MARKETING PLAN ON V ENERGY DRINK
Assignment in Relationship Marketing
Early next year, Frucor will introduce the number one energy drink in Australia which is the V energy Drink into New Zealand market. It is something particularly different in the cold drink market, with a distinct green bottle and can. It will serve as a contrast against other caffeinated cold drinks that are on the market. The main ingredient of the product is the ‘guarana’, which is very popular worldwide for having a stimulating effect on mind and body.
The company will be facing intense competition. The V energy drink will be competing against strong energy drinks competitors such as Red bull, Mother, Demon, Lift plus and Monster as well as other cold energy markets like coca cola and Pepsi-co and other self-branded cold drinks products. V energy drink will be competing through differentiation in the main ingredients and in the contents of caffeine and sugar. It also comes with different flavours or variants like V energy sugar-free, V energy blue and V energy black.
The marketing strategies of the V energy drink will be centred on four objectives: : Firstly, to have 40 percent market share in Auckland, New Zealand, Secondly, to be the brand icon of extreme sports and music not only in Australia but also in New Zealand, to gain 50 percent brand awareness and to have a strong community relations among consumers. The company will be using some strategies to reach these objectives such as launching online game, being a sponsor to some extreme sports activities and promoting the product through billboard, TV and radio advertisements.
A. SITUATION ANALYSIS
V is an energy drink brand produced by Frucor Beverages Ltd since August 1997. In 2003, in supermarkets and service station, V had a market share over 53% in Australia, making it the most popular energy drink in both countries. V is made in Australia by Frucor. It has taken Australian energy drink market by storm, capturing over 53% of the market and driving the acceptance of energy drinks in a day time environment. V is exported to the United Kingdom in cans and bottles. In 2007, Frucor also started to export its energy drinks to the Netherlands. V was introduced to Maldives market in 2008 and is also sold in Argentina, Papua New Guinea and in Spain as of 2011. The original and V blue flavours has been released to the South Korean market in 2012.
Starting next year, the company is planning to introduce the V energy drink in New Zealand market. It is something particularly different in the cold drink market, with a distinct bottle and can it will serve as a contrast against other caffeinated cold drinks that are on the market. Its main ingredient is the guarana which has garnered a worldwide reputation for having a stimulating effect on mind and body.
V is about giving consumer’s the energy to achieve the extraordinary. It will available in different variants depending on customer’s choice. Firstly, the V green which is the original product with an energizing mix of B vitamins, caffeine and guarana. Secondly is when you need to pack a punch without the calories, it all about the V sugarfree. Thirdly, is the V black if you want to experience the double hit of taurine with strong coffee flavour. Next is the V blue which is also called as the mysterious flavour and lastly, the V pocket rocket which is recommended to take for only once a day. With each type sold in containers ranging from 250mL cans and 350 ml glass bottles.
The V drink 100 fluid ml of energy drink contains 31mg of caffeine which is significantly less than the average for all energy drinks and 10.6grams of carbohydrates which is the least of all energy drinks. The percent daily values are based on a 2,000 calories diet, so the values may change depending on each calorie needs. It also contains 26.5g of sugar which is also the least of all the competitor energy...