Case Study for Bang energy drink conversion funnel and retention tactics aligned with KPI and marketing objectives.

1. Digital Marketing
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Unit 2 Homework
Marketing Plan
Energize Natural Energy Drinks

2. 2
2
Marketing Plan: Executive Summary
Brand Awareness Strategy
Objectives and KPI’s
Emerging Target Audience and highlights
Social Media Strategy for Lead Conversion
Note: Fill in this section after all other portions of the marketing plan are complete, then
move it to the second slide position in the deck.
Tactics

3. Marketing Plan:
Company Overview
3

4. 4
Marketing Plan: Market Analysis
Market Size
Global sales of energy drinks grew to $53.01 billion in 2018.
They are forecasted to increase to $86.01 billion by 2026
Energy Drink Sales Forecast
100
75
50
25
0
2018 2020 2022 2024 2026

5. 5
Marketing Plan: Market Analysis
Societal trends that could impact changes in the market:
01 Sales of sugar-based drinks have held steady.
02 Diet drinks and flavor innovations are driving category growth.
03 Healthier options are growing market-share, especially among new growth
audience groups such as women.

6. Marketing Plan: Competitive Analysis
6
Top Competitors Strengths Weaknesses
Red Bull Well known brand with longevity in
market, mass distribution, large
advertising budget.
Ingredient list viewed as unhealthy by health
conscious consumers.
Monster Well known brand with longevity in
market, distribution partnership with
Coca-Cola, many flavors.
Lower international sales; though, could
change with distribution partnerships.
Rockstar Well known brand with longevity in
market, mass distribution, focus on
active and “party” lifestyles.
Growth has slowed dramatically in recent
years.
Emerging Competitors Strengths Weaknesses
Bang Niche audience among bodybuilders
and other workout enthusiasts,
distribution at GNC and other vitamin
Distribution limits them and questions on the
true health value of product hinders their value
proposition.

7. Marketing Plan: Target Audience
Target audience demographics
7
Primary target audience:
● Men between the ages of
18 and 34 years consume
the most energy drinks.
● Nearly one-third of teens
between 12 and 17 drink
them regularly.
Emerging target audience:
● Women 25-34 for
specialized brands focused
on healthier ingredients.
● Athletes looking for
healthier options to
performance drinks.

8. Marketing Plan: Target Audience
Personas
8
Greg
Age: 26-year-old male
Profession: Electrician
Regularly buys energy drinks
on the way to or from work.

9. Marketing Plan: Target Audience
Personas
9
Katie
Age: 16-year-old female
Profession: High School Student
Regularly buys energy drinks
after school.

10. Marketing Plan: Target Audience
Personas
10
Elena
Age: 32-year-old female
Profession: Web Developer
Occasionally purchases natural
energy drinks after exercise classes.

11. Build brand Awareness through Social Media (Instagram+ TikTok)using values such as natural
sugar/natural ingredients on their drinks in 1Q 2021 between the emerging target
Write 3 broad objectives for the overall marketing plan.
Marketing Plan: Objectives
11
Write 3 corresponding KPIs.
1
#of new followers
on social media
# of email sign up
1
Increase lead generation in the 1Q 2021
using surveys and email marketing with tips for working out
2
Increase 10% sales in a 1Q of 2021 expanding distribution
3
# new email
marketing
prospection
# new surveys
2
Total # new
customer
# of distribution
places
3

12. Marketing Plan: Marketing Strategies
12
List the marketing strategy and tactics you plan to use to meet each objective.
Objective (copy this from Slide #10)
Marketing Strategy
Tactics
Build brand Awareness using values such as natural sugar/natural ingredients on their
drinks in 1Q 2021 between the emerging target (woman)
1
Social Media posts highlighting natural sugar/ingredients
1
Influencers and Youtube ads showing working out performance after drink Bang
1

13. Marketing Plan: Marketing Strategies
13
List the marketing strategy and tactics you plan to use to meet each objective.
Objective (copy this from Slide #10)
Marketing Strategy
Tactics
Increase lead generation using surveys and email marketing with tips for working out
2
Email marketing with quick tips displaying training tips, Tik Tok and Facebook Ads
showing real sponsored triathlon and crossfit competitors drinking Bang
2
Email marketing content: quick tips “how to boost your mood and rock your work out”
2

14. Marketing Plan: Marketing Strategies
14
List the marketing strategy and tactics you plan to use to meet each objective.
Objective (copy this from Slide #10)
Marketing Strategy
Tactics
Increase 10% sales in a 1Q of 2021 expanding distribution
3
Coupon discount
Buy 2 get a third one free
3
Coupon discount for online sales through retailers (Amazon, Target, walmart, HEB)/ Sampling
distribution in high school and gym aiming attract the emerging target (woman)
3

15. Instagram+influencers on youtube
ads]
[Paid Search+SEO content about “drinks
that helps work out performance”]
[random drawing on Instagram of other products such as T shits
and working out clothes]
[ 5 tips how to combine health
habits and energy drinks]
[Bet on Vegan seal and Gluten Free
that the brand stands out
[5 drinks you can make using energy drinks ,
on Pinterest]
[Email marketing with coupon discounts]
15
The Conversion Funnel
Awareness
Conversion
Consideration
Interest
Re-engagement

16. List the tactics from the previous slides and corresponding objective numbers.
Include the KPI(s) you plan to measure for each tactic to show if your objectives are
being met.
16
Marketing Plan: KPIs
Tactic Objective for Tactic KPI for Tactic
Influencers and Youtube ads
showing working out
performance after drink Bang
Increase #of views and
engagement creating brand
awareness
If # of views and engagement
increase 15% in the 1Q the
company will invest 10% more in
ads Q1
Email marketing content:
quick tips “how to boost your
mood and rock your work out
with Bang”
Increase consideration in the
brand and content that leads to
the website
Increase # of newsletter sign up
and # of visits the company will
invest 10% in ads Q2
Coupon discount for online
sales through retailers
(Amazon, Target, walmart,
HEB)
Increase brand awareness and
stand out over Celcius # of retail sales + # of online sales
can project 5% in ads