Bling H20 - Postioning

Marketing Principles – Final Exam Answers

Q.A1

What market positioning do you think has been adopted in the US market for bling h2o?

Do you think the company priced their bottled water correctly?

Explain your answers with reference to marketing pricing strategies for new products.

Geographic positioning – Hollywood

Demographic positioning – rich people, actors, high rollers, mainly female

Consumers in Australia for Bling H20 would be consumers with high disposable such as males and females aged from twenty-five and up. The geographic area of these consumers would essentially be the inner city, Northern suburbs and Eastern suburbs where the price of living is higher and social status is of most importance.

By also targeting celebrities and athletes it is indirectly influencing the buying patterns of those who want to be associated with ‘coolness and sexiness’.

There is always the question of how much should you charge for a new product.

If you charge too much, it won't sell but this is a problem that can be fixed relatively easily by reducing the price.

Charging too little is far more dangerous: a company not only forgoes significant revenues and profits but also fixes the product's market value position at a low level.

Once prices hit the market it is difficult, even impossible, to raise them.

Considering this and the product Bling H2O I believe it was priced correctly, there is two ways you can view this product, firstly being simply a bottle of water, and secondly as an accessory. Normal bottled water is as said at least a thousand times more costly than tap water, and the brands creator said that he wanted Bling H2O to make a presentation that made a statement equivalent to Cristal Champagne and Tiffany jewels.

Q A3.

List and discuss three different types of ethical concerns people might have about this product.

If you were the brand manager for bling h2o, how would you defend your marketing strategy?

1.