Marketing Bottled Water For Success

  • Weak economies are causing consumers to tighten up on luxury spending. Families are reconsidering what is and is not essential regarding purchases that meet basic needs, but also provide some comfort at the level they are accustomed to living. Some items being considered, and reconsidered, are those that meet a basic requirement but also raise the standard of living. Food is necessary, but eating out nightly is not. Shelter is necessary, but a family of 3 living in a 4,000 square foot home is probably not. Water is necessary, but purchasing food thermos container is not. As consumers consider their options for acquiring water, from the tap, bottled, delivered, filtered, and other options such as vitamin enriched and flavored, the future of the bottled water industry may be on treacherous ground. Considering the improvements made to reduce the negative impact bottles make on the environment, and the vitamin-enriched and flavored options, the bottled water industry will likely be productive for the next five years.

    One of the biggest hurdles that bottled water companies need to overcome is the physical impact their bottles make on the environment. Even the most environmentally unaware consumer has reason to wonder how long the bottles sit in landfills. An abundance of commercials on behalf of the major competitors for bottled water, being city purified tap water, faucter filters and filter pitchers such as the Brita water filters, has informed most consumers that the mugs / tumblers their water comes in stays in landfills for decades. In a world focused on a depleted ozone layer, global warming, and increasing natural disasters, environmental concerns take the forefront in many decisions.

    Marketers for bottled water companies can easily target the availability of recycling of their bottles. Additionally, alternatives to the plastic bottle can be considered, including glass bottles, or bottles manufactured from recycled materials, in an effort to appease the environmentally conscious. In fact, it has been shown that water requires little industrial intervention before bottling, unlike sodas which involve a combination of various chemicals and resulting in by-product emissions. Therefore, when compared to other prepared and packaged beverages, thermos mugs has the lightest environment impact, second to tap water which involves no bottling function. (PR Newswire, 2010, 1)

    In fact, sports drinks and sodas "produce nearly 50% more carbon dioxide emissions per serving than bottled water" and "juice, beer, and milk produce nearly three times as many carbon dioxide emissions per serving as bottled water." (PR Newswire, 2010, 4) Marketing for bottled water over the next five years should not only focus on these findings, but also offer recycling options through water bottlers so they can take a proactive approach to utilizing recycled materials in their product. This will enhance stainless coffee mugs as an environmentally sound option for those who enjoy the convenience of the packaging over hauling around a filtration system.