Unify Water Marketing Plan
According to Euromonitor International, the sales of bottled water in the United States continue to rise every year with the largest volume of bottled water consumption in 2015 being 39.3 billion liters. There have been concerns in the bottled water industry concerning the added-value of such consumption. Nonetheless, consumers in the United States continue to embrace infused water (Euromonitor International, 2016). One of the key selling points for bottled water that has guaranteed its immense success in the non-alcoholic beverages industry is its natural, healthy attributes. The products exhibited in this industry include carbonated drinks, sports drinks, hot drinks, energy drinks, bottled water and fruit beverages. Consumers prefer the natural, healthy attributes of infused water compared to other types of soft drinks such as sports drinks and carbonates that have high levels of artificial sweeteners. Based on this understanding, Unify Water aims to appeal to the dedicated consumers of infused water in the United States and the world as a whole.
According to Postman, more than half of all Americans consume bottled water on a yearly basis. Moreover, women have a higher tendency compared to men to stay hydrated and constitute the majority of bottled water drinkers. The same survey evinces that nearly half of the American population aged 18 to 34 years do not think that their water is safe for drinking. Therefore, they consume bottled water regularly. Other studies relative to the consumption of bottled water are those of the younger and older generations of the United States. According to the demographics, due to the matured tastes of the older generation, they tend to prefer less caloric beverages. People are spending ten thousand times more per gallon for bottled water than for tap water. Moreover, the younger generation in the United States is increasingly becoming active and is beginning to discern the prominence of drinking infused water for better health and overall wellness (Postman, 2016). Unify Water aims to market its Aqua Blend brand to these target populations revealed in the demographic surveys to rubber-stamp its place in the industry as a leading health, nutrition and wellness company.
According to Euromonitor International, Nestle Waters North America still holds the leading position in the bottled water industry with the largest share of branded bottled water of 23% in the year 2015 off-trade value terms. The reason for its dominance in the industry is its emphasis on regional branding, that is, the company limits its focus on specific brands for specific regions. With catchy phrases such as “Water-life’s original ingredient”, Nestle Waters North America benefited from regional branding by promoting social causes pertinent to the community or region while emphasizing the fact that its water is naturally healthy (Euromonitor International, 2016).
Other leading brands in the bottled water industry include Pepsi’s Aquafina, Coca-Cola’s Dasani, Arrowhead, Poland Spring, Crystal Geyser and Deer Park among others. Unify Water