The document discusses marketing strategies for Vita Coco coconut water. It identifies the target market as active women concerned with health. It notes opportunities for Vita Coco in the white space of all-natural sports drinks. The target customer, called an "Organic Adventurer", seeks healthy lifestyles and challenges for both mind and body through activities like biking and hiking with family and friends. Organic Adventurers share their experiences on social media and look for honest vendors offering high-quality, premium products. The document recommends marketing strategies like outdoor challenges and sponsoring farmers markets to engage this target group.

1. For any information that is not apparent by the slide,
I have included text marked with an asterisk.

3. *The current target is woman who
are concerned about their overall
health and lead an active lifestyle.

5. *All natural
*Hydrating
*High on calories
*Lots of potassium

7. *Lack of brand salience
*Lawsuit
*Poor taste
*Expensive

8. *There is a white space for all
natural sports drinks that Vita
Coco can move into

9. –Healthy Beverage Conference 2013

11. * The Organic Adventurer is a person who is always
looking for the next mountain to climb. They like to share
these experiences with their families and friends. They
lead healthy lifestyles and like to do things like bike to
work. They are make healthy choices on the foods they
eat.

14. *Organic Adventurers like activities that
stimulate the mind and body. They like to be
challenged and feel that sports should help you
grow as an individual.

16. *Organic adventurers are always
sharing their experiences through social
media like Twitter or Instagram. They
also make videos and blogs on their
experieinces

18. *They choose functionality over
anything else. They are willing to buy
things at a premium as long as the item
is worth the purchase and they like to
deal with honest vendors.

20. *Brand essence video

21. *Know what you’re made of
speaks directly to our target. It
has a double meaning where it
challenges you to know what
you’re made of by testing
yourself daily. It also is a
declaration for Vita Coco that
they know what they are made
of. They are all natural and can
help Organic Adventurers
accomplish what they want in
a healthy way

31. *Give them outdoor challenges
like pull-up bars on bus stops

40. *Organic Adventurers love stickers and
will put the sticker of a brand they are
loyal to on just about anything.

42. *Vita Coco should sponsor local Farmer’s
Markets in the target areas.