The Business Model of VOSS
VOSS is a luxury water brand renowned for its distinctive glass container design on a global scale. The 800ml glass bottle product was brought to the market and has mostly garnered popularity from word-of-mouth and the social media accounts of influential lifestyle, fashion, and fitness bloggers. To accomplish the marketing and economic objectives, a campaign has been devised to ensure that the VOSS brand achieves its maximum sales potential. The history of VOSS water began in 1998 in Oslo, Norway, when two childhood friends, Ole Christian Sandberg and Christopher Harlem, had a vision for the brand. Ole and Christopher decided to bottle the pure Norwegian water, giving birth to VOSS. Due to the deployment of a marketing strategy based on bottle design and water quality, as well as traditional and internet advertising efforts, VOSS water has become incredibly popular in other countries, particularly the United States. The water is associated with opulent lifestyles due to its exorbitant pricing in comparison to other water bottle brands. Initially, VOSS was exclusively available in upscale hotels and restaurants in Australia, but the brand has recently moved into more accessible sectors such as Woolworths, Coles, and other supermarket retailers in order to target individual consumers more precisely. VOSS offers an assortment of goods, including still and carbonated water in PET and glass bottles of varying sizes. VOSS values purity, creating naturally clean water; distinction, the iconic design; and responsibility, supplying Sub-Saharan Africa with safe and accessible drinking water via the VOSS Foundation. Also, VOSS supports other projects, such as the Denton Landfill Gas Project, and promotes environmental and social responsibility. In Australia, traditional advertising has been negligible, while social media and word of mouth have been heavily utilized. This has achieved a degree of success. Yet, traditional marketing, consistent with the company's image, has the ability to boost brand recognition and distribution.