This document outlines a marketing plan for PepsiCo's amp Energy Drink. The plan targets male college students ages 18-24. It proposes a $20 million budget to implement a national TV, newspaper, internet and event sponsorship campaign from August to May, with heavier advertising during finals periods. The goals are to raise brand awareness, increase market share beyond competitors Monster and Red Bull, and make amp the preferred energy drink of the target demographic. Evaluation of a past $14 million campaign found it achieved its reach and frequency metrics, so the additional $6 million in this plan would go towards sampling, sponsorships and a product placement deal.
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
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
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.
2015 in Review: A Social Media Benchmark & Content Summary for the Energy Dri...Zuum
A benchmark and content analysis of how energy drink brands performed in 2015 on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Red Bull, Monster Energy, Rockstar Energy Drink, Burn Energy Drink, and 5-Hour Energy.
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.
Social Media Analysis for the CPG Energy Drink IndustryZuum
A benchmark and content analysis of what energy drink brands are doing on Facebook, Twitter YouTube, Instagram, Google+ and Pinterest. Brands analyzed are Red Bull, Monster Energy, Burn Energy Rockstar Energy and 5-Hour Energy.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
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.
2015 in Review: A Social Media Benchmark & Content Summary for the Energy Dri...Zuum
A benchmark and content analysis of how energy drink brands performed in 2015 on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Red Bull, Monster Energy, Rockstar Energy Drink, Burn Energy Drink, and 5-Hour Energy.
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.
Social Media Analysis for the CPG Energy Drink IndustryZuum
A benchmark and content analysis of what energy drink brands are doing on Facebook, Twitter YouTube, Instagram, Google+ and Pinterest. Brands analyzed are Red Bull, Monster Energy, Burn Energy Rockstar Energy and 5-Hour Energy.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
Market survey: Milk based products (Packaging)Moksha Chib
This presentation is a market survey conducted based on the Indian scenario on milk based products. The two products that have been taken are Cheese and Flavored Milk. The presentation emphasizes on the different products available in different & innovative packaging. This is a survey on the varied options for food packaging available in the market. This presentation definitely gives a wide insight into the diverse world of food packaging!
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
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.
The power of brand advocates.
Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation!
Be sure to check out the other presentations we gave at our LBi Client Afternoon.
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.
Nielsen Case Competition 2019 _ Round 2 _ Lâm Tiên KhảiKhải Tiên
This proposal conducted by @TienKhai @TamLai @NgocTran @ThuyNgan. We learned from this time that presentation is really important. It could ruin your whole efforts of 48hourse on the content decks. Yeah, a lesson!
MKTG 347- Advertising/Creative Marketing
Assignment: to create a 360 degree campaign for AMP Energy
See documents in SlideShare starting with MKTG 347.
To see the video it must be downloaded.
My Involvement:
In this campaign I played the role of both the account manager and account planner at the same time. I had my hands in every single step of the project, from the research to the creative execution.
After coming up with our campaign slogan, our basic idea, gained from a sudden epiphany, of using the Vitruvian Man, led our campaign in a new and innovative direction.
For the creative work, the actual drawings were done by my teammate Kyndal Teich and all the graphic designs where done by me through the use of Microsoft Office software and Paint.
What is not shown in this document:
1) the debriefing is from a tissue session we had with two local advertisers playing the role of the client
2) the miniature version of our video blog, which will be on a PowerPoint that will also be attached. The PowerPoint will include each of the creative works.
Similar to Amp Energy Media Plan Campaign Project (20)
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
1.
amp Energy Drink
Advertising 335
April 16, 2010
2. Agency
The Hyped Typers are an ideal agency for
those who are looking for a fresh, energetic
and articulate creative team to suit their needs.
The Hyped Typers comprises four Iowa State
graduates. Combined, the agency has 16
years of experience with multiple advertising
media including broadcast, print and with an
emphasis in social media.
We the Hyped Typers take pride in our ability
to pair pioneering strategic plans with
ingenious ideas in order to satisfy our clientele.
Alex Rich
Allard Jobson
Michaela Sabin
Rebecca VanDeCasteele
3. Plan Summary
Brand:
PepsiCo amp Energy Drink
Product:
Energy Drink
Demographic Target:
males, ages 18-24, college students
Geographic Target:
National, Pacific area colleges
Timing:
August, November-December, March-May
Reach:
Target=70
Actual=70.5
Frequency:
Target=5
Actual=4.8
Media:
National TV, Spot Newspapers, Internet, Product
Placement, Sponsorships
CPM:
$284.34
CPP:
$6,827
Budget:
$20,000,000
4. Industry Trends
From the start of energy drinks in 1995, annual retail
sales have been on the rise. Over the past few
years, sales have decreased to a 15-20 percent
annual growth rate, with estimated sales over $4.8
billion in 2011.
With the push for a healthier lifestyle, the
development of diet energy drinks has shown great
interest from the energy drink consumers. It wasn’t
until the year 2007 that amp decided to spend
money advertising its line of drinks. In 2008 amp
spent a little over $18 million in advertisements,
almost a 100 percent increase from the year
before.
Over the past couple of years, amp’s advertising
spending have been blown away by Red Bull’s
$51.3 million. Monster holds up the rear with a little
over $1 million in spending in 2008.
It is easy to see that the focus on energy drinks
have risen drastically over the past 15 years. With
the invention of diet energy drinks and 5-hour
energy drinks, it is easy to see that this industry is
not going anywhere anytime soon.
5. Product
PepsiCo launched the amp Energy Drink lines to
take advantage of the new market. A 16 oz
container of amp includes 143 mg of caffeine.
As of 2009, amp products include sugar free,
overdrive (red cherry flavored), relaunch (orange
flavored), elevate (mixed berry flavored), lightening
(lemonade flavored) and amp green tea.
In the first quarter of 2010, amp
launched energy gum and amp juice.
6. Situation Analysis
Product attributes:
Product is produced and distributed
by PepsiCo. It tastes like a cousin of
Mountain Dew and comes in different
sizes and types.
Competition:
Red Bull & Monster energy drinks
Current pricing:
$1.49 for 8 ounces.
Competition pricing:
Red Bull: $2.00, Monster: $1.99.
7. SWOT
Strengths Weaknesses
• One of the cheapest energy • Less known compared
drinks in market compared to Red Bull & Monster
to Red Bull & Monster • Not marketing towards
• PepsiCo is a very well everyone (more
known company with a very towards males rather
good brand image than females)
• There is much variety in the • Limited advertising
product line efforts
• Good social media contacts • Relatively new to the
(Facebook, Twitter, etc.) market
• Interesting, interactive
website
Opportunities Threats
• Create street teams and • PepsiCo getting rid of
campaigns around target amp
markets • Red Bull/Monster
• Create more products like a becoming more
“shot” instead of a big can powerhouses
• Create more “juice” products • Stricter regulations
for more health-conscious from the FDA
demographic • Aging market with
more people becoming
more health-conscious
8. Current Distribution
This product is distributed all over in the United
States. There are street teams with amp cars that
distribute free limited-edition cans of the product at
lifestyle venues and events.
Each local amp Energy team can be followed on
Twitter to see which events they are hosting or
attending next in each region.
Twitter and Facebook pages
give fans access to events,
videos and updates.
9. Current Advertising
With a current ad
campaign with a theme
of “amp UP”, amp has
produced many viral
videos that portray some
sort of extreme activity.
These are 30-second to Right before the end of the
1-minute spots that spot, the words on the screen
dramatically show say “right before your big
activities such as getting moment.... AMP UP”.
a tattoo and
snowboarding down a
mountain.
Along with the viral videos (that have begun airing
on national television), amp also sponsors NASCAR
Sprint Cup Series driver Dale Earnhardt Jr., extreme
sports athletes Mason Aguirre, Hannah Teter, Keir
Dillon, Kevin Pearce, Chad Kagy and Anthony
Napolitan. And World Extreme Cage Fighting
(WEC) announced amp will be the official energy
drink of WEC.
10. Goals and Strategy
The main goals of this campaign are to raise
awareness and steal share market share from
Monster. We also hope to make amp the “in drink”
for the target.
Our strategy is to pair high frequency (5) with high
reach (70) to target new consumers as well as
current consumers as many times as possible.
We will use national television, spot collegiate
newspaper advertising as well as product
placement, sponsorships and sampling to reach our
goal.
11. Demographic Target
Through our research we have found that most amp
energy drink consumers are single, white, males,
ages 18-24 and having some college experience.
This leads us to believe that the consumer is likely
in college. We have chosen to target male college
students with our advertising efforts.
12. Geographic Target
The MRI data shows that there is a higher emphasis
of energy drink consumers in the Pacific, South East
and South West regions of the United States.
PACIFIC- MKTG REGN 7137 26.3 16.4 134
SOUTH WEST 3626 13.4 13.9 114
SOUTH EAST 5309 19.6 11.9 97
WEST CENTRAL 3630 13.4 10.9 89
EAST CENTRAL 2783 10.3 9.9 81
MIDDLE ATLANTIC 3654 13.5 10.5 85
NEW ENGLAND 958 3.5 8.8 72
We chose to use spot advertising in the pacific area
colleges paired with a national television campaign.
The Seattle, Los Angeles and Las Vegas spot
markets were chosen based on their location in the
Pacific area and the size of their markets.
13. Creative Strategy
Amp’s current tag line for their main advertising
campaign is “before your big moment...amp UP”.
We agreed that this was a very creative and
effective idea, so we decided to play with that idea
for the new campaign.
The idea behind this campaign will be “amp UP your
life”. This will be translated into many different
situations that the demographic target will identify
with. For example, while advertising to students
taking finals and working on projects, the tag line
will be “amp UP your finals” or “amp UP your
project”.
Using this idea will provide a seamless transition
from the last campaign and will be consistent with
the overall image of the brand.
14. Media Mix
National Television Internet
14 Spots/Month 10 MM/Month
(4 Prime Time/10 Late Night)
Targeted websites have the
We chose television programs ability to see other websites a
that have higher viewers that consumer has visited and
are males ages 18-24. display ads accordingly.
MTV: Targeted Websites:
Jersey Shore Facebook
Real World Twitter
STA Travel
ESPN: Textsfromlastnight
SportsCenter ESPN
PTI
TBS:
The Office Spot Print
Conan O’Brien 10 Spots/Month
(Full Page, B/W)
ABC:
Modern Family Advertising in collegiate
newspapers is a great way
to reach college students,
Product Placement our target.
Product placement is a University Times
great way to gain California State University
exposure without the Los Angeles, California
target feeling angry at the
brand or product. The Spectator
Seattle University
We hope to get a product Seattle, Washington
placement deal with Real
World, potentially as the The Rebel Yell
“job” the cast members do UNLV
while on the show. Las Vegas, Nevada
15. Timing
We decided to run our campaign for a fiscal year,
starting in August. We chose the month of August
to begin with because this is the time at which most
schools are in session. We focused our campaign
to last through the school year, running heavier
advertisements during the finals week in mid
December, late April and early May.
Because our target market consists of college
students with ages 18-24, we have found that in
order for them to stay awake longer, most students
consume energy drinks while studying for finals and
working on big projects.
We came to the conclusion to run heavier ads
around the spring break period as well, when most
students have midterms and group projects due.
When school is out of session, we are going to run
event sponsorship advertisements during the
months of May, June and July.
16. Reach and Frequency
Reach:
We chose a reach of 70, which is on the higher side,
but still within the average. We hoped to expose a
larger audience to the campaign in order to
ultimately gain a larger consumer base.
Frequency:
Our frequency goal was 5, which is also slightly
high. We hope to reach the target as many times as
possible, in order to get them more familiar with the
brand and product. We hope that this will steal
market share from the competition (Monster), and
ultimately increase our market share and consumer
base.
17. Budget
We propose a budget of $20 million. In the MFP
campaign, we spent a little over $14 million in spot
newspaper advertising, prime time and late night
television spots and targeted Internet advertising.
The additional $6 million will go to product
placement, free product to give away, event
sponsorships and implementing more stable college
street teams.
18. Evaluation
$14 of the proposed $20 million was used in a spot
and national campaign in MFP. We obtained a
reach of 70.5 and frequency of 4.8, which are very
close to the targets of 70 and 5 respectively.
The remaining $6 million will be poured into free
product sampling events, sponsorship opportunities,
implementing street teams and a product placement
deal.
The $20 million was spent wisely and our objectives
were met with this campaign.