Extract of sample Bottled Water - Critical Analysis
Globalization has leveled the playing field for the business world to some extent. The world is virtually flat and business today thinks in terms of global audience, markets, and products. The ways businesses function and operate has undergone a complete makeover. New products and services have been developed which would have been unimaginable a few decades ago. While some products have had a major influence on the way we live, others have been a mere creation of marketers for achieving financial gains. Some products deliver no benefits to the consumers or the society but have been commercially successful due to the intelligent use of branding and marketing. To some extent, globalization can also be credited for the success of these products. One such product is bottled water; its consumption has been consistently growing and, as a result, the industry is expanding at a great pace. Case study “Bottled water – a pure or guilty pleasure?” has tried to address this issue with respect to the bottled water industry; this paper is a critical analysis of the case study.
Globalization has brought down the barriers between economies and markets, and has created a truly global market place. Businesses today are building products and services that cater to a global audience. Marketing is one aspect of the business which needs a more focused and targeted approach than a universal one. Even though marketing is a universal discipline, marketing practices must vary from country to country. The customers, available media, channels of distribution, competitors, etc are different in different countries. Therefore, it is very essential for a company to adapt to different countries and markets by changing the market plan (Keegan, 2002, 31).
Failure to design a marketing strategy to adapt to different market conditions could be disastrous for a company. This was clearly evident in the case of Coco-Cola's Dasani. Dasani (bottled water) was a successful product in the US designed and marketed to the US consumers.
The paper "Bottled Water – Critical Analysis" analyses the case study “Bottled water – a pure or guilty pleasure?” There have been various issues addressed in the case study that has been critically analyzed in this paper. Issues, such as profits being the primary marketing objective and not stakeholder benefit have been discussed in detail in this paper…
Various conclusions can be from this analysis. Companies which focus on profits rather than stakeholders’ benefits and which misuse branding will sooner or later face severe criticism from different quarters of the society.
The principal sources of water for human use are lakes, rivers, soil moisture and relatively shallow groundwater basins. The usable portion of these sources is only about 200 000 km of water - less than 1 per cent of all freshwater and only 0.01 per cent of all water on Earth.
The author states that increase in land, labor, capital and entrepreneurship costs, which are necessary to produce goods, will lead to a decline in the quantity of products supplied. If the cost of making plastic bottles, workers wages and electricity costs increase, then more suppliers will produce little at the existing market price.
The scenario appears to be more or less same for both the developed and under-developed nations. There lie several dimensions for this boost in the bottled water demand that will be explored in the paper.
The paper has been split up into two parts: the first part of the paper penetrates into major reasons underlying the enhanced demand for bottled water industry in the context of developed as well as underdeveloped countries of the world.
From 1900 onwards, it became a fashion to buy bottled water but in 1970s, the fashion started fading away. Therefore, Perrier came with a new marketing campaign in 1974 which was a great success. The overall market in 1976 bought 3 million liters of mineral water and the figure rose to 128 million by 1991, but sales of Perrier were relatively low compared to other companies.
As the people particularly traveling population wanted clean and hygienic water to drink in ‘susceptible’ places, it led to the proliferation of bottled water. “A bottle of spring or mineral water has become the lifestyle accessory of the
Tap water and bottled water dominate water business, with bottled water selling at least 200 times the price of tap water (Peter, 2007). Different brands also sell for different prices. Brands attributed
ting consumption of bottled water is further backed by the aforementioned perception along with the widespread awareness of risks associated with contaminated water and waterborne diseases. Hence, every year 10% increment is seen in the consumption of bottled water. (Hu et al
Bottled drinking water is a safe option for consumers who have doubt in consuming tap water. Bottled drinking water is safe, if the Potential Hydrogen (Ph) factors are between 7.0 and 14.0. This means that the drinking water is not acidic and basic minerals have only been infused for consumer’s health benefits.
Despite the benefits attributed to the emergence of bottled water, a number of negative environmental and health challenges have emerged. These have affected the universal acceptance of this technology and increased the controversies
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