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“Glaceau- Marketing Vitamin Water”
By-
Rashmi Agarwal (42)Vikas Upadhyay (64)
Smita Jain (57)Anshul Bhave (08)
Nisha Garg (29)Sohail Rana (58)
By-
Rashmi Agarwal (42)Vikas Upadhyay (64)
Smita Jain (57)Anshul Bhave (08)
Nisha Garg (29)Sohail Rana (58)
Glaceau -Marketing Vitamin Water
Introduction
• Glaceau is a product of Energy Brands.
• Glaceau was started in 1990s by Darius Bikoff. (Founder CEO of energy brand)
• Its main product include smartwater, fruitwater, Vitaminwater.
• Vitamin water was the highest selling among three.
• Fruitwater was launched in 20 ounce bottle with sports cap.
• In 2005 Vitaminwater accounted for 80% sale of Glaceau.
Contd.
• In 2005 Glaceau product were being sold in all 50 states of US.
• Glaceau Vitamin water was priced higher than the other soft drink.
• Packaging played a major role in its marketing.
• Several athletes and entertainers endorsed glaceau product.
• It used celebrities,billboards,interactive sessions and humorous advertisements and promotional activities to grab attention of the consumers.
• In 2006 Glaceau Vitaminater was among the top 10 bottled water in US.
• In 2006 Tata acquired a stake of 30 percent for US $677 million.
Distribution
• To establish a good market position in California, Glaceau conducted a competition between two of their distributors to see who can open up more accounts.
• By 2004 Glaceau has identified 10 target markets. The marketing managers were responsible for carrying out sampling activities and coordinating media activities in the area.
• Bikoff was a firm believer of maintaining a personal touch with distributors.
• Instead of tackling several markets at once and going in for a national launch, Vitamin water was launched in one market at a time.
Segmentation
GEOGRAPHIC
• Region : All
• City : Urban and semi-urban
DEMOGRAPHIC
• Age : Above 12 years.
• Education : Atleast Literate.
Contd.
PSYCHOGRAPHIC
• Lifestyle : Health conscious, Sports oriented.
BEHAVIORAL
• Occasions : Regular.
• Benefits : Quality.
• Usage rate : High.
• Attitude : Enthusiastic, positive.
Target Audience
• Health conscious people who usually spend on their health maintenance.
Product Levels
• Core benefit : To quench thirst.
• Basic benefit : Vitamin water.
• Expected benefit : Flavours
• Augmented benefit : Packaging, specific nutrients.
• Potential benefit : Protection from body ailments.
Perceptual Map Low on calories(Healthy)
High on calories (Unhealthy)
Enhanced water(Vitamins)
Plain Water/ soft Drink
Vitamin water
Coke
AquafinaDasani
Buying Behaviour Complex buying behavior.
CPV(Customer Perceived Value)
Total Cost Total Benefit
Monetary Cost(H)Time Cost(L)Energy Cost(M)Psychological Cost(L)
Services Benefit(M)Personnel Benefit(M)Product Benefit(H)Image Benefit(M)
CPV=Benefit/Cost. CPV=MMHM/HLML CPV is >1
Personality
FREUDIAN THEORY:
• Ego(rational, planner, thinker)
NON FREUDIAN THEORY
• Aggressive (desire to excel and desire admiration)
COGNITIVE THEORY
• Need for cognition- low
Trait Theory
• Innovativeness- HIGH
• Dogmatism- LOW
• Social character- INNER DIRECTED
• Need for Uniqueness- MEDIUM
Maslow’s Theory
• Physiological Need :Removing thirst .
• Safety Need : Health Care.
• Social Need : Be healthier.
• Esteem Need : Status symbol (Higher price)
Learning
Pavlov’s Classical Conditioning Pavlov’s Classical Conditioning
VITAMINS(US) HEALTH(UR)
GLACEAU(CS)
Perception
• Pricing strategy based on perceived value
• Satisfaction based pricing. (benefit driven pricing and flat rate pricing)
JND
WEBER’S LAW
• Stimulus 1 (S1)- Plain Water
• Stimulus 2 (S2)- Vitamin Water
Therefore, S1<S2
Reference Group Appeals
• Celebrities- Britney spears,Madonna,Nicole Kidman.
Positioning• ATTRIBUTES - Vapour distillation, vitamins, supplemented with
nutrients and electrolytes and sports cap.
• BENEFITS - Thirst quencher, Health care.
• PRODUCT CATEGORY - Own category
• USER - Health conscious.
• COMPETITION -Form level - Competition with another brands.
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