CAROLINA R.: Pre-Intermediate CASE STUDY Kristal Water

1. How do we make Kristal bottled
water a sustainable business?
Carolina Rodríguez Buitrago
Member of the Marketing Department of Hamilton Food
and Drink Products - HFDP
Kristal Kristal
water water
Kristal
water

2. How do we make Kristal bottled
water a sustainable business?
Reasons that I’m here today:
Talk about the biggest problem with our new brand
It was launched last year in California
Try to find some solutions
Kristal Kristal
water water
Kristal
water

3. Agenda
Charts: price comparison vs. market share
What did we do?
What’s happening with our brand, problems with the 4 Ps
o Producct
o Price
o Promotion
o Place
Summary and questions

5. What did we do?
My Marketing Department in head of Miss Carolina Montes:
Interviewed 333 members of the public
To find out what’s happening with Kristal bottled water:
o What’s the problem with the Product
o What’s the problem with the Price Kristal
water
o What’s the problem with the Promotion
o What’s the problem with the Place

10. Summary and questions
Summary
We are having a big problem with our
new brand
If you, my specialist people, couldn’t find
the solutions for the 4 Ps, who will do…
I’ll give you just 2 days to think
Let’s your imagination flies
Find the solution to rescue the best
water in the world “Kristal bottled
water”