Uploaded byM.Ali Jehangir
Vitamin Water Marketing Plan
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.
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Vitamin Water Marketing Plan
- 2. M.ALI JEHANGIR DANIYAL AHMED RIAZLAKHANI LAUNCH PLAN
- 3. What is Vitamin? • Definition : – Organic compounds which are essential for normal growth and nutrition and are required in small quantities in the diet because they cannot be synthesized by the body. – Vitamins don't give you calories or energy but do help you stay healthy. Types of Vitamin : They are split up into two groups and defined by the materials in which they dissolve Dissolve in water and are excreted out the body through biological fluids Dissolve in fat, and excesses are stored in fatty tissues Water-soluble vitamins include the vitamin B-complex group and vitamin C Fat-soluble vitamins include vitamin A, vitamin D, vitamin E and vitamin K WATER SOLUBLE FAT SOLUBLE
- 4. What is VitaminWater? • Beverage Product • It is the combination of Water that is enriched with vitamins and minerals. • Coca Cola “GALCEUE” is the market leader followed by Pepsi internationally. • Presence in almost 52 countries. • Growing brand almost by 12.5 % YOY internationally.
- 5. MARKET ANALYSIS Beverage Industry IslamicRepublic of Pakistan
- 6. Beverage Industry –Key Information • Pakistan’s Beverage industry is one of the top industries in Pakistan. • It’s operating with around 170 units. • Its sales volume is up to 30.5%. • The beverage industry in Pakistan, currently having a size of little over 120 million cases per annum with an annual growth of around 10-15 per cent, • It has the potential to double its size in the next 3-5 years, if the government's taxation policies towards this industry are corrected. Neilson data for 20,000 individuals regarding there daily consumptions of a particular type of Beverages. Data provided by IBL representative
- 7. Beverage Industry- Pakistan Beverage Market BottledBeverage Carbonated Soft Drinks (Pepsi, Coke) Energy Drinks (Stings) Non-carbonated Mineral Water (Evian) BottledWater (Nestle) SportsDrinks (Gatorade) Juices (Fruita-vitals) VitaminWater Non-bottled Beverage
- 8. Pakistan - BeverageIndustry 6,026 4,118 2,658 2,543 2,012 1,700 944 1,000 2,000 3,000 4,000 6,000 5,000 7,000 0 Tea Soft Drinks Juices Milk/Flavored Coffee Bottled Water EnergyDrinks Drinks Tea 29% SoftDrinks 21% Juices 13%Milk/Flavored Drinks 13% Coffee 10% BottledWater 9% EnergyDrinks 5% 13 18 16 13 0 5 10 15 20 25 30 Tea SoftDrinks Juices Milk/Flavored Drinks Coffee Bottled Water Energy Drinks 26 23 21 Tea 10% SoftDrinks 14% Juices 12% Milk/Flavored Drinks 20% Coffee 18% BottledWater 16% EnergyDrinks 10% BI Volume Share Neilson data for 20,000 individuals regarding there daily consumptions of a particular type of Beverages. Data provided by IBL representative BI Value Share PKR Bn
- 9. Beverage Industry Carbonated andMineral only (PKR 130bn)* 8 123 0 120 100 80 60 40 20 140 MineralWater CarbonatedDrink MineralWater 4% CarbonatedSoft Drink 96% Source : http://www.finance.gov.pk/survey_0910.htm, http://blablawriting.com/beverage-industry-in-pakistan-essay l
- 10. Major Players –Pakistan (Carbonated + Mineral) 124 687 0.2 324 - 200 400 600 800 1,000 1,200 1,400 Nestle CocaCola Pepsi Vitamin Water Others Nestle 5% Coca Cola 29% Pepsi 52% VitaminWater 0% Others 14% Nestle 3% CocaCola 30% Pepsi 57% VitaminWater 0% Others 10% Volume Unitsmm 1,225 4 38 0.1 13 - 10 20 30 40 50 60 70 80 Nestle CocaCola Pepsi Vitamin Water Others 74 Source : http://www.finance.gov.pk/survey_0910.htm, http://blablawriting.com/beverage-industry-in-pakistan-essay l Value Share PKR Bn
- 11. Non-carbonated and caffeinefree Provided essential vitamin and minerals Strengths Introduce diet version of Vitamin water Growing trend of the segment globally Youth tend to try new product Opportunities Coca Cola & Pepsi both globally have a vitamin water of their own name Glaceue and Gatorade No occasional relation of the product Treated as medical drink Threats SWOT Analysis Weaknesses Vitamin Provision by other beverages (Tang, Milo) Limited understanding of the product
- 12. Creating Value -Product Actual Benefit: Not Just water, enhanced Flavored Water, Attractive packaging, Stylish Bottle, Impressive labeling, Quality Flavor, Core Benefit: Healthy Hydration, includes 6 essential vitamins to cover basic Needs Augmented Benefit: Provides taste as well as Vitamins and Minerals
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- 15. Segmentation Pakistan Urban 12-38 Female,Male Not relevant Young, single,married, married with children, single parents 25K+ Students, doctors, engineers, managers, officials Any Religion Literate Middle class, upper middles, Upper Class Healthy, professionals, businessmen GeographicSegmentation World region or country Density DemographicSegmentation Age Gender Family size Family life cycle Income Occupation Religion Education Psychographic Segmentation Socialclass Lifestyle Behavioral Segmentation Occasions Benefits User status User rates Loyalty status Readiness stage Not specific Quality, convenience, safe and healthy Potential users, first time users, regular users Daily User and Occasional user None, medium, strong, absolute Unaware, aware, informed, interests, intending to buy
- 16. Targeting • Age group:18+ • Gender: Male and Female • Health conscious individuals • Literate - understand benefits • Intend to shift from CSD’s • Purchasing power parity • Social Economic Class: A & B • Wants consumer to perceive product not just a healthy drink
- 17. Product Differentiation • VitaminWater is a new range of non-caffeine, non- carbonated drinks. • Identified points like thrill and health as possible relation to brand. • With uniqueness of Vitamin Water is its attractive packaging with low-end pricing.
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- 20. Consumer Analysis Yes 45%No 55% Yes 40% No 35% Don't Know 25% Awareness ofProduct Healthy Drink Fair 46% Good 27% Excellent 7% Very Good 7% Poor 13% Overall Brand Rating Energetic 22% Healthy 35% Price 20% Taste 18% Don't Know 5% Selection Criteria Everyday, 3% Oncea month, 38% Never, 30% Thrice a week, 4% Once a week, 25% Frequency Availabili ty 54%Flavor 26% Taste 7% 7% Don't Price Know 6% Aspects to Improve
- 21. Consumer Insights Thefollowing conditions were there on the basis of which we felt that the consumers for this product is variety seeking: They are not much involved in purchase of the brand They perceive high differences among brands The product is not expensive The product is less risky, rather it is nutritional The frequency of purchase of this product is high Consumers may switch between the brands not because of dissatisfaction but just for the sake of variety. Variety seeking behavior Dissonance reducing buying behavior Complex buying behavior Habitual buying behavior High involvement Few differences between brands Low involvement Significant differences between brands
- 22. Perceptual Mapping CarbonatedDrinks EnergyDrinks Fruit Juices VitaminWater MineralWater BeverageMarket r W at e ea lt hy H Availability Healt hy Wat er Availability Wide Choice Falvor ed Water
- 23. Brand Positioning Brand PositioningGrid Target Market Male and Female 18+ Comparator unique taste for all Functional Differentiator Improves physical endurance Perceived Emotional Benefit Enhances well being Reason to Believe Detoxifier Crystallised Product Promise Revitalizes body & mind Positioning Statement AQUIVITA-A refreshing drink with unique taste that detoxifies body, improves metabolism and enhances well being of health conscious and physically active individuals, provides energy and revitalizes body & mind.
- 25. Brand elements – Memorablity •Simple • Ease of pronunciation and spelling – Meaningfulness • Easy to understand • Expressions used by a particular group of people – Likability • Friendly, precise – Transferability • New category – Adaptable • By changing tagline Name: AQUIVITA URL: www.aquivitapakistan.com
- 26. Brand elements • Logos •Slogan: – Memorability • Simple • Local language – Meaningfulness • Health related • taste – Likability • Sophisticated • Persuasive – Transferability • New category – Protectability “VITAMINS KA BOOST - FLAVORS KA BURST”
- 27. • PRODUCT DESIGN (PACKAGING): –Memorability • Simple • Easy to carry – Meaningfulness • Flavored packaging – Likability • Classy packaging Brand elements
- 29. BRAND IMAGE • QUALITY •TASTE • HEALTH • POWER • FRESHNESS • DETOXIFIER WHY?? • Building a strong and positive image of the brand. •Increased sales and revenues. •Confidence to the customers •Promoting AQUIVITA through various famous personalities •Brand Extension & Sub brand.
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- 32. P • Competitive basedpricing • Rs. 35 for 350 ml • Rs. 50 for 500 ml • Gives maximum revenue Price • Niche markets • Metro Cities • A-class outlets & General stores • MALLS Place Promotion • College/universities Campaign • ATL & BTL ACTIVITIES • Social Media (Facebook) Marketing Mix Product • Caffeine-free • Non carbonated • Healthy hydration • Fruity flavors P P P
- 33. Marketing mix • Promotion –Trade shows – Advertising • TV • Radio • Newspaper • Magazines • Out of home • Alternative advertising (Airport branding)
- 34. Marketing mix • Buzzmarketing (idea) – Free trial campaign • Universities/college • 100,0 people • Free gifting – Placement in movies and TV programs – Present to celebrities – Co-branding – Fitness Trial Placement blogs Experience Popular Word of mouth Facebook Twitter My space YouTube
- 35. Marketing mix • Socialnetworking site “Writing your opinion campaign” with “Posting your video who you met campaign” • Face book • YouTube • Twitter • MySpace Winner gets- “DUBAI TRIP” Insert campaign information & Advertising Experience Sign up Facebook YouTube Twitter MySpace Wordof mouth
- 36. Communication Mix Advertising Sales Promotion PublicRelationsPersonal Selling Direct Marketing Print & Broadcast Ads School/College campaigns Social Media Facebook Sales Representative Plan to do SMS marketing Packaging Outer Sampling Company magazine Sales meetings Poster & Leaflets Shops and key outlet Events Incentive programs Billboards Annual reports Samples POP display Fairs and trade shows TV Commercials Radio Ads
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