5 Year Marketing Project of Energy Water Product
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Five-Year
Marketing Strategy Plan
Glacéau-Vitaminwater
Prepared by,
MKT 2310 (1)
Marketing Management
Group 6
Losia Ho (09019936)
Rachel Ma (09017283)
Maggie Kwong (08026831)
Florence Ng (09012281)
Tsang Hong Ming, Samson (08036810)
Zou Yi (10503102)
Contents
Executive Summary 2
Company Description 3
Strategic focus 4
Situation Analysis 6
Market- Product Focus 11
Marketing Strategy 14
Financial Data and Projections 20
Control and evaluation 22
Executive Summary
Vitaminwater is a product of a privately owned subsidiary of Coca-Cola Company, Glacéau. It aims to provide nutrients drinks to meet people needs throughout the day. Its bottles are colorful, which targets at the youth currently.
To achieve the goal of rising popularity of Vitaminewater in local marketing within 5 years with a consumer expand and sales increase, marketing plan is proposed. Vitaminwater is recommended to expand the target customers to people who concerned with their health, not just the youth in Hong Kong. Thus, repackaging Vitaminwater is essential in attracting potential customers and stand out from other drinks manufactures like Pepsi.
Moreover, Vitaminwater is suggested to engage into different advertisement channels and distribute to different selling locations. Therefore it can increase awareness among Hong Kong people. Ultimately, Vitaminwater improves the sales performance to meet sales target at HK 200,000 by 2014.
Company Description(公司背景介绍)
[pic] [pic]
Energy Brands, Glacéau, is a privately owned subsidiary of Coca-Cola Company based in Whitestone, New York City that manufactures and distributes various lines of enhanced water. It was founded in May 1996. With an electrolyte enhanced line of water called Smartwater, Energy Brands initially distributed its products to health food stores and independent retailers in the New York area. Adding Fruitwater and Vitaminwater to its line in 1998 and 2000, respectively, the
Five-Year
Marketing Strategy Plan
Glacéau-Vitaminwater
Prepared by,
MKT 2310 (1)
Marketing Management
Group 6
Losia Ho (09019936)
Rachel Ma (09017283)
Maggie Kwong (08026831)
Florence Ng (09012281)
Tsang Hong Ming, Samson (08036810)
Zou Yi (10503102)
Contents
Executive Summary 2
Company Description 3
Strategic focus 4
Situation Analysis 6
Market- Product Focus 11
Marketing Strategy 14
Financial Data and Projections 20
Control and evaluation 22
Executive Summary
Vitaminwater is a product of a privately owned subsidiary of Coca-Cola Company, Glacéau. It aims to provide nutrients drinks to meet people needs throughout the day. Its bottles are colorful, which targets at the youth currently.
To achieve the goal of rising popularity of Vitaminewater in local marketing within 5 years with a consumer expand and sales increase, marketing plan is proposed. Vitaminwater is recommended to expand the target customers to people who concerned with their health, not just the youth in Hong Kong. Thus, repackaging Vitaminwater is essential in attracting potential customers and stand out from other drinks manufactures like Pepsi.
Moreover, Vitaminwater is suggested to engage into different advertisement channels and distribute to different selling locations. Therefore it can increase awareness among Hong Kong people. Ultimately, Vitaminwater improves the sales performance to meet sales target at HK 200,000 by 2014.
Company Description(公司背景介绍)
[pic] [pic]
Energy Brands, Glacéau, is a privately owned subsidiary of Coca-Cola Company based in Whitestone, New York City that manufactures and distributes various lines of enhanced water. It was founded in May 1996. With an electrolyte enhanced line of water called Smartwater, Energy Brands initially distributed its products to health food stores and independent retailers in the New York area. Adding Fruitwater and Vitaminwater to its line in 1998 and 2000, respectively, the