The market for bottled water has become the most dynamic sector in the universe of soft drinks, and happens to be a large market, consisting of several products with different features and functions.
Mineral water and spring water are distinguished on the water market. Mineral water is recognized to be beneficial to health as the water source refers to water from the ground that is unpolluted and suitable for human consumption.
There are two segments of the market for bottled water: plain water and carbonated water. In the flat water segment, there are two segments which are flat water and flavored flat water. It's the same for sparkling water which contains water that is naturally carbonated and flavored sparkling water.
The water market has evolved considerably and only in recent years that one is witnessing the phenomenon of flavored water, which appeals mainly to children but also satisfies adults.
It is difficult today for a new company to enter the water market because consumers already have their favorite brands that are recognized through out France. Evian, Contrex, Vittel and Volvic for example are the leading brands on the market for bottled water and are a popular choice with the French people. It would be difficult for a new entrant in the market to dethrone these popular well established brands.
Moreover, it would also be difficult to produce substitutes for water is a basic product for the consumer and therefore always find an application. Other retailers sell bottled water in marginal volumes. They buy from wholesalers in beverages which are intermediates for small and medium-sized catering companies.
The negative demand is rare on the market for water, because bottled water is not generally avoided by users. The only sources of resistance may be the fact that people already have a very good source to tap water from home. Some people are reluctant because they have an image of bottled water already treated and therefore of poorer quality than the water source.
The marketing department must take responsibility to better inform customers about the water in the bottles.
The water market has many opportunities and companies must also know the threats by attracting more customers and keeping them loyal through lower prices, for example, or various offers to avoid them to go to competitors. They must also make sure to sell more in winter and maintain or increase sales in summer. This is where the marketing department should assist.
Tags: Mineral Water, market for bottled water, business opportunities
[...] Consumers which leads to a preference for bottled water than tap water. The water market has many opportunities and companies must enter them using the marketing department. However, companies also need to know the threats by attracting more customers and keeping them loyal with lower prices, for example, or various offers to avoid them going to competitors. They are also obliged to sell more kinds of water and maintain or increase sales in the summer. This is where the marketing department should help the companies. [...]
[...] • In large groups, the strength of Nestlé and Danone is reflected in their market share by value and volume. But they know their weaknesses all the same, as their weight is moving down (either by value or volume). Meanwhile, the groups Neptune and MDD are low due to their small market share but are still forces as their weight is increasing (especially for MDD). Leaders hold key water brands sold in the French market. They generate large sales volumes, but their market share has weakened with the breakthrough of waters with first prizes and MDD. [...]
[...] This means that the product is sold at a price higher. Thus they sell more but earn less profit. C. Sector Study Today it is difficult for a new company to enter the water market because consumers already have their favorite brands that are recognized throughout France. Indeed, Evian, Contrex, Volvic and Vittel, are famous in the market for bottled water. They are known by all the French and would struggle to resist being dethroned from their leadership positions by potential entrants. [...]
[...] The environmental variables Geographic variable: The market for bottled water is present throughout France as it is a product of prime necessity, required by the consumer. Economic variable: While some companies tend to lower their prices to sell more, the price of water has increased significantly in recent years. Variable climate: The water market is highly dependent on climate. Indeed, the hotter the climate is, the more people consume water. Thus it is in summer or in the south that water is the most consumed. [...]
[...] The market for bottled water (2005) I. The general market trends A. Product Overview The market for bottled water has become the most dynamic sector of the world of soft drinks, and happens to be a very large market composed of several products with different features and functions. • Characteristics: Mineral water and spring water stand out on the water market. Mineral water is spring water recognized as beneficial to health while spring water means the water from groundwater which is unpolluted and fit for human consumption. [...]
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