(RED) CHALLENGE

Emily CisekJaclyn PackardAlissa Pascale

Amanda TamblingZafirah Zainal

Company InformationGlacéau began in 1996

Added Vitaminwater to its line in 2000

Vitaminwater is Glacéau’s best product

SWOT Analysis Strengths

Draw attention to new flavor & new packaging related to a good cause

vitaminwaterzero is an all-natural zero-calorie beverage

Increase profits & increase donations by linking with (RED)

Weaknesses Several college campuses do not sell Coke products Consumers may not buy Coke products

SWOT Analysis Opportunities

Potential popularity of new flavor Awareness groups & organizations on college

campuses Other Coke product lines could carry a (RED)

product

Threats Pepsi’s SoBe Life Water may enter into the

competition with a (RED) product New lines of flavored bottled water may overthrow

the dominance of vitaminwaterzero

Marketing Objectives1) For the 2010-2011 academic year, our goal is

to raise $100,000 from the US college market for the Global Fund to fight HIV/AIDS in Africa

2) Raise more awareness of (RED) and the Global Fund by reaching 2,000 fans on our Facebook page for the 2010-2011 academic year

Research Design

To research we designed a questionnaire and distributed it to college age students

Research Findings

54%

32%

14%

How Many Times Per Month Do You Purchase a VitaminWater?

0-5 5-10

10 +

Have you heard about the new VitaminWaterZero Product?

yesno

0

5

10

15

20

25

3044%

56%

Are you familiar with the (RED)campaign?

74%

26%

YesNo

If Vitamin Water partnered with an (RED) awareness campaign would you

buy it?

66%

34%

yesno

Product Selection

ProductBottled Water

Flavored Water

BrandSmartWater (Glaceau)Aquafina (PepsiDasani (Coke)

Sobe Life WaterAquafina Flavor Splashvitaminwater (Glaceau)vitaminwaterzero (Glaceau)

Product SelectionVitaminWaterZero

Zero calories Vitamins and MineralsPortrays Healthy LifestyleHelp save lives in less fortunate nation’s whose

people don’t necessarily have the option of a healthy, active life.

Product DesignNew Product Features

New flavor will be red in color and known as (RED)

Bottle will maintain original distinctive shape

Will use colors from the red campaign

Cap can be made of red plastic with (RED) in white lettering

Product DesignSurvivor Stories

Back of bottle will contain picture of individual (RED) has helped

Text underneath picture will contain his or her survivor story

Ties in with Vitamin Water’s usual interesting text on bottles

Stories will come directly from the website

Pricing• Adjusted to the stores that distributes the (RED) vitaminwaterzero.

• Price range from $2 to $3 per bottle. Bryant University’s ‘Cafe A La Cart’ (run by Sodexo) = $2.59 Bryant University vending machines = $2-$3 (depending on building)

• Will sell products to retailers at the price that vitaminwaterzero currently sells its products in bulk.

• We will also let the retailers set the price given the $2 to $3 range in price.

• Rationale:Will encourage consumers to try the new (RED) vitaminwaterzero flavor at no extra cost

Distribution Strategy - Retail• Our product is widely-available and is consumed by a large target

market

• Current distribution places should be maintained

• This includes:- – supermarkets (Target, Stop & Shop, etc)– regular retailers– college campuses (such as bookstores) – gas stations– vending machines

• Rationale: • Convenience in purchase• Easy access • The constant availability of the (RED) vitaminwaterzero will serve as advertising

Communication Strategy• Create (RED) chapters on college campuses

–Hold a semiannual promotional strategy challenge to keep on-campus promotions fresh and intriguing

–Create college campus facebook group “Bryant University for (RED)”• Increase awareness, promote on/off

campus events, meeting, and seminars

– (RED) seminar speaker

2% 32%

38%

10%

18%

Definitely YesProbably YesUndecidedProbably NoDefinitely No

If (RED) had a organization on campus would you join?

Communication Strategy• Commercial

– Celebrity endorser– Lady Gaga – Speaking about the organization with a song of hers in

the background

– Traditional white and red color template

– Liquid visualization that correspond to beats of the song

– Liquid pours in from top of the screen to create symbols such as the continent of Africa, (RED), etc.