Riase presentation

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