Bling H2O Case Study

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Register to read the introduction… Consumers may purchase this product to dictate their personality. The unique bottle gives consumers a visual way to stand out from others, which is important to their self-image.
On a behavioural level, the buyer seeks a benefit-sought attitude towards Bling. Consumers purchase this product for special occasions. As the bottle is reusable and refillable, it allows these consumers to be loyal to the product. Bling H2O consumers seek benefits from the product, such as social status and exclusive luxury. This is the key reasons for Kevin Boyd initially developing Bling H2O.
Bling H2O has been so successful because of the drive of consumers to always be improving their self-image. The product also pushes to improve the perceived self, as it gives a physical way for consumers to stand out and gain status. Even individuals, that perceive this product as being an outrage, may envy the consumer through the social status such marketing creates.
Along with the water itself, the clothing line is another way to make the product seem exclusive. Those that buy the water can now instantly be put in an elite community when they buy the Bling
…show more content…
51, no.3, pp. 242-244.
Bottled water regulations n.d, Australasian bottled water institute, viewed 1st August, <http://www.bottledwater.org.au/scripts/cgiip.exe/WService=ASP0003/ccms.r?PageId=10058>.
'Rising water', 2008, Convenience, impulse and retailing, viewed 3rd August 2010, <http://www.c-store.com.au/magazine/159>.
Organic produce and bottled water get a boost, 2010, industry search, viewed 1st August 2010, <http://www.industrysearch.com.au/Features/Organic-produce-and-bottled-water-get-a-boost-4946>.
Who we are, n.d, Schweppes Australia, viewed 3rd August 2010, <http://www.schweppesaustralia.com.au/>.
Griffin, M 2004, water water everywhere, the Sydney Morning Herald, viewed 3rd August 2010, <http://www.smh.com.au/articles/2004/01/02/1072908900109.html>.
Bling h2o – Luxurious bottled water? Eco friendly?, 2009, Information maddness, viewed 3rd August 2010,

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