Creative Strategy Energy Drink

8/4/2019 Creative Strategy Energy Drink

http://slidepdf.com/reader/full/creative-strategy-energy-drink 1/23



• Product’s name: Osis o Osis is become from Osmosis It’s short and easy to

recall the product name. This energy drink can

osmosis immediately by using Xanthine, Vitamin B,Glucose, Ginkgo and unique taste to make consumerfeel refresh and energetic.

•Slogan : Life never stop (

ออสโมซิส ชีวิตไม ่มีหยุด

)

• Place : 10 Baht



• Demographic o Sex: Male & Female o Age: 18-45 years old o Occupation: Student and Workero Income: Middle Class to Upper class (7000 Baht

to upper)



• Psychographic o Our product is for people who work hard and want

to find something to fulfill their energy and help

body repair immediately because it has Xanthine,Vitamin B, Glucose, Ginkgo which are useful tohealth.

o For people who love to get drunk, it can be a

mixer like Coca-Cola.



• Price: 10 Baht per 1 bottle • Product: 150 ML. (caffeine 50 mg.) • Promotion:

o Sweepstake (1bottle cap 1million baht) o Bundle Pack o Sampling



• We will put the product in :o Convenient store

7-11 108 shop Lotus Express

o Hypermarket Makro

Big C

Tesco Lotus o Retail shop (Grocery)



• Strength: Our product have a unique taste. Ginkgoessential is the one of the important elements that makeits health benefit.

• Weakness: Poor brand awareness, Osis is a newproduct. So customers do not know our product well

• Opportunity: Energy drink market is expanded toteenagers who is student, not only the worker because itcan fulfill and cell repair when they study hard and sleep

late on night.• Weakness: Bad image in energy drink. It’s looking low-

class when people consumer it like a labor or hardworker.



• To give an excitement, attract consumersattention to our product and also remove badimage by unique screen logo with brightnesscolor and strong font on plastic cover all ofbottle that can make customer feel fresh whenthe see this energy drink.



Budget 13 Millions Baht for advertising Channel to Advertising • Print Ads • Magazines ( Men’s Health, FHM, etc.) • Newspapers • Games

o Team fortress o Dirt 3



This picture represent to Team Fortress game, it’s will be one of item in this game sowhen the player drinks OSIS he can run faster and have more concentrate to the

enemies.



If you consider to the rifle gun, it more longer than original. It’s mean that when this sniper drinks OSIS, he can kill the enemies like pick a leaf from trees.



This print advertising will appear in the middle of page of men’s magazine (FHM,Penthouse, Zoo and etc.)



It will appear on this newspaper in the page that most of man would like to see it. So,OSIS try to grab awareness from the audience from mass media.



OSIS add the product in game to introduce the product benefit to player.



OSIS put logo into dirt 3 car to introduce the new energy drink. So Dirt 3 players will knowthe name of OSIS energy well.



The main objective for Osis, this year will be outlined in phases, with threephases in total and with the first phase starting in January of this year. Phase 1: (January – April)

Length of time: 4 months• Objective: Create Awareness : Gain 50% brand awareness in first 4month

• Strategy: Consider the effective communication channel tocommunicate product benefit to target prospect.



Phase 2: (May – August) Length of time: 4 months • Objective: Build a good image of brand and make the customer can

recall our product. • Strategy: Osis will announce the start to our CSR Campaign for drink

don’t drive campaign for decreasing the percentages of accidents onroad and also have free tutorial for all student in the entrance touniversity period. The announcement will come via Magazine, Printads, and newspapers, etc.



Phase 3: (September – December)Length of time: 4 months • Objective: Expect to achieve 5-8% market share in the first year. • Strategy: Create special campaigns, promotions with key channel

throughout the year. There are magazine, print ads, newspaper aswell as a wide array of sales promotion tactics that will ensure ourtarget of 5% - 8% by 4 months time.



• There are Thairath and Kaosod to be my channel inadvertising.

• The reason choose Thairath because the highestreadership. • CanGain 50% brand awareness in first 4 month and

achieve 5-8% market share in the first year. • We choose KaoSod because it has low cost for

advertising but I can select all position in the newspaper.

• We use Fighting Strategy.



• FHM is top magazine in men market and lowest in CPM

• Can reach many readership • Men’s Health match with target lifestyle Play Boy is top

magazine for Male and have the most readership.Additionally, the lowest CPM in all magazine

• Rush and Gossip are for teenage and Cheap CPM inthe teen market and it cover market objective

• I also use Flighting Strategies to promote ads inmagazines.

Creative Strategy Energy Drink

Documents

Transcript of Creative Strategy Energy Drink