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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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Sales Forecast with Sales Comparison
250ml PET
0
50000
100000
150000
200000
250000
300000
350000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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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Sales Forecast with Sales Comparison
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%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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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Communication, Events & Activation
February
1. Speed Live Dhamaka- Concert, Jokes & show little drama
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Communication, Events & Activation
March
1. Speed Live Dhamaka- Concert, Jokes & show little drama
2. Dummy Pack Show in different district3. Sponsorship
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Communication, Events & Activation
April
1. Speed Live Dhamaka- Concert, Jokes & show little drama
2. Dummy Pack Show in different district3. Display contest
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Communication, Events & Activation
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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Communication, Events & Activation
June
1. National Carom Championship
2.
Speed Live Dhamaka- Concert, Jokes & show little drama
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Communication, Events & Activation
July
1. National Carom Championship
2.
Speed Live Dhamaka- Concert, Jokes & show little drama
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Communication, Events & Activation
September
1. Speed Live Dhamaka- Concert, Jokes & show little drama
2.
Dummy Pack Show in different district3. Display Contest
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Communication, Events & Activation
October
1. Speed Live Dhamaka- Concert, Jokes & show little drama
2.
Dummy Pack Show in different district3. Display contest
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Communication, Events & Activation
November
1. Speed Live Dhamaka- Concert, Jokes & show little drama
2.
Dummy Pack Show in different district3. Sponsorship
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Communication, Events & Activation
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
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