A conceptual drink brought to like through strategic marketing research

1. Jeffrey T Greene
University of New Hampshire
MKT 432- Strategic Marketing Planning
Professor Meleena Eaton
August 2023
A TOTAL BODY RXPERIENCE

2. aka ‘The Agenda’
MISSION,
VISION, &
VALUES
UNIQUE
VALUE
PROPOSITION
VITALI-T- THE
PRODUCT
VITALI-T’s -
S.W.O.T.
ANALYSIS
TARGET
MARKET
ANALYSIS
MARKETING
OBJECTIVES
MARKETING
MIX ANALYSIS
IMPLEMENT
EVALUATION
2

3. *Mission Statement: “We are committed to redefining the beverage industry by creating
innovative, functional, and low sugar options that deliver both taste and nutrition. Our
mission is to help people make better beverage choices and enhance their overall well-
being.”
3
*Vision Statement: “Our Vision is to lead the beverage industry as the premier provider of
innovative, functional, and nutritionally enhanced drinks. We envision a future where our
products inspire individuals to prioritize their well-being by making better beverage choices.
By continuously pushing the boundaries of taste, nutrition, and sustainability, we aim to
transform the way people think about hydration and empower them to live a healthy life full
of Vitali-T.”
*Values: Innovation, Quality, Health & Well-being, Fairness, Service, Transparency, and
Empowerment.

4. Unique Value Proposition
“Vitali-T offers a unique DIY all-natural mix-in vitamin
supplement that allows we to tailor our drink to your
specific needs. With five delicious flavors to choose
from, including “Souled Out," “Free our Mind," “Rock
yo Body," “All Vs on Deck," and “On the Wagon,“ you
can create a drink that aligns perfectly with your health
and wellness goals. Elevate your vitality with Vitali-T,
the ultimate blend for the ultimate you.”
4

5. Vitali-T – A Total Body Experience
Product Summary
Holistic Health
Benefits
Customizable
Blends
Sustainable
Premium
Quality
Ingredients
Vitali-T
5
5
Vitali-T

6. S.W.O.T. Analysis
6

7. THE WHAT, THE WHO, THE
WHERE, THE WHY, THE WHEN,
THE HOW
7
TARGET
MARKET
ANALYSIS
7

8. THE
WHAT
8
Manufacturers focus on dietary
supplements that are meant to be
consumed orally
A lot of categories are included:
standard vitamin and minerals, sports
drinks, and herbal supplements
Does not include drinks that aide with
energy, infant formula, or OTC (over
the counter) medicines used to treat or
cure illnesses.
Industry Definition:
Vitamin and Supplements
8

9. THE WHO
DEMOGRAPHIC
AGE- 18+
RACE- ALL
GENDER- ALL
LIVE- Suburbs, Urban, Major Cities
INCOME- 25K+
FAMILY DYNAMIC- Single Or Married
Might Have Kids or Grandkids
WORK- Varies greatly
SPEND - Spends between $50-$200 a
week on miscellaneous
PSYCHOGRAPHIC
VALUES- Transparency, Personalization, Instant
Gratification, Brands With Social Purpose,
Sustainability, Health-Conscious Individuals,
Stability, Financial Security, Work-life Balance,
experiences over material possessions, brands
that align with values, Inclusivity, Ethical
Business Practices
BEHAVIORS- Independent, resourceful, self-
reliant, tech-savvy, socially conscious, focus on
health and wellness,
GEOGRAPHICS
TOP 5 CITIES
BABY BOOMERS – Pittsburgh, PA,
Birmingham, AL, Miami, Fl,
Cleveland, OH, and New Orleans,
LA
GEN X- Atlanta, GA , San Francisco,
CA, Washington, D.C., Raleigh, NC ,
Hartford, CT
MILLENNIALS- Salt Lake City, UT,
Washington D.C., Denver, CO,
Seattle, WA, Boston, MA
9
VITALI-T’sTARGETMARKETANALYSIS

10. THE
WHO
10
TargetMarketAnalysis
 Generational segmentation- (baby boomers, gen X,
gen Y (millennials)
 Segmented further by psychographics – likes, dislikes,
interests, hobbies, values, and beliefs
 There is no age restriction for vitali-t
 They live in major cities, the suburbs or in rural areas.
 They make at least 25k annually
 May or may not have kids- may be single or married.
 Health conscious- but don’t always have the time to
get to the gym
 Don’t like taking a bunch of pills but want to get their
daily vitamins
 Have certain areas that they feel could be better about
10

11. Vitali-T’s
Marketing Objectives
11
S – SPECIFIC
M- MEASURABLE
A- ACHIEVABLE
R- RELEVANT
T- TIME-BOUND
11

12. Marketing Objectives
12
Most Important
 BUILD BRAND AWARENESS
Increase Website Traffic by 35%
 SOCIAL MEDIA ENGAGEMENT
 IN FOLLOWERS, LIKES, SHARES, &
SUBSCRIPTIONS
 DEVELOP INFLUENCER PARTNERSHIPS
 GENERATE LEADS FOR PARTNERSHIPS IN EACH
MARKET

13. SOCIAL MEDIA
13
MARKETING OBJECTIVES
(Vogels & Gelles-Watnick, 2023)

14. 14
35%
37%
30%
20%
Brand Discovery
Z M X B
64%
62%
47%
31%
Product Research
Z M X B
25%
24%
18%
13%
Purchase Drivers
Z M X B
60%
65%
57%
43%
Brand Interactions
Z M X B
Marketing Objectives con’t
Generational Touchpoint Interaction
Demonstrates how each generation interacted during the customer’s
purchase journey

15. Vitali-T: The Marketing Mix
THE ORIGINAL 4 Ps
PRODUCT- WHAT IT IS we ARE
GOING TO BE SELLING
PRICE- HOW MUCH WILL IT COST
AFTER ALL THINGS CONSIDERED
PLACE- WHERE WILL THE PRODUCT
BE SOLD
PROMOTION- HOW WILL THE
GENERAL PUBLIC KNOW THAT our
PRODUCT IS FOR SALE
THE UPDATED/ADD ON Ps
 PEOPLE- THE REASON WHY WE’RE
SELLING SOMETHING TO BEGIN
WITH
 PROCESSES -THE LOGISTICS OR
OPERATIONS OF THE
ORGANIZATION
15

16. $ PREMIUM PRICING MODEL
$ SUBSCRIPTION PRICING
The FOUR Ps OF VITALI-T
PRODUCT & PRICE
-FLAVORED
ASSORTMENT OF
MIX INS - DESIGNED AND
FORMULATED TO
PROMOTE PHYSICAL
AND MENTAL WELL-
BEING
ALL NATURAL,-
HIGH QUALITY-
NO ADDITIVES
THE FIRST DIY BEVERAGE
DESIGNED FOR TOTAL
WELLBEING (BODY &
MIND)
WE GET TO MAKE
THE FLAVOR OF
OUR CHOOSING
-
16
MARKET
CONDITIONS
CONSUMER’S
WILLINGNESS TO
PAY
COMPETITION
TRADE MARGINS
EXPENDITURES
INCURRED
16

17. The Four(ok, Six) Ps of Vitali-T
PLACE & PROMOTION
OFFICIAL WEBSITE
UPSCALE
SUPERMARKETS
WELLNESS
BOUTIQUES
HEALTH FOOD STORES
17

18. The P’s of Vitali-T
Process & People
18
Vitali-T
DISTROBUTION TO
VENDORS AND CUSTOMERS
EMPLOYEES
RECOGNITION
PROGRAMS
EQUALITY
DIVERSITY INCLUSIVITY
RESPECT
18

19. Implementation
 Product
Development
 Timetable
 Market and
Promotion
 Distribution
and Sales
19
 Monitor and
Evaluation
 Timetable
 Resources
Needed
 Roadblocks

20. 20
Evaluation &
KPIs
Reviewed regularly –
daily, weekly then finally
monthly once we’re up
and running for more
than a couple of weeks.
Eventually moving to a
quarterly or bi-annual
review in appropriate
areas.
KPIs
Sales and Revenue:- track sales progress
against plan and revenue generated
Customer Engagement: likes, follows, shares,
reposts
Market Share:- Monitor Growth compared to
competitors
Brand Awareness:-using surveys or social
media listening tools to measure brand
recognition, recall, or sentiment.

21. Legal and Ethical Matters
21

22. 21
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24. 24
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