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Introducing a line of bottled water - Essay Example

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Introducing a line of bottled water

In order to differentiate within the market, the supplements would be developed so that the water taste was not changed, and through marketing to the segment of the population that is starting to experience minor ailments and issues that can be directly addressed through supplements. The segment would be the aging population that is 40 and over. Marketing will also have to be directed to a broader demographic through onsite marketing that is less specific to age. As the bottled water market has increased steadily since 1997, the potential for success is high. Introduction Bottled water has become a staple in Western society, a trend that stems from a variety of areas of concern. One of the reasons that bottled water has become a prominent resource for hydration is that the fitness industry has determined that a significant amount of water, usually defined by about 2 litres, per day is necessary for good health (World Health Organisation 2004: 486). Another reason that bottled water has become more marketable in the last few decades is that public water, as in tap water, has come under attack for the purity and safety that it contains. As a result, a natural marriage between the health industry and bottled water has emerged in which diversification into the bottled water market makes sense for corporations that have health related products already in their product line. One company that has yet to develop bottled water is GlaxoSmithKline. Through the exploration of their current line of products and brands, along with an exploration of the overall market, the addition of a line of water to the GlaxoSmithKline product line would enhance the current product line as well as open up a new market. The brand name of the proposed new line of water will be called PURE with a supplemental line of text used to define which type of water is being offered. The line of bottled water would not simply be the one line of basic water, but in order to appeal to the chosen demographic, a line of water with supplements within them would increase the potential success of the line. Taking the example of waters such as Dasani by the Coke product line and Aquafina by the Pepsi product line, creating flavoured waters or water with minerals and supplements has shown to have success. The twist on this line of water is that all of the water will taste like water, but will have supplements that target the differing needs of those who are aging. GlaxoSmithKline Company Overview Formed in 2001 through a merger between GlaxoWelcome and SmithKline Beecham, the company holds its headquarters in Great Britain with most of its business being conducted in the United States. As a pharmaceutical leader, the company is a leader in respiratory, central nervous system research, diabetes and vaccines, with 2003 seeing pre-tax sales of more than 21.4 billion. Profits were approximately 6.3 billion with an investment ...Show more

Summary

GlaxoSmithKline: Introducing the potential for a line of bottled waters Table of Contents List of Figures 2 Abstract 3 Introduction 4 GlaxoSmithKline 5 Company Overview 5 Over the Counter Product Lines 6 Social Responsibility and Reputation 6 Bottled Water 7 Bottled Water Sales 7 SWOT 10 PEST Analysis 11 Creating the Brand 11 Product Description 13 Branding 13 Demographic 14 Marketing Plan 15 Bibliography 17 List of Figures Figure 1 Global Bottled Water Growth in Context 1997-2013 (Dege and Wiley Interscience 2011: 13) 9 Figure 2 Regional Bottled Water Growth (Dege and Wiley Interscience 2011: 14) 9 Figure 3 SWOT analysis of the potential for a new line of water products for GlaxoSmithKline 1…
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