Promotion:

Promotion is an attempt to draw attention to a product or business in order to gain new customers

or to retain existing ones. Different methods of promotion are being used by Sting. Company

often refers to promotion above the line and below the line.

One of the important objective of Sting is to capture market share in short term. To achieve this

objective Sting has been using its promotional campaign in a very decent and effective manner.

The combination of both ATL and BTL advertising techniques are used in order;

to increase awareness of the product

to reach a target audience that may be geographically dispersed

to remind the consumer about the product

to show a product is better than its competitor

to develop or improve the image of each of the different media being used

ATL:

ATL is a type of advertising through media such as television, cinema, radio, print, web banners

and web search engines to promote brands. This type of communication is conventional in nature

and is considered impersonal to customers. It is much more effective when the target group is

very large and difficult to define.

Sting has selected this medium in order to carry out through self-supporting media that enable it

to reach a wide audience easily. The ATL promotion has helped the company to establish brand

identity. Everything done prior to a customer's actual entry into a retail outlet is ATL.

PepsiCo has entered the energy drinks market by launching Sting in Pakistan in early 2010. The

media break is pretty much visible with good frequency on selected TV channels. The quick

feedback is that the selected channels are hitting the right audience. The advertisements were

running on the geo news, aag, duniya news, geo super and ten sports etc with high frequency.

After the two months of TVC are being on aired, company reduces the frequency of its ATL

activities and started focusing on the BTL activities. Other then the advertisements on television,

disruptive radio executions are also on most radio channels. These channels include fm 89, 100

and 103 etc. They are also advertising on some newspapers that includes jang group, Dawn news

and Daily times majorly.

The message that Sting tries to deliver to its audience using ATL promotions is the “Extreme

energy and ultimate taste”.

BTL:

Below the line promotion refers to forms of non-media communication or advertising, and has

become increasingly important in the communications mix of many companies, not only those

involved in fast moving consumer goods, but also for industrial goods.

BTL is efficient and cost-effective for Sting to target a limited and specific group. The Sting has

strategically focused to come in direct contact with its target market. BTL techniques ensure

recall of the brand while at the same time highlights the features of the product.

Another BTL technique involves sales personnel deployed at retail stores near targeted products.

This technique may be used to generate trials of newly launched products. BTL promotions are

targeted at individuals according to their needs or preferences. BTL can actually lead to a sale.

BTL promotions are highly measurable; it gives Sting valuable insights into their return-on-

investment.

Methods of Below the Line sales promotion used by Sting include:

Price promotions

Gift with purchase

Competitions and prizes

Frequent user / loyalty incentives

Point-of-sale displays

Samples and free trials

The other reason of Sting following the suit of BTL promotion is because of rising prices of

media based promotion, advertising clutter and increased impulse purchasing.

Sting had planned to do BTL activities in the main cities of a country that includes Lahore,

Karachi and Islamabad. This BTL campaign had run between the months of September till

November. Young students from LUMS, LSE and BNU were hired and trained in order to run

the promotional activity efficiently and effectively.

The main source of attraction of activity was the customized design of Hummer with a big can of

Sting at the top. Along with the Hummer the customized design choppers were also used in order

to attract the public. The team wears the special suit that was of red and black color while they

were on the activity.

Bohemia’s concert sponsorship:

The concert of well known Indian rapper Bohemia was sponsored in Lahore by Sting.

F.C College Drama Festival:

The promotional team of Sting was present at the event with their stings, Hummer and choppers.

The ticket of the drama was of worth 50 rupees. With each ticket a free can of Sting was being

distributed. The gathering over there was of approximately 700 people. The feedback taken from

the people present at that time was highly positive. They not only like the taste but also its

packaging and the theme of the campaign.

(Principal of F.C College Peter H. Armacost along with the head of Sting campaign team)

KFC Hot Wings Deal:

Sting distributed 70,000 cans in all branches of KFC Lahore. KFC introduced the deal with the

name of Hot Wings. A can of sting was to be given free along with the every deal.

Samples and Free Trials:

During this promotional campaign between the months of September till November Sting

distributed approximately 3500 to 4000 cans daily. The reason behind it was that to give people a

trial so that without paying money out from their pocket they get to know of the taste. This

sampling has helped the company and boosts its sales. During this campaign the sales of sting

increased by 300 to 400 percent.

Target Market:

The target market of PepsiCo Sting energy drink basically comprises of all the people who needs

energy in their life while working. These people could be students, office workers, sportspersons

and athletes etc.

Competitors:

The direct competitor of PepsiCo Sting includes:

Red Bull

Power Horse

Booster

Ozo

Speed

Powerful

The indirect competitor of PepsiCo includes:

Carbonated Drinks

Juices

Insight of Sting:

The insights of sting energy drink are the style, power and energy. Along with these they also

portray toughness through their ads and campaigns. We can see that they are using hummer and

choppers in their campaign.