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Similar to Invictuz isotonic drink market potential target
Similar to Invictuz isotonic drink market potential target (20)
Invictuz isotonic drink market potential target
- 2. • 3 big players in the isotonic drinks market- Lucozade, Gatorade, Powerade • 94% of the market is dominated by the Isotonic section • Highly Competitive • Very Profitable • Very popular in the sports market • Less toxic than their hypotonic counterpart
- 4. K4L'S POTENTIAL TARGET MARKET FOR INVICTUZ • Age range- 11and above • Lifestyle- Targeting the people who believe in living an active lifestyle • Benefits for the consumers from drinking Invictuz- Longer hydration, lasting concentration and lasting consistency • Purchase occasion- consumers who would purchase Invictuz during major events in the sporting calendar (i.e. Olympics, ICC Cricket World Cup) • Product usage- consumers who would have exposure to the advertisement of Invictuz in mediums such as sports websites and sports magazines.
- 5. K4L'S SEGMENTATION STRATEGIES • Differentiated targeting strategy- K4L are looking to target Invictuz at 2 segments of the market • Looking at the target market through profile view- Age (11+) and Lifestyle (Active Lifestyle) • Distributed nationwide (local shops, retailers, vending machines, outlets and online) • Getting involved in sporting events, to help the growth of the brand
- 7. PRICING OF INVICTUZ • £1.10 RRP • Affordable to lower/higher social class/ low/higher income • Competitor orientated pricing
- 8. MARKET RESEARCH (COURTESY OF UNIVERSITY OF BRADFORD SPORTS SOCIETIES ) 13% 8% 13% 4% 33% 8% 0% 0% 5% 10% 15% 20% 25% 30% 35% RASPBERRY PINEAPPLE MANGO APPLE ORANGE RASPBERRY & APPLE STRAWBERRY & CHERRY Most Popular Flavours Chosen by the Potential Consumers Never Few Times a Week More than once a day 38% 50% 13% FREQUENCY OF CONSUMPTION OF ISOTONIC DRINKS 63% 38% 0% 20% 40% 60% 80% ENERGIZE DURING SPORTS ACTIVITIES NOT ENERGIZE DURING SPORTS ACTIVITIES Usage % of Isotonic Drinks during Sports Activities (The… Can 12% Bottle 88% PREFERRED CHOICE OF CARRYING THE INVICTUZ SPORTS DRINK
- 9. INVICTUZ DISSECTED SSP (Speed, Power, Precision) Band from K4L Enclosed Bottle Cap for reusability Bottled to carry it easily Invictuz Logo, with cusps and curves to balance the field between edgy as well as sporty Invictuz Orange Flavour KiX 4 Life Logo- a playful logo with an aim to promote sports and healthy living 100% recyclable bottle Nutritional values include vital vitamins B and A to increase performance
- 10. PROMOTION • Participating in local events such as Leeds10K, Sponsor local clubs, University sports teams • Social media communication via Facebook, Google + and Twitter • YouTube reviews/videos (educational and insightful) • Posters • Billboards • Online Advertisement
- 11. WHAT CSR MEANS TO K4L • Reaching the wider community, bringing them together through sports • Stakeholder safety and integrity (trusting the suppliers and keeping the customers safe and healthy) • Eco friendly manufacturing • Believing in equality • All the K4L products will be certified for consumption from the UK Food Standard Agency
- 12. LONG TERM PLAN • Launch a product range • Reaching Global consumers • Effective and targeted advertising • Enhancing global communications • Maintaining high standard relationship with the stakeholders to improve the CSR
- 13. WE ARE HAPPY TO TAKE ANY QUESTIONS #K4L #INVICTUZ #SPEED #POWER #PRECISION
Editor's Notes
- Hello and we are founders of Kix 4 Life and we are here to talk to you about our drink invictuz
- The Three major players in the UK isotonic sports drink market are Luco, Gatorade and Powerade 94% of the sports drinks types are dominated by these products Has less toxic sugars than their hypotonic counterparts
- K4L are an independent energy drinks brand looking to establish themselves in the energy drinks market, by having a playing image and promoting sport to safe guard the future and present generation through sport.
- We looked age which 11+ coz teenagers and younger and older adults tend to be active around that sort of age, which ties in with the next segment for targeting them active cyclists, football players, badminton players and gym goers. It is somewhat similar to the likes of Lucozade and Powerade. Talk about the benefit. Looking at how Powerade have used their aggressive advertising campaign to use purchase occasion, likewise Invictuz will follow that type of bench mark set by Powerade. Again the usage element will be used by K4L to ensure that Invictuz is exposed to the right audience in terms of using medium such as sports websites and sports magazines.
- We will look to target 2 segments through the differentiated strategy, because we are looking to aim Invictuz at both the physiographic and the behavioural sides of the market. We specified the market through age and will utilise intensive distribution to make Invictuz accessible to the retailers and other outlets. Also our strategy would be to get involved in organising sporting events to raise brand awareness and help the brand of K4L grow.
- This is the result of
- It will be retailed at £1.10 pen, which is affordable for both the lower class/low income as well as the high income and high class We are looking to use the strategy of competitor oriented pricing to match our potential competitors such as Lucozade and Powerade. Refer to the perceptual map, we have positioned ourselves in the premium side of the market, because we want our customers to perceive the drink to be of high quality for the price of 1.10
- We have figured out how they would use the isotonic sports, the most popular flavours and the way they want the product to be carried.
- Sponsorship with the university sports team, doing events Integration of social media, to have an intimate relationship with the consumers about product development Yo Tube Posters nationwide in popular places Billboards Online advertisement targeted in UK region only.