Transcript
RAISE ENERGY DRINK
MANDY THELE - Account Manager
RYAN DUNN - Media Planner
RENEE HILL - Media Buyer
BRITTNEY MADDALENA - Digital Manager
CHRIS CHEW - Creative Manager
Raise Energy Drink
PepsiCo's Newest Energy Drink
Product Launch Period: March-September 2014 Pilot Market: Lansing
Target Market: “active” males and females ages 18-25
Situation Analysis
Clutter
Frequency
Goals
Increase Awareness/Market Share
Increase Sales
Survey
Questions Regarding Media Consumption
64 Respondents Within Target Market
Survey
Survey
Survey
Survey
Secondary Research
Trusted Source Males & Females 18-25 Spend 15+ Hours/Week
Billboards & Posters
2 Billboards (Highway) $2,300/Month
2 Billboards (Intersections) $2,300/Month
2 Posters (Intersections) $1,500/Each/Month
Total = $85,400 for 7 Months
Radio
Tier 1 (Hit Music) Evening: $35/60 Sec. Weekend: $35/60 Sec.
Tier 3 (Sports) Evening: $5/60 Sec. Weekend: $15/60 Sec.
Total = $26,475 for 7 Months
TV
Tier 1 (ESPN) Primetime: $750/30 Sec.
Tier 2 (MTV, FSD) Primetime: $750/30 Sec.
Total = $51,600 for 7 Months
Promotions & Sponsorships
Street Teams
Sampling
Michigan State Athletic Events
Cause Marketing: (Marathons, 5k’s, Etc.)
Total = $48,000 for 7 Months
Digital Media
Google AdWords (SEM): $5,000/Month
Google Keywords: Raise Energy, Energy, Energy Drink, Raise Drink, Workout, Sports, Sports Drink, PepsiCo, 5 Hour Energy, Worx, Red Bull, AMP, Vitamin Water, Gatorade, Full Throttle, Monster
Total = $35,000 for 7 Months
Facebook & Twitter
Free Word-Of-Mouth
Spread Awareness
700 Billion Minutes Spent on Facebook Per Month
Twitter: Customer Engagement: 500 Million Users
Schedule: Pulsing
Creative Message
Objective: Get People To Try Raise Repeat Purchases
Target Audience: Active/Healthy Male/Female 18-25
Tone: Uplifting Motivational
Summary
7 Month Launch Period Conclusion: Establish the Brand Increase Market Share Continue to Boost Sales
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