Outline
Michael Staub
I was looking at the outline, and wanted to get some things up out in
front. The things that have been posted thus far are great. We can
definitely use some of those sources, that they mention. Some look as
though they're actually reports and presentations, so we obviously
cannot use them, but the sources they site can be invaluable. We have
a company history, we do need to figure out what our business problem
is. I believe that it's entering a new market, in China, that may not
be as openly welcome with the product as we would want. The American
problem is getting Vitamin Water to have a more broad appeal.
Currently Vitamin Water is viewed (from personal research) as a second
runner up to Gatorade. A soft drink like Vitamin Water really doesn't
compete with Coke-a-Cola, but other energy/sports drinks. So we all
need to look at Gatorade (Pepsi Co.), Monster Energy, Red Bull, and
other Sports/Energy drinks. Vitamin Water actually ran a campaign in
2007 that compared the benefits of V.Water with that of Monster and
Red Bull
http://dailybiz.wordpress.com/2007/12/04/vitamin-water-calls-out-the-competition/
So there is what I think is our marketing problem. I'm going to work
on a bunch of stuff today, because of the blizzard, and hopefully get
you all some more information. Keep posting, this stuff is really
informative.
-Mike