AMP Energy has strengths such as financial support from parent company PepsiCo and being a top 5 energy drink brand. However, weaknesses include a lack of differentiation from competitors and limited advertising. While cultural shifts toward active lifestyles create opportunities, health concerns around energy drinks and declining convenience stores present threats to AMP's market position.
Its a product launch presentation basically.Amateur Sprit & power beverages Pvt. Ltd (ASP)Launching its first product “VERVE” energetic drink.
ASP is a new beverage company which intends to enter the Indian energy drink market.
Its main objective to attain prospected market share by attracting different segments of customers- youths, sportspersons, party goers etc.
Its a product launch presentation basically.Amateur Sprit & power beverages Pvt. Ltd (ASP)Launching its first product “VERVE” energetic drink.
ASP is a new beverage company which intends to enter the Indian energy drink market.
Its main objective to attain prospected market share by attracting different segments of customers- youths, sportspersons, party goers etc.
The consumer research proposal to introduce a new energy drink to the market was the final assignment for the Marketing 554/Consumer Behavior course during the MBA (marketing concentration) program.
The Assignment: You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company.
Your client, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new high sugar, high caffeine energy drink.
You must develop marketing strategies to attract 18 to 25-year-old customers. Push it to the Limit Energy Drink has a $25 million advertising budget for the new product.
Please visit my blog at www.stephenzoeller.com
Follow me on twitter @stepzoellermktg
Pinterest @stephenzoeller
Pricing Strategies by Coca-Cola in IndiaRohan Bharaj
This document describes the the pricing journey of Coca-Cola India right from its entry till today. Coca-cola competes in a very fiercely competitive market and pricing is one of the most important factors it has to consider while conceptualizing its strategies.
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
The consumer research proposal to introduce a new energy drink to the market was the final assignment for the Marketing 554/Consumer Behavior course during the MBA (marketing concentration) program.
The Assignment: You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company.
Your client, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new high sugar, high caffeine energy drink.
You must develop marketing strategies to attract 18 to 25-year-old customers. Push it to the Limit Energy Drink has a $25 million advertising budget for the new product.
Please visit my blog at www.stephenzoeller.com
Follow me on twitter @stepzoellermktg
Pinterest @stephenzoeller
Pricing Strategies by Coca-Cola in IndiaRohan Bharaj
This document describes the the pricing journey of Coca-Cola India right from its entry till today. Coca-cola competes in a very fiercely competitive market and pricing is one of the most important factors it has to consider while conceptualizing its strategies.
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
The Art of Media Planning, Buying & StrategyAAF SWVA
There are a lot of creative shops and agencies that market themselves as able to buy and plan media schedules for their clients. However, very few are actually trained and aware of all the intricacies and tactics required for the implementation and tracking of a successful media plan. In the current media landscape, there are hundreds of options of how to spend you or your clients advertising dollars. This presentation will discuss ways to compare media cross platforms using strategic methods that will enable you to recommend the best solution to your clients.
About the presenter:
Danielle Goodrich is a passionate and strategic minded marketing person who has held positions as Director of Marketing at Barter Theatre, Media Buyer at The Tombras Group and an account manager at Bonten Media. She is a 40 Under 40 recipient and an ADDY and Pinnacle award winning director.
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
1Running head MARKETING PLAN AND SALES STRATEGY2Running hea.docxdrennanmicah
1
Running head: MARKETING PLAN AND SALES STRATEGY
2
Running head: MARKETING PLAN AND SALES STRATEGY
Marketing Plan and Sales Strategy
Amy E. Guy
Dr. Andrea Banto
Business 599
November 11, 2018
MARKETING PLANThe situation of the Existing Market
There exist different types and brands of beverages in Youngsville which are strong in their own way. Different types of people have different tastes of beverages they want which includes, but is not limited to the calorie levels and alcohol percentages whereas others are more sensitive about the side effects which might be caused by these beverages.
The current market situation in Youngsville, North Carolina is very competitive due to the existence of many giant non-alcoholic beverages companies which have colonized an enormous market share posing a threat to startups. These challenges elevate when these famous companies realize that a growing company has started to become a big competitor to them, hence channeling hefty resources to fight back.
Venturing into a market that is well established and full of giants such as is not an easy task. This will require the adoption of a well-founded marketing strategy that will enable us to maneuver through the unfair competition experienced in Youngsville.Target market
The total population of Youngsville, North Carolina is 18,336. Our company is targeting consumers of ages above 10 (This is about 95% of the total population) who want a life full of health. Our brands will serve as a suitable substitute to the existing but much expensive beverages enriched with vitamins and refreshing taste containing calorie and costly energy. The average income per household in Youngsville is $61,104, hence we have made our products considering the different existing economic strength of the people. Engineered with an immense level of quality to promote a healthier living, our products appeal greatly to people who want to support and be part of our company.Demographic Description
Age range: Any person above the age of 10.
Income Range: Persons with income above $ 1000.
Gender: Male, Female.
Social Class: Students, Working Class, Middle Class, Upper Class, Elite Class.
Lifestyle: Modern, Sports, Healthy Persons. Competition Assessment
We are a non-alcoholic beverage production company, a much-crowded venture, so our major competitors are giant companies such as PepsiCo, Nestle and Coca-Cola Company. Other competitors include Red bull and Dr. Pepper Snapple. The existing giant companies have wide market shares which they guard jealously hence they will not allow any other product to pose a threat against their products hence they will dedicate their effort and resources in suffocating their competitors in the market (Porter & E, 1989).
We have made our products to affordable, a way to pull the market since the same companies that offer similar bever.
1
Running Header: Monster Beverage Corporation 3
Contents
Executive Summary 3
1.0 Organization Background 4
1.1 Product profile 5
2.0 Industry Analysis 5
2.1 Size 5
2.2 Environmental influence 6
2.3 Trends 6
3.0 Competitive analysis 6
3.1 Market approach 6
3.2 Customer evaluation 7
4.0 Financial analysis 8
5.0 SWOT Analysis 9
5.1 Strengths 9
5.2 Weaknesses 10
5.3 Opportunities 10
5.4 Threats 11
6.0 Strategic Objectives 11
6.1 Short term growth goals 11
6.2 Long term growth goals 12
6.3 Communication objectives 13
7.0 Strategies 14
7.1 Use of Quick Response codes Advertisement 14
7.2 Use of Print Advertisement 15
8.0 Strategies Implementation 16
9.0 Review and Evaluation Strategies 17
Reference 18
Executive Summary
This is a company analysis project that examines the company profile of the Monster
Energy Company. The Monster energy drink brand is the second largest seller of energy
drinks in the world with Monster Energy, Java Energy, Rehab, and Killer Flavor as their leading
brands. The continued desire of Monster Energy to dominate the world energy drink market is
driven by their continued effort to unleash new energy in the teens and the youths. Monster
Energy has targeted advertisements to the 18 to 26-year male consumer group. This has
seen Monster Energy control over 27.9% of the energy drink market in just over half a decade
since Hansen Beverage Corporation introduced it to the world.
Attributed to its growth is its competitive ability in market approach and diverse product development that increase and presents the initiating flavors of the drink in the market. The firm has developed a great team of experts and continues to grow the great relationship with its customer who offers great and new opportunities to the attainment of the monster energy brand short and long term goals. Monster Energy uses short, targeted advertisements to attract their young users and keep them engaged on their product. In this regard, the paper provides the organizational background, industry analysis, competitive analysis, financial analysis, a detailed SWOT Analysis, strategic objectives, strategies, strategies implementation, plan, review and evaluation strategies. This evaluation of the monster energy brand culminates in realizing the firm's objectives.
Strategic Plan Monster Beverage Corporation1.0 Organization Background
Monster Beverage Corporation is a subsidiary company of the Hansen Natural Corporation. It produces 34 different energy drinks Monster Energy, Java energy, Rehab, and Killer flavor as the leading brands. The monster energy drinks was introduced in April 2002 to the American market becoming the leading brand in America and second leading brand in the world (Hansen’s Natural Corporation). The energy brand comes with a natural black flavor that is characterized with a neon green claw that forms the letter M as its logo. The caffeine content of most Monster Energy drinks is approximately 10 ...
Food Research Lab is here to change the narrative. We have successfully formulated, developed, tested and launched healthy beverage products for food businesses worldwide. Our beverage product consultants are food technologists who have years of expertise in beverage product development. Our energy drink formulation range includes Kombucha, Nootropics, Green Tea, Energy Drinks, etc
To know what are the best energy drinks and its formulations: https://bit.ly/3heuvAe
Unit VIII Case Study OpenWeight 9 of course gradeGrading Rub.docxgibbonshay
Unit VIII Case Study Open
Weight: 9% of course grade
Grading Rubric
Instructions
Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides with an end goal of formulating a recommendation for the challenges faced by the company.
Select one of the three case studies listed below, which can be found in your textbook. Evaluate the case of your choice, and respond to each of the questions below using both theory and practical managerial thinking as well as supporting research.
Option 1: Red Bull (pp. 581–582)
1. What are Red Bull’s greatest strengths as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? What are the risks to their brand equity of competing against such powerhouses?
2. Discuss the pros and cons of Red Bull’s nontraditional marketing tactics. Should the company do more traditional advertising? Why, or why not?
3. Discuss the effectiveness of Red Bull’s sponsorships, advertisements, personal selling strategies, promotion, events, and public relations. Where should the company draw the line in terms of risk?
4. Recommend the next steps for Red Bull with respect to their marketing and advertising strategies.
Marketing Excellence Red Bull
Red Bull’s integrated marketing communications mix has been so successful that the company has created an entirely new billion-dollar drink category—energy drinks. In addition, Red Bull has become a multibillion-dollar beverage brand among fierce competition from beverage kings like Coca-Cola, Pepsi, and Anheuser-Busch. To date, the company has sold more than 40 billion cans of energy drinks across 166 countries. How? Red Bull became the energy drink market leader by skillfully connecting with youth around the globe and doing it differently than anyone else.
Dietrich Mateschitz founded Red Bull with a single product in Austria in 1987. By 1997, the slender silver-and-blue can was available in 25 markets globally, including Western and Eastern Europe, New Zealand, and South Africa. Its size and style immediately signaled to consumers that its contents were different from traditional soft drinks. Red Bull’s ingredients—amino acid taurine, B-complex vitamins, caffeine, and carbohydrates—were specifically formulated to make the drink highly caffeinated and energizing. In fact, some users have referred to it as “liquid cocaine” or “speed in a can.” Over the past decade, the company introduced other products and flavors, many of which did not succeed. Today, Red Bull offers the original Red Bull Energy Drink, Red Bull Total Zero, Red Bull Sugar Free, and special editions infused with berry, lime, and cranberry flavors.
As the company continued to expand worldwide, it developed an integrated mar ...
Red Bull has the world's best marketing campaigns, this is a humble effort to evolve a creative campaign in India which would reach out to its targeted customers in a way that this event becomes a memorable happening for many. Thus creating our customers, into a fan base.
2. Table of contents
Plan Summary 3
The Problem 4
Situation Analysis 5
Target Audience 7
Market Information 8
Creative Plan: Past & Future 9
SWOT Analysis 11
Media Objectives 13
Media Strategies 14
Year at a Glance 15
References 16
2
3. Plan Summary
A
MP Energy currently faces a number of problems we plan to address and outline solutions to in this
media plan. AMP’s advertising budget is past years has been very small compared to those leading the
Along with all energy drink brands, AMP faces the problem of the growth of healthy
industry. They also do not market to everyone, have limited advertising efforts and do not use a lot of
traditional advertising.
lifestyles. Many consumers have become increasingly concerned with the potential health
risks associated with heavy consumption due to a rise in reports of consumers experienc-
ing adverse reactions such as heart attacks. To help fix the problems AMP is facing we have
created a number of objectives and strategies. We will utilize a variety of media vehicles to
increase exposure and overall coverage. Our
main focus of this media plan is to increase brand
awareness. For tradi- tional media we will use
television, radio, maga- zine, and outdoor adver-
tising. We will advertise throughout the year but
will increase advertising during “busy” months
for college students during midterms and
finals.
For non-tradition- al media we will have an
AMP tour bus that trav- els to different college
campuses handing out samples of our products
and interacting with students, we will supply
college bookstores with samples and coupons to include with book purchases, and will we
also advertise in gas stations by placing stickers on the floor near our product.
3
4. A
The Problem
MP energy is currently the 4th most popular energy drink brand in the U.S. behind Red
Bull, Monster Energy and Rockstar. We feel one the major problems with AMP Energy
is that they do not use a lot of traditional advertising and therefore are not first in the con-
sumer’s mind when they’re thinking energy drink. The leading competitors in this market
all utilize some type of traditional advertising in media, such as television, radio, press or
the Internet. AMP has primarily focused on sponsorships of sporting events and athletes,
which is a good strategy but is not enough. AMP also gets confused with the many other
brands that PepsiCo. owns, which damages their brand identity. Thus far, AMP’s advertis-
ing budget has been blown away from the budget’s of leading competitors, which makes
them less known than those leading the industry. AMP does not market their product to-
wards everyone, they only market towards males, and they have limited advertising efforts
in regards to broadcast advertising.
Another problem that AMP faces, along with all energy
drink brands, is the growth in health-conscious minds. Con-
cerns have been raised over the safety of energy drinks and
potential health risks associated with heavy consumption.
There is a growing concern about the effects of caffeine and
with the increasing number of reports stating consumers
have had adverse reactions including heart attacks, many are
starting to turn away from energy drinks. AMP needs raise
public awareness that their product has fewer milligrams of
caffeine and sodium than its competitors including Red Bull
and Monster. AMP also contains Vitamin B, electrolytes, and
L-Thiamine.
AMP faces problems when it
comes to increasing their prof-
its. Over the years the number
of convenience stores have de-
clined, which in the past has pro-
vided 80 percent of their total sales. There is a growing trend
toward family size containers and multi-unit packs, which
AMP does not offer. Teenagers are gradually increasing their
energy drink consumption but the population of teenagers is
declining.
We feel that by redefining the target audience, visually
separating AMP from PepsiCo, implementing new creative
and media strategies, and emphasizing AMP’s different nutri-
tional values we can overcome all of the problems AMP Ener-
gy is currently facing.
4
5. A
Situation Analysis
mp Energy was launched in 2001 and is currently
the 4th most popular energy drink brand in the Unit-
ed States. AMP Energy was initially distributed under the
Mountain Dew brand name. Since 2009, it has been pro-
duced and labeled under its own stand-alone name, AMP.
The beverage is available in both 16-ounce and 24-ounce
cans, and is sold in the United States along with Canada.
Their slogan is “amp up” but they do not do a lot of tradi-
tional advertising but they sponsor a lot of sporting events
and athletes.
Regarding the physical attributes and features, AMP
has 71 milligrams of caffeine per 8 ounce serving, which is
less than Red Bull’s. The tin can keeps the beverage cooler
for a longer period of time and holds 2 servings in 1. AMP
is distributed in retail stores; you can even find the nearest
vendor on their website.
AMP has 9 different flavors of their energy drink,
which appeals to a wide audience, and it includes Vitamin B,
electrolytes, and L-Thiamine. AMP has less sodium than its
competitors including Red Bull and Monster. AMP has a dis-
tinct Mountain Dew taste, which differentiates itself from its
competitors along with having different nutritional values.
The consumption of energy drinks is increasing. It is
claimed that energy drinks can offer and increased energy
boost because of its ingredients along with improving mood,
enhancing physical endurance, increasing reaction time and
reducing mental fatigue. Concerns have been raised over
their safety and the potential health risks associated with
heavy consumption has gone unaddressed. Public concern
has been raised regarding the lack of information that is pro-
vided on labels as well as the high caffeine concentrations
that are present in some. Reports have stated that people
have had adverse reactions after they consumed Monster
Energy, which comes in 24 oz cans and contained 240 mil-
ligrams of caffeine, which is seven times the amount in a 12
oz soft drink. An article from Forbes, also stated that a 14
year old girl in Maryland died of a heart attack from caffeine
toxicity after consuming 2 cans of Monster Energy drink,
the company was then sued by her parents. The FDA is now
5
6. Situation Analysis
investigating the deaths of four others that may be linked to this brand.
Red Bull, Monster Energy, and Rockstar are the top three brands in the energy
drink market. We believe that these three brands are our top competitors. Red Bull has
a three-pillar system consisting of media advertising, sports and event sponsoring and
sampling. Red Bull utilizes television, radio, press and the internet. They sponsor athletic
events such as free climbing and motorsports along with events such as the Red Bull Mu-
sic Academy. They also sample their product to consumers across the country. Monster
Energy tries to reach out to the male audience by using female models at events and in
their ads. They also get athlete sponsors to give the illusion that by consuming their prod-
uct you can gain those same skills. Monster Energy utilizes the tactic of free promotional
giveaways through contests and free samples at different events. Rockstar sponsors a lot
of music artists such as Disturbed and As I Lay Dying. They travel to college campuses and
hand out their product along with other promotional items. They are the biggest spon-
sor of MMA and UFC. Rockstar also has an exclusive partnership with JetBlue airlines and
therefore are the only energy drink offered onboard. Their ads are displayed on the flight
channel and on screens during takeoff and landing.
6
7. T
Target Audience
he optimal target audience for AMP energy drink is male and females ages 18-24 with
an index number of 212. These people have graduated high school (104). Most of
these people also attended college (123). They have a job description of Natural resourc-
es, construction, and maintenance (161) with a household income of $40,000-50,000/
year. The majority of the target audience will be from the western states (115). They have
never been married (169) or may be engaged (170). They may have children less than 12
months old (146). The target audience tends to live at the same address for less than one
year (154). The average value of their homes is less than $50,000. The vast majority of
the target audience is racially black (122), Asian (123), or other classifications (125). This
audience heavily reads magazines (131) and reads newspapers occasionally (118). They
are heavy listeners of the radio (115). These home owners subscribe to digital cable (103).
They also watch video-on-demand (129). The top channels they watch are Adult Swim
(202), Fuel (268), Fuse (201), MTV Tr3’s (219). They are generally more drawn toward a
professional football event aired on television (133). The target audience prefers to read
the following magazines: Bicycling (156), Bassmaster (155), Cosmopolitan (153), Cycle
World (204), Ducks unlimited (173), ESPN (160), 4 wheel & off-road (227), four wheeler
(205), game informer (204), hot rod (171), official xbox magazine (217), pc gamer (237),
ski magazine (203), Super Chevy (208) and Maxim (201). They read general editorials,
News and entertainment weeklies, and metro puck carrier newspapers. The target au-
dience listened to the radio from 7 am-midnight (138) and midnight -6am (126) during
the week and from midnight-6am on the weekends. The frequent their Gmail (133) and
Yahoo (123) accounts the most online. The top websites that they visit are mtv.com (196),
AOL.SportingNews.com (206), and WWE.com (203). With our ad campaign for AMP en-
ergy drinks we will place ads in these specific magazines, on the television programs they
watch and also air radio ads at optimal times of exposure
7
8. R
market information
ed Bull is the leading energy drink in terms of brand awareness (Schmidtke, 2012).
Red Bull’s brand awareness ranks around 60-70 percent among teens to adults. Mon-
ster ranks second in brand awareness with a 39 percent awareness rating among the same
audience. Amp Energy Drinks ranks 14 percent among teens through adults (Schmidtke,
2012). Amp is fifth in the market share of the top energy drinks in the United States mar-
ket. Red Bull’s market share is nearly 14 times as much as Amp, which shows that is its
main competitor (Schmidtke, 2012).
8
9. I
Creative plan Past & future
n the past, AMP energy has targeted its’ ads toward males,
ages 18-24. We will continue to market toward this demo-
graphic, yet we want to also market more towards women as
well. There are many more women these days drinking ener-
gy supplements.
In the past, AMP has marketed with snowboarders, racecar
drivers, etc. We will still market with these sports and these
people; however we want to also focus our main target in the
college demographic area. More and more students are us-
ing energy drinks, especially during the weeks of and before
finals. They are staying up late having to do their work and
therefore, are consuming more caffeine than in others times
of the year.
The tone for the old campaign seemed to focus on young men, as well as sports
enthusiasts. The new tone for amp will be hip, active and upbeat. Our image will include
popular sports figures, as well as women to target our new area of the target market. The
message this will give is that AMP is a great way to gain energy with a great taste. There
are many options when it comes to deciding which flavor of AMP you should buy, including
low calorie and sugar free options, which we will target towards women. We have decided
on targeting these types of drinks towards women because of all people, women seem to
be those most focused on keeping their figure. We will also be coming out with new fla-
vors of AMP to market towards women, such as pink lemonade, zero calorie drinks, and
others which will have a fruitier flavor, as well as flavors with extra vitamins. However, not
all the campaigns featuring our sugar free product will be targeted towards women trying
to “maintain a figure.” We have also decided that we want to target this product towards
those men who like to work out a lot and stay healthy. They would be interested in know-
ing if there is a certain low calorie or sugar free drink that can help them gain some extra
energy.
We also feel we need to do a little renovation on their website. It is lacking in what I
feel is AMP worthy. The first thing you see when you log on is their symbol, which is good.
However, the next thing you see is a white and blue screen, not at all fitting with the AMP
colors. The original AMP was green, and therefore, the homepage of the website should be
green as well. There are other places on the site that can change colors, such as when you
click on a different flavor of AMP, but not the homepage. Also, their contacts page, this also
needs a little vamping up in that it if you click on anything to try and find stuff out about
AMP, it takes you directly to the PepsiCo page. This needs to be changed to where if you
click on something about AMP, it will give you information only about AMP, and then if you
would like to know more about PepsiCo, you would click another tab and a new browser
would open and there you can research everything dealing with PepsiCo products.
9
10. Creative plan
A lot of our nontraditional media will be going towards market our product with college
age students, as well as our campaign we will be running with convenient stores. For col-
lege bookstores, when a student purchases his or her books, they will get a free sample of
AMP energy drink, as well as a few coupons of either buy one get one free, or buy two get
two free. This is an attempt to try and increase our sales in the college demographic area.
We will also have our AMP crew that will go out to colleges. Our crew will include young,
attractive and fun women (to gain male attention) and men (to gain female attention).
These AMP crews will be at colleges for one full week, promoting AMP, giving samples, and
playing music on the different terraces (the most crowded as well) during different weeks
at different schools. When there, the AMP crew’s aim is to promote the AMP name in col-
lege age men and women, and in doing so, we hope to increase profit in our target areas of
the country.
For our campaign with convenient stores, we will be having peel and place stickers
for each store to place directly in front of the energy drink cooler. The sticker will look as
if someone has dropped a can of AMP, and it has spilled on the ground, therefore attracting
a guest’s attention and they look up and see AMP within an arm’s reach.
10
11. Swot analysis
• Amp has a large financial support from their parent company Pepsi Co. Some major brands owned by
Strengths
Pepsi Co are: Gatorade, Propel, Mountain Dew, and Pepsi. All of these products are very successfull.
• Being ranked in the top 5 brands of energy drinks is a big strength for Amp. This means that it is one of
the top energy drinks in the consumers’ minds.
• The pre-established recognition of Mountain Dew. The citrus flavor of Mountain Dew carries over into
the amp product to reinforce the energizing boost that customers are looking for in an energy drink.
• One of the cheapest energy drinks allows for customers to get “Amp Up” while still staying in an afford-
able price range.
• High levels of sales increases in 2008 first quarter means that Amp Energy sales are on the rise and will
most likely do so in the coming years.
• Amp also has 2 sugar free options: an amp energy gum and an orange flavored amp energy juice in their
brand portfolio
• Uses social media in the right ways by having sufficient amounts of social media sites such as Facebook
and Twitter. Each of these platforms is easy to find on the website, which allows customers to visit the
social media sites with ease. They sites are updated on a daily basis with pictures, news and information
on Amp Energy drinks.
• Cultural shifts toward active life styles create an increased need for caffeinated products means custom-
ers want to be on the move more. This allows for Amp to target those who have active life styles.
• The first major weakness is its lack of differentiation. Other energy drink brands promote their brands
Weaknesses
through sports sponsorships and provide two servings in one can. Amp is differentiated only by its Moun-
tain Dew taste and its consumer incentives.
• Limited broadcast advertising hinders amp from reaching the large potential market that they have.
• Amp tends to only markets towards males. This brings amp down because it is only focusing are one
segment of the potentially large target market they have.
• Decreasing numbers of convenience stores which have provided 80% of total sales hurts where amp
drinks can be sold.
• Growing concern about the effects of caffeine is a major weakness for this drink because it means cus-
tomers are looking for healthier drink options.
• Though usage rate among teens is growing, the population of teenagers is declining. This means that
although more teens are beginning to purchase amp drinks they number of teens is declining which will
have an impact on this segment of the target market.
11
12. Swot analysis
• Make the amp name identical with entire categories as opposed to only individual spokespeople. This
Opportunities
will allow people to identify with its parent company, Pepsi Co.
• Chance to establish a niche positioning in an overcrowded market. Since there are many energy drinks
Amp has the opportunity to make it different.
• Sporting events and night clubs are a great way for amp to promote its drinks and reach a large range of
people in a specific space/time.
• Use more online tactics to appeal to the target market. This may include having online games or videos
that help promote the item and keep customers entertained and informed about the product.
• Create a “healthier” type of drink allows for amp to target the specific market that is very health con-
scious. This market is growing fast so amp has the opportunity to reach the health aware customers.
• Include a larger variety of drinks: diet, juices, shooter options, etc. If amp can expand its product line it
will have a better chance at reaching people outside of its target market.
• Red Bull and Monster are the main competitors. Red Bull “It Gives You Wings”- is the most popular ener-
Threats
gy drink in the world based on the market share. It also has a sleek design which displays its positioning
as a quick and efficient way to gain energy. Also the market share for Red Bull is 37.78% while Amp is
only 6.91%.
• Shifting trend toward family size containers and multi-unit packs limiting profit margin.
• Poor economic conditions mean that people are less likely to have the extra spending money for energy
drinks which will ultimately hurt amp energy sales.
• Overall health concerns, including sugar content is offensive to more health conscious customers.
12
13. Media Objectives
T he media vehicles that have been chosen for this
campaign will be used to reach the target market
of men and women, ages 18-24 with an average house-
hold income of $45,000. These people stay current
with entertainment and news through various inter-
net and media platforms. These adults are busy and
opt for an extra energy boost from an energy drink
often. Because this market consists of young adults
they will have some dispensable income to spend on
energy drinks. This target audience will be exposed
to the campaign through a variety of vehicles in order
to increase exposure and overall coverage. The main
focus of this campaign is to increase brand awareness
of AMP’s new image. The goal is to increase energy
drinks among men and woman, ages 18-24. This cam-
paign will last from January 2013 through December
2013. There will be a strong emphasis in increased
advertising in April May and June and then again in
October, November, and December. These are optimal
times for college students because it is mid-term and
finals time at every campus. The media objectives for
April, June, and July is to achieve a minimum of 80%
reach amongst the target audience in the spot cam-
paign with an average frequency of 18 over the course
of each month. During the optimal months of October,
November, and December the objective is to achieve a
minimum of 90% reach amongst the target audience
with an average frequency of 22 each month. We will
also be reaching our objectives through social media
to gain higher reach and frequency for our campaign.
Television will be the main vehicle used to spread the
word for the new campaign along with radio, maga-
zines, and non-traditional media. Overall, the objective
is to achieve these goals within the allotted $25,000,000
for the entire campaign.
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14. Media Strategies
I n order to accomplish the goals and objectives of this plan it will be necessary to use media ve-
hicles that will allow for optimal reach and frequency in the target areas. While some areas will
be allotted a larger amount of the budget it will all be divided for optimal success. The budget of
$25,000,000 will be divided throughout television, radio, outdoor, magazine, and non-tradition-
al media. The traditional media will take $16,126,300 in order to be successful, while the other
$8,873,700 will go to non-traditional media. $2,032,119 of the budget is dedicated to television
throughout the entire year. Throughout the other vehicles the budget will be divided as follows;
Radio will use $912,594, outdoor advertising will use $2,657,942, and our non-traditional budget
varies depending on the event and the local area of placement, but non-traditional media has a
total of $8,873,700 for the entire year.
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16. references
Schmidtke, S. (2012). Media Plan Amp Energy Drink. Retrieved from http://free-doc
lib.com/book/media-plan-amp-energy-drink-sloan-schmidtke-
journalism.pdf.
Media Flight Plan Simulator
http://www.energyfiend.com/the-15-top-energy-drink-brands
http://www.cbsnews.com/8301-204_162-57537545/monster-energy-drink-maker-sued-for-14-year-olds-death/
http://www.livestrong.com/article/90456-amp-energy-drink-nutritional/
http://quitehealthy.com/nutrition-facts/amp-energy/SD3312.html
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