boost
DESCRIPTION
PR proposal for launching a new product in the Boost rangeTRANSCRIPT
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 – [email protected]
Dig BMX MagazineWill Smyth – [email protected]
Sidewalk MagazineBen Powell – [email protected] Gray – Online [email protected]
Target Media blogs
www.extremesportsblog.comDrake [email protected]
www.highballblog.comConstantin [email protected]
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?