Xs Energy Drink Marketing Plan

In: Other Topics

Submitted By jgat01
Words 5453
Pages 22
XS Energy
Marketing Plan
Erin Moller
Bryant Johnson
Sam Kunjummen
Megan Victorson

Bryant Johnson Erin Moller Sam Kunjummen Megan Victorson
University of Minnesota-Duluth

.
.
.
.
.
.
.
.
.

TABLE OF CONTENTS
Executive Business Summary 1
Mission Statement
History of XS Energy
Growth of the Business
Market Potential
PRODUCTS 2
13 Flavors of XS Energy Drinks
Situational Analysis 3
Internal Strengths and Weaknesses
External Opportunities and Threats
MARKET ANALYSIS 4
Target Market Identification
Market Demographics
Product Market Grid
MARKETING STRATEGIES 5
Product Strategy
Price Strategy
Promotion Strategy
Distribution Strategy

FINANCIAL SUMMARY 6
Cost Structure
Life Cycle Analysis
Break-Even Analysis
IMPLEMENTATION PLAN 7

APPENDIX A Competitor Analysis APPENDIX B Survey Results
Executive Business Summary 1
Mission Statement
The mission of XS Energy is to market an alternative to high sugar energy drinks. Rather than getting energy from sugar and carbohydrates, it’s packed with B-vitamins and amino acids that are healthier and still give you the boost you need. Currently XS Energy drinks are sold independently in cases, but the objective to our marketing plan is to reach a younger demographic by supplying to college campuses and offices, while still maintaining our private status.

]
History of XS Energy
In 2001, XS Energy Drink was launched into the U.S. market. During the first year the drinks were marketed through retail outlets primarily in the Western U.S. Our mission was to find people who could “sample the drink and tell the story, making a personal connection with the business” (David Vanderveen, co-founder of XS Energy Drinks). XS Energy was the first energy drink brand to hit the market with a variety of flavors, now totaling 13…...

Similar Documents

Energy Drinks in France

...L ES B OISSONS É NERGISANTES Étude de marketing stratégique de trois principaux concurrents sur le marché des boissons énergisantes : Red Bull, Burn & Dark Dog. Barbé Charles - Diep Albert - Jagmohan Dishnu Laruelle Alexandre - Régnier Quentin 12/10/2010 – ISCID 2 Promotion JFK Table des matières Introduction............................................................................................................................... 2 I) Les boissons énergisantes d’aujourd'hui ..................................................................... 3 1.1) L'environnement des boissons énergisantes ................................................................. 3 1.2) La demande : quels sont les acheteurs ? ....................................................................... 5 1.3) L'essor de la concurrence depuis 2008 .......................................................................... 6 II) La stratégie marketing des 3 principaux acteurs du marché ............................. 11 2.1) La stratégie marketing de Red bull ............................................................................ 11 2.2) La stratégie marketing de Dark Dog .......................................................................... 14 2.3) La stratégie marketing de Burn .................................................................................. 16 III) L’analyse du marketing-mix des vendeurs de boissons énergisantes .............. 20 3.1) Politique de produit ..............

Words: 8523 - Pages: 35

Cogave+Energy+Drink+Marketing+Plan

...healthy, and effective energy drink. The product strategy is defined in this marketing plan. | | Chad Rodriguez, Alvaro Alvarez, John Paul Mejia, Sabrina Casillas, Huda Tanjung | 5/26/2011 | | Table of Contents I. Executive Summary 3 II. Company Analysis 3 Mission Statement 3 Company Location 3 III. Situational Analysis 3 External Market Environment 3 Economic Environment: 3 Technological Environment: 3 Political Environment: 4 Cultural / Social Environment: 4 Natural Environment: 4 SWOT Analysis 4 IV. Competitive Analysis 5 Competitors’ Advantage: 5 Perceived Advantage: 6 V. Customer Analysis 7 Product Market 7 Product Type 7 Customer Type 7 Customer Needs 7 Geographic Area 7 VI. Target Market Strategy 7 Target Market 7 VII. Positioning Strategy 9 Future Target Market 10 VIII. Marketing Mix 11 Customer (Product) 11 Cost (Price) 12 Capabilities (Place) 14 Competition (Promotion) 15 IX. Action Plan 16 X. Long Term Objectives 17 I. Executive Summary The Cogavém brand was inspired by a growing demand for a natural and healthy alternative to the current energy drink market. Our flagship product, Cogavém, includes three essential ingredients: maqui berry for energy, coconut water for hydration, and agave nectar for flavor. Our company recognized the need for something different - an energy drink that is actually good for you. Consumer demand for energy drinks continue to grow......

Words: 7242 - Pages: 29

Marketing Plan for Smoothie Drink

...FruitLift’s Marketing Plan Picture of various fruits Picture of various fruits Yesenia Haro, Gabi Radanava, Dylan Nein Marketing 230 Section 1 Introduction to Marketing Professor Gary L. Hunter April 15, 2012 Illinois State University Executive Summary The following report analyzes the product FruitLift that we created for this project. The purpose of this project is to determine what factors influence successful marketing. We also determine if marketing successfully in one environment means can be translated into success in another environment. We will first introduce the product. Following that we will describe the situation analysis of FruitLift: we will describe the internal and external environments of FruitLift. We also explain different strengths, weaknesses, opportunities, and threats of FruitLift. Next we will describe the marketing plan of FruitLift. To do this we will begin with the target market and why we choose that market. Following that we will describe the product strategy and promotional strategy. At the end of this section we will describe the supply chain of FruitLift. The marketing plan is supplemented by what we have learned in class and from the textbook throughout the semester. Introduction Many college students spend their nights studying for a test as well as finding a way to keep themselves awake. Keeping yourself awake while studying can be quite challenging. However, there is always a solution for a simple problem. From now on, college......

Words: 5565 - Pages: 23

Energy Drink Marketing Report

...Executive summary This report provides analyses of the fast growing energy drink market and the top two companies of this sector, they are: Red Bull GmbH and Hansen Natural. The two companies sell Red Bull and Monster Energy drinks respectively. We will explore both company’s background information and their strategic marketing of differentiating from traditional soft drink industry and within the energy drink market itself. We found that the macro and micro environment of the industry and company is influenced by the changing household structure, the health focus of the customer, power of distributors, competitors and regulations. Furthermore, we find that core market segments of the two companies are different. Red Bull focus on a premium position and their target markets are students, workers, athletes and clubbing crowds. Monster on other hand use their focused marketing and product variation to appeal to the extreme sports fan, teenagers and people who dislikes the taste of the common energy drinks. We determined Red Bull is employing the concentrated targeting strategy with a single product, and Monster is using differentiated targeting strategy with their range of drink variations. The positioning strategies of the two companies further highlighted their difference. Red Bull place importance on image differentiation, and drive through their premium product and pricing position through global leadership position. Monster is equally focused on product differentiation......

Words: 3875 - Pages: 16

Energy Drink

...Estimation of the term structure, (cubic spline). Predict the standard deviation of stock returns for next week, (basis for risk management). - You know the theories, but it will take you half a “term paper” to get an answer if you have not tried it before. 4 / 17 Structure of the Lessons 15 lessons (2 hours lecture and exercises) 14 has the following structure: 1. 2. 3. 4. E-lec: Review of last weeks exercise E-lec: Financial theory and Excel for next exercise You solve the exercises (guiding solution available) Physical lecture: Your questions / problems / Homepage... Very exercise based • Little reading, lots of “hands on” computer work • Exam on computers, (like exercises) • Hence: Excel-routine raises your grade. 5 / 17 2 Plan for the Lessons • Lesson 1: – Lec 1.1 (now) (physical!) – Lec 1.2 Excel functionality (online) • Lesson 2: – Lec 2.1 Financial and statistical issues (online) – Lec 2.2 Introduction to VBA (online) • Lesson 3-14: – Lec x.1 Review of Exercise x-1 (online) – Lec x.2 Intro to Exercise x (online) • Lesson 15: – Lec 15.1 Review of Exercise 14 (online) – Lec 15.2 Exam info/questions (physical/online?) 6 / 17 E-lecture: Pros/cons Pros: • • • • • Flexibility w.r.t. time: lectures “on demand” Flexibility w.r.t. place Reviewing possible Faster lectures (although ...) We have time for more questions/problem solving Cons: • Harder to keep attention (or?) • Lectures appear slower ... • No questions (delayed......

Words: 851 - Pages: 4

Energy Drinks

...Energy Drink Case 1. (a) What are the strategically relevant components of the global and U.S. beverage industry macro-environment? The strategically relevant components of the global and U.S. beverage industry macro-environment: • Global beverage companies such as Coca Cola and PepsiCo had relied on such beverages to sustain in volume growth in mature markets where consumers were reducing their consumption of carbonated soft drinks.   • Coca-Cola, PepsiCo, and other beverage companies were intent on expanding the market for alternative beverages by introducing energy drinks, sports drinks, and vitamin drinks in more and more emerging international markets.   • Beverage producers had made various attempts at increasing the size of the market for alternative beverages by extending existing product lines and developing altogether new products. • Expanding the market for alternatives beverages and increasing sales and market share, beverage producers also were forced to content with criticism from some that energy drinks, energy shots, and relaxation drinks presented health risks for consumers and that some producers’ strategies promoted reckless behavior, the primary concern of most producers of energy drinks, sports drinks, and vitamin-enhanced beverages was how to best improve their competitive standing in the market place. • Rapid growth in the category, coupled with premium prices and high profit margins made alternative beverages an important part of beverage...

Words: 291 - Pages: 2

Marketing Plan for Launch of Sports Drink – Sun’s Sports Drink

...with the country in which she/he conducts business 多中心取向:一个东道国的心态,经理发展更密切关系的国家她/他进行业务 Geocentric orientation: a global mindset where the manager is able to understand a business or market without regard to country boundaries 地心方向:全球思维,经理可以了解一个业务或市场不考虑国家边界 Managers should strive to adopt a geocentric orientation. 经理应该努力采用地心方向。 Cultural Orientations Influence? 文化取向的影响? Everyday Behavior 日常行为 Interpersonal exchanges- greeting and parting rituals. 人际交流——问候和离别的仪式。 How far apart to stand, what to say, and whether to touch or smile. 相距多远站起来,说什么,是否触摸或微笑。 Ceremonies may vary as a function of the age, gender, and status of the greeters. 仪式可能不同作为函数的年龄、性别、地位的服务员。 Value-chain operations, such as product and service design, marketing, and sales, e.g. red may be beautiful to the Russians; it is the symbol of mourning in South Africa. 价值链的操作,如产品和服务设计、营销和销售,如红色可能是美丽的俄罗斯人;它是在南非的象征哀悼。 Gift-giving rituals- inappropriate items such as knives or scissors imply cutting off the relationship or other negative sentiments; chrysanthemums are typically associated with funerals; and handkerchiefs suggest sadness. 送礼的仪式——不恰当的物品如刀或剪刀意味着切断关系或者其他负面情绪;菊花通常与丧葬有关;和手帕建议悲伤。 Example: How National Culture May Influence Human Resource Management 例子:民族文化可能会影响人力资源管理 The following HR practices vary greatly among cultures: 下面的人力资源管理实践因人而异文化: Teamwork 团队合作 Lifetime employment 终身雇佣 Pay for performance system 支付系统性能 Informal communication 非正式沟通 Organizational......

Words: 365 - Pages: 2

Mkt 421 – Marketing Plan - Pepsi B Energy Marketing Plan: Phase One

...Marketing Plan STUDENTS MKT 421 University of Phoenix DATE Professor Pepsi B Energy Marketing Plan: Phase One Pepsi is performing a marketing control of their recent release of the Pepsi Diet Slim can, evaluating the successes and the failures of product. Based on the market successes of the Pepsi Diet Slim can, Pepsi is planning to develop a sugarcane-based Pepsi energy drink consisting of vitamin B12 and other B vitamins. This new product is packaged in a format similar to the Pepsi Diet Slim to offer a new look to Pepsi’s soda cans and to compete with the irregular shapes of existing energy drinks. Pepsi B Energy is to cater to customers who want to drink a healthier Pepsi. Pepsi B Energy’s Marketing Plan Phase One is designed to develop the basics of a marketing strategy for Pepsi B Energy. Pepsi B Energy’s Marketing Plan Phase One provides an overview of PepsiCo, a brief description of the product, the importance of marketing for PepsiCo, a SWOTT chart for Pepsi B Energy, and the preferred marketing research approach for Pepsi B Energy. PepsiCo Pepsi was founded in 1898 by a druggist from North Carolina named Caleb Bradham. Through a series of acquisitions and other business dealings, Pepsi became PepsiCo. PepsiCo currently produces a variety of beverages, many in partnership with other companies. PepsiCo sell soft drinks, juice drinks, sport drinks, bottled and enhanced waters.......

Words: 7771 - Pages: 32

Marketing of Energy Drink

... | Career Summary: Dedicated professional with 12+ year's solid Business Management Experience in Sales and Marketing field with Multi Diversified Industries. Professional Experiences: 1. Chief Executive Officer.- Moinul Corporation , July 2000 – Present (12 years 2 months) Dhaka- Bangladesh. We are marketing & sell the product & services for various companies as well as we also supply the various product & services as per corporate companies’ requirements. Our Company has been sourcing & selling, buying the various products for the market in Bangladesh & international firms from Bangladesh for the last 12 years, We are also working as re-seller, franchise, sole-distributor, sales agent or buying agent of different international company. Provide leadership to position the company at the forefront of the industry. Develop a strategic plan to advance the company's mission and objectives and to promote revenue, profitability and growth as an organization. Oversee company operations to insure production efficiency, quality, service, and cost-effective management of resources. 1. Develop a strategic plan to advance the company's mission and objectives and to promote revenue, profitability, and growth as an organization. 2. Oversee company operations to insure production efficiency, quality, service, and cost-effective management of resources. 3. Plan, develop, and implement strategies for generating resources and/or revenues for the company. 4. Identify acquisition......

Words: 1804 - Pages: 8

Energy Drinks

...Week 3 DB – Energy Drinks Something I learned in my last Health class is the ever-increasing use of today’s new “Energy Drinks.” Caffeine is the single most used drug in America. How many of us must have that morning cup of coffee before heading out the door? How many college students are staying up late at night preparing for a mid-term or final exam by drink these new, all natural, safe, energy drinks? You may want to read their labels and adjust your thinking. You may want to include a little research in regards to these drinks. At this time there is no long-term research to report on in regards to energy drinks. What we do know is that these drinks have a variety of ingredients such as ginseng, amino acids, ginkgo, various vitamins, and high amounts of sugar. However, the primary active energy ingredient is caffeine. At this time, the FDA does not regulate the amounts of caffeine that are in these drinks. They suggest that within a 12-ounce beverage serving the amount of caffeine should be 68 milligrams or less. A report published by the Journal of Analytical Toxicology showed that of ten of the most popular energy drinks had as high as 141 milligrams in one 16-ounce serving. The following 12-ounce energy drinks showed, Monster at 120 milligrams, Red Bull at 116 milligrams, and Amp contained 107 milligrams of caffeine. To give a comparison, look at Coke and Pepsi. They only contain between 34 to 38 milligrams of caffeine. Energy drinks have......

Words: 667 - Pages: 3

Energy Drinks, Sports Drink

...Competition in energy drinks, sports drinks INTRODUCTION Alternative beverages such as sports drinks, energy drinks, and vitamin-enhanced beverages developed into an important competitor for the beverage industry and saw rapid growth in the mid-2000s. Alternative beverages compete on the basis of differentiation from each other in the market and traditional drinks, such as carbonated soft drinks and fruit juices. The largest sellers of alternative beverages are the global food and beverage giants, such as Coca-Cola and PepsiCo., that have already built respected brands in snack foods, carbonated soft drinks, and fruit juices prior to joining the alternative beverage industry. Along with these global giants, companies that utilized the blue ocean strategy, such as Red Bull GmbH and Hansen Natural (now known as Monster Beverage), were able to develop respected brand images and a decent share of the alternative beverage market. Success in this industry is based on companies that exploit innovation, capitalize on consumer trends, and have brand loyalty. IDENTIFICATION When the U.S. saw an economic recession starting in the year 2008, the premium-priced alternative beverage market was hit hard. While the alternative beverage segment of the beverage industry provided opportunities for bottlers, the poor economy decreased demand for higher-priced beverages, with sales of sports drinks declining by 12.3 percent and flavored and vitamin-enhanced water declining by 12.5 percent......

Words: 2629 - Pages: 11

Marketing Plan for Energypac Energy Saving Bulb

...Term Paper Marketing Management (MKT201) Sec: 6 Topic: Marketing plan for Energypac Energy Saving Bulb Submitted To: Afreen Choudhury Lecturer Department of Business Administration Submitted By: Date of submission: 8th August [pic] Table of Contents |Topics |Page | |Executive Summary |4 | |Industry Analysis |5 | |Company Background |5 | |SWOT Analysis |6 | |Porter five Analysis |7 | |Product Description |8 | |Market Analysis |9 ......

Words: 3553 - Pages: 15

Energy Drinks

...The effects of consuming energy drinks Woodbury University ISC-TELP program 03/24/2011 Nowadays energy drinks become more and more popular, especially among young people. They drink it because it helps to get rid of fatigue and sleepiness. It is also tasty like any carbonated beverage, what makes it more popular. And influence of advertisement is also high. But people do not care about negative effects of energy drinks such as different diseases and sleeping problems. The only one positive thing is filling the body up with energy. First of all, consuming energy drinks may cause many diseases. One of them is headache. I felt it from my own experience and it was really awful. The second is gastritis. The person can get it because of gases and concentrates which this beverage contains. But this fact does not make people stop to consume it. One more the most dangerous treat is possibility of getting heart diseases. It may become the reason of death, so it is very important to think before drinking any energy beverage. Secondly, consuming energy drinks may cause problems with sleeping, what is also dangerous. If person does not sleep enough he can get stressed and not concentrated. As a consequence may be a resonant problems with studying or important activities. Finally, energy drinks have one positive side. It is giving more energy. It can be very useful during exams or working on important project. Human's...

Words: 310 - Pages: 2

Energy Drinks

...ISLS 4301 - Section 5 Energy Drinks Research By: Maram Balubaid, Rahmah Bukhary, Sara Al Akel, Haifa Al Akel and Basma Salah Energy drinks Energy drinks are drinks that don’t contain alcohol, and often lightly carbonated. They are designed to give the drinker a burst of energy by adding of a number of ingredients, most notably caffeine. They are mostly found in grocery stores, corner stores and gas stations, usually displayed beside the soft drinks, juices and sports drinks. The study, published in the journal Pediatrics, reports that more teens are downing energy drinks; in 2003, 16% regularly consumed the drinks, while in 2008, that percentage jumped to 35%. Another study of college student consumption found 50% of students drank at least one to four energy drinks a month. This year, research documented a jump in energy drink-related emergency room visits; and politicians and consumers called upon the Food and Drug Administration (FDA) to look into deaths associated with the drinks. So, what are the ingreadients that are causing this harm? * Caffeine Which is a stimulant that acts on the nervous system to speed up the messages to and from the brain. it is the main active ingredient in energy drinks . Caffeine can make a person feel more alert and it also has been shown to help exercise endurance. However, it can also have some negative side effects, such as heart palpitations and insomnia in case of overdose. (Laurent, 2000). There is no official recommended......

Words: 2397 - Pages: 10

Monster Energy Drink

...International Marketing Management (IBU5MKG) [pic] Title : International Marketing Plan “Monster Energy Drink” Lecturer : Mr. Mike Turner Student : Ekapon Srisittichaikul - 15996703 Kasemvit Lohitkul - 15954478 Mengxi Xu - 15999067 Hsieh Hsinng-Jen - 15942765 Yaxian Tang - 15707254 Shuqing Zhang - 15498769 Hanjie Mei - 15619403 TABLE OF CONTENT Executive summary………..……………………………………………………...............……...3 Political system……………………..…………………………...……………..…...…………….5 Legal system…………………….……….………………….................................................……7 Economic statistics and activity…………….……………...……………….........…..………….8 Geographical setting……………………………………..…...…………….…..........................14 Social environment…………...………………...........................................................................15 Cultural environment…………...………………......................................................................19 Technology…………...……………….......................................................................................22 Trading infrastructure…………...………………....................................................................24 The market…………...……………….......................................................................................27 The......

Words: 18506 - Pages: 75