Market Segmentation and Targeting for Aqua V1 Smart Water Bottle

This article discusses the market segmentation, targeting, and positioning strategies for Aqua V1 smart water bottle. It explains the potential customers and their needs in an in-depth way. The article also compares Aqua V1 with its competitors and suggests a unique positioning strategy.

Running head: PRINCIPLES OF MARKETING
Principles of marketing
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1PRINCIPLES OF MARKETING
Marketing overview
Market segmentation
Market segmentation is a procedure with the help of which company’s identify and
segregate the potential buyers that have similar needs and respond in a similar way towards a
marketing action (Weinstein, 2013). Market segmentation helps in understanding the
potential buyers for a particular product or service and then accordingly design their
marketing strategies to introduce the product or service to these target customers. There are
majorly four types of approaches according to which the target customers are segmented into
groups or categories and these are demographic, behavioural, geographic and psychographic
(Managementstudyguide.com, 2018). Market segmentation is extremely significant for
businesses to gain success in the competitive market since without this procedure a company
remains clueless about their potential customers and their marketing strategies.
In order to introduce the Aqua V1 product range in the market, the Company X have
constructed two major segments or groups by taking into account the demographic approach.
These groups are –
1. Since the product Aqua V1 is an advanced water bottle that reminds the individuals
the daily intake of water and also keeps a track of the water intake, the product have a
high potential to influence the customers that are interested in sports or engaged in
sports activity. It is a universally known fact that it is extremely necessary to keep the
body hydrated especially during heavy physical activity (Staff, 2018). Therefore,
people that are engaged in sports activities and belonging to age group of 18 years and
below. Customers belonging to this group are the key potential customers for Aqua
V1.

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2. The next segment of customers that acts as a key customer base for Aqua V1 is
individuals that are health conscious and belong to the age group of 18 to 35years old.
Since water is extremely essential for the body to keep healthy and active, the
advanced technology of Aqua V1 water bottle is the most suitable product for such
customer base. The bottle have multi-advanced features such as water drinking
reminder, water pH tracking, intake of water track and many others. These features
have high potential to attract customers that maintain an extremely healthy lifestyle.
3. The third segment belongs to the age group of 35 years and above. Customers
belonging to this age range have need for products that have ease of access and are
technologically less complicated (Campbell, 2018). The product being the perfect
mixture of technologically advanced and user friendly have features such as wireless
charging, low vibration reminder and others, which gives the users easy and
comparatively less complicated features than the other product range.
Targeting
Targeting can be determined to be the sub plot for market segmentation (Baker,
2016). Market targeting helps in constructing the group of buyers for the entire market in
which the product or service belongs. Targeting further simplifies the segments of market by
segregating smaller groups out of larger market segments. This procedure helps the
companies to understand their target customers and their needs in an in-depth way.
Company X as well have adopted this marketing procedure for the purpose of
understanding their market segments that was previously segregated. By analysing the
product the company has created the following target customers can be enumerated –
1. The customers that have a keen interest in maintaining a healthy lifestyle and belong
to the age range of 18 years and below. These target customers belonging to this age

3PRINCIPLES OF MARKETING
range are young and therefore are more attracted towards product that are technically
advanced and are stylish and trendy. The product offered by Company X, Aqua V1,
have all these qualities that the customers belonging to this target market want.
Henceforth, it has a high potential in influencing the customers of this target market.
2. The next target market belongs to customers that belong to age group 18 to 35 years.
Customers belonging to this age range have a need of products that offer them
reliability, accuracy and guarantee. The product have added on features such as pH
level tracker that detects the pH value in the water. In addition to this, the product also
provide its customers the feature of water temperature readings. These advanced
technology and its high accuracy to detect such values can attract customers
belonging to this age group. The company would find maximum profit targeting this
segment of customers.
Positioning
Positioning is the strategy with the help of which companies differentiate their
product from the other competitors in the market. It is the procedure of knowing the target
customers and then placing the products in the market in such a way so that it stands out from
the rest of competitive products in the market.
Now for the product Aqua V1 there are significantly two major competitors in the
market that offer similar product. The first competitor is the Hidrate Spark smart water
bottles that position themselves in the market as a fun loving and stylish product that features
the goodness of maintaining healthy lifestyle. The product with its trendy and colourful
design target young customers that desire products that are trendy and stylish (Hidrate Inc,
2018). Next to this, comes the second product Ozmo smart water bottles. The product have
positioned itself in the market as a simplifying product that makes the lifestyle of people

4PRINCIPLES OF MARKETING
easier and healthier. The product positions itself in the market in such a way where they offer
the customers a healthy lifestyle.
Both the products are similar to what the Company X’s product Aqua V1 offers to its
customers. However, the Aqua V1 product range have some added features to it that makes it
unique from the other two. The Aqua V1 smart water bottle have a wireless charging feature
unlike the Ozmo water bottle that require wired charging mode. Another bonus feature that
makes Aqua V1 unique from its competitors is its vibration reminder mode that enables the
users to get notified when they are not able to see the bottle. However, the Hide Spark smart
water bottle only have LED light glowing reminder mode.
Therefore, Company X could place the Aqua V1 smart water bottle in the market as a
reliable and accurate product that gives the customers the added value of ease, health and
guarantee. The product by positioning itself as a reliable and user friendly product range
could attract a wide range of customers instead of attracting a specific target market.

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References
Baker, M. J. (2016). What is marketing?. In The Marketing Book. 25-42. Routledge.
Campbell, O. (2018). Designing For The Elderly: Ways Older People Use Digital
Technology Differently. Retrieved from
https://www.smashingmagazine.com/2015/02/designing-digital-technology-for-the-
elderly/
Hidrate Inc, (2018). Hidrate Spark. Retrieved from https://hidratespark.com/
Managementstudyguide.com. (2018). managementstudyguide.com. Retrieved from
https://www.managementstudyguide.com/market-segmentation.html.
Staff, F. (2018). Hydration for Athletes - familydoctor.org. Retrieved from
https://familydoctor.org/athletes-the-importance-of-good-hydration/
Weinstein, A. (2013). Handbook of market segmentation: Strategic targeting for business
and technology firms. Routledge.