HAYOP SA SARAP! HAYOP SA ENERGY!

Sting

Delicano, Ryan Dave A,Madcasim, Abdullah

• Sting Energy Drink is a carbonated energy drink from Pepsico international.

• Sting is available in three flavors, such as original Gold Rush, Gold (with ginseng), Power Lime (kiwifruit lime) and Berry Blast (Strawberry).

• After the launching of sting in Pakistan, Pepsico started a wide spread campaign, which included road advertisements and TV commercials.

• Starting from Karachi, the Hummer (advertising vehicles) travels through different areas and offers free sting energy drink people on the roads.

• The TV commercials was shot in Malaysia in which a person is shown generating electricity and charging a car battery after drinking the sting energy drink. It airs on all Pakistani TV channels.

EXECUTIVE SUMMARY

• Sting Energy Drink is a carbonated energy drink from PepsiCo International.

• Sting Energy Drink aims to provide hardworking individuals with energy to get them going through the day.

• It sharpens the mind and body to endure taxing situations.

• Sting is a refreshing energy drink that gives you a positive kick.

• Sting Energy Drink was the first delicious, fruit-flavored, ready-to-drink energy drink that is affordable.

STINGEnergy Drink

How did PepsiCo came up with sting?

• They checked the loop holes in energy drinks market and tried to fix it from the product.

• Earlier energy drinks was considered as a sour drink which people take to energize themselves and to wake up late at night.

• Sting added better taste in it.

• They have made it full of flavor with ingredients of energy drinks as well.

• People in large loves it taste and most of them have started drinking energy drinks after the arrival of Sting.

• They have introduced two flavors in energy drinks which we believe compete all energy drinks available in market.

• For competing Red Bull they have introduced their red berry flavor in red can.

• Taste is awesome and that is the people’s favorite flavor energy drink.

• For all others who used yellow color and have their own specific taste, Sting yellow is exactly the same, might be little better in flavor.

How did PepsiCo came up with sting?

• Most important about Sting to catch the mass market is its rates.

• They are one of the cheapest energy drink in the market except a few like Booster and Ozo.

• Sting can is of Rs.60/- If a less price energy drink came in market, people would think about its quality and might not go for it.

• But when a big company like Pepsico came up with energy drink, whether its price low, people won’t question about its quality.

How did PepsiCo came up with sting?

• Type: Carbonated Energy Drink

• Flavor: Strawberry (original)Strawberry (with ginseng)Gold Rush (original)Gold Rush (with ginseng)Sting Pro (isotonic drink, chanh muối flavor)Kiwi LimeSting Powepacq

• Availabe in: 250/300 ml tin can 330ml bottle

• Packaging: It comes in a no slip, hard plastic bottle and is packaged as a soft drink.

ProductFeatures:

Ingredients:

• Carbonated water, Sugar, Citric Acid, Artificial flavour, Maltodextrin, Sodium Citrate, Sodium Hexametaphosphate, Taurine, Potassium Sorbate, Caffeine, Sodium Benzoate, Tartrazine, Inosital,Calcium Disodium EDTA, Modified Food Starch, Panax Ginseng Extract, Niacinamide, Sunset Yellow, Pyridoxine Hydrochloride and Cyanocobalamin.

Nutritional Information:

Product

Per Serving

Energy(Kcal) 154

Carbohydrate (g) 39

Vitamin B3 (mg) 7

Vitamin B6 (mg) 0.7

Vitamin B12 (mg) 0.9

Ginseng Extract (mg) 6.7

Inositol (mg) 14.8

Taurine (mg) 90.5

Type: Php(Philippine Peso) RS(Rupees)

Bottled 20 40

Tin Cans N/a 60

Price

Product

Product(Other Forms)

Sting Energy Drink PTM(Prime Target Market) 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

Also, male teenagers and people in their 20s are most likely to believe in the fact that energy drinks will give them the boost they need.

Target Market

• “HAYOP sa SARAP! HAYOP sa ENERGY”

• You will be able to do things you never thought you could do!

• You can now push yourself and become more than you expected and have more energy when you thought you are already out! 

Brand Positioning

• Telivision: 4 or more commercials. Sting Energy Drink says that you can jumpstart any machine by drinking it.

• Radio-DZMM,DZBB 594

• Internet

• Print

Localized Activation

• Hummer(advertising vehicles)

Starting from Karachi, theHummer travels through different areas and offers free Sting energy drink to people on the roads.

Media Use

Storyboard

• In the spirit of the festive season and to jump start the New Year, popular international energy drink brand STING debuted its brand new youth based campaign, “JHATZZZKA Dance move”, on 18th December 2012 across Pakistan.

• Celebrating the JHATZZZKA Dance Move Campaign, Sting held an interactive activation at Atrium Karachi on 24th December 2012 where youth icon Ali Safina was present to judge the JHATZZZKA Dance Moves.

Creative Strategy

• Sting Energy Drink With Moringa (“Malungay”)

• The product was launched on March 25 across different networks, featuring Manny in a mock press conference where he revealed that Malungay helps him feel faster, stronger and braver.

• "Pacquiao Positive" campaign

•  The effort revealed that eight-division world boxing champ Manny Pacquiao, a native hero in the Philippines, had "tested positive" for Malunggay, Sting PowerPacq's key ingredient.

Creative Strategy

Promotions

Also:Public RelationsPersonal SellingWords of MouthFreebies

• The JHATZZZKA campaign is a one of its kind celebratory campaign in this festive season, asking the youth to let loose and to have good healthy fun, showing Pakistan their one unique, energy fuelled dance move!

• A remarkable 100 percent sales growth of Sting's Gold variant, and corresponding brand equity results, underscore Malunggay and Pacquiao as locally relevant differentiators for the brand.

• Sting Energy Drink’s market share is about 5%.

Results

• With Sting energy drink, Pepsico Vietnam continues to lead energy drinks with a 34% share of off-trade value sales in 2010. In 2011, PepsiCo Vietnam reinforced Sting energy drink with Sting Red is the hero.

Other Results