| Bottled water and bottled water delivery has grown in | | | | contamination free water that tastes good. Purified |
| popularity in the Washington, D.C. metropolitan area in | | | | water based on a distillation/oxygenation process is |
| recent years. | | | | considered by many experts to be the highest quality |
| This popularity is due to a number of factors like poor | | | | best tasting water on the market today. The water is |
| municipal water quality and a growing awareness of | | | | 99.9% pure and, because of the addition of oxygen, it |
| the role of good health in modern living. In addition there | | | | has a fresh, light taste. |
| are a small number of high quality water suppliers who | | | | Â- Product features - Customers in the market |
| have adjusted their product and service offering to the | | | | are interested in product features that make the |
| unique needs of the marketplace. | | | | product safe and easy to use. Features such as spill |
| But marketing has come under attack by municipal | | | | proof caps, carrying handles and bottles made of safe |
| water suppliers and other groups who have a vested | | | | materials are required to be successful in the |
| interest in supplying lower grade municipal water. | | | | Washington, D.C. and Northern Virginia market. |
| Claims are made that bottled water is unregulated (not | | | | Â- Quality customer service - Many large |
| true for bottled water companies that engage in | | | | suppliers in the market give only lip service to the |
| interstate commerce) or that bottled water is often | | | | customer service needs of the customers and |
| nothing more than repackaged bottled water (partially | | | | respond slowly or not at all to customer requests and |
| true for even some large bottled water suppliers). | | | | complaints. However, there are good companies with |
| Criticism is also levied against spring water in bottles | | | | a culture of customer satisfaction that meets the |
| because of contaminated spring water due to industrial | | | | needs of the market place. |
| and organic pollution. | | | | Â- Supplier integrity - Some suppliers in the |
| These critical statements about the use and misuse of | | | | market offer low loss leader pricing coupled with a |
| bottled water marketing however are superficial and | | | | long term contract and penalties for cancellation. At |
| do not examine the real role of proper bottled water | | | | best this unfair to the consumer and at worst this |
| marketing. In essence marketing is nothing more that | | | | practice is unethical. Consumers are urged to choose |
| identifying and segmenting consumers with shared | | | | a water supplier with fair prices and without hidden |
| desires and needs and preparing strategies to meet | | | | charges. |
| those shared desires. Done right, marketing is more | | | | Â-Community support- Look for a company that |
| than spin, hype or puffing and true marketing benefits | | | | includes giving back to the community as part of its |
| all involved. | | | | culture. Many companies are interested in selling |
| Proper marketing of bottled water products must, at a | | | | products only to the community and do not support |
| minimum address the following needs in the market | | | | community events or charities. Some suppliers, |
| place. | | | | however, participate in supporting the Washington and |
| Â- Water quality - Since municipal water is | | | | Northern Virginia community events as a matter pf |
| terrible in both level of contaminants and odor and | | | | policy. |
| taste, bottled water suppliers must produce | | | | |