Amah's Blog

Water is a commodity that everyone in the world needs. This creates a world where everyone is segmented into consumer groups by the water companies. Tailoring to different wants, the water industry creates differentiated brands.

The funny thing is, water is just water. Companies can’t really differentiate the taste. Majority of them time, people can’t tell the difference between bottled Aquafina water and Polar Ice water. The only thing that is distinguishable between the two, is the “cool-looking” bottle.

This forces companies to really market their water brand effectively. Looking at Fiji and Smart Water, we can see what consumers they are trying to target. Fiji Water is trying to capture the “pro green” consumers or those who want to drink “exotic” water.  Smart Water is using celebrities to promote their product.