marketing channel

[Amber Han]

****Since Facebook is not allowed to use in China, we can use
"XiaoNei" instead. "XiaoNei" is something like Facebook. It is a
social utility that connects people with friends and others, and it's
very popular in China. So far as I know, most of the young people/
teenagers which is out target market are using it. Therefore, we can
use it as one of our marketing channels.

Vitaminwater using social strategy to improve product development.
Vitaminwater launched the new “flavor-creator” Facebook application
which allows fans to create the company’s newest flavor. The
application allows fans to combine popular flavors and even design the
bottle for the drink.

Vitaminwater should use email marketing to alert consumers who are not
current Facebook fans or are not aware of the flavor-creator
application and contest.
o Utilize the consumer email database that parent company Coca-Cola
possesses to publicize the application and contest via email.
 Deploy a large scale campaign to younger consumers from both the
Coca-Cola and Vitaminwater email lists.
• The emails will feature basic details on the contest combined with
the flavor-creator avatar linking to the Facebook application.
• The flavor-creator avatar will be above the fold of the email to
foster more clicks to the Vitaminwater Facebook page.
o The email will be sent on a Tuesday, Wednesday or Thursday to
maximize open rates amongst potential participants.
o Analytics implementation can be leveraged to get granular reporting
on the success of these emails.

• Vitaminwater should leverage the popularity of contest judges Carrie
Underwood and 50 Cent
o Search engine marketing is a great medium to capture fans of the
artists who may not be aware of their involvement with Vitaminwater.
 Purchasing artist-related keywords via Google Ad words (example:
“Carrie Underwood”) will help drive traffic and attention to the
Vitaminwater Facebook page.
• Keywords “Carrie Underwood” and “50 Cent” accounted for well over
one million searches last month on Google alone.
o Vitaminwater should use the popularity of investor/endorser 50 Cent,
to cross-promote the application on his Twitter page.
o 50 Cent has over 1.5 million followers. Semi-regular tweets will
promote and drum up excitement about the application and contest while
providing free marketing for Vitaminwater.
o Produce a mashup utilizing Carrie Underwood and 50 Cent’s most well-
known songs as source material, posting it on the Vitaminwater contest
page and promoting it through 50 Cent’s twitter page as link bait.

[Michael Staub]

That all makes a great deal of sense.I think capitalizing on social
media is a must. Also, coupling that with Star Endorsements, would be
excellent as well. We could maybe use a current endorser or go with
someone new. I'm not sure, what ever you guys want to do with it.

[Amber Han]

yeh I agree with Mike. I think Star Endorsement is also a good idea to
attract consumers to get the product.
We can do that as one of our marketing strategy

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