What is your recommendation for the Glacia product/brand? From the consumer research results, HEB saw that there were two segments to target in the bottled water market: First segment valued imported water, second segment didn't care about imported water, more specifically, this segment valued Texas spring water. H-E-B Glacia, as an H-E-B brand, should be positioned as an upscale entry against imported waters such as Evian. Imported water customers even preferred Canadian water to French water. So, Rob Price should do the following: 1. Product - Packaging is very important. We understand from the case that valuable features of the product don't come forward in current packaging. Rob Price needs to work on a new packaging to make these features, such as Canadian spring water, more visible. 2. Promotion - When prompted without packaging, only 19% of Glacia consumers were aware the product was bottled in Canada. 64% believed it was from Texas. Even when prompted with packaging, only 74% of customers recognized Canada as the source. HEB needs to advertise this product to empha......

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