Our goal was to find out if a more healthy line of VitaminWater would be demanded.
During project we researched and presented about the product description, target audience, positioning strategy, market research plan, and market research analysis.
Our campaign aims to reignite vitaminwater's brand among US consumers aged 18-24 through an engaging competition. Participants will submit creative video proposals for funds, resources, or opportunities from vitaminwater. The campaign is consistent with vitaminwater's recent focus on fun and ambition over health claims, and aims to increase interest, perception, and preference without alienating loyal 30-39 year old consumers. Research found millennials appreciate individuality and engagement over traditional advertising, so the competition framework aligns with how this demographic makes purchase decisions.
This document provides information on vitamins, vitamin water, and the beverage industry in Pakistan. It defines vitamins and discusses water-soluble and fat-soluble vitamins. It then explains what vitamin water is and provides market analysis of the beverage industry in Pakistan, including key statistics, major players, and consumption data. Finally, it outlines plans for launching a vitamin water brand called Aquivita in Pakistan, including target market insights, product details, pricing, distribution, and marketing strategy.
Sales and marketing plan for soft drinks and beverages (for Iceberg Food)Sukesh Chandra Gain
The document provides a sales and marketing plan for soft drinks and beverages in India. It summarizes the key competitors in the fruit juice category and their positioning strategies. Major competitors include Dabur Real, Tropicana, Minute Maid, and Parle Saint. Dabur and Tropicana are positioned as healthy fruit juices made from real fruits. Minute Maid focuses on nutrition for a complete breakfast. Parle Saint conveys purity and honesty through its name and packaging. The summary highlights opportunities for Capri-Sun to introduce new variants and differentiate based on higher fruit content and nutrition.
Vitamin Water was created in 1996 and gained popularity as a healthier alternative to soda. It was marketed through celebrity endorsements and attractive packaging that highlighted its vitamins. However, it was sued in 2009 for misleading consumers because each bottle contains 32.5 grams of sugar, similar to Coke. While the label emphasizes vitamins and minerals, the sugar content outweighs any nutritional benefits. Vitamin Water is essentially a flavored soft drink, not a healthy beverage.
This document provides an overview of Grupo Modelo's international marketing strategies for Corona beer. It includes an analysis of the company's current situation, vision, mission, industry, key performance indicators, competitors, financial statements, PESTEL analysis, Porter's 5 forces model, SWOT analysis, 7P's of marketing, market segmentation, strategies, positioning, and recommendations. Grupo Modelo is Mexico's largest beer producer and Corona is the top imported beer in the US. The document outlines Corona's "fun in the sun" marketing campaigns and beach-themed positioning as an escape from everyday life.
This document discusses product positioning options for Crescent Pure, an organic juice and sparkling water company. It analyzes positioning Crescent Pure as an energy drink, sports drink, or organic drink. While the energy drink market has high revenue, it also has negative health perceptions. The sports drink market has lower sugar but is also crowded. Positioning as an organic drink captures the growing consumer interest in natural products. The document recommends positioning Crescent Pure as an organic energy drink, emphasizing its health and taste advantages over traditional energy drinks.
Natureview Farm was seeking to increase its annual revenue from $13 million to $20 million. It considered three options: 1) Expanding yogurt SKUs in supermarkets, 2) Launching larger yogurt cups nationally in supermarkets, or 3) Introducing children's multipacks in natural food stores. Analysis showed option 2 could generate the needed $7 million increase while maintaining relationships and involving lower costs than option 1. Option 3 would not meet the revenue goal. Therefore, the recommended decision was to launch larger yogurt cups in supermarkets.
Our campaign aims to reignite vitaminwater's brand among US consumers aged 18-24 through an engaging competition. Participants will submit creative video proposals for funds, resources, or opportunities from vitaminwater. The campaign is consistent with vitaminwater's recent focus on fun and ambition over health claims, and aims to increase interest, perception, and preference without alienating loyal 30-39 year old consumers. Research found millennials appreciate individuality and engagement over traditional advertising, so the competition framework aligns with how this demographic makes purchase decisions.
This document provides information on vitamins, vitamin water, and the beverage industry in Pakistan. It defines vitamins and discusses water-soluble and fat-soluble vitamins. It then explains what vitamin water is and provides market analysis of the beverage industry in Pakistan, including key statistics, major players, and consumption data. Finally, it outlines plans for launching a vitamin water brand called Aquivita in Pakistan, including target market insights, product details, pricing, distribution, and marketing strategy.
Sales and marketing plan for soft drinks and beverages (for Iceberg Food)Sukesh Chandra Gain
The document provides a sales and marketing plan for soft drinks and beverages in India. It summarizes the key competitors in the fruit juice category and their positioning strategies. Major competitors include Dabur Real, Tropicana, Minute Maid, and Parle Saint. Dabur and Tropicana are positioned as healthy fruit juices made from real fruits. Minute Maid focuses on nutrition for a complete breakfast. Parle Saint conveys purity and honesty through its name and packaging. The summary highlights opportunities for Capri-Sun to introduce new variants and differentiate based on higher fruit content and nutrition.
Vitamin Water was created in 1996 and gained popularity as a healthier alternative to soda. It was marketed through celebrity endorsements and attractive packaging that highlighted its vitamins. However, it was sued in 2009 for misleading consumers because each bottle contains 32.5 grams of sugar, similar to Coke. While the label emphasizes vitamins and minerals, the sugar content outweighs any nutritional benefits. Vitamin Water is essentially a flavored soft drink, not a healthy beverage.
This document provides an overview of Grupo Modelo's international marketing strategies for Corona beer. It includes an analysis of the company's current situation, vision, mission, industry, key performance indicators, competitors, financial statements, PESTEL analysis, Porter's 5 forces model, SWOT analysis, 7P's of marketing, market segmentation, strategies, positioning, and recommendations. Grupo Modelo is Mexico's largest beer producer and Corona is the top imported beer in the US. The document outlines Corona's "fun in the sun" marketing campaigns and beach-themed positioning as an escape from everyday life.
This document discusses product positioning options for Crescent Pure, an organic juice and sparkling water company. It analyzes positioning Crescent Pure as an energy drink, sports drink, or organic drink. While the energy drink market has high revenue, it also has negative health perceptions. The sports drink market has lower sugar but is also crowded. Positioning as an organic drink captures the growing consumer interest in natural products. The document recommends positioning Crescent Pure as an organic energy drink, emphasizing its health and taste advantages over traditional energy drinks.
Natureview Farm was seeking to increase its annual revenue from $13 million to $20 million. It considered three options: 1) Expanding yogurt SKUs in supermarkets, 2) Launching larger yogurt cups nationally in supermarkets, or 3) Introducing children's multipacks in natural food stores. Analysis showed option 2 could generate the needed $7 million increase while maintaining relationships and involving lower costs than option 1. Option 3 would not meet the revenue goal. Therefore, the recommended decision was to launch larger yogurt cups in supermarkets.
Teams choose a client/brand [good, service, or idea] from MRI.com that is real, known, national, and without a current, well-identified advertising campaign and/or market position.
PDB recently acquired Crescent Pure, an organic beverage. Sarah Ryan must decide how to position and market Crescent Pure in the next 6 weeks. The document analyzes positioning it as an energy drink, sports drink, or organic energy drink. It recommends positioning it as an organic energy drink to target the growing natural products market and differentiate from competitors. Crescent Pure already uses organic ingredients and consumer research showed people described it as natural and functional rather than as an energy or sports drink. Positioning it organically would allow them to hit a new market segment with their existing product.
Crescent Pure is considering positioning strategies as either an energy drink or sports drink. As an energy drink, it could provide a healthier alternative in a growing $13.5 billion market, with pricing advantages over competitors. However, energy drinks face negative publicity over health risks. As a sports drink, it could attract a wider consumer base and combine hydration with mental focus and energy boosting. But the sports drink market is smaller and prices are typically lower. The document analyzes the pros and cons of each positioning option and provides market data to inform the strategy.
Crescent Pure is an organic functional drink created by Peter Hooper and later acquired by Portland Drake Beverages. PDB is considering three positioning strategies for Crescent Pure as an energy drink, sports drink, or health drink. Market research shows the energy drink market is growing faster than sports drinks and Crescent Pure's ingredients are well-suited for an energy drink. The presentation recommends positioning Crescent Pure as an energy drink to take advantage of this growing market segment and differentiate from competitors in the sports drink category.
Natureview Farm, an organic yogurt manufacturer, needed to increase revenue from $13 million to $20 million. They considered three expansion options: 1) launching 8-oz cups in supermarkets, 2) launching 32-oz cups in supermarkets, or 3) launching children's multi-packs in natural food stores. Expanding 32-oz cups in supermarkets was determined to be the most suitable option as it had the potential to generate $7.8 million in increased annual revenue with lower additional marketing costs and without affecting existing natural food store relationships.
Crescent Pure is an organic energy drink acquired by PDB in 2013. Sarah Ryans must finalize the product positioning strategy for Crescent Pure in a few weeks. There are two viable positioning options - as an energy drink or a sports drink. After analyzing customer segmentation data, market growth trends, pricing strategies, and product differentiation opportunities for both options, an energy drink positioning is recommended. It attracts a larger customer base and market, is better aligned with PDB's pricing approach, and allows Crescent to differentiate itself as a healthy organic alternative in a category with negative publicity around artificial ingredients.
The document presents three options for Natureview Farm to grow its yogurt revenues:
1) Expand 8-oz yogurt SKUs into one or two supermarket regions, with high growth potential but also high costs and competition risks.
2) Expand 32-oz yogurt SKUs nationally, giving higher margins but doubts about new customer acquisition and distribution.
3) Launch multi-packs in natural foods stores, Natureview's strong channel but lower revenue potential.
Option 1 exceeds revenue targets with highest long term profits but also highest costs. Option 2 exceeds targets but risks brand dilution. Option 3 has lowest risks but falls short of targets with lower long term profits. The decision matrix shows Option 1 has best balance of upside and downside
The document profiles several women and describes their relationships with brands. It notes their demographics, personality traits, and brand preferences. For example, it describes a 59-year old married waitress who takes pride in her home and has strong brand loyalty, only switching if functional benefits are substantial. It also examines how brand relationships form based on emotional, sensory, functional, belief-based and social values. Overall, the document explores how individuals' characteristics and life experiences shape their brand perceptions and choices.
Exploring Brand-Person Relationships-Three Life historiesAmrita Sarkhel
This document profiles the brand relationships of three individuals - Jean, Karen, and Vicky. It analyzes the brands they are loyal to across different categories like food, clothing, and personal care. Some key findings:
- Jean has strong brand loyalty after testing options and is loyal to brands with longevity. Her relationships are likely to endure.
- Karen is more price-sensitive and uses some brands out of habit. Her relationships may be weaker.
- Vicky values brands that bring esteem and is experimenting with her identity. Her relationships seem most likely to change as she discovers new brands.
Therefore, Jean's consumer-brand relationships would likely endure five years while Vicky's may change the
The document discusses the cola wars between Coca-Cola and Pepsi. It provides background on how Pepsi attacked Coke on its home turf in the US after Coke started focusing overseas. It analyzes the strengths, weaknesses, opportunities, and threats of both companies. It also examines the competitive strategies employed by each over the decades, including new product lines, marketing campaigns, pricing strategies, and acquisitions. Both companies have established a duopoly in the soft drink market through aggressive competition and global expansion.
The document discusses the Minute Maid brand of fruit juices owned by Coca-Cola. It provides details on the history and market share of Minute Maid in India. It then focuses on the launch of a new Minute Maid Pulpy Orange juice product, including target markets, production details, marketing strategies, and expansion plans. It ends with an economic analysis and suggestions for the brand.
Crescent Pure- Harvard business case study Nidhi Ahuja
PDB is acquiring Crescent Pure and must determine its market positioning. It can be positioned as either an energy drink or sports drink. Positioning as an energy drink aligns more closely with PDB's brand values of health and affordability. Consumer surveys found Crescent to be perceived as energetic. As an energy drink, Crescent faces less competition and has a competitive advantage due to its organic certification. It also allows for lower pricing than sports drinks. However, the sports drink market is larger and growing, and Crescent's characteristics align well with a sports drink. The decision requires further analysis of market size, pricing, competition, and meeting profit goals.
Natureview Farm is a yogurt company seeking to increase revenue 50% by end of 2001. It is considering 3 options: 1) Expand 8oz cups to supermarkets, 2) Expand 32oz cups nationally, or 3) Introduce children's multipacks in natural foods stores. Option 1 requires the highest spending but risks are high. Option 2 has lower risks but doubts about new users adopting large size. Option 3 leverages Natureview's brand strengths and relationships in natural foods stores, which are growing faster than supermarkets. Introducing multipacks could increase revenue 46.4% in 12 months, achieving the target through continued growth in the core natural channel without risks of expanding to supermarkets.
Natureview Farm is considering options to grow its revenue beyond $20 million by 2001. Option 1 is to expand its 8-oz yogurt cups into supermarket regions, which could generate $16.1 million in revenue in 2000 and $19.3 million in 2001. Option 2 is launching a national rollout of its 32-oz cups, projected to earn $9.2 million in 2000 and $9.2 million in 2001. Option 3 is introducing children's multipacks in natural food stores, with potential revenues of $3.8 million in 2000 and $3.3 million in 2001. The recommendation is to combine Options 1 and 3 to leverage the revenue growth of supermarkets while maintaining relationships in natural food stores.
This document discusses the personality profiles and brand relationships of three individuals - Jean, Karen, and Vicki. It analyzes their life stories and how they relate to the brands they use. Jean has close relationships with established, well-known brands that match her preference for certainty. Karen's brand relationships reflect her busy lifestyle and focus on convenience and cost. Vicki chooses brands that reflect her feminine personality and preference for purity.
PDB acquired Crescent Pure, an organic juice drink company, and wanted to position its brand to expand into the functional beverage market. Crescent Pure was currently seen as an energy drink by consumers due to its 80mg of caffeine. PDB analyzed positioning it as an energy drink, sports drink, or organic drink. Positioning as an organic energy drink was chosen to appeal to perceptions of it being healthy while capitalizing on the booming energy drink market. This positioning aimed to make inroads into the organic drink market through brand extension. However, break even analysis showed Crescent Pure would barely break even with its $750,000 advertising budget.
This document summarizes a marketing analysis project for Pillsbury cookies in the Canadian market. It includes the following key points:
The goals are to increase market share and sales growth in Canada by understanding differences between US and Canadian consumers. Perceptual mapping techniques will be used to understand customer perceptions. An analysis of customer surveys found that convenience is a key benefit for current and lapsed users but not for non-users, so advertising should highlight benefits beyond just being convenient. Multiple potential uses and recipes should also be communicated since few use the package recipes. Issues like being seen as unnecessary or "cheating" must also be addressed through repositioning the brand's messaging.
Vitamin Water aims to establish an identity as a tool to intelligently navigate the day. It targets consumers aged 25-35 by communicating through magazines, lifestyle media, and at points of purchase. The company interacts intelligently with its environment through initiatives like recycling and a scholarship program for graduate students in Baltimore. Vitamin Water allocates its $50 million marketing budget across online, print, corporate citizenship, lifestyle interaction, and point of purchase channels to achieve 47% year-over-year growth and 7.5-13% share of the bottled water category.
Searle Vitamin Water (Realization of New Category)Khurram Shakeel
The document outlines rules and guidelines for a project presentation, including being attentive during the presentation, asking questions respectfully, and logical arguments being welcome. It notes that the rules do not apply to Mr. Naveed Ilyas. Knowledge and awards will be guaranteed for the best and most relevant questions. The presentation is on the Searle Vitamin Water case study conducted by IoBM students.
Teams choose a client/brand [good, service, or idea] from MRI.com that is real, known, national, and without a current, well-identified advertising campaign and/or market position.
PDB recently acquired Crescent Pure, an organic beverage. Sarah Ryan must decide how to position and market Crescent Pure in the next 6 weeks. The document analyzes positioning it as an energy drink, sports drink, or organic energy drink. It recommends positioning it as an organic energy drink to target the growing natural products market and differentiate from competitors. Crescent Pure already uses organic ingredients and consumer research showed people described it as natural and functional rather than as an energy or sports drink. Positioning it organically would allow them to hit a new market segment with their existing product.
Crescent Pure is considering positioning strategies as either an energy drink or sports drink. As an energy drink, it could provide a healthier alternative in a growing $13.5 billion market, with pricing advantages over competitors. However, energy drinks face negative publicity over health risks. As a sports drink, it could attract a wider consumer base and combine hydration with mental focus and energy boosting. But the sports drink market is smaller and prices are typically lower. The document analyzes the pros and cons of each positioning option and provides market data to inform the strategy.
Crescent Pure is an organic functional drink created by Peter Hooper and later acquired by Portland Drake Beverages. PDB is considering three positioning strategies for Crescent Pure as an energy drink, sports drink, or health drink. Market research shows the energy drink market is growing faster than sports drinks and Crescent Pure's ingredients are well-suited for an energy drink. The presentation recommends positioning Crescent Pure as an energy drink to take advantage of this growing market segment and differentiate from competitors in the sports drink category.
Natureview Farm, an organic yogurt manufacturer, needed to increase revenue from $13 million to $20 million. They considered three expansion options: 1) launching 8-oz cups in supermarkets, 2) launching 32-oz cups in supermarkets, or 3) launching children's multi-packs in natural food stores. Expanding 32-oz cups in supermarkets was determined to be the most suitable option as it had the potential to generate $7.8 million in increased annual revenue with lower additional marketing costs and without affecting existing natural food store relationships.
Crescent Pure is an organic energy drink acquired by PDB in 2013. Sarah Ryans must finalize the product positioning strategy for Crescent Pure in a few weeks. There are two viable positioning options - as an energy drink or a sports drink. After analyzing customer segmentation data, market growth trends, pricing strategies, and product differentiation opportunities for both options, an energy drink positioning is recommended. It attracts a larger customer base and market, is better aligned with PDB's pricing approach, and allows Crescent to differentiate itself as a healthy organic alternative in a category with negative publicity around artificial ingredients.
The document presents three options for Natureview Farm to grow its yogurt revenues:
1) Expand 8-oz yogurt SKUs into one or two supermarket regions, with high growth potential but also high costs and competition risks.
2) Expand 32-oz yogurt SKUs nationally, giving higher margins but doubts about new customer acquisition and distribution.
3) Launch multi-packs in natural foods stores, Natureview's strong channel but lower revenue potential.
Option 1 exceeds revenue targets with highest long term profits but also highest costs. Option 2 exceeds targets but risks brand dilution. Option 3 has lowest risks but falls short of targets with lower long term profits. The decision matrix shows Option 1 has best balance of upside and downside
The document profiles several women and describes their relationships with brands. It notes their demographics, personality traits, and brand preferences. For example, it describes a 59-year old married waitress who takes pride in her home and has strong brand loyalty, only switching if functional benefits are substantial. It also examines how brand relationships form based on emotional, sensory, functional, belief-based and social values. Overall, the document explores how individuals' characteristics and life experiences shape their brand perceptions and choices.
Exploring Brand-Person Relationships-Three Life historiesAmrita Sarkhel
This document profiles the brand relationships of three individuals - Jean, Karen, and Vicky. It analyzes the brands they are loyal to across different categories like food, clothing, and personal care. Some key findings:
- Jean has strong brand loyalty after testing options and is loyal to brands with longevity. Her relationships are likely to endure.
- Karen is more price-sensitive and uses some brands out of habit. Her relationships may be weaker.
- Vicky values brands that bring esteem and is experimenting with her identity. Her relationships seem most likely to change as she discovers new brands.
Therefore, Jean's consumer-brand relationships would likely endure five years while Vicky's may change the
The document discusses the cola wars between Coca-Cola and Pepsi. It provides background on how Pepsi attacked Coke on its home turf in the US after Coke started focusing overseas. It analyzes the strengths, weaknesses, opportunities, and threats of both companies. It also examines the competitive strategies employed by each over the decades, including new product lines, marketing campaigns, pricing strategies, and acquisitions. Both companies have established a duopoly in the soft drink market through aggressive competition and global expansion.
The document discusses the Minute Maid brand of fruit juices owned by Coca-Cola. It provides details on the history and market share of Minute Maid in India. It then focuses on the launch of a new Minute Maid Pulpy Orange juice product, including target markets, production details, marketing strategies, and expansion plans. It ends with an economic analysis and suggestions for the brand.
Crescent Pure- Harvard business case study Nidhi Ahuja
PDB is acquiring Crescent Pure and must determine its market positioning. It can be positioned as either an energy drink or sports drink. Positioning as an energy drink aligns more closely with PDB's brand values of health and affordability. Consumer surveys found Crescent to be perceived as energetic. As an energy drink, Crescent faces less competition and has a competitive advantage due to its organic certification. It also allows for lower pricing than sports drinks. However, the sports drink market is larger and growing, and Crescent's characteristics align well with a sports drink. The decision requires further analysis of market size, pricing, competition, and meeting profit goals.
Natureview Farm is a yogurt company seeking to increase revenue 50% by end of 2001. It is considering 3 options: 1) Expand 8oz cups to supermarkets, 2) Expand 32oz cups nationally, or 3) Introduce children's multipacks in natural foods stores. Option 1 requires the highest spending but risks are high. Option 2 has lower risks but doubts about new users adopting large size. Option 3 leverages Natureview's brand strengths and relationships in natural foods stores, which are growing faster than supermarkets. Introducing multipacks could increase revenue 46.4% in 12 months, achieving the target through continued growth in the core natural channel without risks of expanding to supermarkets.
Natureview Farm is considering options to grow its revenue beyond $20 million by 2001. Option 1 is to expand its 8-oz yogurt cups into supermarket regions, which could generate $16.1 million in revenue in 2000 and $19.3 million in 2001. Option 2 is launching a national rollout of its 32-oz cups, projected to earn $9.2 million in 2000 and $9.2 million in 2001. Option 3 is introducing children's multipacks in natural food stores, with potential revenues of $3.8 million in 2000 and $3.3 million in 2001. The recommendation is to combine Options 1 and 3 to leverage the revenue growth of supermarkets while maintaining relationships in natural food stores.
This document discusses the personality profiles and brand relationships of three individuals - Jean, Karen, and Vicki. It analyzes their life stories and how they relate to the brands they use. Jean has close relationships with established, well-known brands that match her preference for certainty. Karen's brand relationships reflect her busy lifestyle and focus on convenience and cost. Vicki chooses brands that reflect her feminine personality and preference for purity.
PDB acquired Crescent Pure, an organic juice drink company, and wanted to position its brand to expand into the functional beverage market. Crescent Pure was currently seen as an energy drink by consumers due to its 80mg of caffeine. PDB analyzed positioning it as an energy drink, sports drink, or organic drink. Positioning as an organic energy drink was chosen to appeal to perceptions of it being healthy while capitalizing on the booming energy drink market. This positioning aimed to make inroads into the organic drink market through brand extension. However, break even analysis showed Crescent Pure would barely break even with its $750,000 advertising budget.
This document summarizes a marketing analysis project for Pillsbury cookies in the Canadian market. It includes the following key points:
The goals are to increase market share and sales growth in Canada by understanding differences between US and Canadian consumers. Perceptual mapping techniques will be used to understand customer perceptions. An analysis of customer surveys found that convenience is a key benefit for current and lapsed users but not for non-users, so advertising should highlight benefits beyond just being convenient. Multiple potential uses and recipes should also be communicated since few use the package recipes. Issues like being seen as unnecessary or "cheating" must also be addressed through repositioning the brand's messaging.
Vitamin Water aims to establish an identity as a tool to intelligently navigate the day. It targets consumers aged 25-35 by communicating through magazines, lifestyle media, and at points of purchase. The company interacts intelligently with its environment through initiatives like recycling and a scholarship program for graduate students in Baltimore. Vitamin Water allocates its $50 million marketing budget across online, print, corporate citizenship, lifestyle interaction, and point of purchase channels to achieve 47% year-over-year growth and 7.5-13% share of the bottled water category.
Searle Vitamin Water (Realization of New Category)Khurram Shakeel
The document outlines rules and guidelines for a project presentation, including being attentive during the presentation, asking questions respectfully, and logical arguments being welcome. It notes that the rules do not apply to Mr. Naveed Ilyas. Knowledge and awards will be guaranteed for the best and most relevant questions. The presentation is on the Searle Vitamin Water case study conducted by IoBM students.
Surging Health Awareness to Impel the Energy and Sports Drink Market Growth i...kenresearch12
The changing consumer preferences, demand for functional beverages, increasing awareness towards healthy lifestyles and growing urban population in Asia would be the major factors that would drive the market in coming years.
The document proposes expanding Vitamin Water into Brazil by licensing it to FEMSA, the second largest Coca-Cola bottler. It recommends focusing on Brazil's largest cities and marketing to middle-to-upper class teenagers and young adults pursuing healthy, active lifestyles. Vitamin Water would be priced competitively and distributed widely using FEMSA's network, while positioning it as a fun, tasty, healthy alternative and using celebrity endorsements in advertising. The strategy aims to make Vitamin Water Brazil's top functional beverage brand.
California State Polytechnic University Pomona_Full Written CaseJennifer Chow
This document provides a marketing plan for vitaminwater to target Millennial consumers aged 18-24. It includes a situational analysis, SWOT analysis, and strategic recommendations. The goals are to reposition vitaminwater as a brand that supports creativity and individual expression. The marketing mix will include innovative flavors, a creativefoundation program to support the arts, and an integrated marketing campaign across digital and traditional channels. Product packaging and labeling will be modernized. The target consumer profile examines Millennials' interests in travel, experiences, and personal fulfillment over traditional careers and lifestyles. Metrics and controls are proposed to evaluate the program's success in meeting objectives.
This document provides a marketing plan for vitaminwater to address declining sales and brand confusion. It identifies the primary target market as two segments within the 18-24 age group: "Social Sippers" connected to digital media who drink sparingly, and "Gratified Guzzlers" who drink large amounts and are content with the brand. A series of tactics are proposed that leverage trends important to these segments, such as celebrity culture and social media, to reposition vitaminwater as a beverage that provides flavorful experiences, humor and rhythm throughout consumers' journeys. The tactics include a scavenger hunt, concert, label contest and festival designed to generate buzz and engage the new target market while incentivizing loyal consumers
Un emprendedor llamado J. Darius Bikoff creó VitaminWater en 1996 al mezclar una vitamina C con agua para combatir la sed y falta de energía. La bebida tuvo éxito y en el 2006 generó $350 millones de dólares. Coca-Cola adquirió la empresa por $4.1 mil millones en 2007 para expandirse en el mercado de bebidas no carbonatadas, manejando la marca VitaminWater de forma independiente.
- Functional beverages play an important role in people's health and hydration. The market has grown rapidly over the past decade, especially in North America, with more specific choices tailored to individual needs.
- The global functional beverage market was valued at $500 billion in 2014, with Europe accounting for the largest portion. Fortified beverages make up an estimated $60 billion of the non-alcoholic beverage market.
- Advancements in product development and technology allow beverage manufacturers to react faster to consumer demands and add more nutrients through taste masking and microencapsulation. Functional beverages are popular in different cultures and regions in diverse forms.
Powerade's current marketing strategy is failing to overcome high consumer brand loyalty to Gatorade. Powerade aims to increase market share by targeting young amateur athletes and differentiating itself from Gatorade. The new campaign will highlight Powerade ION4's electrolyte formula through characters representing each electrolyte. Consumers will enter a competition to become the fourth electrolyte character and build brand loyalty. The goal is for consumers to see Powerade as an equal or superior sports drink to Gatorade.
Flavoured Drinking Water, Beverage – Non Alcoholic, Purified Water Containing...Ajjay Kumar Gupta
Flavoured Drinking Water, Beverage – Non Alcoholic, Purified Water Containing Natural Flavours, Fruit-Flavoured Water, Value-Added Flavored Water Manufacturing Plant, Detailed Project Report, Profile, Business Plan, Industry Trends, Market Research, Survey, Manufacturing Process, Machinery, Raw Materials, Feasibility Study, Investment Opportunities, Cost and Revenue, Plant Economics, Production Schedule, Working Capital Requirement, Plant Layout, Process Flow Sheet, Cost of Project, Projected Balance Sheets, Profitability Ratios, Break Even Analysis
Flavoured water is a beverage consisting of water with added natural or artificial flavours, herbs, and sweeteners, and is usually lower in calories than non-diet soft drinks. In many cases, flavoured waters add vitamins and minerals to their beverages through the incorporation of fruits in order to better market their products. Water is tasteless.
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Vitamin water is a nutrient-enhanced beverage made by Glaceau with various vitamins and minerals added to different flavours. Glaceau was founded in 1996 with the goal of making alternatives to bottled water, and was later acquired by Coca-Cola. While meant to hydrate and replenish the body, vitamin water's benefits have been questioned as it contains sugar and other ingredients.
Este documento proporciona instrucciones para crear un acordeón falso en una botella de plástico para hacer trampa en exámenes. Explica cómo escanear la etiqueta de la botella, editar digitalmente el texto para reemplazarlo con información útil y luego imprimir y pegar la nueva etiqueta en la botella. Proporciona consejos para usar discretamente la botella tramposa durante los exámenes.
The Pulse Beverage Corporation is an emerging growth beverage company that manufactures and distributes Natural Cabana® Lemonade and PULSE® brand of functional beverages - originally developed by a major healthcare company, in three health platforms: PULSE® Heart Health Formula™, PULSE® Women’s Health Formula™ and PULSE® Men’s Health Formula™.
This document provides background research and insights into developing a marketing campaign targeted at "time-starved" millennials. It profiles three subgroups within this target audience: students, young professionals, and parents. Research found that they value convenience due to busy schedules and see time as a precious commodity. The document recommends positioning Pizza Hut as the top choice for digital orders and creating the best digital ordering experience. It analyzes competitors and proposes tactics like mobile/online advertising, partnerships, and a redesigned app to appeal to the time-constrained lifestyle of the target audience.
This presentation outlines the current state of the consumer health industry as of 2014, including market analysis, company profiles, new product launches, consumers trends, and other analyst insight.
This is the plans book my classmates and I made for Coke Zero during our Advertising Campaigns class. (Fall 2008) Team members were: Aaron Finke, Alicia Houselog, Alla Ilushka, Caitlin Roemhildt, Keana Millington and Samantha Korkow.
Consumer health analyst Daniel Grimsey presented on vitamins and dietary supplements in the Asia Pacific region for the national conference of Complementary Medicines Australia (CMA) in Sydney on October 30, 2014. Asking the pertinent question “Is the party over?”, Daniel outlined the key growth drivers for vitamins and dietary supplement sales in APAC, identified the star performers within the category and assessed the future direction for the consumer health in the Asia Pacific region.
O mercado brasileiro de bebidas não alcóolicas continua desafiador, com queda nas vendas de refrigerantes. Os consumidores estão mais racionais e atendem às mudanças nos hábitos de compra. Embalagens menores e econômicas ganham espaço.
This document summarizes research conducted on Cult Yogurt, a Montreal-based yogurt company. The research included focus groups, interviews, and an online survey with 301 respondents to understand Cult's target market and opportunities. Key findings include that heavy yogurt consumers are female professionals aged 25-34 who live downtown. Respondents preferred glass jars, flavors like vanilla chai and strawberry, and were willing to pay $3-3.25. Recommendations include expanding distribution, promoting probiotics and the local brand, and introducing medium and large sizes. Opening a yogurt bar in downtown is also recommended to build the brand.
This document discusses options for a yogurt manufacturer to grow revenues by 50% in 2 years. It provides an overview of organic market trends, the yogurt market which is concentrated among a few major players, and the company's position in natural/organic stores. Option 1 involves expanding 6 SKU's into 1-2 supermarket regions for higher visibility but also costs. Option 2 expands 2 larger SKU's nationally but with challenges of high fees and distribution. Option 3 focuses on the natural foods channel through a children's multi-pack. Financial details are given for each, and recommendations note the risks but also opportunities in supermarkets.
According to a 2019 study by the Bangladesh Bureau of Statistics, Bangladesh generates approximately 6.34 million tons of food waste per year from households and commercial sources. A survey found that over 70% of respondents would be more likely to visit a restaurant committed to reducing food waste. Consumers increasingly care about the environmental and social impact of the businesses they support.
Natureview Farm produces refrigerated cup yogurt and aims to grow revenue 50% by 2001. It faces choosing between expanding product lines into supermarkets or natural food stores. Option 1 is expanding 6 SKU's into selected supermarket regions, which offers the largest market but highest competition. Option 2 expands 4 SKU's nationally in 32oz cups with fewer competitors. Option 3 expands children's packs in natural stores with established relationships. The recommendation is Option 1 to pursue higher revenue, investor confidence, and market penetration, starting with top flavors, hiring supermarket expertise, and developing distributor relationships.
The document provides an overview of a study conducted by The Hartman Group on consumer perspectives and market trends related to sustainability. Some key findings include:
1) While the term "sustainability" is not widely used or understood by consumers, most people incorporate aspects of sustainable living through everyday actions like choosing organic food or recycling.
2) Consumers can be segmented into those on the periphery, mid-level, or core of sustainability based on their knowledge and behaviors. The mid-level segment represents the largest opportunity as they are increasingly changing attitudes and behaviors.
3) Triggers for greater participation in sustainable practices include health benefits, social norms, convenience, and tangible impacts. Barriers include costs,
Transparency and Choice: Winning With Today's ConsumersBrandSquare
Mintel's 2018 Global Food & Drink Trends are the result of collaboration between 60 of Mintel’s expert analysts in more than a dozen countries around the world. In this webinar, we’ll look at two of the five consumer-led trends that are influencing food and drink product development in 2018, and are predicted to have a big impact going forward.
In this webinar you’ll learn:
How the Full Disclosure trend is satisfying consumer demands for total transparency
How the Self-Fulfilling Practices trend is encouraging more consumers to adopt truly flexible, balanced diets
How these trends empower consumers with trust in a post-truth reality and self-care in a world that’s becoming more hectic and stressful
This document provides an agenda and details for an event on sustainability in the marketplace held on July 18 at IFT 2016. The event will feature presentations on sustainable brands, retailers, and practices according to consumer perception data from IFIC. It will also include a case study on McDonald's sustainable practices and their effect on the bottom line. Finally, there will be a presentation from the United Soybean Board on insights about soy's sustainability from a farm perspective.
Dole Food Company is looking to expand into new healthy food markets while maintaining profitability. They will introduce new organic and exotic fruit products, create an efficient carbon neutral supply chain, and build on social responsibility programs. Key markets are health conscious consumers in Europe and North America. Dole will source new products from Latin America and the Caribbean to enter these markets.
Dole Food Company is looking to expand into new healthy food markets while maintaining profitability. They will introduce new organic and exotic fruit products, create an efficient supply chain, and build on their social responsibility efforts. Key recommendations include expanding into the European organic food market through a distribution partnership in Belgium, targeting high-end nutrition retailers in the US, and improving the carbon efficiency of their supply chain.
This document provides an overview of Mintel's 2024 Global Food and Drink Trends report. It identifies three key trends - "Trust the Process", "Age Reframed", and "Eating: Optimised". For "Trust the Process", transparency around food processing will be important as consumers seek to understand how processed foods fit into their diets. Brands will need clear communication around processing techniques. Minimally processed foods highlighting nutrition and sustainability will appeal to consumers.
This document discusses building urban food systems for better diets, nutrition, and health in low and middle-income countries. It outlines key demand drivers like health and wellness, convenience, aging populations, and sustainable foods. Convenience foods are seeing strong growth, especially ready-to-eat and drink products. Sustainable foods like reducing food waste and alternative proteins also present commercial opportunities. Food industry executives surveyed identified lowering environmental footprints and meeting demands for healthy, sustainable foods as top innovation priorities, and costs to develop new products as a major obstacle to innovation. The document proposes Singapore's food innovation ecosystem as a model, featuring research institutes, retailers, start-up support, and co-innovation to address market gaps.
The document discusses research conducted to understand consumers' perceptions of Urban Greens products. Key findings include:
- Most respondents purchase produce at supermarkets and consume organic produce moderately (1-25%).
- Satisfaction with Urban Greens was high, and most felt its produce was as good or better than normal options.
- Freshness was the most important factor in produce purchases.
- Increased produce and organic consumption correlated with higher satisfaction regarding staff knowledge, variety, and value.
- Moderate organic consumers were most satisfied overall and in areas like professionalism and freshness.
Recommendations focus on communicating freshness to increase perceptions of taste and value. Variety should also be expanded while maintaining strengths in staff, quality
This document provides a summary of a presentation on sustainable sourcing for beverage category managers. It discusses key sustainability issues for beverages like large water and carbon footprints in processing. It presents a decision framework including understanding priorities, communicating with suppliers, acquiring sustainability information, evaluating claims to avoid greenwashing, and integrating sustainability into purchasing decisions. The goal is to equip category managers with tools and questions to select more sustainable beverage products.
This document provides a summary of a presentation on sustainable sourcing for beverage category managers. It discusses key sustainability issues for beverages like large water and carbon footprints in processing. It presents a decision framework including understanding priorities, communicating with suppliers, acquiring sustainability information, evaluating claims to avoid greenwashing, and integrating sustainability into purchasing decisions. The goal is to equip category managers with tools and questions to select more sustainable beverage products.
Consumer awareness on organic food products in west DelhiDeepanshu Bhatia
This document discusses a study on consumer awareness of organic food products in West Delhi, India. The study found that while consumers were generally aware of organic products and their benefits, they faced several issues that limited consumption. Key findings included irregular availability, limited product varieties, and expensive prices compared to non-organic options. While most consumers believed organic food was important for health, many were not willing to pay higher costs. The study suggests increasing the number of organic retailers, boosting education programs, and improving promotions to help expand the organic market.
The document discusses the avocado market and opportunities for disrupting it. It notes that the global avocado market is large and growing but local European producers cannot meet demand. The Americas are the main producers, while the US and EU are the biggest importers. There is demand for avocado plantlets and sustainable avocados in Europe that is not being met. The document identifies Vegan Vera as the target customer persona and validates her characteristics and pain points through research. It finds that the main problems are sustainability issues not being noticed by consumers, limited expansion of European production due to plant supply bottlenecks, and significant food loss due to avocado perishability. It then presents ideas to address these problems through tissue culture cloning
Similar to Consumer Behavior Group Project - Vitamin Water (20)
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
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3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
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Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
4. An enhanced water made with organic
ingredients, with less sugar & less calories.
Vitamins naturally obtained from fruits.
Initial Product Description
5. Experimental Research
Findings from Interviews
● Consumers care about nutrition and health
● Think Vitamin Water is too sweet or unhealthy
● Interested in hydration & energy
● Not willing to pay more than $3/bottle
6. Target Audience
PRIMARY
● Baby Boomers: Representing nearly 20% of
the American population, many senior
baby boomers are parents of Millennials
Millennials: The core target
market for Vitamin Water
are 18-32 year old
Millennials
● Female Household Gatekeeper : This
aging segment of the market is growing
concerned with their health and are
primary grocery shoppers of their
household.
SECONDARY
8. Summary of Planned Market Research Activities
Research Phase Primary LO Secondary LO Key Decision Points
Informed
Value Proposition
(Skin, Immune
System, and
Metabolism
Boosters)
Identify which vitamins are most
important to consumers.
Determine the perception of the existing
product’s level of healthiness.
Learn if consumers value nutritional
benefits over flavor.
Identify if consumers prefer natural
sweeteners and organic ingredients.
Identify possible unmet
needs and wants.
Identify best way to
offer these benefits to
consumers.
Determine the properties of
the proposed product line
(less calories, natural
sweeteners, no
preservatives.)
Replace the product
ingredients to meet
consumers’ needs.
Pricing and Targeting
Determine which market will be the
most interested in purchasing our drink.
Determine a proper price for our
proposed product line.
Learn which
promotional strategies
to use to advertise the
product.
Derive pricing formulas
for different target
markets
Establish the price of the
product.
Develop an advertising
strategy to effectively reach
the target audience.
Packaging Determine how packaging affects
consumers' purchasing choices
Determine how packaging affects
consumers’ perception of the product
N/A Change or keep the
packaging respondents
choose
Taste/Flavor Determine consumer preference for
certain fruit flavors
N/A Keep the flavors
respondents choose
9. Research Phase Research Population Research
Methodology
Research Protocol
Value Proposition 60x Millennials (18-32
30x Female household gatekeeper
(33-55)
10x Baby boomers
Online Survey Set context for offering
brief introduction to purpose of
study.
Terminate based on screener
questions
Pricing and
Targeting
200x millennials in urban cities
100x mothers in suburbs
Online Survey Determine target market and
population through research
survey a representative sample
Packaging 30x millennials (19-32
12x Female household gatekeeper
(33-55)
Small Focus groups ( 3
participants per
group)
Present variable designs as stimuli
Record initial reactions
Stimulate discussion
Taste/Flavor 30x millennials (19-32) Small Focus groups ( 3
participants per
group)
Prepare test trials
Gauge feedback
Summary of Planned Market Research Activities (cont.)
10. Phase
Demographic
Information
Key Points
Overall
Product
Line
Nutrition/
Electrolytes
Sweeteners
Taste/
Flavours
# of Respondents: 108 out of
207
Current Gaps:63% Females and
37% Males, Respondents <18
to >32
# of Respondents: 110
Current Gaps: Respondents
<18 and >32, Respondents
<$50K
# of Respondents: 117
Current Gaps: Respondents,
Respondents <18 to >32
# of Respondents: 108
Current Gaps: Respondents
<18 to >32
# of Respondents: 108
Current Gaps: Respondents
<18 to >32
Strong preference for taste and low calories over organic formula. Need of refreshment and hydration.
Increase brand loyalty and consumption, since only 34% respondents purchase the product at least once a
week.
Change positioning strategy to natural enhanced water, since main competitors are Dasani Flavored Water
and Evian Water.
Enhancement of product health benefits and nutritional values to change consumers’ perception to
making a healthy choice and consume the product more than once a week.
The product contains water with two vitamins per bottle without any preservatives, dyes and artificial
flavors. Naturally based enhanced water.
Enhanced with electrolytes such as Potassium , Magnesium, Sodium, Calcium, Phosphorus to meet
consumers’ needs, since 82 % are psychically active individuals (who exercise up to 3 times a week)
Natural source of electrolytes from citruses such as orange and lime.
The product contains natural source of vitamins A, B3, C, B6 derived from strawberry, orange, mango
and lime (70% choose vitamin A, 77% B, 85% C)
The product is naturally sweetened with Agave syrup and only 21 calories per bottle. (59% choose
natural sweeteners)
VitaminWater Lite introduces new flavors such as strawberry, mango, orange and lime & mint (limited
edition )
Flavors based on natural fruit, since 46% out of 108 respondents agreed that VitaminWater tastes like
medicine.
Summary of Value Proposition Market Research
11. Laddering Exercise: Determining Brand’s Value Proposition
Key Attributes
Taste/
Flavor
Vitamins CaloriesElectrolytes
Functional
Benefits
Natural fruit
eliminates
preservatives
Enrichment
of the flavor
Less sugar=
less
calories
lightly and
natural
sweetened
Enhancement of the
skin
Support vision and
bone growth
Boost Energy Rehydration
Support nerve
and muscle
function
Maintain
physical
balance
Desired Guest
Experience
Rich Natural
Taste
Skin enhancement and
immune system support
Hydration Healthiness
Application of Market Research
Findings – Laddering Exercise
12. Product Description
1. Enhanced water with only Natural Ingredients.
• No Preservatives
• No Dyes
• No Artificial Flavors
• Naturally Sweetened with Agave Syrup
(21 calories/bottle)
2. Water + Vitamins + Electrolytes
Water enhanced with vitamins and electrolytes from fruits
3. Eco-Friendly Packaging – New Product Line
New Packaging Design
• 40% less plastic
• Water-bottle shaped
13.
14. ● Skin Booster
● Immune System Booster
Vitamins: A, B3, C
Vitamins: B6, C
Flavor: Strawberry Orange Mango
Flavor: Lime and Mint
Extension of Product Line By: