The owners of Basic Water, a startup in New York, have created pHit, a water enhancer. When mixed with water, pHit makes it flavorful and alkaline, which is healthier than other flavor enhancers that make water acidic. The market for bottled alkaline water enhancers is emerging in North America and consists of large conglomerates like Kraft Foods and The Coca Cola Company. The manufacturers of pHit are unsure how best to market pHit: as a product that anyone can use or as a product that targets fitness conscious consumers. Their decision will determine how pHit is positioned and priced.