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Riase presentation

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  • Mandy
  • Ryan
  • Ryan
  • Chris
  • Chris
  • Brittney
  • Brittney
  • Brittney
  • Brittney
  • Brittney
  • Renee
  • Renee
  • Renee
  • Renee
  • Brittney
  • Ryan
  • Ryan
  • Chris
  • Mandy
  • Transcript

    • 1. RAISE ENERGY DRINK MANDY THELE - Account Manager RYAN DUNN - Media Planner RENEE HILL - Media Buyer BRITTNEY MADDALENA - Digital Manager CHRIS CHEW - Creative Manager
    • 2. Raise Energy Drink PepsiCo's Newest Energy Drink Product Launch Period: March-September 2014  Pilot Market: Lansing Target Market: “active” males and females ages 18-25
    • 3. Situation Analysis Clutter Frequency
    • 4. Goals Increase Awareness/Market Share Increase Sales
    • 5. Survey Questions Regarding Media Consumption 64 Respondents Within Target Market
    • 6. Survey
    • 7. Survey
    • 8. Survey
    • 9. Survey
    • 10. Secondary Research Trusted Source Males & Females 18-25 Spend 15+ Hours/Week
    • 11. Billboards & Posters 2 Billboards (Highway) $2,300/Month 2 Billboards (Intersections)  $2,300/Month 2 Posters (Intersections) $1,500/Each/Month Total = $85,400 for 7 Months
    • 12. Radio Tier 1 (Hit Music) Evening: $35/60 Sec. Weekend: $35/60 Sec. Tier 3 (Sports) Evening: $5/60 Sec. Weekend: $15/60 Sec. Total = $26,475 for 7 Months
    • 13. TV Tier 1 (ESPN) Primetime: $750/30 Sec. Tier 2 (MTV, FSD) Primetime: $750/30 Sec.  Total = $51,600 for 7 Months
    • 14. Promotions & Sponsorships Street Teams Sampling Michigan State Athletic Events Cause Marketing: (Marathons, 5k’s, Etc.)  Total = $48,000 for 7 Months
    • 15. Digital Media Google AdWords (SEM): $5,000/Month Google Keywords: Raise Energy, Energy, Energy Drink, Raise Drink, Workout, Sports, Sports Drink, PepsiCo, 5 Hour Energy, Worx, Red Bull, AMP, Vitamin Water, Gatorade, Full Throttle, Monster Total = $35,000 for 7 Months
    • 16. Facebook & Twitter Free Word-Of-Mouth Spread Awareness 700 Billion Minutes Spent on Facebook Per Month Twitter: Customer Engagement: 500 Million Users
    • 17. Schedule: Pulsing
    • 18. Creative Message  Objective:  Get People To Try Raise  Repeat Purchases  Target Audience:  Active/Healthy  Male/Female 18-25  Tone:  Uplifting  Motivational
    • 19. Summary 7 Month Launch Period Conclusion:  Establish the Brand  Increase Market Share  Continue to Boost Sales

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