Polina Mineko 36580

Anna Karpachova 36543

Yelyzaveta Zaitseva 36637
Yeva Zinchenko 36641
Arsen Koval 36553
Introduction
• The mineral water will be extracted from the springs
in one of the most beautiful places in Latvia-in the
picturesque Gauja National Park

• The bottled water market is one of the most socially

significant markets for consumer goods.

• Modern people who care about their health and

beauty, choose only clean and healthy water.

• We decided that the production of a clean water will

be a good idea in the modern world. We believe
that we will be able to build a strong, memorable
brand, and strengthen our product on the market,
by gaining a competitive advantage.
Opportunity evaluation for a new brand
• We plan to distribute “Springs” in the large supermarkets as well as small corner
shops around Poland.

• Institutional customers such as restaurants, offices and hotels can also purchase our
bottled water from wholesalers or distributors.

• The “Springs” water will be a functional water, that has minerals, oxygen and
vitamins.

• The availability of a range of flavors and options in fwater will boost the market
growth for our brand.

• “Springs” is able to establish a brand image and differentiation on a market and get
the high percent of market share.
Brand positioning and values
• “Springs” message centers around the concept
of purity. Customers are shown the clear, pure
and unique elements in the Latvian mountains,
which are combined with minimalist labels.

• In the “Springs” positioning we try to underline

the pure contents of our water with the price,
the consumer will notice, that the bottle
contains something of a great quality, as they
will be charged up to 10 zl per bottle.
• One of our brands under the “Springs” production intends
to be the kind of water you would buy in a restaurant, or
in a premium segment supermarket, not because it does
something special, but because it looks respectable, and
earns the right to be on the table of an expensive dinning
place.
• The premium glass bottles brand is not the only one which we
would like to launch. We also position “Springs” as the water for
families and environment friendly people without preservatives
and damaging chemicals added. The brand values would be also
underlined by the green eco packaging. This water will be
produced under the brand “Springs Fresh”.

• Our brand “Springs Vitamin D” is positioned as a healthy

alternative on a market, a water that is enriched with the
vitamins, needed for people who would like to stay healthy. One
of the tastes will be with addition of the pine needles extract,
natural juices of berries and fruits.

• Our last brand is “Smart Springs” – the ideal water for athletes.
Here we would like to take a different approach to a positioning
and values, focusing on water’s role in physical activity, and the
need for immediate rehydration.
Who your target market is?
Target market:
1. Super consumers, not price sensitive consumers;
2. All ages with a higher income;
3. For people with a lively, healthy and active
lifestyle who care about the environment and what
they are buying into;
4. For athletes a non-flavored and non-sweetened
water;
5. Young adults who respond favorably to packing
attributes, convenience, and the aesthetic look of the
bottle packaging;
6. Business Women;
7. Mother and child, pack’ implying it is aimed and
for the whole family to use
 • Brand logo and slogan
Brand elements
The main mission of the company is to meet the
needs of society in quality water that is healthy. We
must help people cultivate the right attitude to their
health and the health of their loved ones.

Our company produces three categories of water in which

there is a different composition. All three categories of
water are produced in plastic bottles that can be recycled • Category Smart
in the future. One category has the additional production Springs
of glass bottles. The design of the bottles for each This category will have a
category will be different. volume of 0.75 ml for adults,
• The Springs Fresh • The Springs
and 0.33 ml for children.
Volumes: 0.33 liters, 0.5
liters, 1.5 liters and 5 Vitamin D
liters. In this category also Volume
produced glass bottles options for this
oriented to cafes and category: 0.5
restaurants. These bottles liters, 1.5 liters
have volume of 750ml. and 5 liters.
Marketing programs and communications
4 P’s Marketing strategy • Promotion
• Product 1. Advertising
⁃ Clean, natural water with minerals, oxygen and - Social media marketing (facebook, youtube,
vitamins from Latvian mountains. Instagram)
⁃ Flavored and functional bottled water. - Product Placement
⁃ Brand expansion of water directed to different - Outdoor Advertising
segments: restaurants, families, sportspersons, 2. PR
environment friendly people. Outreach to health and green reporters of newspapers
⁃ Springs Fresh - water without any additions. and magazines who share a similar audience as the
⁃ Springs Vitamin D - healthcare fans, enriched with the consumer target market that Springs is attempting to
vitamins (addition pine needles extract, natural juices). reach.
⁃ Smart Springs - the ideal water for athletes. 3. Sales promotion

• Place
- A mixed distribution channel of wholesalers, retails, • Price
distributors (food services, restaurants, gyms, ⁃ above average
supermarkets as well as small corner shops, hotels, ⁃ premium pricing
offices, organic markets). ⁃ price reductions on a sale season, or special occasions
Potential brand extensions
Conclusion
After analyzing all the above metrics and the potential of
launching and developing a bottled water company, we have
noted many benefits, that this market has to offer.

• Water market will be always present in the industry, as it is the

essential product bought by every household.

• We saw the opportunities, that can lead to the boost of our

production, and market growth.
1) the change in the consumer preferences;
2) the increasing hygiene requirements;
3) a rise in the disposable income;
4) the growing trend for a healthy lifestyle.

• We plan to grow and expand into other branches and

segments, producing other types of beverages, and modifying
our existent products in order to attract more customers
Thank you for your attention!