Water, water, everywhere

This Case Study focuses on the domestic market for bottled water and investigates how Coca-Cola is continuing to develop its bottled water brands in Australia. It examines the various marketing techniques used by Coca-Cola by analysing the development and positioning of its Mount Franklin and Pump brands within a socially responsible business framework.

By reading this case study students should be able to:

• Outline the demographic characteristics of the bottled water market as well as major changes occurring within that market segment 
• Describe the varied marketing and branding strategies undertaken by Coca-Cola in successfully developing its Mount Franklin and Pump brands of bottled water
• Analyse the role of Coca-Cola Amatil in meeting corporate responsibility and social objectives.

Introduction

When we hear the name Coca-Cola we might not instantly think of water. However Coca-Cola Amatil's brand Mount Franklin is the number-one brand of bottled water in Australia.

A growing market

As little as 20 years ago the market share of bottled water in Australia was almost zero.

Introducing the brands

What do we think of when we hear or see Coca-Cola, Microsoft, Google, Toyota and Disney? Well they are all instantly recognisable as some of the top brands in the world.

Developing new products

The reputation of a brand plays a key role in market positioning as it represents an organisation's investment in its products.

Ensuring sustainability

As part of its ongoing operations CCA has identified three main environmental objectives; sustainable water management, efficient energy use and a reduction in packaging and post-consumer waste.

Conclusion

One of the most consistent growth segments in the non-alcoholic beverage market is bottled water.

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