Marketing Communication Mix

The Marketing Communication Mix consists of advertising, public relations, personal selling, sales promotion, and direct marketing tools, which are all basic but important traits to a company.
Vitamin Water expresses marketing communication in a different tone. As you may have seen on their bottles or even their website, Vitamin Water uses light hearted sarcasm and humor to describe their products and make a relationship with the customer.
Advertising: Vitamin water has various television commericals such as http://www.youtube.com/watch?v=sk4cmFRCN6g Most of their commercials also involve major celebrities, this commerical included, rapper 50 cent, singer Carrie Underwood, Dwight Howard. Magazine ads that Vitamin water offer look like this .. Vitamin Water also has a very vibrant website http://vitaminwater.com/
Public Relations: VW offers their public relations page found under "Corporate Stuff" on their homepage. This section of the website allows consumers to view VW's news and offers phone numbers that the consumer may call if they have questions or concerns.
Personal Selling: What many people may not know is that Vitamin water is own by the Coca- Cola company, so where ever you can find Coca Cola you can find Vitamin water. Vitamin water has many retailers that promote their product, and sales.
Sales Promotion: While Vitamin Water is not an expensive product it goes on sale regularly. Stores will promote these sales by placing ads for VW in their weekly circular.
Direct Marketing Tools: Vitamin Water is found at almost (if not all) convenient stores as well as regular grocery stores. Their unique blend of strongly flavored and colored water and nutrients sets Vitamin Water apart from regular flavored water or energy drinks.

Pricing strategies used by Vitamin Water

I believe Vitamin Water uses Cost- Based pricing. I think they set the price of their beverage based on the costs for production, distibution, and the cost of selling. My opinion is that Vitamin Water is fairly priced, as of April 13th, according to Net Grocer.com, Vitamin Water is priced at $1.89 for a 20 oz bottle. I think Vitamin Water end their prices in a 9 because it seems cheaper to the consumer because it is not rounded to a full dollar amount. Vitamin Water has also started to sell their beverages at Product bundle pricing. They have begun to sell 6 to 15 bottles in a variety of flavors in one package.
Distribution:
Vitamin Water's exposure is growing rapidly, it was once only found in Queens New York, but now is found almost anywhere. They now have a flavor backed by rapper 50 cent. Their shelf space is often found between fruit juices and flavored waters and they are seen in more and more stores. Their website offers a search engine that will find you stores in your specific area that carry any particular Vitamin Water you might love.
http://www.glaceau.com/ - check under the " Get Some" tab to find Vitamin Water near you!

Target Markets

Vitamin Water's main consumers are usually younger. Even though Vitamin Water markets to people of all ages, occupations and lifestyles, their consumers often range in age of 15-25, single and very often, happen to be students.
Vitamin Water is usually purchased by active people who are passionate about their health. These gregarious and ambitious consumers loves Vitamin Water because Glaceau combines traditional fruit flavors with enough vitamins to plenish daily value. Consumer's attitude toward Vitamin Water is seemingly positive because they offer such a wholesome and natural.

Vitamin Water's Positioning

Vitamin Water is a delicious refreshing beverage that anyone can drink. It is easily located at all convenience stores and some food stores. Glacea gives you a high quality taste at an everyday value. Since it is sold in most stores it is easily found for when you are on the go! The Vitamin Water website also accomodates customers with description of new flavors and different beverage lines they have out. By positioning their products in many stores and online they welcome everyone to enjoy their unique beverages.

Mission Statement

Vitamin Water provide consumers with a new variety of healthy drinks. Their fresh look at nutrients gives drinkers specific qualities in their beverage. They take the best of both worlds and claims their drink is "inspired by nature, enhanced by science". Everyone can agree that from everything to the product, to the marketing design of the bottle Glaceau offers a drink that cannot be immated by others.

Core Competency

Vitamin Water's core competency is their unusual product. Sure, there are drinks we've seen before that are vitamin enhanced, but Glaceau has made a product that contains some if not, all of your daily vitamins. Vitamin Water holds everything from vitamins A to Z, all at only 50 calories per serving. Consumers get their daily vitamins while enjoying the sweet taste of this drink!

This Vitamin Water blog is a project for my marketing class.I will be closely following the glacéau company. Drink more Vitamin Water :)
I hope you enjoy my blog!