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Market research of the bottled water in the United States

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  1. Introduction
  2. Changes in the luxury sector
  3. The luxury of exclusive and accessibility
  4. Origin and history - Luxury
    1. History of luxury
    2. Product specifications of Luxury
    3. A perfect product
    4. Attractive packaging
    5. A strategic price
    6. A distribution study
  5. An elitist voluntary communication
  6. The causes of this change include the following - democratization of the sector
    1. The financial causes
    2. The sociological causes
    3. The causes related to innovation
  7. The paradoxes through the 4Ps
    1. Price Paradox
    2. Product Paradox
    3. Paradox of distribution
    4. communication paradox
  8. Luxury in the 21st Century
  9. The exclusive luxury of the People
  10. The new luxury
  11. Focus on the brand
    1. Presentation
    2. All attributes
    3. All benefits
    4. The set of values
    5. A culture
    6. A personality
    7. A user profile
  12. The luxury brand
  13. The dangers
    1. The first danger comes from consumer products
    2. The second danger comes from the proximity between the management of luxury and the mass distribution
    3. The third and last danger for the overexposure and trivialization of luxury
  14. The evolution of marketing strategies of luxury
  15. Tools
    1. The extension of the range, the variation
    2. The line extension, diversification
    3. From co-branding to masstige
    4. The accessorization of luxury
  16. Marketing Mix
    1. The product
    2. The price
    3. Distribution
    4. Communication
  17. Internet and luxury
  18. Investing networks of influence
    1. internet: luxury and affinity
  19. Consumer expectations
  20. The Internet media at a glance
    1. Internet is
  21. Investments of luxury growing on the web
  22. Internet users in the high income group
  23. Luxury and the internet
  24. Rules to follow
  25. Understanding social media
  26. Differences in methods of traditional Media
  27. Writing for social media
  28. According to the Social Media Guide, to be forceful with social media, you must
  29. Types of Social Media
    1. Social networks
  30. The value of social networks for luxury brands
  31. Major social networks
    1. Facebook
    2. LinkedIn
    3. Service
    4. MySpace
  32. Facebook, the first social network
  33. Attracting fans on my Facebook page
  34. Communities of content
  35. The main communities
    1. Sharing
    2. Share videos and photos
    3. Document sharing
  36. YouTube, one of the most visited of the world
    1. Example Campaign
    2. The microblogs
  37. A few statistics
  38. Here are some examples of what he can do on Twitter
  39. Luxury brands increasingly present on twitter
  40. Blogs, the new mouthpiece of luxury
  41. Which blogs are targeted?
  42. Blogs: often the source of a buzz
  43. What is the buzz
  44. What is the trash attitude?
    1. The trash today
    2. Trash and luxury
  45. A new approach, glam trash
  46. The example of the glam-trash of the Louis Vuitton
  47. Measure the effectiveness of its campaign
  48. Follow the buzz
  49. How to measure the phenomenon of buzz?
    1. Google Alerts
    2. Google Blogsearch
    3. Google trends
    4. Wikio
    5. Technorati
    7. MonitorThis
    8. Samepoint
  50. Social Mention (Alerts and Social Mention)
    2. TweetScan (and email alerts Twitter)
    3. Tweetbeep
  51. Twitrratr
    1. Twitter Search
  52. ROI measurement of the commitment of my brand in social media
  53. The measure of progress
  54. Application on Twitter
  55. Measurement tools from the Social Media Guide
  56. Measurement tools of engagement
  57. Illustration: Louis Vuitton BITCH
  58. Analyze
  59. The perfume market
  60. Competition
  61. SWOT
  62. Aims
  63. Targets
  64. Positioning
  65. The 4 Ps
  66. Budget Analysis
  67. Conclusion

The aim of this study is to understand if it is possible to penetrate into the U.S. market by introducing and developing a brand of mineral water that is external to the French market.

France, the ninth trading partner of the United States, has greatly expanded its economic ties with this country: in 2004, according to French Customs, France had exported 23 billion euros of goods to the United States as against 22.3 billion euros of imports, thus releasing a small trade surplus.

In addition, the United States is our fifth customer and third supplier.This favorable trade between the two countries could thereforeencourage a French company to export to the United States,especially as the bottled water market has grown during the first half of 2004 (up +9.4%).
However, the U.S. remains a huge market, heterogeneous, highlycompetitive environment in which consumers are very demanding.

This market research will help to answer any questions that may arise as a potential exporter to know the accessibility of the U.S. market in terms of regulation, tariffs, product adaptation to American demands. It will analyze, at first, the general condition of the bottled water market (competitive analysis, consumer)

The market for bottled water is a recipe for 89 billion dollars in volume all brands in the world. It is a world market of over 100 billion liters per year (plus 10% each year).

The water is now seen more as a commodity rather than a resource and has now become valuable in the sense that it sells,increasingly, in bottled form (PET) and is expensive.

The plastic packaging (PET) is now the most widely used technique in the packaging of mineral water. In 2003, 90% of plastic bottles were sold, that is nearly 240 million bottles.

Year after year, the consumption of water in this format is growing. Where the drinking water is essentially tap water, there is a general increase in global bottled water. As for the United States there is an increase of 10% per year making it a very dynamic market segment.

The water market in the United States is in a growth phase in the life cycle. On the European continent, this market is in constant competition with soft drinks. The market for bottled water is therefore obliged into trying new innovations (bottle size, shape). The ease in this market is that most of these innovations such as flavored waters have already been tested in Western Europe and been a great success.

To challenge the barriers to entry, it would be to opt for a strategy to penetrate high, with prices that can compete with large companies (such as Crystal in France). This element is essential to gain market share. The alternative is to establish a strategy of skimming.

The water will be expensive and will be sold together with a communication "welfare" of great magnitude. This will justify the cost of the product. It is necessary that the foreign company wishing to establish themselves, is already a medium or large-sized company in its home country with substantial financial resources.

Innovation, financial and commercial factors are key to the success if the company were to integrate the market of bottled water in the United States because it remains highly competitive.

Tags: market research, launch bottled water company, markets in United Stated for bottled water

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