A step further from flavored water is flavored functional water which is not Just tasteful and low-calorie but presents a beneficial physiological effect on human health and well-being through various functional ingredients specifically vitamins and minerals. Today's bottled water is no longer Just simple clear water.
Store shelves and vending machines are filled with plain and so- called fitness waters, full of vitamins, minerals, and herbal ingredients. Beverage companies are tapping into the newest niche product, enhanced waters that advertise health benefits beyond plain hydration.Some categorize themselves by flavor or ingredients (Pear Cucumber, a-power), others by perceived benefit (Focus), and still others by target audience (Women's Health). (Bayle, 2007) More companies are starting to infuse their water with vitamins and electrolytes.
Glace Vitamin Water is a new product that is starting to become more popular. It is similar to Storage because it does contain plenty of electrolytes, but it does not contain high fructose corn syrup, and Storage does.Glace Vitamin Water new product Mellow is an addition to Glace Vitamin Water's product line. Mellow featured ingredients are L-thiamine and Melatonin.
L-thiamine is a natural relaxant found in green tea which reduces stress, improves the quality of sleep, diminishes normal symptoms of MS, heightens mental acuity and reduces negative side effects of caffeine. Melatonin is a hormone produced naturally by your body that helps you fall asleep ND maintain a regular sleep cycle and it also comes in synthetic supplements. WebMD) Mellow will Join Glace Vitamin Water's current product line-up with names like Power-C (dragon fruit vitamin c + terrine), Revive (fruit punch b vitamins + potassium), Focus (kiwi-strawberry vitamin a + eluting), Formula 50 (grape 50% of daily dose of vitamins), Defense (raspberry-apple vitamin c + zinc), Energy (tropical citrus b vitamins + Guarani), Spark (grape-blueberry vitamin e + cooling) and Connect (black cherry-lime caffeine+ 8 key nutrients). (Glace Vitamin Water. Org) GlaceVeterinary has advanced into a product that is able to get shelved with the large non-alcoholic beverage industry leaders such as Pepsi and Coca-Cola. With hundreds of similar beverages available it is not very easy to get into the competition.
Understanding-USA. Com cited that Coca-Cola plans to introduce a new line of bottled water called Disdain Underwater, taking on arch-rival PepsiCo own enhanced Aquifer. (Understanding-USA) These drinks will make the two companies major competitors of Glace Veterinary in an innovative category of bottled water with added flavoring or health benefits.Coca-Cola's Disdain Underwater includes Lemon Tangerine with calcium, for bone strength as well as magnesium and B vitamins. Other product offerings will be Pear Cucumber with B and C vitamins needed for balancing , Mandarin Orange enhanced with vitamin C and zinc needed for immunity' and Wild Berry' multivitamin version with B, C and E vitamins.
(Understanding-USA) Aquifer Alive is a new line of enhanced water beverages contains caffeine, a-vitamins, and O calories. Satisfy boasts 10% of your daily fiber and only 10 calories.Protect is a O-calorie source of E and C vitamins. Aquifer Olive's tagging states "Aquifer Alive Wellness's helps replenish and cleanse your body to help you feel your best.
With only 10 calories per serving, a splash of real Juice and E and B vitamins, Aquifer Alive is a simple thing you can do for your healthy lifestyle. Make Your Body Happy. Drink Aquifer Alive. " (aquaplane.
Com) Another strong competitor of Glace Veterinary is Storage. Storage is a flavored non- carbonated sports drink manufactured by the Quaker Oats Company, a division of PepsiCo.In 2000, Storage introduced Propel Fit Water a new brand of vitamin- enhanced Propel Fitness Water; its Thirst Quencher series with names like Rain, Frost, and Fierce; and its Performance series, sold under the brand name Endurance. Propel has the same electrolytes as Storage, along with vitamins A, D, E, and K. Storage has a dominating influence in the sports drink industry. The company has had a sustainable competitive advantage for over 40 years by means of constant product innovation.
By repeatedly analyzing its marketing environment, the company has been able to maintain their advantage, keep their share of markets, and capture shares of new markets. One of Storage's most significant strength's is its commanding share of the active thirst market, approximately 80%. (Portfolio. Com) This makes Storage a cash cow for the Pepsi Company. As evident by its extraordinary share of the market, Storage is an exceptionally popular product and has excellent brand recognition and loyalty.This could prove to be a substantial threat to Glace Veterinary new product Mellow.
The final competitive entry for Glace Veterinary Mellow in the Vitamin water category is Vitiates. Vitiates Vitamin & Fruit Enriched Water is a unique drink that has no carbohydrates, calories, sugar, artificial colors, preservatives or caffeine. It is offered in eight flavors: Blueberry, Mango Cherry, Kiwi Strawberry, Pomegranate, Lemon Lime, Passion Fruit, Peach Melon and Orange. Each bottle contains 10 essential vitamins and minerals, with up to 125 percent Vitamin C in some flavors.
According to Scott Abramson, Vice President Sales & Marketing for Vitiates Vitamin & Fruit Enriched Water, Nattiest is a great choice for the health conscious consumer. The broader appeal of Vitiates means that the drink is successful with a wide range of consumers. It is popular with 8-65+ year olds at gyms and fitness centers, workers at lunch at corporate dining rooms and at deli counters, moms buy it for their children's lunch boxes, diabetics and others with clinical conditions that require restriction of sugar in their diet seek it out, and a host of other types of consumers.Buyers of Vitiates include those seeking to purchase a healthy, delicious and refreshing drink for themselves and other family members and shoppers with specific health goals such as weight loss, and those interested in reducing intake of unhealthy ingredients such as sugar, carbohydrates, fat, caffeine or chemical preservatives. Many consumers are following the advice of health practitioners when they purchase Vitiates.
" (Vitiates. Com) Because most of these products have similar packaging labels and ingredients, and are strong market competitors, Glace Veterinary new product Mellow will have to prove that is a more than Just a fad.Product Description Glace Vitamin Water new product Mellow is an addition to Glace Vitamin Water's product line. Mellow featured ingredients are L-thiamine and Melatonin. L-thiamine is a natural relaxant found in green tea which reduces stress, improves the quality of leap, diminishes normal symptoms of MS, heightens mental acuity and reduces negative side effects of caffeine. Melatonin is a hormone produced naturally by your body that helps you fall asleep and maintain a regular sleep cycle and it also comes in synthetic supplements.
Potential-Market Description Goals Company's Mission Glace mission is market lines of high-quality functional beverages at premium prices to satisfy consumers in this fast-growing beverage segment while providing challenging career opportunities for employees and above-average returns to stockholders. Galaauk's Veterinary mission is to provide you with responsible hydration options that are natural, free of sodium, artificial sweeteners and chemical preservatives. Vitamin Water provides consumers with a new variety of healthy drinks. Our fresh look at nutrients gives drinkers specific qualities in their beverage.We take the best of both worlds and state that our new product Mellow is "inspired by nature, enhanced by science".
Consumers will soon agree that from everything to the product, to the marketing design of the bottle Glace offers a drink that cannot be imitated by others. Vitamin Water's core competency is our extraordinary product. Although there are other drinks that are vitamin enhanced, Glace has made a product that contains some if not, all of your daily vitamins. Vitamin Water holds everything from vitamins A to Z, all at only 50 calories per serving.Consumers will be able get their daily vitamins while enjoying the sweet taste of this drink. Industry trends continue to show that health and nutrition have become major marketing strategies in the sale of beverages.
The growing appeal of enhanced or fortified waters and Juices, as well as the popularity of fruit-juice smoothies, the strength of n upscale market for Clause's products, and food-processing technological breakthroughs that make it easier to create new beverages for ever-changing consumer tastes. We believe our customers are the core of everything we do; without them, our company has no reason to exist.We will engage with our suppliers to build brands and surpass our mutually-agreed upon goals by consistently excelling at retail. We are determined to win while encouraging and supporting a healthy work- life balance.
We will be an active, positive influence in the communities where we live and work by dedicating our time, resources, and support. Glace beverages are generally for all consumers. However, Mellow targets specific consumers. Glace Veterinary plans to market Mellow to people of all ages, occupations and lifestyles.
Our consumers focus will range in age of 16-55, active people who are passionate Galaauk's Veterinary will aggressively market our products as a healthy alternative to soda. The Vitamin Water website will also accommodate customers with description of new flavors and different beverage lines they have out. By positioning our products in many stores and online we welcome everyone to enjoy our unique beverages. Guidelines Glace Veterinarian's marketing communication mix consists of advertising, public relations, personal selling, sales promotion, and direct marketing tools, which are all basic but important traits to a company.Veterinarian's impressive marketing uses light hearted sarcasm and humor to describe our products in order to make a relationship with the customer.
Glace Veterinary currently uses Backbone as our official promotional site as well as Youth. Glace Veterinary uses Cost- Based pricing. We set the price of our beverages based on the costs for production, distribution, and the cost of selling. Veterinary is fairly priced $1. 89 for a 20 oz bottle.
(Net Grocer. Com) Glace plastic bottle features an abstract art design in bright colors.The color combinations are coordinated with the ingredients and health benefits. The danger is that Clause's premium prices may limit access to mass markets, and new labeling laws may limit marketing initiatives. However, Coca Cola's equity stake in Glace will help in its objective to increase its distribution. With Coca Cola's strong, established reputation and distribution system, Glace will be able to gain entry into new markets, new food retailers, and food service operations.
Glace has specific marketing and financial objectives for the coming year.These objectives will help Glace accomplish the goals established in its five- year plan. Marketing objectives ; Enter three new metropolitan markets in the next year in an effort to achieve national distribution in supermarkets. ; To enter the food service industry this year with at least three accounts.
; To add a new product this year as part of its plan to add at least one new product each year for the next five years. ; To increase market share by 10 percent by the end of this year in order to achieve the company's goal of 5 percent market share in the serviceable beverage market within five years.Financial objectives ; To obtain a real (inflation-adjusted) growth in earnings per share of two percent in the coming year. ; To obtain a return on equity of at least five percent in the ; To increase total sales by 20 percent in the coming year compared coming year. To last year's sales of the same period.
Product Elements ; Glace Veterinarian's new product line Mellow featured ingredients are L- thiamine and Melatonin. L-thiamine. ; Vitamin enhanced water with natural ingredients. ; Contains 125 calories per 20 oz bottles with no sodium.
Glace plastic bottle coordinated with the ingredients and health benefits. From a design standpoint our packaging is simple, bold, and stable and catches the eye of the passer-by. The bottle looks "cool" and catchy therefore creating intrigue and likely sell-through. The use of black and white on the label allows the range to look whole and allows the individual colors of each flavor to actually stand out. The Sans-serif font is clear and well contrasted with the background.
The use of no uppercase characters adds to the whole brand image of being cool, trendy, and hip.Glace plans to appeal to the nonuser using our vivid color schemes of the packaging and design of the label. The intent is to trigger a sense of freshness and clearness that often escapes other flavored water bottles. Clause's regular line of beverages is positioned as a premium functional beverage that has health benefits not found in other, less-expensive brands. Its low-calorie line is positioned for weight and health conscious females who expect a delicious low-carbohydrate beverage without the calories found in sugar and related sweeteners.Mellow will be positioned in similar fashion.
Pricing Strategies Clause's products carry a premium price. However, research indicates that there is a positive trend in premium-priced food products and beverages. (Beverage Marketing Corporation) Clause's enhanced water drinks have suggested retail prices ranging from 1. 19 to $1. 49 for bottles. This price range is line with major competitors.
For 20-fluid-ounce bottles, competitors' retail prices are as follows: Fruition's, $1. 19; and Sobs Energy, $1. 29.Z Clause's targeted consumers who were ready to pay a premium for healthy alternatives to soft drinks.
It defended the higher price citing the higher value that the product provided. With the rising demand for attain water, there were several instances of the products being sold out within no time. At the same time, the company was trying to increase its shelf space among the retailers in the United States. Clause's Veterinary was also facing a challenge from some exclusive stores, which provided specialized products with natural ingredients and lower calories.
With the capital infused by the Data Group, analysts stated that Clause's would be able to expand its operations further and could consider entering international markets. By 2011, GalaAU was estimated to be a US$ 10 billion company. (businesslike. Com) THE LEADING VALUE-ADDED WATER COMPANIES AND BRANDS Coca-Cola Company Glace Disdain with Flavors Fuzz Beverages PepsiCo Propel Sobs Lifesaver Aquifer Flavorings Sunny Delight Beverages Channel and Distribution Strategies Clause's Veterinary brand's marketing mix is very consistent to what the consumer wants.
With price Veterinary is available.The newest product Mellow will serve the needs of its targeted consumer. Clause's Veterinary was highly successful and in some markets in the United States, it outsold Disdain and Aquifer. Veterinary was unlike other products, in several characteristics including snacking, appearance, labels and ingredients; it was a category creator. Veterinary was promoted through Vehicle Marketing Program, Retail Sampling Program, banners & posters, and 'Campus Ambassadors,' a college outreach program. By 2006, several famous celebrities from sports and entertainment arena endorsed Clause's products.
Section 4 - Marketing Plan Goal Increase brand recognition and product sales conversion with influences in the millennial audience. Challenge The idea of vitamins and water is unfamiliar to the youth audience. Glace will need to change consumer perceptions to gain share of a highly saturated market. Solution Develop an immerse word of mouth marketing program for Glace that targets teens and young adults where they thrive.
Clause's Veterinary Mellow brand's marketing mix is very consistent to what the consumer wants.With price Veterinary is available. The newest product Mellow will serve the needs of its targeted consumer. Clause's Veterinary was highly successful and in some markets in the United States, it outsold Disdain and Aquifer. Veterinary was unlike other products, in several characteristics including packaging, appearance, labels and ingredients; it was a category creator. Veterinary was promoted through Vehicle Marketing Program, Retail Sampling Program, banners & posters, and 'Campus Ambassadors,' a college outreach program.
By 2006, several famous celebrities from sports and entertainment arena endorsed Clause's products. (www. Glace. Com) Glace Veterinary scrapped our entire website and made our company's Backbone page our new homepage. All traffic from Veterinary. Com is now directed to Backbone, where visitors can easily become a fan and interact genuinely with our brand.
The company's television ads also promote the Backbone URL as the place to interact with Veterinary online. (veterinary. Mom) Immerse the Glace Veterinary Mellow brands at concerts, events, clubs, and malls across the nation.
