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In 2014, bottled water consumption within the U.S. was around 34 gallons per person. As a beverage category, bottled water represents more than $150 billion in global annual sales. This beverage category has grown at an impressive rate. The success of this product represents a success for marketing. In this assignment, you will examine the reasons for its success.
1. Describe the target market for bottled water. How does bottled water create value for target market consumers?
2. Examine the marketing mix elements. Discuss the product, price, distribution, and promotion for this product category. How did each element contribute to the success of this product category?
3. Bottled water has come under attack from environmental groups for the amount of waste created by the bottles. How do you feel this concern about packaging waste will impact sales? How could the marketing mix elements be used to address this concern?
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