Importance Of Packaging Of Drinking Water For Marketing

BSB51415 Project Management

Increasing Demand of Packaged Drinking Water in the Market

The purpose of the study has been examining the perception of customer on the packaging of the drinking water in the market. The importance of the packaging of drinking water in the marmite by the company will be discussed in the research.  The research focuses on the current posing of the industry of disposable water bottle and limitations of the study will be discussed. The primary purpose of the project has been investigating engineering design process of packaging of drinking water for marketing in the market.

The demand of packaged drinking water has been increasing in the market in recent years. There has been increase in competition in the market related to drinking water industry. Various companies are introduced in the market related to the drinking water and it packaging.  Therefore, it has become difficult for existing companies in the market including Mount Franklin (Gómez, Martín?Consuegra and Molina 2015). Therefore, the company have to create strategies for retaining in the market. The company needs to focus on the packaging and marketing of the drinking water bottles in the market of attracting maximum number of customers to the company. There has been problem in the management of the Mount Franklin Company related to engineering design of the disposable water bottle in the market (Kanat 2017). Various strategies need to be prepare by the management of the company in order to mitigate design and packaging problems in the company. Various factors have been identified for marketing of drinking packaged water including quality, price and availability. The packaging if drinking water has been the most important factor for the marketing of water bottles of Mount Franklin. The packaging of drinking water has been gaining priority in the market by the companies. A proper packaging of drinking water helps in attracting customers to the product of the company.

The aim of the research is to analyse the importance of packaging of drinking water for marketing and promoting in the Australian market.

Following are the objectives of the research:

• To analyse recent trends in packaging of drinking water
• To analyse acceptability and mentality of the customers
• To recommend strategies for modification in current packaging procedure

Following are the research questions of the research:

• What are the recent trends in packaging of drinking water?
• What is the acceptability and mentality of the consumers?
• How can be current packaging procedure modified?

The research will be done in analysing the impact of packaged drinking water of Mount Franklin Company. This research will focus in the current engineering design procedure of the company and will help in providing strategies for modification in the current procedure.  The research will be bounded to the company infrastructure.  The engineering design of the company for the packaging of drinking water bottles have been discussed in the research.

Marketing Strategies for Drinking Water Bottles in the Market

This research will analyse the importance of packaged drinking water in the market for attracting ore centres to the company.  The research will use various methods for the development if the engineering design of the packaging system of water bottles.

The concept of selling water in drinking bottle has been in fashion for many years. However, botte has been recent seller in the beverage market. Various companies have been investing their money in the beverage industries and selling of water bottles in the market (Rundh 2016). Marketing and promotion of water bottles have been popular in the market by various companies in the last decade.  The Mount Franklin has been focusing in its promotion and marketing of packaged water bottles in the Australian market (Vedachalam et al. 2017). The results have been positive and focused n the money making market.  The Australian market has increased exponentially to 730 million litres in 2012 selling and making turnover of $600.7 million.

A range of peer reviewed journals will be used in this section including journals on impact of packaging drinking bottles in the market. Data and information might be collected from both primary and secondary data sources. This help in creating a framework related to components of the research and highlight gaps in research.

This section will help in understanding a basic concept of the marketing and promotion of the drinking water bottles in the market by any organization. This section with help in answering research questions initialised in earlier sections. Various customers of the research will be discussed in below sections. Therefore, an idea of the drinking water packaging process can be built from this section inwards. This section will highlight various components and factors that will be required for modification of the engineering design process of packaging drinking water bottles.

The beverage industry has been increasing in the Australian market. The market has been growing exponentially reaching a market size of $1.3 billion. However, in last 10 years between 2001 and 2011, bottled industry has been growing by 75% and reaching to 597 million litres per annum. However, the global market has been increasing by 90 to 218 billion litres per annum (Tua et al. 2017).

The growth in the Australian market in beverage industry has been an attribute to many companies including Mount Franklin. The water consumption in the country has been increasing on a daily basis in the society. The company has been able to create a legacy in the market by selling the maximum number of packaged water bottles in the market. The revenue generated by the company has been astonishing in the market. The leaders in this industry has been continuously creating competition for the Mount Franklin in the market (Shoeib et al. 2016).  Therefore, the company has to change its strategies and modification in the engineering design of packaged drinking bottle.

Types of Bottled Water Available in the Market

Bottles can be categorised according to the source of water and process of treatment of water. However, on this basis there are five main categories of bottled waters and sold in the market. There are different types of water including spring water, mineral water, purified water and flavoured water.

Spring water: Spring water has been the most sold water in the packed bottles. Over 55% of all the bottles have spring water in it. It has been originated from underground aquifers and processed naturally (Rossi et al. 2015). Spring water can be filtered through the crust if the earth by passing through sand, minerals, rocks, granite and other fractured rocks.

Mineral water: Mineral water is a natural commodity and collected from underground. It has been scientifically proven for having at least 250 ppm of total dissolved solids (Cak et al. 2016). These minerals have been occurring naturally in the water that contains both normal and sparkling water. Salts, gases and sulphur compounds are the main components of the mineral water.

Purified water: Purified drinking water has been commutated by a filtration process by eliminating unwanted particles from it that cannot be consumed by human. However, there have been different procedures of the purification of water including microfiltration, ultraviolet oxidation, and ultrafiltration and electro dialysis (Jinkarn and Suwannaporn 2015). The purification process have been subjected so that pure minerals are not destroyed from water.

Sparkling Water: Sparkling water has been effervescent beverage consisting of there that has been pressurised dissolved carbon dioxide (Fisher et al. 2015). This carbonization process can be used in the soft drinks. However, there are no added colours and flavours in the product.

The current design of the bottle will be discussed in this section.  The design of the bottle has been reviewed properly in order to maintain a good image in the market. Mount Franklin has been the leading company in bottled water brand in the market. It has been capturing 40% of the total market of Australia. The company has seven different sized bottles from 250 mL to 2 L. The 600 mL bottle has gone through redesigning for providing light weight to bottle (Brei and Tadajewski 2015). The shape of the bottle has been kept round at corners and vertical. The sides are labelled for providing aesthetic look.

The research has been focusing on the importance of the packaged drinking water for marketing purposes of the product of the company. The literature review section of the research has been able to demonstrate the research questions. However, there have been some gaps in the research related to use of previous literature.  The characteristics of the present packaging has not been properly mentioned in the literature (Manoli and Voutsa 2016). The study is useful in understanding the types of water available in the market. The packaging characteristics has been discussed in the research

Current Design of the Bottle

This section deals with the methodology that will help in responding to the research questions and objectives. The following section disuses about the research approach and data collection procedure respectively. Both the sections will provide proper justifications for selection of methodology.

There are two of types of research approach including inductive and deductive approach.  The inductive approach deals with the observations and theories related to the research topic. The deductive approach deals with the research questions and objectives (Guzmán and Stoler 2018). The scientific investigation if the drinking packaged water has been done in the approach. The deductive approach has been maintaining the importance of the packaged drinking water bottle in the Mount Franklin. A qualitative approach has been taken by the researcher in order to progress in the research.

Data collection methods are of two types including primary and secondary method. Primary data collection method helps in collecting data from organizing survey with participates. Online survey are conducted with proper questionnaires related to the research topic. Secondary data collection method deals with collection of data from secondary data sources including online journals, articles and reports. These journals need to be related to the impact of the packaged drinking water bottle (Pacheco et al. 2018).  Secondary data can be collected from these journals. Thematic analysis can be done with the help of creating themes related to the importance of packaged drinking water bottle for marketing. There will be 8 survey questionnaires related to the impact of packaged drinking water. The will be 50 customers surveyed who are using packaged drinking bottle of Mount Franklin. A random sampling will be used in order to select participants.

It may be useful to present a table as per the example provided below.

This section demonstrates analysis of data and information collected from qualitative method of data collection.  Therefore, there will be themes created related to the research topic and thematic analysis will be done in the research. Interview will be conducted with three managers of the Mount Franklin. The views of the managers will be analysed properly and some recommendation s regarding the modified design will be provided. The company might use new technology for designing their water bottles in the market.  The company might use 3D printing technology for mass production of bottles to increase their sales in the market.  There are other technologies including computer aided designs using 3D CAD model of water bottles. These technologies might help in providing a better approach to the water bottles in the market.

Literature Review

References

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Bello, B.S., Shuangqin, L. and Dalibi, S.G., 2017. Economic Impacts of Packaged and Bottled Water Businesses in Nigeria. International Journal of Advanced Engineering and Management Research, 2(3).

Brei, V. and Tadajewski, M., 2015. Crafting the market for bottled water: a social praxeology approach. European Journal of Marketing, 49(3/4), pp.327-349.

Cak, A.D., Moran, E.F., Figueiredo, R.D.O., Lu, D., Li, G. and Hetrick, S., 2016. Urbanization and small household agricultural land use choices in the Brazilian Amazon and the role for the water chemistry of small streams. Journal of Land Use Science, 11(2), pp.203-221.

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Fisher, M.B., Williams, A.R., Jalloh, M.F., Saquee, G., Bain, R.E. and Bartram, J.K., 2015. Microbiological and chemical quality of packaged sachet water and household stored drinking water in Freetown, Sierra Leone. PLoS One, 10(7), p.e0131772.

Gómez, M., Martín?Consuegra, D. and Molina, A., 2015, ‘The importance of packaging in purchase and usage behaviour’, International Journal of Consumer Studies, 39(3), pp.203-211.

González-García, S., Sanye-Mengual, E., Llorach-Masana, P., Feijoo, G., Gabarrell, X., Rieradevall, J. and Moreira, M.T., 2016. Sustainable Design of Packaging Materials. In Environmental Footprints of Packaging (pp. 23-46). Springer, Singapore.

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