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Brand Perception and Reality on Deer Park Water

Krysta Hopkins-Sauro

History

In 1873 the Deer Park Hotel served its own water to traveling visitors

Overtime they added "natural springs" to their amenitites

They started bottling water from the nearby Boiling Spring

By 1905 they started serving it on their trains and bottling it for people.

http://www.deerparkwater.com/

Where their springs are located

13 Springs in total along the Eastern Seaboard

What it looks like now

Where their springs are located

13 Springs in total along the Eastern Seaboard

http://www.deerparkwater.com/

Industry Numbers

Found that 65.5% of the industry was still water

This helped correlate Deer Park Water to the industry of bottled water

http://clients1.ibisworld.com.pitt.idm.oclc.org/reports/us/industry/majorcompanies.aspx?entid=286#MP9051

Industry Sales and Profits in Millions

Industry Sales and Profits in Millions

http://clients1.ibisworld.com.pitt.idm.oclc.org/reports/us/industry/majorcompanies.aspx?entid=286#MP9051

Deer Park Water Sales and Profits in millions

http://clients1.ibisworld.com.pitt.idm.oclc.org/reports/us/industry/majorcompanies.aspx?entid=286#MP9051

Brand Market Share

Brand Market Share

Deer Park owned by Nestle= 30.3%

Aquafina owned by PepsiCo= 29.7%

Dasani owned by Coca-Cola= 29.1%

Great Value owned by Walmart= 1% or less

http://clients1.ibisworld.com.pitt.idm.oclc.org/reports/us/industry/majorcompanies.aspx?entid=286#MP9051

Deer Park products

Deer Park products

Deer Park Water Bottle

Deer Park Water Bottle

Size: 12 oz Product Type: B2C and B2B

Product Strategy: Market Development

Target: Higher class families Point of Difference: Spring water

Frame of Reference: All companies that produce water products

Producer--> Consumer

Producer--> Wholesaler--> Retailer--> Consumer

Intensive Distribution Strategy

https://www.deerparkwater.com/products/

Marketing Communications

Promotional Items: Coupons

Social Media: Facebook, Instagram, Twitter and Youtube

Commerical: https://video.search.yahoo.com/yhs/search?fr=yhs-Lkry-SF01&hsimp=yhs-SF01&hspart=Lkry&p=deer+park+commericals#id=1&vid=8fba56d004586e971376416b05d7f3ad&action=click

Aquafina Water Bottle

Aquafina Water Bottle

Size: 12 oz

Product Type: B2C & B2B Target: Higher class families

Frame of Reference: All companies that produce water products

Point of Difference: Cleaner and purer kind of water

Product Strategy: Market Development Producer--> Consumer

Producer-->Retailer-->Consumer

Intensive Distribution Stategy

Aquafina Marketing Communications:

Promotional Items: Coupons online

Social Media: Twitter, Youtube and Facebook

Commerical: https://www.youtube.com/watch?v=cbvGgRK7tMc

Great Value Water Bottle

Great Value Water Bottle

Size: 12 oz

Product Type: B2C Convenience Target: lower class families

Frame of Reference: all companies that produce water products

Point of Difference: prices very low compared to competitors

Product Strategy: Market Penetration

Distribution: Producer (Walmart)--> Consumer

Exclusive Distribution Strategy

Great Value Marketing Communications

Promotional Item: No coupons just on display at walmart

Social Media: On Walmarts website

Commerical: No Commericals have been done

Pricing (per case)

Pricing (per case)

Deer Park & Aquafina were equal in price

Great Value was the cheapest

Product Positioning

Product Positioning

94 Respondents

60 were women

34 were men

To the right are the results and they were ranked from 1 being the worst and 5 being the best

Deer Park won in Quality

Aquafina won in Price

Positioning Map

Positioning Map

Compared Price and Taste

Production Map

Production Map

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