Product Pricing Component It's pretty much everywhere. In the workplace. Next to exercise stations in wellness centers. At sporting events. In the backpacks hanging from the students' shoulders. Even on the tables of conferences and workshops. Bottled water, once considered the refreshment of the rich, has become the liquid icon of today's active, health-conscious consumer (Lambert, 1991). Aquafina, a Pepsi product, was introduced in Wichita, Kansas in 1994, and reached national distribution in 1997. According to Aquafina's website, since its debut, Aquafina has won over consumers with its exceptional taste and its purity. In 2003, they were the best-selling bottled water brand. Bottled water emerged as the second largest commercial beverage category by volume in the United States in 2003 and, despite its significant stature, continued to grow rapidly in 2004. The category is growing even more strongly on a scale global, but in the United States the volume is unmatched. In 2004, total U.S. category volume exceeded 6.8 billion gallons, an increase of 8.6 percent over the 2003 volume level. This translates to an average of 24.0 gallons per person, the which means that US residents now drink more bottled water each year than any other beverage, excluding carbonated soft drinks (Beverage Marketing Corporation, 2005). Carrying a bottle of water has become a status symbol for many young Americans. Aquafina recognized the trend and entered this once exclusive market. Because water is so important, health and nutrition experts recommend drinking at least two liters of water every day. Bottled water is a convenient way to ensure that enough water is consumed wherever a person is. Bottled water is the preferred beverage for hydration and refreshment due to its consistent safety, quality, good taste and convenience. The U.S. Food and Drug Administration (FDA) fully regulates bottled water as a packaged food product and requires that bottled water adhere to the FDA's extensive food safety, labeling and inspection requirements. Aquafina bottled water is inelastic. Water is the most abundant substance in the human body, making up up to 60% of an adult's weight and up to 80% of a child's weight. A person can live several days without food, but only a few days without water. Like air, water is essential for life. Aquafina bottled water prices are comparable to all bottled water manufacturers, but have superior quality.