...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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...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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...Abdi Mohamed Target Market Paper In order to find the correct target market for the product. Another critical point of this essay will be to create and develop a marketing budget designed to ensure that Vitamin Water is advertised in a financial fashion that supports healthy product growth and sales and at the same time does not hurt the company financially. Once the target market and characteristics of the target market have been identified and analyzed, and a correct budget has been formulated for Coke’s Vitamin Water the complete target market should be known and Coke will then be able to market their water to the right consumers. One fact that is becoming more and more evident about enhanced water drinks is that they are not cheap by any means. At a local grocery store you can purchase classic sports drinks like Gatorade for less than a dollar, but any vitamin enriched water such as Coke’s Vitamin Water or Pepsi’s Life Water will cost an everyday consumer almost two dollars. In today’s economy it would make sense for consumers who are more financially conscious to purchase the cheaper sports drinks than the higher dollar Vitamin Water, but that simply is not the case. Consumers who are purchasing these enhanced waters are a part of the living healthier movement. Living healthier has been a major movement in America for a while now and any sort of product that promotes health awareness is consumer friendly for the most part. This is why Vitamin Water is experiencing so much...
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...TABLE OF CONTENTS Pages 1. Executive Summary 3 2. Main Issues 4 3. Ethics Policy and its Development 5 3.1. Proposed Ethics Policy 5 3.2. Rationale of Ethics Policy 6 3.3. Policy Development 6 3.3.1. Virtue Ethic 7 3.3.2. Utilitarianism Ethic 7 3.3.3. Kantianism Ethic 8 3.4. Corporate Social Responsibility 8 4. Implementation, Effectiveness, and Limitations 9 4.1. Implementation of Ethics Policy 9 4.2. Effectiveness of Ethics Policy 10 4.3. Limitations of Ethics Policy 11 5. Conclusion 12 6. Reference List 14 1) Executive Summary The Coca-Cola Company was founded in 1892. The company, till date, offers a wide range of products to meet different demands of customers all over the world. Coca-Cola not only produces and sells soft drink and non-carbonated beverages; they also distribute bottled waters around the world. Increasing shareholder values would be any major company’s target, likewise Coca-Cola’s, having to keep costs low but yet selling the customers their trusted quality products. Coca-Cola operates in a very competitive environment being in the beverages industry. In 1893, Coca-Cola’s greatest competitor, Pepsi-Cola, came into the market, and rivalry has been going on from then till now. Competition leads...
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...Cola’s leadership conduct affected the company, and the changes needed. The history of Coca Cola dates back to the 1886 when an Atlanta pharmacist named of Dr. John S. Pemberton discovered that by mixing sweet syrup with carbonated water an eccentric taste was produced. In 1886 Coca-Cola started as a five cent drink in a neighborhood pharmacy and today has become a household name for millions. With the increasing push for health, coke, and other carbonated soft-drink manufacturers have experienced a 2.1% volume decline in one year alone. In an effort to prevent decreasing soda sales, Coca-Cola decided to manufacture Vitaminwater. The success of this product was largely because of the marketing power of the organization and the products health claims. For example they listed that this product will provide “optimal functioning of the immune system,” and that Vitaminwater “is specially formulated to provide 50% of the many important vitamins you need every day" (Brison, p 195, 2012). According to Brison, “In 2009, Coca-Cola was named in a class action lawsuit, Ackerman v. The Coca-Cola Company based on Fraud/Misrepresentation, Unfair Business Practices, False Advertising, and Breach of Express and Implied Warranties” (Brison, p 195, 2012). This lawsuit implies that Coca-Cola misrepresented the product by...
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...revenues of about $15.6 billion in 2006. Market consumption volumes were estimated to be 30 billion liters in 2006. The market's consumption volume is expected to rise to 38.6 billion units by the end of 2010. This represents a CAGR of 6.9% during 2005-2010. In terms of value, the bottled water market is forecast to reach $19.3 billion by the end of 2010. In the bottled water market, the revenue of flavored water (water-based, slightly sweetened refreshment drink) segment is growing by about $10 billion annually. TCCC is third largest player in the bottled water market in the US with market share of 11.9%. The company acquired Energy Brands Inc. in 2007 to further expand its presence in still beverage offerings in categories like vitaminwater, fruitwater and smartwater. TCCC could leverage its strong position in the bottled water segment to take advantage of growing demand for flavored water. Growing bottled water market Bottled water is one of the fastest-growing segments in the world’s food and beverage market owing to increasing health concerns. The market for bottled water in the US generated revenues of about $15.6 billion in 2006. Market consumption volumes were estimated to be 30 billion liters in 2006. The market's consumption volume is expected to rise to 38.6 billion units by the end of 2010. This represents a CAGR of 6.9% during 2005-2010. In terms of value, the bottled water market is forecast to reach $19.3 billion by the end of 2010. In the bottled water...
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...Vitamin Water and 3 out of 5 coaches preferred Vitamin Water over Gatorade.. At the end of the game I passed out a survey sheet with a list of questions asking which pitcher they preferred and why. I also asked after drinking the beverage did they notice any improvements to their performance while playing. All player noticed improvements to their performance. They felt hydrated and less fatigue than normal. After gathering all my data I came to the conclusion that 75 percent of people prefer Vitaminwater over Gatorade for taste. However, most players preferred Gatorade because they felt minor improvements to their performance. The number one reason for choosing Gatorade was of energy and hydration. In part C of this project I did a health comparison of Vitamin Water vs Gatorade. | | | |Gatorade Nutrition |VitaminWater Basic Nutrition | | | | |...
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...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 Vegitabeta Worx Energy * Zico *...
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...Strategic Marketing & Planning, 2009 Fiji Water Executive Summary: There are multiple recent strategic issues that the bottled water company Fiji Water is facing. The economic recession has led to a change in consumer purchasing trends, and the bottled water category is not as stable financially as it used to be. Environmental issues, such as waste and pollution, are also affected Fiji Water and its competitors. Bottled Water companies are attempting to shift packaging and shipping to more ecologically friendly materials and modes, as consumers favor environmentally sustainable products. Additionally, as consumers focus on obtaining healthier lifestyles and diets, they have begun to question the safety and purity of the water that bottled water companies are producing. Fiji Water has been affected greatly by all of these issues, as well as negative press about the socio-economic conditions of their souring location, and in 2008 was forced to layoff 40% of their staffing resources. With limited resources, an action plan going forward must be cost efficient and extremely effective. By analyzing and critiquing four potential strategic options, a rational next step for Fiji Water can be discovered. By supporting this plan with marketing tactics and communication, it can attempt to stimulate growth for the company. Current Overview: History: Fiji Water is bottled water artesian water that was founded in 1993 in Colorado and first produced and sold to the world...
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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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...increasing their market share (or losing market share) at a faster rate, some bring in more revenue and some have greater marketing expenses. Managing a product portfolio entails analyzing consumer behaviour to determine how to expand with new products and how to improve profitability by removing under performing or money-losing products. A broader product portfolio offers consumers more choices and gives a company more opportunities to capture consumers with different needs and tastes. Example Coca-Cola’s product portfolio consists of regular, low- and no-calorie beverages including sodas (e.g., Coca-Cola and Coke Zero), energy drinks, still and sparkling waters (e.g., Dasani), juices and juice drinks, sports drinks (e.g., vitaminwater) and bottled teas. PRODUCT PORTFOLIO ANALYSIS : Product portfolio analysis evaluates the current products of the firm on a number of key dimensions ( profitability, growth, risk) and provides the input to management decisions on addition of products, modification of existing products, or deletion of product and allocation of resources among the various products and markets. DIMENSIONS OF PRODUCT PORTFOLIO: 1. —Level of Business Analysis. 2. —Level of Market. 3. —Time Dimensions of variables. 4. —Sales. 5. —Competitive Strength. 6. —Profitability. 7. —Risk. 8. —Demand on resources. 9. —Utilization of resources. APPROACHES TO PRODUCT PORTFOLIO : Standardized approaches to Product Portfolio...
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...Provide a brief description of the enterprise (e.g., their industry, size, location, number of employees). Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it was done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was combined with carbonated water and sampled by customers who all agreed; this new drink was something special. Jacobs' Pharmacy put it on sale for five cents a glass. Asa G. Candler, a natural born salesman, transformed Coca-Cola from an invention into a business. He knew there were thirsty people out there, and Mr. Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca-Cola brand. People saw Coca-Cola everywhere, and the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles. In 1923, four years after Robert Woodruff father Ernest purchased the Company from Asa Candler, Woodruff became the Company president. While Candler had introduced the U.S. to Coca-Cola, Woodruff would spend more than 60 years as Company leader introducing the beverage to the world beyond. In 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. Now...
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...The Coca-Cola Company Fact Sheet The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola®, the world’s most valuable brand, the Company’s portfolio features 15 billion dollar brands including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater®, Powerade®, Minute Maid®, Simply® and Georgia®. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Fast Facts: • • • • • • Established: 1886 Ranking: We own 4 of the world’s top 5 nonalcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta Company Associates: 139,600 worldwide (as of December 31, 2010). Operational Reach: 200+ countries Consumer Servings (per day): 1.7 billion Beverage Variety: We offer more than 3,500 products including diet and regular sparkling beverages, and still beverages such as 100 percent juices, juice drinks, waters, sports and energy drinks, teas and...
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...Dehydration Denise Crago Sci 241 October 3, 2010 Matthew Badtke Dehydration Dehydration is defined as a loss or insufficient levels of water and important blood salts like potassium and sodium in your body. Important organs like the kidneys, brain, and heart can not function properly without water and salt. Dehydration is most common in underdeveloped countries, were diseases like cholera and dysentery kill millions every year. Unfortunately infants and small children are the most likely victims. Still, if the right conditions are present like severe vomiting or diarrhea even those in modern countries like the U.S. can become dangerously dehydrated. Water is the single most important element in the world. It is the very basis for all life on Earth. As babies, water accounts 70 to 80% of our body mass. The older we get the more this percentage decreases, eventually balancing at approximately 60 to 65% for men and 50 to 60% for women. The most important organ in the body, our brain, consists of 80% water. The amount of adipose tissue in our bodies determines the natural percentage of this element. Women tend to have more of this fatty tissue thus decreasing the amount of water present. The chemical make up water, hydrogen and oxygen, are crucial to sustaining life because of the weak chemical bonds made with other molecules. This allows water to act as the primary solvent for many bodily functions like digestion. Water is also an incredibly efficient conductor of...
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...Written Assignment Unit 2 Established in 1886, by Dr. Doctor John Pemberton, a pharmacist from Atlanta, Georgia, (Journey Staff, n.d.) the Coca-Cola Company is an American based multinational beverage corporation that operates all over the world. It is a “corporation, manufacturer, retailer, and marketer of nonalcoholic beverage concentrates and syrups, including the famous Coca-cola drink and many other beverages” (Soft Drink Mission Statements, 2015). It features “brands like Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia, Dasani, Fuze tea and Del Valle.” (The Coca-Cola Company, 2015). According to its website, it is “the number one provider of sparkling beverages, readyto- drink coffees, juices,...
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