10 step plan sting energy drink final

10 STEPMarketing Plan forSTING Energy Drink

Boni RegisMarch 2012

http://bonibeckregis.blogspot.com

http://www.google.com.ph/imgres?imgurl=http://profile.ak.fbcdn.net/hprofile-ak-snc4/50352_316279023470_5641933_n.jpg&imgrefurl=http://www.facebook.com/group.php%3Fgid%3D316279023470%26v%3Dwall&usg=__weXJ-yjS3nlEhxq1_iSsPOlQdIY=&h=134&w=200&sz=14&hl=en&start=9&zoom=1&tbnid=SSRyP2sS2ciIwM:&tbnh=70&tbnw=104&ei=rzdLT9qFN4-SiAeflMGkDg&prev=/search%3Fq%3Dsting%2Benergy%2Bdrink%2Blogo%26um%3D1%26hl%3Den%26sa%3DN%26gbv%3D2%26tbm%3Disch&um=1&itbs=1

Disclaimer

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’sAGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.


Steps 1 to 5Extra Energy for the Extra Work Hours


1.Sting Energy Drink PTM are males who needs to work extra hours

2.Males who need extra energy to work those extra hours at work to provide the needs of their families

3.Direct Competitors are Cobra, Extra Joss and Samurai

4.There is no ready-to-drink energy drink that tastes good and provides the needed energy

5.Energy Drink is 48% of the Sports and Energy Drink Industry

Steps 6 to 10Hayop sa Sarap, Hayop sa Energy


6. Sting Energy Drink offers deliciously-flavored energy drinks

7. Priced 1-2% lower than its direct competition

8. Uses advertising, events, and word of mouth

9. Mostly available in 24-hour convenient stores

10. Uses differentiation

1. Sting Energy Drink PTM are males who needs to work extra hours


• Demographics: 28-38 years old, Male, Head of the Family (single/single with dependents, married), Class C-D

• With families based in the city or in the province

• Family size of 3-6 kids

• Sending siblings to school

Job involves:• Extreme and/or heavy physical labor • Being in graveyard shift• A lot of physical and mental stress



2. PTM wants to be a good provider for his family


PHYSIOLOGICAL

SAFETY

SOCIAL

ESTEEM

SELFACTUALIZATION

I need food to survive

I need to be a good provider

for my family

I need to have a steady job

2. PTM’s needs, wants and demands


NEEDS: need to have a stable employment or income; provide for my family

WANT: affordable fruit-flavored, ready-to-drink, energy drink.

DEMAND: affordable and readily available that will provide extra energy for their bodies in a form of fast, no fuss, delicious energy drink.

3a. Sting Energy Drink is in a very competitive energy boosting beverage industry


• DIRECT – Cobra, Samurai and Extra Joss

• INDIRECT – 3-in-1 Coffee, Caffeinated

• VARIABLES – Price, availability, fruit-flavored, ready-to-drink energy drink, getting a delicious energy-boosting energy drink


3b. Sting Energy Drink created a space in the market

PRICE/AGEMATRIX

0‐17 YRS 18‐29 YRS 30‐49 YRS 50 YRS UP

HIGH PRICE

LOW PRICE

EXTRA JOSS

STING

SAMURAI

ROCKSTARPOWER HORSE

BACCHUS

LIPOVITANROX


3b. Sting Energy Drink positioned itself in the 20s ‐30s market BENEFIT STING SAM‐

URAICOBRA EXTRA

JOSSROCKSTAR

POWERHORSE

ROX BAC‐CHUS

LIPO‐VITAN

SAVES MONEY

READY TO DRINK

DELICIOUS

EAY TO GRIP BOTTLE

ENERGY BOOSTING EFFECT (atleast 30min after)


4. Pre‐STING ENERGY DRINK

Marketing Opportunity:

• NO energy drink that tastes good

• Energy drinks that tastes good were expensive

USP:

• Hayop sa Sarap, Hayop sa Energy


4. Pepsi Company saw the GAP

Sting Energy Drink was the FIRST delicious, fruit-flavored, ready-to-drink energy drink that is affordable. It comes in a no slip, hard plastic bottle and is packaged as a soft drink.


5a. Sports and Energy Drink Industry

• Energy Drink is 48% of the Sports and Energy Drink industry as of 2011


5b. Sting Energy Drink’s share of the market

• Sting Energy Drink is about 5% of the market share


6a. Sting Energy Drink:Hayop sa Sarap, Hayop sa Energy

http://www.google.com.ph/imgres?imgurl=http://img.21food.com/20110609/product/1305023145718.jpg&imgrefurl=http://www.21food.com/products/sting-energy-drink-250ml-157967.html&usg=__Kap0Y-KRlgyGld9KBQ-bzhS4FRo=&h=548&w=1080&sz=124&hl=en&start=4&zoom=1&tbnid=0PRGlSL5sXME6M:&tbnh=76&tbnw=150&ei=TolNT4eUKYmbiQfK9vlz&prev=/search%3Fq%3Dsting%2Benergy%2Bdrink%26um%3D1%26hl%3Den%26sa%3DN%26gbv%3D2%26tbm%3Disch&um=1&itbs=1

http://www.google.com.ph/imgres?imgurl=http://www.hiwtc.com/photo/products/14/01/23/12312.jpg&imgrefurl=http://www.hiwtc.com/products/sting-energy-drink-250ml-by-pepsi-1806-12312.htm&usg=__C5J7Rs_02i9Bd4x8g4ZjS5KNADQ=&h=680&w=502&sz=98&hl=en&start=5&zoom=1&tbnid=u9AuZZFrG6sedM:&tbnh=139&tbnw=103&ei=TolNT4eUKYmbiQfK9vlz&prev=/search%3Fq%3Dsting%2Benergy%2Bdrink%26um%3D1%26hl%3Den%26sa%3DN%26gbv%3D2%26tbm%3Disch&um=1&itbs=1

http://www.google.com.ph/imgres?imgurl=http://profile.ak.fbcdn.net/hprofile-ak-snc4/23301_326682783555_7283_n.jpg&imgrefurl=http://www.facebook.com/stingenergy&usg=__aw1Rfo7bXpF-MvJCra9JbLqKDSk=&h=375&w=159&sz=23&hl=en&start=11&zoom=1&tbnid=6WLxTbcQjMAi_M:&tbnh=122&tbnw=52&ei=TolNT4eUKYmbiQfK9vlz&prev=/search%3Fq%3Dsting%2Benergy%2Bdrink%26um%3D1%26hl%3Den%26sa%3DN%26gbv%3D2%26tbm%3Disch&um=1&itbs=1

http://www.google.com.ph/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/4/4d/Sting_energy_drink_gold_rush.jpg&imgrefurl=http://en.wikipedia.org/wiki/File:Sting_energy_drink_gold_rush.jpg&usg=__AZEAWKtGxZFYmoyukzzI960j6o0=&h=540&w=720&sz=90&hl=en&start=15&zoom=1&tbnid=NXgAsXkXAj9P4M:&tbnh=105&tbnw=140&ei=TolNT4eUKYmbiQfK9vlz&prev=/search%3Fq%3Dsting%2Benergy%2Bdrink%26um%3D1%26hl%3Den%26sa%3DN%26gbv%3D2%26tbm%3Disch&um=1&itbs=1

http://www.google.com.ph/imgres?imgurl=http://farm6.static.flickr.com/5188/5767271963_4d14f2892e.jpg&imgrefurl=http://images.mitrasites.com/photo/sting-energy-drink.html&usg=__t5ge3KYRIeZbvdOWatg_uXPjuXw=&h=332&w=500&sz=80&hl=en&start=22&zoom=1&tbnid=s-a2aWplVHI6mM:&tbnh=86&tbnw=130&ei=5uZNT-D2EcWviQfo_YBc&prev=/search%3Fq%3Dsting%2Benergy%2Bdrink%2Bprint%2Bads%26start%3D21%26um%3D1%26hl%3Den%26sa%3DN%26gbv%3D2%26tbm%3Disch&um=1&itbs=1


6a. Sting Energy Drink VS. Other energy Drinks


6a. Sting Energy Drink VS. Indirect Competitors


6b. What makes Sting Energy Drink Different?

STING ENERGY DRINK is different because:

• fruit-flavored

• affordable

• it comes very handy

• TVC made the viewers remember who they were (thus, making them try their product)


6b. What makes Sting Energy Drink Different?

• Ready-to-drink, Energy Drink comes in 3 Fruit Flavors. It has Strawberry, Power Lime and Yellow Blast.

• Sting Energy Drink is available in convenient stores and supermarkets


7. Sting prices at store outlets in your neighborhood

Volume (in ml)

STING COBRA EXTRAJOSS

SAMURAI

330 20.00 ‐ ‐ ‐350 ‐ 23.00 21.00 22.00

Based on observation of 3 convenient stores and sari-sari sores in Makati

Sting is 20ml less than its direct competitors. However, it’s the cheapest. Its bottle looks taller than the other brands.


8a. Sting Energy Drink has effectively promoted their product through…

Mass

1.Sales Promotion

2.Advertising

3. Public Relations

4. Events and Experiences

Personal

1.Direct Marketing

2. Interactive Marketing

3.Personal Selling

4. Word of Mouth

1

32


8a. Sting Energy Drink has its own website

http://www.stingenergy.com/index.phphttp://www.pepsiphilippines.com/prod-sting.php

LOCALINTERNATIONAL


8a. Sting Energy Drink on Facebook

http://www.facebook.com/stingenergy?ref=ts&sk=wall

http://www.facebook.com/pages/Sting-Energy-Drink/148229335193003?sk=info


8a. Sting Energy Drink says that you can jumpstart any machine by drinking it

Sting’s TVC featured a famous actor/model


8a. Sting Energy Drink tastes better than other energy drinks

Conducted a taste test among security guards and proved that Sting Energy drink tastes better


8a. Sting Energy Drink can be heard


8a. Sting Energy Drink is the topic in forums in the internet

http://www.istorya.net/forums/food-and-dining/454725-asa-ta-makapalit-og-sting-energy-drink.html

http://harrysantos.hubpages.com/hub/Sting-Energy-Drink-Philippineshttp://forum.bodybuilding.com/showthread.php?t=

108578431&page=1


8a. Sting Energy Drink on Print


8b. Cobra Energy Drink (Asia brewery Inc.)

• Cobra Energy Drink also has its own website

• Cobra does not have FB


8b. Cobra Energy Drink’s Events

Cobra Energy Drink supports sports (triathlon & basketball)


8b. Cobra Energy Drink TVC

Cobra’s TVC did not feature any celebrity


8b. Samurai Energy Drink (The Coca‐Cola Company)

• Samurai has a website but its not updated

• Does not have FB


8b. Samurai Energy Drink TVCs

Samurai’s TVC featured one main character –Japanese warrior


8b. Extra Joss Energy Drink website

http://www.extrajoss.co.nz/


8b. Extra Joss Energy Drink FB page

http://www.facebook.com/pages/Extra-Joss-Energy-Drink/180205171450


8b. Extra Joss Energy Drink TVC

Extra Joss Energy Drink TVC taught their PTM how to prepare and enjoy their drink


8b. Extra Joss Energy Drink TVC

Extra Joss TVC also featured a famous actor.


8b. Extra Joss Energy Drink Events

Booths in the wet market


9. Sting Energy Drink is available ….

• Nationwide (supermarkets and convenient stores)

• Also available in some countries around the world


10. Sting Energy Drink is different: Delicious, Ready‐To‐Drink, Affordable Energy Drink created a space in the market

• Low Cost Producer – Sting Energy Drink is one of the cheapest energy drinks available. It has made its own space in the market because of its low price coupled with great taste and extra energy for the body

• Differentiation – Their TVCs made their PTM curious and made them try their product. They were able to sustain the hype through their advertisements. They positioned themselves as delicious, ready-to-drink, affordable energy drink


SUMMARY

Steps 1 to 5Extra Energy for the Extra Work Hours



2. Males who need extra energy to work those extra hours at work to provide the needs of their families

3. Direct Competitors are Cobra, Extra Joss and Samurai

4. There is no ready-to-drink energy drink that tastes good and provides the needed energy

5. Energy Drink is 48% of the Beverage Industry

Steps 6 to 10Hayop sa Sarap, Hayop sa Energy


6. Sting Energy Drink offers deliciously-flavored energy drinks

7. Priced 1-2% lower than its direct competition

8. Uses advertising, events, and word of mouth

9. Mostly available in 24-hour convenient stores

10. Uses differentiation

10 STEPMarketing Plan forSTING Energy Drink

Boni RegisMarch 2012


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10 step plan sting energy drink final

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