Aqua Pure Water
Executive Summary
Our company slogan, “Superior for you body and clean for the World” embodies each bottle of Aqua Pure Water. Aqua Pure Water is a premium product targeted to consumers that want the highest quality and environmentally friendly materials. The water is the purest bottled water sold on the market.
APW Water (APW) will focus solely on still, unflavored water that currently makes up 89.6% of the bottled water sales in the U.S. APW is a small, niche manufacturer of a premium bottle of water. These niche manufacturers are part of a very large industry that includes soft drinks and other beverage manufacturers. The beverage industry is very competitive and differentiation is the key to success. In the premium segment of the market APW must separate itself by marketing the healthy lifestyle, purity, taste, and environmentally friendly attributes that APW provides. APW will cater to three segments of the market that include women ages 25 to 55 years old with household income of $75,000 and higher, environmentally conscious consumers, and military and disaster relief organizations
The first target market chooses bottled water that is healthy, tastes great, and is visually appealing for their entire family. This market includes over 52,000 women in the Triad that shop for their household. The positioning for APW is as the healthiest and best tasting, backed by scientists and its numerous tasting awards. Women in this demographic will find APW at high-end retailers and health centers in the Piedmont Triad. Both stay-at-home and working class women are to be reached through radio, television, and promotional avenues inside retailers.
Our second target market focuses on environmentally conscious consumers. Environmental or “green” consumers seek to find ways to buy products that better our surroundings. In fact, 12% of the U.S. population is classified as True Greens, consumers that regularly seek out...
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