Introduction to Bling H20 Bling H20 is a brand of mineral water bottled in Dandridge, Tennessee and the design was inspired by Kevin Boyd, a writer and producer. After spending a lot of time in the studio with celebrities, he observed that the water bottle type could be used to identify one’s class. This brand of mineral water is packaged in snowy bottles decorated with Swarovski crystals and to further add class, it is purified in a nine-step course that comprises Ozone, UV treatment and micro-filtration (Bling H20, N. d., para. 1). Its price ranges from $25 to $75, depending on volume. Objective The aim of the paper is to explore how the product would perform in an Australian Market and its likely buyers. Discussion Australia’s population as at September 2010 was roughly 22.4 million, almost a quarter of these (4.5 million) live in Sidney, 4 million in Melbourne, Brisbane, Perth and Adelaide follow with 2 million, 1.6 million and 1.2 million respectively. With a total area of 7.687 square Kilometers, the population density of Australia is two persons per square Kilometer, this would be one of the lowest figures in the world, however, most of the continent is either desert or semi desert (40%) and little agricultural activity is practiced. As a result, Australia is one of the most urbanized countries with 90% of the population living in urban areas. The age structure is fairly balanced with more than two-thirds of the total population being between the ages of 15 and 64. If Bling H20 was to be introduced in Australia, the highest sales would be recorded in Sydney, besides being the most populous city in the continent, it has the highest population density and the highest urban population. Besides, it has a median age of 35 and is the economic hub of Australia, for example, out of the 54 banks operating in the continent, 44 have their headquarters in Sydney. Melbourne would follow closely due to its population but this is not the case, it is not as economically active as Sydney’s. Melbourne is Australia’s centre for arts, education and cultural and entertainment and is often referred to as the cultural capital of the continent. Melbourne’s woes are further worsened by the weather; the city experiences low rainfall and high temperatures and this has created a water shortage which forced the government to enforce water restriction among the residents. The city also has housing problems resulting from its low-density housing. These factors, coupled with the high housing rates and a high population growth rate, reduce the resident’s ability to be high-spenders and Bling H20 would not perform well in the city. Bottled Water in Australia Australians spend more than half a billion dollars on bottled annually and it is no surprise that the sale of bottled water rises by 10% in the same period. There have been environmental concerns regarding use of bottled water with experts suggesting that a lot of oil is used in producing bottled water, moreover, just 36% of the bottles are recycled (Do Something, 2009, para. 1). The continent’s use of bottled water leads to the production of more than 60,000 tonnes of Greenhouse discharge yearly- equivalent to what 13,000 cars would emit over the same duration. More than 1000 bottled water brands are sold in Austral