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Five Year Marketing Plan of Vitamin Water

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Submitted By miaosisi
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Executive Summary
Vitaminwater is a product of a privately owned subsidiary of Coca-Cola Company, Glacéau. It aims to provide nutrients drinks to meet people needs throughout the day. Its bottles are colorful, which targets at the youth currently.
To achieve the goal of rising popularity of Vitaminewater in local marketing within 5 years with a consumer expand and sales increase, marketing plan is proposed. Vitaminwater is recommended to expand the target customers to people who concerned with their health, not just the youth in Hong Kong. Thus, repackaging Vitaminwater is essential in attracting potential customers and stand out from other drinks manufactures like Pepsi.
Moreover, Vitaminwater is suggested to engage into different advertisement channels and distribute to different selling locations. Therefore it can increase awareness among Hong Kong people. Ultimately, Vitaminwater improves the sales performance to meet sales target at HK 200,000 by 2014.

SWOT Analysis
Figure 1 shows the internal and external factors affecting the marketing opportunities for Glacéau-VitaminWater since 2007 when it became the subsidiary of Coca-Cola Company.
Figure 1. SWOT Analysis for Glacéau-VitaminWater
Internal Factors Strengths Weaknesses
Management Purchased by Coca-Cola Company, Glacéau can utilize Coke’s well developed system with experienced management Conflicts between financial management and shareholders
Offerings Good taste, healthy, high-quality, high-price products Major low-price soft drinks and beverage manufacturers like Pepsi have a strong hold over the distribution network
Marketing Vibrant, humorous, and confident online promotion and creative labeling with celebrity endorsements in U.S. attract young consumers Many flavors are U.S. only; restricted sale location, little can be found in convenient stores; little TV advertisements and local

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