Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
MKT 183 X
Sir Jimson Gow & Ms. Clarissa Tobias
Requirement #1:
Brand Consumer Profile - Cobra Energy Drink
Background:
Cobra Energy Drink is manufactured by the Asia Brewery, Inc. in partnership with
Cobra International Holdings, Inc. Cobra is a ready-to-drink energy drink packed with
energy-boosting ingredients such as B-vitamins, taurine, ginseng, caffeine to help
enhance mental and physical performance.
Taglines:
“Pag meron ka nito, wala kang talo.”
“Tunay na lakas.”
Research Target Market:
● Demographics & Psychographics Profile
○ Demographics: Working males with families from 27-38 years old in the
SEC lower B, C, and D. Located in the suburbs and the slums.
○ Psychographics: They go through long labor-intensive hours both
physically and mentally because of their profession/jobs. They do their
best to get by each day by working and sustaining their own personal
needs as well as their respective families. They believe that if they work
hard enough, they will be able to give a good future to their families.
Hardworking, relentless, and persevering. Not health conscious.
● Category Needs
○ Energy drinks to them are considered essentials since they do a lot of
heavy physical and mental labor tied with their work and they’d want to
have extra energy to be able to complete their duties for the day.
○ They like energy drinks that taste good and sweet, cheap, and gives
them an energy boost and resistance their body needs without the drink
being too strong. They are not particular on which brand as long as it
satisfies their needs.
○ Cobra and Sting are the main front runners in the competitive landscape
for the said target market as these two are considered to have flavorful
tastes, cheap prices, and are proven to give its consumers a boost of
energy and resistance.
● Day In The Life
○ The researched target market has barely any time for extracurricular
activities as they focus their time on their work and families. Their
routine basically consists of work and family.
○ They’re not as exposed to media as compared to other people though
they would often fiddle with their phones during their break times. They
would use their devices as an escape from reality so they can relax by
watching videos, scrolling their Facebook feeds, or playing games. They
also have some time to check on their phones and listen to the radio
while commuting to and from work.
CONSUMER INSIGHT
TRUTH
I need an extra boost so I can work harder and give myself and my family a better future.
MOTIVATION
Because I believe with hard work and perseverance, I can live in a better tomorrow with my family.
TENSION
Promotes overworking and overfatigue.
CONSUMER PROFILE
Virgilio Manlapat, 29
Demographic Profile
● Lives in Batasan Hills, Quezon City
● Has a family with 3 kids
● Contractual Construction Worker
● Monthly Income: P10,000-P15,000 (350-500 per day)
Psychographic Profile
● Focuses mainly on work and family
● Hardworking and persevering
● Used to long hours of intensive labor hours but gets tired often due to fatigue
and working conditions
● Enjoys the simplicity of having a phone to watch Facebook videos and to play
Mobile Legends during break times
Attitude Towards Category
● Not health conscious when it comes to what he consumes.
● Loves drinking energy drinks that are sweet, cheap, and that gives them extra
energy to accomplish their work throughout the day.
● No brand preference as long as it satisfies his needs.
SOURCES:
https://www.ejmanager.com/mnstemps/28/28-1520244651.pdf?t=1567093366
https://prezi.com/vllzk7y5hkfu/cobra-energy-drink/
https://www.scribd.com/doc/49931897/asia-brewery-company-profile
https://www.alamy.com/stock-photo-construction-workers-iloilo-panay-philippines-33453388.html
Transcript #1
Interviewer: Rodney Manuel (R)
Interviewee: Marcelito Ortega - Construction Worker (M)
R: Ako nga pala si Rodney Manuel galing po akong Ateneo de Manila University at ang interview na ito
ay para sa aking Marketing class po. Ano po ang pangalan niyo?
M: Ako si Marcelito. Marcelito Ortega.
R: Ano po ang edad niyo?
M: 27 po.
R: Ano pa ang trabaho niyo po dito?
M: Ako ay construction worker para sa Jolibee dito sa Katipunan branch.
R: Ah sige po. Tanong ko lang po kung umiinom po ba kayo ng mga energy drinks?
M: Oo po. Minsan.
R: Bakit po ba kayo umiinom ng energy drinks?
M: Para sakin masarap inumin.
R: Ah masarap inumin kasi matamis?
M: Yes po.
R: Ano pa ba ang ibang dahilan bakit po ba kayo umiinom ng energy drinks?
M: Ah kasi nakakabigay nang lakas at resistansya. Nakakatulong rin sa trabaho.
R: Ano po ba ang mga energy drinks na iniinom niyo po?
M: Lipovitan, Cobra, at Sting po.
R: So umiinom po kayo ng Cobra?
M: Opo. Pero iniinom ko po yung green na Cobra kasi hindi gaano katapang at nakakatulong sa shift
ko.
R: Ilang oras po ba shift niyo?
M: 12 hours po. 6pm-6am po.
R: So nakakatulong po ba talaga ang Cobra sa inyo?
M: Oo kasi para sakin nakakawala ng pagod lalo na night shift ako sa construction at mabibigat at
nakakapagod ang mga ginagawa ko. Talagang tumatagal ako sa trabaho.
R: May pamilya po ba kayo na pinagtratrabahan?
M: Wala eh. Mag-isa lang ako dito.
R: Para kanino ka nagtratrabaho?
M: Para sa akin lang talaga pero nakaktulong rin ako sa mga kamag-anak ko sa probinsya.
R: Salamat po, Kuya Marcelito.
M: Salamat din po.
--- END OF INTERVIEW ---
Transcript #2
Interviewer: Rodney Manuel (R)
Interviewee: Ariel Rocera - Security Guard (A)
R: Ako nga pala si Rodney Manuel galing po akong Ateneo de Manila University at ang interview na ito
ay para sa aking Marketing class po. Ano po ang pangalan niyo?
A: Ako si Ariel Rocera.
R: Ano po ba ang trabaho ninyo?
A: Ako ay isang security guard para sa Sofia Bellevue Village.
R: Ano po ang edad niyo?
A: 36.
R: Ah okay po. Yun nga po, umiinom po ba kayo ng energy drinks?
A: Umiinom naman po tuwing maglalaro ng basketball or pag nasa trabaho.
R: Ano po ang dahilan kung bakit kayo po umiinom ng energy drinks?
A: Para matagalan na resistensya, energy at lakas.
R: Kasi sa trabaho mabilis rin po mapagod diba?
A: Opo.
R: Ilan oras po ba ang shift niyo po dito?
A: 12 hours po ang shift ko po.
R: Ah halatang nakakpagod rin po ang ginagawa ninyo.
R: Habang nagtratrabaho sa inyong 12 hour shift, umiinom po ba kayo ng energy drinks?
A: Depende kapag mainit, di ako umiinom dahil naranasan ko na nagpapalpitate ako.
R: So conscious po ba kayo sa mga nilalaman ng mga energy drink katulad ng Cobra?
A: Hindi naman.
R: So okay lang naman po sa inyo yung mga energy drinks basta hindi kayo nagpapalpitate?
A: Oo.
R: Ano po ba ang mga energy drinks na iniinom ninyo po?
A: Ah dati nung bata ako, Lipovitan. Pero ngayon mis matanda ako, umiinom na ako ng Cobra o Sting.
R: So umiinom po talaga kayo ng Cobra?
A: Opo. Dun ako nagpapalpitate. *laughs*
R: Ah dun po talaga? Pag mainit?
A: Oo pero pag malimig naman okay naman ako sa Cobra. Pero pinipili ko rin kasi may kulay. Gusto ko
yung green kasi di gaano katapang.
R: Ano po ba ang gusto niyo sa Cobra?
A: Cobra kasi mura at masarap!
R: Alam niyo naman po ang laman ng Cobra diba, Taurine, Ginseng, at B-Vitamins.
A: Oo naman.
R: Tanong ko rin po kung may pamilya rin po ba kayo?
A: Oo.
R: So pagkatapos po ba ng 12 hour shift niyo, umuuwi rin po ba kayo sa pamilya niyo?
A: Opo. Sa tatlong anako at asawa ko.
R: Kayo lang po ba ang nagtratrabaho sa pamilya?
A: Ako lang po.
R: So nakaktulong po ba talaga ang mga energy drinks katulad ng Cobra sa tuwing nagtratrabaho po
kayo para sa pamilya niyo?
A: Oo siyempre. Lumalakas ako.
R: Salamat po. Tapos na po ang interview.
A: Salamat din.
--- END OF INTERVIEW ---