YOU!
You have created bottled water called Spla$h, and plan to enter
the bottled water market. It can be produced in either still
or sparkling versions, and you can offer it at a variety of price
ranges based on where you believe it belongs. Spla$sh is
ultra-hydrating and whitens teeth. Currently, you understand
that consumers are using price and sparkling vs. still as their
evaluative criteria in selecting bottled water, but you believe
there may be more relevant criteria for Spla$h. Using the
perceptual map below, develop a positioning strategy and answer the
following questions.
1. Given these evaluative criteria (sparkling vs. still,
and high price vs. low price), what position on the map will you
choose to target for Spla$h? Why?
2. What evaluative criteria would you suggest for Spla$h in
order to change the conversation people are having about bottled
water and thereby benefit your product?
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