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