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  • 1. WHAT IS VITAMINWATER?• Combined distilled water with vitamins, herbs and flavors• Vitaminwater ZERO: naturally sweetened 10 calorie alternative
  • 2. COMPANY HISTORY:• 1996: J Darius Bikoff founded Energy Brands• Energy Brands also known as Glaceau privately owned subsidiary of Coca-Cola• 2007: Bikoff agreed to sell to Coca- Cola for 1.4 billion.• Bikoff still manages vitaminwater with a agreement.
  • 3. THE 4 P’S• PRODUCT : Vitamin enhanced fruit water• PRICE : ranging around $2 for a 20oz bottle• PROMOTION : Sponsorship deals, events, word of mouth, cinema, commercials, radio, intern et, print media and billboards• PLACE : Grocery stores, gas stations, vending machines, supermarkets
  • 4. CURRENT TARGET MARKET• Young “hip” consumers• Generation Y, Generation Next, Echo Boomers: – Birthdates ranges from 1970’s 2000’s
  • 5. CURRENT PROMOTIONAL STRATEGY• “Hydration for every Occasion”• Targeted towards a younger generation • Teens/20 somethings • Party goers, college kids• Bright, Electrifying colors• “Uncapped” • Events for local Artists, Fashion Designers, action sports, musicians • Dallas Fashion Event• Catchy Advertisements • “Hangover” commercial• Celebrity Endorsements/Flavors • 50 Cent • Kelly Clarkson
  • 6. S.W.O.T ANYALSISStrengths Weaknesses:• Owned by Coca-Cola • Narrow target• Successful Marketing market Techniques • Brand not old• Financially Stable enough to have• Knows their “long term loyal Customer customers”• Celebrity Endorsements• Trends• EstablishedOpportunity: Threats:• Expansion • Competitive Brands• Population is growing • Price and living longer • Negative thought on• Target towards an nutrition older more mature generation
  • 7. TasteCostLow Cost High Health Conscious
  • 8. NEW PROMOTIONAL TATICS• ADD to current target market• Target a different market – “Baby Boomers” • 2 TRILLION OF SPENDING POWER – Generation X
  • 9. NEW CHANGES• Expand the target market to a more mature segment within the marketplace. – New packaging – Additional celebrity endorsements • Betty White & Oprah – Collaboration with existing endorsements – Emphasize on young parents, active adults, businessmen & women • Catchy phrases – “Super Mom” – “Your personal assistant”
  • 10. LOGISTICS OF NEW PROMOTION STRATEGIES• Changing the packaging means changing the logistics of certain products – Routing the products targeted towards parents to grocery stores and local markets • Mothers, fathers and business men and women – Routing the bottles targeted towards the mature athlete to fitness centers and country clubs • Golfers, tennis players and socialites – VitaminWater Zero
  • 11. NEW PROMOTION STRATIGIES• New Slogan• Packaging• Magazine Ads• TV Commercials• Billboard Ads• Action against Hunger
  • 12. NEW COMPANY SLOGAN HYDRATION FOREVERY GENERATION
  • 13. NEW PACKAGING• 3 types of packaging – New larger bottle, same size bottle, Vitamin Water Pouch – Same labeling, “Hydration for every generation” added
  • 14. MAGAZINE ADS e r ng ou ly f ee to u yo e us ca ay -M N T IO C AU ON A UT I -C un ge r l yo to fe e y ou se cau ay -M ION UTCAVitaminWater VitaminWater Hydration for every generation Hydration for every generation
  • 15. BILLBOARD
  • 16. TV COMMERICAL
  • 17. PRINT AD & BILLBOARD
  • 18. ACTION AGAINST HUNGER•Vitamin water gives back • More community service efforts • 10% of each sale goes to charity • Partner with Action Against Hunger • Non-profit organization that focuses on malnutrition • Emphasizes on mothers as well as children • Raise awareness by posting on packaging and print ads
  • 19. EVALUATION: PRETESTING• Online survey: – Distributed through Facebook, with incentive for a free bottle of Vitaminwater after taken.
  • 20. EVALUATION: PRETESTING1. In which age group do you belong to?13-18 19-25 26-35 36-45 46-55 55 &older 2. How often do you drink each of the following beverages:
  • 21. EVALUATION: PRETESTING• Consumer Jury50-100 people are selected to beinterviewed. (Choosing people primarilywithin our new target market is ideal)Interviewed about sample advertisementsand their preferences.
  • 22. • Which of the following celebrities would you most like to see in a VitaminWater advertisement?• Which font type is the most appealing to you?Comic Sans Gothic Copperplate Times Impact Edwardian
  • 23. EVALUATION: POSTTESTING• Hiring a media research company such as Simmons Market Research BureauSMRB offers information covering:1. Usage and consumption patterns2. Where sales are the lowest on manyscales Ex: Geographically3. They also show how different companieshave fixed problems in the past.
  • 24. QUESTION ONE1. WHO INVENTED VITAMINWATER? A. SMARTWATER B. DARIUS BIKOFF C. COCA-COLA D. ENERGY BRANDS
  • 25. QUESTION TWO2. WHO CURRENTLY OWNS VITAMINWATER? A. ENERGY BRANDS B. SMARTWATER C. VITAMINWATER D. COCA-COLA
  • 26. QUESTION THREE3. WHO IS VITAMINWATER’S CURRENT TARGET MARKET? 1. GENERATION Y 2. GENERATION X 3. BABY BOOMERS 4. EVERYBODY
  • 27. QUESTION FOUR4. WHAT SLOGAN IS USED FOR THE NEW PROMOTIONAL STRATGEY? 1. HYDRATION FOR EVERY OCCASION 2. HYDRATION HYDRATION HYDRATION 3. HYDRATION FOR EVERY GENERATION 4. HYDRATION… IT WORKS
  • 28. REFERENCES• http://www.sassfrosh.com/img/vitaminwater-try-it-jpeg.jpg• http://www.google.com/imgres?q=vitaminwater&um=1&hl=en &client=safari&sa=N&rls=en&biw=1064&bih=599&tbm=isch&t bnid=scaw81F_uuvroM:&imgrefurl=http://www.savingwithshell ie.com/bogo-vitamin-water- coupon/&docid=VeLHZ7f8MuAWmM&imgurl=http://www.savin gwithshellie.com/wp- content/uploads/2011/01/Vitaminwater.jpg&w=2303&h=827&e i=zojVTv6rG6T1sQKh8rGnDw&zoom=1&iact=hc&vpx=342&v py=208&dur=103&hovh=134&hovw=375&tx=169&ty=90&sig= 100633682074128001612&page=1&tbnh=51&tbnw=143&star t=0&ndsp=18&ved=1t:429,r:2,s:0• http://salmankhan7.files.wordpress.com/2008/07/coca- cola_logo5.jp• http://www.sobabyboomer.com/2011/01/boomers-have-2- trillion-of-spending-power.html