Research/Analysis

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Research/Analysis

  1. 1. Katy Broskey Nicole Cersosimo Chris Coscarelli Suhyun Kim
  2. 2. Once upon an energy drink… <ul><li>Japan is home to first known energy drink in 1960’s, Lipovitan </li></ul><ul><li>Lucozado Energy (UK), Josta (US) among 2 pioneers in market who utilize mental and cognitive performance enhancers </li></ul><ul><li>Red Bull (introduced in 1997) ranks #1 in 2008 market share </li></ul><ul><li>Other 2008 market share leaders: Monster, AMP, Rockstar and Full Throttle </li></ul><ul><li>Over 400 brands exist </li></ul>
  3. 3. Full Throttle Historical Significance <ul><li>Born in late 2004 in United States </li></ul><ul><li>Adopted child of the Coca-Cola Company </li></ul><ul><li>Younger cousin of Powerade (Sport Drink) </li></ul><ul><li>Sponsored by the National Hot Rod Association (NHRA) </li></ul>
  4. 4. Growth Trends Based on Dollar Sales <ul><li>June, 2005 - 7.8% Market Share </li></ul><ul><li>June, 2006 - 6.9% Market Share </li></ul><ul><li>August, 2007 - 6.9% Market Share </li></ul>
  5. 5. Campaign Trends Where We’ve Been…and Haven’t Been <ul><li>• Heavily influenced by masculinity </li></ul><ul><li>- Nascar, NHRA, BMX, other extreme sports </li></ul><ul><li>- Drawn towards Earthy color tones, rigid audio waves, tattoo’s </li></ul><ul><li>• Minimal advertising impressions in all media </li></ul>
  6. 6. $1.99 $1.99 $1.99 $1.99 Original Fury Blue Demon Sugar Free
  7. 7. Why? Why? Why? <ul><li>Full Throttle is not #1 in T.O.M.A </li></ul><ul><li>(and we need to be) </li></ul><ul><li>In fact, we aren’t even top 3 (Acme Alliance) </li></ul>
  8. 8. Down, But Not Out
  9. 9. Main Competitors <ul><li>Red Bull © Gives You Wiiings </li></ul><ul><li>Monster © Unleash the Beast </li></ul>
  10. 10. <ul><li>Introduced in 1997 </li></ul><ul><li>#1 Energy Drink in Dollar Sales – 42.6% </li></ul><ul><li>#1 in TOMA (Acme Alliance) </li></ul><ul><li>Offers Original and Sugar Free flavors </li></ul><ul><ul><li>8.3 oz. and 12 oz. cans </li></ul></ul><ul><ul><li>$1.99-$2.99 </li></ul></ul><ul><li>Advertising Strength: Wiiings commericals </li></ul><ul><li>Multiple Sponsorships </li></ul>
  11. 11. <ul><li>• Introduced by Natural Hansen Co. in April 2002 </li></ul><ul><li>• # 2 Energy Drink in Dollar Sales – 14.4% </li></ul><ul><li>• Offers 6 flavors </li></ul><ul><li>- Packaged 16 oz. cans </li></ul><ul><li> - $2.30 </li></ul><ul><li>• Brand Extension </li></ul><ul><li>-Java Monster (8 flavors) </li></ul><ul><li>• Advertising Strength: Developed Strong Brand Identity </li></ul><ul><li>• High sport sponsorships and college campus friendly </li></ul>
  12. 12. Consumer Demographics <ul><li>Males, ages 18-24 </li></ul><ul><li>Attend/attended college </li></ul><ul><li>House Hold Income - $20-$29,000 (126) </li></ul><ul><li>Race: White (97), African American (152), American Indian (152) </li></ul><ul><li>Martial Status: Never married (191), </li></ul><ul><li>Engaged (215) </li></ul>
  13. 13. Consumer Psychographics <ul><li>•Buy products for feeling and general acceptance </li></ul><ul><li>•Willingly overspend for lifestyle </li></ul><ul><li>•Strong brand loyalty </li></ul><ul><li>•Media savvy </li></ul><ul><li>•Practical/value oriented </li></ul>
  14. 14. On the Horizon A New Target Market <ul><li>• Women ages 18-24 </li></ul><ul><li>• College students </li></ul><ul><li>• Desire Social Atmosphere </li></ul>
  15. 15. Problems <ul><ul><li>• Marketing to females may detract male consumers </li></ul></ul><ul><ul><li>• Minimal advertising weakens brand awareness </li></ul></ul><ul><ul><li>• Current nutrition facts may not sit well with a female audience </li></ul></ul>
  16. 17. Opportunities <ul><li>Earn sole possession of female energy drink market </li></ul><ul><li>Build off our parent company’s success </li></ul><ul><li>Position Full Throttle with light alcohol consumption </li></ul>
  17. 18. “… when Red Bull started marketing their drink to bars as a cocktail mixer, its popularity skyrocketed.” <ul><li>-Jeff Penalty, Swindle Magazine </li></ul>
  18. 19. “ If Full Throttle was advertised with alcohol I would definitely buy it.” <ul><li>- Tacey Crivaro, WVU Senior </li></ul>
  19. 20. Strategic Campaign Directions <ul><li>1. A health-conscious beverage offering all the energy but half the carbs </li></ul><ul><li>2. A sexy drink that, when in hand, boosts confidence and screams sociality </li></ul><ul><li>Acme Alliance concludes direction 2 offers “continual potential” for target’s wants/needs </li></ul>
  20. 21. Thank you <ul><li>Acme Alliance Research Team </li></ul><ul><li>Focus Group Participants </li></ul><ul><li>Library Assistants </li></ul><ul><li>Clients </li></ul><ul><li>ADV 459 </li></ul><ul><li>Sources available upon Request </li></ul>

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