Beruflich Dokumente
Kultur Dokumente
Media Plan
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Amanda Gilpin
Alexandra Morris
Jenny Morris
Laura Pope
Molly Singraber
Table of Contents
Executive Summary...................................................................................... 1
Situation Analysis ....................................................................................2-14
Amp Background Information ................................................................2-3
Current Look & Feel of Advertising .......................................................4-6
Industry Information: Category Trends....................................................... 7
Competitor Information............................................................................8-9
External Information Trends Influencing the Industry .......................... 10
Current Users............................................................................................. 11
Geographical Emphasis............................................................................. 12
Seasonality and Timing ............................................................................. 13
Consumers and Consumer Decision Making Process............................... 14
SWOT Analysis........................................................................................... 15
Primary Research ..................................................................................16-19
Target Audience.....................................................................................20-22
Media Plan..............................................................................................23-28
Objectives & Budget ................................................................................ 23
Scheduling ................................................................................................. 24
Media Mix: Traditional ............................................................................. 25
Media Mix: Non-traditional ...................................................................... 26
Rationale.................................................................................................... 27
Metrics....................................................................................................... 28!
Creative Strategy ...................................................................................31-33
Reference Page .......................................................................................34-35
Appendices..............................................................................................36-51
Appendix A: Competitors ........................................................................ 36
Appendix B: CDI/BDI Chart................................................................37-44
Appendix C: Survey Data ...................................................................45-48
Appendix D: Geographic List of Student Group Sponsorships ............... 49
Appendix E: Media Flow Chart/GRPs.................................................50-51
Executive Summary
In our breakdown of PepsiCos Amp Energy drink, weve concluded that the company could
use a marketing strategy with an edge. The energy drink industry implements similar strategiestargeting millennial men with corporate sponsorships. Energy drink companies have traditionally
been supporters of active sport users. Amps advertising strategies have successfully proven
themselves to be generic. The strong budget for the 2013 year gives room for flexibility and an
increase in market share. PepsiCo stands strong and holds the brand at a higher level than Monster.
While all the data says men drink energy drinks, we found in our primary research that
women are not uninterested users. In fact, women are looking for a product geared towards them,
especially when they are focusing on their studies. Amp is looking to expand its usage outside of
their traditional audience and this plan targets Asian American Females 18-24. Our research gives
reason to target not only a different racial makeup but also a different gender within that audience.
We propose a media plan that leverages word-of-mouth advertising in sponsorships of college
student organizations and social media platforms. The emphasis Asian Americans place on family,
education, and community also plays into our media plan with our in-language television spots,
yellow-page ads, and plan to give away college scholarships. These various forms of media will
accomplish our marketing and advertising objectives to increase awareness and sales.
The opportunity to recruit a new consumer base will set Amp apart from its competitors
since current energy drink consumers are brand switchers who struggle to foster brand loyalty. In
our creative ads we will relay a message that Amp energy drink is linked with the trusted PepsiCo.
brand; a tradition and a past-time. Amp is ready to gain brand loyal Asian consumers who will
spread the word to their peers about the Dew like energy drink.
3
Therefore Amp is giving the lowest price compared to its competitors, which can be a beneficial
tool for campaigning.
Place
Amp is sold in over 200 countries but its main focus is in the United States. It is distributed
in retail stores like gas stations, grocery stores, and vending machines. Purchases can be made also
by typing in their personal zip code into ampenergy.com in order to find the closest location to
purchase the product. Canada and North America are the most popular regions when it comes to
Amp sales.
Promotion
The company spends about $8.6 million in advertising. These dollars are strategically placed
within sponsoring sporting events and athletes as opposed to traditional methods like billboards,
commercials, and print. In the past is has been a successful campaign strategy; however, it is now
time to reach different markets and in order to reach potential new users more modern and
interactive forms of advertising should be used.
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PRINT
Slogan: How do you Amp yourself?
Description: Current ads promote each flavor of the beverage as an action. The example given
shows Hannah Teter performing a snowboard trick with the headline: Hannah Teter is Relaunch.
Relaunch represents one flavor of Amp energy.
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FACEBOOK
Slogan: Rethink energy
Description: The current Facebook banner advertisements for Amp energy drink prompt the
consumer to like the page and then rethink how they view their energy. They also use the site as
an interactive medium by holding contests with their members. The most current advertisement
through a contest asks the consumer to take a picture of themselves with an Amp energy beverage
while sporting a beard or mustache. This is pushing the consumer to action.
SPONSORSHIPS
Description: The current goal of Amp energy drinks sponsorships is to relate the brand to positive
faces in the sporting world. As mentioned earlier, UFC, snowboarding, and NASCAR are a few of
the target markets that PepsiCo chose to promote the Amp energy drink brand.
THEME: The advertising executions by Amp energy drink all create an overarching theme of
pushing advertisements. They see the consumer as an outlet for the energy drink. They want the
consumer to feel motivated to reach for the shelves whether they are relating to the advertisements
or not. The Amp energy drink campaigns are interested in promoting action instead of interaction.
Competitor Information
The energy drink category is considered a very competitive market. Although, there is one
brand that stands out among the rest, the remaining energy drink brands have a lot of potential in the
market and have a decent share size of that market. There are three direct competitors that Amp
competes with, and they are Red Bull, Monster, and Rockstar. These are the top three brands
because they have the three highest markets share percentages and have sales above Amp. There are
a few indirect competitors with energy drinks, and they are products that can fulfill the same energy
kick that energy drinks provide. These indirect competitors are 5-hour energy, sports drinks, and
coffee. 5-hour energy is the product that most closely resembles energy drinks; therefore, we will
conduct research on this product as well. (See Appendix A)
Red Bull: is a functional beverage with a unique combination of high quality ingredients to
vitalize the body and mind. (RedbullUSA) Perceived as the drink that gives you wings. It can be
purchased in convenient stores, mixed with alcohol at bars, and is sold in 20 packs online. With a
large budget, Red Bulls advertisements and promotions include television commercials, event and
team sponsorships, street ads, and billboards. Red Bull has a strong share of voice in television,
allowing them to spend most of their advertising dollars on this outlet.
Monster: is a can of the meanest energy drink, which delivers twice the buzz of a regular energy
drink. (Monsterenergy.com). Monster is a big supporter of extreme sports and concerts, and
promotes their product through sponsorship of these events. They have increased their budget in the
past year to try and attack Red Bull through more advertisements and promotions. While Monster
advertises mostly through business to business advertising, their small share of voice in this
category suggest they allocate more of their media budget through other outlets to try and surpass
Red Bull.
Rockstar: is the worlds most powerful energy drink blended with herbs to provide an energy
boost to those who lead active lives such as athletes and rock stars. Rockstar promotes its product
through sponsorships of active events such as BMX racing, bull riding, surfing, etc. They allocate
most of their media dollars to newspaper and Internet to promote their product to their young target
market.
5-hour energy: is made for hard working people to help provide a quick and easy shot of energy
to last up to 5 hours. Their product is aimed towards working adults and they promote to this target
through television advertisements and billboards. 5-hour energy also puts their product on display at
check out lines and cash registers to emphasize point of purchase decisions.
Brand
RedBull
Budget
$52 million for 2013
Monster
Rockstar
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Current Users
Gender:
Men: 62.5%
Women: 37.5 %
Age:
18-24: 26.7 %
25-34: 29.1%
35-44: 22.1%
45-54: 13.4%
55-64: 5.5%
65+: 3.2%
Race:
White: 65 %
Black: 15.8%
Asian: 3.2%
Other: 16.3 %
Relationship Status:
Single: 43.4%
Married: 42.2%
Divorced: 14.4 %
Education:
Grad School Plus: 19.2%
Some College: 31.3%
Graduated High School: 31.5%
Twelfth Grade or Less: 18%
Employment:
Employed: 76.2%
Non Employed: 23.8%
Occupation:
Sales and Office Occupations
Construction and Maintenance
Income:
Amp users have a wide range of
household incomes
Living:
Own Home: 54.5%
Rent Home: 44.7%
Live Free of Rent: 0.8%
Families:
Parents: 38.9%
Have no children in Household: 48.2%
Have children in Household: 51.8%
Internet Usage:
Heavy Internet users: 20.8%
Any Access To Internet: 85.6 %
Internet Access at Home: 66.6%
Magazine Usage:
Heavy Users: 27 %
Main magazine publications they use
are Automotive, General Editorials,
Home Service, Sports, and Womens
magazines.
Radio Usage:
Heavy Radio Users: 25.4%
Main radio formats they listen to are
Country, Soft Adult Contemporary,
CHR, and Urban.
Television Usage:
Light Users: 21.8%
Many of the current users fall into the
lighter usage of television. Of the
users that do watch television, Sport
channels were overwhelmingly
popular.
Newspaper Usage:
Read any daily newspaper: 37.2%
Read any one daily newspaper: 29.5%
Psychographics:
Experiencers
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Geographical Emphasis
Current Amp Energy Geographic Focus
Coast and Central Regions
Urban and liberal cities
States with a range in climate and terrain
So what?
Amp energy brings in the most sales in these areas
Street teams liven up these areas to promote the brand in its most populated areas
Where does this leave Amp Energy geographically, today?
Most potential for Asian American audience lies in:
HH (000)
3,515,299
442,274
5,759,523
7,554,817
2,529,617
CDI Index
109
96
121
112
101
13
14
more favorable.
15
SWOT Analysis
Strengths:
-Variety of flavors
-PepsiCo. renowned soft drink
brand.
-Likability of Mountain Dew
flavor and after taste
-Creative name of product and
its association with music
Weaknesses:
-Latecomer to the market
-Low brand awareness
-Target too segmented for
future growth, narrowly
skewed towards alternative,
extremist men
-Current branding strategies
too similar to competitors
Opportunities:
-Consumer spending happens
consistently year round.
-Non-traditional media,
internet & gaming
-Strong SOV
-New product exposure
directed away from typical
male audiences.
Threats:
-Health focused consumers.
-Rise of new and different
energy brands.
-In-store availability
-Current consumers as brand
switchers
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Primary Research
Research Objectives
To determine what qualities users look for in energy products: taste, appearance, energy
boost, etc.
To gauge where Amp stands in relation to other brands in the energy drink market in the
minds of all consumers.
To uncover specific consumer behavior and the decision making process when it comes
to buying energy drinks.
To expose the common forms of media usage in men/women ages 18-24.
Method
For our primary research we compiled two surveys on Surveymonkey.com and distributed them
both to over 300 people for completion, but only 110 submitted answers. You can see in
Appendix A the variety of styles of questions asked in our survey including likert, rank-order,
semantic differential, and open-ended. We chose to conduct surveys because they provide
objective data that can reach a mass of people. Interviews and focus groups would have been
more difficult because focus groups can be influenced by one participant and therefore affect the
answers of the others participating. The survey was easy to put together and allowed us to reach
a larger randomized sample.
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Survey Results
Key Finding
Almost everyone who completed the survey has consumed an energy drink at least once.
Analysis
These results suggest the majority of those surveyed are more likely to consume energy drinks in
the future.
Have%you%consumed%energy%drinks%
before?%
10#
No#
Response#
90#
Yes#
0#
20#
40#
60#
80#
100#
Key Finding
The highest percentage of those surveyed consume energy drinks when mixed with alcohol, then
to get that extra boost in the evening, and lastly to stay alert while studying.
Analysis
These results signify that consumers would be persuaded to consume energy while studying or
out on the social scene. It also signifies opportunity to promote Amp for boosts in the morning
and staying alert at work.
Why%do%you%consume%energy%drinks?%
To#stay#alert#on#the#job#
To#stay#alert#while#studying#
To#pull#an#all#nighter#
Reasons#for#consump9on#
Mixed#with#alcohol#
Recharge#aGer#exercising#
Boost#in#the#evening#
Boost#in#the#aGernoon#
0# 10# 20# 30# 40# 50# 60#
Boost#in#the#morning#
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Key Finding
The top three mediums ranked the highest among those surveyed were Smartphones, social
media, and television. The least used medium was Internet blogs.
Analysis
These results suggest that Amp should not focus on advertising through blogs, news sites, and
magazines. The most efficient ways to reach our target audience will be through Smartphones,
social media, and television.
Rank%your%media%usage%
Internet#blogs#
Internet#browsing#
Internet#News#sites#
Radio#
Media#Outlets#
Social#Media#
Magazines#
Print#newspaper#
Key Finding
The majority of those who completed this survey were females (82.4%)
Analysis
This information shows that what we gathered through our survey will help us target females
more successfully.
What%is%your%gender%
Gender#
Female#
Male#
0#
10#
20#
30#
40#
50#
60#
70#
80#
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Key Finding
Majority of those surveyed were not aware that Amp is owned by Pepsi Co.
Analysis
This information signifies lack of greater Brand Awareness and an opportunity to use the large
PepsiCo. name to help promote Amp to a larger market.
Did%you%know%Pepsi%Co.%owns%Amp?%
Response#
No#
Yes#
0#
10#
20#
30#
40#
50#
60#
70#
80#
90#
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Geographic Segmentation: Los Angeles, New York, San Francisco, Honolulu, Chicago.
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We recognize the size and the power of the largely untapped market of more than 17
million Asian Americans. In our survey we had a large amount of responses from female energy
drink users who expressed interest in a product specifically geared towards their gender. No
other energy drink is tapping in to the lucrative female market and we see this as a possible
cornering of the market. These affluent, well-educated individuals are an impressionable and
easily targetable audience. They want to create their own world in the U.S. separate from that of
their parents; they are creators. They cling to Asian culture with in-language advertising but they
still strive to be a unique part of American culture, using chameleon behavior. They will aid in
the sales objective, since they are the fastest growing demographic regarding buying power in
the U.S. The most potential we see in this group is the likelihood they will become brand loyal,
as they have a high preference for brand names such as PepsiCo.
Scope of audience from U.S. Census:
According to U.S. Census data from March of 2012, There is an estimated 17.3 million
U.S. residents of Asian descent. This group comprises 5.6 percent of the total population. To
give a rough estimate of Asian American Females we would target with this campaign we used
Gender data from the 2010 Census population. We estimate 3,650,000 people in our scope.
There are 5.6 million Asians in the state of California alone; the largest Asian population
in the 2010 Census, followed by New York (1.6 million). Hawaii had the highest proportion of
Asians (57 percent).
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Marketing Objective:
Increase sales of Amp by 25% among Asian American females within the first six months of the
campaign. We will do so by finding and targeting these new female users to buy more as
opposed to focusing on frequency with the current audience.
Advertising Objective:
To establish 35% overall brand awareness for 18-24 year old Asian American Women
Media Objective:
Boost Amp awareness by reaching 80% of Asian American women in Academia an average of 3
during the academic periods March-May, August-September, and November-December.
Promise:
Amp energy drink will provide you with the extra boost needed during the day or night while
giving you the exceptional taste of mountain dew and the reliability of the Pepsi Brand.
Television- 25%
Print- 20%
Online/Digital- 30%
Non-Traditional- 25%
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25
1) Digital/Rich Media
Search Engine Advertising (Google, Yahoo, Bing)
Rich Media Advertising (Facebook, YouTube)
Banner Advertising (Zara.com, AsianWeek.com)
2) In-Language TV
TV Asia
3) Print
Magazines
-Audrey
-US Weekly
-SAPNA Magazine
Yellow-Page Directories
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4) Sponsorships
-Music Festivals
-College Asian American Student Organizations
(See Appendix D for list of all universities and sponsored groups)
5) Online Facebook & Twitter Campaign
-Scholarship Competition for Asian American women
entering undergraduate or graduate school.
-You must like our fan page and then fill out the
application posted on the page
-You get additional points when your scholarship is
reviewed for
the number of likes you can get for the fan page
-Twitter updates will be sent out from the Amp page too during the summer when
students are getting ready to apply and receive scholarships.
6) Street Team Amp Camp
-Drive green colored vehicles and give out free samples on city streets.
-College campus raffles giving away concert tickets
-Tailgate at football games on college campuses with a tent with Amp logo
-Visit business offices and college classrooms to hand out free samples
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Non-Traditional
-Sponsorships of Asian American Student
Organizations within college campuses and
musical festivals for up-and-coming college
artists will allow us to reach our media objective.
-The street team allows for more engagement of
the brand directly with our target audience.
-Sampling is a strong promotional tactic that will
get the product into consumers hands with little
effort.
-Press releases sent out to major college
newspapers by an AMP PR agent will increase
brand preference if human-interest element is
included for the female target.
-Our primary surveys showed many Asian
American women use Facebook as a tool to keep
in contact with friends from their home country,
family, and new friends that they have
accumulated within America. Social media is the
most cost-effective way to spread Amp image by
word-of-mouth marketing.
-Scholarship on social media ties into the Asian
American definition of success and growing
educational importance.
-Interactivity- two way communication with the
customers
Digital/Online
-The top products purchased online amongst
Asian Americans remains as apparel and
books. Banner ads placed on the Zara shopping
website will hopefully catch the eye of our
female Asian and non-Asian buyers since they
are interested in Fashion.
-Asian Indians and Chinese spend the most
hours on the Internet and young Asian
Americans between the ages of 25 and 34 are
the heaviest Internet users.
-High reach potential
-Numerous creative options
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Metrics
Television:
Spot television reach can be determined by ratings and frequency can be met by seeing
the ratings of each show.
Print:
The circulation of the magazines will evaluate by how many viewers there are for each
advertisement.
QR codes will be placed on our magazine ads for users to scan and get a coupon for
Amp. Success can be measured by how many visitors the code receives and then how
many people redeem the coupon.
Online/Digital:
For online advertising on websites such as Bing, Yahoo, and Google, we will measure the
traffic of the websites and the amount of clicks.
To measure the advertising on Facebook, we will evaluate the number of click-throughs.
Non-Traditional:
Scholarship reach will be determined by how many applicants there are for the
scholarship.
Amount of Facebook likes the page receives and number of people who sign up for the
Facebook contest will show how well our brand is doing in the online realm.
Sponsorship success can be measured by handing out surveys to the college students who
attended or hosted the Amp event. General positive comments and a high intent to
purchase quotient from the surveys will be the metrics.
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Creative Strategy
Competition: Where are they now?
Rockstar:
Rockstar uses sponsorships to get their message out to the consumer. They use social media sites
like Facebook, YouTube, and Twitter to promote their sponsored sports by interacting with the
consumer through contests, promotional teams, and special events. Through commercial
advertising, Rockstar uses the consequences of drinking the beverage to promote the benefits of
drinking responsibly. Overall, their advertisements have a reoccurring theme of flash, and
action.
Red Bull:
Red Bull energy drink advertisements work around the slogan Gives you wings. This slogan
ties together their sponsored events, media campaigns, and special events. The theme of their
current advertising campaigns relate the ability for individuals to do more than they ever though
they could. Their advertisements show that consumes can achieve the impossible by drinking
Red Bull; that the energy they receive from Red Bull can give them abilities beyond their wildest
dreams.
5 Hour Energy:
The 5 Hour Energy brand holds its advertisements in a niche
market. Their take on the energy shot prompts their
advertisements to be viewed as shorter, in-your-face, and to the
point. They focus their efforts on a bullet-point approach to show
the consumer the benefits they will receive immediately and
without fluff. Their overarching theme is quick results.
Monster:
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The Monster brand has the look and feel that stresses the extremes of life. Their advertisements
use the black can as an overarching theme. They promote the dark colors and neon flavor names
to draw the consumer in with intrigue. They hold a place in the media through TV, digital, and
sponsored events.
Key Insight:
Consumers need to understand that Amp energy drink is a good source of energy in moderation.
It is a community charged brand for the college student. Amp will provide consumers with a
better understanding of the Pepsi Co. ownership of Amp as well as highlight its dedication to
college students.
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Creative Summary
Who is our Target
Academia Seekers
Asian American Females in their twenties
Those who long for extra energy in their day-to-day lives to meet academic pressure
Located in Los Angeles, New York, San Francisco, Honolulu, and Chicago.
Where are we now in the mind of this person?
We are seen an energy drink that holds a variety of flavors.
We are related to popular sporting events, such as UFC fighting.
We are seen as a sugary, unhealthy beverage that promotes poor nutritional choices.
Where is our competition in the minds of this person?
Our competition is associated with sponsored events like UPROAR festival or Flugtag.
They are seen as a cousin to our brand as ones that is readily available in convenience
stores.
They are seen as leaders in the energy drink industry.
Where would we like to be in the mind of the person?
More than just an energy drink, we are a brand that is creating a movement to increase
energy levels and productivity for the eager academic consumers.
What is the consumer promise, the big idea?
Our promise to consumers is that Amp energy drink will provide the extra energy boost
needed during the day or night while giving the exceptional taste of mountain dew and
the reliability of the Pepsi Brand.
What is the supporting evidence?
Amp energy drink sponsors events like NASCAR to promote the brand and the benefits
of its ingredients.
Amp energy drink uses its relation to mountain dew to show how flexible the drink is in
mainstream media.
What is the tone for this advertising?
ENGAGING, ENERGETIC
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Brand Personality:
Energy is a fine tool. Those who have it exhaust it. Those who long for it cannot obtain it. This
vicious cycle needs to end. There are overwhelming options to achieve this energy anomaly.
Coffee, soda, pills; where does the madness end?
The answer is with Amp energy drink. The PepsiCo born drink, Amp shares similarities with its
cousin Mountain Dew, which brings familiarity and satisfaction to the taste buds. In a world
where options of how to gain energy are wearing you out, choose the simplest choice. Just as you
work each day to contain your energy, Amp energy drink takes the struggle out of your hands by
putting that energy into a can.
Say goodbye to the guessing game of soda brands, coffee prices, and dangerous pills. Open a can
of Amp energy drink today and join the movement to get your energy back.
Creative Concepts
TAGLINE: Join the movement
Digital:
Launch a social media campaign that associates Amp energy drink with a
scholarship program for college students.
Facebook advertisement:
HEADLINE: Dewing our Dewty
COPY: Amp energy drink asks you to join the movement to get your energy back. We recognize
that you are a hard-working student and that you have educational needs that can be trying on
your pocketbook. Amp energy drink wants to put ease back into your educational regime by
launching our Join the Movement scholarship program. This program will give you a fighting
chance to excel after college. For details and to apply please visit our website:
www.ampenergy.com
Banner advertisement:
HEADLINE: Green with Giving
COPY: JOIN THE MOVEMENT: website link
YouTube advertisement:
SPOT: 15 seconds
SCRIPT:
During a regular school day a teacher is speaking in a Charlie Brown teacher voice (wah, wah,
wah) to a classroom of bored students. A street team for Amp energy drink storms into the room.
They give out amp energy drink samples. They read the copy from the Facebook advertisement:
Amp energy drink asks you to join the movement to get your energy back. We recognize that
you are a hard-working student and that you have educational needs that can be trying on your
pocketbook. Amp energy drink wants to put ease back into your educational regime by launching
our Join the Movement scholarship program. This program will give you a fighting chance to
excel after college.
They write the website (www.ampenergy.com) on the board and leave in a flash.
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Sponsorship:
TAGLINE: Join the Movement
TACTIC: The Amp energy brand will aim to sponsor Asian American student
run organizations to promote scholarship and academics. This will allow the
consumer to relate Amp energy drink to academics and educational success.
Print:
VISUAL: Fusion of amp energy with a clock, textbook, Pepsi can, and party
hat.
HEALINE: Fuse your opportunities
TAGLINE: Pepsi. We Dew Amp
COPY: Youre tired. You have been studying for hours for a test that will be over in fifty
minutes. The library has become synonymous to home; your laptop has become your pillow. It is
hard for us to watch as you waste away hours without relief. Join the movement to end the
madness. Amp energy drink provides a way for you to enjoy a refreshing beverage with the
outcome of lasting energy. We cant help to cancel your tests, but we can help you get through
them. Amp energy gives you the escape you need to get through long, endless hours. Take your
study time back. Dew Amp.
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http://tvbythenumbers.zap2it.com/2011/05/05/ncis-voted-americas-all-time-favorite-tv-showtwo-and-a-half-men-bones-house-several-current-shows-rank/91686/
Singh, V. (2012). Factors influencing consumer decisions while purchasing energy drinks on the
University of the West Indies St. Augustine campus. Retrieved online on October 1, 2012 at
http://uwispace.sta.uwi.edu/dspace/handle/2139/11598.
Solomon, M. (2009). Consumer behavior buying, having, and being (8th ed.). Upper Saddle
River, NJ: Pearson Prentice Hall.
U.S. Census Bureau, 2010 Census Brief - Overview of Race and Hispanic Origin
<http://www.census.gov/prod/cen2010/briefs/c2010br-02.pdf>
http://www.villainstat.com/www/zara.com
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Appendix A
Financial
information
Brand positioning
Red Bull
Monster
In 8 years, retail
sales have reached
$1 billion. Holds
90% of the energy
shot market
Rockstar
5 Hour Energy
Company promotion
Promotion through sponsorship
of extreme sporting events,
cultural events, concerts, TV
spots and outdoor marketing
such as a street team Wings
team of attractive females
handing out the product.
Finally, purchased the New
York Red Bulls, a Major
League Soccer Team. Now
spends over 20 million annually
for advertisements.
Not widely advertised in the
media but sponsors many
sporting events and positioned
as getting double for the same
price, compared to Red Bull.
Promotes to people who are on
the go
Sponsors UPROAR festivals
which has hard rock and heavy
metal bands, also sponsors UFC
fighters to attract a more
differentiated audience. Has ties
with Playboy where potential
models can apply at their
events. Does not advertise
nationally, but reinforces and
differentiates its target market
from the rest of the industry.
Began to sponsor NASCAR
events, puts media dollars
towards TV ads. TV
commercials are aimed towards
the working consumer who
needs the energy for their job.
Company pricing,
offering, and
distribution
Current users
Present in 164
countries, with the
same strong image
all around the
world. Sold in
stores, events, bars
and online in the 8
oz cans.
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Appendix B
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45
Appendix C
Through secondary data we collected an array of information regarding Amp energy drink and the
behaviors of people who consume the product. We gathered much about the current, predominantly
white male consumers but we wanted to know specifically why users choose Amp, if they know Amp
is under Pepsi Co, and what distinguishes Amp from other brands in the consumer decision process.
Also, with our primary research we hoped to reach the Asian American demographic and see what
they are looking for in energy products. In essence, we needed to answer what the buying cycle is for
Amp consumers so we can properly segment the Asian-American population and position our product.
AMP Energy Drink Part I
1. Have you ever consumed an energy drink (at least one time)?
-Yes
-No
2. How often do you drink energy drinks?
-More than once a week
-Once a week
-Once a month
-Once a year
-Never
3. When you do drink energy drinks, why do you drink them? Check all that apply.
-Energy boost in the morning
-Energy boost in the afternoon
-Energy boost in the evening
-Recharge after going to the gym/exercising
-Mixed with alcohol
-To pull an all-nighter
-To stay alert when studying
-To stay alert on the job
4. Please rank the following features from most important (1) to least important (6) when
evaluating energy drinks.
-Price
-Packaging
-Taste
-Availability in store
-Brand Name
-Energy Boost
5. Where do you buy energy drinks from when you buy them? Check all that apply.
-Convenience stores (ex: Walgreens, CVS)
-Grocery stores (ex: Walmart, Jewel Osco)
-A bulk warehouse store (ex: Sams Club, Costo)
-Gas stations (ex: Marathon)
-Online (ex: sites such as Amazon, Ebay, etc.)
-Other (please specify)
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6. Please rank the following in terms of where you buy energy drinks the most, (1) being the
most (6) being the least.
-Convenience stores (ex: Walgreens, CVS)
-Grocery stores (ex: Walmart, Jewel Osco)
-A bulk warehouse store (ex: Sams Club, Costo)
-Gas stations (ex: Marathon)
-Online (ex: sites such as Amazon, Ebay, etc.)
-Other (please specify)
7. When buying energy drinks what quantity do you purchase?
-1 single can (16-24oz)
-6 pack
-12 pack
-24 pack
-Other (please specify)
8. How important is it to you that energy drink advertising appeal to your race or ethnicity?
-Very important
-Important
-Neutral
-Unimportant
-Very unimportant
9. What do you think is the tone of Amp energy drinks? Check all that apply.
-Bright
-Healthy
-Dark
-Unhealthy
-Trendy
-Manly
-Out-of-date
-Girly
-Lively
-Safe
-Lazy
-Dangerous
10. Do you consume energy drinks with another drink or food item? If so, please provide the
name.
-No
-Yes (please specify)
What Survey #1 Revealed:
The first survey asked 10 questions that would tell us about how those who took our
survey viewed and consumed energy drinks. These questions elaborated on how often they
consume energy drinks, in what situation they consume them in, where they buy them, and
what tone Amp Energy drinks have.
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The features found most important to the audience, ranked from most important to least:
taste, price, energy boost, availability, brand name, and packaging.
Convenient stores such as Walgreens and CVS were the places where most of the audience
purchased energy drinks.
83.3% of those surveyed only purchase 1 single can at a time.
Appealing to race and ethnicity is unimportant (72.7%).
Most of those surveyed say Amps tone is lively and dangerous, yet unhealthy,
Energy drinks are not consumed with food
AMP Energy Drink Part II
1. Please rank the following forms of media in terms of your personal media usage, (1) being
the most used (9) being the least used.
-Smartphone
-Television
-Print Newspaper
-Magazine
-Social Media (Facebook, Twitter)
-Radio
-Internet News Sites (Wall Street Journal Online, NYT Online)
-Internet Browsing (Google, Bing, Yahoo)
-Internet Blogs
2. Did you know Pepsi Co. is the owner of Amp Energy Drinks?
-Yes
-No
3. What unique qualities would make an energy drink stand out among competitors?
4. FEMALES ONLY. What would be a good strategy for marketers to implement to make
energy drinks appealing to you?
5. MALES ONLY. What would be a good strategy for marketers to implement to make
energy drinks appealing to you?
6. Gender
-Male
-Female
7. What is your age?
-18 to 24
-25 to 34
-35 to 44
-45 to 54
-55 to 64
-65 to 74
-75 or older
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8. What race do you identify yourself as?
-Asian American
-African American
-Caucasian
-Hispanic
-Native American
-Other (please specify)
9. FUN QUESTION! What do you want to be when you grow up?
What Survey #2 Revealed:
In the second survey, of 9 questions, we asked questions more about the demographics
and psychographics of those we surveyed. We added one question about how much people
associate Amp with Pepsi Co to see if we can discover how strong the link is between the two.
The questions asked survey takers to rank their media usage, how energy drinks could appeal to
them, and their age and race. From these questions we are able to see how to go about targeting
our audience, what media to use, and what strategy to implement.
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Smartphones are the most popular medium for personal media usage
Following smartphones, other forms of media ranked from most used to least used were as
follows: Social Media (Facebook, Twitter), Internet browsing (Yahoo, Google, Bing),
Television, Magazine, Print Newspaper, Radio, Internet News Sites (Wall Street Journal, NY
Times online), and Internet Blogs.
Majority of those surveyed did not know Pepsi Co. is the owner of Amp. 85.7% were
unaware Amp is under the Pepsi Co. domain.
To make more energy drinks stand out among competitors, they need to have better taste,
hold sponsored events on college campuses, make sure it is safe and be endorsed by
celebrities or doctors, and have low calories.
To appeal effectively to women, energy drinks must: advertise low calories and low sugar,
appeal to working women, make it have a fruitier taste, advertise towards women, and
making the package friendlier and more girly.
To appeal effectively to men, energy drinks must: become more healthy since many men are
concerned with appearance and health conditions, market at music festivals and concerts,
have a better taste, and prove they are healthy.
82.4% of those surveyed were female.
94% of those surveyed were ages 18-24.
69.2% of those who completed the survey identified themselves as Caucasian and 20.9.3% as
Asian American.
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Appendix D
New York:
Columbia University:
Asian American Alliance
New York University
Asian American Womens Alliance
Syracuse University:
Asian Students In America (ASIA)
California:
-University of Southern California
Student Coalition For Asian Pacific Empowerment
South Asian Business Association
Asian American Business Association
University of California, Berkeley
Asian American Association (AAA)
Asian American Public Leaders
Asian Business Association (ABA)
University of California, Los Angeles
Asian Greek Counsel
Asian American Studies Graduate Student Association
Hawaii
" Hawaii pacific University
o Japanese Circle
o The Siam Club
o Korean Student Organization
" University of Hawaii at Manoa
o Chinese Students and Scholars Association
Illinois
" U of I
o Asian American Association (AAA)
o Asian Pacific American Coalition
o C-U Times Student Association (CUTSA)
" Northwesterno Asian Pacific American Coalition
" University of Chicago
o Asian Pacific American Coalition
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Apr
May
Appendix E
June July Aug Sept
Oct Nov
Dec
Spot
Females 18-24
Total Cost
(In Millions)
Digital/Online
Media
Search Engine
Advertising
(Google, Yahoo,
Bing)
Rich Media
Advertising
(Facebook,
YouTube)
Banner
Advertising
(Zara.com,
AsianWeek.com)
In-Language
Local TV
Markets
TV Asia
Print
Magazines
Audrey
SAPNA
Magazine
U.S. Weekly
Yellow-Page
Directories
18.2 18.2
18.2
18.2
18.2
18.2
18.2
4.6
4.6
4.6
4.6
4.6
4.6
0.06 0.06
0.06
0.06
0.06
0.06
0.06
4.6
1.3
1.3
1.3
1.3
Percent
7.5
30
6.25
25
2.5
10
2.5
10
1.3
0.2
0.2
0.2
0.04
0.50
0.04
0.5
0.04
0.5
0.06
0.06
0.06
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ABOVE THE
BOARD
NonTraditional
Street Teams
Social Media
Campaign
(Facebook &
Twitter)
6.25
Sponsorships
Gross Rating
Points
25
___________ _________
TOTAL
25
100
24.16
23.66
24.16 24.16
23.66
23.66