CHAPTER :

PRUDUCT PRUFILE

2.1 - Product Name

Spritzer +Fibre

2.2 - Product CIassification

This product is a consumer product and it is non-durable as this product has a shelf life. t is a
convenience good because it is affordable and can't be part of consumers' daily necessities.

2.3 - Product Characteristics

The product is packed in a clear plastic bottle wrapped with a pastel colour looking packaging. The
price range is from RM2.19 to RM2.90, depending on the stores. t is only available in a 350ml size.























igure 2.3 Spritzer +Fibre front view and bottle labelling

2.4 - Product Range

This product comes only in one flavor which is passion fruit flavor. Passion fruit is an excellent source
of dietary fibre. t is also a good source of potassium, vitamin A and vitamin C. The seeds are edible and they
hold all the 1-70 content.














Figure 2.4 Passion fruit

2.5 - Distribution

This product is distributed from manufacturers to distributers and then to shops for selling purposes. t
is distributed intensively as this product can be found in retail stores, convenience stores, and pharmacies.

2.6 - Product Life CycIe
&ales












!ntro growth peak decline Time


2.7 - The Brand

Spritzer +Fibre is a sub-brand of Spritzer, a well known mineral water brand in Malaysia. Their new
brand; Spritzer +Fibre promotes the concept of healthier lifestyles as it is non-carbonated and non-coloured
and it claimed to have lower sugar content than soft drinks. This is rather a new concept in the local market.
With every sip of Spritzer +Fibre, consumer will gain an essential dosage of good bacteria promotion within
their digestive system. t is because this fibre drink contains a combination of soluble dietary fibres to promote
optimal intestinal functions with prebiotics effect. t also increases bone mineral density and enhance calcium
absorption with consumption of calcium-rich food. This will ultimately contribute to consumers' health and
weight management.

2.8 - Brand Image and ImpIication

Spritzer +Fibre sales are at its growth level at this current time as the product was launched last year.
Despite being distributed intensively at local stores, the brand awareness is still low as the current advertising
strategy was done in a small scale manner and they were still unable to reach their target market even though
Spritzer has retained the leading position in bottled water off-trade value sales in 2010, with a 24% share. This
is due to consumers who are still unable to grasp the healthy fibre drink concept as there are too many
questions pop up for example how can there be fibre in the first place when fibre in general is always
represented with texture. Therefore, this brand should not be only focusing on the functionality of the drinks but
also need to be emphasized on the specialty of the design of the packaging and bottle cap to change
consumers' perception and understanding on Spritzer +Fibre and showing that Spritzer can fulfill needs from
various level of consumers.


2.9 - Strengths and Weaknesses

Strengths

O Portable and light-weight.
O t is a one in a kind product.
O Contains no artificial colouring.
O Easily accessible to the consumers.

Weaknesses

O Available only in one size; 350ml.
O Product range is limited to one flavour.
O Might mislead the consumers. They might think it is an isotonic drink.

2.10 - Advantages and Disadvantages

Advantages

O Convenient to those who is always on-the-go.
O Eliminates price competition.
O Can be purchased at many retail outlets and convenience stores.

Disadvantages

O Even though there are no direct competitors, consumers still may find it expensive compared to other
type of drinks.
O Most consumers are not familiar with passion fruit. Thus they do not dare to try the product.
O Having difficulties to identify the strength and the weaknesses of the product in order to improve the
quality of the product.




2.11 - Unique SeIIing Proposition (USP)

A health benefit functional beverage that leads to a healthier body.

2.12 - PromotionaI History and Advertising ScheduIe

O Spritzer +Fibre Treadmill Challenge @Fitness First (May 2011)
O Men's Health Night Run 2011 sponsor (July 2011)
O Everyday is a + Photo Contest (July August 2011)
O feel girl Challenge sponsor (October 2011)
O Spritzer+Fibre sampling activities in Fitness First Outlets and Celebrity Fitness Outlets (14
th
Nov - 20
th

Dec 2011)

2.13 - Positioning Statement

Spritzer +Fibre is a healthier choice of beverage for health conscious consumers who aim in maintaining a
good health whilst living a fast-paced life.