Question

VOSS Water

Questions:

1) Describe the water. What is it, and what differentiates it from competitors?

2) Discuss the packaging- what is unique about the packaging? Does it create perceived value for consumers (how/why)? Is it effective in differentiating the product from others on the shelves (how/why)?

3) Talk about the Brand. How does the brand help or harm the product? Is the brand easily recognizable to consumers? How does the product showcase brand? What is the reputation of the brand?

4) What trademarks, symbols or slogans are associated with this product?

5) What do you think the company does well in terms of the “Product P” this specific product (ex. Quality, brand recognition, etc)? What could it do better?

Answer 1

1) VOSS water is water which has been claimed by its manufacturers that it is "naturally filtered". This claim of the manufacturers (although the locals use the water from that natural filter anyways) and the heavy price paid by the firm on its advertising is what differentiates it from its competitors.

2) Usually, other water bottles are made up of plastic and are easily punctures. But the VOSS water comes in a glass container, which seems more like a $5 water flask purchased from Miniso. Although, water in the plastic bottle does what it claims to do, getting rid of the thirst, however, VOSS water, which comes in a glass bottle, makes people feel more refreshed. It does create a perceived value for the consumers because they feel that they are not harming the environment by drinking in a glass (instead of a plastic) bottle and also, consuming anything from a glass container is way better than consuming from a plastic container for the health.

3) Brand has given an identity to the product. Whenever people see VOSS, they blindly pay a hefty amount for the product, despite the fact that the product is just water. Also, the brand is easily recognizable at least to the richer section of the society. Even VOSS water has been used in James Bond's movies, which was easily recognized by the consumers. Product showcase the brand in a way that it is more like a luxury, then a necessity and this is what the reputation of VOSS has become.

4) Trademark of VOSS is a 90 degree rotated VOSS, written in the capital letters, with the words "artesian water from Norway" written between each letter in a non-rotated manner. This manner of writing has become more like a symbol for the brand. Also, the slogan associated with it is "Voss simply pure" and "artesian water from Norway".

5) The company is definitely doing well in terms of its public relations, marketing and advertising, which has not ceased to increase its popularity yet. However, water is one thing in which much differentiation cannot be brought. Simply changing its packaging from time to time will not help the brand to sustain in the long term. Therefore, the company should think of diversifying in other products as well.