Marketing Plan for Vitaminwater in Hong Kong

The first 200 words of this essay...

IMC CAMPAIGN FOR GLACEAU VITAMINWATER

WATER EVOLUTION!!!!!!!

Chow Cheuk Ting [Tiffany] 1155003729

Lam Chin Yui [Anthea] 1155000376

Chong Sui Yee [Sally] 1009617114

Ho Cheuk Ying [Cheuk] 1155000366

Tso Shuk Fan [Mary] 1155003823

Sek Chun [Moly] 1009634274

Law Hei Ting [Serene] 1155000417

Contents

Part I Situation Analysis

Choice of Company....................................................................1

Consumer................................................................................1

Competitors..............................................................................2

Product....................................................................................3

Promotions-Positioning................................................................3

Promotion-IMC programs.............................................................4

Part II Campaign

Phase 1 Awareness...................................................................5-9

Phase 2 Preference and Liking....................................................9-11

Phase 3 Sustainability.............................................................11-12

Part I Situation Analysis

Choice of Company

Our group has chosen Vitaminwater, which is owned by the Coca Cola Company. Vitaminwater was first introduced in New York back in 2000 and is now sold in many other countries including Hong Kong. It emphasizes vitamins and some essential nutrients that a bottle of Vitaminwater can bring about. According to Vitaminwater's positioning, it claimed to target young adults. Yet, as we searched for more information of Vitaminwater, we found that its marketing campaign was mainly targeted at college students in the previous year. (E.g. free samples given