This report explores the global marketing and sales strategies of Bisleri International Pvt. Ltd. It discusses market entry strategies, segmentation, targeting, and positioning in the UK market. The report also provides an analysis of macro and micro factors affecting the company's expansion.
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BPP Coursework Cover Sheet Please use the table below as your cover sheet for the 1stpage of the submission. The sheet should be before the cover/title page of your submission. Programme Module nameGLOBAL MARKETING AND SALES Schedule TermAutumn 2019 Student Reference Number (SRN) Report/Assignment TitleBISLERI INTERATIONAL MARKETING AND SALES Date of Submission(Please attach the confirmation of any extension received) Declaration of Original Work: I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my original work, researched, undertaken, completed and submitted in accordance with the requirements of BPP School of Business and Technology. The word count, excluding contents table, bibliography and appendices, is 3998words. Student Reference Number:Date: 2nd January 2020 By submitting this coursework you agree to all rules and regulations of BPP regarding assessments and awards for programmes.Please note, submission is your declaration you are fit to sit.BPP University reserves the right to use all submitted work for educational purposes and may request that work be 1
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GLOBAL MARKETING AND SALES Contents EXECUTIVE SUMMARY........................................................................................................5 MACRO ANALYSIS...............................................................................................................6 Micro analysis '...........................................................................................................................8 SEGMENTATION, TARGETING AND POSITIONING (STP)..........................................11 MARKET ENTRY STRATEGY.............................................................................................16 MARKETING MIX OF BISLERI – THE 4 P’S OF BISLERI...............................................20 REFLECTION.........................................................................................................................24 CONCLUSION........................................................................................................................24 REFERENCES........................................................................................................................26 5
EXECUTIVE SUMMARY Dear, Mr. RameshChauhan , Chairman and Managing Director, Bisleri International Pvt. Ltd,It’s an honour for me to address the potential market Entry for Bisleri international ltdfor your esteemed brand in UK . You had been an inspiration and role model to the youngsters of India on your visionary thinking, successful business model and being a successful entrepreneur from India competing with global leaders like Aquafina and kinley. I hereby write this report to you in a challenge to expand your business globally, as there is a huge demand for bottled wateracross the European union. This report address the global bottled water forecast, consumption of bottled water in uk, top brands and their market share in uk, suggestion for market entry strategies and successful theories to support the internationalisation of the brand. I hope you will give your valuable time in reading this report, as I’m proud and glad to research on Bisleri, a top Indian company in the bottled water segment who is a pioneer in launch of bottled water in India. End users need in the bottled water market has been extensively researched. One the strategic side of entering an unknown market , I have adopted two entry mode strategies for bisleri to gain a competitive market share one through awhite label solution, after the success of the first model, bisleri will be venturing with its own brand in uk. The reason to select uk , as itsa wealthy country, with virtually no people living on less than £4 a dayand 2% present of India population live in uk. I once again thank for your time and patience to review the report and to your further notice we can meet in person if you have a thought to promulgate your brand in uk . MACRO ANALYSIS Political factors: These are those factors which has direct impact on the organisation as the government imposes various regulation that they have to 6
comply with. The political condition in the country is quite stable which implies that there will not be any significant changes in the policies of the government in near future. This is an opportunity for Bisleri as they can formulate their marketing and sales strategies which will not get affected due to political factors in the near future.Along with this the policies of the country are relatively fair in context of the inner working due to which the influence on the public within the country is large. Also the government of UK is considered to be proactive as they take into consideration the impact of business on the society and for this they take impose various regulations on them which can affect the operations of Bisleri (PESTEL analysis of the UK, 2017). Economic factors: These are those factors which are based on the economic condition of the country. The economy of UK is growing which implies that the business will also grow significantly. The wage rate of the people in UK is expected to increase in future due to which their expenditure will also increase. It will have positive impact on the Bisleri as with this people can afford their product.UKisconsideredtobeacountrywhichattractsforeigndirect investmenteasilyduetowhichBislericaneasilyprocurefundsfor implementing their planned strategies.The GDP of the country is considered to be 5thlargest in the world and second in Europe due to which the spending of the consumers on the purchase of better quality products is high while the the minimum wage of the people are expected to be £8.21 per hour and it is expected to increase in future and this is likely to be an opportunity for the company to expand their market share.The current inflation rate is 1.7% as of September 2019. It rose to 3.1% in November 2017. It is worth noting that the Bank of England has set a 2% inflation target. It increased its key interest rate in November 2017. The rate has gone up from 0.25% to 0.5% (BBC, 2017). Social factors: The social factors include the consumer’s taste and preference which has direct impact on the profitability of the company. The people of UK are considered to be most influenced by the social class which has impact on 7
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their purchasing behaviour. They prefer to have food of better quality so that they can maintain their standard of living. This offers an opportunity for Bisleri to expand their market share in that country. Also the people of UK are educated due to which they are health conscious which will lead to better sales of the product as they will prefer to have their bottles.The UK has a major consumer market. As indicated by the information discharged in August 2019 by the Office for National Statistics, the number of inhabitants in the UK was 66.4million in 2018. Births keep on dwarfing passings and the populace is required to arrive at 74 million by 2039. The populace is getting more seasoned too.In UK 18% of the people are aged 65 and above while 2.4% of the employees within the country are aged 85 and above. This implies that the people within the country are more health conscious as well as health system in UK is also effective. It is an opportunity for Bisleri that they can efficiently enter into the market (PESTEL analysis of the UK, 2017). Conclusion: On the basis of this PESTLE analysis it can be analysed that the Bisleri has opportunity to expand their market share and can enter into UK market. This is because all the factors are in favour of them. While the impact of changing technology can be managed by the company as this is necessary for them to deal with the changing needs of the level of the competition.The company also has to analyse various positive and negative impact of various policies of UK as with the help of this they can make their policies of expansion such as the taste and preference of the people of UK. 8
Micro analysis ' With the help of micro analysis Bisleri can ensure that they have better strategy as per their competence and capabilities(Cho, Bonn and Brymer, 2017). The factors which musty be taken into consideration by Bisleri as their crucial micro factors includes: Competitors: The competition level for the Bisleri is high as In Uk a large number of company has been operating that offer packed water to the customers. Various competitors includesEvian,Highland Spring, Volvic,Buxtonetc.withsimilarpricingstrategysothattheycan efficiently target the customers. Due to this Bisleri has to enter into the market with such a market strategy that can enable them in making the customers comfortable with the offering of the competitors(Sheehan, Grant and Garavan, 2018). Consumers: The consumers in UK are highly concerned for their health and due to which they aim to have better quality products. With this they can easily bring their product in market of UK through various marketing strategy as their targeted customers prefers the product that they offer. Analysis of Bottled water consumers in UK 9
The present populace of the United Kingdom is 67,706,167 as of December 2019, in light of Worldometers elaboration of the most recent United Nations data.The United Kingdom 2019 populace is evaluated at 67,530,172 individuals at mid year as per UN information. The United Kingdom populace is equal to 0.88% of the all out total populace. 82.9 % of the populace is urban (56,012,276 individuals in 2019). The middle age in the United Kingdom is 40.1 years. Uk Consumption of water drink by 7% to arrive at 4,267 million liters, as per apex worldwide's 2019 water drinks report's Sale of plain filtered water in retail packs expanded by 7.9% to 3.4bn liters. The top organizations selling mineral water from uk is danone, which holds an overall position of #2 among plain water bottle deals. The income from mineral water fares to china, Indonesia and France accounted to euro 4.5 billion. Good country spring water stands second in uk mineral water deals.7.7 billion single-use plastic water bottles are consumed in the UK every year,In 2017, 19% of the UK population drank bottled water everyday (Mintel Bottled Water Report).In 2017, 76% of the entire UK population used bottled water. 10
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SEGMENTATION, TARGETING AND POSITIONING (STP) Bisleri’s Marketing Strategy and Interesting reason behind its success Bisleri is the First Company in India to introduce bottled Mineral water, history stands three decades back Powered by 125 plants, 3000 Distributors & 5000 distribution trucks across Republic of India. A symbol of goodness, trust and purity, Bisleri has been a house name for many years.It’s the foremost pure drinking water in Republic of India. Having a robust presence, with one hundred twenty five operational plants (13 owned) and a robust distribution network of 3000 Distributors & 5000 Distribution trucks across Republic of India & neighbour countries, Bisleri stands faithful its promise of providing safe, pure & healthy drinking water to customers for the last fifty years. Parle's Bisleri holds the most extreme piece of the pie of the drinking water industry by roughly 36%, trailed by Kinley and others. Bisleri is one of the first rate refreshment marks that are made in India . 11
Bisleri tries to draw attention on their brand across different state’s of india, by locally marketing the labels of bottled water in their regional language of a particular state. This acts a catalyst for a normal consumer to access the brand easily in term of selection of bottled water.Labels were released in several local languages like Hindi, Marathi, Gujarati, Punjabi, Tamil, Telugu, Assamese, Malayalam, Kannada, Bengali, and Oriya across different SKUs. Eco friendly bottles and eco-friendly environment has been a prime choice for bisleri’s to create environmental awareness and boost it sales . To intensify the brand presence and eco friendly bottles, bisleri hadchanged their bottle color from blue to green being unique from their competitors.It was additionally in 12
accordance with the expanding worldwide enthusiasm for eco friendly and greenearthideas.Bislerirealizedthatthelittle,nearbyplayerswould effortlessly change to green yet worldwide brands won't. ‘Bottles for Change’, an activity by Bisleri International Pvt. Ltd., centers to make mindfulness among all residents about waste isolation, reusing of plastic containers and best practices towards cleaner condition. As a piece of the program, bisleri direct's plastic recycling awarenessin schools, universities, corporate workplaces, shopping centers, happy and parties, occasions, and so forth. Bisleri has banded together with 3 Non-Governmental Organizations in Mumbai - Parisar Bhagini Vikas Sangh, Sampurna Earth and Garbage Concern Welfare Society. The plastic gathered is squashed, offered to recyclers and afterward changed over into chips. These pieces are then used to make non-consumable items, for example, material texture, Hand sacks, Window blinds and other valuable items. Bisleri creates an opportunity for Rag pickers to collect used but clean plastics through various channels.The program helps waste pickers to collect large amount of clean plastics at a time, fetching them with good income all plastics collected are sorted at the segregation centre and sent for recycling. Segmentation, targeting and positioning strategy for entering into the UK market are given below: Segmentation:Bisleri while entering into the market of UK has to focus upon the people and their behaviours. For this they can segment them on the basis of different parameters such as common characteristics so possessed by them. For this the segmentation can be done as given below: On the basis of geography: The factors that can be considered by the managers of Bisleri include the major cities of UK. Also they must consider the climate where it is hot and humid. On the basis of psychographic: The factors under this segment that can be considered by Bisleri include the lifestyles of the people such as who are travelfreakbecausetheyneedsuchwatersbottlesatthetimeof 13
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travelling. Also the segmentation must include the people who are health conscious(Goldstein, 2017).. On the basis of demographic: The demographics on the basis of which segmentation can be done includes the individual people and the one who lives with family as both such people has different mindset. Along with this the corporate can also be the focus of the Bisleri as with the help of this they can cater e large market segment. Different segments are divided as with this the company can target them as per the target market. This enables them to target each and every segment of the market on the basis of their behaviours and attitude. Targeting: For targeting different segments of the customer’s different product line can be introduced. Such products can be made available in different sizes and prices as per the need of the customers like in corporate small size bottles i.e., 250ml will be used in the meetings while at home bigger size bottles i.e., 5ltrs, 20ltrs etc. can be used. The pricing of the bottles must be such that can easily be affordable to each and every people of the particular segment. Also their targeting strategy must include the retails strategy and the bulk strategy. This can be managed by them by taking into consideration the income of the consumers as the prices of the bottles has impact on the sales of the Bisleri. Positioning:Bisleri must position their product on the grounds of the purity of the water so contained in their bottles. They can launch various campaigns that are creative so that they can attract more and more customers. With the help of this Bisleri must target the mindset of the people as the people are becoming so health conscious. So by focussing on this they can create a better image over the competitors(Sheehan, Grant and Garavan, 2018). UK BOTTLED WATER BRANDS AND THIER MARKET PRICE 14
The most well-known water brands in the UK (in order) are as follows (Statista): 1.Evian 2.Highland Spring 3.Volvic 4.Buxton Among the above chart, the average price of UK branded water is around 1.17 pounds, which is 5 times expensive than per/litre price of bisleri in India. This indicates a wide gap to compete with international brand in terms of pricing. With the analysisofthe competitorsofferings the Bislerican efficiently evaluate their strategies that can be adopted by them in UK as this will enable them to target the customers similarly as their competitors are targeting(Eggers and Moeen, 2018). MARKET ENTRY STRATEGY As uk holds 2 percent of population holding Indian race, brand promotion will be easier to promulgate among the target segment. Among the international citizen it will be real challenge for Bisleri to use a method for market entry 15
strategy. They have to adopt a Market neutral strategy and can’t be aggrevisive spending on marketing and promotional activities. Despite the fact that uk consumers for bottled water is significantly increasing, still promoting a brand with a tag of India can be question of survival for the firm and the penetration into the international segment really gives them a challenge for the sales. Bisleri can enter uk market in two phases. Direct export Mode (white label solution) PHASE 1: White label solution(via Export):White labeling is when a product or service removes their brand and logo from the end product and instead uses the branding requested by the purchaser. White label is a safer mode to operate in the intial stage for bisleri, as the cost of marketing and other promotional activities will be a hurdle to invest in an unknown international market. Having a tie up with a local importer of bottled water will be the best way to penetrate a new segment marketing. A Long term agreement between the importer and the exporter would add value to the importer in terms of proprietorship rights on his own brand. The contract will hold the following 1. General provisions Identification of parties to the contract Duration of the contract Definition of covered goods Definition of territory or territories Sole and exclusive rights Arbitration of disputes 2. Rights and obligations of manufacturer Conditions of termination Protection of sole and exclusive rights 16
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Sales and technical support Tax liabilities Conditions of sale Delivery of goods Prices order refusal Inspection of distributor’s books Trademarks/patents Information to be supplied to the distributor Advertising/promotion responsibility for claims/warranties Inventory requirements Termination and cancellation 3. Rights and obligations of distributor Safeguarding manufacturer’s interests Payment arrangements Contract assignment Competitive linesa Customs clearance observance of conditions of sale After-sales service Information to be supplied to the manufacturer Evaluating international distribution partners 17
From the above image we can comprehend that If the partner is doing badly on a very attractive market (cell 7), the partner should be switched with another (and better) one. If the market is very attractive and the partner is doing a good job (cell 9), the company could consider forward integration, by turning the existing entry mode (distributor) into a subsidiary and promoting the distributor to be the new CEO of the subsidiary, provided they have the necessary competences for such a position and have sufficient management talent. The agreement contractor between the exporter and buyer, holds a key important agreement in terms of costing, profit sharing, royalty or controlling the importer in selling the product at high price. The exporter should have a strong control in pricing as the key strategy implementation of bisleri in the uk market will be pricing, they can gain competitive advantage by reducing the price per litre of bottled water compared to its peer, as its very difficult to sell an unknown brand at premium in the initial stage of entry into new markets.Along side the contract should hold in Bisleri entering in future if the sale of current white labelled water has a significant sales appreciation for the next three years. 18
Licensingis the entry strategy with the help of which the an organisation such as Bisleri can efficiently expand their market. This is because with this they can allow the local player in the market to operate on their behalf so that they can directlyexpandtheirmarketshareastheyhavebetterknowledgeand understanding of the local market. Licensing will allow Bisleri to offer the right to market and manufacture their product and services. Franchisingis a strategy which can be used for rapid expansiondue to which most of the organisation uses this strategy for expansion. Bisleri can efficiently adopt this strategy as with this is suitable fro the organisation that has repetitive business model. This model also will enable Bisleri to have strong recognition of the brand that can enable them to meet up with the level of competition at global level with operations in different countries(Pruthi, Basu and Wright, 2018). MARKETING MIX OF BISLERI – THE 4 P’S OF BISLERI Product Bisleri mineral water was most readily accessible in glass bottles four decadesbackwithitsimagenameBislericomposedonit.The organization later changed to PVC bottles that were non-returnable and now the bottles are available in PVC that can be taken away by the consumers and this is most acceptable to the consumers in UK.Mineral water is the fundamental thing in the item arrangement of the brand and promoted under the name "Bisleri Mineral water". Other than this, the brandlikewisedeliverssoftdrinkwaterunderthename"Bisleri Sodawater". This soft drink water is accessible in two unique variations non-carbonated and carbonated.Bisleri Urza is an ongoing expansion and is a power drink which can easily be offered in UK as youth nowadays prefers to have energy drinks.As the idea of packaging mineral water 19
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was an initial plan of Bisleri in India, consequently the brand has become equivalent word for the Indian shoppers of mineral water.Bisleri bottles are accessible in sizes of a large portion of a litre, 250ml, 330ml, 500ml, 1 litre, 20litre which will be preferred by the consumers in UK as well as per their need. The Bisleri can enter into the market of UK with the same product line and sizes of the bottles as the people of UK afford to have better product as per their requirements. All of their products such as water bottles, soda waters and other carbonated and non carbonated drinks have high demand in UK which makes it a favourable market for Bisleri. Place Bisleri has understood that accessibility is the way to progress and for the accomplishment of this idea; the dispersion channel must be sufficient. The brand technique has been to make an immediate arrangement of conveyance at the national level and this is suitable for expansion within UK as well because with this they can ensure availability of their products.By and by Bisleri has in excess of eighty thousand outlets that are utilized as retail shops in the entire nation and among this number, twelve thousand outlets are distant from everyone else in the urban places.Theorganizationhas2000trucksforshelteredandhelpful transportation of items. The organization has set up eighteen of its own assembling plants everywhere throughout the nation. It has chosen to enlist its very own salesmen for appropriate dealing with and distributive offices. This is so in light of the fact that the brand needs its very own system of dispersion in places where it as of now has an assembling plant for cost cutting and productive administration process. So as to enter profoundly in the southern area the organization has chosen to expand its circulation channels over there. Bisleri bottles are accessible in each niche and corner of India. From the little shops to the panwallas at each 20
corner etc.In UK the focus of the Bisleri must be on hypermarket, supermarkets, general merchandise shops etc. so that they can easily make their target market aware of their products. The Bisleri can consider similar strategy in UK for making their products available to each and every customer. They can under into the agreements with various channel partners such as distributors, wholesalers and the retailers. This will ensure that their products are available to each and every customer throughout. It will enable them to be accessible at shopping centers, at film lobbies, at cafés, at air terminals, at railroad stations and at each comprehensible spot. Price In India, most of the individuals belong to white collar class segment of the general public and accordingly the brand has gone for a sensible valuing strategy. Water is accessible at each corner and to sell and market it, one needs to keep the valuing approach at the very least range. Until and except if the customers can purchase the item at an advantageous spot and that to at moderate rates, it won't arrive at all aspects of the general public.SoastomeetthepurchaserdesireBislerihascontinued evaluatingapproachesstraightforwardandclear.Ithasasoflate expanded its rates to a base raise under its focused and sensible valuing arrangement since all its different rivals were additionally selling their items at that value run. The bisleri focuses upon economic pricing for the product as this product belongs to the category of basic necessity. To make it easily affordable to each and every person of the UK they will follow the same the pricing strategy i.e., Economic pricing strategy throughout. But for the products such as carbonated drinks and non-carbonated drinks they can adopt price penetration strategy. Promotion 21
In one of the primary special print promotions, a head servant was holding two Bisleri bottles with a turn of phrase "Bisleri is extremely exceptional". This aided in catching the creative mind of the general population and made ready towards success.The showcasing goals and publicizing approaches of Bisleri in UK can be effective for individual selling, explicit promoting in various mediums, advertising and deals advancements. Bisleri in UK has set up a forceful media plan with the promotions on hoardings, boards, vehicles like trams, trucks, and each other conceivable interface that a buyer can associate with.Every one of its promotions is on radio and appeared on the TV slots. Its trademark "Unadulterated and Safe" has gotten exceptionally well known among the shoppers. So as to separate itself from different organizations Bisleri chose "fixed top containers". Later the brand changed its slogan to "Play Safe" and turned out with some striking promotions to draw in the more youthful age. For creating awareness about their products in UK the Bisleri can use various promotional campaigns such as they can adopt slogan which can attract the attention of the customers. For attracting the customers various hoardings, advertising through televisions, radio, print media etc. can be used. All these can easily make the people of UK know about their products. Also they can display their products in various supermarkets and general merchandise which will make the customer know about the existence of the product. REFLECTION I realised that on the basis of this report an understanding of various marketing strategies is developed in me and among all the people of the group. Different group members were given different responsibilities as per their nature of expertise such as some people were given the tasks of 22
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analysingtheimpactofvariousmacrofactorsthatcanenablethe organisation in planning their expansion. While undertaking this report I realisedthatsomepeoplewerenotsatisfiedwiththerolesand responsibilities that were allocated to them as they were expecting more authority and powers while gathering the data in terms of more resources and opportunity to go on to field. In addition to this various other issues includes that the students while reporting their analysis were not on time due to which entire report formation delays. Also the format of reporting sosuggestedwasnotaccurate.Thishadimpactontheethical consideration of undertaking a project. CONCLUSION It’s highly recommended to think global for bisleri, as 50 years of hard work can reap them a global presence if approached with data facts researched in this report.A small leap is enough to test the success of Bisleri market into UK as they can reinvest a portion of annual profit to strategies for international expansion with the help of various entry strategies such as licensing and franchising. With the help of marketing mix strategies various aspects of selling the products efficiently can be ensured as it will enable them to adequately made the offerings as per taste and preferences of the customers. 23
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REFERENCES Pruthi, S., Basu, A. and Wright, M., 2018. Ethnic ties, motivations, and home countryentrystrategyoftransnationalentrepreneurs.Journalof International Entrepreneurship,16(2), pp.210-243. Eggers, J.P. and Moeen, M., 2018. Entry Strategy for Nascent Industries: Introduction to a Virtual Special Issue.Strategic Management Journal. Goldstein, J.I., 2017.Scanning electron microscopy and X-ray microanalysis. Springer. Sheehan, M., Grant, K. and Garavan, T., 2018. Strategic talent management: a macroandmicroanalysisofcurrentissuesinhospitalityand tourism.Worldwide Hospitality and Tourism Themes,10(1), pp.28-41. Sheehan, M., Grant, K. and Garavan, T., 2018. Strategic talent management: a macroandmicroanalysisofcurrentissuesinhospitalityand tourism.Worldwide Hospitality and Tourism Themes,10(1), pp.28-41. Cho, M., Bonn, M.A. and Brymer, R.A., 2017. A constraint-based approach to wine tourism market segmentation.Journal of Hospitality & Tourism Research,41(4), pp.415-444. PESTEL analysis of the UK, 2017.[online] Avaliable through: <https://howandwhat.net/pestel-analysis-uk/> SVEND HOLLENSEN, (2014), SIXTH EDITION, UK. https://www.bisleri.com/what-makes-us-stand-apart\ date accessd 15.12.2019 https://www.danone.com/brands/waters/strategy-and-key-figures.html Date accesed 16.12.2019 https://www.beveragedaily.com/Article/2019/03/14/UK-bottled-water-sales- reach-4bn-litres-with-robust-growth-to-continue Date accesed 16.12.2019 https://www.worldometers.info/world-population/uk-population/ Date accesed 16.12.2019 https://www.ibisworld.com/united-kingdom/market-research-reports/bottled- water-production-industry/ Date accesed 17.12.2019 https://www.statista.com/statistics/283762/bottled-water-consumption-volume- in-the-united-kingdom-uk/ Date accesed 17.12.2019 25
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https://www.phoxwater.com/blogs/water/bottled-water-statistics-uk Date accesed 18.12.2019 https://brandyuva.in/2019/08/marketing-strategies-of-bisleri.html Date accesed 18.12.2019 https://www.venturestream.co.uk/blog/quenching-customer-thirst-marketing- bottled-water/ Date accesed 18.12.2019 26