MESSAGE IN A BOTTLE

by Group 7

INTRODUCTION

$50 billion dollar industry US contributes $15 billion

Major players in US:

Nestle 26%

Pepsi 13%

Coke 11%

Major brands in the market: Poland Spring, Fiji Water, Evian, Aquafina &
Dasani

Entire bottled water industry is half the size of carbonated beverage industry

We buy the bottle for convenience

An industry built on packaging and presentation

Overview
3 kinds of water drinkers:
1.Water

pure-fectionist (high involvement, cognitive)

2.Water

explorer (low involvement, innovators)

3.Image

seeker (hedonic)

4.Struggler

(laggards)

ECONOMIC & PSYCHOLOGICAL ASPECTS

ECONOMIC

PSYCHOLOGICAL

Environmental pollution

Taste

Value for money

Status symbol

Job creation

Health benefits
Convenience

BENEFITS
HEDONIC
Satisfaction for senses

UTILITARIAN
Functional

Pleasure

Good for health

Status Symbol

Convenience - Can carry easily

Perrier

Considered as a beverage

3 part strategy:

1.

Bottle water->exclusivity

2.

Connected to health

3.

Celebrity association

Perrier presentation

Production units

Fiji

Poland Spring in Maine

San Pellegrino in Italy

Branding

Perrier celebrity usage

Evians plastic bottle

The bottle in cold box

IRONIES

Majority of Fijis population have no safe water

The U.S single biggest consumer

Availability of pure tap water

Blind taste tests- people couldnt differentiate between bottle water and tap
water

KEY POINTS

Substitution effect

Crushable feeling

Persuasion through affection - Fiji

KEY CONCEPTS

Perriers affective advertising

Evians cognitive advertising

Hedonic luxury

Utilitarian - necessity

Biggest consumer market Railway

Top 5 players in the market Bisleri, Kindley, Aquafina, Bailley, Oxyrich

FACTORS LEADING TO GROWTH OF

BOTTLED WATER

Rapid urbanization

Safety water

Governments standards ISI on the label

Key players

Brands

Bottled water in India

To reach INR 160 Billion by 2018
Growth factors:
Unavailability

of clean tap water

Tourism
Health

awareness

REFERENCES

http://bottledwaterindia.org/2013/06/05/how-plastic-bottled-water-isharming-you-and-the-environment/

http://www.business-standard.com/article/news-ani/india-s-packagedbottled-water-industry-to-reach-rs-160-billion-by-2018-114050800490_1.html