energy plus marketing plan

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

Males25-44 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!”

Ad1.pub

• 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