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The story of bottled water
Group2Eszter Boda
Diana DAvino
Antonio GriecoChia-chieh Chang
Ron Lee
Deepak Yadav
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The issue of interaction
between political and economicpower
DEMOCRACY
Rule of majority
egalitarian principles
redistribution of wealth issue
right to tax profits by exploiting
of public good
MARKET
Performance criteria
Individuals meeting their needs
for goods and services
Private companies willing to
exploit public goods for profit
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Mineral and Thermal waters
features
Environmental relevance
Need of protection andconservation
Specific economic and
productive function
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Water and market
Water is not only a
physiological need
Difference between tap and
bottled water
Many different brands and
complex positioning
Huge investments in terms of
image and reputation
Strict laws and regulations
Need to safeguard the
consumers
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Why not to drink a fresh glass
of tap water?
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Market-driven or Driving market ?
From market-driven approach
Identify, learn and adapt the market: healthy, pure and convenient.
Players in bottled water industry: company, manufacturer, distributor, retailer.
Shape the market structure: Construction
New players: fashion & design and scientific research group
To create and deliver the needs of particular customer
Shape the market behavior
1. Create new customer preference
Safer and of higher quality than tap water, and a healthful alternative beverage tosoft drinks or alcohol
2. Reverse existing customer preference
Bottled water has better taste and nutrition, and tap water is too raw to drink
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Agency Controversy
Importance ofAgencement
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How to build value proposition
Adaption of the service dominant logic
What can create value:
In the beginning: functional characteristics
Now: psychological components
Significant role of branding and advertising
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Iconic Brand - Evian
Video Clip from Evian.com stressing Natural Purity & Origin
Hydro-geologist to support authenticity
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Why is Evian Iconic?
History & Culture portrays authenticity
Symbolism & Narrative Myth
Curative QualitiesUntouched by Man,
Perfected by Nature
Authenticity as Self-expression:
I like this because Im like that
Stylistic Consistency no other
variations
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Sociology of Translation?
A series of transformation and understanding
Safety and Quality
Natural orArtificial
Healthy and Wealthy
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First is the neglect of Tap water
Illusion of bottled water superiority
Drinking water became a socialphenomenon
Healthier > other beverages
Convenience
Status?
Model of Interessement
success of the industry
Model of Diffusion?
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Actor who particularly legitimate
Strategic legitimacy of a company
reflects on the way in which a given
organization will provide influence on
the public opinion and through clever
marketing and use of symbols will win
over consumers
Evian: recognized internationally for
the objectively beautiful
advertisements
One of their recent products (which nodoubt garners an even greater profit
margin than the drinking water bottles
themselves) as an aluminum bottle
containing water- not for drinking, but
for spraying as a refresher on the face
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Actor who suffering from a lack of
legitimacy? Institutional legitimacy focuses on the
effects that the industry has on the sector,
consumer, and world.
Dasani had to rebrand itself after a
marketing fiasco when consumers
discovered that the water in the bottles isactually just bottled tap water that Dasani
purified
Rebranding solution: Dasani has
introduced the PlantBottle a fully
recyclable plastic bottle made partially fromplant material (Environmental Leader,
2009) in hopes of reinventing its image.
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What is the conception of business
reflected through the indicators used by
the key players?
Variety of reasons for choosing a brand: family
history, convenience, aesthetics
The 2011 Bottled Water Scorecard, a
comprehensive examination of the questions:
Where does the water come from?, Is it purified?
How? and Have tests found any contaminants?
Among the ten best-selling brands, nine don't
answer at least one of those questions.
18 percent of bottled waters fail to list the location of
their source, and 32 percent disclose nothing about
the treatment or purity of the water.
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Thank you for your attention!