THE TARGET MARKET
- The target customers of Duo product line for PET bottles, are the major bottlers and leading manufacturers of closure caps
- This product line is targeted at the On-the-go and Single-serve water consumption categories
MARKETING CHALLENGES FACED BY THE WATER BOTTLERS
- The bottled water industry is a highly competitive market with low customer loyalty and challenging brand differentiation
- Companies are selling an almost identical product (water), using the same type of package (PET and glass bottles), with closure caps that are much like their competitors
- The bottlers are forced to spend large marketing budgets on branding, advertisements, revised bottle labels, new PET bottle molds, and new bottle caps
- Duo can enhance brand differentiation through innovation, promoting brand loyalty and attracting new consumers - resulting with market share gain
- Duo encourages recurring sales, as a result of faster bottle consumption. In addition, Duo can be marketed as a premium product improving profit margins
- Duo can be used to energize the brand images using terms such as "friends", "family" and "love", adding the "social dimension" to water drinking
