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Water - Essay Example

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The growth in sales slowed down during the economic recession but is expected to skyrocket in the coming years. Functional drinks together with bottled water are projected to be…
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Download file to see previous pages PepsiCo controls the largest share of about 44% of U.S water enhanced market. In 2010, the growth went up to about 85%. In addition, a small share doubled in 2011. Its marketing strategy is similar to the vitamin water. It distributes its products in Walmart stores only and targets nationwide grocery. Its promotion campaign was featured in a skin suit in 2012 sports. Its prices are of the lower range of $4 per 20 Oz bottle 2.
Smartwater is a premium bottled water brand that is a product of Glaceau Company. The brand tries to appeal to health conscious consumers and who want sports beverage that is nutrient rich and has low calories content. The product is electrolyte enhanced, and this gives it a competitive advantage over the tap water. Its main competitors are its cross brands that give the company a huge gain in the market. Companys sales over the past five years have been increasing steadily. Its campaign is using popular celebrities. Its market share is estimated to have been 45% by the year 2000. The company managed to again approximately 20% awareness of its brand within a year 3.
The coca cola company brands vitamin water as enhanced water. In the market, it is the leading enhanced water brand. Its major competitors are the SoBe life water and propel zero products. In 2008, the growth of vitamin water rose up to 8.3%. By the year 2012, the product experienced an annual growth of 12% in the market. The company is predicting huge sales exceeding nine billion dollars due to its large market. Vitamin water distributes its products in Walmart stores only and targets major nationwide grocery stores. Its promotion strategy is “meet your needs” campaign ...Download file to see next pagesRead More
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