WHAT IS VITAMINWATER?

• Combined distilled water with vitamins, herbs and flavors

• Vitaminwater ZERO: naturally sweetened 10 calorie alternative

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.

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, internet, print media and billboards

• PLACE : Grocery stores, gas stations, vending machines, supermarkets

CURRENT TARGET MARKET

• Young “hip” consumers• Generation Y, Generation Next, Echo

Boomers:– Birthdates ranges from 1970’s 2000’s

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

S.W.O.T ANYALSISStrengths• Owned by Coca-

Cola• Successful

Marketing Techniques

• Financially Stable• Knows their

Customer• Celebrity

Endorsements• Trends • Established

Weaknesses:• Narrow target

market• Brand not old

enough to have “long term loyal customers”

Opportunity:• Expansion• Population is

growing and living longer

• Target towards an older more mature generation

Threats:• Competitive

Brands• Price• Negative thought

on nutrition

Taste

Health Conscious

Low

C

ost

Hig

h

Cost

NEW PROMOTIONAL TATICS

• ADD to current target market• Target a different market– “Baby Boomers”• 2 TRILLION OF SPENDING

POWER

– Generation X

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”

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

NEW PROMOTION STRATIGIES

• New Slogan• Packaging • Magazine Ads • TV Commercials• Billboard Ads• Action against Hunger

NEW COMPANY SLOGAN

HYDRATION FOR EVERY GENERATION

NEW PACKAGING

• 3 types of packaging– New larger bottle, same size bottle, Vitamin

Water Pouch– Same labeling, “Hydration for every

generation” added

MAGAZINE ADS

BILLBOARD

TV COMMERICAL

PRINT AD & BILLBOARD

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

EVALUATION: PRETESTING

• Online survey:– Distributed through Facebook, with

incentive for a free bottle of Vitaminwater after taken.

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:

EVALUATION: PRETESTING

• Consumer Jury50-100 people are selected to be interviewed. (Choosing people primarily within our new target market is ideal) Interviewed about sample advertisements and their preferences.

• 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 CopperplateTimes Impact Edwardian

EVALUATION: POSTTESTING

• Hiring a media research company such as Simmons Market Research Bureau

SMRB offers information covering:1. Usage and consumption patterns2. Where sales are the lowest on many scales

Ex: Geographically3. They also show how different companies have fixed problems in the past.

QUIZ!

QUESTION ONE

1. WHO INVENTED VITAMINWATER?A. SMARTWATERB. DARIUS BIKOFFC. COCA-COLAD. ENERGY BRANDS

QUESTION TWO

2. WHO CURRENTLY OWNS VITAMINWATER?A. ENERGY BRANDSB. SMARTWATERC. VITAMINWATERD. COCA-COLA

QUESTION THREE

3. WHO IS VITAMINWATER’S CURRENT TARGET MARKET?1. GENERATION Y2. GENERATION X3. BABY BOOMERS4. EVERYBODY

QUESTION FOUR

4. WHAT SLOGAN IS USED FOR THE NEW PROMOTIONAL STRATGEY?1. HYDRATION FOR EVERY OCCASION 2. HYDRATION HYDRATION HYDRATION3. HYDRATION FOR EVERY GENERATION4. HYDRATION… IT WORKS

REFERENCES• http://www.sassfrosh.com/img/vitaminwater-try-it-jpeg.jpg• http://www.google.com/imgres?

q=vitaminwater&um=1&hl=en&client=safari&sa=N&rls=en&biw=1064&bih=599&tbm=isch&tbnid=scaw81F_uuvroM:&imgrefurl=http://www.savingwithshellie.com/bogo-vitamin-water-coupon/&docid=VeLHZ7f8MuAWmM&imgurl=http://www.savingwithshellie.com/wp-content/uploads/2011/01/Vitaminwater.jpg&w=2303&h=827&ei=zojVTv6rG6T1sQKh8rGnDw&zoom=1&iact=hc&vpx=342&vpy=208&dur=103&hovh=134&hovw=375&tx=169&ty=90&sig=100633682074128001612&page=1&tbnh=51&tbnw=143&start=0&ndsp=18&ved=1t:429,r:2,s:0

• http://salmankhan7.files.wordpress.com/2008/07/coca-cola_logo5.jp

• http://www.sobabyboomer.com/2011/01/boomers-have-2-trillion-of-spending-power.html