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VIGOR
ENERGY DRINK
the power to do more.
Energy drinks only hold 0.13% of the market share within the nonalcoholic beverage market.
New Entrants
Market Size : Rs. 1.6 billion Growth (2009-10) : 49%
Positioning Map*
Psychological High
Gatorade/ RedBull Appy Fizz Minute Maid
CSDs
Maaza/Slice/ Frooti
Synthetic
Tang Real & Tropicana
Natural
Glucose Based
Milk Based
Functional High
*A qualitative representation
Product
Vigor is a functional drink that gives you The
Power To Do More.
INGREDIENTS
Caffeine Taurine Glucuronolactone Vitamins Added Natural Flavours Sweeteners
Quick Energy Boost Increased Diligence (focus) Decreases Fatigue Heightened Senses
Light
Strong
Positioning
Market Segment
For the Following Market Segment: Tier I | Sec A | Age : 30 yrs above (Adults)
Points of Differences
Lower Sugar Content Offered in 2 variants LIGHT : Low Caffeine STRONG: High Caffeine
Positioning
Target Market
Profile
Tier I | Sec A | Age: 30yrs above (Adults)
Insights
Meetings & pressure at work keeps them busy and occupied Have an uncertain schedule with things propping up at the last moment Day long work timings and performance pressures Performance linked Payment
Customer Speak
Irrespective of nutrient and health needs Target Group is driven by Taste Accept following an unhealthy routine Do not prefer to take health supplements
Key Consumer Truths: Busy Lifestyle Time Deprived Acceptance of packaged food on the rise Rising Household Income
Consumption Footprint
High frequency
Individual
Social
Positioned as a Social Drink as well
VIGOR
Low frequency
*A qualitative representation
Pricing
Light
Packaging 250ml (Can) 330ml (Bottle) Price 70 90 a Packaging 250ml (Can) 330ml (Bottle)
Strong
Price 80 100
Packaging
Use of maroon/blue/green colour with aluminum finish to convey sense of energy, health and high performance. Benefits: 100% recyclable Lightweight & Shatterproof Convenient to carry
250ml
330ml
Place
Core Distribution Strategy : Establish and intensive distribution channel a Place or Channel for Distribution MODERN TRADE GENERAL TRADE
Distribution Channel
Processing
INDIRECT CHANNELS
DIRECT CHANNELS
GENERAL TRADE
RESTAURANTS, PUBS,BARS
Promotions
Outdoor Promotions or Sampling Point of Purchase Radio Social Media Billboard TV Commercials .a Print Advertisements
Objectives
Points of Parity Points of Differences Build Brand Essence
Point of Purchase
Primary tool - branded glass refrigerated sales units Prominent display of logo Prominent location in retail store
.a
Radio
Broadcast time: Between 6PM 9PM Peak office travel time Travelling back home from office - lot more relaxed
Social Media
Advertise on professional sites like linkedin.com, Shine.com Google ads and twitter awareness Facebook campaigns involving customer engagement, experience and feedback,
Billboard
To attract maximum attention from target group Areas having high concentration of corporate houses e.g. DLF Gurgaon, Green Park New Delhi, BKC Mumbai Areas having high number of restaurants, pubs and bars
TV Commercials
Advertising Pitch Mature drink for mature people [Positioned against Red Bull not meant for kids] Airing in Business, News & Lifestyle Channels .a
Print Advertisement
Full Front Page ads at +2 months from launch Print Ads in Lifestyle & business magazines like Forbes, Readers Digest
Campaign Flow
New concept of energy drink for adults People need to be educated on the need of the product Increase visibility and trials Short span but frequent advertising required initially
Objective
Customers must associate energy with VIGOR
Launch
Day 0 Point of Purchase Outdoor Promotion Public Relations
Accelerate
Up to 2 months Point of Purchase Outdoor Promotions Radio Billboards
.a
Engage
Up to 12 months Success Stories Social Media Customer Surveys Print/TVC Consumer Promotions
Invigorate
After 12 months Point of Purchase Public Relations Social Media Print/TVC Consumer Promotions
Costing
Formulation Cost Caffeine Taurine Glucoronolactone Sugar Pantothenic Acid Vitamin B6 Powder Vitamin B12 Powder Cost (Rs. per kg.) 750 3 100 28 500 900 Quantity in 250ml 80 mg 1g 600 mg 11 grams 3.6 mg 2.1 mg 4.5 mu.g Total Costing Formulation Packaging Cost per Bottle (Rs.) 0.06 0.003 0.06
Formulation Cost
0.308
0.0018 0.00189 1.58E-05 0.434
3500
Processing
Transportation Channel Margin Total
2
2.5 20% over Selling Price 26 (Rs. 30 approx)
Future Extensions
Opportunity to extend the brand into unrelated product categories Flavours Inner Core Vigor Sugar-free Vigor Shots
THANK YOU