2. 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.
http://bonibeckregis.blogspot.com
3. 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
http://bonibeckregis.blogspot.com
4. 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
http://bonibeckregis.blogspot.com
7. 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
http://bonibeckregis.blogspot.com
8. 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.
http://bonibeckregis.blogspot.com
11. 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)
http://bonibeckregis.blogspot.com
13. 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.
http://bonibeckregis.blogspot.com
19. 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)
http://bonibeckregis.blogspot.com
20. 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
http://bonibeckregis.blogspot.com
21. 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
http://bonibeckregis.blogspot.com
22. 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
http://bonibeckregis.blogspot.com
23. 8a. Sting Energy Drink has its own
website
LOCAL
INTERNATIONAL
http://www.pepsiphilippines.com/prod-sting.php http://www.stingenergy.com/index.php
http://bonibeckregis.blogspot.com
24. 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
http://bonibeckregis.blogspot.com
28. 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
37. 8b. Extra Joss Energy Drink TVC
Extra Joss Energy
Drink TVC taught their
PTM how to prepare
and enjoy their drink
http://bonibeckregis.blogspot.com
40. 9. Sting Energy Drink is available ….
• Nationwide (supermarkets and
convenient stores)
• Also available in some countries
around the world
http://bonibeckregis.blogspot.com
41. 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
http://bonibeckregis.blogspot.com
43. 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
http://bonibeckregis.blogspot.com
44. 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
http://bonibeckregis.blogspot.com