I need you to answer 3 discussion posts from my peers and state whether you agree or disagree. (BUSI 2163 Marketing Strategy)

Post 1.

Is Everyone drinks water. It's just one big homogenous segment of thirsty people. No segmentation required a reasonable statement? No, I do not believe this is a reasonable statement at all. While we all know that everyone SHOULD drink water this does not mean everyone drinks water. Many Canadians do not like water and will reach for pop, energy drinks, fruit drinks, coffee, tea, etc to quench their thirst. If we were to put all of Canada into one Segment, we would be missing out on a demographic of people who prefer flavoured drinks.

You could argue that flavoured water is still water so this statement is still true. I would argue that they are two separate markets. Those that enjoy the flavour of plain water have no interest in flavoured waters and vice versa. Trying to hit both these markets with the same advertising will fall flat.

Further to that, let's argue that we are going to focus on plain old water. Avid water drinkers know there is a difference between Spring water and mineral water. So, we would still need to have two separate segments. Those that prefer spring water and those that prefer mineral water.

Post 2. The statement, "Everyone drinks water. It is just one big homogeneous segment of thirsty people. No segmentation required," presents an oversimplified perspective on the market for water consumption. While it is true that water is a fundamental necessity for human life, it is not reasonable to assume that the market for water is a homogeneous segment with no need for segmentation. Here are multiple perspectives on the statement:

Differentiated Preferences: Despite being a basic need, people's preferences for water can vary significantly. Some individuals may prefer still water, while others prefer sparkling water. There are also different mineral water options available, each with its unique taste and health claims. Furthermore, flavored water and enhanced water products cater to specific taste preferences and dietary requirements. Therefore, there is a need for segmentation to cater to the diverse preferences of consumers.

Targeting Specific Needs: The water market also encompasses various segments based on specific needs. For example, athletes and fitness enthusiasts might require sports drinks or electrolyte-enhanced water to replenish their bodies after intense physical activity. On the other hand, individuals with specific health conditions may opt for alkaline water or water with medicinal properties. By segmenting the market based on these specific needs, companies can develop tailored products and marketing strategies to address the unique requirements of different consumer groups.

Packaging and Distribution: Segmentation is also relevant when considering packaging and distribution methods. Some consumers may prefer bottled water for convenience, while others may rely on filtered water or water dispensers. Understanding the different distribution channels and packaging preferences within the water market allows companies to effectively reach and serve their target segments.

Geographic Considerations: Geographic factors can also influence water consumption patterns. For example, consumers living in areas with a clean and readily available water supply may have different preferences compared to those in regions with water scarcity. Segmentation based on geographic location helps companies address the specific challenges and opportunities within different regions.

In conclusion, while water consumption is a universal need, the water market is not a single, homogeneous segment. Consumer preferences, specific needs, packaging, distribution, and geographic considerations all contribute to the need for segmentation within the water market. By understanding these diverse factors and tailoring products and marketing strategies accordingly, companies can effectively meet the unique demands of different consumer groups

Post 3. I like that you mention lifestyle choices in your post. In this day and age, people are becoming more aware of the impact that plastic has on our environment. We are moving away from reaching for bottled water and conscience decision to carry around our own reusable water bottles, using refilling stations that can be found around our cities.

Is there a benefit to choosing bottled water over tap water? Tap water still goes through a filtration system before it reaches our homes. During disinfection, chemicals may be added to get rid of any remaining microbes to protect against germs (Kellie McGrane, 2020). Some people claim they can taste the chemicals in tap water, so they choose a bottle. This may be true depending on their location. Some water may need to be treated with chemicals more than others and some locations do not have potable water at all.

Another thing to consider about choosing bottled water is microplastics. While there is not much research on their effects on humans at this time, I feel like we are all aware of it Many people are now reaching for glass bottles to prevent microplastics from entering their bodies. While this doesnt mean that microplastics arent a risk for tap water, people dont think about it as much because they are using their own reusable bottle that they feel is safe from microplastics.

A 2018 study tested 11 widely available bottled water products from 9 countries, concluding that 93% of the 259 bottles sampled contained microplastics. This contamination was due in part to packaging and the bottling process itself (Kellie McGrane, Is Bottled or Tap Water Better for Your Health?, 2020)

Another test showed that Microplastics are present in both tap water and bottled water. According to Sherri Mason, a Penn State researcher, the study showed an average of 325 plastic particles were found in a litre of bottled water as compared to 5.5 plastic particles per litre of tap water. (Sulpizio, 2022)

With all this being said it seems as if the marketers for bottled water are going to have to start looking at other avenues to make their product more desirable for the newer generation.