Marketing Success - Research Paper Example

Marketing Success Target Market The bottled water market segment in United States has grown rapidly in the last few years. Target market for the bottled water can be subdivided into two groups such as those individuals belonging to minority groups and people who are health conscious. Often youth belonging to low income segment are the ones who desire for such products. On the other hand parents in minority groups in United States prefer to purchase bottled water for their children over tap water.

Individuals who are health conscious and do not prefer soda or carbonated drinks can be considered to be target audience for the product (Whitman, 2014). There can be high value created by the product for target consumers in terms of quality and price. Hygiene is an important factor in any form of consumption which will be maintained in the bottled water products. On the other hand it will be affordable by all income groups and will eliminate the risk associated with consuming normal water. Value creation will also be done by not creating any negative impact on the environment.

Marketing Mix Marketing mix comprises of four important elements such as product, price, promotion and place. The product majorly represents mineral water which will be passed through various stages so as to ensure its level of quality. Packaging of the product will be dependent on prices as there will be bigger sized bottles, medium sized bottles and small sized bottles. Prices of the product will vary from $3 to $6. Low prices will be a unique selling proposition for the bottled water. The product will be manufactured in factories which will be then stored in nearby warehouses.

There will be third party logistic systems utilized to transport bottled water products to respective retailers. These retailers will then promote the bottled water products on their stores so that it can reach the end users. Promotion will be done through traditional media such as TV, newspapers, radio, etc. Along with that social media will also be used to promote the product so that message of “pure water” can be communicated across large base of customers. Each of these elements will contribute towards product success as they all highlight the quality assurance of product along with its low prices.

Environmental Concerns The packaging waste is a major area of concern for these bottled water products. It can be stated that this can have a major impact on product sales. This is because if environmental impact keeps on increasing then less number of products will be manufactured due to restrictions. On the other hand if product supply is less in comparison to demand than sales margins will be reduced. Majority of customers are more inclined towards factors related to environmental concern.

It can be stated that if such an issue related to packaging arises than it can have a direct impact on consumer behavior. The major factors of marketing elements which can be used are pricing and promotional message. There are elements such as “pure drinking water” available at affordable prices which can be utilized to counteract such environmental issues. Reference Whitman, E. (2014). U.S: bottled water companies target minorities, but so do soda firms. Retrieved from: http://www.ipsnews.

net/2011/11/us-bottled-water-companies-target-minorities-but-so-do-soda-firms/ .