Casy Study Analysis

CASE STUDY ANALYSIS

With the global trend of leading a healthy life style, more and more people are willing to change the habbit to follow the trend. For instance, the bottled water becomes more popular instead of the carbonated drinks such as coke or pepsi. According to anauthorized figure, In Australia, the market share of carbonated soft drinks is 58%, in 2007 the share of bottled water is 17%. After all, as little as 20 years ago, the bottled water is hardly to be found in Australia (water water everywhere 2007). Nowadays, one brand of bottled water Mount Franklin is a household name especially among the female consumers. From a market research in Australia, Mount Franklin has a 99% brand awareness and 43% of females aged 25-39 choose it as their favorite drinks(water water everywhere 2007).

In the marketing plan of Mount Franklin, the prime segmentation is the female including the young singles, couples, mostly the urban ones under 40 years old(water water everywhere 2007). Is it a justified segmentation? It’s no doubt that compared with the female, male consume more energy every day, they tend to drink more. So more energy drinks such as red bull or pump are picked up by male consumers meanwhile they always bear the wrong mindset that carbonated drinks like coke or pepsi could conquer the thirsty promptly, in fact, the carbonated drinks or sugar drinks are no use to fight dehydration. Only the pure water or spring water is the right solution for dehydration. In the other hand, Female is more likely to accept the right way ahead, they eventually get into the habbit of looking for bottled water when they feel thirsty, finally if they really feel they start to think more positive and stay positive after drinking positive, they are willing to spread the positive message to their friends, ask their kids to join them. That’s why we can see the kids and family packages released from Mt. Franklin to enhance the customer loyalty. It’s hard to imagine that young...