Bottled water is water that is packaged in plastic or glass containers and is sold for human consumption. It is a popular beverage that is consumed worldwide, and it is often seen as a convenient and healthy alternative to sugary drinks or tap water. The market for bottled water is large and growing. According to data from the International Bottled Water Association (IBWA), global bottled water sales have increased steadily over the past decade, with sales in the United States alone reaching $18.5 billion in 2020. There are many different brands and types of bottled water available on the market, including spring water, purified water, mineral water, and flavored water. Let’s learn about ‘Target Market Of Bottled Water & Marketing Strategy’.
Target Market Of Bottled Water & Marketing Strategy: Target Market
There are many different target audiences for bottled water, as it is a widely consumed beverage that is popular among people of all ages and demographics. Some of the specific target audiences for bottled water may include:
- Athletes and outdoor enthusiasts: Bottled water is a convenient and portable source of hydration for active people and on the go.
- Health-conscious consumers: Many people choose bottled water as a healthier alternative to sugary drinks or soda.
- Travelers: Bottled water is a convenient and safe option for people who are traveling and may not have access to clean tap water.
- People who work outside the home: Bottled water is a convenient way for people to stay hydrated while at work or on the go.
- Children and teenagers: Bottled water is a popular choice among younger people as a healthier alternative to sugary drinks.
- Seniors: Some seniors may prefer bottled water due to concerns about the safety or taste of tap water.
Overall, the target audience for bottled water includes anyone who is looking for a convenient and hydrating beverage that is easy to carry and consume on the go.
1. Brand positioning
There are many different ways that companies in the bottled water industry can position their brands to appeal to specific target audiences. Some common brand positioning strategies used by bottled water companies include:
- Premium: Some companies position their bottled water as a luxury product, targeting health-conscious consumers who are willing to pay a higher price for a high-quality product.
- All-natural: Some companies position their bottled water as coming from a pure, natural source and highlight the absence of artificial ingredients or additives.
- Healthy: Some companies position their bottled water as a healthier alternative to sugary drinks or soda, and may feature low-calorie or electrolyte-enhanced options.
- Convenient: Some companies position their bottled water as a quick and easy source of hydration for people on the go, and may offer convenient packaging options like sports caps or single-serving bottles.
- Affordable: Some companies position their bottled water as a more affordable option for people who are looking for a hydrating beverage but don’t want to pay a premium price.
2. Product Innovation
There are many different ways that companies in the bottled water industry can innovate their products. Some common strategies include:
- New flavors: Companies may introduce new flavors of bottled water, such as fruit-flavored or vitamin-enhanced options, to appeal to specific target audiences or to offer something new and different.
- New packaging: Companies may innovate their packaging to make it more convenient or sustainable, such as using smaller, more portable bottles or switching to biodegradable or recycled materials.
- New sources: Companies may source their water from new, unique sources, such as glacial meltwater or underground aquifers, to differentiate their products from competitors.
- Improved filtration: Companies may invest in new filtration technologies to improve the purity and quality of their water and differentiate their products from competitors.
3. Marketing and advertising
Some common marketing and advertising techniques used by bottled water companies include:
- Television commercials: Companies may air television commercials to promote their products and reach a wide audience.
- Social media campaigns: Companies may use social media platforms like Facebook, Instagram, and Twitter to reach consumers and promote their products.
- Sponsorship deals: Companies may sponsor events or teams to associate their brand with a particular activity or lifestyle and reach a specific target audience.
- Print advertisements: Companies may place ads in newspapers, magazines, or other print media to reach specific target audiences.
- Promotional materials: Companies may use promotional materials like coupons, samples, or branded merchandise to encourage consumers to try their products.
4. Partnerships and collaborations
There are many different ways that companies in the bottled water industry can form partnerships and collaborations. Some examples include:
- Partnering with other brands: Companies may form partnerships with complementary brands, such as sports equipment manufacturers or snack companies, to cross-promote their products and reach a shared target audience.
- Collaborating with influencers: Companies may collaborate with social media influencers or celebrities to promote their products and reach a wider audience.
- Sponsoring events: Companies may sponsor events, such as music festivals or sporting events, to associate their brand with a particular activity or lifestyle and reach a specific target audience.
- Partnering with non-profit organizations: Companies may form partnerships with non-profit organizations to promote social or environmental causes and build brand awareness.
5. Packaging design
There are many different factors that companies in the bottled water industry consider when designing their packaging. Some of these factors include:
- Brand identity: Packaging design should reflect the overall brand identity and values of the company.
- Functionality: Packaging should be functional and practical, allowing the product to be easily opened and consumed.
- Sustainability: Some companies may prioritize sustainable packaging options, such as using recycled materials or packaging that is easier to recycle.
- Shelf appeal: Packaging should be visually appealing and stand out on store shelves to attract consumer attention.
- Target audience: Packaging design should be tailored to the specific needs and preferences of the company’s target audience.
6. Price promotions
There are many different types of price promotions that companies in the bottled water industry can use. Some examples include:
- Sales: Companies may offer discounted prices on their products for a limited time as a way to encourage consumers to purchase.
- Coupons: Companies may offer coupons or discounts to encourage consumers to try their products.
- Bundle deals: Companies may offer bundle deals, where consumers can purchase multiple products at a discounted price.
- Loyalty programs: Companies may offer loyalty programs or rewards programs to encourage repeat purchases and build customer loyalty.
Now We’ve learnt about ‘Target Market Of Bottled Water & Marketing Strategy’, The target market for bottled water is broad and includes people of all ages and demographics who are seeking a convenient and portable source of hydration. Companies in the bottled water industry use a variety of market strategies to promote their products and compete in the market, including brand positioning, product innovation, marketing and advertising, partnerships and collaborations, packaging design, and price promotions. These strategies are used to differentiate their products, build brand awareness, and drive sales among their target audience.