Nature Spring Publishing Co.

Grade 12 - Eloquentia

Josh Isaiah C. Dizon

A Market Analysis on Philippine Spring Water Resources,

Inc. (PSWRI)
Written by Josh Isaiah C. Dizon
Grade 12 - Eloquentia
Sacred Heart School - Ateneo de Cebu Senior High School Department

Submitted on March 25, 2024

To Mr. Noah Acedo

Philippine Spring Water Resources, Inc. (PSWRI), the makers of Nature’s Spring, has become the
home of the #1 bottled water brand in the Philippines with the commitment to provide quality,
clean, safe, and affordable bottled drinking water, serving the Filipino Community since 1991.
Over the years, PSWRI have continuously responded to the needs of the Filipino Community by
expanding our business offerings, elevating its standards, innovating and diversifying its
products through acquisition of the latest state-of-the-art facilities accompanied with
competent employees (About Us – Nature’s Spring, 2023).

Company and Brand History

The company and its products trace its roots back to the apex of the Super Typhoon Ruping,
internationally known as Typhoon Mike, which
struck Cebu in 1990. The destruction it had
caused brought unimaginable chaos and
paralyzed Cebu to the point that the people
were relying only on unsafe deep well sources.
The typhoon caused an outbreak of water bound
diseases such as El Tor, Cholera, Diarrhea and
Hepatitis A. The Philippine Spring Water
Nature Spring Publishing Co. Grade 12 - Eloquentia

Josh Isaiah C. Dizon

Resources, Inc. then responded to the people’s need for safe and affordable drinking water
(About Us – Nature’s Spring, 2023).

As the demand for safe bottled drinking water products arose, unfortunately, products
like these were not readily available in the market. There were only a handful local, not enough
to send in bulk, and a few expensive foreign bottled water brands too expensive to buy in bulk.
In 1991, Nature Spring’s first bottled water variant hit the market.

By 1993, the company began production of customized packaging. A Go Green Advocacy!

reduced the amount of plastic in production by an average of 50% in comparison to the
previous water bottle design. Four years later in 1997, the company had launched their second
water bottle variant.

The company continues to expand to this day, continuing to grow larger and larger. By
the early 2000s, the company managed to open up two plants which greatly boosted the
production of goods. By the 2010s, the company innovated to launch flavored water bottles.
Adapting to modern needs in the 2020s, the company adapted and launched an online
webstore.

Target Market

Though in the beginning, Nature Spring was established to target victims of Typhoon
Ruping, the company has evolved to a nationwide domination. The company does not target a
specific group of Filipinos, rather they target Filipinos as a whole. The company has not
forgotten their original purpose, as they cast their net to the market wide enough to target
urban and rural Filipino populations (Lee et al., 2018).
Nature Spring Publishing Co. Grade 12 - Eloquentia

Josh Isaiah C. Dizon

Segmenting the demographic further, Nature Spring targets Filipinos of all age, gender,
and civil status ranges. On top of that, it also targets, but not limited to, Filipinos who fall under
social classes B, C, and D of the Socio Economic Classes of the Philippines (SEC Socio Economic
Classes in the Philippines ABCDE: Where Are You? |, 2023).

Nature Spring Products

The list of products were taken from the Nature Spring webstore.

Purified Drinking Water (6.6L Bottled Purified Drinking Distilled Drinking Water (6.6L
& 10L) Water (350ml, 500ml, & & 10L)
1000ml)
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Josh Isaiah C. Dizon

Bottled Distilled Drinking pH9 Drinking Water (6.6L & Bottled pH9 Drinking Water
Water (350ml, 500ml, & 10L) (350ml, 500ml, & 1000ml)
1000ml)

Sparkling Water (Original) Sparkling Water (Lime) Sparkling Water

(Discontinued Flavors)

Persuasion Techniques

Of the persuasion techniques as discussed in class, Nature Spring utilizes the Plain Folk
approach the best. While they do have endorsements with various famous Filipino
personalities, which does use the bandwagon technique, Nature Spring does not gatekeep its
brand and establishes itself as a brand for the people. This is clearly seen in their choice of
branding as the Philippine islands rest behind the logos of their water bottles. According to Lee
et al. (2018), Nature Spring managed to build strong brand equity while ensuring both quality
and value to the customers.

The company makes use of various advertising means so as to fully enforce their
persuasion techniques. An example of such is their marketing through online advertisements,
physical billboards, and social media websites.
Nature Spring Publishing Co. Grade 12 - Eloquentia

Josh Isaiah C. Dizon

Bandwagon Persuasion Plain Folk Persuasion Technique

Technique

Workers posing for an

Toni Gonzaga endorsing the Multiple occupations posing
advertisement
Nature Spring Distilled Water. with a Nature Spring bottle.

Competitors
Nature Spring, although the top brand of bottled water in the Philippines, faces
numerous competitors. Brands such as Absolute, Wilkins, and Summit all compete in the wide
market with Nature Spring. Most brands also follow Nature Spring’s marketing style. They cater
to all sorts of Filipinos, are priced relatively the same, and whose overall quality remains
relatively similar.
Nature Spring Publishing Co. Grade 12 - Eloquentia

Josh Isaiah C. Dizon

Jess Alfonso (2015) testing pH levels of different Filipino water brands.

What separates Nature Spring from its competitors is Nature Spring’s longevity and
consistency in the market. Nature Spring is known for its resilience and quick response to
emergencies caused by natural hazards. Nature Spring remains a top brand in the Philippine
market because of the reputation it has managed to establish among Filipinos. What it lacks
now is innovation, and to innovate is to create a product that the Philippine market has not
seen before. Nature Spring needs to take what fundamentals they have mastered, explore new
tactics, and watch as their products fly off the shelves.
Nature Spring Publishing Co. Grade 12 - Eloquentia

Josh Isaiah C. Dizon

References:

About us – Nature’s spring. (2023, April 17). https://naturespring.com.ph/about-us

Lee, B. K., Sollestre, F., Enriquez, A., Pradas, C., & Sy, D. L. (2018, September 25). Nature Spring

History. Scribd. https://www.scribd.com/presentation/389404137/Nature-Spring-History

SEC Socio Economic Classes in the Philippines ABCDE: Where are You? |. (2023, October 27). BiZ

CoACH | Atomic Transformation With ZYX Thinking.

https://bongdeungria.com/sec-socio-economic-classes-in-the-philippines-abcde-where-

are-you/

Alfonso, J. (2015, November 23). pH test on Philippine bottled water brands [Video]. YouTube.

https://youtu.be/FoksEBmk3po?si=Fz1JxOIhLPhJM4HM