The success of a product IV

Well, of course, would be nice you to read the post in reverse, starting with the I,

Aquarius V3 launch

Launched in Spain and world premiere May 19, 2006 and re-articulate consumer sovereignty:

You promised me

The Aquarius V3 stems directly from the demand of the Spanish.

Performed numerous market research and testing of 60 flavors, and eventually the consumer chooses the Queue.

Launch a major campaign: Advertising, concerts, filming a video .....

We'll see when extended to the rest of the world because it appears to have been a success.

END I hope you have enjoyed, .

Source: Business address class, as I said in the first post of this series.

Be happy

Popularity: 21% [ ? ]

The success of a product III

2005 - New Campaign Aquarius: Don Justo

New campaign to renew the image of Aquarius through a very original spot.

Supports the ideas of the previous season in an indirect way and that at no time named the product, leaving only visually, the music also uses the previous spot what people immediately relate it, in addition to using expressions very similar. At FNAL, the message is the same:

Man does what he wants

Since the campaign launched new formats Aquarius, made further campaigns, etc..

Popularity: 15% [ ? ]

The success of a product II

Well, I was put every day a post but will, we will make it big, I'll put all in a row, I hope that even dedicate much time to read it,

Variables marketing mix or 4 P's (Price, Communication, Distribution, Product / Price, Promotion, Place, Product)

The variable product (Product) has gone analyzed in the previous post , so let the following variables.

Distribution (Place)

Distribution is one of the key aspects of a new product, and the variety of channels such products is very wide, but for a new product may involve some restriction or difficulty, which a priori Aquarius had an advantage over other products:

• Channel Power: Retailers can put multiple locks or reluctance to new products, but being a product of the Coca cola seems that barriers may be less than the time to publicize the new product.
• Vending machines: A lot of machines with only Coke product so that the introduction of a new product does not appear to be expensive m, simply dedicating a slot machine
• Restoration: A few places are those that do not have Coke as a major part of its bid, so a priori, a brand able to exert some influence, should not cost mcho introducing a new product.

Price (Price)

Curiously for a new product is priced higher than its competitors, which may seem inconvenient for a new product, it is clear that in light of the results is not here.

Communication

In previous campaigns Slogans have always been used to refer to the sport, the movement:

Aquarius, the Olympic boost
With Aquarius nothing can stand

A comprehensive strategy for communication

Sponsorship of the Olympic Games in 92 (Olympic official drink)

Use of Aquarius by doctors. (Prescribers)

In the ad shown above (2004) uses a very aggressive slogan:

Is it the end of the era of marketing?

Is this the beginning of the era Aquarius?

Use of Music in the years 1969 - 1970:
Let's the sunshine (Symbols of peace, love ...)

Orientation

The guidance has been derived as above is clear guidance to the consumer:

Is it the end of the era of marketing?, Try to create a confusion between Marketing and Advertising:

After 1 year without TV advertising is consumed 38% more.

It is no coincidence, since that was because Coke in 2003 launched a similar drink: POWERADE by another big campaign, so as not to confuse the consumer is left to do TV ads of Aquarius, the same So Coke also is focused on market entry of new products such as Diet Coke with lemon.

Popularity: 23% [ ? ]

The success of a product I

Under this name I share the analysis we did in class Business Address of Aquarius.

Some will not be interested, maybe others do not know, but I want it known, so here goes. I think it may be interesting, since it is not very technical analysis or complicated.
Due to its length it will depart in several Post. Hope you like:

First there is the announcement from which depart: VISIONARY

Surely many will remember this ad, personally I find sublime, and some conclusions can be drawn are:

PHILOSOPHY

Clearly shows the consumer princpio Sovereignty, ie fully satisfy the consumer, the consumer "rules." That is true in phrases like:

The visionaries are always wrong

In the XXI century, Radio is heard more and more

Who could imagine that people are complicated send text messages instead of calling directly.

Sports drink, but now it takes around the world

Human beings are unpredictable

People do what he wants

TECHNICAL

The technique used seems clear, right?: Advertising campaign.

NEEDS and WANTS

The need exists: An isotonic product to recover the loss of salts produced by the practice of sports.

Sports drink

PRODUCT

The first is to indicate that it is a product of Coca cola.

The product is a physical good, a sports drink.
Why people choose Aquarius?, Because it brings more value than other products Neto.

Product Launch:

• Japan 1983
• Spain 1992 (Coinciding with Olmpiadas is no coincidence)

3 Flavors:

• 1992 - Traditional Aquarius
• 1997 - Aquarius orange flavor
• 2006 - Aquarius cola

Importantly, when you throw in 92 there were two other similar products on the market features:

• Gatorade
• Isostar

At 3 months, is leader in energy drinks with 60% market share.

He currently owns a 75% market share with more than 67 million sales.

Popularity: 21% [ ? ]