U.S BOTTLED WATEr INDUSTRY CASE Presented by: Ankit Phartiyal Dheeraj Kumar Santosh ghildiyal Laishram Arnold Nitish goyal
CONSUMERS •For Consumers the concept of bottled water is a new concept. •People seen it as an alternative to other drinks like Canned juices, beer etc.
CONSUMERS• In 2005, U.S became the leading country in consumption of bottled water with 17.4% global share.• Due to the world-wide spread of these bottled water industry ,the level of groundwater is going down drastically.• Consumer Watch Groups felt that the claims made by the Bottled Companies regarding the sources of bottled water & its superiority to tap water is misleading.• According to them, Pepsi & Coca-Cola drew water directly from Municipal taps while Danone & Nestle drew from the groundwater streams.
COMPETITORS•The 3main companies Pepsi, Coca-Cola and nestle were themain dominants•COCA-COLA•It uses 25% recycle content in plastic bottles and to set an 80% container recovery goal.•It reduced the global PET(Polyethylene Teri Phthalate) bottle use by more than 10,000 tons.•It managed to reduce their water consumption by 6% in operations.
•PEPSI•It voluntary compliance in order to achieve environment sustainability.•It launched a campaign to educate people about the importance ofrecycling.•NESTLE•It worked on improving the production system to recycle.•It reduced the water use in bottling operations and reduced the annualwater consumption.
ENVIRONMENTALISTS• They considered bottled water to be non-environment friendly product and argued that empty bottles contributed to solid waste.• They also pointed out that branded water, should be sold in that state which makes it easy for state to force companies to meet stan- dards set by FDA.
• Theytold that only 16% of many tons of plastic from water bottle is recycled.• They strongly demanded that consumers should have right-to- information about bottled water and information should be available on request through contact No. and internet.
Social Activists•Studies found high level of toxic ingredients like Arsenic and Mercury with in bottled water.•Acc to EPI bottled water is not guaranteed to healthier than tap water, only include added minerals that have no health benefit.•CAI initialized a campaign ‘Think outside the bottle’ to challenge irresponsible corporate action all over the world.•Activists tried to convince people to refill bottles with tap water and avoid purchase of bottled water.