In May 2010, I won the (RED) Challenge Marketing Competition in association with Bryant University and Pearson Education

1. (RED) CHALLENGE Emily Cisek Jaclyn Packard Alissa Pascale Amanda Tambling Zafirah Zainal

2. Company Information Glacéau began in 1996 Added Vitaminwater to its line in 2000 Vitaminwater is Glacéau’s best product

4. Draw attention to new flavor & new packaging related to a good cause

5. vitaminwaterzerois an all-natural zero-calorie beverage

6. Increase profits & increase donations by linking with (RED)

7. Weaknesses

8. Several college campuses do not sell Coke products

10. Potential popularity of new flavor

11. Awareness groups & organizations on college campuses

12. Other Coke product lines could carry a (RED) product

13. Threats

14. Pepsi’s SoBe Life Water may enter into the competition with a (RED) product

16. Research Design To research we designed a questionnaire and distributed it to college age students

17. Research Findings

18. Have you heard about the new VitaminWaterZero Product?

19. Are you familiar with the (RED)campaign?

20. If Vitamin Water partnered with an (RED) awareness campaign would you buy it?

21. Product Selection Product Bottled Water Flavored Water Brand SmartWater (Glaceau) Aquafina (Pepsi Dasani (Coke) Sobe Life Water Aquafina Flavor Splash vitaminwater (Glaceau) vitaminwaterzero (Glaceau)

22. Product Selection VitaminWaterZero Zero calories Vitamins and Minerals Portrays Healthy Lifestyle Help save lives in less fortunate nation’s whose people don’t necessarily have the option of a healthy, active life.

24. Bottle will maintain original distinctive shape

25. Will use colors from the red campaign

27. Text underneath picture will contain his or her survivor story

28. Ties in with Vitamin Water’s usual interesting text on bottles

30. Price range from $2 to $3 per bottle.

31. Bryant University’s ‘Cafe A La Cart’ (run by Sodexo) = $2.59

32. Bryant University vending machines = $2-$3 (depending on building)

33. Will sell products to retailers at the price that vitaminwaterzero currently sells its products in bulk.

34. We will also let the retailers set the price given the $2 to $3 range in price.

35. Rationale: Will encourage consumers to try the new (RED) vitaminwaterzero flavor at no extra cost

37. Current distribution places should be maintained

38. This includes:-

39. supermarkets (Target, Stop & Shop, etc)

40. regular retailers

41. college campuses (such as bookstores)

42. gas stations

43. vending machines

44. Rationale:

45. Convenience in purchase

46. Easy access

48. Hold a semiannual promotional strategy challenge to keep on-campus promotions fresh and intriguing

49. Create college campus facebook group “Bryant University for (RED)”

50. Increase awareness, promote on/off campus events, meeting, and seminars

53. Celebrity endorser

54. Lady Gaga

55. Speaking about the organization with a song of hers in the background

56. Traditional white and red color template

57. Liquid visualization that correspond to beats of the song