Sample Marketing Plan on V Energy Drink
Business Course-Level 7B
13
MARKETING PLAN ON V ENERGY DRINK
Assignment in Relationship Marketing
EXECUTIVE SUMMARY Early next year, Frucor will introduce the number one energy drink in Australia which is the V energy Drink into New Zealand market. It is something particularly different in the cold drink market, with a distinct green bottle and can. It will serve as a contrast against other caffeinated cold drinks that are on the market. The main ingredient of the product is the ‘guarana’, which is very popular worldwide for having a stimulating effect on mind and body. The company will be facing intense competition. The V energy drink will be competing against strong energy drinks competitors such as Red bull, Mother, Demon, Lift plus and Monster as well as other cold energy markets like coca cola and Pepsi-co and other self-branded cold drinks products. V energy drink will be competing through differentiation in the main ingredients and in the contents of caffeine and sugar. It also comes with different flavours or variants like V energy sugar-free, V energy blue and V energy black. The marketing strategies of the V energy drink will be centred on four objectives: : Firstly, to have 40 percent market share in Auckland, New Zealand, Secondly, to be the brand icon of extreme sports and music not only in Australia but also in New Zealand, to gain 50 percent brand awareness and to have a strong community relations among consumers. The company will be using some strategies to reach these objectives such as launching online game, being a sponsor to some extreme sports activities and promoting the product through billboard, TV and radio advertisements.
A. SITUATION ANALYSIS V is an energy drink brand produced by Frucor Beverages Ltd since August 1997. In 2003, in supermarkets and service station, V had a market share over 53% in Australia, making it the most popular energy drink in both countries. V is made in Australia by Frucor. It has taken
13
MARKETING PLAN ON V ENERGY DRINK
Assignment in Relationship Marketing
EXECUTIVE SUMMARY Early next year, Frucor will introduce the number one energy drink in Australia which is the V energy Drink into New Zealand market. It is something particularly different in the cold drink market, with a distinct green bottle and can. It will serve as a contrast against other caffeinated cold drinks that are on the market. The main ingredient of the product is the ‘guarana’, which is very popular worldwide for having a stimulating effect on mind and body. The company will be facing intense competition. The V energy drink will be competing against strong energy drinks competitors such as Red bull, Mother, Demon, Lift plus and Monster as well as other cold energy markets like coca cola and Pepsi-co and other self-branded cold drinks products. V energy drink will be competing through differentiation in the main ingredients and in the contents of caffeine and sugar. It also comes with different flavours or variants like V energy sugar-free, V energy blue and V energy black. The marketing strategies of the V energy drink will be centred on four objectives: : Firstly, to have 40 percent market share in Auckland, New Zealand, Secondly, to be the brand icon of extreme sports and music not only in Australia but also in New Zealand, to gain 50 percent brand awareness and to have a strong community relations among consumers. The company will be using some strategies to reach these objectives such as launching online game, being a sponsor to some extreme sports activities and promoting the product through billboard, TV and radio advertisements.
A. SITUATION ANALYSIS V is an energy drink brand produced by Frucor Beverages Ltd since August 1997. In 2003, in supermarkets and service station, V had a market share over 53% in Australia, making it the most popular energy drink in both countries. V is made in Australia by Frucor. It has taken