Opportunities are everywhere for bottled water companies keeping an eye open.
Although many
large beverage companies are getting the "big" deals, smaller and
mid-size companies should take note. Smaller companies can learn lessons from
these beverage giants and find opportunity where others may not see it.
Partnerships can develop and prosper just about anywhere.
Take a look at grocery stores, movie theaters, local tourism organizations,
local restaurants, bowling alleys, fitness centers and maybe even public water
systems.
Many smaller bottlers have even partnered with the big beverage
companies such as Pepsi Co.
Private labeling has become a big business and powerful
marketing tool. Your bottled water company's success depends on your
level of creativity. Challenge yourself to make those unique partnerships work.
Here are some examples of partnerships from big businesses that teach where to
find that next customer.
1. VISIT FLORIDA, the state's official tourism
marketing organization, partnered with Miami-based BEVsystems International,
Inc. for the distribution and promotion of Florida's
"official" water under the FLA USA brand. The agreement is intended
to increase the availability of the product to consumers within Florida as well
as nationally and internationally.
VISIT FLORIDA is a unique not-for-profit corporation that
markets Florida tourism on behalf of the Florida Commission on Tourism.
"We are very excited to bring the FLA USA brand of
bottled water to the mass marketplace," said David Gardner, director of
brand development for VISIT FLORIDA. "The FLA USA bottled water product
has been a hit with consumers, and we now need the distribution channels that
BEVsystems can provide to allow the brand to reach the mass marketplace."
2. The Walt Disney Co. and the Coca-Cola Co. expanded their
multiyear agreement by which DASANI water will be the featured bottled water at
Disney's U.S. parks and resorts. The water also will be served on the
Disney Cruise Line. The alliance includes sponsorship and promotional
opportunities including advertising buys across Disney's media properties
through ABC Unlimited.
DASANI also will be an associate sponsor of The Walt Disney
World Marathon. Additionally, the Coca-Cola Co. will expand DASANI's
media spend across Disney's media properties such as ABC-TV, ESPN and
Lifetime.
3. StonePoint Group Ltd. signed a manufacturing agreement
with Target Corp. to supply private labeled bottled water to Target retail
stores nationwide. Target's private labeled bottled water is established
under Target's grocery and produce brand, Archer Farms Market.
"In 2001, we demonstrated the success of our business
model with a select number of high profile partners such as 7-Eleven and
Macy's," said Ted Konyi, president of StonePoint.
In addition, StonePoint was awarded the private label PET
bottled water business for 148 Albertson's Grocery stores in the
northwest United States.
"It furthers our view that national retailers are increasingly seeking a complete solution that meets all their private label water requirements on both a regional and national basis," Konyi said.
