Marketing Plan for Vitaminwater in Hong Kong

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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 in orientation camps) At the same time, we conducted a survey and found that college students weren't very into Vitaminwater because they thought Vitaminwater was pricey. (Survey results please refer to the appendix) As a result, we deem that Vitaminwater can further expand its target consumers, whom have higher purchasing power than college students. Moreover, since Vitaminwater is well supported by a reputable brand- Coca Cola, we agree that Vitaminwater has potential to further boost its sales and strengthen its brand image.

Consumer

As we deem that its current target market is way too narrow, mainly targeting college students because most of its previous campaigns were sponsoring college orientation camps. Yet, we found that college students cannot afford a beverage of $16-20 too often (Please see appendix A). So, we aim to re-target the market segment. We have generated four potential groups, namely the elderly, high school students, families and white collar office workers. We then have set four factors in determining who will be the most suitable new target consumers. They are purchasing power, acceptance to new beverage concept, health consciousness and consistency with Vitaminwater's image respectively. By elimination (Please see appendix B), we finally have chosen white collars as our new target group. Also we conducted two surveys to confirm our decision (Please see appendix C). The reasons are:

(1) White collars have a relatively stable and higher salary that makes them feel a bottle of Vitaminwater selling at around $16 is affordable

(2) White collars, mostly aged between 25 and 40, are those who are the most health conscious. They know the importance of fluid intake.

(3) White collars working indoor 8 hours a day, 5 days a week without adequate workout is unhealthy and dull. Unlike pure water which cannot energize them, Vitaminwater is an alternative naturally-colored drink added with heaps of nutrients that help refresh their mind.

(4) Most of the white collars are young adults, which makes Vitaminwater's new target consistent with its brand image.

We as well have to consider the buyers' behaviors:

(1) 3-circle framework: Enhanced water beverage is regarded as a kind of energy drink in many people's mindset though it not exactly is. Rather it is a new concept in the market. Therefore, we will first target at other loyals who consume soft drinks and then we hope to switch them to the habit of drinking healthy 'water'. Finally, we aim to make our consumers permanent own loyals by making good use of our first mover advantage and authenticity in enhanced water concept to keep our consumers loyal to our brand.

(2) Importance & benefits of Vitaminwater: By simply drinking a bottle of Vitaminwater, people can intake nutrients and vitamins naturally extracted that are essential to their health. Also, Vitaminwater has a variety of natural flavors and colors, which makes it interesting to consume;

(3) Nature of buying process: Low involvement. We would like to make people buy Vitaminwater routinely like an 'on-the-go' purchase, without involving a detailed problem -solving procedure.

(4) Who makes the decision: End users themselves, i.e. white collars.

Competitors

Vitaminwater is a kind of enhanced water beverage. It aims to 'fill the gap' between soft drinks and water for people who knew they should drink more water but weren't. Vitaminwater can be described as colored water with nutrients added or in many people's mindset- energy drinks. Vitaminwater is more about daily consumption while its competitors are like one heavy dose of energy. In other words, people can consume Vitaminwater anytime they want while other energy drinks are meant to be consumed only after heavy work out or when you are under extreme tiredness. So, we think that Vitaminwater does not have direct competitors but rather some indirect ones, e.g. Lucozade Energy, Pocari & Gatorade.

Vitaminwater

Lucozade Energy

Gatorade

Pocari Sweat

Product

-Contain different kinds of vitamin and nutrients

-A supplement to vitamin needed

-Act as a gradual energy booster

-maintain &enhance metabolism

-Contain mainly Glucose which can be absorbed easily and provide energy to the brain

- Not suitable for fluid and electrolyte replacement

-Act as an instant energy booster

-Replenish water, carbohydrates and electrolytes due to heavy sweating

-A Sports drink esp. for athletes during rigorous athletic competitions

-Act as an instant nutrients booster

-An 'ion supply' sports drink

-Contain citric acid, sodium citrate, sodium chloride, potassium chloride, calcium lactate, magnesium carbonate etc.

-Replenish nutrients and electrolytes lost when sweating

Price

Around HK$16/500ml (HK$3.2/100ml)

Around HK$6/300ml (HK$2/100ml)
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Around HK$9.5/600ml (HK$1.6/100ml)

Around HK$9.2/500ml (HK$1.8/100ml)

Placement

Supermarkets, convenience stores, vending machines

Supermarkets, convenience stores, vending machines

Supermarkets, convenience stores, vending machines

Supermarkets, convenience stores, vending machines

Promotion

-Mainly sponsor university students during university activities in the previous year, maintain a young image of the brand

-Sponsor local sports competitions e.g. marathon by Standard Chartered

-HK pop stars X free sample distribution in busy districts like Causeway Bay

-Sponsor local competitions e.g. marathon by Standard Chartered

-Hold activities like family fun cycling day, college ...

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