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Case Study

Kristal is a bottled water brand launched last year in California. It is advertised as the purest water in the world, sourced from an Alaskan spring with few minerals and nothing added. The launch targeted a healthy lifestyle audience. However, after six months sales were 345% below forecasts and few people were aware of Kristal. Public interviews revealed issues with the brand's positioning, distribution, and higher price compared to competitors like Welbeck and Rocky Mountain.

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EuphoryaBlossom
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243 views

Case Study

Kristal is a bottled water brand launched last year in California. It is advertised as the purest water in the world, sourced from an Alaskan spring with few minerals and nothing added. The launch targeted a healthy lifestyle audience. However, after six months sales were 345% below forecasts and few people were aware of Kristal. Public interviews revealed issues with the brand's positioning, distribution, and higher price compared to competitors like Welbeck and Rocky Mountain.

Uploaded by

EuphoryaBlossom
Copyright
© © All Rights Reserved
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Case study: Kristal Water (Unit 7)

Background: Kristal is a bottled water, manufactured by a US comany, !amilton "ood


and #rink $roducts (!"#$)% &ccording to !"#$, it comes from a sring dee under t'e
rocks in &laska, US% (t is ad)ertised as t'e urest water in t'e world% (t 'as few
minerals, and not'ing is added to t'e water to c'ange its taste% *'e water is targeted at
eole w'o want to 'a)e a 'ealt'y lifestyle%
*'e launc': Kristal was launc'ed last year in California, US% (t was ad)ertised in 'ealt'
maga+ines wit' t'e slogan ,*'ere is no urer drink in t'e world-% (t is sold in clear glass
bottles, in ./litre si+es% (ts rice is 01, w'ic' is 'ig'er t'an most cometing brands% *'e
brand name Kristal is rinted in large black letters on t'e label, wit' a icture of
waterfall% *'e water is a)ailable in delicatessens and 'ealt' food s'os% &fter si2
mont's, it was clear t'at t'e roduct launc' was a failure% Sales were 345 below
forecast, and )ery few eole knew t'at t'ere was a new bottled water roduct named
Kristal% *'e marketing deartment inter)iewed members of t'e ublic to find out w'at
was going wrong% $rice comarison Kristal 01, Welbeck 0.,6, 7ocky 8ountain 09,
"ontainbleau 01,6% 8arket s'are Kristal 15, Welbeck 975, 7ocky 8ountain 665,
"ontainbleau :5, ot'ers 75%
Krist
al
Welbec
k
Rocky
M.
Fontainblea
u
Supermarkets
Health food
shops

Convenience
stones

Delicatessens

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