Bottled water comes at a premium price and according to CNBC you may be paying a 4,000 percent mark-up on it.
Take, for instance, Osaka-based company Vieluce which has begun marketing “Fillico Beverly Hills,” a line of premium luxury spring water that goes for $100 per 750 ml bottle.
To justify that spend, there’s a need to go beyond the sexy bottle and really show the worth. Fillico comes from a natural spring at the foot of Mount Rokko in Kobe. Not only do they tout the beautifully crafted bottled and the pristine source, but of course, the lifestyle.
Intuit has a great post on marketing the bottle and some key points are below, which Fillico takes into account and leverages:
- Focus on image.
- Turn consumers into connoisseurs.
- Position your product as a sign of wealth.
- Offer convenience.
- Position your product as a solution to a problem.