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Energy Plus Marketing Plan
 

Energy Plus Marketing Plan

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

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

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    Energy Plus Marketing Plan Energy Plus Marketing Plan Presentation Transcript

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