Glacéau: Marketing Vitaminwater

 
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG166 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Strategies, Marketing Mix
Case Length : 18 Pages
Period : 2002-07
Pub Date : 2007
Teaching Note : Not Available
Organization : Energy Brands Inc.
Industry : Packaged Water
Countries : US

Abstract:

The case highlights the marketing strategies of US based Energy Brands Inc., maker of the Glacéau range of 'enhanced water' products. Glacéau's Vitaminwater was highly successful and in some markets in the US, it outsold Dasani and Aquafina. Vitaminwater was different from other products, in several aspects including packaging, appearance, labels and ingredients; it was a category creator.

Vitaminwater 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 Glacéau products.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The case also describes Glacéau's unique distribution strategies. Notwithstanding the success of Vitaminwater, industry experts felt that the product may face stiff competition from the established players in the industry like Coca-Cola and Pepsi, which were launching their own line of 'enhanced water' products owing to there growing popularity.

Issues:

» Understand the marketing mix adopted by Glacéau for Vitaminwater

» Critically examine the promotion and distribution strategies for Vitaminwater

» Analyze the factors that helped Glacéau carve a niche for itself in a saturated beverages market in the US

» Examine the challenges Glacéau may face from established players

Contents:

  Page No.
Introduction 1
The Beginning 3
The Marketing Strategies 5
The Road Ahead 9
Exhibits 11

Keywords:

Energy Brands Inc, Glacéau, Enhanced Water Products, Marketing Mix, Packaging, Pricing, Distribution, Positioning, Promotion, US Health and Wellness Industry, Advertising Campaign, Vehicle Marketing Program, Retail Sampling Program, Guerilla Marketing

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