Market Segmentation and Product Positioning in the Nigerian Bottled Water Industry: A Case Study in Ogun State

This research investigates market segmentation practices and product positioning strategies in the Nigerian bottled water industry, with specific reference to manufacturers and distributors in Ogun State, South West Nigeria. Bottled water has transitioned from a premium product to a widely consumed daily staple across Nigerian households, creating an intensely competitive market with numerous domestic and foreign brands. The study seeks to understand how companies segment their target markets and position their products to achieve sustainable competitive advantage. A descriptive research design is adopted, and data are collected from 10 bottled water companies operating in Ogun State through structured interviews with marketing managers, supplemented by a consumer survey of 260 respondents. The interview data are analysed thematically, while consumer data are processed using descriptive statistics and factor analysis. The study evaluates demographic, geographic, psychographic, and behavioural bases of segmentation and assesses positioning effectiveness through consumer perception mapping. Preliminary findings suggest that most companies rely primarily on price-based positioning, with limited differentiation through quality attributes or sustainability messaging. Consumers in Ogun State respond more favourably to brands that emphasise purity and health benefits. Recommendations address the need for more sophisticated segmentation and multidimensional positioning strategies. This study contributes to the marketing strategy literature by providing contextualised evidence from a consumer goods market in South West Nigeria. Keywords: market segmentation, product positioning, bottled water, Ogun State, competitive strategy