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Glacau avoided supermarket chains till it could afford the slotting fee and concentrated on mom
& pop stores. From there vitamin water moved organic food stores and retailers and later on to
Albertsons and Safeway food stores. Instead of tackling several markets at once, it was launched
in one market at a time in order to build the brand with the support of entire team members. To
establish a good market position in California, it conducted a competition between two of their
distributors to see who could open up more accounts. The company also encouraged the
distributors to put in more efforts toward vitamin water through various offerings. By 2004
Glaceau had identified 10 target markets. Marketing managers were responsible for carrying out
sampling & coordinating media activities. Glaceau believed in marinating personal touch with
distributors. By 2006, vitamin water was available all across the US, through 50.000 freestanding
branded colours.
Conclusion
Glaceau generated brand awareness, respect and most importantly brand loyalty among targeted
customers. Notwithstanding the success of vitamin water, industry expert felt that production
may face stiff competition from the established players like Coca-Cola and Pepsi, which were
launching their own enhanced water product owing to their growing popularity. However, the
long-term sustenance of Glaceau could depend on bringing out new products in different
categories and widening its customers base.