CLAUDIA: Pre-Intemediate UNIT 7 Krystal Water

1. Kristal is bottled water, manufactured by a US
Company. Kristal Water was launched last year in
California for Hamilton Food and Drink Products
The price the Kristal Water is higher than other brands,
because the water comes from a spring deep under the
rocks in Alaska. Further the water is bottled in glass
bottles.
After six month, Kristal water is not sold as The
Company has budgeted. For analysis is situation, the
Company did one survey a different consumers. The
objective indentifies which is the problem, product,
brand, marketing or distribution.

2. The Company made a survey of different customers.
After the survey, the result was as follows
•The customer doesn’t know the product. Some
customers didn´t know brands exist in the market.
•The price is higher than other brands and the products
are equal. Customer said no pay more for equal
products
•Customer don´t know the benefits that people drink
this water.
•Supermarket doesn’t have de Kristal Water and
customer doesn’t know where it can buy the product.

3. Finally the interviews the customer, the Marketing
Department, has concluded
•The advertising didn´t say the benefit for health, when
people drink Alaska Water.
•It can´t say the benefit for the environment, the Company
bottled the water in glass water.
•Kristal Water has not been distributed all the
supermarkets the California.
•Additional the Company must review the price, until the
customer knows the products, and their benefit.

4. The Company could relaunch the Kristal Water, it change
the strategy in the advertising, price, exhibition and
distribution.
The advertising could report that Kristal water has benefits,
like:
•It s some of the most pure water, because it has been
extracted from a deep the rocks in Alaska
•The water is extremely clear and pure. It doesn´t have
preservatives or additives
•Kristal water is free of any biologic organisms.
•It is naturally high in oxygen, it´s important for health,
additional it helps clear the body and it improving.
•Further, the advertising would report the benefit that the
Kristal Water is bottled in glass bottles.
•The advertising can have images the rocks in Alaska

5. The Company could review the distribution of Alaska
Water in the supermarket in the state the California
where they have the exhibition the product.
The advertising must say that the product could be found
in all supermarkets.

6. The Company can to make famous people like actresses,
they could be in different places the Alaska and they can
say the benefit the water.
Cost
The cost could be high, but the Company changes the
advertising can increment sales in the next months and
profit.
The marketing and advertising are very important in the
process increment the sales, and introduce the product in
mind the people.

7. The product is good but the advertising never say the
benefits the product for health the people.
People didn´t have clear why the product is most
expensive that other similar product.
Therefore, it is important to change and advertising
strategies, distribution and prices