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Mineral Water

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by

Calvin Yeap

on 14 October 2014

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Transcript of Mineral Water

Mineral Water
Thanks for listening!!
Introduction
Bottled water has been the world's most consumed beverage since the 1980s
Production of water uses 3 times the amount filled
Water is essential for hydration
Brand
Mount Franklin key to success: Powerful brand
Brand awareness
Survey results
Mount Franklin
VOSS

Established in 1998
Partnerships
Charity work
Pump
Brief Background
Australia's second leading water brand
Reputation
Imported Artesian water from Norway
Reputation
Extreme Pricing
Pricing
Mount Franklin
Random pricing
High Volume sales
Brand reputation
$3.65 per litre
VOSS
Prestige pricing strategy
Perceived as a luxury good
Veblen goods
Strict pricing
$5.65 per litre
Pump
Uses random pricing
High price compared to competitors
$4.00 per litre
Consumers are willing to pay different prices to consume the same good
Pricing Strategy
Consumer Behaviour
Why do we buy water?
Bottled water is convenient
Buying bottled water is a habitual decision
Philanthropy Work
Mount Franklin
Easy crush water bottle
Promotes recycling
Involvement with breast cancer
Pump
Targets athletes and sportsmen
Packaging
Pump water also offers a variety of flavors
VOSS
Status and exclusivity
Still or Sparkling
The bottle
By:
1)Teresa Kashaba
2)James Bentley
3)Paul O'Sullivan
4)Jack Mahon
5)Calvin Yeap
Recommendations
Explore new market segments
Switch to recyclable materials
Improve customer services
Product
Innovation and creativity
Brand Image and Advertising campaigns
Adapting to its consumers needs
In Depth - Mount Franklin Product
Synopsis - Product
Pump
Convenience
Mount Franklin
Mainstream
Prestigious & Luxury
VOSS
Full transcript