Marketing strategy of bottled drinking water ‘’envoz’’ with transformative learning

Abstract

Envoz is one of the Bottled Drinking Water (AMDK) products that is processed with 30 juz Qur'an murottal readings every day for 24 hours without stopping. In addition, other treatments are given, namely with the addition of oxygen which is believed to make the body healthier and stronger. This paper aims to find out the marketing concept of the Envozz brand targeting consumers in Central Java. This research uses a field approach. Data sources are obtained through interviews, observation and documentation. The results showed that the marketing carried out by AMDK Brand Envoz was based on transformative learning, where in each marketing was designed to foster awareness and desire of the public personally to consume healthy water. This is because in transformational learning, the best motivation to do something comes from internal or self.