Competition Bobble Water

Introduction

The product which I have chosen to develop a marketing plan for, to expand in Australia is the bobble water bottle. Bobble is a sleek, reusable, patented water bottle that filters water as you drink. Bobble uses a replaceable carbon filter and as water passes through the carbon filter, the filter removes chlorine and organic contaminates.

Background

In 2008 bobble water bottles founders Richard and Stephanie Smiedth, were in Asia developing a new product, when one day they came across an open field that was piled high with factory waste. To Stephanie and Richard the scale of the waste was massive and presented a graphic illustration of the effect of the often invisible impact of production and consumption on the environment. Stephanie and Richard turned their attention to creating a single serve plastic water bottle, and have thus reinvented the water bottle itself with the invention of bobbles portable filter.

Bobble water bottle

I believe the bobble water bottle would be a great success in Australia, bobble was created by Move Collective LLC, of New York. Bobble is a sleek, reusable, patented water bottle that filters water as you drink it, instantly providing sustainable filtration. The bobble water bottle comes in a range of sizes and features a replaceable, recyclable carbon filter that removes chlorine and organic contaminants from tap water, providing a cleaner, crisper taste [3] .This product would provide the Australian consumer an ecological alternative to single serve plastic water bottles which cause a lot of harm to the environment. In Australia alone we spend $544 million every year on portable water bottles [4] and this cost is not just limited to people’s wallets either. Each year almost 300,000 barrels of oil are used to make plastic bottles and as we all know most of these bottles are casually discarded, ending up in our oceans, landfills and they litter our sidewalks.

Why would bobble be a success in Australia? The answer to that is simple, bottled water is a costly addiction and as stated earlier Australians currently spend 544 million dollars a year on bottle water [4], this equates to approximately 77,000 tonnes of plastic water bottles which end up in lad fills each year. By switching to bobble, which is made from recycled materials, all Australians will be able to do their part to eliminate unnecessary waste and they would be saving themselves a lot of money in the process as bobble retails for $14.95 and can be refiled 300 times before the filter needs to be replaced [2]. Bobble also comes in many different colours and designes which will undoubtedly be a hit with Australia’s younger public.

With the changing attitude of the Australian public towards environmentally friendly products, as we have seen with the implementation of environmentally friendly bags in super market has been a great success, bobble will undoubtedly be a success in the Australian market. Another aspect why bobble will enjoy financial success in the Australian market, is that that there no real competitors to compete with as bobble is one of a kind. Bobble will be able to enjoy success in Australia just as it has around the world in such countries as America, England, France, Brazil and Tokyo etc, [2].

Bobble has also received rave reviews from customers and global retailers. It has won numerous industry awards including a Green Good Design Award 2010/2011, Gold Edison Award 2011, a Red Dot Award 2011, an American Graphic Design Award, a Good Design 2010 Award, a Spark! Award, iF Packaging Award, Ambiente 2011 Award, Die Line Packaging Award, Great Idea Award 2011, [2].

References

Database: Vocational Studies Complete, Plastics News, 2/21/2011, Vol. 22 Issue 47, p4, 1p. Accession Number: 59222143
Database: Regional Business News; NY-bobble-water-jug, PR Newswire US, 10/25/2011, Accession Number:NEWS.USPR.NY92585
http://www.waterbobble.com
http://0-search.proquest.com.library.vu.edu.au/docview/710212866?accountid=14844