This document outlines a marketing strategy to target 13-35 year olds who enjoy an active lifestyle with interests in extreme sports, music, and college life. The strategy focuses on an energy drink that provides instant energy as well as being a healthy substitute to other beverages. To promote the product, the strategy employs a push strategy using TV, radio, magazines and websites to create strong brand awareness. It also uses promotions like contests and events as well as cooperative advertising with retailers. The product will be distributed indirectly through supermarkets, food stores, vending machines, clubs and restaurants, dividing the country into zones. Personal selling to retailers and free customer samples seek to avoid product resistance.

2. Segment Market Demogapic: people in 13-35 yrs of age, Youngster in middle class and above Psychographic: Product benefit Behavioral: lives an active college lifestyle, extreme sports enthusiasts, music lovers, and young adults

4. Product Strategy Core benefit : Instant energy Augmented benefit: healthy substitute to other beverages, easy availablity, vale for money, available in different sizes,p prices and packaging Product modification: adding new flavor. Changes in packaging

5. Price strategy Market Penetration Pricing Sales-oriented pricing objective Product is priced based on competition and substitute price

6. Promotion Strategy Push Strategy To initiate strong awareness Selecting those channels which are majorly touched by youngsters (tv, radio, magazines, websites) Initiating point of purchase and conducting contests and events at large scale Co-operative advertising,(i.e initiating retailers to buy our product and maintain high level of advertising and presence) Sponsoring various sports and events

7. Place Strategy Indirect distribution Making product available at supermarkets, independent food stores, vending machines, clubs, restaurants. Dividing country into zones and distributing the product depending upon each zone Intensive Distribution Avoid product resistance: doing excessive personal selling with retailer, providing free samples to customers