Marketing is a very important part of a successful business. It can ether make or break a company. Companies must be able to adjust their marketing mix to cater to the consumer needs. To provide a product that satisfies the target market and achieve the organization’s objectives, a company must maintain a effective product mix because consumers attitudes and life styles change over time. In our case we analyzed Nestlé. Nestle bottled water is among the top five international brands of bottled water in volume of sales and in is sold in 35 countries. More than 90 percent of nestles water sales occur in North America and Europe. With Nestle being a company that is constantly growing and finding ways to increase their revenues Nestle is targeting the less expensive and lower risk alternative for increasing sales in Italy. With nestles company campaign geared towards portable bottled water, Nestle increased its share of $3billion Italian water market to 29 percent in 2004, up from 25.8 percent in 2003. Almost all of the increase was due to the sales of water in smaller, more portable bottle water. The fact that the majority of sales was due to smaller portable bottles tells us that there is potential demand for smaller portable bottle water in the Italian market. One way of increasing the sales of smaller portable bottle water, Nestle should focus on changing the deep-seated Italian habits of drinking water. Italians are not known to drink water on the go, for many years Italian mothers have warned their children not to eat or drink while walking because it can cause indigestion. Since Nestle has already started its campaign, and the results came up with increased market share, Nestle should stay on the game to establish its product position. Nestle should try and terminate this myth about how drinking water on the go can cause indigestion by creating