Marketing Plan 2014Final Project Intrax

Lizandra Diani TellesSeoyeon Jeong

Yuto Takeda

INDEX1. Background

2. Strategies and tactics

3. Target Market Segmentation

4. Marketing Mix Strategies – 4Ps

5. Detail of Promotion

6. Conclusion

Sparkling water with flavor for kids

Kids WaterKids Water is a extension product by

Nestlé Company

Nestle’s Drinks

Opportunities for Kids Water

People are worrying more about health

Developing a new childcare brand in water market

There are many competitors. But they all target adults

Sparkling water market is growing rapidly

Comparing both growth rates

4%7%

16%

34%

2011 2012

the whole market sparkling water

Sited from; http://www.forbes.com/sites/greatspeculations/2014/01/14/coca-cola-eyes-growth-in-the-sparkling-bottled-water-market/

private label

25.6%

Ice Sparkling

19.4%perrier14.7%

san pellegrino

12.4%

la croix6.4%

crystal geyser3.3%

topo chico3.1%

poland spring2.5%

cascade ice

2.4%

arrowhead2.2%

others8.0%

2013 bottled sparkling water market share

Each retailer makes private brand product

The competition

Major water companies, Coca Cola and Pepsico joined competition

from last year

Sited from; http://www.bevindustry.com/articles/86818-sparkling-water-outpaces-bottled-water-category

sparkling ic

19.4%

Nestle19.4%

San pellegrin

o12.4%La croix

6.4%

crystal geyser3.3%

Topo Chico

3.1%

Cascade Ice

2.4%

private label

25.6%

others8.0%

2013 bottled sparkling water market share(individual company

9.6%

25.9%

15.6%

21.0%19.4% 19.4%

12.4%

25.6%

2012-2013 transition of market share

2012 2013

NESTLE is losing market share

The competition

Sited from; http://www.bevindustry.com/articles/86818-sparkling-water-outpaces-bottled-water-category

Sparkling water market has potential

Consumer accepts higher price

for sparkling water than still water

The price is higher than still water(In Amazon)

Still water• Nestle Bottled Water 24 bottles(16.9oz) $8.63

Sparkling water• Perrier water 24 bottles(16.9oz) $27.63

private label

25.6%

Ice Sparkling

19.4%perrier14.7%

san pellegrino

12.4%

la croix6.4%

crystal geyser3.3%

topo chico3.1%

poland spring2.5%

cascade ice

2.4%

arrowhead2.2%

others8.0%

2013 bottled sparkling water market share

Each retailer makes private brand product

The competition

Major water companies, Coca Cola and Pepsico joined competition

from last year

Sited from; http://www.bevindustry.com/articles/86818-sparkling-water-outpaces-bottled-water-category

• To grab market share• Become market leader of sparkling water

market• Increase the sales of Nestle Company

• Marketing Development Strategy • To expand market share of bottled sparkling

water not for adults but for children

Objectives

Strategies

Target Market Selection

Characteristics

Location

Attitude

Family with young children(under 12)

In USA

The parents who take care of their children`s health

- minerals, potassium, vitamins and magnesium

PRODUCT <Kids Water>

• 4 Flavors

•Ingredient- NO added color・ transparent

- ZERO caffeine ZERO calories ZERO sugar

25%

26%37%

5%1%2%

4%

Why do you think so?

soft drinks contain chamicals

soft drinks have higher calories

water is betterr for health

bottled sparkling water contains chemicals

the taste of bottled sparkling water is not good

the sparkling sounds unhealthier

others

9%5%

86%

Which drink do you think is healthier?

soft drink

same

bottled sparkling water with flavor

Researched from Survey Monkey (84 people did)

PRODUCT <Kids water>

• Label Design

– “NO caffeine, NO sugar, NO calories”

– Put the information of ingredients on the label

• Trade Character

– Dolphin

Background color willbe changed depending on flavors

PRICE(Based on result of Survey Monkey)

12 =$16.20

18 24 =$26.40=$21.60

$1.501 =($1.35 each)

($1.20 each) ($1.10 each)

60

36

13

10

0

42

4

super market

convenience store

restaurant

wholesale

E-commerce

grocery store

others

Usually, where do you buy drinks?(in survey monkey & field study)

PLACE

People don’t want to buy many bottles and keep

them in the house

People demand to buy them quickly, conveniently in any

time

Intensive distribution is

best way for our product

(Based on result of Survey Monkey)

PLACE

SOFT DRINK

YOGURT

WATER

ICE CREAM

KIDS WATER

WATER

PLACE

Promotion

For parents

Advertising Public Relations

Personal Selling Sales Promotion

Website(including childcare

information)

TV-commercial（Negative-PR)

Taking Event(related to family)

Coupon campaign

Magazine(Introducing our

product)

trying taste event

(in supermarket)

PROMOTION MIX TACTICS

DonationFor children

Advertising• Focus on TV

– TV is and than other media(in morning and in night)

more trustworthy the most watched

Advertising• Focus on TV

– Negative PR – CM• Explain the differences between

soft drinks and our product

– Product Placement• Support TV-drama to show our

product on TV-drama

• Magazines– Trustworthy

– Only our target segment buy the magazine

website

Product information

Blog function

Web network(public relations and advertising)SNS

Other famous

Web holderExpand the access

PARENTS

advertising

advertising

Make the good image for us

Convey informationWrite the article

(related to childcare, soft drinks)

Put the linksto other website related to

childcare

Public relations

DONATION for children

Holding the event about childcare

Cocking class events

Gather the parents Invite the specialists and talk

about childcare

To gather the parents and support their childcare

GOOD ASSOCIATIONS FOR PARENTS

Personal selling & Sales Promotion– COUPON CAMPAIGN

• Cooperate with retailers

• Parents are taking care of the cost of living

– SAMPLE EVENT

• In super market

• In school cafeteria

TV45%

MAGAZINE5%

WEB

・SNS15%

event15%

donation5%

personal selling10%

Breakdown of budget for promotion

Conclusion

• Focusing on children and parents

• It can be our strength

• It is our differentiation

• This segment can be our heavy-half

Thank you

• http://www.sugarydrinkfacts.org/resources/SugaryDrinkFACTS_Ranking_AdvertisingSpending.pdf

• http://www.forbes.com/fdc/welcome_mjx.shtml• http://www.gcmarketingservices.com/index.php/2012/10/

product-samplers-sparkling-ice-promotions/• http://www.statista.com/statistics/188312/top-bottled-

still-water-brands-in-the-united-states/• http://econintersect.com/b2evolution/blog1.php/2013/09/

20/online-ads-lack-consumer-trust• http://www.bevindustry.com/keywords/2330-sparkling-

water• http://www.bevindustry.com/articles/86818-sparkling-

water-outpaces-bottled-water-category?v=preview