10 STEP Marketing Plan for STING Energy Drink

10 STEP
Marketing Plan for
STING Energy Drink
Boni Regis
March 2012

http://bonibeckregis.blogspot.com

Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to create
unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.


Steps 1 to 5
Extra Energy for the Extra Work Hours
1. Sting Energy Drink PTM are males who needs to
work extra hours
2. Males who need extra energy to work those extra
hours at work to provide the needs of their families
3. Direct Competitors are Cobra, Extra Joss and
Samurai
4. There is no ready-to-drink energy drink that tastes
good and provides the needed energy
5. Energy Drink is 48% of the Sports and Energy
Drink Industry

Steps 6 to 10
Hayop sa Sarap, Hayop sa Energy
6. Sting Energy Drink offers deliciously-flavored
energy drinks
7. Priced 1-2% lower than its direct competition
8. Uses advertising, events, and word of mouth
9. Mostly available in 24-hour convenient stores
10. Uses differentiation


1. Sting Energy Drink PTM are males who
needs to work extra hours
• Demographics: 28-38 years old, Male, Head of
the Family (single/single with dependents,
married), Class C-D
• With families based in the city or in the province
• Family size of 3-6 kids
• Sending siblings to school


1. Sting Energy Drink PTM are males
who needs to work extra hours
Job involves:
• Extreme and/or heavy physical labor
• Being in graveyard shift
• A lot of physical and mental stress


2. PTM wants to be a good provider for his
family

SELF
ACTUALIZATION

ESTEEM
I need
SOCIAL to be a good provider
for my family

SAFETY I need to have
a steady job

PHYSIOLOGICAL I need food
to survive


2. PTM’s needs, wants and demands
NEEDS: need to have a stable employment or
income; provide for my family

WANT: affordable fruit-flavored, ready-to-drink,
energy drink.

DEMAND: affordable and readily available that will
provide extra energy for their bodies in a form of fast,
no fuss, delicious energy drink.


3a. Sting Energy Drink is in a very
competitive energy boosting beverage
industry
• DIRECT – Cobra, Samurai and Extra Joss

• INDIRECT – 3-in-1 Coffee, Caffeinated

• VARIABLES – Price, availability, fruit-flavored,
ready-to-drink energy drink, getting a delicious
energy-boosting energy drink


3b. Sting Energy Drink created a space in
the market
PRICE/AGE 0‐17 YRS 18‐29 YRS 30‐49 YRS 50 YRS UP
MATRIX

HIGH PRICE
POWER
ROCKSTAR HORSE LIPOVITAN
ROX

BACCHUS

LOW PRICE
SAMURAI

STING EXTRA
JOSS


3b. Sting Energy Drink positioned itself in
the 20s ‐30s market
BENEFIT STING SAM‐ COBRA EXTRA ROCK POWER ROX BAC‐ LIPO‐
URAI JOSS STAR HORSE CHUS VITAN
SAVES
MONEY
READY TO
DRINK
DELICIOUS
EAY TO
GRIP
BOTTLE
ENERGY
BOOSTING
EFFECT (at
least
30min
after)

4. Pre‐STING ENERGY DRINK
Marketing Opportunity:
• NO energy drink that tastes good
• Energy drinks that tastes good were
expensive
USP:
• Hayop sa Sarap, Hayop sa Energy


4. Pepsi Company saw the GAP

Sting Energy Drink was the FIRST
delicious, fruit-flavored, ready-to-drink
energy drink that is affordable. It comes
in a no slip, hard plastic bottle and is
packaged as a soft drink.


5a. Sports and Energy Drink Industry

• Energy Drink is 48% of
the Sports and Energy
Drink industry as of 2011


5b. Sting Energy Drink’s share of the
market

• Sting Energy Drink is about 5% of the
market share


6a. Sting Energy Drink:
Hayop sa Sarap, Hayop sa Energy


6a. Sting Energy Drink VS. Other energy Drinks


6a. Sting Energy Drink VS.
Indirect Competitors


6b. What makes Sting Energy Drink
Different?
STING ENERGY DRINK is different because:
• fruit-flavored
• affordable
• it comes very handy
• TVC made the viewers remember who they
were (thus, making them try their product)


6b. What makes Sting Energy Drink
Different?
• Ready-to-drink, Energy Drink comes in 3
Fruit Flavors. It has Strawberry, Power Lime
and Yellow Blast.
• Sting Energy Drink is available in
convenient stores and supermarkets


7. Sting prices at store outlets in your
neighborhood
Volume STING COBRA EXTRA SAMURAI
(in ml) JOSS
330 20.00 ‐ ‐ ‐
350 ‐ 23.00 21.00 22.00

Sting is 20ml less than its direct competitors. However, it’s the
cheapest. Its bottle looks taller than the other brands.

Based on observation of 3 convenient stores and sari-sari sores in Makati

8a. Sting Energy Drink has effectively
promoted their product through…
Mass
Personal
1. Sales Promotion
1 1. Direct Marketing
2. Advertising
2. Interactive Marketing
3. Public Relations
3. Personal Selling
4. Events and
Experiences 3
4. Word of Mouth 2


8a. Sting Energy Drink has its own
website
LOCAL
INTERNATIONAL

http://www.pepsiphilippines.com/prod-sting.php http://www.stingenergy.com/index.php


8a. Sting Energy Drink on Facebook

http://www.facebook.com/pages/Sting-Energy-
Drink/148229335193003?sk=info
http://www.facebook.com/stingenergy?ref=ts&sk=wall


8a. Sting Energy Drink says that you can
jumpstart any machine by drinking it

Sting’s TVC featured a
famous actor/model


8a. Sting Energy Drink tastes better than
other energy drinks
Conducted a taste test
among security guards and
proved that Sting Energy
drink tastes better


8a. Sting Energy Drink can be heard


8a. Sting Energy Drink is the topic in
forums in the internet

http://harrysantos.hubpages.c
om/hub/Sting-Energy-Drink-
http://forum.bodybuilding.com/showthread.php?t= Philippines
108578431&page=1

http://www.istorya.net/forums/food-and-
dining/454725-asa-ta-makapalit-og-sting-energy-
drink.html http://bonibeckregis.blogspot.com

8a. Sting Energy Drink on Print


8b. Cobra Energy Drink (Asia brewery Inc.)

• Cobra
Energy Drink
also has its
own website

• Cobra does
not have FB


8b. Cobra Energy Drink’s Events

Cobra Energy Drink supports
sports (triathlon & basketball)


8b. Cobra Energy Drink TVC

Cobra’s TVC did not
feature any celebrity


8b. Samurai Energy Drink
(The Coca‐Cola Company)

• Samurai
has a
website but
its not
updated

• Does not
have FB


8b. Samurai Energy Drink TVCs

Samurai’s TVC featured
one main character –
Japanese warrior


8b. Extra Joss Energy Drink website

http://www.extrajoss.co.nz/


8b. Extra Joss Energy Drink FB page

http://www.facebook.com/pages/Extra-Joss-Energy-Drink/180205171450


8b. Extra Joss Energy Drink TVC

Extra Joss Energy
Drink TVC taught their
PTM how to prepare
and enjoy their drink


8b. Extra Joss Energy Drink TVC

Extra Joss TVC also
featured a famous
actor.


8b. Extra Joss Energy Drink Events

Booths in the wet market

9. Sting Energy Drink is available ….

• Nationwide (supermarkets and
convenient stores)

• Also available in some countries
around the world


10. Sting Energy Drink is different: Delicious,
Ready‐To‐Drink, Affordable Energy Drink
created a space in the market
• Low Cost Producer – Sting Energy Drink is one of the
cheapest energy drinks available. It has made its own
space in the market because of its low price coupled
with great taste and extra energy for the body

• Differentiation – Their TVCs made their PTM curious
and made them try their product. They were able to
sustain the hype through their advertisements. They
positioned themselves as delicious, ready-to-drink,
affordable energy drink

SUMMARY


Steps 1 to 5
Extra Energy for the Extra Work Hours

1. Sting Energy Drink PTM are males who needs to work
extra hours
2. Males who need extra energy to work those extra
hours at work to provide the needs of their families
3. Direct Competitors are Cobra, Extra Joss and Samurai
4. There is no ready-to-drink energy drink that tastes
good and provides the needed energy
5. Energy Drink is 48% of the Beverage Industry


10 STEP Marketing Plan for STING Energy Drink

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