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Redesign Project
16.9 FL OZ Crystal Geyser water bottle
Cosette Seidenberg, Mychelle Maldonado, Gina
Castro, Tony Diaz
Fall 2016

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Table of Contents
Product description page 3
Resources
Pricing
Complementary and Substitute Goods
Supply and Demand page 4
Utility
Interview page 4-6
Conclusion page 6
Citations

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Written Report 16.9 FL OZ CRYSTAL GEYSER WATER BOTTLE

1. Product Description and Image expand
Single water bottle, transparent, plastic, label goes around top portion
of water bottle
2.Resources needed to produce the product
Land: raw materials used ; Polyethylene Terephthalate (PET), extracted
oil, extracted water, extracted from earth and underground aquifers
Labor: shipment of oil to oil refineries, people who work the
machineries that cap and bottle the water, package and deliver the product
to supermarkets
Capital: company makes $1.29 per water bottle when sold individually.
3. Pricing over the last 3 months
Manager of Safeway said all data regarding delivery, shipping, and
economic statistics is confidential. Therefore, he couldn't talk about it.
Although at the time, he said it was on sale for $3.99 rather than
$5.99, the full price. So it is cheaper to buy in packs since there are
more sales.
4. Complimentary and substitute products
Complimentary: ice, flavoring
Substitute: Boxed water, reusable water bottles/tap water, other water
bottle companies
5. Supply and Demand (graph)

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Confidential but did say that more would be sold in the summer because it's
hot. Safeway also does not run into the problem that there is more demand
and less supply. The store has enough water bottles to satisfy the needs of
their customers.

6. Utility of product (Diminishing marginal utility) (graph)

Satisfy thirst,

7. Transcript of interview

Date September 14, 2016 Interviewer Gina and Mychelle, Interviewee Matt
Friedman, Location Safeway : 900 Diablo Ave, Novato CA 94947, Note : Most
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of the data we asked for was denied, kept confidential, and it was a fast
interview

Interview Transcript
Q.What is your name?
A. "My name is Matt Friedman"
Q.What is your job position?
A. "I'm the store manager"
Q.Do you enjoy working here?
A. "It's one of the nicest stores I've work in, some of the best employees
I've ever had"
Q.How long have you been working at Safeway?
A. "I have been working for Safeway since 2010 so just a little over 6
years"
Q.How much is each water bottle pack?
A. "Right now I have them on sale on the front page for 3.99 I think
usually they are for 4.99 5.99 something like that"
Q.How does it vary with other companies?
A. "Other companies it's a little more just cause it's a little bigger pack
compared to everything else, it's pretty average though"
Q.How many do you sell daily?
A. " My daily sales, I can't talk about that kind of stuff thats confidential
information, can't spread it out, we overall, a good amount, I mean"
Q.How much do you sell weekly?
A. No response.
Q.How much do you sell monthly?
A. No response.
Q.Who is your main supplier, if not Crystal Geyser?
A. "My main supplier, CG is generally our main supplier"

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Q.Who delivers them and how often do they deliver?

A. "We order our own needs from our own, Safeway has its own
distribution, so my company would order that kind of thing to our
warehouse in Tracy and will distribute to all the stores in Northern
California so I personally order it from my own company but ya we get
supplied by the main manufacturer"
Q.Do you run out of the water bottles before you are supplied with more?
A. "We get deliveries from our self, like I was saying I can't disclose how
often I get my deliveries, that's confidential information, if I run out um
it's just on a case by case basis, it depends on weather crystal geyser
is able to supply our company properly, again that speaks to product
movement, that's another thing I can't really disclose"
Q.How do you guys promote re-using and recycling?
A. "Do I promote recycling, well I mean recycling, the main promotion we
use is the state of California CRB law"
Q.Is a fee applied for every water bottle purchase?
A. "and we get charged CRB when we buy the cases from my warehouse,
and then we pass on the CRB to the customer and it kinda charges that
way um we also use plastic bins in either door and that's one of our
policies to have one of those out foot for every single store, it mainly
jumps from the plastic ban, plastic bag usage in Marin county
obviously they're banned"
Q.Are there any alternatives environmentally friendly, such as boxed water
available at your store?
A. "Um ya we got boxed water and everything, you can take a walk down
the water ail, I don't really know environmental friend, I mean I don't
think of it, really, I'm a retailer trying to sell groceries"
Q.Are there other water bottle companies that use more environmentally
friendly plastic options?
A. No response.

8. Suggestions to make product more economical

Make the water bottle bigger. Currently, the water bottle is 16.9 FL OZ.
If we make the water bottle 20 oz or even 30 oz it satisfies the DMU of
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customers. For some, 16.9 FL oz of water is not enough. Also, they are
already cheaper when you buy it in bulk. Buying a pack of water
bottles comes out to be cheaper than a single one.

9. Conclusion
There is not going to be much improvement since Crystal Geyser already
promotes eco-friendliness by making their water bottles BPA- free and 100%
recyclable. We have observed and come to a conclusion that the major
changes we will make include the following: print the label directly on the
plastic rather than a separate band of plastic, make the water bottle
reusable, and get rid of the grips that are around the water bottle. In this
way, the product will be more affordable. Because one, by making the water
bottle reusable, we are in a sense giving the customers their money back.

10. Citations
"Crystal Geyser Alpine Spring Water." Crystal Geyser Alpine Spring
Water. N.p., n.d. Web. 22 Sept. 2016.
Reilly, Mollie. "How A Bottled Water Plant Is Making The Water
Crisis Worse For This California Region." The Huffington Post.
TheHuffingtonPost.com, n.d. Web. 22 Sept. 2016.