Competing in a crowded market.
WHAT CUSTOMERS ACTUALLY JUDGE
Whether it is available Price Whether the packaging is intact Taste and appearance Whether they trust the producer
WHY AVAILABILITY DOMINATES
Water is bought habitually and the nearest available product is bought.
WHAT THAT MEANS
Distribution reach matters more than brand.
WHAT BUILDS TRUST
Visible registration Consistent quality Packaging that does not leak A name people recognise
WHY LEAKING PACKAGING MATTERS SO MUCH
It is the most visible quality failure and it is remembered.
WHAT TO COMPETE ON
Reliability of supply Consistency Relationships with distributors and retailers
WHAT NOT TO COMPETE ON
Price alone.
WHY
Margins are already thin and price competition is unsustainable.
WHAT TO ESTABLISH WITH RETAILERS
Why stocking your product is worthwhile Reliable delivery Fair terms
WHY RELIABILITY MATTERS TO THEM
A retailer who runs out sells a competitor's product and may not return.
WHAT INSTITUTIONAL SUPPLY REQUIRES
Registration documentation Test results Consistent supply Invoicing they can process Credit terms
WHAT TO PREPARE
That documentation, ready.
WHAT TO ESTABLISH ABOUT BRANDING
That it is registered as a trademark, if it has value.
WHY
Copied packaging is common in this sector.
WHAT TO MONITOR
Whether others are imitating your packaging.
WHAT TO MEASURE
Volume by channel Outlets stocking your product Repeat orders
