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Copy of Kristal Water

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by

luis santos

on 24 January 2014

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Transcript of Copy of Kristal Water

Kristal is a bottled water, manufactured by a US company, Hamilton Food and Drinks Products (HFDP). According to HFDP, it comes from a spring deep under the rocks in Alaska, US. It is advertised as the purest water in the world. It has few minerals, and nothing is added to the water to change its taste. The water is targeted at people who want to have a healthy lifestyle.

Kristal was launched last year in California, US. It was advertised in health magazines with the slogan ‘there is no purer drink in the world.’ it is sold in clear glass bottles, in 1 litre sizes. Its price is $3, which is higher than most competing brands.

The brand name printed in large black letters on the label, with a picture of a waterfall. The water is available in delicatessens and health food shops


The brand name printed in large black letters on the label, with a picture of a waterfall. The water is available in delicatessens and health food shops


After six moth, it was clear that the product launch was a failure. Sales were 60% below forecast, and very few people knew that there was a new bottled water product named Kristal.

The Marketing Department interviewed members of the publics to find out what was going wrong.

Price Comparison


Market Share

Product Availability

Product:
Does the product need to be changed,
for example, offer it in a range of size?

Price:
Is the price correct?

Promotion:
Was it promoted in the correct way?
Is Kristal targeted at the right segment of
the market?

Place:
Is it being sold in the right places?

Our marketing plan

Sell water in every single market.
More promotion (Sings, Banners…).
Low Priceses.




Kristal
Alaska
Spring water
3%
7%
8%
55%
27%
Full transcript