Now that we’ve seen clearly the problem, let’s look at the table below. As we can see, Kristal is only available in delicatessens and health food shops while their competing brands (such as Welbeck and Rocky Mountain) are also available in supermarkets and convenience stores that why is easier for the competitor to increase quantity and attract the customers.
Kristal
Welbeck
Rocky Mountain
Fontainlbleau
Supermarket ×
√
√ ×
Health food shops
√
×
√
√
Convenience stores
×
√
√
×
Delicatessens
√ × ×
√
The first point is the customers don’t know our product. Moreover, we have a problem with distribution of product.
This pie chart shows percentage market share in packaged bottled water in USA in 2014 It’s easy to see that Rocky Mountain ranked No.1 with a share of 55% in the marketplace.
Welbeck brand is the second challenge in packaged bottled water category with 27%. Fontainlbleau and others brand have the same market share with 8% and 7% respectively.
The second point is some customers