JohnIdentify the StrengthsThen identify the key problem that the IMC can solve: Limited market place reachNot top-of-the mind energy drinkDon’t use main stream media
John:This slide shows our business challenge to take the market share from the smaller brands.
Maggie B. Now I want to introduce you to Kyle and Kelly. Kyle and Kelly are young adults, between the ages of 18-26 years old. Kyle and Kelly are young and single. They work hard but they like to play harder. They are healthy and energetic but they have a lot going on during their days. They love to spend time with their friends and hit the party scene. They love to go out and stay out late but they have to get up the next day and get things done. They drink caffeine daily and they are also very loyal to the brands they choose.Age: 18-28 years oldStudentsLow-middle income ($20-50k)Single/Not marriedPsychographicEnergetic and healthy lifestyleLike to socialize and go outEnjoy reading magazines/being trendyBuying FrequencyBuys caffeinated drinks regularlyProduct Usage: Drinks caffeinated drinks every day.Loyalty:High Loyalty to the brands they choose.DaytimeWorkSurf, skateboard, socialize at local hangoutsNightimeGo out to the barsStay out until 4 a.m.
Allison-so that all they have to do is get a Monster Energy drink in order to do what they need to do.
Maggie S. “Nearly 80 percent of consumers are gone from the home during a majority of the day,” (Clear Channel Outdoor Inc., 2008).***********Overall Objective: to engage a new audience (sports-minded ‘common’ people) and persuade them to use our product. Strategy: Combine viral (stickers) marketing and have an outdoor advertising presence to quickly target a new population.Viral Marketing Objective: encourage individuals to pass on our “Get Up and Go” campaign by word-of-mouth.Strategy: The exposure of our viral campaign creates a potential for exponential growth, which will make a mark in local and niche communities. This broadens the reach of our marketing message.Outdoor Advertising Objective: to create a bold visual impression which will generate strong impact, high awareness, image continuity and name recognition. Strategy: Outdoor advertising will reach a significant amount of consumers. Benefit: New monthly ads can be produced and advertised within minutes, great for new promotions.
Maggie S. We will use con adv throughout all media veh but vertain forms of media we will pulse throughout the year“Nearly 80 percent of consumers are gone from the home during a majority of the day,” (Clear Channel Outdoor Inc., 2008).***********
Business Situation<br />Current Advertising:<br />No mass media<br />Sports<br />Party Lifestyle<br />VIP access <br />Trips with top musicians & athletes<br />Current Target:<br />Athletes<br />Men, aged 14 - 26 <br />Extreme Sports, Gamers, Hip Hop.<br />“Lifestyle in a Can” advertising<br />“Our guys walk the walk in action sports, punk rock music, partying, hangin’ with the girls, and living life on the edge.” -Monster’s Official Website <br />
Marketing Strategies<br />During the Vans Warped Tour, a Monster bus hands out free energy drinks<br />An official sponsor of the X Games<br />Redeemable game codes on drinks for chance at winning prizes<br />
Brand Promise<br />Together with Monster Energy, the target can maximize their lifestyle.<br />To 18-28 year olds who live exciting and fast-paced lifestyles , Monster Energy is the energy drink that helps them perform better and get more done because of its larger packaging sizes, which provide more caffeine and supplements in each can.<br />
Primary Objectives<br />Change perceptions<br />Increase top of mind recall<br />Take market share<br />
Delivers high-profile exposure near point-of-purchase locations
Achieves market saturation and can reach a specific demographic target</li></ul>Stickers:<br /><ul><li>Geographically providing coverage in and around specific venues</li></li></ul><li>Why our plan works:<br /> Outdoor advertising provides the lowest cost per thousand, while maintaining the highest frequency. <br />Source: Clear Channel Outdoor 2009 Media Kit<br />
Seasonal Allocation of Media Dollars<br />$<br />$<br />$<br />$<br />$<br />$<br />$<br />$<br />