1. Market Research
  2. > Beverage
  3. > Soft Drink
  4. > Bottled Water Market Trends

Failure: Aquafina FlavorSplash - The importance of brand identity and accurate demographic targeting

  • October 2015
  • 17 pages
  • GlobalData
Report ID: 3364384

Summary

Search Inside

Summary
The flavored water market has been characterized by significant dynamism over the last few years, with intense competition developing to meet consumers' needs as they look for alternatives to, and migrate away from, carbonated and other less healthy soft drinks. This environment has encouraged all major players in water and soft drinks to explore opportunities within their line-ups, although this has met with varying degrees of success.

Key Findings
- Consumers generally see bottled water as a healthy, pure product. Even as a zero calorie beverage, the appearance of Aquafina FlavorSplash marked it out as something "unnatural" in consumers' suspicious eyes. Combined with the packaging redesign, this left consumers not knowing what the product really was or was trying to be.

- A key lesson is the need to balance carefully between retaining the identity and focus that comes with an established brand, and attempts at reinvention. Rather than try to reinvent or line extend, it may be better to launch from a fresh start where brand identity can be more readily separated from the old product.

- Understanding demographic trends is key in driving successful new launches in bottled water. Aquafina's re-launched FlavorSplash failed to connect with its target consumer base of teens and young adults.

Synopsis
- Failure: Aquafina FlavorSplash is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the failure of PepsiCo's Aquafina FlavorSplash flavored sparkling water product.

- It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

Reasons To Buy
- Use Canadean's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 60 Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.

Amrita helps you find the right report:

Testimonials

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at
Ikea

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at
Ingredion

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

Purchase Reports From Reputable Market Research Publishers

U.S. Bottled Water through 2021

  • $ 4995
  • Industry report
  • July 2017
  • by Beverage Marketing

Beverage Marketing’s definitive U.S bottled water market report looks at the largest beverage category by volume and considers every aspect of this resilient category and its competitive circumstances. ...

Global Flavoured Water Market 2017-2021

  • $ 3500
  • Industry report
  • August 2017
  • by Infiniti Research Limited

About Flavoured Water Flavored water is a type of drink which contains various enhancing ingredients such as minerals, spring water, sweeteners, and artificial and natural flavors. Flavored water is considered ...

Bottled Water Market Trends in China

  • $ 3000
  • Industry report
  • July 2017
  • by Asia Market Information & Development Company

This study focuses on China’s Bottled Water market trends. In the two past decades, the market has been growing at a fast pace. The dramatic expansions of the manufacturing capabilities and rising ...


ref:plp2015

Reportlinker.com © Copyright 2017. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.