2014-2015 American Marketing Association
Collegiate Case Competition
Table of Contents
Executive Summary…………………………………………….…………………………
2
Introduction ………………………………………………………………………………..
3
Situation Analysis………………………………………………………………………….
3
5C-analysis………………………………………………………………………..
Company …………………………………………………………………
Customer………………………………………………………………….
Competitor…………………………………………………………………
Collaborator……………………………………………………………….
Climate…………………………………………………………………….
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3
4
4
6
6
SWOT-Analysis……………………………………………………………………………
7
Market Research…………………………………………………………………………..
8
Target Market ………………………………………………………………………………
9
Positioning ………………………………………………………………………………….
Brand Positioning………………………………………………………………….
Rebranding…………………………………………………………………………
Price Point Reduction……………………………………………………………..
9
9
10
10
Positioning Strategy……………………………………………………………………… .
10
Marketing strategy………………………………………………………………………….
Product ………………………………………………………………………………
Price………………………………………………………………………………….
Promotion……………………………………………………………………………
Place …………………………………………………………………………………
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10
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14
Goals and Objectives ……………………………………………………………………….
14
Integrated Marketing Communications…………………………………………………….
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Measurement and Evaluation………………………………………………………………
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Budget…………………………………………………………………………………………
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Conclusion ……………………………………………………………………………………
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References…………………………………………………………………………………….
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Appendices……………………………………………………………………………………
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1
Executive Summary
This report provides an in-depth analysis and evaluation of the current and prospective
profitability for vitaminwater. This report’s methodology consisted of analyzing vitaminwater’s
current market condition, competitive and macro situation analysis as well as diving into issues
vitaminwater currently faces.
This report identifies a new target market for vitaminwater, new points of sale for the
products they currently carry and a rebranding proposition for their products.
Additionally, this report details the areas in which vitaminwater can leverage its position to
become a major industry player and market leader in the flavor-enhanced water beverage
category. vitaminwater has not gained the market share it deserves because it is not being sold
in the locations where its potential consumers are shopping. vitaminwater is currently sold in
grocery stores and Walmart. We believe to gain access to the wide range of potential buyers,
vitaminwater has to make its products more accessible to the 18-24 year old target market. The
research in this report draws consideration from vitaminwater’s current distribution network with
Coca Cola and how we can increase the number of potential points of sale through their
distribution channels.
By conducting a survey involving a random selection across all age demographics, it was
discovered that consumers value the taste and price of a product. vitaminwater has the
potential to highlight both of these values, which are important to the target group of 18-24 year
olds who purchase the drink in single units. By lowering the price by 15%, it will become more
competitive among this market.
Based on the findings of the survey, it is believed that this target market would respond well to
the slogan and the overall campaign theme, “water with purpose.” The product will be
rebranded, in regards to its visual appeal and names of flavors. Simplifying packaging, labeling,
and flavor names will allow customers to distinguish vitaminwater from its competitors while
easily identifying the flavors and purpose of the products.
Some of the marketing goals and objectives for the water with purpose campaign are:
• improve vitaminwater’s brand relevance
• avoid alienating the brand’s 30 -39 year old loyalists
• increase positive brand awareness for vitaminwater
• gain and maintain customer loyalty
• continue to direct vitaminwater’s value proposition of serving enhanced water for “off
the court” hydration needs
The promotions for vitaminwater will be done through a variety of channels such as television,
print, event sponsorship, and social media. Several creative recommendations can be found in
the appendices. Social media will be a crucial aspect of the marketing strategy as this medium
reaches the target market effectively.
2
Introduction
vitaminwater, founded by Glacéau, entered the flavored water market in 2000. It saw a steady
increase in sales until it was sold to The Coca-Cola Company in 2008. While the brand has tried
to implement a marketing strategy to create product awareness, its sales have seen a steady
decline since 2010. The decline in sales is believed to be a result of decreasing numbers among
the younger consumers. The brand must reinvent itself to gain back the interest and purchasing
power from the young demographic, specifically 18-24 year olds who reach for flavored
beverages in their active lifestyles. However, this must be done without alienating
vitaminwater’s 30-39 year old loyalists who provide a steady source of customer sales.
When reinventing the marketing strategy for vitaminwater, it is important to have a separate
identity from other Coca-Cola brand beverages. Since vitaminwater is identified to serve “nonsweat inducing hydration needs,” there should be great care taken to avoid distinguishing the
brand as a sports drink beverage. In 2010, vitaminwater faced a lawsuit by a number of U.S.
consumers stating that the brand is marketed as a healthy drink when in reality it fails to meet
this standard because of its high sugar content per serving. According to the lawsuit,
vitaminwater overstated the nutritional content of the product by putting heavy emphasis on the
vitamins in the drink.
Overall, vitaminwater needs to rethink its marketing strategy to attract purchases from the
younger demographic without alienating their older loyalist consumers. The brand must also
define its own market that is separate from other beverages and avoid false claims in
advertising within this category.
Situation Analysis
5C-Analysis
Company
Glaceau vitaminwater is a company that prides itself on innovation and has bred a culture as
the organization that encourages creativity within itself. Under the ownership of the Coca-Cola
Company, vitaminwater maintains the mission: “To refresh the world - in mind, body and spirit”,
and ensures success in its mission by creating a set of goals under the vision of: profit, people,
portfolio, partners, planet, and productivity. With a strong market share and fantastic brand
position under Coca-Cola, vitaminwater has an opportunity to grab a foothold within a younger
demographic market that has previously been largely unavailable to the company.
Between 2009 and the second quarter of 2014, vitaminwater has seen sales drop from $
1,016,626,320 to $ 337,226,771. A total of $679,399,549.00 or 66.83% loss in sales. To get a
better idea of sales by using a full financial year (2013) the sales have dropped 28.85%.
3
Customer
Gender and Age
More and more people are abandoning soda for flavor-enhanced water beverages, and these
beverages as a whole have seen a huge upshot in growth. In 2004, all flavored waters
accounted for just $170 million in sales. By 2012, the industry became highly segmented, but
vitamin and mineral-enhanced water beverages alone accounted for $1.48 billion in sales. This
huge upswing was fueled by consumers trying to eliminate unhealthy beverages from their diets
by switching to lower-calorie alternatives, which is more commonly found in the flavored water
category than in the soda/soft drink category. White-collar office professionals switching up their
beverage selection at work, and schools opting to serve less soda and more water perpetuated
the growth. The growth in the industry was thus far-reaching, and was seen in men and women
over a large number of age groups.
The first demographic to become more prevalent consumers were young adults between the
ages of 16 and 30. Glaceau and Sobe came to the forefront in the early to mid-2000s, and their
brands of enhanced water beverages resonated well with late Gen-Xers and early Millenials.
vitaminwater has retained that demographic for ten years with the help of adding Vitamin Water
Zero to their lineup. This longstanding customer loyalty has been good for the bottom line as 3544 year olds have the largest purchasing power in the enhanced water market.
Where vitaminwater has struggled in capturing the later-Millennial market as they begin to
make purchasing decisions for themselves. Healthy and natural are common interests shared
by today’s young adults aged 18-24, and many in this age group do not perceive vitaminwater
to have the health benefits that the previous generations assumed it contained. In our survey,
around 54% of people aged 18-24 believed a typical bottle of vitaminwater to contain less than
100 calories vs. 68% of those aged 25 and up.
Race
The Hispanic community drinks sports drinks and flavor-enhanced water beverages far more
often than other ethnicities. Over 55% of Hispanics are regular consumers of a sports drink or
flavor-enhanced water beverage such as vitaminwater. Hispanics account for 16% of the
United States population with $1.3 trillion in purchasing power. The African American
community buys the most bottled water and is more likely to purchase water at a retail store.
Competitor
vitaminwater classifies itself under the “enhanced water” category, directly competing with
SoBe and Propel, but competition ranges much wider than the enhanced water category alone.
Newcomers such as Sparkling Ice by Talking Rain, and Aquafina Flavorsplash also compete for
share of stomach, as well as classic “hydrating beverage” staples, mainly Gatorade.
vitaminwater must differentiate itself enough from these competitors to increase its recognition
without narrowing the demographic it wants to appeal to. Below, the major vitaminwater
competitors are briefly outlined and provided are some ideas as to how to differentiate from
these competitors.
Sparkling Ice
This brand of sparkling flavored waters has been around since 1993, but only over the past four
years has it become such a powerhouse in the sparkling beverage industry. In 2014, sales are
forecasted to reach nearly half a billion dollars. The brand focused on its bold lineup of flavors
and its unique packaging, which it attributes most of its success. Although Sparkling Ice is not a
4
direct competitor of vitaminwater due to its carbonated qualities, capitalizing on the zero-calorie
beverage trend that bloomed at the turn of the decade. The fact that Sparkling Ice is a zerocalorie beverage resonates well with those who drink it, as many are part of an increasing
consumer shift towards drinks with low or no calories. The brand has recently launched spin-off
products like sparkling lemonade and sparkling tea flavors.
Propel
Propel entered the market in 2000 and has been evolving ever since. It is a zero-calorie flavored
water without color. The brand, owned by PepsiCo, touts itself as “the workout water.” It comes
in eight artificially-flavored bottles, has an offshoot droplet, and dissolvable powder product
lines. This is another zero-calorie beverage that competes directly with vitaminwater, especially
vitaminwater Zero.
Propel has a unique position in the market as it is not considered a sports drink, but it is
marketed as a non-sporting event fitness drink for things like running and workouts. It touts its
vitamin enhancement and light, natural tasting flavors. This would be a difficult brand to pull
customers away from with vitaminwater, or even vitaminwater Zero, as it has a specific
purpose, which is fitness. Additionally, the drinks have little “attitude” as a brand image and are
very to the point as a flavored, zero-calorie fitness water. The flavors are generic fruit flavors
and are not as bold tasting as Lifewater, Sparkling Ice, or vitaminwater. Further, the target
demographic for these beverages is adults 35 and over.
SoBe LifeWater
Our main competitor entered the market in 1996 and was acquired by PepsiCo in 2001. The
brand is geared heavily towards millennials, highlighting its namesake “South Beach” lifestyle.
The brand has recently introduced coconut water-infused flavors, and now all Lifewater
beverages fall between 0 to 100 calories per bottle. After being bought out by PepsiCo, sales
declined and the target demographic, millennials, began turning away from the brand. Pepsi
recruited top marketer Tom Silk, who had marketed products from Pine Sol to Guitar Hero to
Call of Duty, to conduct Lifewater’s rebrand in 2009. The effort produced a newly molded bottle
with its iconic lizard wrapped around the packaging. Sobe increased their web presence by
using a young actress in its web campaign as well as encouraged customers to get involved
online, using what resonated with the online presence as a base for television advertising. They
also slashed their prices four cents across its different unit sizes, vying for an uptick in
purchases at places like Target. Anticipating consumer shifts amidst heightened reports on the
obesity crisis, they launched zero-calorie versions of Lifewater before vitaminwater Zero ever
hit the shelves. A year after the rebrand, Lifewater’s sales were up 85% from the year before,
especially impressive considering bottled water beverages were down 5% as a whole. At the
same time, vitaminwater hiked prices by 4 cents and slipped from a market share of 14% of the
bottled water industry to 11.4%.
It is worth noting the successful measures PepsiCo took to revitalize their ailing flavor-enhanced
water brand. They responded to consumer wants such as lower prices and lower calorie
options, and they made efficient use of their advertising budget by creating web-based buzz that
they used as a test market for their TV spots. While vitaminwater still holds 62% of the flavorenhanced water beverage category, a holistic re-branding technique that solidifies brand image
and positioning may be what vitaminwater needs to reverse a declining sales trend.
5
Collaborator
The retailers for vitaminwater are listed in the table below:
% Of total volume
All Measured Channels
Walmart
Mass x Walmart
Grocery stores
Convenience stores
Drugstores
All Other
100%
10%
8%
37%
32%
5%
8%
vitaminwater Total Market
% Of total dollar
sales
100%
7%
6%
32%
44%
6%
5%
% Of Total Volume
vitaminwater Base
68%
vitaminwater ZERO
32%
A couple of other collaborators are spokespeople for the brand. In 2004, vitaminwater CEO
Darius Bikoff brought on rapper 50 Cent as a spokesperson for the brand. After huge growth,
vitaminwater was acquired by Coca Cola in 2008 for $4.2 billion. With the help of Coke’s
extensive distribution channels, vitaminwater is now accessible throughout the entire country.
Currently, Kevin Hart is the main spokesman for vitaminwater. Crispin Porter +Bogusky is the
ad agency that collaborated with vitaminwater to create the ‘’You’re Up’’ campaign.
Climate
Legal environment
vitaminwater, which is owned by Coca-Cola, had a lawsuit filed against them in January of
2009. It is a multi-litigation suit from several different states. It was just recently consolidated in
Ohio and a final hearing will be held in December, after opposition to a proposed settlement of
$1.2 million dollars was filed in October of 2014. The lawsuit alleged deceptive labeling and
plaintiffs are seeking more transparent labeling in terms of calorie and nutritional content, as
well as the removal of claims that allude to the beverage’s “healthfulness”.
Social and Cultural Environment
Many different trends are arising because of the abundant information that is available to people
today. Consumers are becoming more conscious of their health and want a company that is as
transparent as possible. Social environment such as conditions and communities overlap with
the physical environment of individuals’ health. Social responsibility relates to the ethical
consideration of a company, economy, and larger society. A company without ethical
consideration can be considered less trustworthy.
Technological environment
Advances in the beverage sector include packaging and distribution. The American Beverage
Association strives for recyclability and labeling for proper waste management. Many
companies have, reduced the amount of plastic used in packaging and have promoted the
concept to reuse plastic containers.
6
S.W.O.T Analysis
Strengths
vitaminwater’s strengths are the internal advantages the company has over its competitors. A
major strength for vitaminwater is its large market share at 62%. The next strength is
collaboration with Coca-Cola. vitaminwater has the ability to make use of distribution channels,
allocated funds, and brand positioning from Coca-Cola. Another strength is vitaminwater’s
innovation. vitaminwater has been known to introduce new product lines to respond to
consumer needs, such as the recent introduction of the vitaminwater energy drink product line.
vitaminwater’s vision, as outlined in the company analysis, is a major strength. Consumers
value companies that keep their community in mind and participate in Corporate Social
Responsibility. A large product portfolio is both important for a company, and for its customers.
If a customer has a large line of products to choose from, every customer can be satisfied. Also,
the increasing importance of the planet is mirrored in the vision of vitaminwater, and it shows
that vitaminwater thinks about influences production might have on the planet (although there
are inconsistencies regarding this point, see Threats).
Weaknesses
The first major weakness of vitaminwater is its narrow advertising strategy. Although
vitaminwater currently has a good advertising strategy that appeals to its target market and
gives it a large market share, it does a poor job in reaching the market of consumers aged 50
and over. While these consumers could be a profitable market, it is not the goal of vitaminwater
to target this demographic at this time. New advertising is outlined in the IMC to address the
preferred target demographic of 18-24 year olds. Another weakness is that many consumers
consider vitaminwater an expensive product compared to its competitors. If vitaminwater is
perceived as overpriced, consumers may be deterred from buying the product. This weakness
will be addressed in the Price Analysis. Another primary weakness is the high sugar content.
Today’s consumer tends to be more health conscious and more informed on the effects of
various products on their health. If a consumer perceives vitaminwater to be unhealthy because
of its sugar content they may turn to other products to fulfill their hydration needs.
Opportunities
Opportunities are the qualities of an external environment that vitaminwater can exploit. One
opportunity for vitaminwater is the consumer’s pursuit of a healthy lifestyle. Recently there has
been an increase in the number of people that are trying to live a healthier lifestyle. Todays fast
pace lifestyle create more of a demand for people looking for convenience while trying to
maintain an active and health conscious routine. vitaminwater can exploit this need for
convenience and still be perceived as a healthier option over more sugary sodas and energy
drinks Another opportunity is the growth of the beverage market. Many different markets in the
US are growing because of an increasing population size. Purchasing power of younger
demographics has increased vastly over the last several years. If vitaminwater is focused on
reaching the younger age demographic from 18-24 then their purchasing power can be
exploited. Another opportunity is the declining demand for soda and sugary drinks. Over the last
several years, some states have banned the consumption of sodas in several schools, and
sodas in certain quantities from certain retailers. vitaminwater is considerably healthier than
sodas, even ‘light or diet sodas’, and vitaminwater could be a good substitute for these
suppliers.
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Threats
Consumers pursuit of a healthy lifestyle can be a threat as well as an opportunity. If
vitaminwater has perceived high sugar content and consequently is viewed as unhealthy then
consumer interest can decline. Consumers trying to live a healthier lifestyle might purchase
plain water or other lower sugar and lower calorie options. vitaminwater’s Zero product line can
address this issue through promotion of its zero calories. Another threat is the availability of
substitute products. There are several substitute products that people can consume that are
healthier or easier to consume than vitaminwater, such as vitamin pills and other supplements
that contain high levels of nutrients. A new promotion strategy pushing the purpose of the
included vitamins and not the benefits guaranteed to the consumers can address this issue,
without deviating too far from vitaminwater’s current goals and mission Another major threat to
vitaminwater is an increase in consumer’s environmental awareness and consumers want to
“go green.” Consumers value companies with strong corporate social responsibility (CSR)
programs and some will deviate from buying plastic products. vitaminwater can address these
concerns through a launch of a CSR initiative geared towards greener practices such as
recycling. (Appendix 1)
Market Research
A 27-question research survey was conducted to determine the attitude different demographics
had towards flavor-enhanced water beverages and vitaminwater in terms of health benefit,
taste, and customer awareness of the product. A total of 260 responded, and an attempt was
made to involve as great of a variety of people in age, gender, and race as possible. Below are
some of the most relevant findings from the results of the survey. (See Appendix 2)
Purchasing Decision
By far the two most important qualifiers in the decision of a customer who purchases flavorenhanced water beverages are flavor (82.11%) of flavor-enhanced water beverage drinkers and
price (60.93%). Calories were also a prominent factor in a female purchaser’s decision (47%).
The least prominent and conscious factor in the decision making process was packaging
(6.62%).
Health of Beverage
While only 40.72% of respondents answered “agree” or “strongly agree” to the statement: “It is
important to me that flavor-enhanced water beverages have health benefits,” a noticeable few
more answered the same for the statement: “It is important that flavor-enhanced water
beverages be zero or low calories” and “It is important that flavor-enhanced water beverages
have zero or low sugar” (54.09% and 59.55% respectively). 60.18% of respondents believed the
average 20oz bottle of vitaminwater to have 99 or fewer calories. The fact that only 40% of
people believe the calorie content to be higher than 100, when in actuality it is 120 calories.
Beverage Purpose
While most people are aware of the existence of vitaminwater, consumers are not as aware of
selection, nor are they aware of what the product is even made for. Overwhelmingly,
respondents cited “greater awareness of the drink’s purpose” as the best way for vitaminwater
to become more desirable to the average consumer. 46.9% of respondents cited purpose as the
biggest desirability factor, much more resounding than any of the other seven options (The next
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largest response was the 16.5% of respondents claiming “nothing could make vitaminwater
more desirable”). This sentiment was reinforced when only 34.1% of respondents disagreed that
a greater awareness of flavors would increase vitaminwater purchases.
Target Market
The target market for vitaminwater is men and women between the ages of 18-24 years old
who purchase single units of the beverage at a time. The loyal customer base that formed in the
early part of vitaminwater’s popularity over ten years ago fell primarily in that college-age range
and often bought their vitaminwater at places like convenience stores and campus vending
machines on a single-unit basis, but today the largest purchaser is the 30-39 age group. These
consumers, many once a part of the loyal fan base that vitaminwater built in the early 2000’s
that have since grown up, now tend to shop in traditional-style supermarkets where they can
pick up a case of vitaminwater instead of just individual units. While these individuals may be
purchasing more units of the beverage than they used to, they are also purchasing the drinks for
a much lower unit price than when they bought them at convenience stores. The 30-39 year
olds that are purchasing higher volumes of vitaminwater tend to live in suburban areas in
households containing three or more people. This means that children in these households are
growing up with vitaminwater.
The objective is to regain the 18-24 year old demographic while still being mindful that 30-39
year olds are vitaminwater’s largest purchasing demographic. Being mindful of this loyal
customer base will help prevent them from feeling alienated by a new marketing strategy. Part
of the problem is that young adults, especially those at the collegiate level, are more focused on
healthy living than most have been in prior generations. With an emphasis on calorie and sugar
content, many young people have begun to look for “healthier” beverage options. vitaminwater
often does not appeal to those who are counting calories or avoiding sugar. Additionally, over
33% of respondents ages 18-24 in a survey conducted for this case claim that they do not drink
flavor-enhanced water beverages. This indicates that there is a huge untapped market of young
people who have never tried flavor-enhanced water beverages.
Positioning
Brand Positioning
vitaminwater is “focused on building a premium brand” according to Bloomberg BusinessWeek.
Coca-Cola’s logistical website, cokesolutions.com lists it as a “great-tasting” nutrient enhanced
water beverage. The positioning includes the emphasis on vitamin content, as well as flavored
hydration. It further differentiate themselves from competitors with the unique, supplement
resembling packaging and the irrelevant style of humor on the labels and advertisements.
The issue with building vitaminwater to be a premium brand with such a young target market is
that this age demographic does not have any disposable income. While taste is arguably the
largest factor influencing buying decisions, price is not far behind. vitaminwater will need to
consider price changes and/or a push for greater consumer loyalty through more relatable brand
positioning
9
Rebranding
It has been found that vitaminwater’s flavor lineup is not easily recognizable or understandable
to consumers. By changing the labeling, the product will be perceived differently. Included in the
rebranding strategy is a greater focus on the purpose of each individual beverage, as well as a
more concentrated marketing strategy aimed at a younger demographic. One of the problems
vitaminwater is having is related to health claims. A new rebranding strategy will distance the
product from these negative claims, while instead focus on developing a clear purpose and call
to action.
Price Point Reduction
The younger demographic have low income but want this product. Students and young adults
have identified price as a main influencer in the deciding purchasing factor. At re-launch
vitaminwater will make price cuts by 15% across the board in every major retailor location in
order to create a price advantage over the competition.
Positioning Strategy
vitaminwater currently appeals to the habits of an older demographic who became loyal to the
brand at a young age. However, to the younger “millennial” demographic, they appear a bit “tryhard” on recent efforts to connect. This means the brand is obviously taking steps to position
itself as a hip and appealing brand to millennials but it is missing a few key components. When
repositioning vitaminwater, it is critical to nurture the trust of current loyalists, and grasp the
attention of the “new” young demographic by engaging them and giving them a reason to
interact with vitaminwater. (Appendix 3)
The “water with purpose” campaign seeks to reposition vitaminwater as a convenient,
affordable, innovative and engaging product. Consumers aged 18-24 are well connected, techdependent, and value instant gratification. They have less spending power and a greater
tendency for impulse purchases than the current market. This group is more likely to pick up a
bottle at a cafe, sandwich shop or vending machine. In order to reposition itself as a less
expensive, easy-on-the-go, engaging option, vitaminwater will need to gain popularity with
students and young adults. This enhanced water will need to effectively portray a personality
that can innovate, engage and rally followers. To help vitaminwater reposition itself and reach
the new demographic, the “water with purpose” campaign has structured several promotional
initiatives that will capture millennial attention and demonstrate a purpose that current loyalists
can trust.
Marketing Strategy
Product
Highlighting the purpose of vitaminwater is essential when redesigning all aspects of the
product. The 20oz bottle that is currently on the market should imitate the design of the 16.9oz
bottle that vitaminwater distributes through vending machines (Appendix 5). Moving away from
the sports market and into its own category of enhanced hydration, the bottle should be altered
10
to round out ridges to make it appear more sleek and less like Gatorade. The bottles would be
sold in single- flavor six-pack configurations.
The label is the one of the most important visual appeals of the product. Flipping the all-white
and colored portion of the label would create a better contrast of the name and flavor. The name
vitaminwater would also be turned horizontally with the name of the drink below, followed by
the flavor (Appendix 4). A sentence mentioning the drinks purpose would be highlighted at the
bottom of the label. The second half of the label would capture the ingredients of the drink. An
important property of the drink is Erythritol, a sweetener that is 60-70% as sweet as table sugar
and almost non-caloric. This sweetener does not affect blood sugar and is free of side effects
with regular use. The nutrition label would describe the un-altered vitaminwater formulation.
Simplifying the names of the drink would highlight the vitamins and purpose of vitaminwater.
Names for the redesign include:
-Refresh (Previously Squeezed)
-Refresh Zero (Previously Squeezed Zero)
-Rise (Previously Essential)
-Rise Zero
-Power (Previously Power-C)
-Power Zero (Previously Power-C Zero)
-Revive
-Revive Zero
-Focus
-Focus Zero
-Defense
-Go Zero (Previously Go-Go Zero)
-Energy
-Glow Zero
-XXX
-XXX Zero
-Formula 50
Price
Market research shows that lowering the price of vitaminwater would make the brand more
desirable. Prices for vitaminwater vary from store to store, so issuing a strict price could cause
a decrease in sales in discount stores and in areas of the country with lower selling points. It is
suggested that the Manufacturer Suggested Retail Price be reduced by 15% to increase sales
and overall consumption.
Promotion
Above The Line
1. Television: The “water with purpose” campaign will utilize commercials that can create an
emotional connection with consumers (Appendix 6). Commercials will be aired on channels that
our target market frequent such as truTV, USA Network and Comedy Central.
2. Radio: Paid ads on non-traditional radio such as Pandora Radio and Spotify have a low
cost of $0.18 per 1,000 users. These advertisements will be congruent with the theme of the
television commercial.
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3. Print: Billboards, posters, and flyers are classic ways to advertise the “water with purpose”
campaign and reach a large amount of consumers. This type of promotion will be held in
targeted locations such as major cities and college towns. (Appendix 7-9)
4. Paid Online Promotion: Benefit: Online promotions are low cost and provide target specific
control. They can use information about users of social networks to target specific audiences.
This information can then be used to gain insights into consumer habits. Furthermore, weather
targeting can highlight the benefit of different flavors by displaying ads that show the purpose of
drinking specific flavors during cold or hot weather.
• Specifics: Website banners highlight a product sale or special promotion and
correlates with viewer interests (Appendix 10). vitaminwater’s brand re-launch will highlight the
drinks’ purpose through high traffic sites including:
• Ad banners - displayed on target specific websites such as Walmart, which
costs only $1.30 per 1,000 views.
• YouTube Ads- Display an ad on splash and homepage for $400,000 per
day
• Twitter Ads - advertising costs about $0.20 per 1,000 users and can be
structured to display only to the target demographic
• Pinterest Ads - about $0.15 per 1,000 users and can be structured to
display only to the target demographic
• Instagram - a paid spot on Instagram pushes out photos to the news feed
of users with a “based on people you follow” description for about $0.25 per
1,000 users.
• Sponsored content on BuzzFeed - This kind of content is priceless to
millennials. This type of conversational humorous video makes the perfect
study break. It will cost about $20,000 for the entire audience.
Through The Line (Integrates ATL & BTL)
1. Event Marketing - Weekend Concert Series:• The “water with purpose” Weekend Concert
Series will kick off the campaign by partnering with up-and-coming artists, and well known
performers that have worked with vitaminwater in the past. In this weekend, artists such as
Trey Songz, Vic Mensa, and other up-and-coming artists will be sponsored by vitaminwater to
host concerts across the country, in cities with large music scenes such as Los Angeles,
Seattle, Chicago, Austin, Atlanta, Miami, Philadelphia, and New York City. This series will take
place on the first weekend of September 2015 as a back-to-school kickoff to wrap up the
summer and engage the primary audience.
•
Follow up through the year will include continued sponsorship from vitaminwater
while these artists go on tour. That “water with purpose” campaign will further partner with these
artists in online, print and video advertising.
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2. Live Streaming Events: Congruent with the Weekend Concert Series, the streaming event
will cover each performance in an ongoing online stream on the vitaminwater website. This will
allow users from across the country to tap into the fun. With the live stream, vitaminwater can
engage millions of young adults, drive search engine optimization and gain consumer insight.
Diehard fans will have the chance to see the artists up close and fans that cannot attend can
gain access online by filling out a vitaminwater survey and providing their email and contact
information.
3. Social Media Campaign: Pinterest, Instagram, Facebook and other social media contests
such as a “How I Hydrate” video submission on Facebook, or a 10 day #mywaterwithpurpose
photo submission series on Instagram will run through the year. Prizes will include trips, tickets,
airtime, and other giveaways.
•
Social media will also post short stories and interviews from performers and how
the push their ‘Purpose’ (provide good music to fans) to spearhead contest submissions.
Below The Line - BTL - (Point Of Sale)
4.
Paraphernalia/Giveaways: Items that appeal to a young demographic, such as stickers,
bottle openers, notebooks, iPhone covers, sticky notes, USB drives, electronics chargers, etc.
will be given away at the Weekend Concert Series and other sponsored artist events. Promo
staff will also hand them out to students on campus and at major city events.
5.
Sales Promotions: Twitter will keep fans up to date on discount and other sales promotion
opportunities. Concert tickets will serve as a coupon for vitaminwater and students will be able
to enter the code found under their vitaminwater caps online to win a concert. The school that
has the most entries can win a free concert hosted by vitaminwater with one of the artists
featured in the school year kick off series. The contest will run for two months to promote sales
early in the new campaign.
6.
Public Relations: Whenever vitaminwater hosts a concert, event, giveaway, or contest
they will work with local or national newspaper agencies, run press releases and TV or radio
news channels to spread the word and share specifics such as dates, locations and the
meaning of “water with purpose.”
7.
Email Campaign: An email newsletter will be sent out twice a month to update fans about
the “water with purpose” campaign news, and opportunities for them to get/stay involved and
push their “purpose.”
8.
Sampling/Free Trials: Promo Event Staff/Vehicle product demos and samplings at busy
places like malls and market places or residential complexes. Each concert will have tents set
up to pass out products and free samples, and play games with fans such as “Guess The
Flavor” or “What’s Your Purpose,” and vitaminwater merchandise can be sold alongside
performers’ merchandise.
13
Place
The target market is interested in convenience. vitaminwater’s distribution will focus on vending
machines, convenience stores, gas stations, beverage coolers, specifically in university areas
and cities with young demographics (See appendix 11).
We will partner with fast food companies such as Subway, Chipotle, Wendy’s, Dunkin Donuts,
Panera Bread, Jimmy Johns, Quiznos, Moe’ s Southwest Grill, Etc.
Goals and Objectives
Marketing Goals
●
●
●
●
●
Improve vitaminwater’s brand relevance and preference among 18-24 year old
consumers who shop for convenience
Avoid alienating the brand’s 30-39 year old loyalists who shop in traditional large store
formats
Increase vitaminwater Zero and the base product’s sales
Compliment the other products in Coca-Cola’s hydrating beverage portfolio by
continuing to direct vitaminwater’s value proposition at serving enhanced water for “off
the court” hydration needs
Create incremental market share increase without cannibalizing any other products in
the Coca-Cola portfolio
Marketing Objectives
●
●
●
●
●
Increase online traffic 10% per month among 18-24 year old consumers by using the top
seven social media platforms, including Facebook, Twitter, LinkedIn, Pinterest, Google
Plus+, Tumblr, and Instagram.
Increase vitaminwater Zero and the base product’s sales to approximately
$217,000,000 per quarter
Achieve the number 1 listing on Google search and other search engines for the term
“flavored water”
Reduce price to increase “All Other” sales channel percent of total volume to 15% by the
end of Quarter 4 2015, including channels such as warehouse clubs, vending machines,
and specialty stores. etc.
Maintain 32% of total sales volume in “Convenience Store” sales channel
Integrated Marketing Communications
Campaign Theme
The theme of the campaign will revolve around the slogan, “water with purpose.” The idea of
this slogan is to highlight the reason that a consumer might choose this specific vitaminwater
over not only other beverages, but even over other flavors of vitaminwater. The purpose of
each drink is lent to its name, for example Power, Rise, Revive, and this purpose comes from
the named benefits of the vitamins featured in each beverage. This campaign theme is geared
towards the primary research findings that consumers of vitaminwater would like to know more
about the purpose of each drink over other factors. It is similar to the previous campaigns of
‘delicious and nutritious’ and the ‘more’ campaign where each vitamin was highlighted; however,
14
the “water with purpose” campaign does not place emphasis or make claims that the drinks give
consumers direct health benefits.
The objective of the campaign is to give consumers a reason to purchase vitaminwater over
other beverages. The slogan that will be used is short and simple, capturing the simple theme
and confirming in consumers there is a reason for their purchasing decision.
The major selling idea is that each product in vitaminwater’s line has a purpose to the
customer. Each product has a specific and special blend of vitamins and each of those vitamins
has a specific and special function. If those functions are highlighted and presented to the
consumer and the consumer can connect that to his or her own life, then the consumer has a
reason to purchase that product. For example vitaminwater focus features an increase in
vitamin A, which is known to promote healthy vision. These purposes in each drink are expected
to draw consumers to vitaminwater because they provide an added reason to purchase other
than the taste, caffeine content, or promotional offers by competing brands and products and
are common reasons for their purchase. With offering various flavors and product lines,
vitaminwater will have something for everyone.
Social Media Strategy
It is crucial for vitaminwater to establish a consistent presence on social media platforms as a
part of a strong modern marketing strategy. The top seven, and most prominent social media
platforms, include Facebook, Twitter, LinkedIn, Pinterest, Google Plus+, Tumblr, and Instagram.
The goal of vitaminwater should be to utilize these platforms effectively to reach a very large
audience at low cost to the company.
Efforts focused on social media must be strategic and more than just “marketing at random.”
93% of marketers use social media to promote their business, but the strategy must include
objectives and a specific goal to be successful and attract a large audience.
A cross-functional team should be put together to build a general outline of a social media plan
geared towards the target audience. vitaminwater’s social media accounts should follow the
common theme of “water with purpose.”
Once this theme is established vitaminwater should also aim to encourage customer loyalty
and retain current customers. Internet and printed marketing strategies should focus on the
sales of the drink, but social media platforms should project a slightly different image that is
focused on the wants and needs of the audience. Vitaminwater needs to be cautious that some
followers may not want to see promotional offers or pricing ads as they are scrolling down their
news feeds for enjoyment.
Posts should encourage followers to share the posts with their friends or actively engage
followers. Though this will require extra effort, media accounts that interact with followers are
often the most successful. Prize drawings and promotional sweepstakes entries, or similar
posts, through interaction such as shares, retweets, and likes, encourage individuals to promote
vitaminwater’s page among their network, which will act as a free form of advertisement directly
from our customers to increase popularity.
Since vitaminwater’s central theme is “water with purpose,” all accounts need to back up this
idea. Carrying out a “What’s your purpose?” promotion where consumers can tell their success
stories, or stories where they were driven to succeed for a specific purpose, particularly stories
15
that feature a highlighted purpose of one of vitaminwater’s products, through vitaminwater’s
website or Facebook page would push this theme. The television ad storyboard post in
Appendix six contains a similar idea. Currently, vitaminwater’s Facebook posts are posted
approximately once a week and are a series of averaging about 2 to 3 minutes in length. The
videos seem to focus more on endorsing a musical artist than the vitaminwater’s products. If
vitaminwater took the most liked and shared stories and did short exposes on these stories and
people, they could easily replace the current videos without sacrificing the new theme. Social
media is about people, so the voice of the accounts needs to be personable and not sound like
a large corporation that is speaking down to its viewers. All channels should have engaging
content and graphics to capture positive attention and increase brand recognition.
Facebook is currently considered to be the lead social media platform with more than
900,000,000 user accounts. Yet vitaminwater only has 4,126,248 followers on Facebook, close
to PowerAde, who also only posts occasionally. Similar hydration drink brands, such as
Gatorade, boast almost double the followers at 7,306,257 as of November 2014. Gatorade has
these followers due to the brand’s popularity, due to their daily release of posts with inspirational
quotes and encouraging pictures of athletes that relate to their target audience. However, fan
numbers for each account are considerably lower than popular music artists, such as Katy
Perry, who can boast a following of 76 million individuals. Celebrity endorsements are often a
wise choice when promoting a brand, but if that is not feasible then vitaminwater needs to
capture the energy often found in an artist’s official page.
Effectiveness of the strategy must be to evaluate. Official pages or accounts often have access
to records of when their page reaches peak hours or likes. This will help to analyze
vitaminwater’s primary follower demographics, so that social media marketing strategies can be
adjusted to meet customer needs. Social media management platforms such as Hootsuite,
Buffer, and Google Analytics can help to schedule posts in advance, manage social feeds, and
access performance analytics. Each social media platform should carry the same theme and
content should be appropriate for the platform. Statistics for vitaminwater to focus on include
number of posts, follower growth, clicks on vitaminwater’s website, page views, number of likes
at peak hours, etc.
It would be beneficial for vitaminwater to stay active on Google+. Though this media outlet is
often discredited, if a business posts often, Google+ essentially acts as free advertisement
space when users search for the products on Google. This helps with search optimization
efforts.
Ultimately, the goal for vitaminwater’s social media strategy is to increase the number of posts
to at least once a day, and in turn increase followers and interaction through keeping the posts
interactive and socially relevant. The posts on all media platforms should be upbeat and
represent our target audience. All accounts should be monitored to better engage target
demographics as well.
Traditional Marketing Outlets
vitaminwater should continue its current methods of traditional advertising, such as web
banners and click ads, television commercial spots and print advertisements. As highlighted
under promotion, online advertisements are inexpensive and easily controllable. In appendices
seven, eight and nine are examples of ads that could be run as both web banners or as print
ads. The ads follow the image and familiarity of vitaminwater’s former ad campaigns, and
capture the new theme of promoting each drink’s purpose without directly promoting specific
health benefits. This is done through use of general but direct statements on each ad. These
16
ads could also be used on all social media platforms through sponsored postings. It is
recommended to put web ads on WalMart’s website in order to help retain the current
demographic that shops heavily at WalMart. The younger and new intended demographic would
be most easily reached through social media. Print ads should be released in a variety of
magazines because the demographics that are being targeted vary. The top selling magazines
in 2014 included People, Game Informer, and Reader’s Digest, which cover all of the intended
markets, and would all be viable options.
Appendix six shows an example of a potential commercial spot. The focus of the commercials
would be highlighting a celebrity’s rise and success, ending with the finding of their “purpose.” It
would be able to use the various vitaminwater flavors and product lines to tie into the celebrity’s
stories. If the social media campaign, “what’s your purpose?” is used; featuring submissions
turned in to stories to match the celebrity format could also create a sense of connection to the
brand in consumers.
vitaminwater should look to add sponsorships to events popular among the age demographics.
With the focus being to move away from the sports industry, a continued sponsorship of
concerts, and new sponsorship into comic conventions and gaming tournaments are viable
options. The groups into gaming and comics fall mostly in to the demographic of 18-24, but with
a strong following from the listed loyalist group. These markets are mostly covered by brands
such as Pepsi, with Mountain Dew being a popular choice. vitaminwater moving in to sponsor
some of these events gives the opportunity for conversion of some consumers and provides
vitaminwater with outlets to promote the new products.
Measurement and Evaluation
Measurement and evaluation will be based on several different criteria. In order for the
campaign to be successful it will:
● Increase sales
● Build brand equity and recognition
● Capture the 18-24 demographic
Pre-testing will be conducted with focus groups across the country with the target audience. At
these events vitaminwater can showcase the ads we plan to launch for TV, Social media, and
Print. Also direct marketing and sales promotion positions will be presented to gather more data.
These groups will consist half target demo and half loyal consumer (30-39).
During the campaign social media will be used to measure reach, engagement, acquisition, and
retention of consumers by tracking likes, hash tags, website hits, and uploaded stories. This can
be done through Google analytics. Surveys can be conducted on campuses of the schools in
the Back to School concerts on why they purchase a particular flavor, how many they plan to
drink in a week, and if they would recommend it.
The tagline “water with purpose” must be tested continuously throughout the focus groups and
surveys. These people must consist of the target demographic and not purchase the beverage
on a regular basis.
17
At the end of campaign success will be measured by the following benchmarks:
● Revenue increase of 10-15%
● Number of hits on the new website 3000/day
● A reach of 1 million Facebook followers, and 25% increase in all social media followers
● Brand recognition with tagline of 50% awareness
Budget
Through careful consideration and research the estimated budget is as follows:
Promotions:
• Back to School Concert series
o Two days, 15 shows in five different cities
o Total budget of $20 million
! Covering all setup costs, musicians, employees etc.
• TV/Radio Advertisements
o TV
! Price dependent on the channel it is being advertised
! $500,000 for 30 second commercial running three times daily for 6
months
• $1,250,000.000 for full 15 months
o Radio
! $8,000 per week running 20 times at desirable time periods
! Running 52 weeks (12 months) = $416,000
• Print Advertising
o Magazines: Full-page Ad running in six issues = $7,000
o Billboards: $2,500 per billboard. 10 billboards = $25,000
o Flyers/ Posters: $1,000
• Online
o Digital Banner Advertising - $1.30 per 1,000 views.
! 500,000 views = $650,000.00
• Social Media
o Twitter - $0.20 per 1,000 users
! vitaminwater has 128,000 followers on Twitter. If only 5% viewed
these advertisements that equals $1,280.00
o Instagram -$0.25 per 1,000 users
! vitaminwater has 11,900 followers on Instagram. If 20% of them
viewed these advertisements that equals $595
o Pinterest - $0.15 per 1,000 users
! vitaminwater has only 251 followers on Pinterest which would cost
less than $0.15 per user
18
Paraphernalia/giveaways
o vitaminwater will spend $100,000 in giveaways consisting of stickers, bottle
openers, notebooks, iPhone covers, sticky notes, USB drives, electronics
chargers, etc.
• Product Samples:
o $20,000 of free product samples will be given away during different tabling
events across the country
Public Relations:
• $300 per hour for a public relations agency
• 240 business days in one year, working eight hours a day= $576,000 for a year
• Add $144,000 for the last three months of the implementation plan
Packaging:
• vitaminwater will spend $10,000,000 in creating the proposed packaging
Merchandising:
• vitaminwater will spend $8,000,000 in the merchandising efforts
•
Conclusion
By understanding its strengths, weaknesses, opportunities and threats, vitaminwater can
achieve success by enacting a new marketing strategy. A primary strength currently held by
vitaminwater is its responsiveness to consumers. Highlighting this responsiveness to the 18-24
year old demographic, vitaminwater can standout by promoting its new theme: water with
purpose. This slogan could motivate a customer to distinguish vitaminwater from other types of
beverages or even other flavors within vitaminwater’s product lines. Research states that
important qualifiers in the decision of a customer to purchase a beverage are flavor and price.
While the current formula would stay constant through the rebranding process, the Manufacturer
Suggested Retail Price would be reduced by 15% to increase sales and promote overall
consumption. Advertisements across television, websites, and social media platforms would
further push to distinguish vitaminwater as an enhanced hydration beverage. Overall, by paying
attention to attracting the 18-24 year old demographic and with caution against alienating the
30-39 year old loyalists, vitaminwater has a chance to further advance within the beverage
market.
19
References
"About Erythritol." erythritolsuppliers.com. Steviva Brands, Inc. n.d. Web. 20 Oct. 2014
"Propel." Propel. PepsiCo. Web. 17 Dec. 2014.
Stanford, Duane. "How PepsiCo Refreshed Its SoBe Water Brand." Bloomberg Business Week.
Bloomberg, 24 June 2010. Web. 17 Dec. 2014.
Strauss, Karsten. "Turning Water Into Cash: The Unlikely Success Of Talking Rain." Forbes.
Forbes Magazine, 5 June 2013. Web. 17 Dec. 2014.
Breaking Down The San Francisco 49ers' Defense From Sunday's Loss. 2013. Golden Gate
Sports. Web. 17 Dec. 2014.
Dugan, John. "vitaminwater Pill Bottle." Design Bureau RSS. Design Bureau, 31 Aug. 2012.
Web. 16 Dec. 2014.
Glaceau. "vitaminwater nutrition facts." 2014. PDF file.
Lewis, Jeff. 2013. New Orleans, Louisianna. Jeff Lewis Photography. Web. 17 Dec. 2014.
N.C. State Grants Release for QB Russell Wilson. 2011. Charlotte. Time Warner Cable
News Charlotte. By Associated Press. Web. 16 Dec. 2014.
N.d. YouTube. Web. 17 Dec. 2014. <http://i.ytimg.com/vi/w5O2rWjexDY/maxresdefault.jpg>.
Russell Wilson, Seahawks Crush Broncos, 43-8, to Win Super Bowl XLVIII. 2014. East
Rutherford, New Jersey. Atlanta Blackstar. Web. 17 Dec. 2014.
Shamus, Gregory, and Getty Images. Russell Wilson and Wisconsin Badgers Will Shock
Oregon Ducks. 2011. Bleacher Report 2012 Rose Bowl. Web. 16 Dec. 2014.
USATSI. Pete Carroll Is Pleased with How Russell Wilson Is Playing. 2014. CBSSports.com.
Web. 17 Dec. 2014.
Vitamin Water Anthem Full. N.d. Invisible Light Network. Web. 17 Dec. 2014.
<invisiblelightnetwork.com>.
20
"vitaminwater Defense from the Coke Product Line." vitaminwater Defense from the Coke
Product Line. The Coca-Cola Company, N.p., 2014. Web. 16 Dec. 2014.
"vitaminwater Energy from the Coke Product Line." vitaminwater Energy from the Coke
Product Line. The Coca-Cola Company, 2014. Web. 16 Dec. 2014.
"vitaminwater Essential from the Coke Product Line." vitaminwater Essential from the Coke
Product Line. The Coca-Cola Company, 2014. Web. 16 Dec. 2014.
"vitaminwater Focus from the Coke Product Line." vitaminwater Focus from the Coke Product
Line. The Coca-Cola Company, 2014. Web. 16 Dec. 2014.
vitaminwater “#howihustle.” Vitaminwater.tumblr.com. Tumblr. N.d. Web. 16 Dec. 2014
"vitaminwater Power-C from the Coke Product Line." vitaminwater Power-C from the Coke
Product Line. The Coca-Cola Company, 2014. Web. 16 Dec. 2014.
"vitaminwater Revive from the Coke Product Line." vitaminwater Revive from the Coke
Product Line. The Coca-Cola Company, 2014. Web. 16 Dec. 2014.
"vitaminwater Squeezed from the Coke Product Line." vitaminwater Squeezed from the Coke
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Line. The Coca-Cola Company, 2014. Web. 16 Dec. 2014.
"vitaminwater Zero Focus from the Coke Product Line." vitaminwater Zero Focus from the
Coke Product Line. The Coca-Cola Company, 2014. Web. 16 Dec. 2014.
"vitaminwater Zero Go-Go from the Coke Product Line." vitaminwater Zero Go-Go from the
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21
Appendices
Appendix 1: S.W.O.T. Analysis
Narrow&advertising
Expensive
High&sugar&content
Big$market$share
Owned$by$Coca$Cola
Innovative
Attractive$vision
Healthy&lifestyle
Substitute&products
22
Appendix 2: Survey Findings
Healthy&
23
24
Appendix 3: Positioning
26
Appendix 4: New Proposed Labels
27
Appendix 5: Bottle Redesign
.
28
Appendix 6: Television Ad Storyboard
This format and approach could be applied to any celebrity endorser, and not just an athlete. Since the
goal of vitaminwater is to define its use as an “off the court” hydration beverage, other celebrity
endorsements would be beneficial.
I was the QB at NC St. before Mike
Glennon won the job
My abilities were doubted because of
my size, but my waiting paid off. I was
drafted eventually in the third round to
Seattle.
However, I found my career
REVIVED, when I was given a chance
to step in at the University of
Wisconsin, where we won the Rose
Bowl.
Every day I would RISE early and
grind, I was determined to prove
myself. Soon enough, I was promoted
to starter in Seattle.
29
Unfortunately, we lost a tough game to
the 49ers, and our season was over.
I knew my purpose in Seattle was to
bring the city their first Super Bowl.
We POWERed through the NFC, and
defied all expectations beating the
Denver Broncos in the final game.
So I attended Super Bowl XLVII. I
wanted to feel what it was like to be
there. I now knew… I needed FOCUS
and I needed ENERGY if I was going
to lead my team to the next Super
Bowl.
It took belief, vision, and perseverance.
But knowing my purpose, I was able to
succeed. What’s your purpose? Water
with purpose.
30
Appendix 7: Print/Web Ad for Revive
31
Appendix 8: Print/Web Ad for Power Zero
32
Appendix 9: Print/Web Ad for Refresh Drops
33
Appendix 10: Website Advertisement
34
Appendix 11: Place- Vending Machines
35
Appendix 12: Budget
Expenses:
Promotions
Concert Series…………………………………………………………… $20,000,000.00
TV/Radio.……………………………………………………………….
$1,666,000.00
Print……………………………………………………………………...
$33,000.00
Online……………………………………………………………………
$650,000.00
Social Media…………………………………………………………….
$25,000.00
Paraphernalia/ Giveaways………………………………………………
$100,000.00
Product Samples………………………………………………………...
$20,000.00
Public Relations…………………………………………………………………
$800,000.00
Packaging………………………………………………………………………
$10,000,000.00
Merchandising………………………………………………………………….
$8,000,000.00
===============
TOTAL………………………………………………………………………
$41,294,000.00
36