3. hundred million
1357
estimate
756
540
2012
2013
2015
HOT6ix is a highly caffeinated energy drink by LOTTE CHILSUNG BEVERAGE CO., LTD.
It had been released in Korea on March, 4, 2010.
It had gained explosive popularity among young people and sales of it are increasing rapidly in
Korea.
4. An energy drink is a type of beverage containing stimulant drugs, chiefly
caffeine, which is marketed as providing mental or physical stimulation.
They may or may not be carbonated, and generally contain large amounts
of caffeine and other stimulants, and many also contain sugar or other
sweeteners, herbal extracts and amino acids.
Coffee, tea and other naturally caffeinated beverages are usually not
considered energy drinks. (from Wikipedia)
American sales of energy drinks were $8.6 billion in 2012, about 12 times
their level a decade earlier, according to Euromonitor, a research firm.
(Sales in western Europe more than tripled, to $5 billion, over the same
period.) Red Bull is America‟s leader with 36% of sales. Monster has 29%;
Rockstar, 8%. (from The Economist)
Energy drink market scale of Korea is about 200 billion won. And now no.1
of energy drink market is HOT6ix in Korea. Lately It released „HOT6six
Light‟ and „Fruit Energy‟ and kept leading energy drink market in sales in
Korea. (from Sports seoul)
5. Overall Observation of HOT6ix fan page
Frequency: Hot6 usually updates once or twice every other day.
(At least once every three days)
POSTS
JUL
AUG
SEP
OCT
40
22
27
POSTS
11
(OCT/1st-16th)
0
Like a page 50,340 people,
People talking to this 1,907 people
Language: Korean
Tone: informal & friendly
20
40
60
6. Overall Observation of HOT6ix fan page
Formats: text, photo and video
Feedback: HOT6‟s fan page always interacts with its followers
and respond to their questions and comment.
(OCT.1st-16th, Hot6 posted 11 posts and responded to 7 posts)
7. Analysis of HOT6ix fan page
Promotional Event
HOT6ix updates many events, promotional posts and followers like
those posts the most.
It does not just provide free coupons or samples. It has people actively
participate in HOT6 fan page.
Followers play a game, write down their funny episodes on
comments, solve the quiz and join in UCC contest. And then, they can
get free HOT6 or tickets
For the concerts. It, also, supported new semester party of university
students as an event. It provided two boxes of HOT6 to 100 teams. To
win, lots of students wrote comments and shared with their friends. It was
the effectively promotional event.
8. Analysis of HOT6ix fan page
Interactivity
HOT6 fan page always tries to interact with people by talking about
casual subjects, and using informal and friendly tone. It usually talks
about Mother‟s day, Rose day, rainy day, people‟s today, the vacation and
other casual things. It easily gains the sympathy and attention.
The fan page responds to people‟s comments a lot. People would feel
close to HOT6 and get some interests.
9. Analysis of HOT6ix fan page
Also HOT6 can be tagged in the photos and videos that people
upload.
People who got free HOT6 or got any gift uploaded their pictures for
certifying that they got free HOT6s from an promotional event.
Then, HOT6 tries to interact with customers by commenting on or
likes it.
10. Analysis of HOT6ix fan page
The Best effective contents
Three most popular marketer-generated posts based on number of Likes:
Three most popular posts have a common thing; event and reward.
Three most popular posts are about promotional events. People can participate in
by Like, comment and game. And people who participated in could win the events
and get free HOT6. Event posting attracts people easily.
11. Analysis of HOT6ix fan page
No connection
As I said at „Good example‟, interacting with consumers by casual subjects
is HOT6‟s good point, but HOT6 sometimes uploads casual things too
much, even, not be connected to Hot6. Of course, a casual subject is
good for increasing people‟s attention, but people cannot get any
message or effect from it.
12. Analysis of HOT6ix fan page
One of the worst effective contents based on number of Like is a post
about making advertising film. Actually, this post has no problem.
However, why does it have low Likes and comments? On the
contrary, People tends to highly have a attention on posts about events and
casual talk. I think it means HOT6 is not communicating a brand
message to people effectively on the fan page. People seem to not be
interested in HOT6 itself. When HOT6 posts about events and casual
topic that are not related to the brand, people focus on what it said.
13. Overall Observation of Competitors
Red Bull Energy Drink is a functional beverage providing various benefits.
Its effects are recognized throughout the world by top athletes, busy professionals,
college students and travelers.
(from Red Bull fan page)
Frequency:
Red Bull updates frequently; twice a day
(at least once every other day)
Like a page 40,583,759
People talking about this 380,963
Language: English, Korean
Formats: text, photo and video
14. Overall Observation of competitors
Monster Energy is an energy drink, launched by Monster Corporation in 2002. The
regular flavor comes in a black can with a green tear-shaped M logo, implied to have
been torn by the claws of a "monster". The company is also known for supporting
many extreme sports events such as BMX, Motocross, skateboarding and
snowboarding, as well as eSports.
(from Wikipedia, Monster Energy)
Frequency:
Monster Energy frequently updates its fan page, sometimes several times a day
(at least once a day)
Like a page: 23,641,984
people talking about this 147,180
Language: English, Korean
Formats:
text, photo and video
15. Analysis of Competitors
Image-Making
Red Bull is known for sponsoring extreme sports like
skydiving, paragliding, motorcycle and car racing, so it always updates
extreme sports pictures. Red bull reminds people of extreme sports by
posting consistent messages. People can check sports schedule which
Red Bull supports, videos, photos and message. It makes people feel
excited, hot and something young when they think about Red Bull.
Also, people want to share the cool pictures with their friends.
16. Analysis of Competitors
Monster Energy, also, sponsors extreme sports like Red Bull, so Monster
Energy posts their exclusive content such as news, sporting
event, promotional content of the concerts, photos, videos and athletes
who they sponsor. It targets towards people who is young and active.
these image making makes the brand wilder. If I have to find a difference
from Red Bull‟s extreme sports, Monster Energy more focus on athletes
they sponsor.
Red Bull and Monster Energy‟s extreme sports strategies are good for
making brand image and enable to have a lot of fans.
17. Analysis of Competitors
Entertaining Contents
Red Bull Facebook page has Red Bull games and TV app. These are not
just a game and TV. Red Bull games are related to their brand-extreme
sports, for example, racing game. TV app, also, shows extreme
sports. These entertaining contents not only make people stir up interest
and surely remind people of their brand image which is sponsoring the
extreme sports. Moreover, these contents make people stay on Red Bull
page for a long time.
18. Analysis of Competitors
Promotion
Monster Energy has sponsored various people. Monster Energy
supports and sponsors music, party, gaming and military, so Monster
Energy has various its pages and holds events at concert, party and gives
information to fans. Gaming fans, militaries and music fans would be drawn
in Monster Energy. Red Bull, also, sponsors many athletes and the music
bands. Red Bull holds global events and fans can check for the
schedule on the page. It’s informative.
19. Analysis of HOT6ix fan page
One-Way
Red Bull and Monster Energy hardly post about on-topic conversation or
ask casual questions to their fan. In short, there is lacking in interaction
between the brands and fans. I know Monster Energy and Red Bull provide good
contents, but, on their Facebook pages, I cannot find any posts which interact with
fans in previous a few months posts. It seems like the brands secretly prohibit
writing anything on the walls. Also I could not find any responds and feedback.
I could see it on Monster Energy Gaming page,
not Monster Energy.
20. Conclusion of Analysis
Similarities
① HOT6ix and competitors frequently update their new content,
and actively use Facebook fan pages as marketing and promotion.
② They use various formats like game, video, photo, Youtube link and Instagram.
③ Progressing promotional events-Red Bull often provides information of big sports events
and promotes it on the page. HOT6ix usually holds a surprise event for
free tickets and free HOT6ix on the page.
Differences
① Red Bull and Monster Energy send and communicate a consistent message
to their followers on the page. They emphasize and show that they support
and sponsor the extreme sports and music, so they settle their brand image.
However, HOT6ix don‟t send a consistent message. HOT6ix often updates
posts which are not related to the brand.
② HOT6ix actively interact with the followers and respond to them with very
friendly tone. On the contrary, Red Bull and Monster Energy don‟t respond to
their followers.
③ Red Bull and Monster Energy don‟t focus on the drink itself.
21. Conclusion of Analysis
Insight
Facebook fan page is kind of a place for communication between the brand and
customers. In this case, HOT6ix is excellent in interacting with followers with
discussing on-topic and engaging content. HOT6ix almost respond to follower‟s
all questions and posts. It makes followers feel close to HOT6ix. Indeed, lots of
followers like its casual posts and get some interested in it, but those contents are
sometimes not related to HOT6ix. HOT6ix needs to send their brand image
through posts. HOT6ix has to make fans, not temporary followers for free
HOT6ix on the page.
22. SWOT Analysis of HOT6ix
SWOT Analysis of HOT6ix on Facebook platform
Strengths
Weakness
Engaging questions & on topic post
Active responds-Interaction
Various formats
Promotional Events
No brand image& message
Some posts are not related with HOT6ix
Opportunities
Threats
Increasing fans of page
followers want to share HOT6 events
with their friends.
Comical content-game, characters and
Videos
Followers consider HOT6ix is
No.1 energy drink in Korea
Other Korean energy drinks use
Facebook pages
Temporary fans of the page for an
event
23. Recommendation for HOT6ix
Brand Image
-Like Red Bull and Monster Energy, HOT6ix needs the brand image. Currently, I cannot find any brand image
on its Facebook. HOT6ix promotes that it‟s good for „overcoming fatigue‟ on the page. Already, there are many
other Korean energy drinks promotes like that, so it feels like that HOT6ix‟s image is vague and nothing special.
If HOT6ix supports extreme sports or just sports, It make a difference from other Korean energy drinks. And
Sports fans can be HOT6ix fans. I think HOT6ix doesn‟t need to sponsor famous athletes like Red Bull and
Monster Energy. Rather than, it would be nice to support normal people who try extreme sports at first time and
enjoy exercising everyday, and more focus on Hot6ix‟s product itself than Red Bull and Monster Energy. And
then, followers would like that HOT6ix updates sports, hot, active and young text, photos and video.
Also it is HOT6ix‟s current character and logo using on the
Facebook page. However, I cannot feel any intense
power, energy or strong from that logo. It looks like a
character from other soda. HOT6ix needs to make new logo.
HOT6ix followers are enthusiastic about active and
young design, not a cute character. HOT6ix needs to
make more intensive image and design.
24. Recommendation for HOT6ix
Consistent message
HOT6ix frequently updates new posts, but an important thing is What does it communicate (which
message), not how often does it update. HOT6ix usually updates about it‟s events, promotion and casual posts.
Casual posts are good because followers are drawn in those things easily and interact with them, but it
sometimes updates statues/ posts are not related to the brand. It could create confusion and look discursive, so
statues and posts on HOT6ix page should be related to HOT6ix. HOT6ix updates pretty funny and comical
contents. Followers would like it and want to share with their friends. However, this page is not a page for humor
or comic, so it should be related to HOT6ix.
For example, this post would be better to be instead
written,
“These are features who people don‟t have a
boyfriend/girlfriend. Is it you? How about going out
tonight and having a fun after drinking HOT6ix? If you
like it or comment on it, we send free HOT6ix coupon
randomly!”
