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By:

A.Nag.MallickArjun

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Various brands of Bottled water

EVIAN French Mineral Water (Danone) PERRIER Mineral Water (Nestle)

Vittel French Mineral Water (Nestle)

Volvic French Mineral Water (Danone) Arrowhead mountain spring water

SAN PELLEGRINO

Contrex (Nestle)

COURMAYEUR mineral water

SAN BENEDETTO mineral water

Badiot (Danone)

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Price Variations

PERRIER Mineral Water= $18= 7.8 Euro

EVIAN French Mineral Water= 9.24 Euro

Contrex = 9.43 Euro

Vittel French Mineral Water = 9.25 Euro

Volvic French Mineral Water= 9.11 Euro

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DasaniDasani is a brand of bottled water from the Coca-

Cola company, launched in 1999, after the success

of Aquafina (produced by Coca-Cola-rival PepsiCo).

It is one of many brands of Coca-Cola bottled watersold around the world.

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Coca-Cola uses tap water from local municipal water

supplies, filters it using the process of reverse

osmosis, and adds trace amounts of minerals,including magnesium sulfate (Epsom salt), potassium

chloride and table salt (sodium chloride).

Regular Dasani water comes in the following sizes: 12

oz; 20 oz; 24 oz 'Sports Cap Bottle'; 1 L; 1.5 L; 300mL; 12 oz fridge pack; 500 mL 6, 12, 24, and 32-

pack; and the 24 oz 6-pack.

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Technology Reverse osmosis (RO) is a membrane-

technology filtration method that removes many types of

large molecules and ions from solutions by applying

pressure to the solution when it is on one side of a

selective membrane. The result is that the solute is

retained on the pressurized side of the membrane and the

pure solvent is allowed to pass to the other side. To be

"selective," this membrane should not allow large

molecules or ions through the pores (holes), but should

allow smaller components of the solution (such as the

solvent) to pass freely.

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There are 4 ingredients in Dasani

bottled water:water, magnesium sulfate,

potassium chloride, salt

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What do the French Look for?The French, just like a lot of Europeans,

have been drinking various bottled

mineral waters for years. There aredozens of popular brands include Badoit,Contrex, Evian, St. Yorre, and Perrier.Each has a different taste.

Sant - Health. la vtre - To yours, meaning to your health.

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According to the Centre d'Information sur l'Eau (CIEAU)residential water use in France is for the following uses:

39% for baths and showers

20% for toilets

12% for washing clothes

10% for washing dishes

6% for food preparation

6% for other residential uses

6% for outdoor uses (lawn watering and washing cars)

1% for drinking

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How did the fiasco start?

The source of the Dasani brand water was in fact treated tap water from Sidcup, a

suburban development in London. By early March 2004, the mainstream press hadpicked up on the storyand it became widely reported that Sidcup tap water was being

treated, bottled and sold under the Dasani brand name in the UK.Although Coca-

Cola never implied that the water was being sourced from a spring or other natural

source, they marketed it as being especially pure

UK authorities found a concentration of bromate, a suspected human carcinogen, inthe product that could be considered harmful if consumed in large quantities. Coca-

Cola immediately recalled half a million bottles and pulled the Dasani brand from

the UK market. Shortly after, plans to introduce the brand to Continental Europe

were announced to have been cancelled as well. Bromate was not present in the

water before Coca-Colas treatment process. During that process the bromate was

produced from the waters bromide.

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Why did Dasani Failed?

The product:Purified tap water with added minerals can be termed as a substandard productin a highly sophisticated and well-informed market of bottled water.

The preparation: It is clearly visible from the case that Coke saw Europe and the UK as ahuge opportunity area and pounced over it to precede Aquafina without any concrete

research or prior preparation. There was no test marketing done to find out or anticipate the

response of potential consumers.

Lack of transparency and misleading communication: The brand was positioned asNatural, Pure Mineral Water which wasnt true, the company had to backtrack on its

positioning when it was discovered by FSA and lost face in public.

High price and unjustified profit margins: As mentioned in the case the price of original

source of water per bottle was hardly 0.03p and it was sold at 95p, this meant a mark up ofover 3000%.

Antagonised retail partners: Coke tried hard to bully retailers for not stocking other localbrands of bottled water but it backfired and further complicated the matter for Dasani.the

stocks from market within 2 months of their launch

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The brand managers of Coke relied on Aamir

Khan to reaffirm customers faith in the brand.In this advertisement. The brand communicationwas expected to be effective since Aamir Khan isa popular actor and his testing to the safety of the

product was expected to have a reassuring effecton the customers reassured.

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1. Do not compromise with product quality at any cost.

2. Carry out enough research to understand the market, competitors andthe customers before launching the product.

3. Test market the product before the launch

4. Maintain high level of transparency and avoid misleading and overpromising communication

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5. Always be responsive and proactive to criticism.

6. Prepare a contingency plan and avoid delayed reactions.

7. Do not exercise power or threat against the stakeholders

(retailers).

8. Acknowledge the mistake rather than confronting it.

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Thank You