Download - Message in a Bottle_group 7
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MESSAGE IN A BOTTLE
by Group 7
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INTRODUCTION$50 billion dollar industry US contributes $15 billionMajor players in US:Nestle 26%Pepsi 13%Coke 11%Major brands in the market: Poland Spring, Fiji Water, Evian, Aquafina & DasaniEntire bottled water industry is half the size of carbonated beverage industryWe buy the bottle for convenience An industry built on packaging and presentation
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Overview3 kinds of water drinkers:Water pure-fectionist (high involvement, cognitive)Water explorer (low involvement, innovators)Image seeker (hedonic)Struggler (laggards)
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ECONOMIC & PSYCHOLOGICAL ASPECTS
ECONOMICPSYCHOLOGICALEnvironmental pollution
Value for money
Job creation
Taste
Status symbol
Health benefits
Convenience
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BENEFITS
HEDONICUTILITARIANSatisfaction for senses FunctionalPleasureStatus SymbolGood for healthConvenience - Can carry easily
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PerrierConsidered as a beverage3 part strategy:Bottle water->exclusivityConnected to healthCelebrity association
Perrier presentation
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Production unitsFijiPoland Spring in MaineSan Pellegrino in Italy
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BrandingPerrier celebrity usageEvians plastic bottleThe bottle in cold box
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IRONIES Majority of Fijis population have no safe water The U.S single biggest consumerAvailability of pure tap waterBlind taste tests- people couldnt differentiate between bottle water and tap water
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KEY POINTSSubstitution effectCrushable feelingPersuasion through affection - Fiji
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KEY CONCEPTSPerriers affective advertisingEvians cognitive advertisingHedonic luxuryUtilitarian - necessity
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INDIAN PACKAGED WATER NDUSTRYValued at INR $60 billionCurrent CAGR: 15%; Expected CAGR: 22%Increase of water purifiers poses a threatMaximum sale from retail sectorExpected to reach Rs. 160 billion by 2018
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Biggest consumer market RailwayTop 5 players in the market Bisleri, Kindley, Aquafina, Bailley, Oxyrich
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FACTORS LEADING TO GROWTH OF BOTTLED WATERRapid urbanizationSafety waterGovernments standards ISI on the label
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Key players
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Brands
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Bottled water in IndiaTo reach INR 160 Billion by 2018Growth factors:Unavailability of clean tap waterTourismHealth awareness
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REFERENCEShttp://bottledwaterindia.org/2013/06/05/how-plastic-bottled-water-is-harming-you-and-the-environment/http://www.business-standard.com/article/news-ani/india-s-packaged-bottled-water-industry-to-reach-rs-160-billion-by-2018-114050800490_1.html