History of the brand
Eva Cordova
Energy Brands was founded in May 1996 in Whitestone, Queens, New York
by J. Darius Bikoff. The brand was created when Bikoff felt sick and
took Vitamin C along with mineral water—being inspired to combine the
two together. He created “a new approach to bottled water that is
inspired by nature and enhanced by science” (http://www.glaceau.com/
index.php?section=contact). Under this brand, he founded four
different products, Smartwater, Fruitwater, Vitaminwater, and
Vitaminwater Zero. Vitaminwater was launched in 2000, becoming the
most successful out of the four products. It includes a number of
vitamins, along with other ingredients that are added according to the
flavor and intended purpose of the drink. Vitaminwater was first
introduced to smaller independent natural food stores and mom-and-pop
stores around New York, before being distributed state-wide. By 2002,
Glacéau became the top selling brand of enhanced water. In May 2007,
Energy Brands took the controversial step to be purchased by the Coca-
Cola Company as an independent subsidiary. In 2008, Energy Brands
began to launch products, including Vitaminwater, in the United
Kingdom with France following in 2009 . Today, they continue to lead
the industry with natural, low and zero calorie beverages being
distributed nationwide, with offices in 37 countries. Vitaminwater
currently has 13 flavors out and a Vitaminwater Zero extension.
(Sources: http://www.glaceau.com, http://en.wikipedia.org/wiki/Energy_Brands)
Victoria Holtz
from the $55 million spent in 2008 and $50 million spent in 2009.
Ad Agency- MDC Partners’ CP&B
Copy strategy- Newest campaign is for Vitamin Water Revive title
“You’re Up” for TV, digital, and out of home targeted at college
students and young adults looking for a pick-me-up after a long night
of partying. Last Summer’s campaign featured NBA star Steve Nash.
(http://adage.com/article/agency-news/coca-cola-s-vitaminwater-turns-
cp-b-advertising/227351/)
Tyler Bechstein
Vitamin Water
Category: Enhanced Beverage
Market Share: 60% (End of March 2010)
· The full enhanced beverages market garners $6 million in sales
· 60% of that is about $3.6 million overall
o $400,000 per flavor (End of March 2010) (9 flavors)
o Currently there are 16 flavors (including “Zero” versions)
Market Trends: Growing, but slowing down. Market saturation not reached, but getting close.
Concerns: Large concern over cannibalism due to sheer variety of flavors with high overlap. 60% of overall sales (20oz bottle size) made up by top four flavors (XXX, Focus, Multi-V, Essential). Many stores only stock those flavors to conserve shelf space.
Sources:
http://bevwire.wordpress.com/2010/07/12/is-more-vitaminwater-coming-to-canada/
http://bevwire.wordpress.com/2011/06/13/vitaminwater-spark-yet-another-flavor/
https://www.vitaminwater.com/ourproducts
Tyler Bechstein
Jonas,
We discussed it Wednesday - Vitamin Water isn't working out, we don't have a compelling goal.
We're going to try and have alternative products on Monday, so keep your eyes peeled for new ideas.
~Tyler
Eva Cordova
So here is what we talked about at the meeting on Wednesday for alternatives brands.
Breakfast Coffees: Dunkin' Donuts
Competition: McCafe, Krispy Kremes, and BK Joe.
Key Fact: Not enough branching out
Pizza: Round Table
Competition: Pizza Hut, Dominoes
Key Fact: The last Gourmet, family sit in pizza in a market of pizza to go.
Airlines:
Competition: Virgin Airlines, Southwest, United
Key Fact: Whichever airline we decide on is in a market of all airlines that have different promotions and tons of marketing.
Email if you have any suggestions or what not!
- Eva