The Impact Of Vitaminwater On The Nation Of The New York City

When consumers substitution water with an alternative fluid, it has to be approached with extreme caution. Such is the case when the alternative fluid is an energy drink. When water is replaced with an energy drink, the timing of the energy drink intake and the amount of energy drink intake must be clearly understood by the consumer (Attila & Cakir, 2011). The consumer has to be aware that they are depriving and harming the human body in the short term as well as the long term impact to a person’s life with this type of substitution.

The Kool-Aid brand has faded as the market has become flooded with various choices of sodas, waters, energy drinks, packaged and powdered sports drinks, and a myriad of other options. Our goal is to bring back this brand which was once at the heart of teen popular culture.

Gatorade is a flagship brand of PepsiCo and has a commanding 75% market share of the sports nutrition beverage marketplace globally, being sold into 80 different countries according to the latest PepsiCo annual report published in late 2011. Gatorade's success in branding and product marketing has actually expanded the global market for sports nutrition beverages during the late 1990s and into the 21rst century. Recently however the company has faced many channels including product line extensions of the last decade which failed to deliver strong results (Pollack, 1997) and a more critical analysis of their ingredients as many of their beverages are sold in public schools (Tallon, 2009). Despite these challenges however, Gatorade continues to experience strong market share and growth. The intent of this analysis is to evaluate and provide recommendations for each of the four areas of the marketing mix including product, price, promotion and place or distribution.

Meijer Superstore, Speedway, and Walgreens are the locations used at the center of research to compare and contrast several brands of single serving-size, refrigerated, water and tea. During this exploration, the marketing mix; product, price, placement, and promotion were observed among the several brands. Coca-Cola will benefit from the research where unique observations emerged. These observations include the placement of flavoring drops to add to water, the availability of Vitamin Water in both the water and sport drink sections, and the price and placement of PepsiCo products vs. Coca-Cola products, which included both water and tea, in the Meijer Superstore.

By selling the Purity II to the box stores, we are gaining market from builders and remodelers. We will be offering a discount to the box stores for buying in bulk. Our sales team will get incentive as well from selling orders to the box stores. Incentive size for the salespeople depends on the quantity sold to the box stores. Retail market sales consist of internet and door to door sales. The door to door sales will be phased out because our team believes this strategy to be old fashioned and could portray a negative outlook on Eco Water as a company. The markets we would like to tap into are more rural territories. These types of markets show more cases of rust, impurities, and contamination in the water. Consumers will also enjoy better-tasting water, coffee, soups, mixed drinks, juices, and beverages.

Mount franklin currently presents and focuses their product on everyday hydration; recently mount franklin extended their product line and reached out the more mature audience turning everyday water for hydration into sparkling water. In most recent years many Australians have embraced fitness and healthy eating into their lifestyle, therefore advancing the average mount franklin water into a sports oriented drink will encourage consumers to choose mount franklin sports for hydration during sports or daily exercise. Repositioning the product using mount franklin’s existing product for a new market expands the consumer base using existing brand loyalty to launch the new product. Although fitness is deemed as a large market in Australia, investigating possible product failures is important, ensuring that all possible have been thought out, considered and resolutions are prepared for any situation that may occur.

8. Comments on the decisions of both Pepsi & Coke to enter the bottle water market instead of continuing to focus on the core products- carbonated beverages and cola- based drink in particular.

This paper will incorporate my opinion of why customers buy Fiji Bottled Water. I will utilize the three levels of product including the core benefit, actual product and augmented product. Lastly, I will give my suggestions on which brand development strategies make the most sense for Fiji.

Supplements have become very popular in the United States. Americans want a cure-all for their health problems, and supplements have become the point where they are turning. In fact, it is approximated forty percent of Americans use supplements. (1) Even more astoundingly, a survey conducted between 2003 and 2006 established fifty-four percent of American adults use some strain of supplements. This large demand from Americans, and, in particular, athletes, has created a booming business for supplements in the US. It is supposed nearly twenty-seven billion dollars were spent on supplements in 2009, with roughly thirty-five percent of that figure being specifically vitamin supplements. Because

Dr. Pepper/Seven Up, Inc. is the company which produces the brand Squirt. “Squirt is a caffeine-free, low sodium carbonated soft drink brand with a distinctive blend of grapefruit juices that gives it a tangy, fresh citrus taste. Squirt is the best selling carbonated grapefruit soft drink brand in the U.S.” (Kerin and Peterson, 2010) Kate Cox, the brand manager responsible for Squirt believes that market targeting and product positioning are key elements in Squirt’s advertising and promotional plan development. This case study will provide a summary and analysis of Dr. Pepper/Seven Up, Inc.’s options and the examination into the company’s strengths, weaknesses, threats, and opportunities.

Portland Drake Beverages (PDB) had acquired Crescent Pure, a non-alcoholic, all natural energy enhancing and hydrating functional beverage. Having organic ingredients as the bases of Crescent Pure beverages made the perfect acquisition for extending the PDB organic brand to more markets. These multiple attributes made the drink an attractive product for the consumer, but the necessity to position it, sparked a debate. Some people wanted to market it as an energy drink, while others wanted to market it as a hydrating drink. The VP of marketing, Sarah Ryan, thought that although Crescent Pure fit both of these categories, there was an alternative option. The third option would be to position the new beverages as healthy drinks, this would be a broader market positioning strategy, one that a transcendent product like Crescent Pure, could fulfill. The concern was to simultaneously position the drink in the most lucrative market, while also ensuring that the drinks attributes aligned with the market consumers’ needs.

In an industry dominated by two heavyweight contenders, Coke and Pepsi, in fact, between 1996 and 2004 per capita consumption of carbonated soft drinks (CSD) remained between 52 to 54 gallons per year. Consumption grew by an average of 3% per year over the next three decades. Fueling this growth were the increasing availability of CSD, the introduction of diet and flavored varieties, and brand extensions. There is couple of reasons why the industry is so profitable such as market share, availability and diversity and brand name and world class marketing.

Hardly anything could represent youth while still appealing to our emotional sense better than babies. Babies are the ultimate symbol of youth and purity, so it was appropriate for Evian to use them to personify the values of their water. Moreover, the tagline “Naturally pure and mineral-balanced water supports your body’s youth” which appears in the middle of the ad, clearly explains the benefit of mineral water in a short and concise sentence which appears on our screen long enough to be fully read. Also, when exposed to this tagline, the background sound of water droplets resounding reminds the stillness and purity that can be encountered in the source of Evian.

A lack of experience in business-to-consumer marketing is apparent in Soren’s current communications to end-users. This market, unlike the market for commercial-use chemicals, emphasizes the use of clarifiers to ensure “perceived cleanliness” and clarity of water. The consumer market also appears to be minimally price-sensitive, as communications regarding annual savings are relatively ineffective in increasing sales of Coracle. Soren’s marketing efforts in the first half do not fall in line with the demands of their new customer. A pull strategy would involve adjusting communications to speak more directly to the very different concerns that pool owners and service

The character seeing his younger self points to the water having rejuvenating properties, and if they can get people to view it, they will see a flash of the companies product, enticing them to go buy the product and live younger. I believe this ad to be an accurate portrayal of the companies product.. Evian Mineral Waters is a company that produces some of the best bottled water. It is owned by Danone Water company which was established in 1972. The product that Evian markets is a bottled water that is said to be the best in the world. Evian 's source for water is Source Cachat where the water rises up out of a passage in the mountain at fifty two degrees fahrenheit. The source is bolstered from the snow-soften and rain that channels from the Vinzier Level, in excess of fifteen years, through icy sand. The frigid sand is encompassed by