Report of bottled tap water on the US market

Thèmes abordés

bottled tap water, US market, Volvetian

Résumé du document

We are a big brand of bottled water "Volvetian" and we want to launch a brand of tap water named "Acquasana" (an Italian word), which means healthy water in English. We plan to launch our brand on the US market.
We want a premium quality for our bottles so we select an Italian word to differentiate, to magnify our brand because Italian water is very popular for his good quality, it's a branding strategy.

To dissociate our brand to the others, we opt for a special logo with colors ever more blue because blue is associated to refreshing, trustworthiness, serenity, security, sea and water. And also white because it refers to purity, cleanliness. The bottle colors will be all red for strawberry, pink for raspberry, yellow for lemon and purple for grape for instance.

Extraits

[...] We plan to launch our brand on the US market. We want a premium quality for our bottles so we select an Italian word to differentiate, to magnify our brand because Italian water is very popular for his good quality, it's a branding strategy. To dissociate our brand to the others, we opt for a special logo with colors ever more blue because blue is associated to refreshing, trustworthiness, serenity, security, sea and water. And also white because it refers to purity, cleanliness. [...]

[...] The Food and Drug Administration (FDA) sanctioned the use of bromated before the Delaney clause of the Food, Drug and Cosmetic Act which bans potentially carcinogenic substances went into effect in 1958. So, we didn't know that it will be a health issue. We didn't try to bypass the law. Secondly, we will pull all our bottles off UK shelves and we'll pay back all our consumers who bring back our (full) bottles water to assure our after sales service. And finally, we will stop the production of the water and try to fix the problem changing the components. We didn't want to betray and deceive our consumers. [...]

[...] We'll try to do our best to don't reproduce the same mistakes in the future. To conclude, the US market seems a good market to launch our tap water brand because of the large population, the fact that American people are more conscious about their weight and their health. But the bromate problem with the word of mouth is a bad publicity for us and our trustworthy in the US market. We will try to relaunch the Acquasana brand in a near future and this time to succeed in launching our bottled tap water. [...]

[...] Moreover the country is still ready to “welcome us “because US bottle water consumption is increasing. Now, we will do a SWOT analysis to identify the internal and external factors that are favorable and unfavorable to achieving the launch of our bottle tap water. SWOT ANALYSIS Strengths: Water means purity Good for health Various flavours with low calories Everybody can be targeted (any agerange) Opportunities: Health consciousness Market in expansion in the US Target kids Weaknesses: Bromated (risks of cancer) Trustworthy betrayed ( risk of impact the entire range), it will backfire the brand image Threats: Branding problems, our brand isn't known on the US market US water's consumption (they are used to consuming sodas) Highly competitive market As we can see, launching a brand of water is an advantage because people thinks about purity, it's good for health and everybody can drink it. [...]