...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...
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...Competitor Analysis When analyzing the competitors of Gatorade G2 series our goal is to assess the strengths and weaknesses of current and future companies. Although Gatorade is the largest company in the industry with a strong brand image, maintaining that against its competitors is vital to the company. Effective marketing is a critical aspect of Gatorade because this is where the majority of the profits generate from. The main competitors in the sports, energy, and health nutrition industry are The Coca-Cola Company, Energy Brands Inc. and Red Bull GmbH. The leading competitor of Gatorade is PowerAde which is owned by the Coca-Cola Company. The target market for PowerAde is essentially the same market for Gatorade. Perhaps one of PowerAde’s biggest strengths is that it is owned by Coca-Cola which is the world’s largest beverage distributor. Although the products seem to be alike they are different in content. PowerAde contains less sodium for hydration and more sugar than Gatorade. PowerAde justifies this by saying their product has a better taste because of the extra sugar. This helps PowerAde establish where they stand in the market. In PowerAde’s attempt to gain market share from Gatorade they added different variations of their product line to expand to a larger market. Instead of relying on huge endorsers to get to its highest market share ever, PowerAde has relied on the innovation of their new products. Since Gatorade has come out with a more health conscious...
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...Bacardi Premium Mixers * Barq's Barrilitos Beverly Bright And Early Caffeine-free Barq's Caffeine-free Coca-Cola Caffeine-free Diet Coke Cascal cherry Coke Chippewa Citra Coca-Cola Coca-Cola Black Cherry Vanilla Coca-Cola Cherry Zero Coca-Cola Zero Coca-Cola Zero Caffeine-Free Cumberland Gap DANNON * DASANI Delaware Punch diet Barq's Diet cherry Coke Diet Coke Diet Coke Black Cherry Vanilla Diet Coke with Lime Diet Coke with Splenda Diet Fuze Tea diet Inca Kola Diet Master Pour Diet Northern Neck Diet Sprite Diet Sprite Zero Dr Pepper* Evian * Fanta Fanta Sugar Free Fanta Zero Five Alive Flavor Rage Fresca Fruitopia Full Throttle FUZE FUZE TEA Georgia glacéau fruitwater glacéau smartwater glacéau vitaminenergy glacéau vitaminwater glacéau vitaminwater zero Gold Peak H2OK Hi-C Honest Ade Honest Fizz Honest Kids Honest Tea Honest Tea Zero Illy * Inca Kola Java Monster* Jericho Kinley Krest Lift Master Chill Master Pour Mello Yello Mello Yello Zero Mezzo Mix Minute Maid Minute Maid Enhanced Minute Maid Fruit Falls Minute Maid Juices To Go Minute Maid Light Minute Maid Orchards Monster * Northern Neck NOS Odwalla Peace Tea * Pepe Rico Pibb Xtra Pibb Zero POWERADE POWERADE PLAY POWERADE ZERO Red Flash Schweppes Simply Southern Sun Spring! Sprite Sprite Zero Sugar Free Full Throttle Sugar Free NOS Sugar Free Sprite Sunfill Surge TaB Vanilla Coke Vanilla Coke Zero VAULT Vault Zero Vegibeta ...
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...Beverage Companies Attempt to Maintain Sales in the US and Western Europe with New Products Sales of traditional carbonated sodas are flat or declining in the United States and much of Western Europe. In 2005, for the first time in 20 years the number of cases of soda sold in the United States declined. Case volume in 2005 was down 0.7 percent, to 10.2 billion cases. Coke's flagship brand, Coca-Cola Classic, was down 2 percent, and original Pepsi from PepsiCo was down 3.2 percent.”1 This trend is continuing; when Coca-Cola reported its first quarter profits and sales in April of 2007, it stated that “sales in North America, as measured by unit case volume growth, declined 3 percent.”2 Soft drink companies are not giving up, however, on sales growth in the US and Europe. CocaCola Co. and PepsiCo have created new soft drinks to combat declining sales growth of traditional carbonated soft drinks in these regions of the world. These “substitute beverages” include such products as vitamin waters, fruit drinks, and energy drinks. As consumers in North America and Europe move away from traditional soda, many are simply switching to “enhanced” water beverages. “Sales of enhanced water jumped from $80 million in 2001 to $245 million the following year, and could top $600 million in the next year or so, according to New York-based Beverage Marketing Corp.”3 “While carbonated soda's share of the market is shrinking, alternative beverage sales are jumping as much as 50% a year. And energy...
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...Bubbly Fruit Water On the first page of the ad, it shows a simple image of a model drinking from a Glacéau fruitwater bottle using a straw. On the second page of the ad, it shows a closer view of the bottle which explains the positive aspects of the product. It explains how the water contains no juice, has zero calories, is naturally flavored, is enhanced with nutrients, and has “billions of bubbles.” The bottle of the product itself is very sleek and thin. The ad is very simple and minimalistic overall with few words, and it makes references to how sparkly and “bubbly” the water is several times. The ad also has multiple unspoken messages. By using the repetition of “bubbliness” and beauty, it implies that if the consumer drinks the water,...
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...that removes just about everything from the water except two H’s and an O. SmartWater then adds back in the electrolytes calcium chloride, magnesium chloride, and potassium bicarbonate for taste. I think the for taste part is important because the nutrition label still reads 0 mg of sodium, and the amounts of electrolytes added have essentially zero gatorade-effect. In fact, the amount of electrolytes found in SmartWater is less than in other brands of non-electrolyte-added” bottled waters. The reason why it is called Smartwater is because it’s business of course! Globally, bottled water is a $100 billion dollar industry. Glaceau has found a smart way to buy tap water for a national average price of $0.002/gallon, clean it up, and sell it for more than $5/gallon. A 250,000% markup makes for an insanely profitable business. By calling it Smart Water, Glaceau is basically calling every other bottled water brand Stupid...
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...co-morbidities such as hypertension and obesity are also at risk for worsening conditions when consuming these beverages in ignorance. Vitamins are essential for our bodies' growth and development. There are thirteen vitamins that our bodies need, they include the fat soluble vitamins A, D,E and K and the water soluble B-vitamins (thiamine, riboflavin, niacin, pantothenic acid, biotin, vitamin B-6, vitamin B-12, folate) andvitamin C. The recommended dietary allowance for each thirteen vitamins are listed in table 1 below. However vitamin water products do not contain all the essential vitamins nor the recommended dietary allowance as set forth by the FDA. In Table 2 is an illustration of the product label for Glaceau vitamin water, one of the popular brands. Glaceau vitamin water contains some of the essential vitamins but does not satisfy the...
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...CURRENT MARKETING SITUATION (GENERAL) Coca Cola is known as a worldwide brand and you can almost find in every country a bottle or a can of Coca Cola. It is the top most popular soda drink in the world, with Pepsi Co. as its main rival. In fact, it is not only the most popular carbonated drink, but also the most sought-after beverage. With so many different types of drinks under the Coca Cola brand, for example, Fanta, Sprite, and Glaceau Vitaminwater, it naturally targets the mass market and appeals to consumers of different preferences. Hence, the current marketing strategy of Coca Cola should focus on retaining its market leader position, and increase sales and market share for profit maximization. Coca Cola used to adopt “the global marketing, local manufacturing strategy” and it worked to a large extent as it created much brand awareness and allowed it to enter new international market. Presently, Coca Cola has changed to a “local marketing, local manufacturing strategy”. COMPANY PROFILE (SECTION 1) Cola is a soft drink brand, which is sold in 127 markets and is globally worth $11bn. It started in 1886 in New York, and its creator was John Pemberton, an Atlanta pharmacist. Asa G. Candler, a natural born salesman, came along and transformed Coca-Cola from an invention into a business. Its popularity soared, and by 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles. To safeguard the brand from copycats and similar soda drinks, Coca Cola patents...
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...Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.6 billion servings each day. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company is headquartered in Atlanta, Georgia. Its current chairman and CEO is Muhtar Kent. {draw:frame} Its motto is 'To benefit and refresh everyone who is touched by our business.' The Coca Cola brands include Barq's Coca-Cola Coke Zero Dasani water Diet Coke Glacéau Fanta Fresca Full Throttle Fuze Hi-C {draw:frame} {draw:line} Lift Mello Yello Minute Maid Monster Energy distributed by Coca-Cola, made by Hansen Natural Odwalla Powerade Pibb Relentless Sprite Tab Thums Up Urge...
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...BRAND AUDIT REPORT 2012 Brand Managemenet Brand Managemenet Submitted To: Sir Goher Raza Submitted by:Sagar Paryani and Sarah khan Chandio Dated: 15-12-2012 By BBA-7 TABLE OF CONTENTS PAGE # TABLE OF CONTENTS.................................................................................................... 2 CHAPTER 1 BRAND INVENTORY 1.1 INTRODUCTION ........................................................................................................... ...3 1.2 BRAND ELEMENTS ......................................................................................................... 4 1.3 MARKET SEGMENTATION...........................................................................................5 1.4 SUPPORTED MARKET PROGRAMS..........................................................................5-6 1.5 POPS AND PODS.................................................................................................................7 1.6 BRAND MANTRA......................................................................................................... …..7 1.7 BRAND PORTFOLIO..........................................................................................................7 1.8: Organizational culture and people development.................................................... 8 CHAPTER 2 BRAND EXPLORATORY 2.1: Brand Attributes..........................................................
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...COCA-COLA CASE STUDY Presentation Identifier Goes Here 1 STATISTICS AND FACTS ON LIQUID REFRESHMENT BEVERAGE BRANDS The liquid refreshment beverage (LRB) market encompasses CSDs, bottled water, ready-to-drink (RTD) coffee and tea, fruit beverages, energy drinks and sports beverages. Based on sales, Coca-Cola, Pepsi, Mountain Dew, Dr Pepper and Gatorade were the leading liquid refreshment beverage (LRB) brands in the United States in 2013. All five brands combined, held a market share of over 42 percent in the U.S. in 2013. Especially to be emphasized is the performance of the carbonated soft drink CocaCola, which accounted for a U.S. market share of 18.1 percent alone. Coca-Cola is owned by The Coca-Cola Company, which is headquartered in Atlanta, GA. The brands’ outstanding performance is more than present among all regions and channels. Coca-Cola is not only listed as the leading LRB in the U.S., it also topped the list of soft drinks brands worldwide in 2014, based on brand value. Additionally, the soft drink brand had the second highest number of fans on its Facebook site. A big competitor of the Coca-Cola Company in the liquid refreshment beverage business is undoubtedly PepsiCo, Inc., which is based in Purchase, NY. The company owns, among others, the soft drink brands Pepsi and Mountain Dew and the sports drink Gatorade, which were ranked second, third and fifth in the market share ranking of LRB. SoftSrinks Off-Trade RTD Volume 534.8 Billion...
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...Table of contents What’s Vitaminwater? Vitaminwater Boring History Vitaminwater Posi6oning Perceptual map Exclusivity – price Taste – Price Analysis of the Mix Product Price Place Promo6on What’s Vitaminwater? Water that contains herbal extracts, vitamins and minerals Vitamin water comes in several great-‐tas6ng varie6es Spark Connect Revive Vitaminwater Boring History Energy Brands also known as Glaceau is a privately owned subsidiary of Coca-‐Cola Company based in Whitestone, New York that manufactures and distributes various lines of enhanced water. Founded in May 1996 by J. Darius Bikoff Energy Brands ini6ally distributed its products to health food stores and independent retailers in the New York area. Vitaminwater Positioning New age beverage for young people Icon of genera6on Y image and lifestyle Nutri6onal benefits Only natural sweeteners Different vitamin content...
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...above the other, on the same page, to present their balance sheets. For a measure of both a company’s efficiency and its short-term financial health, the working capital is calculated as: Working Capital = Current Assets – Current Liabilities. At the end of 2007, the Coca-Cola Company has a negative working capital of $1,120 million from the current assets of $12,105million and the current liabilities of $13,225 million. The Coca-Cola Company’s negative working capital might be impacted by the effects of transactions occurred in 2007. Trade accounts receivable, inventories, prepaid expenses and other assets were increased to $730 million, $579 million and $637 million respectively. It was primarily due to 2007 acquisitions, including glaceau, 18 German bottling and distribution operations. Because of these acquisitions, accounts payable and accrued expenses were increased to $1,860 million. Additionally its loans and notes payable of $2,684 million were increased primarily due to net borrowings of commercial paper and short-term debt during 2007 to fund acquisitions. It seemed not that the Coca-Cola Company was unable to meet its short-term liabilities with its current assets but it seemed that the increases of current liabilities were much higher than that of current assets. On the other hand, PepsiCo, Inc. had a positive working capital of $2,398 million from the current assets of $10,151 million and the current liabilities of $7,753 million. Meanwhile, the PepsiCo, Inc...
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...Strategic Leadership at Coca-Cola: the real thing. Leadership styles: managerial, visionary, strategic. Managerial leaders: • Risk averse • Reactive • Goals are based on past and on necessities, as opposed to goals arising from desires and dreams • Relate to people, according to their roles in decision making process • Are conservators and regulators • Involve themselves in day-to-day activities • Are comfortable in functional area of responsibility • Exhibit linear thinking and are deterministic • Choices are determined by internal and external environments Visionary leaders: • Proactive • Shape ideas • Change the way people think about what is desirable, possible • Risk taking • Bring fresh approaches • Concern themselves with ideas • Relate to people in intuitive and empathetic ways • Feel separate from the environment • Working in, but not belonging to organizations • Ensuring the future of the organization through the development of people • Engage in multifunctional and integrative tasks • Utilize (используют) non-linear thinking • Believe in strategic choice • Choices make a difference to their organizations, through the organizations, to their environment Strategic leaders • Are a combination of managerial and visionary leaders • Oversee day-to-day and long-term responsibilities • Apply linear and non-linear thinking • Emphasize(подчеркивать)...
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...Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.6 billion servings each day. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company is headquartered in Atlanta, Georgia. Its current chairman and CEO is Muhtar Kent. {draw:frame} Its motto is 'To benefit and refresh everyone who is touched by our business.' The Coca Cola brands include Barq's Coca-Cola Coke Zero Dasani water Diet Coke Glacéau Fanta Fresca Full Throttle Fuze Hi-C {draw:frame} {draw:line} Lift Mello Yello Minute Maid Monster Energy distributed by Coca-Cola, made by Hansen Natural Odwalla Powerade Pibb...
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