Bottled Water vs. Tap Water
Marketing for Managers
The human body consists of 70% water. So it would be simple to say human beings need lots of water for nourishment and survival. It is suggested to drink at least 7 to 8 glasses of water per day to get the maximum benefit. Not so recently bottled water became a huge marketable asset. But why would something so simple be so marketable? Water can be accessed from home by simply turning on the faucet. Why would anyone pay $1, $2 or even $3 per bottle when tap water is at your fingertips?
As environmental concerns increase, we begin to worry about where our food and water come from. Pollution of our lakes and streams start us worrying about where our tap water comes from as well. Even though the city may pipe in the water from the lakes and streams, it is put through rigorous filtering and disinfecting as mandated by the FDA. But even though numerous studies are available online and in print that proves tap water is safe to drink and sometimes even better than the bottle, weary consumers refuse to believe that bottled water could be just as unsafe as tap. Marketing is the whole reason that bottled water is so popular. Many manufacturers of water market their product in a way that influences consumers to buy their product over tap water. They claim their product comes from a natural spring or from natural glaciers. But in reality, a large percentage of bottled water is actually just filtered tap water. Bottled water manufacturers present their product with words such as purity, safety and glaciers. They put pictures of looming mountains and sparkling springs, and use names such as Crystal Springs and Premium Spring Water. Poland Springs water uses a different tactic. They market their product by putting the focus on the environment. They advertise that their product containers are made of 30% less plastic, making it more environmentally friendly, thus making consumers that are...