Business Development For The Private Labeled Bottled Water Industry
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Marcus Stout
May 19, 2013, 9:36:16 AM5/19/13
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Please consider this free-reprint article written by:
Marcus Stout
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The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
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Article Title: Business Development For The Private Labeled Bottled Water Industry
Author: Marcus Stout
Word Count: 797
Article URL: http://www.isnare.com/?aid=186464&ca=Business
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=186464
Easy Publish Tool: http://www.isnare.com/html.php?aid=186464
*********************** ARTICLE START ***********************
The private labeled bottled water industry is exciting with tremendous growth opportunities and the ability for suppliers to offer their customers and strategic partners creative, effective advertising solutions.
But like any business, care is required to develop the business in a profitable way and the best way to do this is to establish a focused business development effort that utilizes the tools and techniques established by successful business.
The first step is to define the concept �business development�.
Definition:
Business development �includes a number of techniques designed to grow an economic enterprise. Such techniques include, but are not limited to, assessments of marketing opportunities and target markets, intelligence gathering on customers and competitors, generating leads for possible sales, follow up sales activity, formal proposal writing and business model design.
Business development involves evaluating a business and then realizing its full potential, using such tools as marketing, sales, information management and customer service. For a sound company able to withstand competitors, business development never stops but is an ongoing process.� (source: Wikipedia)
From this definition it is clear that business development is more than closing the sale and each technique requires detailed planning and follow up.
Using the concepts of business development, our company developed a robust, profitable private label water business but it took considerable initial and continuing effort.
Unique Value Proposition:
Our first challenge was the development of a Unique Value Proposition that answered the question �Why should I buy from you�.
After a review of the market and the competition it was determined that private labeled bottled water was a powerful, cost effective, advertising vehicle but because a customer�s brand was affected, high product quality and customer service was required. Our Unique Value Proposition was established and stated:
�Element H2O will provide powerful and cost effective advertising and brand promotion for its customers based upon the highest quality consumable private label water, label design and customer service.�
Marketing and Target Markets:
Field and internet research was conducted with the basic question being: What are the characteristics of industries are most likely to use our product at a price that is profitable to us. Key characteristics were developed:
� Prospects that provide a quality product or service.
� Industries operating in a competitive market environment where product/service differentiation was critical.
� Prospects that required drinking water for customers, clients or prospects.
� Prospects that maintained a quality brand image.
Initial research indicated that the following industries were initially high potential targets:
� Hospitality (Hotels and Spas)
� Banking
� Mortgage Brokers
� Real Estate
� Ski Resorts
Sales Channels and Market Access:
It was decided that two channels would be used to go to market � direct selling and e-commerce. An e-commerce site was developed that allowed customers to design their own label for the bottles or provide an existing design consistent with the customer brand strategy. Search Engine Marketing and Optimization techniques were used to promote this channel.
A direct sales staff was formed to develop and close sales opportunities and these efforts were supported by a direct mail campaign and networking with local chambers of commerce, local trade associations and lead sharing groups.
The sales effort, after a series of initial false starts and disappointments matured successfully as we reviewed and revised the fine points of our effort.
Product Quality and Customer Service:
Our corporate strategy for all products is to stay at the high end of the market and this was particularly true for private label bottled water where the market is characterized by cutthroat competition and many low quality vendors who are slashing prices and selling on price rather than quality.
We focused on three areas of quality:
� Water purity � we used a steam distillation/ozonation process that guaranteed 99.9% pure water that tasted delicious.
� Label Design Quality � We used an in house professional designer to guarantee label design quality.
� Label Print Quality � We used laminated label stock that was extremely durable and water proof and used digital or flexo printing technology to guarantee quality.
Customer service was particularly important as we established a reputation for delivering on time and correctly. If mistakes occurred, and they did, we adopted a no questions asked guarantee. We established a reputation as a reliable vendor for our customers.
The business became a successful mainstay of our business but only because we developed a planned, business development process that we reviewed constantly and made changes that the market required.
About The Author: Marcus Stout is President of Element H2O. For more information about bottled water, private label bottled water and bottled water delivery go to http://www.elementh2o.com
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=186464
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Marcus Stout
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=186464
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=186464
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Business Development For The Private Labeled Bottled Water Industry
Author: Marcus Stout
Word Count: 797
Article URL: http://www.isnare.com/?aid=186464&ca=Business
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=186464
Easy Publish Tool: http://www.isnare.com/html.php?aid=186464
*********************** ARTICLE START ***********************
The private labeled bottled water industry is exciting with tremendous growth opportunities and the ability for suppliers to offer their customers and strategic partners creative, effective advertising solutions.
But like any business, care is required to develop the business in a profitable way and the best way to do this is to establish a focused business development effort that utilizes the tools and techniques established by successful business.
The first step is to define the concept �business development�.
Definition:
Business development �includes a number of techniques designed to grow an economic enterprise. Such techniques include, but are not limited to, assessments of marketing opportunities and target markets, intelligence gathering on customers and competitors, generating leads for possible sales, follow up sales activity, formal proposal writing and business model design.
Business development involves evaluating a business and then realizing its full potential, using such tools as marketing, sales, information management and customer service. For a sound company able to withstand competitors, business development never stops but is an ongoing process.� (source: Wikipedia)
From this definition it is clear that business development is more than closing the sale and each technique requires detailed planning and follow up.
Using the concepts of business development, our company developed a robust, profitable private label water business but it took considerable initial and continuing effort.
Unique Value Proposition:
Our first challenge was the development of a Unique Value Proposition that answered the question �Why should I buy from you�.
After a review of the market and the competition it was determined that private labeled bottled water was a powerful, cost effective, advertising vehicle but because a customer�s brand was affected, high product quality and customer service was required. Our Unique Value Proposition was established and stated:
�Element H2O will provide powerful and cost effective advertising and brand promotion for its customers based upon the highest quality consumable private label water, label design and customer service.�
Marketing and Target Markets:
Field and internet research was conducted with the basic question being: What are the characteristics of industries are most likely to use our product at a price that is profitable to us. Key characteristics were developed:
� Prospects that provide a quality product or service.
� Industries operating in a competitive market environment where product/service differentiation was critical.
� Prospects that required drinking water for customers, clients or prospects.
� Prospects that maintained a quality brand image.
Initial research indicated that the following industries were initially high potential targets:
� Hospitality (Hotels and Spas)
� Banking
� Mortgage Brokers
� Real Estate
� Ski Resorts
Sales Channels and Market Access:
It was decided that two channels would be used to go to market � direct selling and e-commerce. An e-commerce site was developed that allowed customers to design their own label for the bottles or provide an existing design consistent with the customer brand strategy. Search Engine Marketing and Optimization techniques were used to promote this channel.
A direct sales staff was formed to develop and close sales opportunities and these efforts were supported by a direct mail campaign and networking with local chambers of commerce, local trade associations and lead sharing groups.
The sales effort, after a series of initial false starts and disappointments matured successfully as we reviewed and revised the fine points of our effort.
Product Quality and Customer Service:
Our corporate strategy for all products is to stay at the high end of the market and this was particularly true for private label bottled water where the market is characterized by cutthroat competition and many low quality vendors who are slashing prices and selling on price rather than quality.
We focused on three areas of quality:
� Water purity � we used a steam distillation/ozonation process that guaranteed 99.9% pure water that tasted delicious.
� Label Design Quality � We used an in house professional designer to guarantee label design quality.
� Label Print Quality � We used laminated label stock that was extremely durable and water proof and used digital or flexo printing technology to guarantee quality.
Customer service was particularly important as we established a reputation for delivering on time and correctly. If mistakes occurred, and they did, we adopted a no questions asked guarantee. We established a reputation as a reliable vendor for our customers.
The business became a successful mainstay of our business but only because we developed a planned, business development process that we reviewed constantly and made changes that the market required.
About The Author: Marcus Stout is President of Element H2O. For more information about bottled water, private label bottled water and bottled water delivery go to http://www.elementh2o.com
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=186464
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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