effect folder international
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germany’s number 2* –a boost for the energy market.
with effect® a brand becomes a message
3
*Source: Zenith International
effect® is the premium brand with an out-
standing positioning in the softdrink market.
Since its market launch in 2002 effect®
developed into a warrantor for increasing
purchase easily addressing all relevant
target groups.
The puristic design, consequent marketing
strategy and remarkably high margin turn
effect® into an integral brand that may not
be missing in your portfolio. Nowadays more
than one fourth of all German consumers
enjoy energy drinks. They cherish its typical
taste and the variety to use it for mixed
drinks. Within that continuously growing
segment effect® is not only the number 2*
but also the brand with the most growth
potential in Germany.
In the relevant sales channels - off-trade, on-
trade and convenience - effect® denotes an
ever-growing distribution. Besides the nati-
onwide availability in Germany effect® does
also embellish its success story abroad on a
grand scale. At present effect® is available in
more than 40 countries worldwide.
top performance isbrain work – effect®perfectly fits.
•The increased demand for mental power
unifies a broad target group
•The accepted supplier for higher mental power
•Unique positioning in the market with one-of-a-kind character
In the recent decades, demands on physical
work strongly reduced. Focus is nowadays
rather on mental activities. More and more
consumers therefore challenge an increa-
sing complexity in their day-to-day routine
and effect® delivers this energy for more
mental power.
mental power requiresmore effect®
mental work 5% 8% 10% 15% 20% 60% 80%
physical work 95% 92% 90% 85% 80% 40% 20%
4
mental work 5% 8% 10% 15% 20% 60% 80%
physical work 95% 92% 90% 85% 80% 40% 20%
5
effect® – the brand witha unique positioning
effect® is targeting a group that emphasizes
mental fitness and mental capability. The pu-
ristic design of the brand is just as crucial to
succeed as the growing number of consu-
mers across all age groups. Current market
figures attest that effect® – in comparison to
traditional energy drinks – is perceived and
accepted as the ultimate source of energy
for stringent concentration and mental per-
formance.
tv advertising not only performs – it conquers consumers’ minds.
•High TV spot frequency for three years
•More than 6,000 spots aired
•More than 600 million contacts in
the target group
The impact of effect® is supported by a
long-term campaign concept. With investing
a strong binary million amount the brand will
extensively unfold its energy across all com-
munication channels. Such intense media
engagement is nearly unique in the segment
of energy drinks.
Intelligently placed
Focus of this whole campaign is the effect®
TV spots playing on the well-known, highly
frequented TV stations. Placed in environs
identified as specific for the target audience,
more than 600 million contacts can easily
be achieved. The spots significantly stand
out from competitive ones due to their emo-
tional production and underline the increase
in mental and creative performance through
the brand.
The wide and long-term involvement is
based on the growing number of consumers
thus, even more brand awareness is created
for effect® in all sales channels.
more effect® – powerin all channels
the tv campaign with effect®
7
quality developed in germany. heavy shelve rotation with effect®.
•effect® is the power seller
•Consumers claim for bulk containers to fit their home consumption
•effect® provides an intelligent pricing for all packagings
The consumer group is wider and has almost
tripled in six years in one of the most import-
ant energy drinks markets – Germany. Energy
drinks have developed from a trendy beve-
rage to a mainstream soft drink of daily use
with increasing interest in bulk containers.
Energy drinks are growing 5 times in volume
and 47 times faster in value than the overall
soft drink market. They are by far the fastest
growing non-alcoholic beverage.
one quarter of all germans consume energy drinks
energy drinks are the power sellers in the soft drink market
8
Source: Consumer Analysis 2010 Source: Nielsen, 1st term 2009 / 1st term 2010
Source: *Nielsen 2010, **Zenith International
A clear brand image and intelligent
packaging strategy is certainly paying off.
With 50.2% effect® sales are growing
twice as fast as the entire energy market.
Within the German premium segment of
energy drinks effect® has a market share of
9.2%. This brand is the biggest energy drink
ever developed in Germany. effect® clearly is
the number 2* in Germany and number 4**
in Europe.
effect® is growing twice as fast as the market
market share of 9.2% in the premium segment with effect®
9
Source: Nielsen 2010
10
effect® energy shots contain 4 times more
caffeine than effect® classic allowing imme-
diate stimulation of body and mind. Perfect
for people who long for more. This handy
packaging requires no cooling and fits every-
where. It is always ready to hand when high
energy is instantly needed – for exams, in
the library as well as in long-lasting meetings
that require full mental input and concentra-
tion. One tray comes with 12 effect® power
shots each 65 ml – reload your batteries
and discover energy with immediate effect®.
Already today, energy shots are the sales
boosters offering a handy format to your
effect® portfolio – with high potential
for an energized future.
small shots with strong effect® –100% energy in only 65 ml
The national availability of effect®, being
Germany’s second largest premium brand,
is up to 46%. This continuous sales growth
is not only determined by the expansion of
distribution, it is furthermore a result from
the increased rate-of-sale per outlet clearly
documenting rising demand.
11
46% weighted distributionthroughout germany
Source: Nielsen 2010
on-trade business is the key to success.
•effect® is available in more than
6,000 German outlets
•More than 59 million brand contacts
a year within the on-trade
•Wide variety of mix drinks
with effect®
12
The success of effect® goes on across all
kind of on-trade outlets. These days energy
drinks appeal to a wider consumer group.
And that‘s where the brand is already at its
best: In more than 6,000 outlets throughout
Germany you may experience the brand
effect® providing the base for ongoing con-
sumption during work and at home. Strong
marketing support in the on-trade takes
sustainable impact making effect® a popular
and established soft drink throughout day
and night.
The typical energy drink taste is the optimum
base for manifold mixed drinks. Caterers are
supplied with a wide range of packagings to
cope with their requirements. In addition to
the pure drinking pleasure effect® offers a
wide range of superb recipes for long drinks
and cocktails.
effect® becomes a real experience in the on-trade
effect® in the mix
13
In the on-trade effect® underlines its pre-
mium character with exceptional and eye-
catching brandings. Bound in intensive
cooperation with innovative operators, bran-
ding solutions for integrated and consistent
brand visibility are developed. With elements
supporting purely sales, up to the point of
complete architectural designs for entire
areas, effect® offers a strong artwork for
individual branding.
individual effect® conceptsfor the on-trade
14
15
atmosphere and ambience with effect®.
•Attractive marketing for the on-trade
•High-quality tools in puristic effect® design
• Individual configuration of lounge furniture from moree
The range of POS items is diversified.
Visibility is either created on the table or in
the back bar area with tools for the on-trade
sector such as aprons, shirts or the VIP-
Serving-Tool – but one thing all those POS
items have in common: They perfectly fit
the needs and requirements of the on-trade
sector and support active selling.
The cool and pure effect® look definitely
is an eye-catcher and is attracting lots of
interest, especially the individually designed
lounge furniture by moree having a magical
appeal.
pos items with effect®
16
effect® lounge table, moree
17
Acrylic Board
VIP-Serving-Tool Ice Bucket
Lounge furniture, Moree
Floating Display
effect® – the world’s source for energy.
•effect® is successfully exported to
40 countries all over the world.
•Production takes place at 13 locations worldwide.
•effect® is served in international top clubs
more effect® worldwide
18
Its presence in more than 40 countries all
over the world underlines the international
nature of effect®. Whether in London,
Dubai or Rio de Janeiro: The brand is at
home in the worlds’ top cities. With its own
filling plants in 13 locations both, the high
quality standards as well as smooth logis-
tic concepts in the local markets of all five
continents are guaranteed. The deep under-
standing of these markets and solid interna-
tional marketing expertise prove: The Ger-
man success story of effect® is convincing
worldwide. effect® already is the number 4*
energy drink in Europe and its booming
tendency will continue.
*Source: Zenith International
PACHA, Brazil EL DIVINO LOUNGE, Brazil BARASTI - LE MERIDIEN MINA SEYAHI, Dubai
CALABAR, Dubai
12 PARADOR, Brazil QUANTUM VENUE, Dubai
BUDDHA-BAR, Dubai
NEO‘S, Dubai
THE ADRESS DOWNTOWN BURJ DUBAI, Dubai
19
PACHA, BrasilienEL DIVINO LOUNGE, BrasilienBARASTI - LE MERIDIEN MINA SEYAHI, Dubai
CALABAR, Dubai
12 PARADOR, BrasilienQUANTUM VENUE, Dubai
BUDDHA, Dubai
NEO‘S, Dubai
THE ADRESS DOWNTOWN BURJ DUBAI, Dubai
Item no. 2048 2090 2091Packaging unit tray tray trayCans / Tray 24 x 0,33l pet 24 x 0,33l can 24 x 0,25l canVolume in l 7,92 7,92 6Cases / Pallet 72 90 120Pallet euro euro euroVolume / Pallet in HL 5,7024 7,84 7,20EAN code can 4025 1270 2048 5 4025 1270 2099 7 4025 1270 2003 4EAN code tray 4025 1270 2049 2 4025 1270 2090 4 4025 1270 2020 1kg / Case 9,2 8,78 6,87Dimensions Tray 38,5 / 25,7 / 16,6 33,65 / 22,45 / 14,65 32,4 / 21,7 / 13,6kg / Pallet 693 810 840Pallet dimensions 120 / 80 / 148 120 / 80 / 147 120 / 80 / 151
Item no. 2080 2096 2043Packaging unit tray tray 6er-shrinkpackCans / Tray 24 x 0,25l can 4 x 6 x 0,33l can 6 x 1,0l petVolume in l 6 7,92 6Cases / Pallet 120 90 100Pallet euro euro euroVolume / Pallet in HL 7,2 7,128 6EAN code can 4025 1270 2089 8 4025 1270 2093 5 4025 1270 2043 0EAN code tray 4025 1270 2080 5 4025 1270 2092 8 4025 1270 2044 7kg / Case 6,87 8,8 6,8Dimensions Tray 32,4 / 21,7 / 13,6 33,65 / 22,45 / 14,65 25 / 16 / 28kg / Pallet 840 812 725Pallet dimensions 120 / 80 / 151 120 / 80 / 147 120 / 80 / 130
Item no. 2085 2070 2072Packaging unit 6 x 1,0l shrinkpack bag in box trayCans / Tray 6 x 1,0l pet 20l case 12 x 65 mlVolume in l 6 20 0,78Cases / Pallet 100 24 560Pallet euro euro euroVolume / Pallet in HL 6 4,8 7,128EAN code can 4025 1270 2086 7 4025 1270 2070 6 4025 1270 2072 7EAN code tray 4025 1270 2085 0 - 4222 0176kg / Case 6,8 25 1,08Dimensions Tray 25 / 16 / 28 37,8 / 27,8 / 20,5 10,3 / 13,6 / 11,6kg / Pallet 725 1020 631Pallet dimensions 120 / 80 / 130 120 / 80 / 118 120 / 80 / 147
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