Vitamin Water

In: Business and Management

Submitted By faizanmak1
Words 3299
Pages 14
VITAMIN WATER
VITAMIN WATER
VITAMIN WATER
VITAMIN WATER
Executive Summary
Executive Summary
Group Members:

Faizan Makhdoom
Sarah Waheed
Rutba Gabool
Mehak Masood
Group Members:

Faizan Makhdoom
Sarah Waheed
Rutba Gabool
Mehak Masood

VITAMIN WATER
Executive Summary

This term report is a compilation of our research based on a lengthy interview taken from the Brand and Category Managers of Vitamin Water by Searle. In this report we explored factors that have led the brand to build its equity since its introduction in 2013. It was initially introduced as an Enhanced Water product with 6 essential vitamins and minerals and came in only 5 flavors. It is the only Enhanced Water category product that exists in Pakistan. This is where it has gotten an edge over its competitors. However, they believe that the target market is still unaware of what the product exactly is, despite of being aware of the Brand’s existence.

Currently, Vitamin Water is at its introductory phase where it is looking to generate leads and educate its audience about the Enhanced Water Product category. They have started conducting researches for long-term plans and to evaluate their existing market performances. They believe that in the next 5 years, Vitamin Water is likely to have a larger share in the market, especially when people are more aware of it category rather than its existence.

Table of Contents Introduction to vitamin water 3 Consumer Based Brand Equity 3 Brand Salience 3 Brand Performance 4 Brand Imagery 4 Brand Judgments 4 Brand Feelings 4 Brand Resonance 5 Positioning 5 Target market 5 point of parity and point of differentiation 5 Vitamin Water's Brand Mantra 6 building brand equity using brand name, logos and symbols, characters, slogans, jingles and packaging 6 Product strategy 7 PRICING STRATEGY 7 DIStribution channel…...

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