MESSAGE IN A BOTTLE

by Group 7

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

Overview3 kinds of water drinkers:Water pure-fectionist (high involvement, cognitive)Water explorer (low involvement, innovators)Image seeker (hedonic)Struggler (laggards)

ECONOMIC & PSYCHOLOGICAL ASPECTS

ECONOMICPSYCHOLOGICALEnvironmental pollution

Value for money

Job creation

Taste

Status symbol

Health benefits

Convenience

BENEFITS

HEDONICUTILITARIANSatisfaction for senses FunctionalPleasureStatus SymbolGood for healthConvenience - Can carry easily

PerrierConsidered as a beverage3 part strategy:Bottle water->exclusivityConnected to healthCelebrity association

Perrier presentation

Production unitsFijiPoland Spring in MaineSan Pellegrino in Italy

BrandingPerrier celebrity usageEvians plastic bottleThe bottle in cold box

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

KEY POINTSSubstitution effectCrushable feelingPersuasion through affection - Fiji

KEY CONCEPTSPerriers affective advertisingEvians cognitive advertisingHedonic luxuryUtilitarian - necessity

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

Biggest consumer market RailwayTop 5 players in the market Bisleri, Kindley, Aquafina, Bailley, Oxyrich

FACTORS LEADING TO GROWTH OF BOTTLED WATERRapid urbanizationSafety waterGovernments standards ISI on the label

Key players

Brands

Bottled water in IndiaTo reach INR 160 Billion by 2018Growth factors:Unavailability of clean tap waterTourismHealth awareness

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