the consumers choice. These drops provide consumers something to get past the plain taste of water. The drops are also calorie free.

Threats

Even though Dasani has a cutting-edge bottle for their water. Many environmentalists will argue that is not enough. With the popularity of Yeti, some are choosing to refill their stainless thermos like beverage containers, with water from a bulk source. Because some of these sustainable containers have a large capacity, it would make buying bottled water pointless. The consumer, in theory, would be able to fill their water container in the morning from the tap, with an at home filtration system installed, so they are still getting water that is purified. They would possibly be able to go all day without refilling their container. And the container would be able to hold a desired temperature. Something bottled water couldn’t do.

Chart 1 - 2017 Sales for Dasani Water and Competitors

The chart below compares the revenue so far in the year 2017 with its leading competitor’s from Statistica.com, Aquafina by PepsiCo is its biggest competition. (Statista, 2017)

Table 2- Dasani’s Market Position in the Bottled Water Market Share

The chart below shows Dasani’s market position within the bottled water market. Dasani is currently third, with 9.9% of the market share. (Bottled Water Industry Statistics, 2017)

Bottled Water Market Share Share

Private Label / Other 13.4 %

PepsiCo Aquafina 10.3 %

Coca-Cola Dasani 9.9 %

Glaceau Vitaminwater 9.6 %

Poland Spring 6 %

Nestle Pure Life 5.8 %

Glaceau Smartwater 5.7 %

Deer Park 3.8 %

Glaceau Vitaminwater Zero 3.2 %

Ozarka 3 %

Danone 2 %

Table 3- Number of People Who Consumed Dasani Water Between Autumn 2014 to Spring 2017 (Consumers of Dasani in the U.S. 2017, 2017)

Number of people in millions

Autumn 2014 29.54

Spring 2015 29.75

Autumn 2015 29.29

Spring 2016 29.24

Autumn 2016 29.24

Spring 2017 29.64

This statistic illustrates the number of people, who consumed Dasani beverages in the United States from Autumn 2014 to Spring 2017. In Spring 2017, the numbers of people who consumed Dasani beverages amounted to 29.64 million.

Conclusion

Dasani Water will continue to be a leader in the bottled water market. With Coca-Cola as the parent company, Dasani will be easily marketable throughout various outlets. Dasani has shown the initiative to appeal to the consumers; who are concerned about the impact plastic bottles have on the planet. With the expansion of Dasani products, Dasani will continue to be a major market player.

Bibliography

Bottled Water Industry Statistics. (2017, October 09). Retrieved October 11, 2017, from http://www.statisticbrain.com/bottled-water-statistics/

Americans Are Now Drinking More Bottled Water Than Soda. (n.d.). Retrieved October 11, 2017, from http://fortune.com/2017/03/10/soda-tax-bottled-water-americans/

Coke Enters North American Bottled Water Market With ’Dasani’. (n.d.). Retrieved October 11, 2017, from https://www.beverageonline.com/doc/coke-enters-north-american-bottled-water-mark-0001?VNETCOOKIE=NO

Consumers of Dasani in the U.S. 2017 | Statistic. (n.d.). Retrieved October 11, 2017, from https://www.statista.com/statistics/228137/dasani-consumption-usa/

Mission, Vision & Values. (n.d.). Retrieved October 11, 2017, from http://www.coca-colacompany.com/our-company/mission-vision-values

Purified Water. (n.d.). Retrieved October 11, 2017, from http://www.dasani.com/dasani-water/

Statista. (2017, october 11). Sales of the leading bottled still water brands in the United States in 2017 (in million U.S. dollars). Retrieved from Statista: https://www.statista.com/statistics/188312/top-bottled-still-water-brands-in-the-united-states/