3.14.24 Gender Discrimination and Gender Inequity.pptx
MAR331 - Marketing Plan for New Product Launch: Flavored Xpress Water, Pace University
1. « ADD SOME FLAVOR TO YOUR LIFE »
Mar331 – Managerial Marketing
Pace University
November 29th 2012
2. XPRESS WATER: A REVOLUTIONARYWAY TO DRINK WATER
« Water or…? »
3. THE BOTTLED WATER INDUSTRY HAS A VALUE OF $17,597,300,000
Company Shares of Bottled Water by Off-trade Value 2007-2011
Company Share in 2011 (%)
Nestlé Waters North America 22.7
Energy Brands Inc 12.0
Coca Cola Co. 9.0
PepsiCo Inc 5.1
Wal-Mart Stores Inc 4.9
MRI Reporter: Fall 2011
DS Waters of America Inc. 3.8
Product:
Beverages, Bottled Water
Gatorade Co. Ltd 3.3
& Seltzer, Drank in Last 6 Crystal Geyser Roxane 2.1
Months Flavored, Adults
South Beach Beverage Co. 1.6
4. FLAVORED WATER CONSUMERS ARE MOSTLYWOMEN
• 58.3% are women
• 40.7% have childrenunder 11y.o.
• Concerned about health and
environmental issues
MRI Reporter: Fall 2011 Product: Beverages, Bottled Water & Seltzer, Drank in Last 6 Months Flavored, Adults
5. XPRESS WATER WILLTARGETWOMEN, AGED BETWEEN 25 AND 54
• 48% preferfoodwithoutadditional additives
• Findit harder to resistchildren’srequests
• 37% spend>$125 in-store
MRI Reporter: Fall 2011
Product:
• 67,7% look around for specialoffers
Beverages, Bottled Water
& Seltzer, Drank in Last 6
Months Flavored, Adults
• 31.9% are currentlydieting
6. THREEAMBITIOUS MARKETING OBJECTIVES
• Achieve $100,000,000 net sales in Year 1
• Raiseproductawareness by 60% in 3 years
• IncreasePepsiCo’s market share by 11.18% in Year 1, 4.41% in Year 2
and 2.92% in Year 3
7. XPRESS WATER, GIVING THE CHOICE TO CONSUMERS
• Innovativepackaging
• Recycled plastic bottle
8. A WIDE RANGE OF FLAVORS AND HEALTHATTRIBUTES
• A healthybeverage:
– No calories, fat or sugar
– Vitamins C, B6 and B12
• 5 refreshingflavors
MRI Reporter: Fall 2011
Product:
Beverages, Bottled Water
& Seltzer, Drank in Last 6
Months Flavored, Adults
Distinctive positioning on productbenefitswithstrongdifferentialadvantages
9. AN XPRESS WATER 16OZ. BOTTLE COSTS $0.50 IN
MANUFACTURING
The Evolution of the Bottled Water Industry, Javier Gimeno, Aon Dirk Verbeek, Karel Cool, INSEAD, 2002, p.23
10. THE SUGGESTED RETAIL PRICE IS FIXED AT $1.99 WITH MULTIPLE
DISTRIBUTION CHANNELS
Manufacturer to
Retailer (50%)
• $0.49 margin
Manufacturer to
Wholesaler to
Retailer (50%)
• $0.27 margin
11. A PROMOTIONAL BUDGET OF $12,000,000
Type of Promotion Dollar Amount
Television $3,500,000
Billboards $2,000,000
In-Store Promotions $2,000,000
Magazines & PR $1,500,000
Events $1,000,000
Internet $100,000
• $1,900,000 flexible budget
12. PRINTCAMPAIGN IN FOOD, HEALTH AND PARENTING MAGAZINES
Theme Magazine Issues per
year
Health Women's Health 10
Health Natural Health Magazines 10
Fitness Fitness magazine 11
Food Cooking light magazine 12
Women O, The Oprah Magazine 12
Food Weight Watchers Magazine 6
Food Clean Eating Magazine 6
Parenting Hybrid Mom Magazine 4
Costs: $1,500,000 per year
"Top 10 Fitness Magazines." Allyoucanread. N.p., n.d. Web. 24 Nov. 2012. <http://allyoucanread.com/top-10-fitness-magazines/>.
"Top 10 Food Magazines." Allyoucanread. N.p., n.d. Web. 24 Nov. 2012. <http://allyoucanread.com/top-10-food-magazines/>.
“Top 10 Parenting Magazines” ." Allyoucanread. N.p., n.d. Web. 24 Nov. 2012. <http://allyoucanread.com/top-10-parenting-magazines/>.
13. A VERY VISUAL AND SENSUAL 30 SECOND TV SPOT
Channels: Lifetime, Oxygen and Style Media.
14. PAYBACK IS EXPECTED AFTER 8.14 MONTHS WITH
BREAK-EVEN QUANTITY OF 77,672,515 UNITS
15. WORKS CITED
• MRI Reporter: Fall 2011 Product: Beverages, Bottled
Water & Seltzer, Drank in Last 6 Months Flavored, Adults
• The Evolution of the Bottled Water Industry, Javier
Gimeno, Aon Dirk Verbeek, Karel Cool, INSEAD, 2002, p.23
• "Top 10 Fitness Magazines." Allyoucanread. N.p., n.d.
Web. 24 Nov. 2012. <http://allyoucanread.com/top-10-
fitness-magazines/>.
• "Top 10 Food Magazines." Allyoucanread. N.p., n.d. Web.
24 Nov. 2012. <http://allyoucanread.com/top-10-food-
magazines/>.
• “Top 10 ParentingMagazines” ." Allyoucanread. N.p., n.d.
Web. 24 Nov. 2012. <http://allyoucanread.com/top-10-
parenting-magazines/>.