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PR proposal for launching a new product in the Boost range

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  1. 1. BOOST AIR Ashling Jönsson, Kalina Ilieva, Maarja Kulm, Olga Resetnaka, Petya Laleva January 2011
  2. 2. Watch Out For :
  3. 3. The Energy Drinks Market <ul><li>Energy drinks are the largest subsector of the health drinks sector in the UK with sales of around £500m in 2009 </li></ul><ul><li>Red Bull, worth nearly £190m, is the brand leader </li></ul><ul><li>31.5% of the UK adults consume energy drinks </li></ul><ul><li>The market is mature with one strong brand leader and a number of smaller brands with differentiated/niche marketing, including Lucozade, Monster, Powerade </li></ul>
  4. 4. Further into the Energy Drinks Market <ul><li>Energy drinks target young consumers between 13 and 35, particularly students or other individuals with active lifestyle </li></ul><ul><li>The majority of energy drinks consumers – 65%, are male </li></ul><ul><li>In 2009 the main media advertising expenditure on energy drinks was £21.733m and Red Bull only spent nearly £5m </li></ul>
  5. 5. Boost Marketing <ul><li>A relatively new energy drink brand </li></ul><ul><li>Differs from competitors with its low price </li></ul><ul><li>Targeted and young and active consumers </li></ul><ul><li>Unlike competitor brands, Boost products can be found only in smaller retailers and convenience stores </li></ul><ul><li>Its product range includes </li></ul><ul><ul><li>Boost Energy </li></ul></ul><ul><ul><ul><li>In 500ml and 1l bottles and 250ml cans and stimulation shots </li></ul></ul></ul><ul><ul><ul><li>Normal, Sugar Free and Cola flavour </li></ul></ul></ul><ul><ul><li>Boost Active and Sport </li></ul></ul><ul><ul><ul><li>Hydrating and energy stimulating </li></ul></ul></ul><ul><ul><ul><li>Flavours </li></ul></ul></ul><ul><ul><li>Smoothie </li></ul></ul>
  6. 6. Boost SW OT <ul><li>Strengths </li></ul><ul><ul><li>Low price </li></ul></ul><ul><ul><li>Strong brand values </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>Saturated market with a very strong brand leader Red Bull </li></ul></ul><ul><ul><li>Unavailability in restaurants and pubs, as well as in major retailers </li></ul></ul>
  7. 7. Boost SW OT <ul><li>Opportunities </li></ul><ul><ul><li>Exploring alternative marketing channels to create awareness and positive brand attitudes </li></ul></ul><ul><ul><li>Targeting a segment that has not yet been targeted by rivals </li></ul></ul><ul><ul><li>Higher availability of the product </li></ul></ul><ul><li>Threads </li></ul><ul><ul><li>Legislation </li></ul></ul><ul><ul><li>Health concerns about energy drinks </li></ul></ul><ul><ul><li>New product or new target segment being copied by rivals </li></ul></ul>
  8. 8. It’s A No Brainer <ul><li>Providing great tasting energy drinks </li></ul><ul><li>Providing value for customers and for retailers </li></ul><ul><li>An energy drink that provides great performance </li></ul><ul><li>Having various products to suit the different needs of consumers </li></ul><ul><li>A fun and friendly brand </li></ul>
  9. 9. Where are we Now? <ul><li>Fourth largest functional energy brand in the UK (AC Nielsen Total Impulse - Scantrack w.e. 13.06.09) </li></ul><ul><li>Profit of £960,000 for 2009 </li></ul><ul><li>Boost Drinks official Facebook page: 2566 fans </li></ul><ul><li>Several unofficial videos on YouTube </li></ul><ul><li>No mentions on blogs </li></ul>
  10. 10. Objectives <ul><li>New consumer sector </li></ul><ul><li>Keeping with the boost brand values </li></ul><ul><li>Product stretching </li></ul><ul><li>Creating new packaging </li></ul><ul><li>Creating a campaign to communicate the new product </li></ul><ul><li>Creating brand loyalty </li></ul>
  11. 11. Meet Avril <ul><li>18 years of age </li></ul><ul><li>Likes to hang “out” with friends </li></ul><ul><li>Physically active </li></ul><ul><li>Image is important for her </li></ul><ul><li>Receptive to new ideas </li></ul><ul><li>Low spending power </li></ul><ul><li>Just got her first job </li></ul>
  12. 12. The Product <ul><li>“ Product stretching of the energy range” </li></ul><ul><li>BOOST AIR </li></ul><ul><li>250ml can </li></ul><ul><li>No sugar added Boost </li></ul><ul><li>Strawberry taste </li></ul><ul><li>Pink packaging and contents </li></ul><ul><li>Targeted at females </li></ul>
  13. 13. Target Media magazines Surf Girl Magazine Louise Searle – Editor [email_address] Dig BMX Magazine Will Smyth – Editor [email_address] Sidewalk Magazine Ben Powell – Editor [email_address] Ryan Gray – Online Editor [email_address]
  14. 14. Target Media blogs <ul><li> </li></ul><ul><ul><li>Drake Vengance </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li> </li></ul><ul><ul><li>Constantin Gabor </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
  15. 15.
  16. 16. The Big Idea <ul><li>Create an online buzz about our new product by involving active girls in an interactive video </li></ul>
  17. 17. The Campaign <ul><li>Phase one: </li></ul><ul><ul><li>Uploading videos of extreme sports </li></ul></ul><ul><ul><li>Videos being liked on Facebook and retweeted on Twitter </li></ul></ul><ul><ul><li>The most liked videos are being selected for the viral video </li></ul></ul>
  18. 18. The Event Skaterham indoor skate park
  19. 19. Phase Two: Going Viral 4ba1BqJ4S2M
  20. 21. What Happens If You Have a Boost?
  21. 22. What Happens If You Have a Boost?
  22. 23. Campaign Evaluation <ul><li>Tight budget </li></ul><ul><li>Online campaign </li></ul><ul><li>ONLINE FREE EVALUATION </li></ul><ul><li>Results to be compared to existing statistics before the start of the campaign in order to: </li></ul><ul><li>measure audience ’ s awareness and response </li></ul><ul><li>understand which medium/platform was the most successful </li></ul><ul><li>compare results with previously used marketing tools and vehicles </li></ul>
  23. 24. Things To Look At
  24. 25. Are We There Yet? <ul><li>Have we clearly identified the target segment? </li></ul><ul><li>Have we reached it? </li></ul><ul><li>Have we become more interesting as a brand and product? </li></ul><ul><li>Have we encouraged the target audience to become proactive? </li></ul><ul><li>Have we increased sales? If yes, have they stayed this way? </li></ul>
  25. 26. References <ul><li> 4ba1BqJ4S2M [last accessed on 17 Jan 2011] </li></ul><ul><li> / [last accessed on 17 Jan 2011] </li></ul><ul><li> / [last accessed on 17 Jan 2011] </li></ul><ul><li> / [last accessed on 17 Jan 2011] </li></ul><ul><li> / [last accessed on 17 Jan 2011] </li></ul><ul><li> / [last accessed on 17 Jan 2011] </li></ul><ul><li> / [last accessed on 17 Jan 2011] </li></ul><ul><li> [last accessed on 17 Jan 2011] </li></ul><ul><li>Key Note Market Review (2009) Drinks Market. 19 th edition, Key Note </li></ul><ul><li>Key Note Market Report (2010) Fruit Juices & Health Drinks. 13 th edition, Key Note </li></ul><ul><li> [last accessed on 17 Jan 2011] </li></ul>
  26. 27. Thank you!!! Questions? Comments? Ideas?