BA 4700
MARKETING MANAGEMENT
L.P.CHEW
Industry
Background
• Rapidly Growing, Highly Profitable
• More than 200 types of energy drinks
available in U.S.
• $3 billion annually in drink sales
• Target Market- men and women 21-35
Competition
• Current leader- Red Bull with a 59%
Market share
• Our share- 0.04%
• Other competitors- Rock Star, Full
Throttle, Sobe, PimpJuice, and Monster
Company
Background
• Anheuser-Busch has been in
the beverage bottling
industry since 1852
• Wide line of beer products
including Budweiser and
Michelob
• Ranked at #75 on the Forbes 500 list with sales of
$13,566,000,000 and profits of $1,933,800,000 in 2003
Problems and
Opportunities
•
•
•
•
Strong Market Leader to Overcome
Health Risks associated with the product
Loyalty to Red Bull
AB is a strong name and has high brand
loyalty in the beer industry
• Economies of Scale
» $200,000,000 +
• Distribution Channels
Promotional
Objectives
• Our target market
college age students
21-28
• Communication
Objective
Red Bull $120,330,056
- Create a buzz within
the college age
$11,461,379 5.0%
consumer group
• Market Share Objective
- Achieve a 5% market
share by the end of
a 15 month
promotional period 180
$785,026
• Sales Objective
- increase sales to
59.2%
#1
#5
0.4%
#15
Budget
• Promotional campaign will be estimated
at $13,325,000
– Anheuser Busch spends over $330 million
dollars annually on advertising
•
•
•
•
Print budget- $205,000
Television Budget- $5,800,000
Event Budget- $325,000
Hawk Team Budget- $7 million
Promotional
Plan .
• Print Advertising
- Run in 3 major magazines
• Television Advertising
- Advertisements run during
prime time television,
extreme sporting event
and MTV
• Event Advertising
- campus tours, clubs and
radio stations by spokesperson
• Hawk Team
Managing
Promotional
Plan
• Project Managers
- Print Ad group, Commercial group, Event
group, The Hawk group
• Weekly updates
– Group Meetings
• Monthly Reports
– Entire Promotional Team
Evaluate
Effectiveness
• Market Share
- Currently 0.4% of the market
want to increase to have 5.0% market share
• Sales Volume
- $11,461,379.60
• Customer Response
- brand awareness