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Full_Throttle_Demon.asp
2. Competitive Considerations
i. According to caffineinformer.com Full Throttles top
competition are Red Bull, Monster, Rockstar, NOS, and Amp, putting
them in the #6 spot for the top ranked energy drinks. Red Bull and
Monster take up majority of the market share which leaves Full Throttle
and other energy drinks holding 29% of the market share. This third of the
data/cmh/packaged-beverages/packaged-beverages-specialty-2016-
energy-sports
iii. Full Throttle is quite an unknown brand compared
to its competitors leaving people to assume its just another energy drink.
But they would prefer the well-known brands over one that is hardly on
active lifestyle at events that are geared toward people living in the
compared to its competitors. Monster Energy bought out the Coca Cola
brands energy line. The Energy hard at work brand is a low involvement
product that boosts your energy when you need to get the job done. It
website and social media. We would like to spend at least 45% of our
budget for a national media spot due to the lack of knowledge on our
product.
4. Target Audience
i. According to infoscout.com, Full Throttles target
males. The typical consumer does not have a college degree. They tend
to purchase Full Throttle during larger pantry stocking trips and will
Ahoy during the same visit. They use cash and food stamps most often to
make their purchase. They are not necessarily brand loyal to Full Throttle
and purchase other energy drinks like Monster and Redbull equally.
5. Geography Questions
i. Data from infoscout.com shows the majority of Full
Throttle consumers are located in the Midwest and the South, but it is
in bulk grocery trips, buying 21 items or more during the shopping trip. It
is purchased almost equally throughout the week, but sees a very small
rise in purchase on Friday and Saturday. More than 50% of purchases are
made in the afternoon or evening and about 20% of purchases are made
in the morning.
ii. http://infoscout.co/brand/full_throttle_beverage/?
ab=b&utm_expid=75303912-24.l6L7NHOEQze-M9P-
hvusJw.1&utm_referrer=https%3A%2F%2Fwww.google.com%2F
7. Questions About Media Mix
a. Social media can be a big help for our product. The biggest users
of social media are millennials which is also a big part of our target audience.
Some social media sites that we would focus on are twitter, instagram and
that can cause a worker to crash at some point. The best way to reach the
audience would be to flash moments of our brand along their busy day. Social
media is a good form of media to reach the target audience because they are
constantly checking their mobile phones on the way. Our audience also consists
of people traveling so we would position ads outside places like bus stops and
train stations. Lastly we would use radio and tv commercials on channels that
probably have a decent budget to use on ads. That being said, the ads
necessary to reach are not all that expensive. Besides TV and Radio ads, social
media and street advertisements are economical forms of media that could prove
not require a lot of money but will use a lot to get its brand to reach a large
audience. One thing that our competitors do not have that we do is an
established big brother brand like we do in Monster Energy drinks that allows
similar ingredients, it is our specific combination and brand presentation that sets
media and television advertisements because it will give us the most exposure to
our target audience. Some marketing incentives we could use for our brand could
be a buy one get one free deal on magazine coupons or other print ads.
h. Purchase decision for our product is low involvement because of
media.
m. It is difficult to demonstrate a boost of energy in ads besides the
dramatic scene of a sleepy person drinking the drink and immediately getting
appeal and people who do not already know what full throttle is could mistake it
competitors. We want our drink to be the most appealing at first sight out of any
target audience. People on their way to work early in the morning pass kiosks
with our drinks by convenience stores and outside train/bus stations. Simple
Social media sites should post consistently to keep our brand name in viewers