The expansion of products into overseas markets is a commonly used method for businesses to increase revenue; however, the latest product within the bottled water industry, Bling H20, is making headlines as this product sells at the starting price of $45 US. If this product were to hit the shores of Australia, the potential target market would be those who come from a high socio-economic class along with a selected amount of businesses and also the entertainment industry.
The ideal target market for Bling H20 would be those who fall into the age bracket of 16 to 36 years of age, more specifically these consumers would have a medium to high level of disposable income as this target market would be purchasing this product due to the fact that the issue of money is not of a big concern, in saying that, this may not always be the case as people within this age bracket may earn far less money but may buy Bling H20 for the novelty of the product or even as a one of purchase which can be used for decorative purposes.
The issues of psychological issues regarding status, attitudes, values and lifestyle are all universal between both genders hence Bling H20 would not be gender bias. In order for Bling H20 to sell, this product would mainly be sold in areas where the population is dense such as capital cities and rather than rural areas and remote towns. Targeting these major cities would be effective due to the fact that people from urban areas are more socially aware as a result of marketing and word of mouth.
As previously stated, this product would be a hit in the entertainment industry where adults who go out on special occasions may buy this product due to the fact that they have an excess in funds in which they can afford to purchase such an item. This positioning of this product has allowed for consumers to be conscious that this product has a reputation which has started from the stars of Hollywood and now global. A survey was carried out by “www. choiceextra. com. au” where individuals commented on the bottled water industry in Australia.
Out of 612 people who were surveyed, 24% claimed that bottled water is less likely to contain harmful contaminants, 16% believe it tastes better then tap water, 8% alleged that there is a lesser chance of containing harmful chemicals, 29% simply bought bottled water for convenience and the last 22% just bought bottled water because of the useful refillable bottle. To comment on the water bottled water industry “www. smh. com. au” believe that this industry has grown by 20% within a year, whereas the soft drink sector only grew by a poor 5% in comparison to bottled water.
The leading brands in this growing industry within Australia are Mount Franklin and Pump who are both owned by Coca Cola Amatil making up 17% of the local market. “www. bottledwater. org. au” have commented on who the main consumers in Australia where they claimed that through market research they have found that bottled water is purchased people of a large variety of age groups although the majority tended to be young singles and couples between the ages of 14 and 35 years of ages but particularly females.
In general, those who purchase bottled water have been described as being more health conscious and socially aware which is correct as people are now concerned with Australia’s obesity rate, where one in two adults are overweight. An ethical concern associated with this Bling H20 is that this product promotes and condones materialism as the creator, Kevin G Boyd, stated “you could tell a lot about a person by the bottled water they carried” although the summary of Bling H20 on their official website states, “But it’s not for everyone, just those that Bling.
This point shows that this product is all about the image and the status which is associated with it which could be this product’s downfall if it were to reach Australia as this is not the average Australian’s mentality or mindset. The advertising used by Bling H20 is unethical as there what seems to be a naked lady with a beautiful tan clamping the bottle of H20 between her buttocks and heel but after close analysis, this model is wearing a bikini made of crystals, this implies that all the model needs is “Bling”.
Taking advantage of the fact that sex sells, Bling H20 have utilized this and consumers have deemed this technique to be sexist. Bling H20 also touched upon the ethical issue of the creation of needs, where this product would normally not be even considered by consumers where all of the sudden through building hype, men and women across the world are brainwashed into buying such a dear product which is only extravagant on the outside, however on the inside is another story seeing as though tap water within Australia is of high quality in most states.
In defence of this product, before these stylish bottles are filled up, the water which derives from the springs Tennessee must go through a “nine step purification process that includes ozone, ultraviolet and microfiltration. ” To support this product furthermore, Bling H20 bottles are reusable and are also environmentally friendly. Instantly, the image which is portrayed by Bling H20 is that of status, glamour, attention and also gives the consumer the idea that they are some what on the level of Hollywood celebrities.