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Sean McLamore
<ul><li>A good for you energy drink. </li></ul><ul><li>Caffeine, sugar, and guarana  free. </li></ul><ul><li>Infused with ...
<ul><li>Energy Plus increases stamina,  </li></ul><ul><li>helps maintain sharp focus,  </li></ul><ul><li>and boosts overal...
<ul><li>Primary Competitors:  </li></ul><ul><li>Healthy Positioning: </li></ul><ul><ul><li>Bazi </li></ul></ul><ul><ul><li...
<ul><li>Secondary Competitors: </li></ul><ul><ul><li>Mt. Dew </li></ul></ul><ul><ul><li>Gatorade G2 </li></ul></ul><ul><ul...
<ul><li>According to DDB Lifestyle Survey: </li></ul><ul><ul><li>Heaviest users of energy drinks/sports drinks are: </li><...
<ul><li>According to the DDB Survey: </li></ul><ul><ul><li>The Heaviest users ideal self concept consists of: </li></ul></...
<ul><li>External Influences: </li></ul><ul><ul><li>They feel they work hard </li></ul></ul><ul><ul><li>They feel commercia...
<ul><li>Decision Process Influences: </li></ul><ul><ul><li>They feel that the internet is the best place to get informatio...
<ul><li>Shopping/loyalty </li></ul><ul><ul><li>Shop at convenience stores </li></ul></ul><ul><ul><li>Don’t use coupons </l...
<ul><li>Males </li></ul><ul><li>25-44 </li></ul><ul><li>Ideal self concept consists of: </li></ul><ul><ul><li>Masculinity ...
<ul><li>Energy Plus is an all natural energy drink infused with vitamins and minerals  </li></ul><ul><li>Energy Plus is at...
 
<ul><li>Overall marketing objectives: </li></ul><ul><ul><li>Generate first year sales of: $300,500,000.00 </li></ul></ul><...
<ul><li>Objective 1: Crate awareness among 90% of target audience </li></ul><ul><li>Objective 2: Create interest in the br...
<ul><li>Objective 4: Obtain trial among 20% of the target audience. </li></ul><ul><li>Objective 5: Develop and maintain re...
<ul><li>To help us reach communications objectives, </li></ul><ul><ul><li>We will be using a celebrity endorser: </li></ul...
<ul><li>The one element we won’t be using in our media plan is newspaper. </li></ul><ul><ul><li>Too poor of reproductive q...
<ul><li>Consisting of: </li></ul><ul><ul><li>Network TV- </li></ul></ul><ul><ul><ul><li>Lowest cost per person </li></ul><...
<ul><li>Magazine Ads- </li></ul><ul><ul><li>Highly selective </li></ul></ul><ul><ul><li>Amazing reproductive quality </li>...
<ul><li>Website- </li></ul><ul><ul><li>Information Center (hub) </li></ul></ul><ul><ul><li>Will feature: </li></ul></ul><u...
<ul><li>Two key campaigns </li></ul><ul><ul><li>“ Yeah… it’s that good!” </li></ul></ul><ul><ul><ul><li>Designed to inform...
<ul><li>Magazine Ad from “Yeah…It’s that good!” </li></ul>
<ul><li>TV ad from “Yeah…It’s that good!” </li></ul>
<ul><li>Promotional Products/Sampling </li></ul><ul><ul><li>Hats </li></ul></ul><ul><ul><li>T-shirts </li></ul></ul><ul><u...
<ul><li>Promotions- </li></ul><ul><ul><li>Used to generate buzz through word-of-mouth </li></ul></ul><ul><ul><li>Informed ...
<ul><li>Design our commercial </li></ul><ul><ul><li>Consumers can submit  a short video submission of our next commercial....
<ul><li>Design our next flavor/product </li></ul><ul><ul><li>Consumer s can submit a short video telling us what new Energ...
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Energy Plus Marketing Plan

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Advertising/Promotional Marketing Plan for Introduction of a new energy drink for the health conscious consumer.

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Transcript of "Energy Plus Marketing Plan"

  1. 1. Sean McLamore
  2. 2. <ul><li>A good for you energy drink. </li></ul><ul><li>Caffeine, sugar, and guarana free. </li></ul><ul><li>Infused with Vitamin + Blend </li></ul><ul><ul><li>Containing: Vitamins A,B12, C, D, E, </li></ul></ul><ul><ul><li>Ginseng, acai, pomegranate, goji berry, </li></ul></ul><ul><ul><li>Resveratrol, and green tea. </li></ul></ul><ul><ul><li>Plus, creatine to help build muscle </li></ul></ul>
  3. 3. <ul><li>Energy Plus increases stamina, </li></ul><ul><li>helps maintain sharp focus, </li></ul><ul><li>and boosts overall energy production. </li></ul>
  4. 4. <ul><li>Primary Competitors: </li></ul><ul><li>Healthy Positioning: </li></ul><ul><ul><li>Bazi </li></ul></ul><ul><ul><li>FRS </li></ul></ul><ul><ul><li>Xe </li></ul></ul><ul><ul><li>Zowii-energy </li></ul></ul><ul><ul><li>Activate-energy </li></ul></ul><ul><li>Non-healthy Positioning </li></ul><ul><ul><li>Monster </li></ul></ul><ul><ul><li>Rockstar </li></ul></ul><ul><ul><li>Rebull </li></ul></ul><ul><ul><li>Full Throttle </li></ul></ul><ul><ul><li>Nos </li></ul></ul><ul><ul><li>5-hour energy </li></ul></ul><ul><ul><li>Burn </li></ul></ul><ul><ul><li>Amp </li></ul></ul>
  5. 5. <ul><li>Secondary Competitors: </li></ul><ul><ul><li>Mt. Dew </li></ul></ul><ul><ul><li>Gatorade G2 </li></ul></ul><ul><ul><li>Powerade </li></ul></ul><ul><ul><li>V8 Fusion </li></ul></ul><ul><ul><li>Vault </li></ul></ul><ul><ul><li>Vitamin Water </li></ul></ul><ul><ul><li>Sobe Lifewater </li></ul></ul>
  6. 6. <ul><li>According to DDB Lifestyle Survey: </li></ul><ul><ul><li>Heaviest users of energy drinks/sports drinks are: </li></ul></ul><ul><ul><ul><li>Individuals who are between 25-44 </li></ul></ul></ul><ul><ul><ul><li>Males who are employed full time </li></ul></ul></ul><ul><ul><ul><li>Males who are employed as operators/ fabricators /laborers (blue-collar jobs) </li></ul></ul></ul><ul><ul><li>Heavy Consumption is equal to 5+ times per week </li></ul></ul>
  7. 7. <ul><li>According to the DDB Survey: </li></ul><ul><ul><li>The Heaviest users ideal self concept consists of: </li></ul></ul><ul><ul><ul><li>Competitiveness </li></ul></ul></ul><ul><ul><ul><li>Masculinity </li></ul></ul></ul><ul><ul><ul><li>Youthfulness </li></ul></ul></ul>
  8. 8. <ul><li>External Influences: </li></ul><ul><ul><li>They feel they work hard </li></ul></ul><ul><ul><li>They feel commercials that use people of their race tend to speak directly to them. </li></ul></ul><ul><li>Internal Influences: </li></ul><ul><ul><li>Their car is a reflection of who they are. </li></ul></ul><ul><ul><li>They have more self confidence than most </li></ul></ul><ul><ul><li>of their friends. </li></ul></ul>
  9. 9. <ul><li>Decision Process Influences: </li></ul><ul><ul><li>They feel that the internet is the best place to get information about products. </li></ul></ul>
  10. 10. <ul><li>Shopping/loyalty </li></ul><ul><ul><li>Shop at convenience stores </li></ul></ul><ul><ul><li>Don’t use coupons </li></ul></ul><ul><ul><li>Are impulse buyers </li></ul></ul><ul><ul><li>Try to stick to well known brands </li></ul></ul><ul><ul><li>Try to stick with favorite brands, even if something else is on sale </li></ul></ul>
  11. 11. <ul><li>Males </li></ul><ul><li>25-44 </li></ul><ul><li>Ideal self concept consists of: </li></ul><ul><ul><li>Masculinity </li></ul></ul><ul><ul><li>Competiveness </li></ul></ul><ul><ul><li>Youthfulness </li></ul></ul>
  12. 12. <ul><li>Energy Plus is an all natural energy drink infused with vitamins and minerals </li></ul><ul><li>Energy Plus is at the higher end of energy drinks in accordance to price, however, it is also the most nutritious alternative. </li></ul>
  13. 14. <ul><li>Overall marketing objectives: </li></ul><ul><ul><li>Generate first year sales of: $300,500,000.00 </li></ul></ul><ul><ul><li>Acquire 10% of the energy drink market </li></ul></ul>
  14. 15. <ul><li>Objective 1: Crate awareness among 90% of target audience </li></ul><ul><li>Objective 2: Create interest in the brand among 70% of target audience. </li></ul><ul><li>Objective 3: Create positive feelings about the brand among 40% and preference among 25% of the target audience. </li></ul>
  15. 16. <ul><li>Objective 4: Obtain trial among 20% of the target audience. </li></ul><ul><li>Objective 5: Develop and maintain regular use/repeat purchases. </li></ul>
  16. 17. <ul><li>To help us reach communications objectives, </li></ul><ul><ul><li>We will be using a celebrity endorser: </li></ul></ul><ul><ul><li>Carmen Electra </li></ul></ul><ul><ul><li>Speaks directly to our target market and to their traits of masculinity, and competiveness. </li></ul></ul>
  17. 18. <ul><li>The one element we won’t be using in our media plan is newspaper. </li></ul><ul><ul><li>Too poor of reproductive quality </li></ul></ul><ul><ul><li>Lack of selectivity </li></ul></ul><ul><ul><li>Too much clutter </li></ul></ul>
  18. 19. <ul><li>Consisting of: </li></ul><ul><ul><li>Network TV- </li></ul></ul><ul><ul><ul><li>Lowest cost per person </li></ul></ul></ul><ul><ul><ul><li>Great for demonstration of product outcomes </li></ul></ul></ul><ul><ul><ul><li>Combo of sight and sound are dramatic and life like </li></ul></ul></ul><ul><ul><li>Radio- </li></ul></ul><ul><ul><ul><li>Low overall cost </li></ul></ul></ul><ul><ul><ul><li>Inexpensive to product </li></ul></ul></ul><ul><ul><ul><li>Highly selective </li></ul></ul></ul>
  19. 20. <ul><li>Magazine Ads- </li></ul><ul><ul><li>Highly selective </li></ul></ul><ul><ul><li>Amazing reproductive quality </li></ul></ul><ul><ul><li>Ads have a long life span </li></ul></ul>
  20. 21. <ul><li>Website- </li></ul><ul><ul><li>Information Center (hub) </li></ul></ul><ul><ul><li>Will feature: </li></ul></ul><ul><ul><ul><li>Testimonials </li></ul></ul></ul><ul><ul><ul><li>Store locator </li></ul></ul></ul><ul><ul><ul><li>In-depth product info </li></ul></ul></ul><ul><ul><ul><li>Info on current promotions </li></ul></ul></ul><ul><ul><ul><li>Content related to latest sporting events, and music. </li></ul></ul></ul><ul><ul><ul><li>Database marketing through Energy+ E-news </li></ul></ul></ul>
  21. 22. <ul><li>Two key campaigns </li></ul><ul><ul><li>“ Yeah… it’s that good!” </li></ul></ul><ul><ul><ul><li>Designed to inform, and build awareness. </li></ul></ul></ul><ul><ul><ul><li>Features TV ad, backed by radio and magazine ads. </li></ul></ul></ul><ul><ul><li>“ Can your dink do that?” </li></ul></ul><ul><ul><ul><li>Designed to instill emotions about our brand </li></ul></ul></ul><ul><ul><ul><li>Encourage brand preference </li></ul></ul></ul><ul><ul><ul><li>Features a radio and magazine ad </li></ul></ul></ul>
  22. 23. <ul><li>Magazine Ad from “Yeah…It’s that good!” </li></ul>
  23. 24. <ul><li>TV ad from “Yeah…It’s that good!” </li></ul>
  24. 25. <ul><li>Promotional Products/Sampling </li></ul><ul><ul><li>Hats </li></ul></ul><ul><ul><li>T-shirts </li></ul></ul><ul><ul><ul><li>To be given away at various college and professional football games by Carmen, herself. </li></ul></ul></ul><ul><ul><li>Also, she will be giving away free samples! </li></ul></ul><ul><ul><li>To find out which games she’ll be at, consumers can visit our website </li></ul></ul>
  25. 26. <ul><li>Promotions- </li></ul><ul><ul><li>Used to generate buzz through word-of-mouth </li></ul></ul><ul><ul><li>Informed by e-mail message, and on website. </li></ul></ul><ul><ul><li>Driven to site through TV, magazine, and radio ads. </li></ul></ul><ul><li>Two key contests: </li></ul><ul><ul><li>Design our commercial </li></ul></ul><ul><ul><li>Design our next flavor/product </li></ul></ul>
  26. 27. <ul><li>Design our commercial </li></ul><ul><ul><li>Consumers can submit a short video submission of our next commercial. </li></ul></ul><ul><ul><li>Consumers may vote for the best one on website. </li></ul></ul><ul><ul><li>Grand prize winner will be given a new Chevrolet Camero. </li></ul></ul>
  27. 28. <ul><li>Design our next flavor/product </li></ul><ul><ul><li>Consumer s can submit a short video telling us what new Energy + Plus flavors or new product extensions they would like to see created. </li></ul></ul><ul><ul><li>Grand prize winner will receive $25,000.00 </li></ul></ul><ul><ul><li>Second place winner will receive $5,000.00 </li></ul></ul>
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