One would think it was pretty funny when a couple of decades ago Del Boy from Only Fools and Horses sold tap water in bottles and claim that so called Peckham Spring. Good joke, great show. However, Tesco and Asda might have gotten advice from Trotter’s Independent Traders, since they have done exactly the same. Without declaring its origins, they have sold tap water in bottles and made… well they made bank. Each two litter bottle would sell for 17 pennies, or almost 27 cents. You don’t really need a lot of knowledge in accounting or economics to draw the line and add the numbers. Great job for whoever came up with the idea, but now that the customer loyalty is in danger, was it worth it?
The main reason why everybody got so upset about the situation is “Tesco Everyday Still Water” and “Asda Smartpiece Still Water” are being shelved next to Perrier and Evian and some merchandiser would tell you that’s a big deal. If it was just sitting there on the side, I am sure half of those people would not buy it. Why? Because if it’s next to Evian, it has to be as good, right? Not really. Brand targeting is huge nowadays. If I am good enough, I can make you buy anything you absolutely don’t need. Example: tap water for 27 cents a pop. Somebody would comment on that with “…But there was no label on the bottle saying that the water comes from the tap”. If you’re buying mineral water because you don’t want to drink tap water, you know how much controversy there is about tap water. If it says “filtered”, it is probably the very same thing you’re drinking at your house. I know that Tesco and Asda know that, and those customers surely should have known that.
Now let’s look on the other side of the equation that is called “moral issues in a corporate world”. Why guys? Well, it’s called money, and yes, it does make the world go around. Does that make Tesco and Asda more greedy? Maybe, but it is in our nature to have more and better. Folks from both Tesco and Asda feel as they did all they could to let people know they are buying tap water. It will be very interesting to see sales for bottled water in these two giant supermarket chains. Personally, I don’t think it will affect them at all. People like to buy cheap stuff because it is cheap. But there’s a catch. Other people are gifted with a talent of selling things, and they will sell you something that you don’t need, if and only if you don’t know weather you need it or not. “Is that tap water right next to Evian and Perrier? I’m sure it’s good for you otherwise it wouldn’t be there”. That is where money and morals split apart.
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