Google Center of Content : Advertising Campaign For Recharge Energy Drink

Thursday, November 7, 2013

Advertising Campaign For Recharge Energy Drink


energy drinks advertising poster


Executive Summary

Energy drinks are becoming the beverage of choice for many young people, and as their popularity rises, so do the sales numbers. Although soft drinks still sell the most of all cold drinks, energy drinks continue to chip away, claiming a larger percentage of the lucrative market each year.

Recharge Energy drink is a locally owned and running Beverage Company that will be located as a global Energy drink through the innovative attitude to the Recharge’s image, reputation and aspect of presentation. Recharge will deliver a mixture of outstanding beverage at value pricing, Recharge Energy drink is the response to collective demand for Energy drink beverages, to be consumed although all walks of life.

Background 

Recharge is Malaysian base beverage company proficient and maintained since 2005, Recharge production plant is in Petaling Jaya. Recharge is also dedicated in ensuring that all its products are prepared in accordance to Malaysia’s Halal requirements. From the fresh food ingredients and materials used to the cooking process as well as preparation process and storage services - all are totally certified Malaysian halal standard so that consumers can enjoy Recharge products with 100% peace of mind. The Recharge is guarantee in providing good quality and wide range of beverage products.

Vision and Mission


To provide an exceptional experience that satisfies every customer. To ensure every beverage is served using only the freshest ingredients and of the highest quality as well as value. To establish beneficial business relationships with diverse suppliers who share our commitment to customer service, quality and competitive pricing.

Goals and Objectives

· To improve their position in the home-grown market and strengthen their brand.

· To ensure customer satisfaction with service and build a repeat-customer base.

· Improve the image of Recharge Energy drink amongst Malaysians.

· To make the public aware of the high standards beverage serving by Recharge Energy drink.

· To make the public aware of what’s Recharge Energy drink has to offering.

Situation Analysis

The energy drink is still part of a new and developing industry, the energy drink target market is different than in some of the other beverage industries. Energy drinks have become a very popular, “hip” part of society, but the market at which they are aimed is not as wide and expansive, or diverse, as some might think. Early in energy drink history, when they were first being sold in the United States, athletes were the primary consumers. This shows that even initially energy drinks were directed at a select crowd, a group of people with specific interests. Although the consumer base for energy drinks has now expanded beyond that of simply athletes, the target market is still more particular than in other industries.

SWOT Analysis

Strengths
● Recharge is formulated as a functional drink with 1000mg of vitamin C and sports isotonic ingredients. It is ideal for boosting body immune system and rehydration.

● well defined target market

● No Caffeine energy drink

● High consumer loyalty.


Weaknesses

● limited marketplace reach

● Lack of awareness

● no use of mainstream media

● Lack of innovation- there are a lot of competitors in the market and they have their own USP which leaves Recharge behind.

● Reliant on small product base, the company only markets one branded product, Recharge Energy Drink

● lack of brand identity

Opportunities

Developing market in Malaysia with an extensive percentage of the target market still not aware that Recharge Energy drinks exists.

● Extension of product line- this will help to retain market share.

● Hardcore Advertising and Promotions.

● New ventures like partnership or sponsorship of sports events.

Threats

● The key opponents, like Rock Star, Monster, Red Bull, Full Throttle, Spike, Amp and Life Force

● Health problems concerning the beverage industries.

● A decline in the economy falling customer's disposable their earnings spending.

● Consumer awareness of health and well being- people may start to drink other alternatives.

● Organic energy drinks might steal Recharges market share.

Competitive Analysis
 

Share of Energy Drink Market Red Bull 42.6 Monster 14.4 Rockstar 11.4 Full Throttle 6.9 Sobe No Fear 5.4 Amp 3.6 Sobe Adrenaline Rush 2.9 Tab Energy 2.3 Monster XXL 0.9 Private Label 0.9 Rip It 0.8 Sobe Lean 0.7 BooKoo 0.5 Sobe Superman 0.4 Von Dutch 0.4

Real Competition Recharge’s 

The real competitors are the market leaders of cola companies such as : Pepsi & Coca Cola, who have created their brand leadership since several years in the Malaysian market. 

 

Target Market Analysis 

Target Market Analysis Core target market segments for Recharge consists of the core age group of 15 to 35.  Energy drinks with high sugar levels are more popular among children and women, while energy drinks with strong taste and flavor are more preferred by male consumers. Recent studies also indicated that 65% of the energy drinks market consists of male consumers.

Customer Analysis  
Young people are especially open to determined exhaustion and insufficient energy. More specifically male teenagers & people in their 20s, are also most likely to believe in the authenticity of the energy drinks’. As a result, the majority of energy drinks are developed for and advertised to this younger generation. Appeal to very specialized groups, such as gamers, extreme sports enthusiasts, and the hip-hop crowd.

Market Segmentation Strategy

Recharge avoided usual methods of marketing, relying more on what is called 'buzz marketing' or word-of-mouth. Recharge advertised directly to Generation Y, the so-called 'millennial': people born after 1981. ‘Student brand managers' who would be used to promote recharge on university campuses.

Brand Analysis

There several energy drinks in Malaysia that sells at similar prices. Although this presents an obvious challenge in terms of market share, it also indicates the presence of a large, strong potential. The newest competitors have made their successful entry based on an innovative concept or novelty. Recharge Energy drink will offer an innovative product in a familiar style at a competitive price.

Brand Values and Characteristics

Tagline: “The Healthier Choice”

Price: The price of each products of Recharge Energy drink varies from RM2.50 to RM3.00.

Quality: The quality is considered as average.


Brand Development Strategy

Great Strategy Begins with Great Research. Once the brand’s core values have been identified, the road towards effective brand proposition development begins. Development of the brand statement- commencing a Brand development strategy.

Brand Positioning Strategy

● Brand Positioning Strategy Clear, Engaging, Unique and Relevant to the target audience.

● Able to incorporate an element of positive emotional attachment that is better than just good”. Echoed within business, internally and externally.

● Consistent across multiple marketing & advertising mediums (print, online presence, etc).

● Continually toughened within the organization so that employees consistently deliver what is promised. Able to adapt to a changing marketplace 




Competitor's Profile




Competitor Analysis


Red Bull


Monster


Recharge

Length of Time in Business
1987 - Present
25 years
2002 - Present
11 years
2005 - Present
7 years


Market Share
According to the Annual Report of Red Bull (2011) based on industry statistics and business turnover, market share is 7.35%
According to the Annual Report of Monster (2009) based on industry statistics and business turnover, market share is 3.85%



No data available
Sales Tactics
     Distribution channel
Distribution channel
Distribution channel
Brand Recognition
Very distinctive products and very high brand recognition among in consumers.
Original design and very distinctive Brand Recognition among in consumers.

Lack of brand recognition
What do their customers think of them
Generally reliable and very good quality product.
Generally reliable and very good quality product.
Lack of awareness about Recharge exist in market


Pricing Policy
According to the Annual Report of Red Bull (2011) Usual mark-up is 75% but currently offering 15% discount.
According to the Annual Report of Monster (2010) Usual mark-up is 100%. Retail stores and customers purchasing in bulk receive 10% discount.




No data available
Advertising
Flyers, brochures, banners, newspaper, magazines & TVC
Flyers, brochures, banners, newspaper, magazines & TVC
Flyers, brochures and banners
Positioning
Commercial Slogans and Taglines
Commercial Slogans and Taglines
Slogans and Taglines


Analysis Sales Promotion Advertising Strategies

Advertising and Promotion is one of the key elements of the marketing mix, and deals with any one or two-way communication that takes place with the consumer.

Recharge is not advertised at all, but Competitors like Red Bull and Mosnter they are advertised through all means of media. However, Recharge not advertised through other Medias such as print and outdoor advertising.


Based on the graph above, its shows point of view of public; that most of interviewee’s responded that they never heard about Recharge Energy drink, Which totaled up to a sum of 85%. At 15% with the lowest being who heard about Recharge Energy drink.


Advertising Campaign Objectives


· Expand the Strategy. The objective is the basis for determining "how" the ad will accomplish what you want it to do.

· Create the advertisement or Commercial. The specific objective and strategy decide what you say and show in the ads.

· Target the Right Audience. Objective determines who your advertising needs to reach.

· Select Effective Media. Clear objectives and the strategies based on them show you in picking the most effective and cost-efficient media.
Media Tactics Table


Creative Brief

We specific focus on the brand image, the slogans, creative mix tools, creative strategy and creative ideas for Recharge.

Message: Experience a sense of universal appeal, Proudly a Malaysia discovery.

Premises: There are several ways to consume healthy energy.

Tone of Voice: healthy, conveying, energetic, reliable, lively and authentic

Traditional Media

· Print Ads (Brochures, Flyers, Newspaper and Magazine etc)

· Television and Radio Ads

· Billboard Ads

New Media

· Official Website to be upgraded

· Focus on social network such as Facebook, Twitter, YouTube and

Tumblr

Contemporary Creative Means

· Charity events

· Collaboration with sports event

Radio Advertisement and Jingles

Marketing represents an important aspect of a successful business. Radio advertising serves as an important marketing tool because radio reaches a broad audience. Additionally, Strategic Media, a resource for media-related information, names radio advertising as an effective marketing tool.

Promotional Web Advertisement

The Internet is a tool enabling businesses to reach literally millions of new customers each month. The Internet is redefining the relationship between businesses and consumers, for the first time in history a small to medium sized business now can reach all over the globe to share information about its products and services.

Newspaper Advertisement

Newspaper advertising of the different media of advertising available Newspaper advertising is one of the oldest and most popular media of advertising. Printed word commands attention and respect and is, therefore, a very popular media of Advertising. A well-drafted press copy has an unmatched appeal and enables the advertiser to communicate with a large number of people. Newspaper advertising is the main form of press advertising.

Charity events

Charity events must be held to endorse the idea that Recharge really does care for Malaysian community. Recharge joins hand with NGO like Force of Nature Aid Foundation, Hospis Malaysia and World Vision etc.

Conclusion

The campaign has been planned to acquire extreme outcomes and boost the Recharge public image and reputation. Through the promotion of the succeeding features of the Recharge and repudiation of the disapproval that rises, the Malaysian public will be able to cheerfully embrace Recharge and appreciate its potential. The progression of the campaign confirms maximum distribution to all the significant Communities, efficiently and effectively. The approaches and schemes are planned to verify the smooth process of accomplishing the aims and objectives that were identified. With this mission and vision in hand Recharge can satisfactorily pursue its drive to becoming well observed with an excellent reputation.

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