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Example research essay topic: Dasani In The United States - 1,686 words

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Dasani In the United States Coca-Cola sells more than twenty brands of bottled waters in 100 countries. The company announced the debut of new bottled water Dasani on Feb. 19, 1999 in the United States. Independent data for full-year 1998 showed Pepsi's Aquafina as the number one water in C-stores, Evian was in number two spot. In supermarkets, Dannon leaded. Dannon is Evian's stable-mate; both owned by French-based Groupe Danone. Dasani has been a successful brand in the US.

Soon after the launch, Dasani became number two water in the United States (following Pepsi's Aquafina) (web). Dasani Products Worldwide The Dasani un flavoured water is marketed as Cool, vibrant, refreshingly blue. DASANI is water -- pure and essential. DASANI helps you embrace life with a fresh, optimistic outlook. As basic as breathing, DASANI quenches thirst naturally and deliciously. The water is sold in the following countries: American Samoa, Argentina, Bahamas, Barbados, Bermuda, British Virgin Islands, Canada, Cayman Islands, Chile, Democratic Republic of Congo, Djibouti, Dominican Republic, Ecuador, Egypt, Ghana, Guam, Guinea-Bissau, Jamaica, Kenya, Mariana Islands, Mauritius, Mozambique, Panama, Paraguay, Peru, Puerto Rico, Saint Maarten, Suriname, Tanzania, Trinidad & Tobago, Turks & Caicos Islands, U.

S. Virgin Islands, Uganda, United States and Uruguay (web). The Dasani brand also includes Dasani Flavors, natural flavoured sweetened water beverages, with flavours of Apple, Blackberry Pomegranate, Blueberry Raspberry, Citrus Blend, Floral, Grape, Grapefruit, Kiwi Strawberry, Lemon, Lemon Water, Lychee, Peach, Raspberry Water, Strawberry and Tangerine. The Dasani Flavors water is sold in Argentina, Canada, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Honduras, Japan, Panama, Paraguay, Peru, Seychelles, United States and Uruguay. There also is a Dasani Plus product line, an unsweetened lightly flavoured water, that is sold exclusive in the United States. The flavours include Orange Tangerine, Kiwi Strawberry and Pomegranate Blackberry.

Dasani water differs in composition in each market as it is produced locally (web). Introduction of Dasani In The United Kingdom Dasani's launch in Europe was an important part of Coca-Cola's plan to challenge Nestle and Danone, which dominated the global bottled water market. According to AC Nielsen, the top 10 bottled water brand in the UK by value in 2003 included: Volvic (Danone), Evian (Danone), Highland Spring, Vital (Nestle Waters), Buxton (Nestle Waters), Danone Activ (Danone), Strathmore (Constellation Brand), Perrier (Nestle Waters), Aqua Pura (Well Well Well), Private labels. (web) Evidently, knowing the market situation in the UK, the Coca Cola hoped to conquer the British Market with its Dasani products. Dasani, launched in January 2004 in the UK at a budgeted cost of 7 million pounds. This launch has turned out to be a complete disaster and all bottles of water had to be taken out of the stores. Rival water brands were rushing for the supermarket shelf space vacated by Dasani.

Coca-Cola has had to cancel a huge sampling programme, believed to include 4 million bottles, and pull planned TV advertising. However, insiders suggest that the company's media strategy has been on the back foot ever since newspapers disclosed the Dasani's origins. It is believed advertising agency Lowe was forced to ditch a lifestyle-focused TV campaign at the last minute, and asked to devise a more "scientific" ad, explaining why Dasani was an improvement on tap-water (web). United Kingdom Bottled Water Market As a market for bottled water, the UK is relatively immature.

Britons consume an average of 33. 7 litres of bottled water per year (web), compared with about 200 litres for Italy and France. According to the British Bottled Water Producers website (web), the latest (2008) figures from Zenith International show a breakdown by type of packaged bottled water as follows: Natural Mineral Water accounts for 61 % of the UK market (up by 1 % over the previous year) Spring Water accounts for 27 % (also up by 1 % compared with 2007) Bottled drinking waters (ie. so-called table waters) account for 10 % Purified water < 2 % of the total market Sales of still water continue to grow over the sales of sparkling water. From around 30 % of total bottled water volume in 1998, sparkling water's share has since more than halved, with still water now accounting for 87 % (web). The most probable reasons for such a decline of demand for the sparkling water are colder weather and shrinking amount of water coolers. The statistics shows that Britons are now more concerned with their health than ever before.

Natural and simple products, such as still water, are more and more associated with the healthy lifestyle. Many people accept the advice to drink at least 8 glasses of water a day. The studies have shown that as a nation, Britons now drink more bottled water than fruit juices / nectar's , wine or spirits (web). All of this gives a good reason to believe that the bottled water market in the UK is very likely to grow year after year. Why Dasani Failed in the United Kingdom Branding experts say that Dasani has failed in the United Kingdom because Cca Cla did nt set the agenda in explaining its positioning as a lifestyle brand. Mineral water companies such as Highland Spring have used the media t pint ut that Dasani's right t call itself "pure, still water" is questionable.

The negative coverage snowballed when it emerged Dasani's source is the same as that f Thames tap-water. After that, the Advertising Standards Agency has received three cmplaint's abut Dasani's labelling and the Fd Standards Authority had t investigate whether Cca-Cla could claim the product was "pure." (web) Cca-Cla's seven million put marketing drive fr Dasani has taken a savage hit, but the success f the brand in ther countries, such as the United States where it is the number tw seller, suggests it will nt just t g away. In the developing world people usually buy battle water because it is clean, r because it des nt taste f chlorine. In the west, it is a "lifestyle click." Mst consumers in developed countries would accept that the water that cme's ut f their taps is clean enough and quite serviceable fr cking, washing r even drinking.

The Dasani recall was prompted by tests that revealed higher levels f potentially cancer-causing breath ins than UK regulations all - though the concentration was be the European limit. Cca-Cla said that early bottles were uncontaminated and the product has been tested each week. (web) The breath, which derived frm a batch f calcium chloride containing excess levels f bride, she up in several tests following the "zn isatin" press, which ensures that Dasani contains calcium - a legal requirement fr battle water in the UK. CCGB refused t name its mineral supplier, r whether they were ging t seek any compensation. Later, they claimed that they received safe batches f calcium chloride. (web) The right f UK Dasani (the water is produced all and the world but is always purified rather than source water) came t light when a complaint was made t the British Fd Standards Agency ver Cke's use f the wrd "pure" in its Dasani marketing. The complaint was dealt with by the local authorities where Dasani is battle in Sidcup, east London, hinges n the charge that the marketing implies that tap water is 'impure'. (web) Conclusions The Coca Cola Company will have to think really carefully whether it should try to start selling Dasani water in the United Kingdom again.

Judging from the market information given above in this paper, if Coca Cola decides enter the British market, they will most probably be successful with their Dasani still water, which can be used as table water. The company will have to explain why it failed with its previous try on the market and how the product has been improved. It would be best to change the source of water for example, take the water from deep under the ground, 200 meters, for example. Another marketing catch that can be used is to explain why this water is produced locally by Coca Cola. It can be argued that it is extremely harmful to produce something as simple as water far from the actual consumers. Bringing bottled water from faraway burns unnecessary energy and pollutes atmosphere.

Consumers should be convinced that these excessiveness is not necessary in order to drink good water every day. This might change how consumers perceive Dasani: from being tap water first to becoming more natural, more ecological. Also, Coca Cola will have to refuse from adjectives like pure to describe this water. Rather, they should be marketing it as something needed and essential for optimal health. Nice marketing for active people, who are involved in sports, fitness activities, active outdoors, etc. would also be very beneficial for Dasani.

Bibliography AD Brands. net, Company Profiles, Account Assignments, Non Alcoholic Beverages Worldwide, visited on Nov. 6, 2009, web Beverage Digest, Coke Announces Dasani Water, CCE's Schimberg Cites Appeal of Purified Water, From Beverage Digest 2 / 19 / 99, visited on Nov. 6, 2009, web Bottled Water of the World, visited on Nov. 5, 2009, web British Bottled Water Producers Website, Waters vital statistics: industry data, visited on Nov. 6, 2009, web British Soft Drinks Association, Bottled Water, visited on Nov. 5, 2009 web CNN, Coke shuts tap on Dasani in UK, Plans for France, Germany also delayed, Thursday, March 25, 2004 Posted: 6: 01 AM EST (1101 GMT), visited on Nov. 5, 2009, web The Coca Cola Company website, Product Descriptions, visited on Nov. 6, 2009, web The Guardian, It's just water, right? Wrong. Bottled water is set to be the latest battleground in the eco war, Lucy Single, the observer, Feb. 10, 2008, visited on Nov. 5, 2009 web The Guardian, Things get worse with Coke, Bottled tap water withdrawn after cancer scare, HYPERLINK " web " Felicity Lawrence, consumer affairs correspondent, Saturday 20 March 2004 02. 35 GMT, visited on Nov. 6, 2009 HYPERLINK " web " web Just Drinks. com, Focus - Leading bottled water groups respond to pressure, visited on Nov. 5, 2009, web Wikipedia. org, Dasani, visited on Nov. 6, 2009, web


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