Integrated Marketing Communications Plan For Showtime Energy Drink Company

PetSmart is one of the largest specialty pet retailers of service and solutions for the lifetime of pets. More than 1008 stores are open in the United States and Canada that provide pet foods and supplies that are priced reasonably. PetSmart provides all types of services for pets including pet training, pet grooming, pet boarding and adoption services. In addition to providing impressive value PetSmart has the broadest, deepest product range in the industry, including thousands of products exclusive only to PetSmart. Every year PetSmart takes care of the grooming for hundreds of thousands of pets in what PetSmart calls its PetSmart Salons. These animals are groomed and pampered by stylist who have

One key element that adds value to SNB is Ken Grossman’s continuous concern for the environment and the community:

Consumer Behavior Monster Energy Target Market Because the energy drink is still part of a new and developing industry, the energy drink target market is different than in some of the other beverage industries. Monster energy drinks have become a very popular, “hip” part of society, but the market at which they are aimed is not as wide and expansive, or diverse, as some might think. Early in energy drink history, when they were first being sold in the United States, athletes were the primary consumers. This shows that even initially energy drinks were directed at a select crowd, a group of people with specific interests. Although the consumer base for energy drinks has now expanded beyond that of simply athletes, the target market is

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

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.

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

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

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.

The second place I went to was Olive Garden. My uncle and his family from New Jersey decided to visit us and as a family get together, we arranged a dinner date at the Italian chain restaurant Olive Garden. To some, Olive Garden is fancy while to others it’s casual. Olive Garden has a different approach than the fast-food restaurants. First, each plate was around 15 dollars, the cost of both my lunch and sister’s lunch from Chick-fil-A. Also, Olive Garden promotes dining in and promotes a family friendly atmosphere. The restaurant wasn’t silent, as people chattered with one another, but it wasn’t too loud like a cafeteria. I went dressed in jeans, flats, and a simple blouse. The men and boys in my family all wore jeans and either plain tees or button downs. The women and girls in my family all wore jeans, nice blouses, and either flats, sandals, or low heels. Everyone else in the restaurant seemed to be dressed somewhat similar, in clothes that were informal but not too casual. There was a couple, however, that was on a date and were dressed more formally. The woman was wearing a simple, little black dress and her partner was wearing a button down shirt with slacks. Their choice to dress up could not as much be influenced by the restaurant but more so by the person they’re with and the occasion, whether it be something like an anniversary dinner or first date. The service was great and convenient as we had a waitress take our order, bring us drinks and food, and clean up

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.

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.

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

To start with, market segment for energy drinks is targeted at group of people in their late teens to early thirties. The age group is determined between 18 to

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.

I’m an undergraduate student majoring in economy prepared the marketing plan for the purpose of learning and experience.