Sean McLamore's Energy Plus is an all-natural energy drink infused with vitamins and minerals, aiming to capture a significant portion of the energy drink market with an initial sales target of $300.5 million. The primary target audience includes males aged 25-44, focusing on generating brand awareness and preference through strategic marketing campaigns featuring celebrity endorsements and various media channels. Key promotional strategies include contests, sampling events, and a strong online presence to foster engagement and drive sales.

1. Sean McLamore

2. A good for you energy drink. Caffeine, sugar, and guarana free. Infused with Vitamin + Blend Containing: Vitamins A,B12, C, D, E, Ginseng, acai, pomegranate, goji berry, Resveratrol, and green tea. Plus, creatine to help build muscle

3. Energy Plus increases stamina, helps maintain sharp focus, and boosts overall energy production.

4. Primary Competitors: Healthy Positioning: Bazi FRS Xe Zowii-energy Activate-energy Non-healthy Positioning Monster Rockstar Rebull Full Throttle Nos 5-hour energy Burn Amp

5. Secondary Competitors: Mt. Dew Gatorade G2 Powerade V8 Fusion Vault Vitamin Water Sobe Lifewater

6. According to DDB Lifestyle Survey: Heaviest users of energy drinks/sports drinks are: Individuals who are between 25-44 Males who are employed full time Males who are employed as operators/ fabricators /laborers (blue-collar jobs) Heavy Consumption is equal to 5+ times per week

7. According to the DDB Survey: The Heaviest users ideal self concept consists of: Competitiveness Masculinity Youthfulness

8. External Influences: They feel they work hard They feel commercials that use people of their race tend to speak directly to them. Internal Influences: Their car is a reflection of who they are. They have more self confidence than most of their friends.

9. Decision Process Influences: They feel that the internet is the best place to get information about products.

10. Shopping/loyalty Shop at convenience stores Don’t use coupons Are impulse buyers Try to stick to well known brands Try to stick with favorite brands, even if something else is on sale

11. Males 25-44 Ideal self concept consists of: Masculinity Competiveness Youthfulness

12. Energy Plus is an all natural energy drink infused with vitamins and minerals Energy Plus is at the higher end of energy drinks in accordance to price, however, it is also the most nutritious alternative.

14. Overall marketing objectives: Generate first year sales of: $300,500,000.00 Acquire 10% of the energy drink market

15. Objective 1: Crate awareness among 90% of target audience Objective 2: Create interest in the brand among 70% of target audience. Objective 3: Create positive feelings about the brand among 40% and preference among 25% of the target audience.

16. Objective 4: Obtain trial among 20% of the target audience. Objective 5: Develop and maintain regular use/repeat purchases.

17. To help us reach communications objectives, We will be using a celebrity endorser: Carmen Electra Speaks directly to our target market and to their traits of masculinity, and competiveness.

18. The one element we won’t be using in our media plan is newspaper. Too poor of reproductive quality Lack of selectivity Too much clutter

19. Consisting of: Network TV- Lowest cost per person Great for demonstration of product outcomes Combo of sight and sound are dramatic and life like Radio- Low overall cost Inexpensive to product Highly selective

20. Magazine Ads- Highly selective Amazing reproductive quality Ads have a long life span

21. Website- Information Center (hub) Will feature: Testimonials Store locator In-depth product info Info on current promotions Content related to latest sporting events, and music. Database marketing through Energy+ E-news

22. Two key campaigns “ Yeah… it’s that good!” Designed to inform, and build awareness. Features TV ad, backed by radio and magazine ads. “ Can your dink do that?” Designed to instill emotions about our brand Encourage brand preference Features a radio and magazine ad

23. Magazine Ad from “Yeah…It’s that good!”

24. TV ad from “Yeah…It’s that good!”

25. Promotional Products/Sampling Hats T-shirts To be given away at various college and professional football games by Carmen, herself. Also, she will be giving away free samples! To find out which games she’ll be at, consumers can visit our website

26. Promotions- Used to generate buzz through word-of-mouth Informed by e-mail message, and on website. Driven to site through TV, magazine, and radio ads. Two key contests: Design our commercial Design our next flavor/product

27. Design our commercial Consumers can submit a short video submission of our next commercial. Consumers may vote for the best one on website. Grand prize winner will be given a new Chevrolet Camero.

28. Design our next flavor/product Consumer s can submit a short video telling us what new Energy + Plus flavors or new product extensions they would like to see created. Grand prize winner will receive $25,000.00 Second place winner will receive $5,000.00