Анализ на предлагането на брандове бутилирани води в България
Analysis of the Supply of Brands in the Bottled Water Category in Bulgaria

Summary/Abstract: The study argues that the high degree of differentiation between the brands of bottled water expands consumers’ choice and leads to promotion of the competition in the category. The conclusions and findings of the conducted analysis of the bottled water category in Bulgaria can be used as a starting point in the management of the communication policy of the bottling companies, for specifying the allocation of the brands, offered by the companies (according to consumers’ preferences by retail chain) and for the optimization of stocks.

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