Studying hard can work up quite a thirst. If you’re ready for a sip of water, what options are you choosing now, especially after having completed this chapter? And what elements in- form that choice—whether you are aware of them or not?

OVERVIEW OF MARKETING CHAPTER ONE 25
pouch for around $5,000.45 They also might seek water that has been filtered or otherwise
certified safe, which constitutes a growing concern, as we discuss in Chapter 5. And many
people appreciate a variety of product options, like flavored or sparkling versions.46
To produce this variety of products, offered at distinct price points with unique pro –
motions and found in expected places, a wide range of companies compete and collabo –
rate to slake people’s thirst. Water brands like Aquafina (owned by PepsiCo), Dasani
(owned by Coca-Cola), and Evian promise different benefits from drinking their prod –
ucts. They also are innovating with different packaging options, including metal cans for
water.47 One firm even is developing an algae-based, compostable pod that can hold a
single serving of water and then be swallowed or discarded, where it will break down
naturally as plant matter.48
In parallel, Hydro Flask, Thermos, Nalgene, Yeti, and other brands that manufacture
reusable bottles seek to get consumers to avoid those offerings and instead embrace the
idea of water from a tap or fountain. They highlight the distinctive potential associated
with carrying one of their bottles, and they strongly emphasize the inherent sustainability
of their offering, compared with single-use plastics. Another competitive offering is linked
to water refill stations that increasingly appear in public spaces, such as schools and hotels.
At these stations, people with their bottles in hand can get a refill of filtered, cold water;
those who forgot their favorite bottle can grab a simple, $3 refillable bottle to meet their
immediate need.49
So when you take a sip because you are thirsty, what precisely has driven you as a
consumer to make the decision? Consider the case questions and the lessons you’ve
learned in this first chapter to derive your answer.
Questions
1. How does marketing impact the consumption of water, and how has this impact
changed since the mid-20th century?
2. Describe three distinct target markets for drinking water. How does marketing
create value for each of these segments using the four Ps; product price, place, and
promotion?
3. How has changing societal values impacted the ways in which water is purchased
and consumed?
4. How has the manner in which you consume water changed in the last five years?