Chapter 4 - The Marketing Environment

The target market for my product is virtually everyone because it is water which is universal. To be more specific my product markets for people ages 12-30 as it is an alternative to plastic which can bring attention, and gain traction which can bring in consumers of all ages. To go more in depth we also target people that go to gyms and workouts as we provide refreshing drinks and an alternative to plastic. 

Chapter 11- Developing and Managing Products

The development of Just Water is very distinct innovation as water has never been out of carton before. With the bottle made completely out of carton and a plant based cap it is very Eco friendly which gives relief to a lot of consumers. With also introducing flavors to the water it gives a wave of new consumers interested in water and saving the environment. 

Chapter 3- Ethics & Social Responsibilities 

With Just Water focusing on water there is not much controversy on ethics and morality when it comes to advertising or distributing the product to any certain age group or type of people. As time passes on people grow weary of how the environment is being taken care of and how to continue to take care of it. With majority of water bottles being plastic its a society norm to go to the store and buy a plastic bottle just so it can be thrown away. With those bottles being thrown most of it ends up in landfill further messing up the ecosystem of the earth. With the carton bottle being made up of paper it fulfills and lives up to social responsibilities as it enforces change and many other companies are following in the footsteps of Just water and going green with their brand.     

Chapter 2 - Strategic Planning for Competitive Advantage

                             

With Just Water being in the water industry competition is bound to occur when it comes drinking water. With these brands all fighting for a spot strategic planning needs to come into play in order to not become a "dog" in the marketplace. Just Water does not necessarily rely on cost competitive advantage unlike other Water brands that rely on single sales in deli's and stores. Rather the company flaunts and depends on the fact that the water is in a carton which use product differentiation competitive advantage in order to appeal and sell to  consumers, Consumers who are passionate about saving the environment and see a bottle like Just Water and would choose that brand compared to say a Poland Spring that uses all plastic. Just Water is not the only brand that is out now with a carton based bottle. Brands that offer fully carton based bottles like "Flow" and "Boxed Water" are some of the few competitors Just Water has to face. What gives Just Water competitive advantage is its variety of flavors that come in the boxed water, whether its infused lemon or berry the variety is what attracts many people towards the brand. Just Water's plan is to keep appealing to the youth and instill a healthier lifestyle for them and for the planet meaning going green by purchasing a carton based bottle instead of a plastic one.