Uncommon common

Water is no taste. It has very low flexibility to sell and develop position.
Water is classified into pure water, mineral water, distilled water, natural water, space water, active water, oxygen-rich water and deionized water. However, it still cannot distinguish from brand to brand. And there are so many kinds of water that customer is confused.

Technology, therefore, becomes an important strategy to develop strong position in water market.
Under very strict supervision, many brands, such as Watsons Water, aims at producing 100% pure water.

Image is another point. Every brand must have its own personality. Otherwise it is very difficult for customers to distinguish who you are in the water market. Through many media, switching from hardware to software, to package and promote its own brand and defeat other brands in the same market.

Packaging is another point. Watsons new packaging with active green, suggests a professional and pure image. It also releases vital and vigor. Curve bottle shape instead of bucket bottle shape increases comfort of holding the bottle.

Minor change makes great improvement.
It depends on how well you understand the products and consumer needs.
That is strategy.