Voss: Bottled Water that Dared to be Different

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Recommended: SWOT analysis of food and beverage industry

“Dare to be different” (Sandberg, 2012)

Contents

1.0 introduction 2

2.0 PESTLE 3

3.0 SWOT 5

4.0 Competitive analysis 7

5.0 Sources 8

1.0 introduction

Voss is a Norwegian brand of bottled water from the town Voss in Hordaland. The water is marketed in over 50 countries with a main focus on the USA. Voss received its “big break” from a manager at the high-end hotel of the Four Seasons hotel in New York, which led to a desire from other exclusive chains wanting to sell Voss in their establishments.

2.0 PESTLE

Political

- Violates with Kenyan law Economic

- Voss 62 kr,- per liter

Social

- Trends

- Facebook, Twitter

- Health awareness(especially in the US) Technological

- Voss Water Bars.

(Water jet technology)

Legal

- «Artesian» water

- Violates with Kenyan law Environmental

- Transportation(CO2 emissions)

- Bottled water harms the environment

- Accounting products lifecycles

- Recycle

After much research, there is no doubt that trend is a consistent factor that drives Voss water ahead. Due to this, the essay will focus on the social and environmentally part of Pestle analysis and how legal factors are interfering with the quality and credibility of the brand.

Social

Trends

Voss has two macro segments, each with its audience. To define the target groups in more detail, it is important to ask these three questions: what, who and how. In the first segment, the answer is: image, individuals and mineral water, and in the second segment: image, companies and mineral water (Neves, 2013). For the overall marketing of VOSS water, image seems to be the main drive for the company.

Voss water was first sold to high-end establishments in order to emphasise the quali...

... middle of paper ...

...th. Test av flaskevann, date accessed: April 20th 2014 [Online],

Available: http://www.tv2.no/underholdning/hjelperdeg/test-av-flaskevann-1640219.html#.UxHYEPkhBbc

Dagens næringsliv. (2013), April 24th. Voss vann med kjempeunderskudd, date accessed: April 18th 2014 [Online],

Available: http://www.dn.no/nyheter/naringsliv/2013/04/27/vossvann-med-kjempeunderskudd

My SAS ideas (2012), September 3rd, Voss water in Business- Class, date accessed: April 18th 2014 [Online],

Available. https://mysasidea.flysas.net/idea/voss-water-business-class

Lenzer, A, September/October 2009. Fiji Water, spin the bottle, date accessed: April 21st 2014 [Online],

Available: http://www.motherjones.com/politics/2009/09/fiji-spin-bottle)

Evian.com.“For elegant occasions” date accessed: April 15th 2014 [Online],

Available: http://www.evian.com/en_GB/55-evian-Glass-bottles

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