The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
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1.
2. WHAT IS VITAMINWATER?
• Combined distilled water with
vitamins, herbs and flavors
• Vitaminwater ZERO: naturally sweetened
10 calorie alternative
3. COMPANY HISTORY:
• 1996: J Darius Bikoff founded
Energy Brands
• Energy Brands also known as
Glaceau privately owned
subsidiary of Coca-Cola
• 2007: Bikoff agreed to sell to Coca-
Cola for 1.4 billion.
• Bikoff still manages vitaminwater
with a agreement.
4. THE 4 P’S
• PRODUCT : Vitamin enhanced fruit water
• PRICE : ranging around $2 for a 20oz
bottle
• PROMOTION : Sponsorship
deals, events, word of
mouth, cinema, commercials, radio, intern
et, print media and billboards
• PLACE : Grocery stores, gas
stations, vending machines, supermarkets
5. CURRENT TARGET MARKET
• Young “hip” consumers
• Generation Y, Generation Next, Echo
Boomers:
– Birthdates ranges from 1970’s 2000’s
6. CURRENT PROMOTIONAL
STRATEGY
• “Hydration for every Occasion”
• Targeted towards a younger generation
• Teens/20 something's
• Party goers, college kids
• Bright, Electrifying colors
• “Uncapped”
• Events for local Artists, Fashion Designers, action
sports, musicians
• Dallas Fashion Event
• Catchy Advertisements
• “Hangover” commercial
• Celebrity Endorsements/Flavors
• 50 Cent
• Kelly Clarkson
7. S.W.O.T ANYALSIS
Strengths Weaknesses:
• Owned by Coca-Cola • Narrow target
• Successful Marketing market
Techniques • Brand not old
• Financially Stable enough to have
• Knows their “long term loyal
Customer customers”
• Celebrity
Endorsements
• Trends
• Established
Opportunity: Threats:
• Expansion • Competitive Brands
• Population is growing • Price
and living longer • Negative thought on
• Target towards an nutrition
older more mature
generation
9. NEW PROMOTIONAL TATICS
• ADD to current target market
• Target a different market
– “Baby Boomers”
• 2 TRILLION OF SPENDING
POWER
– Generation X
10. NEW CHANGES
• Expand the target market to a more mature
segment within the marketplace.
– New packaging
– Additional celebrity endorsements
• Betty White & Oprah
– Collaboration with existing endorsements
– Emphasize on young parents, active
adults, businessmen & women
• Catchy phrases
– “Super Mom”
– “Your personal assistant”
11. LOGISTICS OF NEW
PROMOTION STRATEGIES
• Changing the packaging means changing
the logistics of certain products
– Routing the products targeted towards
parents to grocery stores and local markets
• Mothers, fathers and business men and women
– Routing the bottles targeted towards the
mature athlete to fitness centers and country
clubs
• Golfers, tennis players and socialites
– VitaminWater Zero
12. NEW PROMOTION
STRATIGIES
• New Slogan
• Packaging
• Magazine Ads
• TV Commercials
• Billboard Ads
• Action against Hunger
14. NEW PACKAGING
• 3 types of packaging
– New larger bottle, same size bottle, Vitamin Water
Pouch
– Same labeling, “Hydration for every generation”
added
15. MAGAZINE ADS
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VitaminWater VitaminWater
Hydration for every generation Hydration for every generation
19. ACTION AGAINST HUNGER
•Vitamin water gives back
• More community service
efforts
• 10% of each sale goes to
charity
• Partner with Action Against
Hunger
• Non-profit organization that focuses on
malnutrition
• Emphasizes on mothers as well as
children
• Raise awareness by posting on
packaging and print ads
20. EVALUATION: PRETESTING
• Online survey:
– Distributed through Facebook, with incentive
for a free bottle of Vitaminwater after taken.
21. EVALUATION: PRETESTING
1. In which age group do you belong to?
13-18 19-25 26-35 36-45 46-55 55 &
older
2. How often do you drink each of the
following beverages:
22. EVALUATION: PRETESTING
• Consumer Jury
50-100 people are selected to be
interviewed. (Choosing people primarily
within our new target market is ideal)
Interviewed about sample advertisements
and their preferences.
23. • Which of the following celebrities would
you most like to see in a VitaminWater
advertisement?
• Which font type is the most appealing to
you?
Comic Sans Gothic Copperplate
Times Impact Edwardian
24. EVALUATION: POSTTESTING
• Hiring a media research company such as
Simmons Market Research Bureau
SMRB offers information covering:
1. Usage and consumption patterns
2. Where sales are the lowest on many
scales
Ex: Geographically
3. They also show how different companies
have fixed problems in the past.
25.
26. QUESTION ONE
1. WHO INVENTED VITAMINWATER?
A. SMARTWATER
B. DARIUS BIKOFF
C. COCA-COLA
D. ENERGY BRANDS
27. QUESTION TWO
2. WHO CURRENTLY OWNS
VITAMINWATER?
A. ENERGY BRANDS
B. SMARTWATER
C. VITAMINWATER
D. COCA-COLA
28. QUESTION THREE
3. WHO IS VITAMINWATER’S CURRENT
TARGET MARKET?
1. GENERATION Y
2. GENERATION X
3. BABY BOOMERS
4. EVERYBODY
29. QUESTION FOUR
4. WHAT SLOGAN IS USED FOR THE
NEW PROMOTIONAL STRATGEY?
1. HYDRATION FOR EVERY OCCASION
2. HYDRATION HYDRATION
HYDRATION
3. HYDRATION FOR EVERY
GENERATION
4. HYDRATION… IT WORKS
