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Read the following case study and answer the questions that follow. Respond to at least two of your peers with meaningful content. The Brandfather Strikes Gold Coca-Cola is promoting its new Full...

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Read the following case study and answer the questions that follow.

Respond to at least two of your peers with meaningful content.

The Brandfather Strikes Gold

Coca-Cola is promoting its new Full Throttle energy drink, PepsiCo Inc. is marketing energy drinks under its SoBe and Mountain Dew brands, and smaller companies are challenging the soft drink giants with products such as Powerade, Rockstar, and FUZE Mega Energy. With concerns about the amount of sugar in soft drinks and the negative health effects that can cause, brands such as Vitaminwater and Bai have garnered significant market share and have been acquired by soft drink giants such as Coca-Cola and Dr. Pepper.

The person behind the success of Powerade, Vitaminwater, and Bai is Rohan Oza. After graduating from the University of Michigan’s business school, Oza began working at Coca Cola, where he worked on brands such as Sprite and Powerade. After Oza left Coca Cola for more entrepreneurial challenges, he scored a coup with Smartwater, where he was able to approach Jennifer Aniston to become the endorser of the product. He also was able to attract rapper 50 Cent as an endorser of Vitaminwater. On the arrangement with 50 Cent, he took no fees for the endorsement, instead opting for equity in the company. It looks like this was a sound strategy, since Vitaminwater parent Glaceau sold to Oza’s former employer, Coca Cola, for $4.2 billion in 2007.

Oza did not stop after the Vitaminwater success. He started Bai and partnered with Justin Timberlake to establish that brand. Just as he did with Jennifer Aniston and Smartwater, and with 50 Cent and Vitaminwater, Oza works on making sure that he has the correct strategy to match the features and benefits of the brand with just the right celebrity endorser. With Bai, a sparkling drink that features antioxidants as a product benefit, Oza was able to convince Timberlake, an entrepreneur in his own right, to invest in Bai. So Timberlake was not only an endorser but a part-owner, and he has been intimately involved in the brand strategy. This partnership worked as well because Bai was sold to the Dr. Pepper Snapple Group for $1.7 billion in 2016.

Critical Thinking Questions

  • Oza has established several successful products in the competitive beverage Why has he been able to achieve this success when large organizations with more resources, such as Coca Cola and Pepsi, are forced to buy these new successful brands?
  • What types of unique marketing support helped to sustain Vitaminwater and Bai’s tremendous growth?
  • Suggest a celebrity endorsement with a beverage brand, and tell why that pairing would lead to What are the brand attributes and the reputation of the endorser that would resonate with specific consumer segments?

Answered Same Day Jul 03, 2021


Nishtha answered on Jul 06 2021
125 Votes
Running Head: INTRODUCTION TO BUSINESS                        1
INTRODUCTION TO BUSINESS                                 2
Table of Contents
Answer 1:    3
Answer 2:    3
Answer 3:    3
References    4
Answer 1:
Oza’s marketing style is not only selling the product but to live it. It is something, which is in all the people he worked with. For marketing of his mineral water product, he did not hire
and manager rather than he hired
and messiahs. As mentioned by Davies, Rojas-Méndez, Whelan, Mete and Loo (2018), these messiahs took the product wherever they went. The only difference between Oza’s product and competitive beverage is Oza focuses on making
and a part of their life not just another endorsement. He majorly emphasizes...

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