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Gummies

Targeting & Positioning

Our New Product

Red Bull Gummies

New targets: young people and working people (30-60 years)

- Why these segments ?

- Strengths

- Weakness

- "Useful" and "Funny"

- No judgment

- Easy to carry and eat

- Become a reflex

Market Segmentation

Product

Red Bull gummies

- A packet of 10 sweets

- Each sweet: red or blue bull

- Easy to transport and stock

- One packet is the equivalent of a 250 mL can, but with less sugar and calories.

- Two flavors: cranberry and rasberry

- New flavors and limited editions.

Two categories in Energy Drinks:

- Red Bull, Monster, Burn ...

-Coffee, pills and vitamins.

Energy drinks target these markets:

- The sports market: the athletes

- The workers

- The clubbers

- A healthier and more feminine market

- The youth

Price

- A packet of 10 gummies would cost €1.

- Same than a Redbull can but it's cheaper.

- With the €1.

+ 99 cts for profits

+ 1 ct for charity that promotes

energy savings

- Attractive price and no useless spare change.

The Energy Drink Market

Place

- Same distribution places as for the cans

- Implement distribution channels in universities or schools for the working students.

- Implement distribution channels into the companies for the dynamic over 30's workers.

What is an energy drink ?

"An energy drink is a beverage that contains caffeine and other ingredients providing mental and physical stimulation."

Actors on the market:

- Red Bull 60% -1%

- Burn 8% +1,9%

- Monster 14% -0,8%

Promotion

Goal : being as efficient as for the cans.

- Specific promotions for the working students.

- Specific promotion for the dynamic

over 30's.

REDBULL

and Red Bull Gummies

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