Glaceau Vitamin Water
“Public Relations” Group
IMC Final Project Part II
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MKG 420 Integrated Marketing Communications
IMC Plan: Paper Two
The Analysis of Research
All of our research began by reviewing a number of databases including Mintel
Share Reporter, Business Source Complete, LexisNexis Academic, as well as various
websites like marketingcharts.com, businessinsider.com, statista.com and
vitaminwater.com to gather a good amount of sources to get a better understanding of
the products that Glaceau’s Vitaminwater offers.
When gathering information about Vitaminwater’s market share we used Mintel
Share Reporter to find where Vitaminwater stand within the market of non-alcoholic
beverages. The results were not shocking when we saw that every time Vitaminwater
launches a newer product, their sales greatly increase, showing an increase in the
share of the markets for bottled water, flavored water, and non-alcoholic beverages.
The target market research was easily found through the Mintel Share Reporter.
We discovered that Vitaminwater captures the attention of younger individuals, ages 18
to 24, these consumers are most likely to participate in purchasing products in the
Natural Organic Food and Beverage market. These consumers are full of life, active,
health conscious, image conscious, and adventurous. We found that a number of
athletes and music artists chose to endorse Vitaminwater products by way of magazine
ads in Sports Illustrated, People, USWeekly, InStyle, and Rolling Stone. Athletes such
as retired NBA player Kobe Bryant, David Wright from the New York Mets, and USA
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Women’s Soccer player Megan Rapinoe have all been featured in Vitaminwater’s
various campaigns.
Many celebrities have been featured in Vitaminwater campaigns, the consumers that
are targeted by Vitaminwater are aware of what is going on in pop culture and
Vitaminwater’s advertisements utilize the celebrities that are receiving the most
attention at the time to gain attention from consumers. We were surprised to see that
Vitaminwater targeted individuals that are interested in fashion and design, but Mintel
Share Reports show us that fashionistas and designers are all included in the targeted
group.
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The VALS, Values and Lifestyles, type framework from Strategic Business Insights were
also used in the discovery of Vitaminwater’s target market segments.
We were able to find the psychographics of our targeted consumers from Nielsen
Global Consumer Trend Analysis, showing that millennials are dominating the fitness
classes.
When looking at Vitaminwater’s numbers to come up with a tentative budget, we
looked at Mintel Market Share Reports. We were not surprised at the $1billion dollars in
