Client-Goa Bottler Product-Energy Drink

Submitted by; Chandrakant Jha

Background
Company: Goa Bottles
Bottlers for Pepsi Location- Margaon Entering the energy drink Brand Name - Adrena- a premium energy drink

Cont.
Product Category -Non alcoholic energy beverage The category is witnessing massive growth The main differentiation can be created on the basis of ingredients

VISION
We are committed to deliver quality products and superior customer services in a highly efficient and profitable manner. We strive to produce healthy financial rewards for our stakeholders by delivering a sustainable growth with honesty, fairness & integrity.

Mission
We will satisfy the various need states of the consumers hydration, energy, enjoyment or simply having fun

Product Profile
Category : Energy Drink Name- Adrena Tag Line Your Energy Partner Description - Caffeine free, herbal energy drink, reusable, flavours Pricing: 300ml:- Rs 45/500ml:- Rs 70/-

Launching Plan
Phase I - Delhi, Pune , Mumbai Phase II - Nagpur, Ahmdabad , Bhopal ,Indor, Hyderabad and Bangalore in the 1st phase Phase III- Calcutta, Chennai, Kanpur, Lucknow, Chandigarh.

Corporate Objective
Get 12% return on investment We seek to uphold the standards, grow the market while maintaining the leadership position and to produce healthy financial awards

SBUs

Beverages

Alcoholic
Water

Non-Alcoholic Juices Energy Drinks

Flavoured

Fruits

Green Apple

Vitamins

Cranberry

Pomegranate

Mineral

Kiwi, Apricot

Black berry

Watermelon

Vegetables

Carrot, Tomato

Bitter Gourd

SWOT
Strength- Bottling Plant Weakness- No umbrella brand Opportunity 50 % growth rate in the category. Threats New entrants

Competitive analysis
Drink
Red Bull Monster Rockstar Full Throttle Sobe No Fear Amp Tab Energy Monster XXL Private Label Rip It Sobe Lean BooKoo Sobe Superman Von Dutch

( Share)
42.6 14.4 11.4 6.9 5.4 3.6 2.3 0.9 0.9 0.7 0.5 0.4 0.4

Indian context
Red Bull Power Horse Gatorade-PepsiCo's ;200 ml pet bottle-Rs 25. XL-Amway Stamina-Gujarat Co-operative Milk Marketing Federation; 12 for a 200-ml Tetrapak Rhino Bullet Cloud9 Coca Cola

Market profile
Market size 500 mn 50% growth rate Energy drinks market is expected to reach *Rs1,100 crore by 2010. Good chance for caffeine free energy drinks . several types of energy drinks products Tea and coffee along with green tea forms one group *Economic Times, Nov 08

Consumer Profile
35% percent of energy drink consumers are above 35 years old. Predominantly male consumers. Combining energy drinks with alcohol. Retail culture

Segmentation
Geographic Segmentation: Delhi, Pune , Mumbai , Nagpur, Ahmdabad , Bhopal ,Indor, Hyderabad Bangalore, Calcutta, Chennai, Kanpur, Lucknow, and Chandigarh Demographic Segmentation: Gender:- Pre-dominantly male, but females too Occupation:- CEOs, CFOs, GMs, MDs SEC: A1+, A1, A2

 Psychographic Segmentation: Lifestyle: Outdoor oriented, sports oriented, hectic lifestyle, achievers Personality: People who go out and want to retain their current lifestyle. People who are health conscious( No caffeine). People who are particular about their self esteem & social status

Marketing Objective
Growing the market exponentially Be leader in the category

Marketing Strategy
Convert non user into user Intensive distribution Aggressive Communication Plan

Distribution Channel
Manufacturing Unit

Carried Forward Unit

Distributor Point

Modern retail

Institutions

Retail

End User

ANSOFF Model
Existing product New Products

Market Penetration Market Development

Product Developmen t Diversificati on

Existing Market

New Markets

High Involvement

How consumer in the category response

Low Involvement

Significant Differences

Complex Behavior

Variety Seeking
Significant Differences

Currently our consumer is variety seeking

Little or No Differences

Dissonan ce

Habitual Little or No
Differences

 Benefit: Perceived Usage: Currently between low and medium, but during the tournaments it will be on the higher side Loyalty: Switchers, because currently only Red Bull is there, so here is the opportunity for a brand like us Motive: Psychological

Plan Kya hai

Awareness Launch Branding

Communicate in 3 phases Directed at innovators Spillover for emulators

What we want to convey

Brand character -Success, Sense of Pride, Enthusiasm, Thrill, Fun, Achievement

To Whom?

Youth

C.E.O.

Where
Phase I - Delhi, Pune , Mumbai Phase II - Nagpur, Ahmdabad , Bhopal ,Indor, Hyderabad and Bangalore Phase III- Calcutta, Chennai, Kanpur, Lucknow, Chandigarh.

How he consumes Media?

Day part
Morning 9-11a.m. 11-8p.m.

Location
Home, hotel Car Office Home,club

Media exposure
Newspaper,busines s news papers Radio,hordings Business journals, Internet T.V., Hordings

Cont.
Airlines Hotels Events

Phase I - Delhi, Pune , Mumbai Phase II Nagpur, Ahmdabad , Bhopal ,Indor, Hyderabad and Bangalore Phase III- Calcutta, Chennai, Kanpur, Lucknow, Chandigarh.

Why he will listen to us

Product offering Non-caffeine , Herbal Taurine, Zinseng,Different flavors.

Value offering Your Energy Partner

Communication Objective
To position our brand values, brand character and bring relevance in the minds and lives of consumers

Communication Strategy
Your Energy Partner

Phase I Awareness Website+advertisemants

Phase-II
Sponsoring an IPL team Official drink partner for the IPL Tournament IPL Merchandising PR

ADRENA

Rajsthan Royals Energy Partnne

Phase-III- Branding
Sponsoring various national and international tournaments like Lawn tennis, Boxing, MotoGP and F1 Energy Sports Bar in 4 major metros Association with sports club Product Placement in sports channels

A D R E N A

D
R E N A

D
R E N A

D
R

E
N A

Your Energy Your Partner Energy Partner Adrena Professional Chess Sports

Your Energy Your Partner Energy Partner

Organisation

Adrena Golf Clubs

 Exclusive loyalty club for our members Exclusive merchandising of our energy drink

Packaging

Media Vehicles
Website Internet advertising News papers Business News Papers, Business Magazine Innovative media @ airports

Cont..
TVC on News & lifestyle channels Events POP ADRENA

The End
Presented By: Chandrakant Jha