Professional Challenge Paper
Glaceau VitaminWater Mellow
Section 1 – PIC
More companies are starting to infuse their water with vitamins and electrolytes. Glaceau Vitamin Water is a new product that is starting to become more popular. It is similar to Gatorade because it does contain plenty of electrolytes, but it does not contain high fructose corn syrup, and Gatorade does. My new product idea will be Mellow an addition to Glaceau Vitamin Water’s product line. Mellow featured ingredients will be L-theanine and Melatonin. L-theanine is a natural relaxant found in green tea which reduces stress, improves the quality of sleep, diminishes normal symptoms of PMS, heightens mental acuity and reduces negative side effects of caffeine. Melatonin is a hormone produced naturally by your body that helps you fall asleep and maintain a regular sleep cycle and it also comes in synthetic supplements. (WebMD) Mellow will join Glaceau Vitamin Water’s current product line-up with names like Power-C (dragon fruit vitamin c + taurine), Revive (fruit punch b vitamins + potassium), Focus (kiwi-strawberry vitamin a + lutein), Formula 50 (grape 50% of daily dose of vitamins), Defense (raspberry-apple vitamin c + zinc), Energy (tropical citrus b vitamins + guarana), Spark (grape-blueberry vitamin e + choline) and Connect (black cherry-lime caffeine+ 8 key nutrients). (Glaceau Vitamin Water.org)
Mellow’s target market will focus on consumers who have difficulty falling asleep and prefer natural ingredients and the consumer who has disrupted sleep patterns. A sleep disorder exists whenever a lower quality of sleep results in impaired functioning or excessive sleepiness. Studies suggest that sleep disorders affect 50 to 70 million Americans, affecting between 6 to 12 percent of the adult population. In addition to the adult population, difficulties initiating and maintaining sleep are very common in children, affecting about 15 to 25 percent of this population. (Grustein, 2002) Stress, anxiety and “busy brain,” have become standard to our daily existence. L-theanine might be the solution.Melatonin is used for numerous conditions but has shown the most promise in short-term regulation of sleep patterns, including jet lag. (WebMD)
Section 2 – Competitive Market Research Report
New Product Idea
Consumers worldwide are becoming more and more health conscious. This is why there is an increasing demand for healthier products. Flavored water as a part of a large non-alcoholic beverages market combines the healthy image of plain water with full taste and flavor of soft drinks. A step further from flavored water is flavored functional water which is not just tasteful and low-calorie but presents a beneficial physiological effect on human health and well-being through various functional ingredients specifically vitamins and minerals. Today’s bottled water is no longer just simple clear water. Store shelves and vending machines are filled with plain and so-called fitness waters, full of vitamins, minerals, and herbal ingredients. Beverage companies are tapping into the newest niche product, enhanced waters that advertize health benefits beyond plain hydration. Some categorize themselves by flavor or ingredients (Pear Cucumber, B-Power), others by perceived benefit (Focus), and still others by target audience (Women's Health). (Boyle, 2007) More companies are starting to infuse their water with vitamins and electrolytes. Glaceau Vitamin Water is a new product that is starting to become more popular. It is similar to Gatorade because it does contain plenty of electrolytes, but it does not contain high fructose corn syrup, and Gatorade does. Glaceau Vitamin Water new product Mellow is an addition to Glaceau Vitamin Water’s product line. Mellow featured ingredients are L-theanine and Melatonin. L-theanine is a natural relaxant found in green tea which reduces stress, improves the quality of...
References: Boyle, E. Aquafina. Alive Wellness Water Vs. Propel Fitness Water: A Vitamin Drink Comparison. May 09, 2007. www.associatedcontent.com/user/54386/emily_boyle.html. Retrieved June 5, 2010.
Crawford, C. M., & Di Benedetto, C. A. (2008). New Products Management (9th ed.). New York: McGraw-Hill Irwin.
Dubac, R.M. The Water Revolution: Glaceau Vitamin Water and the New Super Waters. November 05, 2006. Retrieved June 6, 2010
Roller L. Treating sleep disorders 83. 2002:443-7.
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