Marketing Plan
Chris Critchley, Kelsey Spence,
William Ip & Leslie Wong
Overview








Introduction
Product Analysis
Core Competencies & Competitive Advantage
SWOT Analysis
Target Market & Branding
Marketing Objectives
Promotional Strategy
Conclusion
Introduction
 SWIC is a revolutionary new energy product
 SWIC = Mr. Freeze meets Red Bull
 Premium, adult freezie!
SWIC Mission Statement
“Our high-quality ingredients distinguish SWIC as a
premium energy product. We offer customers a unique
product-experience that is functional, delicious and fun.
Our aim is to enhance the vitality of world!”
Product Analysis
What’s in SWIC?
1) Naturally Delicious Real Juice Flavour
◦ 3 flavours: Very berry, Strawberry-kiwi, and Orange
2) High-Quality Ingredients!
◦ Spring water from High River, AB
◦ No artificial dyes or flavours
◦ Nut-free, gluten-free, dairy-free, egg-free, and soy-free
3) Where does SWIC get its energy-enhancing qualities?
◦ Caffeine:
Naturally occurring stimulant
~80mg per freezie= ~1 cup coffee
◦ Taurine:
Synthetic version of a naturally-occurring
amino acid
◦ B Vitamins :
For healthy metabolism, central to the
normal functioning of the nervous system.
◦ Vitamin C:
Natural antioxidant which contributes to a
healthy immune system.
Core Competencies
1.
Utility
Improves both mental and physical alertness!
2. Taste & Fun
Finally an ice pop for adults with unbeatable flavour!
3. Convenience
Hand-held, perfect for on-the-go snacking.
Competitive Advantage
I.

Caffeine and Energy Competitors
Here are some key players:
Starbucks Tall Brewed Coffee
Caffeine 250mg
Calories 5
Red Bull Energy (250ml can)
Caffeine 80 mg
Calories 110
Sodium 200 mg
SWIC (one freezie, 125ml)
Caffeine 80 mg
Calories 140
Sodium 10 mg
Monster Energy (473ml can)
Caffeine 160mg
Calories 220
Sodium 360mg
Awake Chocolate (1 bar)
Caffeine 110 mg
Calories 230
sodium 36mg
5 Hour Energy Shots (59ml)
Calories 200mg
Calories 4
Sodium 18mg
II. Frozen Products

Almost always high in sugar and artificial colouring and flavour

North American favourite, marketed to kids
 Mister Freeze
-traditonal ‘old school’ freezie
-very inexpensive
 Popsicle Brand Products
-many varieties
-fairly inexpensive
 Electrolyte Pops
-Chapman’s Sport Pops
-Squenchers electrolyte freezies
-‘recovery’ product for men
SWOT Analysis- Internal Factors
Internal
Factors
Strengths
Weaknesses
Marketing
-Premium ingredients
-Utility, taste, convenience
-Great novelty aspect, only one of its
kind on market
-Product will be sold at right place and
right time
-Huge summer revenue potential
-Need to push new idea
-Traditional freezies are inexpensive
-Not everyone likes energy beverages/ not
recommended for children or pregnant
women
-Must keep at extremely cold temperatures
-Lower sales projected in winter
Finace
-Premium price with high profit margin
-Huge potential for growth
-No real economies of scale
-Current budget may restrict expansion
-Competitors with bigger budgets
SWOT Analysis- External Factors
External
Factors
Opportunities
Threats
Consumer/
Social
-Growing demand for energy products
-Demand for frozen, convenient foods also
growing
-Target easy to reach via social media and
in-person events
Economic
-Consumer income relativity high in North
America
-Target market have high level of
disposable income
-Premium price may limit access to mass
markets
-There are people who are intimidated by
energy products, or feel they are
unhealthy
-Competitors may enter market
-Target group generally younger and
income not as high
Legal/
Regulatory
-Canadian health regulations help
eliminate risks and foster consumer trust
in Canadian energy products
-Energy products need to be consumed
and sold with care
Target Market

First target market:
-18-28 years
-live in/near city centre
-lower-mid income

Secondary target market:
-28-34 years

Psychographic:
-willing to try new things
-not intimidated by energy products
-its hip to consume SWIC

Behavioural:
-life filled with events, sports, work and study
-consumer is active, and health conscious
-buy SWIC for boost of energy, and cools body
temperature
Branding
 Energetic and youthful! Focus on unique functional
benefit for physical activity, studying, working, driving
etc.
 SWIC is hip and found ‘where the party is’. Sold at
popular events all across the country
 Logo evokes the mountains and snow = West Coast of
Canada
 Bright colours and silver help convey the vitality of
SWIC!
Marketing Objectives
IMC Objectives:
 Promote the brand high energy and high temperature.
Ex. club nights, raves, sports events, gaming and comic
conventions.
 Promote heavily online (social media, website)
Current Objectives:
 To build a loyal consumer base.
 To be the consumer’s first choice energy product
 To be the top choice for a refreshing, and convenient
frozen snack food.
Future Objectives
 New flavours, electrolytes
 Expand sponsorship portfolio: become a main sponsor of
various events where SWIC will be sold and distributed,
increasing our exposure.
 Increase distribution: we hope to expand to different areas of
North America and the
world!
Pricing Strategy
•
$3.99/SWIC
•
Production Cost: $1.50/SWIC = GREAT PROFIT MARGIN!
•
Break Even Quantity: 8,000 packs of SWIC = $32,000 revenue
Corporate Goals
1. Enter the market; grow customer base and distribution,
and hit break even point by third quarter 2014.
2. Increase productivity and achieve scalability.
3. Maintain our position as the highest-quality energy
freezie brand in the world.
4. Enter new geographical markets.
5. Attract investment in SWIC, aim for an IPO ~2017.
Distribution Strategy
 Individual freezies (125ml)
 Aim is to distributed in large and small-scale retail
operations throughout Canada: 7-11, Safeway and Costco
 Larger stores- 6 and 18 pack sizes
 Sold individually in gas stations, convenience stores, gyms,
specialty stores
 Branded freezers for retail stores
 Gas stations perfect for summer heat sales,
energy for long drives
Promotional Budget 2013
$50,000 first year promotional budget:

$5000 for branded freezers strategically place in busy convenience stores

$5000 will go strictly to online advertising and web maintenance

$40,000 in-person event promo throughout the year, majority during the summer
(inc. travel/ expenses)

Attend events with our promo truck, and set up promo booths. Funds used to
produce/ maintain the ‘kiosks/booths’
Promotional Program
 New on the market
 Attend large and small events
 Online active presence
 Support sponsorship partners
 Event marketing and sponsorship is a valuable
promotional tool
Sponsorship Mock-Up:
Centre of Gravity Festival
Promo Video
http://www.youtube.com/watch?v=g9fY_n
JVgVA
Conclusion
◦ SWIC is the most exciting product to hit the streets in
years!
◦The time to get involved with SWIC is now!