boost

BOOSTAIR

Ashling Jönsson, Kalina Ilieva, Maarja Kulm, Olga Resetnaka, Petya Laleva

January 2011

Watch Out For:

The Energy Drinks Market

Energy drinks are the largest subsector of the health drinks sector in the UK with sales of around £500m in 2009

Red Bull, worth nearly £190m, is the brand leader31.5% of the UK adults consume energy drinksThe market is mature with one strong brand

leader and a number of smaller brands with differentiated/niche marketing, including Lucozade, Monster, Powerade

Further into the Energy Drinks Market

Energy drinks target young consumers between 13 and 35, particularly students or other individuals with active lifestyle

The majority of energy drinks consumers – 65%, are male

In 2009 the main media advertising expenditure on energy drinks was £21.733m and Red Bull only spent nearly £5m

Boost MarketingA relatively new energy drink brandDiffers from competitors with its low priceTargeted and young and active consumersUnlike competitor brands, Boost products can be

found only in smaller retailers and convenience stores

Its product range includes – Boost Energy

• In 500ml and 1l bottles and 250ml cans and stimulation shots• Normal, Sugar Free and Cola flavour

– Boost Active and Sport• Hydrating and energy stimulating• Flavours

– Smoothie

Boost SWOTStrengths– Low price– Strong brand values

Weaknesses – Saturated market with a very strong brand leader

Red Bull– Unavailability in restaurants and pubs, as well as

in major retailers

Boost SWOTOpportunities– Exploring alternative marketing channels to

create awareness and positive brand attitudes– Targeting a segment that has not yet been

targeted by rivals– Higher availability of the product

Threads– Legislation – Health concerns about energy drinks– New product or new target segment being

copied by rivals

It’s A No Brainer

Providing great tasting energy drinksProviding value for customers and for retailersAn energy drink that provides great performanceHaving various products to suit the different

needs of consumersA fun and friendly brand

Where are we Now?

Fourth largest functional energy brand in the UK (AC Nielsen Total Impulse - Scantrack w.e. 13.06.09)

Profit of £960,000 for 2009Boost Drinks official Facebook page: 2566 fansSeveral unofficial videos on YouTubeNo mentions on blogs

Objectives

New consumer sectorKeeping with the boost brand valuesProduct stretchingCreating new packagingCreating a campaign to communicate the new

productCreating brand loyalty

Meet Avril

18 years of ageLikes to hang “out” with friendsPhysically activeImage is important for herReceptive to new ideasLow spending powerJust got her first job

The Product

“Product stretching of the energy range”BOOST AIR250ml canNo sugar added BoostStrawberry tastePink packaging and contents

Targeted at females

Target Media magazines

Surf Girl MagazineLouise Searle – Editorlouise@orcasurf.co.uk

Dig BMX MagazineWill Smyth – Editorwill@digbmx.com

Sidewalk MagazineBen Powell – Editorben@sidewalkmag.comRyan Gray – Online Editorryan@sidewalkmag.com

Target Media blogs

www.extremesportsblog.comDrake Vengancedrakevengance@gmail.com

www.highballblog.comConstantin Gaborinfo@gabtrend.ro

MayContainNuts.com

The Big Idea

Create an online buzz about our new product by involving active girls in an interactive video

The Campaign

Phase one:– Uploading videos of extreme sports– Videos being liked on Facebook and retweeted on

Twitter– The most liked videos are being selected for the

viral video

The Event

Skaterham indoor skate park

Phase Two: Going Viral

http://www.youtube.com/watch?v=4ba1BqJ4S2M

What Happens If You Have a Boost?

What Happens If You Have a Boost?

Campaign EvaluationTight budgetOnline campaign

→ ONLINE FREE EVALUATION

Results to be compared to existing statistics before the start of the campaign in order to:

measure audience’s awareness and responseunderstand which medium/platform was the most

successful compare results with previously used marketing

tools and vehicles

Things To Look At

Are We There Yet?

Have we clearly identified the target segment? Have we reached it? Have we become more interesting as a brand and

product? Have we encouraged the target audience to

become proactive? Have we increased sales? If yes, have they stayed

this way?

References http://www.youtube.com/watch?v=4ba1BqJ4S2M [last accessed on 17

Jan 2011] http://www.extremesportsblog.com/ [last accessed on 17 Jan 2011] http://www.highballblog.com/ [last accessed on 17 Jan 2011] http://digbmx.mpora.com/ [last accessed on 17 Jan 2011] http://www.surfgirlmag.com/ [last accessed on 17 Jan 2011] http://sidewalk.mpora.com/ [last accessed on 17 Jan 2011] http://www.maycontainnuts.com/ [last accessed on 17 Jan 2011] http://www.skaterham.com/ [last accessed on 17 Jan 2011] Key Note Market Review (2009) Drinks Market. 19th edition, Key Note Key Note Market Report (2010) Fruit Juices & Health Drinks. 13th edition,

Key Note http://www.boostdrinks.com [last accessed on 17 Jan 2011]

Thank you!!!Questions? Comments? Ideas?