Glaceau Vitaminwater is a well known brand of energy drink, owned by the Coca Cola company. Holding the second most portion of the market share it is a. In , vitaminwater® partnered with The FADER to launch uncapped, a nvrehs.info, but the team wanted to get even bigger and better in the. IU. 60 mg. mg. 30 IU. 20 mg. 2 mg. 6 µg. 10 mg. mg daily value ingredients sweetener vitaminwater® essential orange-orange*. 20 fl oz bottle.
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EDUCATION CHANNEL | vitaminwater zero™ | v | label are registered trademarks and vitaminwater zero™ is a trademark of glacéau. 20 FL OZ - TL. Glaceau, the makers of Vitaminwater, are a true success story in the world of Beverage manufacturers. They started with the vision to make a. vitaminwater 12oz ingredients and nutrition facts essential orange-orange (c + calcium) revive fruit punch (b + potassium) power-c dragonfruit (c + b) focus.
If so, why? Have you visited the Vitaminwater Web site? What were your opinions about it? Observ8tors Have you searched Vitaminwater on the Internet?
Project 2: Qualitative Research I n t ro d u c t i o n to Q u a l i ta t i ve R es e a rc h Following a thorough examination of the Vitaminwater brands current situation, the Observ8tors have identified the companys consumers and competitors, as well as its current positioning and environmental factors.
Secondary research was conducted to determine a future opportunity for Vitaminwaters advertising. As a result, the Observ8tors decided to further explore the college-aged market through qualitative research.
Through secondary research, we discovered that Vitaminwaters direct competitors are in the sports and energy drink categories. These brackets of beverages have surged in popularity and sales as the American market has weaned off of high-calorie carbonated beverages and become more health-conscious. Overall, Gatorade is one of the top direct competitors of Vitaminwater and has been the overall leading advertiser in the category.
Unfortunately, Vitaminwater has been overshadowed by Gatorade and is not primarily seen as a sports drink.
Thus, we discovered that Vitaminwater would be best suited in a different beverage category. Vitaminwater consumers were found to be those influenced by trending culture and liberal lifestyles, as well as college students or recent college graduates. The brand is a popular choice among women, in particular, which is a key finding leading to our proposed brand strategy.
Due to the current primary consumers and perceived image of Vitaminwater, the Observ8tors believe college-aged students should be involved in the following qualitative research, as we further investigate how the brand relates to the female market. P ro b l e m S ta te m e n t Vitaminwaters unfocused advertising directed at a broad target group has caused the company to have an undefined message. If Vitaminwater focuses on college-aged female consumers, aged18 to 24, who have a high discretionary income, they can unify their message Observ8tors 24 and attract the right market.
Vitaminwater will have a better understanding of how to target these consumers by researching this market and the brands image. We hope to understand what motivates the college consumer to choose one sports and enhanced water drink over another, the environment in which they are purchasing these products, and how they interact with that brand online.
R es e a r c h O bj e c t i ves The objective of our research is to determine the beliefs, perceptions, motivations, attitudes and preferences of college students, especially women, aged 18 to 24, towards noncarbonated, non-alcoholic beverage brands. Discovering how the environment affects the decision to purchase the product and what benefits and attributes these consumers look for will lead us to a better understanding of Vitaminwater in the marketplace.
Through this research, we would also like to identify what spectrum of American culture enhanced water consumers most identify with, and therefore, who would be the most appropriate, relatable spokesperson for the brand.
Q u a l i ta t i ve R es e a r c h M e t h o d s Observ8tors learned from our secondary research project that, despite efforts by its advertising to target sporty, party-going male college students,Vitaminwaters main consumers are female college students aged 18 to Vitaminwaters informational needs, therefore, lie within understanding what motivates consumers to choose one non-carbonated, non-alcoholic beverage over another, and the environment in which they purchase these products.
Qualitative research was needed at this stage in order to find the why behind the nature of the brands problem. Consequently,Vitaminwater would be able to change its unfocused advertising, which is making the company message unclear and less profitable. At this stage of our research, we are not concerned with information on frequency or distribution, giving us numbers and statistics. Statistics-oriented and close-ended questions used in quantitative research would not have been appropriate for our research objectives at this point, as we were looking for insights that would help us understand consumers culture and underlying motivations.
Additionally, Observ8tors wanted to use qualitative research to help us develop better future research by allowing us to refine our problem definition and complementing quantitative research. During this stage, we explored the to year-old market to better understand why, when and how they buy certain products and to acquire knowledge that would satisfy our advertising informational needs.
Qualitative research allowed us to get close to our data, interact with participants, learn from their language, gestures and expressions, and gain information about consumers and competitors. Qualitative questions, using open-ended prompts, probing, and adaptiveness to responses, are more flexible and exploratory in nature. Additionally, we found that qualitative research would be quicker and less costly to conduct. However, the results we found through qualitative research may not be easily replicated or generalized like those of quantitative research.
Why a Focus Group? Observ8tors found that conducting a focus group would be the best way to satisfy our informational needs for our qualitative research. In-depth interviews are recommended to investigate confidential, emotionally charged or embarrassing topics, but we considered our Observ8tors 26 topic as a whole to be uncontroversial enough to carry out a focus group.
Additionally, focus groups are less costly and time-consuming, and do not require too much labor or a highly trained interviewer. They also provide a bigger sample size compared to in-depth interviews.
The team aimed to foster a comfortable and dynamic environment for our participants through a focus group, in order to stimulate a deeper, richer and more creative discussion. We wanted to create a motivating environment to stimulate thoughts in other participants.
Often times, participants find it easier to verbalize their thoughts in groups, as well as to see things from a different perspective. We used various questioning techniques to discover what was underneath this markets buying culture. Finally, our moderator attempted to overcome the limitations of focus groups, such as silent participants, by inviting every individual to speak after a question. We also provided our group with individual white dry-erase boards to write down their answers to certain questions before revealing them, in order to prevent bias.
Our moderator prepared by rehearsing for the focus group in front of all members of the Observ8tors to avoid anything that could have been interpreted as moderator-introduced bias. Procedure After completing our secondary research, Observ8tors concluded that conducting a focus group would be the most convenient way to carry out our qualitative research and meet the informational needs regarding Vitaminwater.
On September 29, , the members of the Observ8tors met to discuss when, where and how we would complete this focus group.
Additionally, we created a pre-screening questionnaire to be disbursed to and answered by potential focus groups participants. During the following week, we distributed and evaluated the questionnaires and determined which participants were best suited for our focus group. Thus, 27 Vitaminwater we chose 12 college students aged 18 to 24 who we felt were qualified for the research and asked them to complete a consent form before participation in the study. Prior to conducting the focus group, all members of the Observ8tors met to create and review a moderator guide on October 9.
Our guide consisted of informational needs, moderator guidelines, and a discussion guide. Our focus group then was held on October 10 at p. We chose this conference-style room to maintain professionalism and as well as its adequate size and convenient location. Proper reservation of the room was arranged more than a week in advance. The focus group lasted just over an hour, and included pizza, bottled water and chips for participants. The session was recorded with a computer. Beside our moderator, another member of the Observ8tors was present to observe, take notes, and assist in distributing materials.
Other members watched the session through a Skype video conference from a nearby location. The conversation was slow to start, as participants warmed up to the process and each other, but as the questions carried on, there was rarely a shortage of expressed opinions.
After the focus group was completed, all members met the next day to analyze and discuss the results, findings and potential themes from the focus group. The qualitative research report was completed on October 23, and the findings were presented on October 25 in class.
Please refer to Appendix A: Time Cost Table for a complete description of all qualitative research activities. Instruments The participants of this focus group were recruited using a pre-screening questionnaire, which oriented them about the purpose of the focus group; asked questions about the Observ8tors 28 respondents consumption of non-alcoholic, non-carbonated beverages, as well as physical activity; and requested basic demographic and contact information Refer to Appendix B for Pre-Screening Questionnaire.
The purpose of the pre-screener was to determine which to year-old college students were appropriate candidates for the focus group, based on the description of our target market and that of our biggest competitor. We did not explicitly reveal the brand or company for which our group was conducting research.
Another instrument the Observ8tors used in conducting this qualitative research was an informed consent disclosure.
We asked that qualified respondents sign and date the document to participate, agreeing to the details outlined. The informed consent disclosure explained the purpose of the study and described what participants should expect during the focus group, with a general explanation about the subject of the research. It also stated that there were no anticipated potential risks associated with their participation and ensured participants that their responses were voluntary and would be kept confidential.
Included was Professor Songs contact information should any questions or concerns arise as a result of this focus group Refer to Appendix C for Informed Consent Disclosure.
Of the tools utilized for the conduction of the study, the most vital to its success and seamlessness was the moderator guide used during the session. Containing a streamline of organized information and questions, the guides purpose was to pilot discussion to specifically address informational needs.
First, it explicated the rules governing the moderators behavior and specific instructions to remain objective, impartial, considerate, and audible during the focus group. Following was a scripted introduction that informed participants of their rights and ability to leave upon will. At that point, the moderator then concisely explained the purpose of the research and why the participants were chosen. Also in the guide was an icebreaker, asking 29 Vitaminwater the participants to introduce and state something about themselves, at which point, other participants with something in common would say, Me too, and continue with something about themselves.
The guide continued with 23 qualitative and probing questions that addressed various informational needs Refer to Appendix D for the Focus Group Moderator Guide. Through the use of these delineated questions, the Observ8tors aimed to obtain detailed, authentic responses from which we could extract relevant and applicable insights to attitudes, behaviors, and opinions surrounding Vitaminwater. Participants In selecting members to participate in our focus group, our team distributed prescreening questionnaires to determine appropriate demographic and behavioral characteristics amongst to year-old friends, classmates, and roommates who attend the University of Florida.
Primary criteria included having consumed non-carbonated, non-alcoholic beverages in the past three months, working out at least once a week, and preferring different types of the aforementioned beverages, our characteristic of interest. We found it to be most appropriate to conduct one focus group with 12 people, both males and females, of a variety of backgrounds, in order to most properly represent students at the University of Florida.
This diversity would allow us to confirm or disprove our previous notions from secondary research about different attitudes, behaviors and beliefs, especially toward Vitaminwaters relationship to women and its competitive products. The focus group contained eight boys and four girls, with majors ranging from biology to advertising to engineering. All were familiar with or users of the products in question, and provided very insightful information during the study.
Observ8tors 30 F o c u s G ro u p F i n d i n g s After conducting our focus group and evaluating the audio recordings, the Observ8tors came to the conclusion that Vitaminwater is not highly distinguished among the sports drink and energy drink industries. It was evident that the participants in the focus group acknowledged Gatorade as the leading product in this category, while participants felt Vitaminwater did not have nearly as prominent a presence in the beverage category.
The following themes reflect what our team found as crucial insights in regards to the Vitaminwater brand and product Refer to Appendix F: Cognitive Map. Social Media Theme One: Motivations for visiting a Brands social media profile include promotions and exclusivity. The majority of participants stated that they would only visit a brands social media profile to receive discounts on products or exclusive information.
When the moderator asked what was the ideal way to interact with a brand online, responses showed that the participants had little interest in brand interaction, especially being such a low involvement product category. Because there are so many brands available, the majority of the participants believed that there was nothing extraordinary to seek from any which one of them through a social media profile. One participant even said: Its not like its something exclusive, its not like there was only one of them out there.
Youd wanna be a part of it. But you know, you can go to any convenience store and get it. If youre like a Miami Heat fan, youd like the Miami Heat because its like a group. The overriding theme of brands in social media is that people would only visit a brands website if it were something they felt a part of or if one could receive a special deal from visiting 31 Vitaminwater the site.
One participant expressed this opinion by saying, Theres nothing I want to see out there, Ive seen all of it in the store. However, many agreed that if the first likes were to get free Powerade for the rest of your life, I would definitely like that. Despite this, we still believe that social media is an integral facet to the brands digital strategy, because its users saturate this media and expect brand representation.
A social media presence is key to formulating a brand personality and preference. Lifestyle Theme Two: Vitaminwater is described as being hip, zen, and for females.
When discussing the type of job or characteristics of the person who drinks Vitaminwater, answers included a yoga instructor and someone who focuses on health. If the characteristics of the consumers are an indication of those who represent the target market of this product, then the challenge would be the fact that this target market is quite broad and generic.
We would, however, like to keep this aforementioned image and build upon it for the female consumer. Vitaminwater needs to send a clearer message about whom they are targeting, their target market and the brand character.
The brand was construed as a less mainstream beverage: When I think of who drinks Vitaminwater, I think of a hipster or zen. Someone who thinks about multivitamins and stuff like that, not just taste or physical activity.
This same question was asked for Powerade and AriZona Tea. The majority of the participants agreed that the characteristic that best described the consumers for Powerade would be athletic, with some members specifying a construction worker. AriZona Tea is seen as an environmentalist or teacher. When examining these two products characteristics, the personalities of Powerade and AriZona Iced Tea are more apparent than that of Vitminwater. Observ8tors 32 Also correlating with lifestyle views, the celebrity paring result shows a strong correlation between Gatorade and male celebrities, while Vitaminwater on the other hand associates more toward female celebrities.
According to the results, even if four of the male celebrities were picked as product endorsers for Vitaminwater, none were athletes or particularly known for their masculinity.
We believe the brand seems to be missing an apparent product character, compared to other related products. One recurring celebrity match for Vitaminwater amongst participants was Kim Kardashian: I think [Kim] thinks highly of herself so she stays fit and healthy, but shes still pretty chill.
Without a clear product positioning, it can be difficult for consumers to identify with Vitaminwater as brand or relate to the lifestyle, therefore, this is a challenge for the company to overcome. Taste and Health Theme Three: College-aged consumers value taste over health-content when purchasing beverages.
The majority of focus group participants revealed that purchase decisions were based more on a beverages taste than on its health content. The participants voiced their opinions on the importance of taste, with many of them failing to mention health content at all, and never putting Vitaminwaters true health content into question. Participants seemed concerned with receiving benefits from the beverages they consume, exhibiting a sense of entitlement to highquality and unique products.
When the moderator asked participants to compare regular and enhanced water, many participants appeared to prefer pleasing tastes and added flavors, despite calorie and sugar content. One participant even said: 33 Vitaminwater We drink water to survive.
Some people just prefer to drink water that has a little extra stuff in it. Whether that is flavor or taste. Participants seemed to place high value on beverages with a multitude of flavors, viewing variety as an indicator of high-quality and personal freedom. A participant mentioned: I would view Vitaminwater as having additional benefits because of its different flavors. However, when asked about the taste of enhanced water specifically, participants felt flavoring was artificial and a watered down dull taste of the actual kind of fruit.
Many proclaimed when choosing to drink a beverage for taste, they would select a flavorful drink. One said: If Im going for something sweet, Id actually get a real sweet drink. From the focus group, it is evident that Vitaminwater faces strong competition on the grounds of taste, but may have a one-up on fellow brands on the healthiness scale. Image Theme Four: Vitaminwater lacks a clear position in the sports drinks and enhanced water industries, while male and females view the packaging of Vitaminwater differently.
The enhanced water category struggles to maintain a foothold in the sports drink and bottled water industry.
Focus group participants thought of enhanced water as flavored water, and its taste artificial. When the moderator asked what types of sports drinks and enhanced water the participants have had to drink in the past month, none of the participants stated they had enhanced water.
Due to the lack of performance from the enhanced water industry, Vitaminwater is not a top of mind product and does not have a clear product position. The participants struggled to define a particular niche for enhanced water.
They viewed it as a casual drink but did not have a specified action for Vitaminwater.
One participant stated: Observ8tors 34 I feel like people would buy Vitaminwater at the store as a regular drink, and Powerade more for doing physical activity.
The definition of Vitaminwater as a regular drink does not provide the beverage with a distinguished position in the sports and enhanced water industries. Further, focus group members did not feel that the brand presented itself in a favorable manor on shelves in stores. When asked to make a decision at a store to buy any type of drink, participants stated they first looked at the deals and then at the package design of the products.
One male participant remarked that Vitaminwater looked like a pharmaceutical drug packaging and was drawn away by the simplistic design of Vitaminwater. The dull packaging contradicts the flavorful essence of Vitaminwater and further pushes itself away from top of mind. However, one female enjoyed the minimalistic design of Vitaminwater, and other female participants agreed.
This difference in the visual image of Vitaminwater further displays the lack of design focus. Price Theme Five: Price does not play a major role as a determining factor when choosing a sports or enhanced water drink.
Participants in this study shared the thought that most brand name companies were overpriced. Many participants felt that they paid for both the object and the added value of the brand. In regards to enhanced water, the participants felt as though they were being charged extra for very little in return. Specifically, one girl expressed that brand name enhanced waters were a way for companies to charge a dollar for three drops of flavor.
It was unanimous that they would not put forth much effort or perform product research when deciding what to shop for in this category. Especially while they shopped at grocery stores, most participants went based on habit or simply what their parents bought. Some participants said that they would go for these drinks when they were on sale or somehow given a coupon online for the enhanced water or energy drink.
One group member said: Anytime I look up prices I am looking for a deal or like a coupon. F u t u r e Q u an t i ta t i ve R es e a rc h A variety of opportunities for further research have been revealed to the Observ8tors after having conducted qualitative research.
We would like to reposition Vitaminwater in a casual, healthy drink category primarily targeting women, and to do so, it is imperative to further understand such opportunities. Our team feels that surveys would best satisfy our quantitative informational needs. We aim to take these abstract findings and quantify them into measurable outcomes. By using our qualitative research findings, we will formulate a variety quantitative nominal, ordinal, interval, and ratio survey questions that will be used to further understand and generalize assumptions about our target markets mindset.
Our team also intends to rank the importance of certain attributes of non-carbonated, non-alcoholic beverages that we found in our qualitative research in order to prioritize which benefits of our product to emphasize for a new advertising strategy.
The FDA requires bottled water manufacturers to list all product ingredients. Purported Effects of Vitamin Water The effects of vitamin water vary, depending on the type of water you choose. The vitamins in these bottled waters are designed to replenish your body with certain nutrients that you lack.
This may be especially important after exercising or if you are on a low-calorie diet. If you are used to drinking sodas or juices as your main beverages, then switching to vitamin water gives you a lower calorie option. Plus, you can still enjoy a taste of sweetness.
You might experience some initial weight loss if you switch to lower calorie beverages. According to the Vitamin Water website, there are calories in a 20 ounce serving of vitamin water. Misconceptions About Vitamin Water Vitamin water is sometimes marketed as a drink to complement a weight loss regime.
Unfortunately the opposite effect can occur, particularly if you choose vitamin water that has added sugar, carbohydrates and calories. Even no-calorie vitamin water may not be healthy, due to the artificial sweeteners added for taste. Some brands of vitamin water are made with sucralose and aspartame, which can cause gastrointestinal side effects such as nausea and diarrhea when consumed too often according to a report from Yale-New Haven Hospital.
Alternatives to Vitamin Water Plain water is the healthiest drink available. Aside from flushing out your system, water assists in nutrient transportation within the body.