Speed 2010

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Brand Marketing Plan ofSPEED 2010

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Introduction

SPEED is carbonated beverage. It is treatedas Energy Drink. SPEED started its journey

on April 2006. Now it is 2nd in position bybrand awareness and volume sales. Uniquepackaging is the main strength of SPEED.

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Covering Points

Brand Marketing Strategy Documents:

- Brand Information- Major Competitors- Target Group- Market Size- Market Segmentation- Competitive analysis- Market Growth- SWOT Analysis

- Positioning- Brand Marketing Plan- Sales Analysis- Budget- Control

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Brand Information

Product : Carbonated Beverage

Brand : SPEED

Company : Akij Food & Beverage Ltd

SKU : 250ml (CAN) & 250ml (PET)

TG : Age 20 to 38+

Pay Off Line: Habby Energy

Positioning : Energetic, Recharging

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Target Group

Occupation : Service

Lifestyle : General but showing tendency

Attitude : Life is enjoyable

Fashion : Common

Sports : Carom, Cards

SEC : B+& B

Knowledge : Not so educated

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Major Competitors

Tiger

Black Horse

Big Boss

Shark

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Market Size

Total market Tk 380 crore per anum

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Market Segmentation

Urban

Semi Urban

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Competitive Analysis

Brand Amount(Crore/year

)

%

Tiger 240 63

SPEED 70 18

Big Boss 36 9

Shark 24 6

Others 10 3

Total 380 100

Market Share

Tiger

Speed

Big Boss

Shark

Others

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Market Growth

Energy drink market growth is 33%

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SWOT Analysis

Strength- Unique packaging

- Latest technology

- Brand Image

- Market leader in 250ml CAN

Weakness- Shortage of production capacity

- Distribution problem

- Poor coverage

- Lack of experience in production planning

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SWOT Analysis

Opportunity- Increase brand image

- Grasp market share by using its brand imageand packaging

Threat- Market leader launched new brand with high

celebrity image.

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Positioning

Low

High

Low High

Brand Image

Quality

T

SP

BH

SK

SP

T- Tiger

SP- SPEED

BH- Black Horse

SK- SharkBB- Big Boss

BB

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Brand Marketing Plan

Vision

Mission

Objectives

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VISION

SPEED will be Market leader in energydrink segment by five years.

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Mission

- Increase 40% market share by next 2 years

- Top of mind brand recall by next 2 years

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Objectives

Increase 16% volume share bynext one year

Top mind brand awareness 50%by next one year

Icon of branding by one year

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Increase 16% volume share by next one year

Focus on increasing numeric distribution by supporting thesales team with timely activities

Stimulate trade through innovative below the line activitiesand promotions

Focus on distribution channel on sales operation Focusing on increasing numeric distribution by supporting the

sales team with timely activities

Motivate the sales force through educational initiatives andincentive programs

Engage distributors through relationship building activities totake ownership of brand to push for growth

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Top mind brand awareness 50% by next one next year

Increase overall brand awareness by harnessing the newcampaign and exploiting the appropriate media

Activate the brand through street activation like SPEED LIVEDHAMAKA

Establish as Recharging Icon as the singular communicationand activation platform

Bring the brands to life by harnessing activation ideas acrossthe full spectrum of the target audience

Extensively exploit outdoor branding opportunities to create

top of mind brand awareness

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Icon of Branding by one year

Increase branding where target audience visit

Arrange street concert regularly Picnic spot branding for maximum exposure

Increase visibility through shop branding, displaycontests and inshop merchandizing

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Sales Forecast with Sales Comparison

250ml CAN

0

20000

40000

60000

80000

100000

120000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Months

Volume

200820092010

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Sales and Forecast growth Analysis

250ml CAN

Base on 2008

-200%

0%

200%

400%

600%

800%

1000%

1200%

Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Months

Percentage

Grow th;09 Grow th'10

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250ml PET

0

50000

100000

150000

200000

250000

300000

350000


Months

Vulume

2008 2009 2010

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Sales and Forecast Growth Analysis

205ml PET

Base on 2008

0%

1000%

2000%

3000%

4000%

5000%

6000%

7000%

8000%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecMonths

Percentage

Grow th'09 Grow th'10

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Sales Forecast with Sales Comparison (in Crore)

Year Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2008 5.85 4.23 13.03 12.13 17.23 11.71 17.51 12.26 33.40 24.05 4.51 20.69

2009 2.11 2.82 5.42 9.61 7.86 6.58 8.21 5.3 9.36 10.29 12.23 12.23

2010 6.86 8.08 10.51 13.47 13.47 11.73 11.73 9.55 18.6 12.51 13.21 6.86

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Total SPEED

0

20000000

40000000

60000000

80000000

100000000

120000000

140000000

160000000

180000000

200000000

Jan

Feb

Mar

Apr

May

Jun Ju

lAu

gSe

pOc

tNo

vDe

c

Months

Value

2008

2009

2010

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Sales and Forecast growth Analysis

Total SPEED

Base on 2008

0%

500%

1000%

1500%

2000%

2500%

3000%

3500%


Months

Percentage

Grow th'09

Grow th'10

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Marketing Mix

Product

Product- Carbonated Beverage Familiar in Energy Drink

Raw Material- Fir Manish, Switzerland

Bottle- Sipa Italy

Closer- Food Graded Resin (Korea)

Machine- Krones GermanyProduction Capacity- 36000 cases/day (all CSD)

72000 cases/day from April (all CSD)

Price

Price is always competitive

PlaceAll A,B & C category outlets

All HoReCa

Coverage urban and sub urban areas

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Promotion

TVC

RDC

Press

Magazine

Trade Promotion

POSM

Outdoor Branding

Events

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Outdoor Branding

Billboard

Shopsign

Lightbox

Passenger Shed Branding

Bus Branding

Road Show

Smoking Zone Branding

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Communication, Events & Activation

January

1. New Year Celebration- Concert

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February

1. Speed Live Dhamaka- Concert, Jokes & show little drama

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March


2. Dummy Pack Show in different district3. Sponsorship

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April


2. Dummy Pack Show in different district3. Display contest

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May

1. Mega Concert- Anti drug campaign at any suitable stadium

2. Speed Live Dhamaka- Concert, Jokes & show little drama3. Sponsorship

4. Display Contest

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June

1. National Carom Championship

2.

Speed Live Dhamaka- Concert, Jokes & show little drama

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July

1. National Carom Championship

2.

Speed Live Dhamaka- Concert, Jokes & show little drama

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September


2.

Dummy Pack Show in different district3. Display Contest

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October


2.

Dummy Pack Show in different district3. Display contest

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November


2.

Dummy Pack Show in different district3. Sponsorship

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December

1. Victory Day Celebration- Concert, Promote Skating

2.

Speed Live Dhamaka- Concert, Jokes & show little drama3. Christmas Day Celebration- at few hotels

4. Sposorship

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Control

Closely monitoring all activation andpromotional work

If require made some research work

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Thank You

Speed 2010

Documents

Transcript of Speed 2010