Objective
‘’Glaceau’s Vitamin water currently holds a 17 percent market share in the energy drink market. Through our advertising campaign we will raise this by 8% to attain a 25% market share. We are currently the number 2 brand energy drink in the United States, with number 1 being Propel. Our goal is to pass Propel and become the number 1 brand energy drink in the United States. We will advertise to a previously unreached market of active consumers by focusing our new campaign during the 2012 Summer Olympics. We will create a buzz market by focusing advertisements around big-name Olympic athletes and their use of Glaceau’s Vitamin water throughout their training and competing’’ (Vitamin water - Marketing Strategy Plan, 2008).
Where do we want to be?
Glaceau’s Vitamin water is already portrayed as a brand that provides healthy products. This has the advantage of reducing advertising costs when launching the ‘vitamin health bar’ which is a means of improving the brands market share. With the increase in the numbers of people aiming to live healthier lifestyles the idea of a health bar which has the necessary nutrients will be more than appealing to the buyers.
Profits will be maximised if potential consumers who are most likely to keep on purchasing are filtered from once off consumers. Catering to the specific needs and wants of the desired customer will aid in establishing a loyal customer base. Buyers who are more health conscious will tend to be more informed about the health benefits of the health bar whereas those who buy basing their decision on the price might be less concerned about the nutrients in it and their respective ratios. Realising the factors that influence buyer’s decisions helps a marketing strategy to...
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...forts in the same manner (Kotler P, 2010:257).
(Garin, n.d.)
In the more mature stages of the products life cycle a wider range of nutrient bars will then be introduced. At this stage social platforms such as Facebook and twitter can be used to actively communicate with consumers so that the ranges introduced will suit the specific needs of the customers. The social platforms can also be used to further segment and target the customers whose needs and expectations are already known.
The existence of competitors such as the jungle oat bars cannot be ignored especially when deciding on our products positioning. The vitamin health bar will mostly be made up of of naturally existing nutrients with minimum artificials added. This is for differentiative and positioning purposes. There is a gap in the market for energy bars that offer minimal artificial ingredients.
Videos slide The problem is, many brands are doing this – most companies are relying on these misleading assumptions to fool consumers and increase the revenue and brand recognition of their products, and making it look enticing to buy due to its possible health benefits However, the government does have a system to help stop this from happening, the health star rating system. The system, introduced two years ago, has a score out of 5 for packaged and processed goods (5 being the highest), considered ‘a quick way to compare the nutritional value of processed and packaged food’ and encouraging consumers to make healthier choices. Supporters of the health star system hoped it would encourage companies to make their food healthier, and this worked for some brands. Nutri-grain, for example, found that it had only 2 stars, primarily because a full third of it was sugar.
In this report I shall be looking at data compiled on the client and using this data I will analyse the market potential and demand for "health drinks" within the United Kingdom. Also I will consider whether it is viable to expand and develop the brand within the market whilst maintaining the socially responsible attitude of the company, in conjunction with the growing health trends and the client's ethical product production.
To the members of the support group Naïve People who are Addicted to Mass media and Believe Anything They Hear or Read Anonymous my purpose of being here today is to help you better understand how to analyze the mass media you come across. Mass media is the news, newspapers, magazines, the radio, and the television. The way I’m going to analyze it, is by rhetorical analysis. Rhetoric is how effective the writer is in persuading the reader by using speech and compositional techniques. In order for you to be able to become more apprehensive when reading information, I will be analyzing the ad for Vitaminwater featuring Kobe Bryant. Vitaminwater was introduced in 1996. It is a mineral water that is given out by Energy Brands. Like many sports drinks they use famous athletes to speak for them and promote them. Vitaminwater’s ad with Kobe Bryant is successful because it persuades people to buy their product because it’s, “The Most Valuable Power.”
The logos is the evidence. An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. At the bottom of the ad it says “three championships”, “one mvp award”, and “1845 bottles of vitamin water”. It also says “try it…it works for Kobe”. The advertisement is saying that Vitaminwater will work for anyone. They are saying if you want to be a champion one will become one by drinking
Instead of just sponsoring professional athletes to show the benefits of Gatorade to everyday athletes, Gatorade used the popularity and power of the pros to depict a different, broader social message. Along with spectacular technical aspects and varying settings, Gatorade was able to prove to all people that victory in anything or any place comes from initial defeat and was able to ignite the self-drive that all of humanity contains but struggles to find. This strong emotion that is felt in just 67 seconds changes the perception of Gatorade and all it stands for. By directing their message at such a wide audience, they were able to change its reputation and prove that Gatorade products are not just for athletes, but for everyone. With “The Secret to Victory,” Gatorade has inspired and instilled a new sense of motivation in viewers but has also successfully and ingeniously created a much larger consumer
Dietary supplements are very beneficial to one’s body if they are taken correctly. There are many pros and cons to taking dietary supplements. In this paper I will discuss the pros and cons and how supplements affect the human body. We will also consider the government’s guidelines regarding dietary supplements.
As stated in the case, “the market for energy drinks was growing; between 2010 and 2012, the market for energy drinks had grown by 40%. It was estimated to be $8.5 billion in the United States in 2013 [and] forecasts projected that figure to reach $13.5 billion by 2018” (pg 5). However, much of this market’s revenue -- 85% in fact -- is dominated by five major brands, while the remaining 15% is split between approximately 30 regional and national companies. (pg. 5). With this saturated market, it might not be best for Crescent Pure to enter as a completely new product to the industry, as there is the possibility that it will be squeezed out of the profit shares by more established brands -- especially if it is not properly secure in its identity. In addition, while the market for energy drinks appeared to be growing at an exponential rate compared to the market for sports drinks -- which increased only 9% in five years and would be at approximately 60% of the rate for energy drinks in 2017 (pg 6) -- the consumers appeared to be wary of partaking in the market for several reasons, which would potentially harm the reach of Crescent Pure. These concerns included rising news reports discussing the safety of energy drinks (pg. 5). Taking into consideration the data provided in the case that concerns reasonings of why consumers choose specific drinks over others, there
Gatorade sponsors many different franchises, players and associations, so its advertisements are always seen by many, so when they promote that their drinks are better than water for athletes during games and matches; one has to wonder if it actually is? Most of the time when something so big is advertised in TV commer...
Initially, the product was marketed and distributed at bike shops and events where running and biking were the competition medium. As this new category began to expand, new entrants began to enter the market. These new entrants began to segment the food bar market into several categories. The primary consumers of the food bar market can be separated into three major segments: energy bars, sports bars, and weight loss bars. In the US, the food bar market is dominated by several companies: PowerBar, Balance Bar, Luna, MetRx, and Clif Bar.
You’re in the middle of the most intense workout of the season, your muscles are burning, you tired, sweating, and thirsty. What better thing to drink to than Gatorade? Gatorade is the official and favorite drink of many professional athletes in sports worldwide, and when Gatorade makes commercials or starts an ad campaign, it tries to garner the attention of athletes or people interested in sports, and with the Gatorade commercial I’ve chosen nothings different. This commercial for Gatorade drinks targets athletes of both, male and female of all ages, by appealing to their need for achievement, aggression, and domination. The commercial actually has two messages. The first one is one man’s dream is another man’s nightmare, and the second message is that by using Gatorade, it will help you train and get better.
Ever since 1965 Gatorade has been one of the top selling energy drinks in America. Gatorade has come a long way since its start and is now the official drink of several professional sport leagues. The company brings in over three billion dollars worth of revenue every year mostly due to their skill in advertising which is a crucial part of a company of such magnitude and Gatorade is known for their persuasive commercials. In the commercial chosen, several stellar professional athletes give the viewers details of some of their greatest failures. This caused each of them to work harder and become the athlete they are today by training harder and making them more determined. The Gatorade commercial that was chosen is a very effective ad because
We will sell our products throughout well-known hyper markets and online retailers. Since hyper markets are expanding rapidly we are confident that our product will reach out many potential returning customers. During the first year, we will provide samples and brochures informing customers of the nutritional facts of our products. We will also demonstrate the importance of getting enough vitamins and minerals to have a healthy life.
What do the statistics reveal about the product? This reveals that the market for the two products is present, and combining them will result in a profitable business. This paper is a report on targeting and segmenting the new liquor-filled chocolates as a potential business. To begin with, it is crucial to appreciate the meaning of segmentation and targeting, because these two terms lay the foundation for this report. Consequently, segmentation is dividing a market, into groups of consumers with homogenous traits in order to provide each group with the desired product.
Companies utilize different marketing strategies to appeal to their target audience. The methods they use to market their products usually reflects the target audience’s preferences or needs. Gatorade was invented at the University of Florida in 1965 by a team of researchers. They discovered nutrients were not being replenished when the school’s football team competed and formulated a solution to the problem. Today Gatorade primarily targets athletic or physically active individuals, especially professional athletes. Over time, Gatorade has become one of the most popular and leading sports drink companies in the world. Many people recognize what Gatorade is and what they do to help individuals who need the extra replenishment so they can continue
Recently the company sales was hit with a growing demand for low-carb snack bars. Customer preference has changed towards the NRG-A and NRG-B bars and so they want a product with low-carbohydrates in it. Fitter Snacker decides to put a new low-carb bars into the market because of its plans to remain in competition even though it isn’t recording any lost in sales.