INTRODUCING
GULP IT!!! (Energy drink for women)
ABOUT
OUR
PRODUCT
Energy drink targeting women Low sugar No caffeine Aerated
PRODUCT RANGE
Available in Different flavours: Cherry Blast, Cool Berry, Choco Chic, Cranberry, . Available in Different Size: 200ml 35rs 500ml 68rs
Market Review
Indian retail market for energy drinks is worth
approximately $44million
Red bull holds approximately 50%market share
worth $22 million
Consumers often confuse energy drinks with sports
drinks such as Gatorade and PowerAde.
FACTORS INFLUENCING THE ENERGY DRINK MARKET
Seen as addictive, drug-infused beverages with negative health implications Major beverage corporations are weighing into the energy drink market with their own variations Todays youth and young adults are facing increased responsibilities
COMPETITOR ANALYSIS- MARKET SHARE
Red Bull 50% Monster- 6% XXXX 2% Tzinga4% Cloud 9- 38%
REAL COMPETITION
Multi-dimensional corporations that are market leaders in several other sectors that have the ability to advertise infinitely because of their substantial budget and brand leadership. Pepsi Coca-Cola
MARKET SEGMENTATION
Who? Women 16-35, comfortable personal income Aggressively pursuing goals Reject some social conventions(housewife, marriage) Urban, or want to be Secondary target males, similar demographics also teens, but in advertently
LAUNCH STRATEGY
When? 31st Dec,2012
Where? National campaign Focus on urban markets
How? Transit, print, television Reach is key Energetic and outgoing Female oriented channels Message should support independence Event marketing/sponsorship
MEDIA STRATEGY
Media Scheduling 1 year national campaign High intensity through the busy holiday season Maximize total impressions and utilize a broad range of channels. A profile match strategy will be implemented. Womens magazines such as Diva, Women ERA, Femina Television programs such viewed by our target audience
Reach/Frequency/Continuity Brand awareness and image are necessary to succeed Campaign must connect with the target to encourage trial purchase and eventually brand loyalty Frequency to ensure the consumer recognizes the products new image
Market Coverage Trendsetting areas - major urban markets Reaching the trendsetting female is the main concern of the campaign.
Timing
Campaign will focus heavily on promoting Gulp it! from September 1st to December 31st Prime time television ads will be prominent as well as the already existing, transit and magazine advertising
AD CAMPAIGN
Show attractive women consuming Gulp it! as a substitute for coffee and other energy supplements The target market will see how effectively Gulp It! fits into their busy lifestyle There must be a clear contrast between the average, dull woman and the successful, vibrant Gulp it! drinker
Tone & Style Humor will be used to stress the advantages of Gulp it! over other energy supplements and competitive brands Appeal Techniques The positive aspects of Gulp it! will be presented in contrast to the negative aspects of the alternatives demonstrated visually as well as implied
MEDIA SELECTION
Magazines Provides critical brand awareness Clear and precise demographics electivity Geographic flexibility across many urban markets Most of our target audience read or are influenced by readers of the feminine magzines
IMC
Sales Promotion Must encourage the first purchase of the product in store Make the new target market aware of the product and its benefits Rs. 8,00,000 set aside for design, creation, and distribution of sales promo materials and cooperative advertising costs
POINT OF PURCHASE
Large displays integrated into the cooler shelves that hold the product Freestanding units at the point of purchase
PUBLIC RELATIONS
Getting Involved Effectively build the Gulp it! brand in association with female culture Target market is among the worlds most intelligent and critical consumer segments Gulp it! brand must make substantial, visible contributions to causes affecting the modern woman
Getting Involved Gulp it! will announce a donation of $1million to the Indian Breast Cancer Foundation The most publicized issue affecting women worldwide Funds have been earmarked as part of the marketing budget Following the public announcement of the donation, every can of Gulp it! sold in India will be stamped with the pink ribbon
CONCLUSION
