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The story of bottled water

Group2Eszter Boda

Diana DAvino

Antonio GriecoChia-chieh Chang

Ron Lee

Deepak Yadav

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The issue of interaction

between political and economicpower

DEMOCRACY

Rule of majority

egalitarian principles

redistribution of wealth issue

right to tax profits by exploiting

of public good

MARKET

Performance criteria

Individuals meeting their needs

for goods and services

Private companies willing to

exploit public goods for profit

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Mineral and Thermal waters

features

Environmental relevance

Need of protection andconservation

Specific economic and

productive function

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Water and market

Water is not only a

physiological need

Difference between tap and

bottled water

Many different brands and

complex positioning

Huge investments in terms of

image and reputation

Strict laws and regulations

Need to safeguard the

consumers

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Why not to drink a fresh glass

of tap water?

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Market-driven or Driving market ?

From market-driven approach

Identify, learn and adapt the market: healthy, pure and convenient.

Players in bottled water industry: company, manufacturer, distributor, retailer.

Shape the market structure: Construction

New players: fashion & design and scientific research group

To create and deliver the needs of particular customer

Shape the market behavior

1. Create new customer preference

Safer and of higher quality than tap water, and a healthful alternative beverage tosoft drinks or alcohol

2. Reverse existing customer preference

Bottled water has better taste and nutrition, and tap water is too raw to drink

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Agency Controversy

Importance ofAgencement

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How to build value proposition

Adaption of the service dominant logic

What can create value:

In the beginning: functional characteristics

Now: psychological components

Significant role of branding and advertising

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Iconic Brand - Evian

Video Clip from Evian.com stressing Natural Purity & Origin

Hydro-geologist to support authenticity

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Why is Evian Iconic?

History & Culture portrays authenticity

Symbolism & Narrative Myth

Curative QualitiesUntouched by Man,

Perfected by Nature

Authenticity as Self-expression:

I like this because Im like that

Stylistic Consistency no other

variations

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Sociology of Translation?

A series of transformation and understanding

Safety and Quality

Natural orArtificial

Healthy and Wealthy

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First is the neglect of Tap water

Illusion of bottled water superiority

Drinking water became a socialphenomenon

Healthier > other beverages

Convenience

Status?

Model of Interessement

success of the industry

Model of Diffusion?

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Actor who particularly legitimate

Strategic legitimacy of a company

reflects on the way in which a given

organization will provide influence on

the public opinion and through clever

marketing and use of symbols will win

over consumers

Evian: recognized internationally for

the objectively beautiful

advertisements

One of their recent products (which nodoubt garners an even greater profit

margin than the drinking water bottles

themselves) as an aluminum bottle

containing water- not for drinking, but

for spraying as a refresher on the face

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Actor who suffering from a lack of

legitimacy? Institutional legitimacy focuses on the

effects that the industry has on the sector,

consumer, and world.

Dasani had to rebrand itself after a

marketing fiasco when consumers

discovered that the water in the bottles isactually just bottled tap water that Dasani

purified

Rebranding solution: Dasani has

introduced the PlantBottle a fully

recyclable plastic bottle made partially fromplant material (Environmental Leader,

2009) in hopes of reinventing its image.

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What is the conception of business

reflected through the indicators used by

the key players?

Variety of reasons for choosing a brand: family

history, convenience, aesthetics

The 2011 Bottled Water Scorecard, a

comprehensive examination of the questions:

Where does the water come from?, Is it purified?

How? and Have tests found any contaminants?

Among the ten best-selling brands, nine don't

answer at least one of those questions.

18 percent of bottled waters fail to list the location of

their source, and 32 percent disclose nothing about

the treatment or purity of the water.

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Thank you for your attention!