| Bottled water and bottled water delivery has grown in | | | | many experts to be the highest quality best tasting |
| popularity in the Washington, D.C. metropolitan area in | | | | water on the market today. The water is 99.9% pure |
| recent years. This popularity is due to a number of | | | | and, because of the addition of oxygen, it has a fresh, |
| factors like poor municipal water quality and a growing | | | | light taste. - Product features - Customers in the |
| awareness of the role of good health in modern living. | | | | market are interested in product features that make |
| In addition there are a small number of high quality | | | | the product safe and easy to use. Features such as |
| water suppliers who have adjusted their product and | | | | spill proof caps, carrying handles and bottles made of |
| service offering to the unique needs of the | | | | safe materials are required to be successful in the |
| marketplace. But marketing has come under attack by | | | | Washington, D.C. and Northern Virginia market. - Quality |
| municipal water suppliers and other groups who have | | | | customer service - Many large suppliers in the market |
| a vested interest in supplying lower grade municipal | | | | give only lip service to the customer service needs of |
| water. Claims are made that bottled water is | | | | the customers and respond slowly or not at all to |
| unregulated (not true for bottled water companies that | | | | customer requests and complaints. However, there |
| engage in interstate commerce) or that bottled water | | | | are good companies with a culture of customer |
| is often nothing more than repackaged bottled water | | | | satisfaction that meets the needs of the market place. |
| (partially true for even some large bottled water | | | | - Supplier integrity - Some suppliers in the market offer |
| suppliers). Criticism is also levied against spring water in | | | | low loss leader pricing coupled with a long term |
| bottles because of contaminated spring water due to | | | | contract and penalties for cancellation. At best this |
| industrial and organic pollution. These critical statements | | | | unfair to the consumer and at worst this practice is |
| about the use and misuse of bottled water marketing | | | | unethical. Consumers are urged to choose a water |
| however are superficial and do not examine the real | | | | supplier with fair prices and without hidden charges. |
| role of proper bottled water marketing. In essence | | | | -Community support- Look for a company that |
| marketing is nothing more that identifying and | | | | includes giving back to the community as part of its |
| segmenting consumers with shared desires and needs | | | | culture. Many companies are interested in selling |
| and preparing strategies to meet those shared desires. | | | | products only to the community and do not support |
| Done right, marketing is more than spin, hype or puffing | | | | community events or charities. Some suppliers, |
| and true marketing benefits all involved. Proper | | | | however, participate in supporting the Washington and |
| marketing of bottled water products must, at a | | | | Northern Virginia community events as a matter pf |
| minimum address the following needs in the market | | | | policy. Washington D.C. and Northern Virginia represent |
| place. - Water quality - Since municipal water is terrible | | | | vibrant, growing communities that are health and family |
| in both level of contaminants and odor and taste, | | | | oriented. Pure water is a part of this lifestyle. If you are |
| bottled water suppliers must produce contamination | | | | choosing a water supplier, pick one that markets |
| free water that tastes good. Purified water based on | | | | honestly and fairly and meets your needs. |
| a distillation/oxygenation process is considered by | | | | Marcus Stout is President of Element H2O. |