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. 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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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. Ex

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