Integrated Marketing Communications Plan for Showtime Energy Drink Company PRESENTED TO INSTRUCTOR JEANETTE GILE INTEGRATED MARKETING COMMUNICATIONS FOX VALLEY TECHNICAL COLLEGE PREPARE BY CAITLIN DOLATA NOVEMBER - 2015 Executive Summary to be completed.. Target Market Showtime Energy markets to young awe-inspiring males and females with an age range of age from 15 to 30 years old. These males and females live a consistent adventurous and outgoing lifestyle. They like to be adventurous or try to at least for a thrilling lifestyle. Showtime males and females like to be a part of very competitive sports or any other sports activities and extreme sports activities. Showtime defines the majority of these customers as Generation Y because they are not only very active males and females but very active students who need the energy to finish study all night and finish many projects. Showtime Energy also has a slim secondary target market of an older crowd of consumers which a general age range of 26 to 50 year olds. This demographic will consist of any business personnel who may finishing monthly reports or a trucker doing a long ride, thus anyone can use Showtime energy drinks. These males and females come from all walks of life and financial status. They live in suburban and rural areas and have different levels of education. They all share physical/mental exertion in common and getting their adrenaline pumping. Positioning
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Over 55,000 cases were sold within the first three weeks of distributing through IBO’s. According to BevNET, within the first year of business with Quixtar, XS Energy Drink became the second best selling energy drink in North America. They have shown their potential to make a bold statement in a constantly growing market, not only in the U.S., but also in world markets.
Rockstar Energy Drink was founded by Russell Goldencloud Weiner, a doctor of nutritional enthomedicine, according to the Rockstar website. His parents, two renowned herbalists, helped to produce the Rockstar formulations. Today, three formulas of Rockstar are on the market: Original, Cola, and Diet. The original formula was first launched in 2001, making the company only 4 years old. The company is based in Las Vegas, Nevada, one of the trendiest locales of the United States, lending to the edgy "Rockstar" image. To enhance their image, Rockstar's catchy slogan is "Party like a Rockstar". The Rockstar company is not publicly traded, but in some states is distributed by Dr. Pepper. Recently, Rockstar has teamed up with
All energy drinks are aiming to reaching out to the everyday person that lives a busy lifestyle and want to make the most of the time that they have in a 24hr. day. The consumers for this product include the 9a.m. to 5p.m. worker, long hour drivers, musicians, athletes, and college students. The overall goal for energy drink companies is to provide busy people with enough energy to get them through that dreaded long winded
A marketing plan is a comprehensive blueprint which outlines an organization 's overall marketing efforts. A marketing process can be realized by the marketing mix, which is outlined in step 4. The last step in the process is the marketing controlling.
Building and enhancing leading brands, focusing on high-growth and high-margin categories, increasing presence in high-margin channels and packages, leveraging integrated business model, strengthening route-to-market through acquisitions and improving operating efficiency each capitalize on DPSG strengths and will greatly influence the decision to launch a new energy beverage drink (Kerin, 2013 pg 96). Other relevant issues include understanding the attitude and behaviors of current heavy users. According to data for the United States, collected by Nielsen identifies busy mothers and their households are more likely to use energy drinks than average households (csnews.com). The data indicated that busy young moms had a higher purchasing index then young adults leaving college or independent singles, 20 -30 (csnews.com). This information is relevant because it will help identify a potential target audience.
Energy drinks are the largest growing area of the United States beverage industry since, being they were first introduced to the market in 1987. Today, the U.S. market for energy drinks is estimated at $35 billion and is expected to grow the reach $53 billion by the year 2016. The United States is one the world's largest consumer by volume of energy drinks. Given that, roughly 35%-45% of adolescents and young adults admit that they drink at least one energy drink per day. In view of, the market is not regulated; there has been a contentious marketing to adolescents with promises of psychoactive, performance-enhancing, and stimulant drug effects. In upwards of, hundreds of different brands are marketed today, these stimulant drinks typically
As previously stated, there is currently no other electronically programmable pill dispenser on the consumer market. Prior to patenting the XG Electronic Pill Dispenser, consumers were mandated to open their pill containers each and every time dispensary was required. This is the main avenue of personal, medical dispensary in use today.
Marketing is “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stakeholders” (Kotler & Keller, 2009, p. 5). The main scope of marketing is to identify and to meet social and human needs. PepsiCo understands that as an international food and beverage organization that reaches millions of consumers daily, the agenda of its marketing campaigns can determine the success or failure of the company.
The target consumer market that should be chosen for a new energy beverage brand is males between the ages of 15 and 26. Marketing to this age group falls between the 12 to 34 year olds that estimate to make up 70 percent of the energy drink market (Kerin & Peterson, 2010). This would allow them to still market to the heavy users but would be able to narrow it down to a specific age group within the market. Marketing to this group would allow you to focus on groups such as high school & college students, athletes, and young adults entering the work force or newly parents. The students that would be using the energy products can use it for staying up to study or to help wake up and be alert in class. Athletes could use this product for refocusing after a workout or practice so they would crash. Young adults could use this energy drink for staying up in there social life late at night or to make sure they are awake in the morning for that new job to impress the boss. A different market would be the parents of a newborn. Markets like this could be beneficial because parents want to stay up to feed their new born and make sure everything is okay during the day especially after a sleepless night or two. Marketing to specific target markets helps companies clarify what the product is used for and how it can be beneficial instead of having it say we
There are over 1.1 million men and woman amateur and pro bodybuilders alone in the United States. The IFBB has competitors age ranges from as young as 16 years to as old as 83 within a range categories for competition, The NutiBullet Pro is a necessary tool to assist the competitors in preparing for competitions fulfilling a need for a quick, convenient and easy way for bodybuilders to create their protein shakes, whey smoothies or one of their required 6 to 7 meals a day.
Considering the very tight competition of the energy drink market, the company will also be using the power of media to be able to accomplish the target brand awareness. They will design a billboard which
For any product to be successfully marketed the company must first understand the environment in which they will be marketing their product. Companies must market their products in a way that draws in consumers to purchase them. The energy drink industry was able to do this by making people feel that they need this product in order to make it through their busy schedules. They not only marketed the product to college students, young parents, busy professionals, but also to athletes. This paper will talk about how the energy drink industry was able to adapt to their environment and market their product throughout economic changes and lifestyles using core competencies.