Dasani In the United States Coca-Cola sells more than twenty brands of bottled waters in 100 countries. The company announced the debut of new bottled water Dasani on Feb. 19, 1999 in the United States. Independent data for full-year 1998 showed Pepsi’s Aquafina as the number one water in C-stores, Evian was in number two spot. In supermarkets, Dannon leaded. Dannon is Evian’s stable-mate; both owned by French-based Groupe Danone.
Dasani has been a successful brand in the US. Soon after the lauch, Dasani became number two water in the United States (following Pepsi’s Aquafina)(http://en.wikipedia.org/wiki/Dasani).
Dasani Products Worldwide The Dasani unflavoured water is marketed as Cool, vibrant, refreshingly blue. DASANI is water — pure and essential. DASANI helps you embrace life with a fresh, optimistic outlook. As basic as breathing, DASANI quenches thirst naturally and deliciously. The water is sold in the following countries: American Samoa, Argentina, Bahamas, Barbados, Bermuda, British Virgin Islands, Canada, Cayman Islands, Chile, Democratic Republic of Congo, Djibouti, Dominican Republic, Ecuador, Egypt, Ghana, Guam, Guinea-Bissau, Jamaica, Kenya, Mariana Islands, Mauritius, Mozambique, Panama, Paraguay, Peru, Puerto Rico, Saint Maarteen, Suriname, Tanzania, Trinidad & Tobago, Turks & Caicos Islands, U.S. Virgin Islands, Uganda, United States and Uruguay (http://www.virtualvender.coca-cola.com/ft/index.j sp).
The Dasani brand also includes Dasani Flavors, natural flavoured sweetened water beverages, with flavours of Apple, Blackberry Pomegranate, Blueberry Raspberry, Citrus Blend, Floral, Grape, Grapefruit, Kiwi Strawberry, Lemon, Lemon Water, Lychee, Peach, Raspberry Water, Strawberry and Tangerine.
The Review on Relationship Between the Brand Equity and the Sales of Bottled Water Industry in Pakistan
This research basically pertains to find out the relationship between the brand equity and the sales of the product. The questionnaire was constructed and the pilot study using 15 respondents from ICBS was carried out to ensure that there were no confusions or ambiguities in the questionnaire. All ambiguities or confusions found were removed before administering the final questionnaire. The ...
The Dasani Flavors water is sold in Argentina, Canada, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Honduras, Japan, Panama, Paraguay, Peru, Seychelles, United States and Uruguay. There also is a Dasani Plus product line, an unsweetened lightly flavoured water, that is sold exclusive in the United States. The flavours include Orange Tangerine, Kiwi Strawberry and Pomegranate Blackberry. Dasani water differs in composition in each martket as it is produced locally (http://www.virtualvender.coca-cola.com/ft/index.j sp).
Introduction of Dasani In The United Kingdom Dasani’s launch in Europe was an important part of Coca-Cola’s plan to challenge Nestle and Danone, which dominated the global bottled water market. According to AC Nielsen, the top 10 bottled water brand in the UK by value in 2003 included: Volvic (Danone), Evian (Danone), Highland Spring, Vittel (Nestle Waters), Buxton (Nestle Waters), Danone Activ (Danone), Strathmore (Constellation Brand), Perrier (Nestle Waters), Aqua Pura (Well Well Well), Private labels. (http://www.adbrands.net/sectors/sector_softdrinks .htm) Evidently, knowing the market situation in the UK, the Coca Cola hoped to conquer the British Market with its Dasani products. Dasani, launched in January 2004 in the UK at a budgeted cost of 7 million pounds.
This launch has turned out to be a complete disaster and all bottles of water had to be taken out of the stores. Rival water brands were rushing for the supermarket shelf space vacated by Dasani. Coca-Cola has had to cancel a huge sampling programme, believed to include 4 million bottles, and pull planned TV advertising. However, insiders suggest that the company’s media strategy has been on the back foot ever since newspapers disclosed the Dasani’s origins. It is believed advertising agency Lowe was forced to ditch a lifestyle-focused TV campaign at the last minute, and asked to devise a more “scientific” ad, explaining why Dasani was an improvement on tap-water (http://www.guardian.co.uk/business/2004/mar/20/me dicineandhealth.lifeandhealth).
The Research paper on Flavored Mineral Water Strategy Japanese Market
South Beach Company (So Be) Flavored Mineral Water Strategy - Japanese Market INTRODUCTION: South Beach Beverage Company, So Be, makes and markets herbal enhanced beverages. These beverages, called "healthy refreshments" have been designed to market to active persons concerned with their health. Other products that So Be sells online are hats, shirts, limited collectibles, children's clothing, ...
United Kingdom Bottled Water Market As a market for bottled water, the UK is relatively immature. Britons consume an average of 33.7 litres of bottled water per year (http://www.britishbottledwater.org/vitalstats.htm l ), compared with about 200 litres for Italy and France.
According to the British Bottled Water Producers website (http://www.britishbottledwater.org/vitalstats2.ht ml), the latest (2008) figures from Zenith International show a breakdown by type of packaged bottled water as follows: Natural Mineral Water accounts for 61% of the UK market (up by 1% over the previous year) Spring Water accounts for 27% (also up by 1% compared with 2007) Bottled drinking waters (ie. so-called table waters) account for 10% Purified water .
