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Rockstar Final

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Integrated Marketing Communication for Rockstar Energy drink

Integrated Marketing Communication for Rockstar Energy drink

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  • DescriptionOnline application assist in balancing lifeRationaleSolve consumers problemBrand engagementLifestyle BrandingredientImplementationThis will run on our website Rcokstar69.com/360life. The application will offer 3 functions mainly. Calendar, goal setting, and a social network supportCalendar: this will function mainly like a normal organizer calendar like in Outlook.Goal setting and time management: At the beginning of your usage, user will have to allocate percentage of time they want to spent in each aspects of life. The result shows in this pie chart. Each color represents different aspects of life.Then we I enter my activities, it will record on the calendar and at the same time as you which aspects of life this will fall under. For example, yesterday I recorded on my 360 degree life that I have a presentation at 4PM. On Thursday. I will put this as a working aspect of mine. Then the application will show how am I doing compared to my desired time allocation that I set it at the start. Currently there’s a similar program offered on iphone. Thereofre we have the thrid aspect.3. Sense of community support., users have a choice to share their schedule on website and make their page public. Our system will recognize people who share a similar aspects of life and time allocation. They will be matched up for friend or mentoring and send message between each other. If users want to even get more engage we offer blog and video content for their 360 degree life. How are we going to attract people to the site. We would conduct survey to find who our new target market admire. And we would hire them as our endorser. They will share their aspects of life on our website. And the users can read and maybe structure their life accordingly. Imagine if you can study time management skills by seeing what they are doing and discover their goals in live of your idol.Media VehicleThis is a total online application or program runned on gadget like iPhone, itouch, and Blackberry and sync with Rockstar website and This is because we know that our target spend more time online and has these gadget.
  • RationalePersonalized the brandConsumer contentLow cost
  • It turns out, Rockstar is not differentiating itself from the other energy drink brands and meanwhile it’s missing out on this whole untapped market!Show snapshot of different websitesVirtually indistinguishable from each otherBut why?Surely not all energy drink consumers like BMX’ers and Metallica…
  • “All night partying”-Stephanie, 21, store clerk and full time student“Guys who hang out at gas stations”-John, 39, lawyer and parent “Tweakers,” –Jason, 28, loss prevention manager and musician“When I have to stay up late working on a school project or studying for a class because I worked that day”“Sometimes juggling work, band practice and daily errands requires an extra boost”“For those days I was up the night before until 3 am working on a case and I have to go to court, meet with half a dozen clients and help my kids with homework later that night, too”
  • Use Rockstar to stay up late to study and stay out late to party with friends Use Rockstar for energy to accomplish overload of tasks

Transcript

  • 1. Market Share 14%
  • 2. No Differentiation
  • 3. Jamie ,23 “Cosmetologist and aspiring model” Ryan, 20 “Taking a break from school and Adam, 27 enjoying life with “Full time clerk at my buddies” Savemart and avid gamer”
  • 4. Craig, 36 “Lawyer, parent of 2 and musician in my free time” Marissa,21 Stephanie, 23 “Full time “Full time retail student, part manager, ani time mal shelter job, honors, clu volunteer” b VP, athlete” Untapped market
  • 5. Undesirable brand image
  • 6. Situation • Untapped target Analysis market Consumer • Undesirable brand Insights image Competitor • Not differentiated Analysis enough
  • 7. Professional 1. Expand target market 2. Relatable brand image Non X-treme X-treme 3. Differentiate Unprofessional
  • 8. The real “rockstars” who drinks ROCKSTAR
  • 9. Young Professionals University students • Ages 25 to late 30’s • Ages 18 to 24 •Type A, Works • Multi- hard, career or family tasked, driven, ambitio driven, respected, social, us, has life well-rounded goals, studies hard
  • 10. Professional 1. Expand target market 2. Relatable brand image Non X-treme X-treme 3. Differentiate Unprofessional
  • 11. 1. College students • Age 18-24 2. Young Professionals • Ages 25- late 30 ‘s 3. Combined for College student and Young professionals
  • 12. Power up. Rock on. Traditional Online
  • 13. CBS Comedies NBC Comedies AMC Dramas
  • 14. Vanity Fair Rollingstone Wired
  • 15. Sherpreneur Inc. Entrepreneur
  • 16. Esquire • “Affluent, Educated, and Successful Professionals” • Median Household Income: 60,814 • Top Management: 7.9% • Professional/Managerial: 30.4% • Post Grad Study/Degree: 13% • Graduated College: 38.5%
  • 17. 4 PM IMC presentation 4 PM IMC presentation 360 Life 360 Life
  • 18. How do you power up with Rock star?
  • 19. • Art ,music and film festival
  • 20. • College campus Major financial district • Free T-shirt giveaway ROCKSTAR energy drink giveaway
  • 21. Activities Q1 Q2 Q3 Q4 Phase I “Power up. Rock on” TV Commercial Online Commercial Print Ads Billboard Give away Art music and film festival Website redesign Phase II “360 Life” Viral video Online Application