Reusable water bottles have become exceedingly popular. Therefore the frequent use of reusable water bottles has created a new need, to maintain a clean water bottle.

Bottle Bright is a company that sells tablets that will clean your water bottles, camelbacks, and pitchers. The tablets are made with all natural ingredients, which are mineral-based and leave your bottles clean and odorless. But how big is the dirty bottle dilemma?

According to a report by Transparency Market Research (TMR), the global reusable water bottle industry was estimated at an opportunity worth US$7.6 bn in 2016. How can Bottle Bright become a household name and dominate the market? I would suggest for them to do three things.

Strut your stuff. Although there are similar products to clean your water bottles, they contain ingredients like Chlorine Dioxide, which most consumers steer away from because of the harmful health impacts. Since Bottle Bright is all natural use that to your competitive advantage and market that as a focal point. Your packaging does mention it but I would go as far as to change the logo and designs to make it a bigger focus. 

Increase awareness. The main dilemma that Bottled Bright faces is awareness. Most consumers do not know Bottle Bright exists. Instead of trying to focus on shelf space in the retail industry, which is going to be extremely costly and go unnoticed by the majority of your target market, online stores like Amazon and eBay are great options. Marketing your product through other water bottle companies, which already attract your target market, would be most ideal. This could be anything from creating a licensing deal to private labeling, as long as Bottle Bright is still on the product I think you can only gain. 

Push to adventure companies, Hydro Flask, Klean Kanteen, Contigo, Bulletin Bottle,Thermos LLC,Thermo Fisher Scientific Inc. If you were able to collaborate with any of these companies it would be a win-win. If the company was Hydro Flask, for example, they don’t have to spend a single dollar or risk developing a new product. They simply advertise it on their website and receive a commission off of each Bottle Bright sold.

There are a lot more people who buy reusable water bottles than buy Bottle Bright. Opening the door to awareness is the number one priority of marketing.  I want ever water bottle to be sold with a Bottle Bright product.

Lower the price. It costs Bottle Bright 79 cents to make a pack of ten cleansers, which they wholesale for 2.99 and then sell 5.99 at retail. When approaching companies to collaborate an affordable and attractive price is necessary.  To either sell cleansers for 2.00 to the collaborating brand or 4.00 directly to the customer would be two alternatives. I love the product Bottle Bright because in business it’s not the first sale but that second sale that matters. Bottle Bright is something you repurchase, which is good news for a company.

Ultimately I see Bright Bottles biggest obstacle is customer awareness. People are not familiar with the product. So I think the best way to increase that awareness is by partnering up with already influential reusable water bottle brands and lowering the price of the cleansers.