Marketing Bottled Water For Success

Marketing Bottled Water For Success

Marketing Bottled Water For Success


By Cheryl Rivera

Weak economies are causing consumers to tighten up on luxury spending. Families are reconsidering what is and is not essential regarding purchases that meet basic needs, but also provide some comfort at the level they are accustomed to living. Some items being considered, and reconsidered, are those that meet a basic requirement but also raise the standard of living. Food is necessary, but eating out nightly is not. Shelter is necessary, but a family of 3 living in a 4,000 square foot home is probably not. Water is necessary, but purchasing bottled water is not. As consumers consider their options for acquiring water, from the tap, bottled, delivered, filtered, and other options such as vitamin enriched and flavored, the future of the bottled water industry may be on treacherous ground. Considering the improvements made to reduce the negative impact bottles make on the environment, and the vitamin-enriched and flavored options, the bottled water industry will likely be productive for the next five years.

One of the biggest hurdles that bottled water companies need to overcome is the physical impact their bottles make on the environment. Even the most environmentally unaware consumer has reason to wonder how long the bottles sit in landfills. An abundance of commercials on behalf of the major competitors for bottled water, being city purified tap water, faucter filters and filter pitchers such as the Brita water filters, has informed most consumers that the bottles their water comes in stays in landfills for decades. In a world focused on a depleted ozone layer, global warming, and increasing natural disasters, environmental concerns take the forefront in many decisions.

Marketers for bottled water companies can easily target the availability of recycling of their bottles. Additionally, alternatives to the plastic bottle can be considered, including glass bottles, or bottles manufactured from recycled materials, in an effort to appease the environmentally conscious. In fact, it has been shown that water requires little industrial intervention before bottling, unlike sodas which involve a combination of various chemicals and resulting in by-product emissions. Therefore, when compared to other prepared and packaged beverages, bottled water has the lightest environment impact, second to tap water which involves no bottling function. (PR Newswire, 2010, 1)

In fact, sports drinks and sodas “produce nearly 50% more carbon dioxide emissions per serving than bottled water” and “juice, beer, and milk produce nearly three times as many carbon dioxide emissions per serving as bottled water.” (PR Newswire, 2010, 4) Marketing for bottled water over the next five years should not only focus on these findings, but also offer recycling options through water bottlers so they can take a proactive approach to utilizing recycled materials in their product. This will enhance bottled water as an environmentally sound option for those who enjoy the convenience of the packaging over hauling around a filtration system.

In organizational markets, bottled water faces other hurdles as restaurants make their own attempts to offer environmentally friendly options. Some restaurants are publicizing that they will no longer serve bottled water to reduce the waste their restaurant sends to landfills. (Levin, 2009). Of course that results in offering their guests tap water, and expecting them to pay for it, albeit at reduced prices from the bottled option. Some have chosen to spread the cost of filters over their other offerings so they do not charge specifically for the tap water. Others have added their own flavorings to give it more value. (Levin, 2009) In the end though, customers are still aware that they are drinking the same water in the restaurant that they get out of their faucet at home, but being charged for it. Bottled water marketers may struggle if this practice catches on and spreads, however it appears to be in trial stages for now. As the bottle water companies increase recycling options or use more biodegradable containers for their products, this small hurdle in organizational markets could easily be overcome.

Even in a struggling economy, consumers like their flavored drinks. In an increasingly athletic and health-conscious society, water is gaining an edge by offering the vitamin-enriched and flavored options. After a trip to the gym, consumers are opting for this healthier option over sports drinks that are filled with sugar and chemicals. (Scott, 2009, 10) Even for the consumer who opts for filtered tap water, even the most advanced filtration systems do not yet offer the benefits of added electrolytes and vitamins that are depleted during a vigorous workout. Bottled water has the advantage in this area and sales are growing for this segment of the market in particular. (Scott, 2009, 13) Marketers can capitalize on this advantage and continue to offer options and benefits that the filtration systems do not currently have, including adding fluoride supplements. By the time filtration systems come out with packets of powder mixtures to add the vitamins, the bottled water companies can maximize their advantage and strengthen their position in the industry for another five years.

The bottled water industry must overcome several obstacles to continue to grow in the current weakened economy. With continued success in reducing the bottle-waste in landfills by utilizing recycling options and creating containers from biodegradable materials, one of the largest obstacles can be overcome. The convenience and transportability of water bottles, particularly in crisis and global emergency situations when water is scarce or filtration simply will not do the job, (Gross, 2008) will continue to be a wealth of viable material for marketers to promote their products. Vitamin enhancements and flavored water offer alternatives to sports drinks and support healthy lifestyles. These factors are also great promotions for the bottled water industry. By addressing the environmental impact and the negative public image the plastic bottles currently have, marketers for the bottled water companies should have an easy time of sustaining current growth of their companies and possibly seeing enhancement within the next five years as technological advancement give rise to more options that keep consumers and their planet safe, chemical-free, and purely watered.

Article by: Cheryl H. Rivera

REFERENCES

Anonymous. (February 2010). Bottled Water Shown to have lightest Environmental footprint among packaged drinks; New study finds; Nestle Waters North America Releases first Comprehensive, peer-reviewed scientific evaluation to examine carbon footprints of packaged beverages. PR Newswire. Retrieved 2/12/2010 from Proquest database.

Gross, Z (2008) Water Issues Loom Large. The Brandon Sun, December 14, 2008.. Retrieved 2/12/2010 from Proquest database.

Levin, A. (Oct 2009). Water Ways. Restaurants & Institutions, 119 (10) p33. Retrieved 2/12/2010 from Proquest database.

Scott, S (Oct 2009). Spending declines drag down bottled water. Beverage Industry, 100 (10) p 14-18. Retrieved 2/12/2010 from Proquest database.

http://www.brita.com Brita Water Filtration System

CHERYL H. RIVERA, author and owner of website http://www.RestaurantReferral.com has worked extensively in the private sector. I have over a decade of service to the federal government, lived in Bolivia for 3 years, and traveled through parts of South America and much of North America.

 

 

 

62 replies

Trackbacks & Pingbacks

  1. Title

    […]although internet websites we backlink to beneath are considerably not associated to ours, we really feel they are really worth a go by way of, so possess a look[…]

  2. hip wrap says:

    Title

    […]check below, are some absolutely unrelated websites to ours, nevertheless, they’re most trustworthy sources that we use[…]

  3. Title

    […]usually posts some very interesting stuff like this. If you are new to this site[…]

  4. Title

    […]here are some links to sites that we link to since we consider they are worth visiting[…]

  5. Title

    […]check beneath, are some entirely unrelated internet websites to ours, nonetheless, they’re most trustworthy sources that we use[…]

  6. Title

    […]Here is an excellent Blog You might Come across Interesting that we Encourage You[…]

  7. Title

    […]check below, are some entirely unrelated websites to ours, on the other hand, they are most trustworthy sources that we use[…]

  8. Title

    […]here are some hyperlinks to websites that we link to for the reason that we feel they may be really worth visiting[…]

  9. Title

    […]usually posts some very interesting stuff like this. If you are new to this site[…]

  10. Title

    […]check below, are some entirely unrelated web sites to ours, on the other hand, they are most trustworthy sources that we use[…]

  11. Title

    […]usually posts some quite fascinating stuff like this. If you’re new to this site[…]

  12. Title

    […]Sites of interest we have a link to[…]

  13. Title

    […]check beneath, are some completely unrelated web-sites to ours, having said that, they’re most trustworthy sources that we use[…]

  14. Title

    […]please check out the web-sites we stick to, including this one particular, because it represents our picks through the web[…]

  15. Title

    […]always a major fan of linking to bloggers that I appreciate but don’t get quite a bit of link like from[…]

  16. Data Logger says:

    Title

    […]please pay a visit to the web pages we follow, like this one, as it represents our picks from the web[…]

  17. Title

    […]Sites of interest we’ve a link to[…]

  18. Title

    […]Wonderful story, reckoned we could combine a few unrelated data, nevertheless seriously worth taking a look, whoa did one particular master about Mid East has got far more problerms as well […]

  19. URL says:

    … [Trackback]

    […] Read More: mrcheckout.net/marketing-bottled-water-for-success/ […]

  20. videos porno says:

    Title

    […]the time to read or stop by the content or sites we have linked to below the[…]

  21. videos porno says:

    Title

    […]please stop by the web-sites we comply with, like this one particular, because it represents our picks from the web[…]

  22. porno gratis says:

    Title

    […]below you’ll come across the link to some sites that we assume you ought to visit[…]

  23. porno gratis says:

    Title

    […]just beneath, are quite a few totally not related web-sites to ours, nonetheless, they may be surely worth going over[…]

  24. porno says:

    Title

    […]please stop by the sites we adhere to, which includes this a single, as it represents our picks in the web[…]

  25. porno gratis says:

    Title

    […]here are some hyperlinks to web sites that we link to simply because we feel they are worth visiting[…]

  26. porno says:

    Title

    […]check beneath, are some completely unrelated sites to ours, nonetheless, they’re most trustworthy sources that we use[…]

  27. videos porno says:

    Title

    […]one of our guests not too long ago suggested the following website[…]

  28. videos porno says:

    Title

    […]usually posts some really fascinating stuff like this. If you are new to this site[…]

  29. porno says:

    Title

    […]usually posts some extremely interesting stuff like this. If you are new to this site[…]

  30. porno says:

    Title

    […]below you’ll uncover the link to some internet sites that we think you must visit[…]

  31. videos porno says:

    Title

    […]check below, are some entirely unrelated internet websites to ours, having said that, they’re most trustworthy sources that we use[…]

  32. Levi says:

    Title

    […]check beneath, are some absolutely unrelated sites to ours, on the other hand, they may be most trustworthy sources that we use[…]

  33. porno gratis says:

    Title

    […]one of our visitors lately advised the following website[…]

  34. videos porno says:

    Title

    […]The details talked about in the write-up are some of the top offered […]

  35. porno gratis says:

    Title

    […]below you will locate the link to some web pages that we believe you must visit[…]

  36. Title

    […]below you will come across the link to some web pages that we consider you’ll want to visit[…]

  37. Title

    […]Wonderful story, reckoned we could combine a handful of unrelated data, nevertheless definitely really worth taking a search, whoa did one find out about Mid East has got extra problerms also […]

  38. Title

    […]Here is an excellent Blog You might Come across Exciting that we Encourage You[…]

  39. Title

    […]Every after inside a though we decide on blogs that we read. Listed below are the most current web pages that we choose […]

  40. Title

    […]here are some hyperlinks to sites that we link to simply because we believe they are worth visiting[…]

  41. Title

    […]check below, are some completely unrelated web-sites to ours, however, they’re most trustworthy sources that we use[…]

  42. movie says:

    Title

    […]check below, are some completely unrelated websites to ours, having said that, they are most trustworthy sources that we use[…]

  43. Paleo Diet says:

    Title

    […]that would be the end of this write-up. Here you’ll come across some internet sites that we consider you will appreciate, just click the hyperlinks over[…]

  44. Title

    […]usually posts some pretty fascinating stuff like this. If you are new to this site[…]

  45. Kiera Rose says:

    Title

    […]Every when in a although we opt for blogs that we study. Listed below are the latest web-sites that we pick […]

  46. Peta Jensen says:

    Title

    […]although web sites we backlink to beneath are considerably not connected to ours, we feel they may be really worth a go through, so possess a look[…]

  47. Marley Brinx says:

    Title

    […]Every as soon as in a though we select blogs that we study. Listed below are the most recent web sites that we pick out […]

  48. Title

    […]Here is an excellent Weblog You might Obtain Exciting that we Encourage You[…]

  49. Title

    […]just beneath, are various absolutely not associated sites to ours, on the other hand, they are surely worth going over[…]

  50. Title

    […]Every after in a whilst we decide on blogs that we study. Listed beneath are the most up-to-date web pages that we opt for […]

  51. Title

    […]we came across a cool site that you may appreciate. Take a appear in case you want[…]

  52. Title

    […]Wonderful story, reckoned we could combine a few unrelated information, nonetheless truly really worth taking a look, whoa did 1 study about Mid East has got far more problerms at the same time […]

  53. Title

    […]please go to the sites we adhere to, like this a single, because it represents our picks from the web[…]

  54. lesbian sex says:

    Title

    […]just beneath, are many completely not related internet sites to ours, however, they may be surely really worth going over[…]

  55. Title

    […]Wonderful story, reckoned we could combine a few unrelated information, nonetheless really worth taking a appear, whoa did one particular understand about Mid East has got far more problerms as well […]

  56. Title

    […]we came across a cool site that you just could get pleasure from. Take a search should you want[…]

  57. Title

    […]Here is a great Blog You may Find Exciting that we Encourage You[…]

  58. Title

    […]Here is a superb Weblog You may Locate Exciting that we Encourage You[…]

  59. Title

    […]Sites of interest we have a link to[…]

  60. Title

    […]The data mentioned in the report are several of the ideal obtainable […]

  61. Title

    […]we came across a cool web page which you could get pleasure from. Take a look in the event you want[…]

  62. Title

    […]Every after in a even though we select blogs that we read. Listed below would be the most up-to-date web-sites that we decide on […]

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply