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These percentages were very similar to the ones in the Basque Country. Likewise, E.E.C. consumers don=t regard advertising much better since 77% think that it makes them buy unneeded products, and 76% consider it deceptive. This negative attitude towards advertising among consumers in Madrid makes them consider (18.

8%) that the highly advertised brands are of less quality than the others while only a 10.

5% think the opposite. They also estimate that advertising efforts result in higher prices since a 71.

1% think that advertised brands sell at higher prices. This last percentage is 62% both for the Basque Country and the E.E.C.

2.5 Types of product that will be suitableBottled water is largely mature in Spain, with high per capita consumption. C onsequently, there is expected to be little off-trade sales growth during the forecast period even given a health and wellness trend that encourages consumers to drink more water. E ven though the forecast period is expected to see a stronger economic performance than that seen during the review period, off-trade volume growth is thus set to slow, dropping below 5% for the forecast period as a whole. Sales in Spain have increased over the last 10 years from 2.2 Billion litres to 6.2 Billion litres. S pain is in Second place in Europe and ranks third worldwide with an annual increase of 10% in water consumption.4 mineralwater enterprises and 4 plots with licensed mineral water are presented in Spanish market. Spaniards prefer to drink still mineral water. Популярностью у потребителей пользуется упаковка по 5 л и 0,33 л. В состав минеральной воды входит сбалансированный натуральный минеральный состав.

Все компоненты, содержащиеся в воде, имеют природное происхождение. At consumers packing of 5 l and 0,33 l are popular. T he composition of mineral water includes the balanced natural mineral structure. All components containing in water, have a natural origin.

2.6 Components and market entry strategiesThe major challenge for most companies is product innovation and differentiation as water is still just water. C ontainers are an important part of bottled water, as they constitute nearly 47% of cost. E ven look, weight and price of the product are as significant as the water itself. The bottled water industry is in a continuous state of flux. E ntry barriers are low, and decreasing by the day. L

arge companies are consolidating by acquiring local/small/niche players to increase capacity as well as product portfolio. C onsolidation in the industry is expected to accelerate, resulting in higher degree of concentration, with the leading players strengthening their global presence. B ottled water industry in the Asia-Pacific region is expected to experience a major boost, as more companies venture into the market to capitalize on the latent demand potential. Product, marketing/promotion, packaging, distribution, price, and technology would be the key factors in garnering market share in the industry. W

ith the ever-increasing presence of soft drink majors, such as, Coca-Cola, and PepsiCo, and established leaders Nestle, and Danone, the market is expected to become a cauldron of action in the future. Company should seek distinction by marketing water origins, fortification, and even bottled shape, size and styles. F oe examples company should export bottled water that comes in bullet shaped glassor icicle-shaped plastic or sports ball-sized water bottles or the ever-changing unique cylindrical containers. Targeting niche audience (market) also is essential for to the bottled water industry. F irstly companies should try to appeal to children. A

ccording to researchers, women constitute the majority of mineral water drinkers. Some 45% of 18 to 34 year old women and 44.

6% of 35 to 54 year old women consume mineral water. Men’s percentages of the same age groups (18−34) drank 35.

3% and those in the age group from 35 to 54 consumed 34.

5%. Some 47% of 18 to 34 year olds do not think that their water is safe; therefore 41.

4% of them consume bottled water regularly. Market entry strategies should be directed to active middle age women. Also launching a special category of bottled water, introduced «two-piece sports caps,» and a «belongs to label» to personalize bottled water will attract customer’s attention. List of referencesConsumer spending in Spain//

http://news-spain.euroresidentes.com/2008/06/consumer-spending-in-spain.html

http://www.kavminkr.ruKushnirI.V. World ecomomy.-M.: Finance and statistic, 2010Life style of Spain//

http://www.nationmaster.comTrade in Spain//Expert, 2011.-№ 11www.StrategyR.com/