1. -Sampling strategy-
Proactive consultant team
Case Study Show
Belgrade, April 2011

2.  Intro
 Market situation
 Problem statement
 Analysis
 Recommendations
 Cost/Effects/Impact
 Action plan
 Finances
 Summary

3.  Ultra Energy says NO to the limits!
 Ultra Energy dares you!
 Ultra Energy has the formula for solving
every problem!
 Ultra Energy makes your engine work on a
higher level!
 Ultra Energy is your cheapest ticket to the
sky!

4. Company Logo

5. Market is growing
Big competition
(direct & indirect)
2nd place on market
We can recruit
new consumers
and gain more
market share!

6.  New look should be promoted through
sampling!
 How to sample without wasting?
 Focus groups should be detected.
 Plot the consumption occasions.
 Where and when should we start?!
MORE AND MORE CONSUMERS!

7.  Why do they drink energy drinks?
 How much money do they have to spend
daily?
 What kind of daily activities do they
prefer?
 What attracts them?

8. 25-29
12-18
19-24
Everybody
wants free
things!!!

9. •Survey
•Burn
•How easy is
to locate
occasions?
Daily energy boost
Work out
Morning kick
Hanging out
Home party
Clubbing
Intense studying
Intense studying
Hanging out
Work out
Daily energy boost

10.  Ultra Promo team
 Ultra Energy Host program
 Ada adventure weekend
 Ultra Energy pedestrian cross
 Student sampling
 Ultra Fitness team
 Sales promotion and trip contest

11.  Belgrade
 Novi Sad
 Nis
 Kragujevac

12. • New package
• Photo competition on Facebook!
• Ada adventure weekend
• Media support

13.  Two day long party
 Bungee jumping
 Adventure park
 Numerous sampling
 Prizes and free t-shirts

14.  Counters on main squares or frequent places
in targeted cities.
 Pedestrian crosses around counters with
sampling cans.
 Cool visibility.

15. You don’t need
this, just drink
Ultra Energy!

16.  Secret sampling!
 Branded team of 3 guys
and 3 girls.
 Visiting numerous fitness
centers in targeted cities.

17.  Six pack for a price of five cans.
 Trip contest with codes:
 Awards:
▪ 1st place – trip to Ibiza
▪ 2nd place – trip to Ios
▪ 3th place – tandem skydiving

18. Cost Effects
Ultra Energy Host program Fun on the streets, direct interaction with potential
consumers, new ideas of advertising
Ultra Fitness team Buzz marketing, intrigue people
Ultra Energy promotion
team
Direct interaction with potential consumers, fun and
sexy way of promoting plus provocative visibility
Ada adventure weekend Very big interaction with consumers, being present in
media for free, gaining new consumers, direct
interaction with focus groups
Student sampling Gaining new customers, raising market share in student
segment
Novi Sad fishing Animate people, presenting them something on
unusual way, trigger a desire for our product
Ultra Energy pedestrian cross Good visibility, different way of attracting consumers’
attention

19. Low High
High
Cost
Impact
Low
4
1
3
2
7
56
1. Ultra Energy Host
program
2. Ultra Energy Fitness
team
3. Ultra Energy Promo
team
4. Ada adventure
weekend
5. Student sampling
6. Novi Sad fishing
7. Ultra Energy
pedestrian crosses

20. June July August
Promotion of
contest
Ultra energy
host program
Student
sampling
Ada -adventure
weekend
Ultra energy
promo team
Ultra fitness
team
Sales
promotions

21. Sources Samples Costs
ultra energy host program 3.428,57 EUR
ultra promo team 9.028,57 EUR
ultra fitness team 1.828,57 EUR
Ada adventure weekend 5.458,57 EUR
Ultra energy pedestrian cross 128,57 EUR
Sales promotion(5+1) 463,57 EUR
Code lottery 4.428,57 EUR
Unexpected costs 2.000,00 EUR
Sampling cans 3.000,00 EUR
Total costs 29.765,00 EUR
1 500
64 500
500
30 000
2 000
1 500

22.  Focus groups should be treated separately, but
also integrate them together in our strategy!
 Plotting is necessary for building right strategy.
 Creativity, peoples attention and triggering
their desire are very important!
Bigger market share and gaining
new customers!

23. THANK YOU FOR
YOUR ATTENTION!
QUESTIONS?!
Proactive consultant team:
Darija Petropoljac
Vladimir Vasic
Andrea Fratric
Damjan Ivanovski