Comparison of Branding Strategy of Vitaminwater and V Water.
V WATER and glaceau vitaminwater have different marketing strategies as the latter is already in the growth phase and the former is just entering the growth phase of the product life cycle (PLC). Therefore, the main focus of the marketing strategies of both brands is to promote their products to the targeted market. To not compromise the depth of the analysis, we will look at the 2 most important factors at this stage (in my opinion): product and promotion. We will start off an analysis of the 2 brand positions. From there, we will look at key differences such as product attributes, labelling, and choice of main promotional tool and end off with a comparison of a similar promotion tool: public relations.
vitaminwater goes beyond positioning itself on benefits (‘revive’, ‘spark’) but uses emotional branding to create excitement for its consumers. It goes on to say ‘ahhh home at last. … we have developed a revitalising livener of potassium… feeling like last night never happened.” (Appendix 2) Positioning itself as ‘not your ordinary flavoured bottled water’, vitaminwater is exciting and casual with tongue-in-cheek humor injected in their colourful packaging and wacky pictures in all promotion collaterals. These 2 brands have wide differences in their brand positions. V WATER will appeal to an older group who prefer a plain, casual yet classic brand. Vitaminwater will appeal to a younger group who prefer excitement and vibrancy in their products.
Product attributes
In essence, vitaminwater and V WATER are both water with various dissolved vitamins that claim to provide vitamins and healthier waters to their consumers. Both provide 6 different flavours to the UK market. V WATER’s products focus on the functions it gives to the consumer, for example ‘detox’. On the other hand, vitaminwater focuses on giving people different drinks they need at different times of the days, for e.g. spark is for late nights when people need more lift. Comparing
vitaminwater goes beyond positioning itself on benefits (‘revive’, ‘spark’) but uses emotional branding to create excitement for its consumers. It goes on to say ‘ahhh home at last. … we have developed a revitalising livener of potassium… feeling like last night never happened.” (Appendix 2) Positioning itself as ‘not your ordinary flavoured bottled water’, vitaminwater is exciting and casual with tongue-in-cheek humor injected in their colourful packaging and wacky pictures in all promotion collaterals. These 2 brands have wide differences in their brand positions. V WATER will appeal to an older group who prefer a plain, casual yet classic brand. Vitaminwater will appeal to a younger group who prefer excitement and vibrancy in their products.
Product attributes
In essence, vitaminwater and V WATER are both water with various dissolved vitamins that claim to provide vitamins and healthier waters to their consumers. Both provide 6 different flavours to the UK market. V WATER’s products focus on the functions it gives to the consumer, for example ‘detox’. On the other hand, vitaminwater focuses on giving people different drinks they need at different times of the days, for e.g. spark is for late nights when people need more lift. Comparing