Vitamin Water Marketing Strategy
CUSTOMER CENTRIC MARKET STRATEGY:
Searle vitamin water is a healthy energy drink with a power of vitamin A, C, B12, Zinc and Calcium with different flavors. They uses an athlete Vernin Uchong running in the streets of Karachi in commercial for their promotional activities. They also uses Print ads, sales promotion sponsorship and social media.
CONSUMER BEHAVIOUR TOWARDS SEARLE VITAMIN WATER:
Men and women want a healthy lifestyle and want to keep going on their busy life. Beverage carbonated drink sales decreases and people move towards its water category, this is the reason of creating Searle Vitamin brand which is substitute over soft drinks and having no carbonation and caffeine. People think this is a drink make them energetic, recognize
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Strengthening your bones, immunity, hydration and digestion
WEAKENESS:
1. Vitamins brand like tang, Milo etc with lower price
2. Competition bringing in same category brands
3. Wrongly positioned in consumer mind
OPPURTUNITIES:
1. Launching new SKUs of 300ml
2. Introducing new diet edition of vitamin water name as Vitamin Water Zero
3. Introducing numerous new flavors
4. Rise of health awareness in Pakistan
5. People favoring number of new innovative products
THREATS:
1. Coke also have a vitamin water ( Glaceau Vitamin Water) with many flavors from Searle brand and available almost 150 markets around the world, the can launch in Pakistan.
2. Pepsi also have a Vitamin water name as Sobe with many flavors
COMPETITORS:
There is no vitamin beverage in Pakistan so Searle have no straight competition, it has indirect competition which are sting, mountain dew and tang etc.
Biggest competitors Coke and Pepsi which have more resources and internationally known brands, they also have their own Vitamin beverages but not in Pakistan and also not provide all 6 vitamins like Searle.
CORE COMPETENCIES:
The core competencies of Searle vitamin water is to always making people healthy
They have a comprehensible focus which is different from
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