Vitamin Water Marketing Plan

2. M.ALI JEHANGIR
DANIYAL AHMED
RIAZ LAKHANI
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 Vitamin Water?
• 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
Islamic Republic 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
Bottled Beverage
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 - Beverage Industry
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 and Mineral 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 caffeine free 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

13. Market Geographic

14. Market Demographics

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
• Vitamin Water 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.

18. Key
Competitors
Direct
In-direct
Generic
Budget

19. Consumer Insight

20. Consumer Analysis
Yes
45%No
55%
Yes
40%
No
35%
Don't
Know
25%
Awareness of Product 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
 The following 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
Beverage Market
r
W
at
e
ea
lt
hy
H
Availability
Healt
hy
Wat
er
Availability
Wide Choice
Falvor
ed
Water

23. Brand Positioning
Brand Positioning Grid
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.

30. BRAND PERSONALITY

32. P
• Competitive based pricing
• 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
• Buzz marketing (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
• Social networking 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
PublicRelations Personal 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

37. THANK YOU 