WHAT IS VITAMINWATER?• Combined distilled water with vitamins, herbs and flavors• Vitaminwater ZERO: naturally sweetened 10 calorie alternative
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.
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
CURRENT TARGET MARKET• Young “hip” consumers• Generation Y, Generation Next, Echo Boomers: – Birthdates ranges from 1970’s 2000’s
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
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
NEW PROMOTIONAL TATICS• ADD to current target market• Target a different market – “Baby Boomers” • 2 TRILLION OF SPENDING POWER – Generation X
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”
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
NEW PROMOTION STRATIGIES• New Slogan• Packaging• Magazine Ads• TV Commercials• Billboard Ads• Action against Hunger
NEW COMPANY SLOGAN HYDRATION FOREVERY GENERATION
NEW PACKAGING• 3 types of packaging – New larger bottle, same size bottle, Vitamin Water Pouch – Same labeling, “Hydration for every generation” added
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
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
EVALUATION: PRETESTING• Online survey: – Distributed through Facebook, with incentive for a free bottle of Vitaminwater after taken.
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:
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.
• 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
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.
QUESTION ONE1. WHO INVENTED VITAMINWATER? A. SMARTWATER B. DARIUS BIKOFF C. COCA-COLA D. ENERGY BRANDS
QUESTION TWO2. WHO CURRENTLY OWNS VITAMINWATER? A. ENERGY BRANDS B. SMARTWATER C. VITAMINWATER D. COCA-COLA
QUESTION THREE3. WHO IS VITAMINWATER’S CURRENT TARGET MARKET? 1. GENERATION Y 2. GENERATION X 3. BABY BOOMERS 4. EVERYBODY
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