Bling H2O Market Segmentation

Targeted audience of Bling h2o if it were available in Australia would mainly be single Generation Y females who live in a an urban or suburban area and from higher priced region such as North Shore of Sydney, Southern regions of Melbourne due to the fact that people with residency in such suburbs have a soaring average income upwards of $90 000 (Saulwick 2009) and are more likely to forfeit money for a bottle of Bling h2o. The Bureau of Statistics shows that 23% of residents of Sydney’s Mosman residents were employed as managers and administrators, compared with the state average of 9 percent (Wade 2007) and so are more often around high income earners such that they may want to differentiate themselves from others with a bottle of Bling h2o.

According to research conducted by the Australian Bottled Water Institute (ABWI), bottled water is popular amongst people of a large range of demographics, but consists largely of young singles and couples, particularly females aged between 14 and 35. (Bottled Water Regulations and Safety 2004)

The bottled water industry is regulated as a packaged food product by Food Standards Australia New
Zealand (FSANZ) with high standards and due to legal nature of the standards in place, it must be met by all water bottlers without exception to ensure consistent safety, quality and taste. As well as being under strict regulation by the FSANZ, bottled water is subject to food laws and labelling requirements of the Australian Consumer and Competition Commission (ACCC) and is subject to recalls like all other food products. With much attention focused on the safety and security of the nation's food supply, the bottled water industry has elevated its efforts to provide consumers with a safe, high quality product. The numerous federal and state regulations and standards already in place, coupled with the bottled water industry’s use of enhanced learning systems help ensure the safety and security of our products. (Eardly 2004)