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Copy of Copy of Capital Energy Drink

by Alicia Simpkins
by

basil chatha

on 16 January 2013

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Transcript of Copy of Copy of Capital Energy Drink

by Viraj, Sidrah, Basil Flash Energy
Get Energy In a Flash, Now That's Fast

Strawberry
Apple
Orange
Blueberry
Peach
Banana
Pomegranate
Cherry
Blackberry
Raspberry
Coffee
Vanilla
Fruit Punch
Cream Soda flavors that flash energy has to offer... Watermelon
Mango
Grape
Mint
Lemon
Lime
Bubble gum Advertising
In my opinion the most appropriate mix of Advertising tools is magazines, because they give an opportunity to link with specific audience/interests, like having an energy drinks in sports magazines or rock magazines etc… Companies get to advertise to several consumers because magazines have several readers and are like a form of media. Magazines are credible and they are high-quality. Our product will get the attention of all the consumers of the magazine and the others who look at them afterwards. We get a long term promotion. This will show our product is really good depending on what magazine it is on. With all the information on our ad it will cause people to find out our product is available at many places. Consumers will find out our product is affordable, therefore it goes perfectly with our positioning as well; Flash is convenient, effective, and money saving. - BASIL CHATHA Promotion Flash
ENERGY APPLE MANGO Flash
ENERGY Maslow’s Hierarchy of Needs Our company's target market are males between the age of 18 to 25, we will be selling our product mainly in suburban areas since that is where most of our target market is. FLASH stands out to consumers since it is very attractive. Slogan's short, simple, and catchy and it rhymes. Our consumers will be able to tell our product apart from others. We start off with penetration pricing so people try our product give it a chance since its affordable. We will also be giving away free sample energy drinks to where our target market would be such as gyms, sport events, malls etc this will help our product get more known.
How to be Flash will be successful :
- through our promotional activities
- our pricing strategy
- our brand. promotional method it through advertising tools, and advertising in magazines that are read mostly by our target market. This way we will gain their attention and cause them to get attracted to our product so they try it and become our customers. Energy drink market has grown a lot throughout the years and North America has been ranked second place, for the area with the most energy drink consumption. Therefore if we get the attention of our target market through our promotional activities then we can be successful. We as a company believe that our pricing method also plays a huge role in our reasons of success. This is because our company uses the penetration pricing strategy, which allows consumers to realize our product is really affordable and so they try it. We then rely on our brand to do the rest of the work, since our brand logo is “get energy in a flash, now that’s fast” and then our brand logo is unique. We have a memorable brand name, logo, and slogan which cause consumers to not forget us, and so they purchase our product for the slogan since everything they need; they will receive through our product. If anything goes wrong or unplanned and causes some sort of problem our Motivated to purchase/use our product because it fulfills their physiological needs

need is fulfilled because; energy drinks provide people with the energy they need in order to do something,

most people need energy drinks on a daily basis. This helps them work to the best of their ability.

Therefore like coffee, energy drinks become a basic everyday physiological need for consumers Geographic's &
product use Psychographics people with busy schedules and complicated lives.
could be athletes, businessmen, construction workers, pilots, policemen, firefighter’s etc.
have an active and exhausting lifestyle
are in constant need of an energy boost.
probably don’t have much concern for their health. Demographics
Our product is targeted towards the family formation and post-secondary market because they are busy with their education or careers. They have trouble managing time and they need as much as energy their body can provide for them and more. These people will be looking for energy drinks that prove that they work. Our product is offered to both males and females, but we are focused more on males. The family situation of a consumer affects their decisions to whether they want to purchase our product or not. We are searching for consumers that live alone, or with up to 4 people within the same age group. If their roommates or friends are using purchasing product, they may cause everyone else to be influenced to purchase our product. Our target market is expecting to make a stable salary of 15,000/year or more. We target those who are Canadian residents only since our products only sold in Canada; our consumers must live in Canada and be familiar with local convenience stores, grocery stores, gas stations, and super stores in order to know where they can purchase our product. BASIL CHATHA Demographics They service we offer falls under basic needs which fall under physiological and biological, since it is linked to a certain type of drink. Our consumers will be motivated to purchase the drink in return for energy.
If the consumers choose not to use our product they can move on to the next level. Our product is just something that offers convenience and makes the consumers life easier; help them go through their day. If all their friends and family purchase our product, the target market will also want to try our product to fit in with the rest of society and this will keep trending.
BASIL CHATHA Aldefers ERG Theory Market Data


Market data (do it)
The Energy Drinks are the one of the fastest growing and most innovative segments of the drinks market.
Since 2004 the global energy drink market has a growth around 14% per year
Regionally, North America is second place
Demographics
This market changes consumer attitudes, also has an impact on energy drink sales in 2011 and 2012.
the younger generation of consumers are the primary target market since their taste and characteristics
Promoting the use of an energy drink to younger consumer market has caused negative publicity for some energy drink brands.
According to Canadian reports, the advertisement and cause of people being aware that the present energy drinks are functional has caused both Australia and North America, to have a combined average consumption of energy drinks of 4 Liters per person annually.
In the future of the energy drinks market, consumers have now become more concerned about health and wellness
Consumers are looking for natural ingredients, or possible organic variants
The energy drink market is expected to address innovation, in order for market to continue to grow in functional manner
Globally energy drinks hold 47.3% of the functional beverage’s overall market share
BASIL CHATHA Advertising
Magazines
give an opportunity to link with specific audience/interests
having an energy drinks in sports magazines or rock magazines etc…
Companies get to advertise to several consumers because magazines have several readers and are like a form of media.
Magazines are credible and they are high-quality.
Our product will get the attention of all the consumers of the magazine and the others who look at them afterward.
We get a long term promotion.
This will show our product is really good depending on what magazine it is on.
Consumers will find out our product is affordable, therefore it goes perfectly with our positioning as well; Flash is convenient, effective, and money saving.
BASIL CHATHA Brand Name:

Brand name is Flash well the word flash it’s easy to remember. It catches peoples’ eyes the work “flash” it’s just there and small and effective. This will cause people to think they can get energy in a flash they will want to take our product. We basically fulfill our consumers’ needs according to our slogan a really fast hence the word flash. This will cause our target market to get attracted since they need energy, and that’s what we provide. Slogan:

Brand slogan is “get energy in a flash, now that’s fast” this will be effective since it’s easy to remember and it’s catchy. We are targeting people that need energy to go through a day and fulfill all the tasks they need to complete. This will cause them to search for whatever has a fast effect. Therefore when they see our product will give them energy in a flash they will want to take our product. We basically fulfill our consumers’ needs according to our slogan.in a flash they will want to take our product. We basically fulfill our consumers’ needs according to our slogan. BASIL CHATHA Logo:

Brand Logo is (lightning flash); this catches people eyes since it is a flash. It’s to pick apart so people will recognize our product easily. This is appropriate to our target market since they are interested in images like this. People will buy our product so they can get the energy they need in a flash. Brand Strategy

Well our target market is young so they are looking for an energy drink brand that keeps its promise, memorable so they don’t forget, distinctive and positive so my consumers like it so they prefer it. We keep our logo and slogan short and simple so it’s easy to remember. This way consumers don’t forget our brand, and always prefer will always prefer Flash over its’ competition since the consumers will always get what they want as we position ourselves as convenient, effective, and money saving. In-Direct: (the one we choose)
Indirect distribution channel from producer Retailer Consumer I chose this selling method because we want our product to be convenient for our consumers. Our product will be produced in Brampton and from there we will supply to Convenience stores, Hasty markets, and mac’s convenience stores. These retail stores will be all over Canada. This will help our consumers purchase our product at their convenience. Consumers want to find our product and there are retailers like convenience stores on almost every block. This will cause our target market to be able to get to our product from walking distance in some cases. This will make our consumers happy and will address their wants and needs as they want energy and they want to get it through a product they can purchase that is close by. As our product is positions as convenient, effective, and money saving.
Direct:
a type of distribution channel that could be used for our product is direct distribution. direct distribution is when the product goes right from the producer to the consumer. a way we can directly distribute our product is by having local fast food companies, restaurants and bars serve our drink in their stores for example stores like Harvey's, milestones, olive garden, playdium and moxie's are perfect place where we can serve our energy drinks. By having them at locations like these consumers can directly get our product. Another way for our company to directly distribute the product is by having drink stands at various events. Events like concerts or games at the Rogers center and also community events at celebration square, by having drink stands at these place's the consumer will get the drink directly, our product will be known to be available almost anywhere in an instant and this will help with the promotion of our company. Consumer
Analysis Geographics & Product
Use Target market are males who live in suburban areas

More of a higher population of our target market

Heavy users of T.V, computers, sports equipment

Medium users on books, organic foods

Light/nonusers of beaut products e.g make up Competition Monster is one of our biggest competitors in the market

Our company offers more flavours than monster

Our energy drinks more simple and easy to understand

We offer one energy drink size while Monster offers more sizes Thorndike's law of affect
Survey Analysis Males drink more energy drinks than females

Most surveyed said that they buy energy drinks from convenience stores

Half the people said Red Bull is there favourite energy drink

Many consumers believe energy drinks aren't affordable

Should start off with penetration pricing Specialty A possible distribution can be vending machines

Sold where are target market usaully is

Cannot sell our product online Competition Monster is one of our biggest competitors in the market

Our company offers more flavours than monster

Our energy drinks more simple and easy to understand

We offer one energy drink size while Monster offers more Competitor Analysis Specialty
A possible distribution can be vending machines

Sold where are target market usually is

Cannot sell our product online Sales Promotion VS. Giving out free samples of our product

Where are target market usually is

Offering all our different flavours

Given out in 300 mL bottles Flavors that Monster has to offer.... Absolutely zero
Assault
MIXXD
M-80
Import light
Loca moca
Vanilla light
Mean bean
Killer-B
Target market in suburban areas

More of a higher population of our target market

Heavy users of T.V, computers, sports equipment

Medium users on books, organic foods Competitive pricing Most popular strategy in marketing

Price to low consumers might think its low quality Market
Research
get more partnerships with other companies
create our ultimate energy drink
find promotional/pricing strategies that will increase our profits
make our company global.
In order achieve goals; we must
find a chance in the market for our product
gather information by conducting a survey, focus group, and secondary market research. Problem Definition Research Objectives The objective is to create a survey that will give our company important and relevant information and to find improvements that can be made to satisfy the wants and needs of consumers.

Objective is to conduct a focus group that will gather information about consumer preference in things like flavour, size, design etc. this focus group will also help generate idea’s for our product.

We plan on researching our target market’s awareness of products, characteristics, buying decisions, their demographic, geographic, psychographic, current trends, interest level, issues related to energy drinks, media research, promotions, pricing, distribution, competition profiles, size of market, and industry data. The results from our research will help us determine our products feasibility. Product Overview
Our product has many features that make it unique from other similar products in the marketplace, for instance we want our energy drink will be available in vending machines throughout many stores, offices, gyms, malls etc. the reason why we would want to have them at these places is because our market research shows that most heavy users of energy drinks visit these place. other energy drinks are only available at grocery or convenience stores but our company's drink will be available for the heavy using consumers in a instant. this makes our company's energy drinks easier to find and purchase than other regular company's. another aspect that makes our drink unique is the fact that it comes in a glass bottle. most energy drinks are only available in cans. From our market research we have noticed that people prefer to drink thought a bottle instead, this is because from a bottle they can control how much of the drink they consume .this makes our product more unique from our competitors, because since it's available in a bottle it's more efficient for our consumers and addresses our target markets needs and wants when it comes to energy drinks. Utility Price
Plan Descriptions of possible factors which may affect price: A possible factor that could impact the price of our company's product is the shipping cost. The shipping cost plays a huge part in determining the final cost of our energy drink. For example, if we were to produce a box of energy drinks in Mississauga and ship it to a retailer in Mississauga the cost for that would be much cheaper than shipping that same box across seas. Not only does the location affect the price but the method does as well for instance shipping the product by plane would me much more expensive than shipping done by a truck. Therefore the shipping cost always adds on to the final price of the product and in order to reach out breakeven point the place and method used to ship our product will affect the final cost. An internal factor that can affect the price of our energy drink is productivity, by increasing productivity we bring change to the way we produce our product and its makes our production costs lower. Then when the products production cost is lower it gives you the chance to make your product price the same or lower than your competitors, which makes the chance of a consumer purchase your product over its competition likely. This way we could sell faster and make become more successful and expand our business faster, For example “The ultimate goal of the Dangote Group is to dominate every niche in which it operates. In order to achieve this goal; we acquired over 3000 new trucks, developed a strong distribution network and increased production capacity. Our strategy is to sell our products faster than our competitors and at uniform price.” – Aliko Dangote; the richest black man in the world. Therefore this causes the price of your product to change; if the productivity is increased you may lower your product price and vise-versa. Promotional Sales Giving out free samples of our product

Where are target market usually is

Offering all our different flavours

Handed out in 300 mL bottles
Full transcript