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Rockstar Final

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Integrated Marketing Communication for Rockstar Energy drink

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Rockstar Final

  1. 1. Market Share 14%
  2. 2. No Differentiation
  3. 3. Jamie ,23 “Cosmetologist and aspiring model” Ryan, 20 “Taking a break from school and Adam, 27 enjoying life with “Full time clerk at my buddies” Savemart and avid gamer”
  4. 4. Craig, 36 “Lawyer, parent of 2 and musician in my free time” Marissa,21 Stephanie, 23 “Full time “Full time retail student, part manager, ani time mal shelter job, honors, clu volunteer” b VP, athlete” Untapped market
  5. 5. Undesirable brand image
  6. 6. Situation • Untapped target Analysis market Consumer • Undesirable brand Insights image Competitor • Not differentiated Analysis enough
  7. 7. Professional 1. Expand target market 2. Relatable brand image Non X-treme X-treme 3. Differentiate Unprofessional
  8. 8. The real “rockstars” who drinks ROCKSTAR
  9. 9. Young Professionals University students • Ages 25 to late 30’s • Ages 18 to 24 •Type A, Works • Multi- hard, career or family tasked, driven, ambitio driven, respected, social, us, has life well-rounded goals, studies hard
  10. 10. Professional 1. Expand target market 2. Relatable brand image Non X-treme X-treme 3. Differentiate Unprofessional
  11. 11. 1. College students • Age 18-24 2. Young Professionals • Ages 25- late 30 ‘s 3. Combined for College student and Young professionals
  12. 12. Power up. Rock on. Traditional Online
  13. 13. CBS Comedies NBC Comedies AMC Dramas
  14. 14. Vanity Fair Rollingstone Wired
  15. 15. Sherpreneur Inc. Entrepreneur
  16. 16. Esquire • “Affluent, Educated, and Successful Professionals” • Median Household Income: 60,814 • Top Management: 7.9% • Professional/Managerial: 30.4% • Post Grad Study/Degree: 13% • Graduated College: 38.5%
  17. 17. 4 PM IMC presentation 4 PM IMC presentation 360 Life 360 Life
  18. 18. How do you power up with Rock star?
  19. 19. • Art ,music and film festival
  20. 20. • College campus Major financial district • Free T-shirt giveaway ROCKSTAR energy drink giveaway
  21. 21. Activities Q1 Q2 Q3 Q4 Phase I “Power up. Rock on” TV Commercial Online Commercial Print Ads Billboard Give away Art music and film festival Website redesign Phase II “360 Life” Viral video Online Application

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