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Marketing Strategy and Marketing Campaign of Alps Blue - Report Example

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This report "Marketing Strategy and Marketing Campaign of Alps Blue" formulate a well-planned marketing strategy for the launch of a new type of bottled water. The brand name is ‘Alps Blue’. The organization has decided to launch new bottled water in the market of China…
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Marketing Strategy and Marketing Campaign of Alps Blue
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Download file to see previous pages Looking at the above opportunities, the organization has decided to launch new bottled water in the market of China.
The product, mineral bottled water, will become in many sized as well as many variants. China has been chosen as the country for launching the mineral water bottle because of several reasons. China has the largest population in the world and the average per capita income has increased substantially over the past few years (Rapoza, 2013). Similarly, the global packaged drinking water market share of China has doubled in less than a decade, signifying a steep growth in the consumption of bottled water. Also, the total consumption volume of bottled drinking water has surpassed that of the United States (Rapoza, 2013). Below here is the monthly output as well as year on year growth of bottled water across China.
However, the scenario is different in terms of per capita consumption. The average per capital packaged water consumption across the globe is 30 liters and China is way behind the average consumption. Therefore, it can also be said that the penetration and usage of bottled water among Chinese consumers is lower compared to other highly populous and mature markets. This provides plenty of opportunities for the organization to launch and growth the product in this market (Rapoza, 2013).
Another important industry factor to be noticed is that almost all big brands available in the Chinese market are local. Some of the top brands which are leading the Chinese market are Master Kong, Nongfu Spring, Wahaha and Coca Cola as the only American brand.
Most of these brands are focusing on mineral and value-added packaged water products such as flavored water. Thus, it can be said that the water bottle brands present in China are not only focusing on distribution but also offering a unique variety of packaged water for higher brand value. The new product will be able to attract a new market through various strategies. ...Download file to see next pages Read More
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