Competition Bobble Water

Introduction

The bobble water bottle is a suitable product that filters water as you drink. It is the most preferable product for treating water in that it utilizes a disposable carbon filter that removes both organic and chlorine contaminates. It is a reliable product that creates a strong platform for consumers to enjoy taking safe and clean water. Richard and Stephanie Smiedth are the founders of this product who in 2008 established the need of having the following product that would filter water and make it safe for human consumption.

Based on Move Collective (2013, p1).

Market Analysis

The primary target group for Bobble is middle class segment between the ages of 18-55 years.

The reason for this group is that it understands the importance of taking clean and safe water. This target group is more concern with their health and their children’s health and therefore they would do anything to get the product to deter contaminants from water. The product appeal this segment in that it is reusable, can be taken anywhere, and filled up whenever needed. Particularly, families are likely to enjoy the light weight of the product as discussed by Pariser (2011, p24).

Competition

As the product expand in German, it is more likely to face direct and indirect competition. In essence, direct competition is a major threat in that there are companies who are selling and distributing the same product to consumers. Additionally, indirect completion is also a major problem in that there are businesses that sell and offer slightly different product from the bobble water bottle, but target the same consumers. In other words, there are substitutes in the market and this creates a concern of sharing the same market. The main competitors that offer substitutes in the market are Soft drink companies such as Nestle, Coca-Cola, and Dr Pepper Snapple with 7.9%, 2.9, and 2.9 market share respectively (Nilsson & Rapp 2005, p22).

Typically, the product faces direct competition from German Companies such as Brita that offer the bobble water product made from the recycled products free from PVC and Phthalates, which saves the planet from water. With this, the new product is more likely to face direct competition in the market place as their similar products that offer environmental benefits (Mendez 2010, p1719). Brita GMBH is one of the leading companies in portable products of water filtration and this poses a great threat to this product in that this company offers similar products and targets the same market (Holdgaard & Spiermann 2011, p1667).

Product Goals

To fully target the German population, it is important to have a plan that will ensure that the product is distributed effectively in all regions. The main product goal is to offer affordable bobble products to the German population. In this case, the main goal is to convert the first time consumers to frequent and potential clients. Still, the product seeks to target the consumer needs of German population in a stylish and environmental way. Additionally, the product intends to gain at least 50% market share of the bobble water bottle in German market. To attract a wide range of consumers, the product will be sold at an affordable price. To gratify customers’ needs, the product will be delivered in a timely manner without any defect (Pariser 2011, p30). The following graph explains explain the plan that the product intends to achieve in terms of sales and revenues from 2013 to 2016. As shown in this graph, the product intends to increase in its sales from 20% to 45% and from 10% to 40% in its profits.

Bibliography

Holdgaard, R. & Spiermann, O. 2011, “Brita GmbH v. Hauptzollamt Hamburg-Hafen”, Common Market Law Review, vol. 48, no. 5, pp. 1667-1685.

Mendez, M. 2010, “The Enforcement of Eu Agreements: Bolstering the Effectiveness of Treaty Law?”, Common Market Law Review, vol. 47, no. 6, pp. 1719-1756.

Move Collective. 2013, Bobble Make Water Better, Retrieved from http://www.waterbobble.com/germany/bobble.html

Nilsson, F., & Rapp, B. 2005, Understanding Competitive Advantage: The Importance Of Strategic Congruence And Integrated Control, Berlin, Springer.

Pariser, E. 2011, The Filter Bubble: What The Internet Is Hiding From You,New York, Penguin Press.