...the bottled water industry and how certain companies such as Nestle are taking advantage of the resource and the citizens of not only America but of the surrounding communities of these springs and oil refineries. This is a scary situation because it gives the power of controlling of water to a select few companies and allows them to distribute it as they please. It is noted in the film that if this distribution continues to take place, by the year 2030 nearly 2/3 of the world’s population will be lacking aces to clean drinking water. Water is beginning to be looked at as a commodity, much like gas is, thus leading to exploitation of the resource. This is wrong in many ways because water is a necessity of life...
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...The Bottled Water Industry Threat of entry of new competitors is low. Firstly, the competitors that currently exist are large, dominating companies who already own a huge market share of the industry. New entrants attempting to enter the market will have compete with established brands such as Coca-Cola, PepsiCo, and Nestle. These brands have decades of experience in the food & beverage industry, have developed brand recognition & loyalty and have achieved low-cost production and distribution capabilities that cannot be easily matched. Secondly, it is expensive to initially develop the infrastructure to produce the product. The case states that prices for bottle-filling lines range from $125,000 to over $100 million, not to mention the costs associated with “source certification, road grading, and installation of pumping equipment …” which require approximately $300,000 worth of investment. Threat of substitute products/services is high. Numerous bottled and non-bottled products that can easily substitute bottled water. The main factor that differentiates bottled water from other soft drinks is that it caters to a health-conscious market because it has no sugar and no calories. However, today, there are several healthy soft drinks that are ‘zero-sugar added’, ‘zero-calorie’ alternatives to water. Coke zero, crystal light powders, diet sodas, zero-calorie energy drinks, etc. are just some examples. Tap water is also a substitute product because many people simply trust the...
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...The Bottled Water Industry and Its Impacts on Our Environment and Health Comparing with Tap Water in North America INTRODUCTION The world nowadays has a rapid increase in population, thus it leads to a drastic demand for water resources. However, in reality, there is only 2.5% of the Earth’s water is freshwater, and 98.8% of them is still in ice and groundwater (Peter H. Gleic, 1993). The water resources are distributed unevenly due to the geographic locations. There are about 884 million people do not have access to clean and safe water. (World Health Organization, 2012). At the meantime, studies shows that limited availability of safe drinking water, and growing awareness among people to safeguard their health using bottled water, the bottled water industries boomed over those developed countries (Anisur Rahman, 2007). From 2001 to 2011, the United States alone had produced 5,185.3 millions of gallons of water to 9,107.3 millions of gallons of water, and had an increasing revenues from 6,808.4 millions of dollars to 11,083.8 millions of dollars (Beverage Marketing Corporation, 2006). As the bottled water market grows mature, it accounts for 1% of total GDP of the United States and Canada respectively in 2011. This paper is aimed at critically examining the overall bottled water production and its side effects on human health and environment in North America. It is organized as follows: it discusses where the water from and how it was processed and its affects on health...
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...Statement 3 2.0 Situational Assessment / Environmental Scan: CREST ANALYSIS 5 2.1 Analysis of the Competitive Landscape 5 2.1.0 Porters Five Forces: Global Beverage Industry 5 2.3 Economic 7 2.4 Social 7 2.5 Technology 7 2.6 Natural 8 3.0 SWOT Analysis 9 4.0 Alternatives 9 4.1 Alternative #1: Maintain business model 9 4.2 Alternative #2: Change business model 10 4.3 Alternative #3: Combination of new product and sustainable conduct 11 5.0 Evaluation 12 5.1 Analysis of the Alternatives 12 5.1.0 Alternative 1 12 5.1.1 Alternative 2 13 5.1.2 Alternative 3 13 6.0 Recommendations 13 7.0 Action Plan 14 8.0 Contingency Plan 15 9.0 Conclusion 15 10.0 References 16 Introduction FIJI Water was founded David Gilmour a Canadian hotel and gold mining mogul. In 1996, FIJI Water started its operations in the Islands of Fiji (McMaster & Nowak, 2009). They leased land from the Fijian government that was located on top of a massive artesian aquifer in the Yaqara Valley of Fiji's main island (McMaster & Nowak, 2009). FIJI Water was able to successfully attract consumers to its pure artesian water with slogans like "untouched" and "unpolluted" (McMaster & Nowak, 2009). With adopting a successful branding and marketing strategy, FIJI Water gained competitive advantage over its competitors through creating a unique brand image that is portrayed healthy, trendy, and high-end. Recently, FIJI Water has been facing heavy criticism not just for its carbon footprint, but...
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...MUM Drinking Water 1 Group Members (MKT 465.Section-10) Name ID Farjana Akter Pinki 1210749030 Nowrin Binta Ali 1310137030 Abdul kuddus Ratan 1230100030 Sumayea Mahjabin Sivana 1310055630 A.K.M.Mustansir Billah Fuad 1211236030 Prepared For Israt Jahan Linda (IJL) LECTURER NORTH SOUTH UNIVERSITY DATE: 4th December, 2015 2 Serial No Content 01 Introduction, Brand audit objectives, scope, and approach 02 Background about the brand (self-analysis) 03 Background about the industry 04 Consumer analysis 05 Brand inventory 06 Elements, current marketing programs 07 POPs, PODs 08 Branding strategies 09 Brand portfolio analysis 10 Competitors’ brand inventory 11 SWOT analysis 12 Brand exploratory 13 Brand associations, Mental Map 14 Brand positioning analysis 15 Consumer perceptions analysis (vs. competition 16 The Customer-based Brand Equity Pyramid (CBBE) 17 Summary of competitor analysis 18 Brand equity evaluation 19 Strategic brand management recommendations and 20 conclusion 3 A brand audit is a thorough examination of a brand’s current position in the market compared to its competitors and a review of its effectiveness. It helps you determine the strength of the brand together with its weaknesses or inconsistencies and opportunities for improvement and new developments. A brand audit is effectively...
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...the Preferred Features of Bottled Water | What are the preferred features that consumers would consider in buying a certain bottled water brand? | | Maisha Chowdhury | 7/21/2014 | | 1 Introduction Consumers often buy bottled water, but what exactly are they thinking when they pick one brand over the other? We aim to conduct a study, with the aid of a questionnaire in order to find out these preferred features in a bottle of water. We will be doing this on behalf of Aqua. We have conducted a survey, by passing around a questionnaire in order to help answer our question. Following are our Research question, research objectives, research plan, implementation and interpretations of our findings as well as our conclusion and recommendations. 1.1 Problem definition and Development of research objectives On behalf of Aqua we would like to find out what are the preferred features that consumers would consider when buying bottled water. We would like to help Aqua find out what is liked by consumers so that the company can continue to improve upon their product and give the customers a better version of the product. Research Question: What are the preferred features that consumers would consider in buying a certain bottled water brand? The main objective in trying to find the preferred features that consumer would consider in buying a certain bottled water brand, is to recommend water company to focus and improve the features of their water bottle, that are preferred...
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...Case Study: Bottled Water Industry Team 3 James Barlow, Julianne Schneider, Robyn Sumner & Katie Austin GBA 490 Dr. Drnevich 26 March 2008 EXECUTIVE SUMMARY The strengths of The Coca-Cola Company’s Dasani brand include its availability and convenience, prominence of the parent company, geographic coverage, financial stability, assets, distribution channels, and image of social responsibility. Dasani’s availability and convenience stems from the fact that the brand is virtually in every supermarket, convenience store and vending machine. Consumers are bombarded with the brand, which makes it very recognizable and well known. Its recognition factor is partly due to the great success of its parent company, since The Coca-Cola Company is so well established and respected in the beverage industry. Another strength is Dasani’s geographic coverage. It is available in 200+ countries in localized flavors, which further extends the brands marketability. Dasani is obviously financially stable, as it is backed by one of the most successful beverage companies in the industry. Its financial stability allows for high cost advertising, marketing, and development. As part of the Coca-Cola family, Dasani reaps the benefits of readily available assets and distribution channels. Assets include water sources, processing systems, and bottling and manufacturing suppliers. Assets like bottling and manufacturing equipment can...
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...Bottled Water Industry Analysis & Recommendations I. Industry Introduction The Bottled Water industry is still in an expansionary/growth stage. In 2005 the bottled water industry accounted for $70 billion, and is expected to reach $140 billion by the year 2020.Advertising budgets are very heavy in companies such as Pepsi (Aquafina), and are positive indicators of the current [growth] stage in the product’s lifecycle. However, the bottled water industry is currently experiencing a skewing of profitability numbers (compared with last-year-to-date numbers) due to a shift in production from bulk to bottled water. A new and rapidly growing trend in the bottled water industry is the production of premium-priced “enhanced waters,” which competes on the product category level, and increases profits dramatically when purchased over traditional [non-premium] bottles of water. The aggressive advertising campaigns for bottled water and premium-priced “enhanced waters” coupled with health-related trends provide for a greater proportion of market-share for water companies who utilize their ability to expand their product line on the generic competition level. II. Four Types of Competition (& Competitors) for the Bottled Water Industry: Competition is the driving force in any and every industry. There are four different types of competition which, [each] in their own way, affect the sales of any given industry. This...
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...you Water (2012) Brand Audit ------------------------------------------------- ------------------------------------------------- ADV 201-Brand Building ------------------------------------------------- Tim Beaty ------------------------------------------------- By ------------------------------------------------- Mark Bell ------------------------------------------------- 00051469T ------------------------------------------------- Executive summary Thankyou Water operates in the highly competitive, 600 million dollar bottled water market in Australia. This relatively new brand is seeking take advantage of changes in social attitudes and trends in Australia. Each dollar of profit that is spent on Thankyou Water products goes toward providing water to developing nations across the world. Social changes, have dictated that consumers are more conscious of business profit; this presents an opportunity to Thankyou Water. Additionally Thankyou Water has had to be wary of changes in legislation and any demographic shifts in the Australian population. Technological changes will allow Thankyou Water to become more efficient in the distribution of its product and packaging. Thankyou Water’s competitive advantage lies in the price of its product, and the need in which it meets as a socially enterprise. With each dollar of profit going to numerous water projects, Thankyou Water, appeal to this ‘socially conscious consumer’ in the Australian bottled water market...
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...Review on Myanmar Bottled Water Industry with Porter’s Five Forces Review on Myanmar Bottled Water Industry with Porter’s Five Forces Introduction Bottled drinking water used to be a prestige product till 1990s in Myanmar. Then, the use of bottled water has grown considerably since factories were first set up in the mid-1990s. According to Myanmar Food and Drug Administration (FDA), there are 657 bottled water factories in 2013 which were rose form 320 factories in 2008. Bottled water culture has penetrated even into rural areas of Myanmar where majority of people previously held the view that bottled water was a waste of money. It is due to increasing urbanization, limited time to boil tap water, increasing suppliers and better delivery, convenience and portability. Myanmar bottled drinking water industry is currently dominated by Alpine which has 65% market share, according to the company reports. Analysis with Porter’s Five Forces An industry's competitive dynamics and profitability can be deducted by analyzing with Porter's Five Forces. (1). Rivalry among existing competitors Even though, Alpine has dominated the market, competition among second-tier brands such as Oasis, PMG, KTM , ICE, Sampar Oo, Max'2'0, Imperial Jade, KA is high. As bottled water has become a commodity-like product, customer switching...
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...a. What type of organization is Australian Beverages Limited (ABL)? ABL is an Australian public listed company operating in multi-beverage business. It commenced operation in 1937 with its first manufacturing plant opened in Sydney in 1938. After a series of market expansions, ABL is currently the second largest company in Australia non-alcoholic beverage industry. The company is run by Tom Dwyer, the current managing director, who has been appointed since 2005. b. What industry, product segments/markets does ABL operate in? ABL is currently the second largest company in Australian non-alcoholic beverage industry. With the exception of bottled water, ABL operates in almost all product segments of non-alcoholic beverage market, that is, carbonated soft drinks (CSD), fruit and milk-based drinks, etc. It has also moved into snack food market through acquisition of several small businesses. Its core activities include manufacturing, distribution and marketing. c. What is the current life-cycle position of the industry? Non-alcoholic industry ➢ The non-alcoholic beverage industry is at the growth stage of its life cycle. This is evidenced by: (1) Consumption of non-alcoholic beverage in Australia increased form 179.7 liters per capita in 2005 to 228.5 liters per capita in 2009, representing a 27% increase. (2) As Australian per capita consumption follows US pattern, Australian’s current level of 63% of US per capita consumption indicates significant opportunities for growth...
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...Management of Nestlé believes in open door policy and highly discourages bureaucracy in theoperational process and believes that a happy employee is a productive employee.4. Localization amidst globalization: Nestlé has successfully achieved localization in the increasinglyglobalized food industry. (Product planning, production, marketing and services form a strategy of localization) Where is Nestlé vulnerable? What should it watch out for? Most U.S. cities implemented a new policy to banish all bottled water from municipal buildings. UnlikeCoca-Cola and PepsiCo - two of the big-four international bottled water companies - Nestlé’s beverage division is almost completely dependent on bottled water.Nestlé got into the bottled water business when it bought Perrier in 1992. For over a decade Nestlébought a large number of small regional bottled water companies around the world. Today Nestlé ownsover 70 brands worldwide. The majority of these products are non-flavored still bottled water. Producingmainly...
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...FIJI Water and Corporate Social Responsibility Prepared by Subject: FIJI Water and Corporate Social Responsibility Table of Contents * Introduction History of FIJI Water * Strengths -FIJI Water as trendy -FIJI Water as untouched * Weaknesses -Environmental issues -Taxation issues and relationship with the Fijian government -Criticism * Conclusion and recommendation -Sustainable development Introduction FIJI Water was originally founded as “Nature’s Best” in 1993 by David Gilmore who’s idea was to provide exotic natural water from an artesian aquifer of Yaqara Valley of Viti Levu, Fiji to local as well as international markets. Bottled water has been growing exponentially as concerns about the quality of tap water and health issues of carbonated drinks have been increasing. The pure artesian water that FIJI Water provides has attracted consumers successfully. Bottled water production and sales to the U.S. began in 1997. FIJI Water has been growing rapidly in the bottled water market as its production went from 10 million in 1998 to 25 million in 2000, and production grew about 60% a year. The company was even awarded the prestigious Secretary of State’s 2004 Award for Corporate Excellence. The company gained competitive advantages over its competitors by successful branding and marketing, as it has created an image of its product as healthy, high-end, and trendy. However, FIJI Water has faced numerous challenges as well as heavy...
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...ANALYSIS OF MARKETING STRATEGY OF MINERAL WATER INDUSTRY [A CASE STUDY OF BISLERI] A RESEARCH REPORT SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION TO INDRAPRASTHA UNIVERSITY, DELHI (2004-06) Submitted To : Submitted By : Mrs. Harpreet Kaur Nitesh Kumar BLS INSTITUTE OF MANAGEMENT MOHAN NAGAR GHAZIABAD CONTENTS CONTENTS Acknowledgement Executive Summary INTRODUCTION • About the industry Mineral Water Industry- Current Market Scenario Company Profile Marketing Strategy Advertising Campaign of Bisleri Packaging and Distribution Marketing Mix Competition in Market Product Profile Manufacturing • Objective • METHOD OF STUDY • Research Design • Tools and Instrument Used for the Study • Procedure and data collection • RESULT AND DISCUSSION • Findings and Statistical Analysis • SWOT analysis Conclusion • Recommendation • Limitations • Bibliography Annexures ACKNOWLEDGEMENT ACKNOWLEDGEMENT The accomplishment of my research was possible only due to the cooperation, coordination and united efforts of different individuals, several sources of material, knowledge and time. Pertaining to this I therefore take this opportunity to express my deep sense of gratitude to entire staff and employees of the Bisleri...
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...A SUMMER TRAINING REPORT ON KEERTHI PACKAGED DRINKING WATER., MADURAI. Submitted in partial fulfillment of the requirement for the award of the degree of Master of Business Administration by S.RATHNA (Reg No: P10B13636) Under the guidance of Dr.MENAKA [pic] DEPARTMENT OF MANAGEMENT STUDIES SRI MEENAKSHI GOVT COLLEGE FOR WOMEN(A) RE-ACCREDITTED WITH ‘B++’ STATUS BY NAAC GORIPALAYAM MADURAI-625002. MAY - 2011 SRI MEENAKSHI GOVT COLLEGE FOR WOMEN(A) DEPARTMENT OF MANAGEMENT STUDIES GORIPALAYAM MADURAI-625002. S.RATHNA (Reg No: P10B13636) DECLARATION I hereby declare that the project done under the title “ A Summer training Report on KEERTHI PACKAGED DRINKING WATER , Madurai ” submitted for the award of the degree of Master of Business Administration is my original work and that no part of this report has been submitted fully or partly for any other recognition earlier. Signature of Candidate Bonafide Certificate This is to certify that the project work entitled “A Summer Training Report on KEERTHI PACKAGED DRINKING WATER, Madurai ”, is a bonafide record of work done by S.Rathna (Reg. No. P10B13636) submitted in partial fulfillment of the requirement for the Degree of Master of Business Administration, 2010-2012. Signature of the Faculty Guide Signature of the HOD ACKNOWLEDGEMENT ...
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