Marketing Plan Energize Natural Energy Drinks
Digital Marketing
© 2020 Trilogy Education Services, a 2U, Inc. brand. All Rights Reserved.
Marketing Plan: Executive Summary
Increase sales through new leads by capturing 50,000 new leads in Q4 through paid ads. Users will be encourage to sign up for our email list in exchange for a discount.
Increase brand awareness by gaining 2,000 new followers across our social media channels by Q3 through organic social media giveaways. Increase brand interest by increasing CTR from emails to our website by 10% by Q4. Email campaign will lead users to our ‘Blog’ & ‘Testimonials’ landing page. After being on the site for 3 min., a pop-up will appear to ‘spin the wheel’ for a discount.
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Marketing Plan: Company Overview rink D y g r e n E Energize
cludes all in t a h t k drin f ew energy n a r, instead o is e t e a iz w g t r u e n n o E c . nts, like co ie d e r ide energy g v in o l r a p o t e natur fein ar and caf g u s n o g relyin flavors e v fi in s e com t currently . c u d o r p e , coconut) Th y r r e h c , e ange, lim (lemon, or : ) tributed in is d ly e id s stations a g , It is w n e v le (7-E ce stores n ie n e v n o ) ● C et, Costco g r a t ( s in a ch ● Big box stores ● Grocery 3
Marketing Plan: Market Analysis Market Size Global sales of energy drinks grew to $53.01 billion in 2018. They are forecasted to increase to $86.01 billion by 2026 Energy Drink Sales Forecast 100
75
50
25
0 2018
2020
2022
2024
2026 4
Marketing Plan: Market Analysis Societal trends that could impact changes in the market:
01
Sales of sugar-based drinks have held steady.
02
Diet drinks and flavor innovations are driving category growth.
03
Healthier options are growing market-share, especially among new growth audience groups such as women.
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Marketing Plan: Competitive Analysis Top Competitors
Strengths
Weaknesses
Red Bull
Well known brand with longevity in market, mass distribution, large advertising budget.
Ingredient list viewed as unhealthy by health conscious consumers.
Monster
Well known brand with longevity in market, distribution partnership with Coca-Cola, many flavors.
Lower international sales; though, could change with distribution partnerships.
Rockstar
Well known brand with longevity in market, mass distribution, focus on active and “party” lifestyles.
Growth has slowed dramatically in recent years.
Emerging Competitors Strengths Bang
Niche audience among bodybuilders and other workout enthusiasts, distribution at GNC and other vitamin
Weaknesses Distribution limits them and questions on the true health value of product hinders their value proposition.
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Marketing Plan: Target Audience Target audience demographics Primary target audience:
Emerging target audience:
● Men between the ages of 18 and 34 years consume the most energy drinks.
● Women 25-34 for specialized brands focused on healthier ingredients.
● Nearly one-third of teens between 12 and 17 drink them regularly.
● Athletes looking for healthier options to performance drinks.
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Marketing Plan: Target Audience Personas Greg Age: 26-year-old male Profession: Electrician Regularly buys energy drinks on the way to or from work.
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Marketing Plan: Target Audience Personas Katie Age: 16-year-old female Profession: High School Student Regularly buys energy drinks after school.
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Marketing Plan: Target Audience Personas Elena Age: 32-year-old female Profession: Web Developer Occasionally purchases natural energy drinks after exercise classes.
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Marketing Plan: Objectives Write 3 broad objectives for the overall marketing plan.
1 2 3
Increase sales through new leads - capture 50,000 new leads in Q4 Increase brand awareness by gaining 2,000 new followers across our social media channels by Q3 Increase brand interest by increasing CTR from emails to website by 10% by Q4
Write 3 corresponding KPIs.
1
Number of new sign-ups to our email list
2
Number of new followers across Facebook & Instagram
3
CTR
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Marketing Plan: Marketing Strategies List the marketing strategy and tactics you plan to use to meet each objective. Objective (copy this from Slide #10)
1
Increase sales through new leads - capture 50,000 new leads in Q4
Marketing Strategy
1
Capture new leads through new email signups ups offering a discount on their first order if they fill out the form. The form will appear as soon as the user lands on our website
Tactics
1
Paid search ads, paid Facebook & Instagram ads, display ads
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Marketing Plan: Marketing Strategies List the marketing strategy and tactics you plan to use to meet each objective. Objective (copy this from Slide #10)
2
Increase brand awareness by gaining 2,000 new followers across our social media channels by Q3
Marketing Strategy
2
Organically increase product knowledge through our existing social media channels
Tactics
2
Giveaway! If followers tag 2 friends on our most recent post, and all 3 of them follow our page, they will all be entered for a chance to win free drinks 13
Marketing Plan: Marketing Strategies List the marketing strategy and tactics you plan to use to meet each objective. Objective (copy this from Slide #10)
3
Increase brand interest by increasing CTR from emails to website by 10% by Q4
Marketing Strategy
3
An email marketing campaign with catchy subject lines, captivating previews, and intriguing email body will lead customers to our blog or testimonials, where they can see how our product can fit into their lifestyle. Once users have been on the site for 3 min., a ‘spin the wheel’ will pop up with various discount offers
Tactics
3
Content marketing email campaign, blogs, testimonials, spin the wheel
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The Conversion Funnel Paid social media ads
Social media giveaway
Content email marketing campaign
Awareness
Interest
Consideration
Paid search ads & Display ads
Blog & Testimonials to interest leads
‘Spin the wheel’ for discounts
Conversion
Content email marketing campaign
Re-engagement
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Marketing Plan: KPIs Tactic
Objective for Tactic
KPI for Tactic
Increase sales through new leads - capture 50,000 new leads in Q4
Capture a total of 25,000 new leads form our paid Facebook and Instagram ads in Q4
Increase sales through new leads - capture 50,000 new leads in Q4
Capture a total of 25,000 new leads from our paid search and display ads in Q4
Social media giveaway
Increase brand awareness by gaining 2,000 new followers across our social media channels by Q3
Gain a total of 1,000 new followers on Facebook and 1,000 new followers on Instagram based off of tags for our giveaways
Content email marketing campaign
Increase brand interest by increasing CTR from emails to website by 10% by Q4
Achieve a 23% open rate and a 16% CTR on all Q4 emails
Blog & Testimonials
Increase brand interest by increasing CTR from emails to website by 10% by Q4
Achieve a 10% CTR onto our bogs page from content marketing emails. Achieve a 6% CTR onto our testimonials page from content marketing emails
Spin the wheel
Increase brand interest by increasing CTR from emails to website by 10% by Q4
Activate the wheel to viewers on our blogs and testimonials pages (after being on the site for 3 min.). Of those, achieve a 30% CTR
Paid social media ads
Paid search ads & Display ads
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