3Executive SummaryVitaminwater is a ready-to-drink, brand of stylish, bright, cheerful, and humorous beverages. This powerful brand has many marketing strengths, particularly strong brand positioning where it targets a large demographic. The highest use is among consumers ages 18-34, with the emphasis on the younger age bracket. The consumers select Vitaminwater just as they select popular brands of clothing. They perceive these drinks as a hip, cool, trendy, and as a lifestyle beverage. VitaminWater engages in local and mass promotional activities, which are fun and catchy to correspond with the overall image of the product. It is marketed and sold in various locations and very easy to find! VitaminWater provides benefits, both in terms of real and perceived value. The objective of this marketing plan is to introduce, promote and capture greater market share by VitaminWater, in both China and the United States in the functional beverage market*.* The U.S. campaign will target over-50 demographic market, males and females who are currently neglected in terms of advertising. In The U.S. we will focus on the standardization of product marketing. The initial Chinese advertising campaign will target market health conscious consumers (age 18-34) who are looking for value added health drink alternatives. In China we will achieve our marketing objective by adapting our marketing strategy to appeal to local culture. A wealth of media advertising opportunities-direct mail, event advertising, internet, print, public relations, sales promotions and TV commercials will be utilized to achieve said marketing goals.
4Background Statement The History of Vitaminwater Energy Brands also known as Glaceau is based in Whitestone, New York City. Founded in May, 1996 by Darius Bikoff.Privately owned subsidiary of Coca Cola since June, 2007.Manufacturer of flavored beverages: VitaminWater, SmartWater, VitaminEnergy and FruitWater.Initially distributed its products to health food stores and independent retailers in the New York area.The company expanded to nationwide distribution in the early 2000s.VitaminWater is company's best selling product. It offers thirteen different flavors.Currently, Vitaminwater is a product brand rather than a lifestyle brand.Energy Brands has strong brand positioning.Utilizes fun and innovative marketing strategy.
5Product Analysis: Attributes, Benefits, and Values Low calorie, electrolyte enhancedPacked with nutrientsThirteen different flavors currently offered in the United States.Each beverage has a combination of vitamins (A, B, C, E, Potassium, Zinc, Antioxidants and many more)Lower sodium content than it's main competitor Gatorade Benefits:VitaminWater offers a certain amount of nutrients and sugars that are necessary to re-fuel the body Vitamins that enrich VitaminWater are essential to daily activities/hydrationContains the electrolyte potassium, which minimizes fatigue and cramps while exercisingBolsters the immune system with necessary vitaminsValues:To make the consumer feel trendy, healthy, and energeticGuilt-free alternative beverage to soda and other sports drinks
6Product Analysis: Past Advertising Analysis United States In 2009 Glacéau spent nearly $50 millionon a campaign to promote VitaminWater. Past Advertising:39 “news” vans dubbed Glaceau Tasting Vehicles (GTVs) disperse VitaminWaterIn stores, Glaceau sets up “hydrology booths,”Supporting material (billboards, ads, placards) Usage of celebrity flavorsTV commercials during 2009 and 2010 NCAA college basketball tournament. Facebook page
8United States China SWOT Analysis Strengths Weaknesses U.S. based productTrendyInnovativeNiche MarketLack of reliable researchCultural differencesLocalization vs. Standardization of advertising opportunitiesHard to control distribution of products United StatesStrong brand recognitionCustomer LoyaltyDiversified product baseCelebrity endorsementsSmart advertising - Creative labeling and printsEasy marketability Predictable trendsWell known competitors and conglomeratesLow variabilityLack of foresight to advertise to a large over 50 demographicActual sugar content and serving size per bottle is a concern for many consumers.A few very large corporations control the industryHigh barriers of entryStrengthsWeaknesses
9SWOT Analysis China United States Opportunities: Threats: Ability to utilize VitaminWater's relationship with Coca-Cola to leverage strong brand name to generate revenuesImproving living standard and urbanization of China citiesGrowing trend for the Chinese to dine outLow entry barriersChinese beverage sector is on the riseBeverage market is attractive to venture capitalistsBeverage market is far from being saturated Threats:Government laws and regulationsIntense competitionGlobal economic slowdownCultural differencesUncertain advertising marketPolitical riskCorruptionUnited StatesOpportunities:Target mature consumers-baby boomers (over 50 demographic)Robust Coca-Cola's distribution channelsIncreasing health consciousness would increase demand for the company’s low calorie productsGrowing Hispanic population in USBroadening portfolio of products to help penetrate into new marketsPositive outlook for functional drinks marketThreats:Intense competitionVolatile economy could impact sales of the company’s products
10Marketing Objectives and Rationales Financials China Sales GoalsGenerate sales of $300M for first year 10% increase for successive yearsUnited StatesSales Goals:Generate sales of $1B5% increase for successive years
11Marketing Objectives and Rationales Marketing Goals ChinaUnited States