Description
The presentation describes the marketing plan for energy drink plan-BURN. It includes topics like swot analysis , porter, objective etc.
Coca colasBurn energy drink
Marketing plan
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Energy drink introduced by Coco Cola in India in 2009 Internationally present in 76 countries A lifestyle product associated with nightlife and going out Till now it is only found in Delhi, Bangalore and Mumbai Only available in the HORECA channel which is hotels, restaurants, and cafes.
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Energy drinks market in India is pegged at Rs 250 crores and is growing annually at 20 per cent.
It caters to a younger market, and some energy drink brands aim their products at a health-conscious crowd Many energy drink companies are directing their products at very specific groups of consumers, such as extreme sports enthusiasts, video game players, or the hip-hop crowd . A good number of the companies sponsor extreme events and publicity stunts to promote awareness of their product to the desired consumer group
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STRENGTHS: -Distribution Channel -Strong Brand Image -Low Cost of Operation
WEAKNESS: -Low export level
OPPORTUNITIES: THREATS: -Large Domestic Market -New Entrants -Higher Income among people -Imports -High Established Brand Loyalty
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Threat from New Entrants: VERY HIGH
Bargaining Power of Consumer: MOVING FROM LOW TO HIGH Bargaining Power of Suppliers: MOVING FROM HIGH TO LOW
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Threat from Substitute: LOW
Threat from Existing Players: HIGH
Consumers –By using innovative and tailored marketing programs based on local consumer insights, ? Communities – To ensure that the Company is a respectful corporate citizen and participates as an integral part of each community. ? Customers – to provide the customers through every consumer purchase ? Coca-Cola System –To deliver value to the Company and to its bottling partners. ? Coca-Cola People – To ensure it has the most talented, creative and motivated people throughout the world.
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?
?
?
?
Improve market presence by 20%. Increase in distribution channel Improve the shelf space Increase in communication
?
?
?
VOLUME AND PROFIT: increase in market share by from 1% to 5% in coming year, increase in profit by 4% TIME FRAME: continuous different marketing campaigns on website SECONDARY OBJECTIVES: increase in customer base by increasing market share, to develop brand identity
•Core target market segments for Burn consists of the core age group of 15 to 60.
•Energy drinks with high sugar levels are more popular with women and children, while with that of strong taste are popular with the men
•65% of the energy drinks market consists of male consumers.
Customer target
Competitor target
product strategy
Core strategy
Product features
Burn is a Swedish high sugar high caffeine content energy drink with a citrus flavour that comes in a 8.3 (250 ml) or 16.9 oz (500 ml) can. The drink is distributed in several countries by The Coca-Cola Company ? The product is priced at Rs.75 for a 250 ml can and will be available at selective premium channels across Mumbai, Delhi and Bangalore
?
?
Burn targets a slightly older male consumer, aged 20 to 24, than some of its competitors. Burn has evolved from a brand that was predominantly a "social energy brand" used at night to a brand that "could be relevant 24/7.
?
•Gatorade
•Red bull •Cloud 9
Burn, is positioned as a energy, the fuel that helps turn dreams into reality. Positioning has been premium and niche market. Sold only on the premises of very select night channel accounts in Mumbai, Delhi and Bangalore. the brand's premium is established. They have Created communities around fashion and electronic music to build a brand philosophy for Burn e.g. Burn curate, Burn mix Since the approach is so different, its almost fair to say that all marketing efforts are currently experiential and restricted to on-ground activations.
• Sales Promotion •Create new target markets.
•Large display in the departmental stores.
?
?
Promotions-Sampling
Educational institutes/sporting institutes /Malls/Gyms/Movie theatres to target the youth Regardless of whether the educational institute keeps the product or not because this is the target market for the company and as more and more teenagers try BURN this will influence them to purchase it The sporting season at these institutes is about to begin, it is important to do sampling at that time as numerous students gather together to witness these tournaments. This is a great opportunity to create demand for BURN in not only educational institutes but other channels as well.
?
?
?
?
? a. b. c. ? ? ?
Positioned as an energy drink that ignites and intensifies the experience Promotion: Sampling at high end parties, pubs, resto-bars and clubs Innovative merchandise with the Burn logo Initial phase- On-premise activation Availability - High end premium outlets and channels rather than large retail outlets (Supermarkets) Alternative distribution channels - pubs, bars and gyms Two-pronged strategy – Exclusivity & Expansion
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Energy drink market: International -16% CAGR India - 50% ( current annual growth) The current Indian market size : Rs 500 crores approx.
Expected growth : 25 % CAGR (Rs 1000 crores in 2 years) Market Value - $6.3m (2003) to $146.1m (2008) Predicted Growth - $368.9m (2013)
?
?
? ?
?
The forecasted growth rate over this decade - India (50.2%) Other BRIC countries - Brazil (16.6%), Russia (14.5%) and China (7.2%).
?
Impact of change in Indian youth’s perception of health & fitness: a. decrease in the carbonated drinks market b. high growth of the energy drink market
?
?
Created communities around fashion and electronic music to build a brand philosophy for Burn. Brand needs to develop with its core target audience in an organic way.
Sold only on select night channel accounts in Mumbai, Delhi and Bangalore as these locations drive the highest consumption and establish the brand's premium.
?
?
?
As scale is built, expansion of channels by entering a few modern trade outlets and tapping into other cities. All marketing efforts are currently experiential and restricted to on-ground activations.
?
doc_385661344.pptx
The presentation describes the marketing plan for energy drink plan-BURN. It includes topics like swot analysis , porter, objective etc.
Coca colasBurn energy drink
Marketing plan
?
?
?
? ?
Energy drink introduced by Coco Cola in India in 2009 Internationally present in 76 countries A lifestyle product associated with nightlife and going out Till now it is only found in Delhi, Bangalore and Mumbai Only available in the HORECA channel which is hotels, restaurants, and cafes.
?
Energy drinks market in India is pegged at Rs 250 crores and is growing annually at 20 per cent.
It caters to a younger market, and some energy drink brands aim their products at a health-conscious crowd Many energy drink companies are directing their products at very specific groups of consumers, such as extreme sports enthusiasts, video game players, or the hip-hop crowd . A good number of the companies sponsor extreme events and publicity stunts to promote awareness of their product to the desired consumer group
?
?
?
STRENGTHS: -Distribution Channel -Strong Brand Image -Low Cost of Operation
WEAKNESS: -Low export level
OPPORTUNITIES: THREATS: -Large Domestic Market -New Entrants -Higher Income among people -Imports -High Established Brand Loyalty
?
?
Threat from New Entrants: VERY HIGH
Bargaining Power of Consumer: MOVING FROM LOW TO HIGH Bargaining Power of Suppliers: MOVING FROM HIGH TO LOW
?
?
?
Threat from Substitute: LOW
Threat from Existing Players: HIGH
Consumers –By using innovative and tailored marketing programs based on local consumer insights, ? Communities – To ensure that the Company is a respectful corporate citizen and participates as an integral part of each community. ? Customers – to provide the customers through every consumer purchase ? Coca-Cola System –To deliver value to the Company and to its bottling partners. ? Coca-Cola People – To ensure it has the most talented, creative and motivated people throughout the world.
?
?
?
?
?
Improve market presence by 20%. Increase in distribution channel Improve the shelf space Increase in communication
?
?
?
VOLUME AND PROFIT: increase in market share by from 1% to 5% in coming year, increase in profit by 4% TIME FRAME: continuous different marketing campaigns on website SECONDARY OBJECTIVES: increase in customer base by increasing market share, to develop brand identity
•Core target market segments for Burn consists of the core age group of 15 to 60.
•Energy drinks with high sugar levels are more popular with women and children, while with that of strong taste are popular with the men
•65% of the energy drinks market consists of male consumers.
Customer target
Competitor target
product strategy
Core strategy
Product features
Burn is a Swedish high sugar high caffeine content energy drink with a citrus flavour that comes in a 8.3 (250 ml) or 16.9 oz (500 ml) can. The drink is distributed in several countries by The Coca-Cola Company ? The product is priced at Rs.75 for a 250 ml can and will be available at selective premium channels across Mumbai, Delhi and Bangalore
?
?
Burn targets a slightly older male consumer, aged 20 to 24, than some of its competitors. Burn has evolved from a brand that was predominantly a "social energy brand" used at night to a brand that "could be relevant 24/7.
?
•Gatorade
•Red bull •Cloud 9
Burn, is positioned as a energy, the fuel that helps turn dreams into reality. Positioning has been premium and niche market. Sold only on the premises of very select night channel accounts in Mumbai, Delhi and Bangalore. the brand's premium is established. They have Created communities around fashion and electronic music to build a brand philosophy for Burn e.g. Burn curate, Burn mix Since the approach is so different, its almost fair to say that all marketing efforts are currently experiential and restricted to on-ground activations.
• Sales Promotion •Create new target markets.
•Large display in the departmental stores.
?
?
Promotions-Sampling
Educational institutes/sporting institutes /Malls/Gyms/Movie theatres to target the youth Regardless of whether the educational institute keeps the product or not because this is the target market for the company and as more and more teenagers try BURN this will influence them to purchase it The sporting season at these institutes is about to begin, it is important to do sampling at that time as numerous students gather together to witness these tournaments. This is a great opportunity to create demand for BURN in not only educational institutes but other channels as well.
?
?
?
?
? a. b. c. ? ? ?
Positioned as an energy drink that ignites and intensifies the experience Promotion: Sampling at high end parties, pubs, resto-bars and clubs Innovative merchandise with the Burn logo Initial phase- On-premise activation Availability - High end premium outlets and channels rather than large retail outlets (Supermarkets) Alternative distribution channels - pubs, bars and gyms Two-pronged strategy – Exclusivity & Expansion
?
Energy drink market: International -16% CAGR India - 50% ( current annual growth) The current Indian market size : Rs 500 crores approx.
Expected growth : 25 % CAGR (Rs 1000 crores in 2 years) Market Value - $6.3m (2003) to $146.1m (2008) Predicted Growth - $368.9m (2013)
?
?
? ?
?
The forecasted growth rate over this decade - India (50.2%) Other BRIC countries - Brazil (16.6%), Russia (14.5%) and China (7.2%).
?
Impact of change in Indian youth’s perception of health & fitness: a. decrease in the carbonated drinks market b. high growth of the energy drink market
?
?
Created communities around fashion and electronic music to build a brand philosophy for Burn. Brand needs to develop with its core target audience in an organic way.
Sold only on select night channel accounts in Mumbai, Delhi and Bangalore as these locations drive the highest consumption and establish the brand's premium.
?
?
?
As scale is built, expansion of channels by entering a few modern trade outlets and tapping into other cities. All marketing efforts are currently experiential and restricted to on-ground activations.
?
doc_385661344.pptx