1. Why People Drink Vitaminwater Research interview was conducted among 50 VitaminWater consumers. It was concluded that VitaminWater drinkers enjoy the product. –The taste is not too overpowering like a Gatorade, and still tastes more like a juice not an athletic drink. –Each VitaminWater drink is designed to provide an array of benefits. –Colorful and informative labels “arm” costumers with knowledge; this allows the consumer to know what the beverage is doing for them. They feel empowered, because they are in control of their consumption. –"Healthy" nature of VitaminWater results in less guilt because, "Well I know it's better for me than soda”. VitaminWater is a great substitute for those who want a little bit of taste, but not necessarily the sugar and caffeine of carbonated drinks. –The Packaging is appealing. It is plain and simple, and the vibrant colors of the beverage stand out. –Consumers were drawn by endorsements, "I started buying VitaminWater because of partnerships and advertisements”.

2. Why they Don’t Drink Vitaminwater However, there are consumers that do not drink VitaminWater for various reasons. Some never heard of it These costumers tended to be older.  Perception of, “I already take vitamins...and I drink water”.  Some customers believe that VitaminWater is not healthy (drinks have high sugar content).  However, many are unaware of the lesser calorie VitaminWater 10 and 0.

3. Rationale China Based on consumer research, we decided to focus our initial efforts on five flavors (orange, kiwi-strawberry, honey green- tea, lemonade and grape) which we believe are the most popular among the Chinese consumers. We will also market to health conscious costumers with a line of low calorie beverages, VitaminWater 10 and VitaminWater 0. United States Our marketing strategy will focus on the promotion of all (fifteen different flavors) drinks that are currently available on the market. In addition, due to the current health surge in United States, a line of low calorie drinks, VitaminWater 10 and VitaminWater 0 will be included in our marketing efforts.