Marketing Strategy for SoBe Life Water - Essay Example

In 2010, the growth went up to about 85%. In addition, a small share doubled in 2011. Its marketing strategy is similar to vitamin water. It distributes its products in Walmart stores only and targets nationwide grocery. Its promotion campaign was featured in a skin suit in 2012 sports. Its prices are in the lower range of $4 per 20 Oz bottle 2.

Smart water is a premium bottled water brand that is a product of Glaceau Company. The brand tries to appeal to health-conscious consumers and who want sports beverage that is nutrient-rich and has low calories content. The product is electrolyte-enhanced, and this gives it a competitive advantage over tap water. Its main competitors are its cross brands that give the company a huge gain in the market. The company's sales over the past five years have been increasing steadily. Its campaign is using popular celebrities. Its market share is estimated to have been 45% by the year 2000. The company managed to gain approximately 20% awareness of its brand within a year 3.

1. Dege, Nicholas. 2011. the technology of bottled water. Chichester, UK: Wiley-Blackwell.
2. Lamb, Charles W., Joseph F. Hair, and Carl D. McDaniel. 2012. Essentials of marketing. Mason, Ohio: South-Western Cengage Learning.
3. Oracle, An, and White Paper. 2009. “Smart Metering for Water Utilities.” Water.

The Coca-Cola company brands vitamin water as enhanced water. In the market, it is the leading enhanced water brand. Its major competitors are the SoBe life water and propel zero products. In 2008, the growth of vitamin water rose to 8.3%. By the year 2012, the product experienced an actual growth of 12% in the market. The company is predicting huge sales exceeding nine billion dollars due to its large market. Vitamin water distributes its products in Walmart stores only and targets major nationwide grocery stores. Its promotion strategy is the “meet your needs” campaign 4.