final presentation-kickstart

Millennials and Kickstart

Lauren Brinkmann Grace Durbak

Rebecca Baronzzi Taylor McGuire

Robust MarketingLauren Brinkmann

● Senior, Managerial Marketing & Business Management

● lbrinkma@kent.edu

Grace Durbak● Senior, Managerial Marketing

& Entrepreneurship● gdurbak@kent.edu

Rebecca Baronzzi● Senior, Managerial Marketing● rbaronzz@kent.edu

Taylor McGuire● Senior, Managerial Marketing

& Human Resources● tmcgui13@kent.edu

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Agenda● Situation Analysis● About Millennials● Target Audiences● Recommendations● Financial and Operational Plans● Metrics and Control● Questions

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Color Code (Also Relative to Report)About Millennials

Situation Analysis

Secondary Data

Primary Data

Segmentation

Recommendations

Financial Analysis

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About Millennials

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Typical Millennials

How Millennials Make Purchase Decisions

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Reviews From FriendsTalk to Company Personally Through Social Media

41% go to family or friend for dieting advice

More concerned about sugar levels

Situation Analysis

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Industry Trends for Functional BeveragesInternet: High Traffic

Humorous Commercials: Memorable

Health Conscientiousness: High concern for ingredients and health benefits

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SWOT ANALYSIS According to the primary research that was conducted these are the conclusions that have been drawn:

Strengths:

● “Puppy, Monkey, Baby”● Product placement within stores● Juice Benefit

Weaknesses:

● Consumers confusion about product content● Lack of product category● Confusion of product variation basis

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SWOT ANALYSIS Conclusions drawn from primary research:

Opportunities:

● Emphasis of the health benefits● Kickstart has less caffeine

Threats:

● Decreased interest in higher/un-naturally caffeinated beverages● Promotional tools used by representatives

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Competitive Situation/Communication Tactics Starbucks Refreshers

● Referred to as a “sparkling drink”, similar to Kickstart (threat?)● Contains a smaller amount of calories (90 mg.) and is caffeinated naturally (threat)● Viewed as a healthier energy option

Red Bull

● “Red Bull gives you wings” very similar to “It all starts with a kick”● Highly successful promotional efforts like through promotional vehicles (Red Bull Girls), advertising,

events, celebrity ambassadors, and through music created by their record label Red Bull Records

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Prior Performance

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Focus Group, Survey

&Interview

Results

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Why Millennials Try New Products ● If a friend recommends it to them● It provides some sort of benefit for them

○ Energy

○ Flavor

○ Hydrating

● Interested in new things, enjoy bright colors● Value convenience

○ Purchase in gas stations & convenience stores

● Exposure to social media○ Snapchat

○ Twitter

○ Instagram

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Perceptions“Kids drink things like this at school to look cool”- 16 year old male

“Energy Juice” - 19 year old female

“Starburst is more juicy than this” -23 year old male

“Sparkling Juice”- 23 year old male

“Low-key energy drink” - 16 year old male

“Why am I going to waste my money on a Kickstart when I’m not getting more caffeine” - 21 year old female”

“I like it because it has less calories than other drinks like it” - 18 year old female

“I like Kickstart because it isn’t as strong as other energy drinks”-22 year old male

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What Entices Them to Buy● On Campus Ambassadors● $1 Cans● Energy● “Something Different”● Colorful Cans● Mountain Dew Brand

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Why Consumers Choose Kickstart“Coffee and teas caffeine does not effect me anymore, so when I drink a Kickstart I still have energy for doing homework.”

“I thought it looked good, and I was right. Also, a friend recommended it.”

“I first tried Kickstart to help me stay awake so I could finish class work.”

“I first tried it before I went to a concert because I was tired and didn't want to fall asleep during the concert.”

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Why Consumers Choose Kickstart

A different tasteIt’s something different

appealing flavors

inexpensive

provides energy

caffeine Enjoy Mountain Dew

hydrating

Trust the Mountain Dew brand

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Additional Flavors Produced

green apple

sangrita blast

citrus Wild berry

lemonademango

grapefruit

green apple

Traditional Mountain Dew flavor

blue raspberry

kiwigrape

cherry

pomegranate

watermelonstrawberry

blueberry

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Takeaways

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● Need to increase word of mouth and mobile marketing○ Snapchat○ Twitter○ Instagram

● Increase awareness for new flavors● Increase awareness for the differences in the 3 types of

Kickstart● Emphasize health benefits

Segments

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Segments Based off survey results

and focus group

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Segments to Target

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The most attractive segments

are Social and Workers.

Target Audiences

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What Do The Segments Want?Original Kickstart: The Social segment is attracted to the Original Kickstart because it comes in a wide range of flavors and larger cans than Recharge and Hydrating Boost

Kickstart Recharge: The Workers segment is most attracted to Kickstart Recharge because it offers a higher concentration of caffeine than the original Kickstart

Hydrating Boost: The Performance segment is likely to be drawn toward Kickstart Hydrating Boost because it offers slightly healthier benefits than the other types of Kickstart, such as juice, less sugar and fewer calories

Size Can (fl oz) Product Caffeine (mg) Caf per Oz Juice per Oz Calories Cal per Oz Sugar (g) Sugar per Oz

20 Orig. Mtn. Dew 91 21.98% 0.00% 290 14.5 77 3.85

16 Orig. Kick Start 92 17.39% 5.00% 80 5 19 1.19

12 Recharge 68 17.65% 5.00% 60 5 14 1.17

12 Hyd Boost 68 17.65% 10.00% 60 5 14 1.17

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Who Are We Trying To Reach?● Target the Social segment with Original Kickstart

○ This segment is attracted to the wide variety of flavors and the larger can size - larger cans last

longer

● Introduce Kickstart Hydracharge: a combination of Recharge and Hydrating Boost

○ The only difference between Hydrating Boost and Recharge is the 10% juice content in

Hydrating Boost and the 5% juice content in Recharge

○ Combining the two will:

■ Reduce confusion among consumers

■ Increase the number of flavor options consumers can choose from

● Target the Workers segment with Kickstart Hydracharge○ This segment is attracted to the extra boost of energy compared to Original Kickstart and the

added health benefits27

Recommendations

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Social Media #kickstartyourdayTwitter:

High School “Kick Squad”

Refuel Your School

Instagram:

Celebrity Endorsements

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Snapchat

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Kickstart Ambassadors● Distribute Swag and Samples● Hashtags implemented on campuses

○ #KICKSTARTKENTSTATE

○ #KICKSTARTCLESTATE

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Introduce Hydracharge● Introduce Kickstart Hydracharge: a combination of Recharge and Hydrating

Boost○ The only difference between Hydrating Boost and Recharge is the 10% juice content in

Hydrating Boost and the 5% juice content in Recharge

○ Combining the two will:

■ Reduce confusion among consumers

■ Increase the number of flavor options consumers can choose from

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Financial and Operational Plans

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Ambassador Costs

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KickSquad Costs

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Snapchat Costs● Costs vary ● 20,000-5,000,000 square feet● Starting price is $5● Design yourself● $20 per 1,000 video and ad views

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Instagram CostsCosts for celebrity endorsements:

● 100,000 followers: $700 to $900 per photo.

● 500,000 followers: $2,000 to $3,000 per photo

● Fashion-focused Instagramers: $8,000 per photo

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Metrics and Controls

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Tracking Success● Increased sales

● Measure the Following on Hootsuite:

○ Retweets on Twitter and likes on Instagram and Facebook posts

○ Increased use of hashtags on Facebook, Twitter, and Instagram

○ Twitter now has “ View Tweet Activity” to measure the number of impressions your post made

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Questions?

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