Glacéau: Marketing Vitaminwater
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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 |
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MKTG166 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Marketing Strategies, Marketing Mix |
| Case Length |
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18 Pages |
| Period |
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2002-07 |
| Pub Date |
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2007 |
| Teaching Note |
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Not Available |
| Organization |
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Energy Brands
Inc. |
| Industry |
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Packaged Water |
| Countries
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US |
Abstract:
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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.
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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:
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
Glacéau: Marketing Vitaminwater
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