An integrated marketing campaign for Dr. Edwards sterilized drinking water

• Main Author: Mallari, Lorine Adiel N.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Dr. Edwards sterilized drinking water; Advertising > Bottled water > Philippines; Bottled water > Philippines; Drinking water > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5298
• Institution: De La Salle University

The growing awareness of the consuming public of the importance of safe drinking water, the retail volume sales still of still bottled water has increased by 4% in 2015. Greater part of the consumers has come to accept still bottled water as their main source of safe drinking water especially for babies. This increasing dependence on bottled water is due to frequent flooding, leaking water pipes, mounting garbage problems that have resulted to water pollution prompting consumers to believe that tap water is unsafe for consumption (Euromonitor, International 2016). As a response, more and more companies launched a bottled water brand that addresses different needs for the consumers. One of which is Dr. Edwards Sterilized Water, a brand that meet the health of infants and immune-compromised adults. Following a change of management and eight months ago since it was re-launched, the brand still faces lack of significant awareness and engagement particularly to consumers. Furthermore, survey results showed that mothers of infants use Distilled drinking water with formula milk and that majority does not know difference of each water treatment process. These mothers also said that they gather information on bottled water products through doctor's advice and friends' recommendation. The brand also has not utilized its digital assets, which resulted to extremely low awareness. Online data supported by survey showed that millennials dominate the population and they are heavy online users. They mostly get ideas of what products to purchase through online platforms. In addition, while Filipinos are traditionally savers, they however are willing to pay more for high-quality baby products, and the wide availability of premium-priced brands reflects the high demand. This applies to baby products such as clothing, diapers, food and milk, among others. There has also been an increase of organic baby food products, which are costlier than traditional baby food products. (Euromonitor International, 2015). Meanwhile, Dr. Edwards Sterilized Water could benefit from this insight by engaging millennial mothers to be clearly aware of the brands health and how it stands out from other bottled water brands.