Spark: A new energy drink

Résumé du document

New energy drink and its function: The new product that I decided to create is a new energy drink. It is a soft drink containing ingredients designed to increase your level of vigor. The drink will produce a metabolic stimulus to boost people thanks to different vitamins, stimulants and other special ingredients. Energy drinks are first non-alcoholic beverages which will provide to the drinker a quick burst of high energy.

What problem or opportunity does it solve: The main advantage of the product is that it does not contain Taurine. The French Agency for Food Safety (AFSSA) issued four negative opinions about Red Bull and specifically because of the Taurine. The drink will only have natural ingredients such as caffeine or derivatives. The percentage of caffeine will be high enough to have a positive impact on your energy, but too low to impact negatively your health. This element represents the main advantage of the product, and it respond to the problem of health concern.

Ingredients such as taurine, ginseng, guarana, and caffeine provide a quicker high jolt of energy with less long lasting effects. This product is seen as an energizer which acts immediately thanks to its amount of caffeine. It helps to stimulate the inside energy at any time of the day. That's why it's also useful both days and nights.

Extraits

[...] Ads have to attract people as CRIOC, a study, explained in Les enfants et les jeunes, cibles du marketing That's why we will only use Television, Magazines and the Internet. Other actions would be part of an off media campaign (see more details in the question 3.1 TELEVISION TELEVISION IS THE MEDIA OF THE YOUNG PEOPLE (OUR MAIN TARGET) THAT'S WHY WE MUST ADVERTISE ON THIS MEDIA. IT REPRESENTS THE MAJOR NETWORKS USE IN ADVERTISING. TELEVISION HAS A LOT OF POWER BECAUSE IT INVOLVES IMAGES, SOUND AND MOVEMENT. [...]

[...] The consumers will only know the exact location (the line of the subway or bus) an hour before the event starts. To introduce this event, we will use street art such as graffiti written on the pavements, the walls of the subway and lighting on the walls of building. We will also use conventional street marketing by distributing flyers on which will be written: “Spark the countdown begins, be ready” SPONSORSHIP THE OLYMPIC GAMES 2012 IN LONDON WILL BE THE FISRT SPONSORSHIP OF THE SPARK COMPANY, AND WILL BE THE BEGINNING OF A LONG RELATIONSHIP WITH SPORT EVENT. [...]

[...] Or give an extra cans il you buy a pack. - Concerning Cherry bottles: we could offer a pink lipstick if you buy two packs of cans. - . In restaurants and bars we could create and offer free point of sales advertising such as: - Slates for menu - Menu holders - Parasols - Posters to be displayed BIBLIOGRAPHY Internet sources : - CRIOC, Les enfants et les jeunes, cibles du marketing March 2005, http://www.crioc.be/FR/doc/dcdc/all/document-1216.html Class lessons sources : - Ms Lacroix : Teacher at ISEG Paris, Media planning course ; - Mr. [...]

[...] Spark will boost their energy and increase their mental awareness. Future possible target: We could offer different versions of our drink to attract an even wider and younger crowd (with less caffeine) What drivers will they respond to? CONSUMERS IN THEIR PURCHASING DECISION PAY ATTENTION TO THREE CRITERIA: PRICE, FLAVOUR, AND RENEWAL OF ENERGY. TASTE, AS WELL AS THE COST AND THE ENERGY COME AS THE THREE MOST IMPORTANT ELEMENTS IN THEIR DECISION MAKING. THIS IS WHY AN ENERGY DRINK SHOULD BE AT A REASONABLE PRICE, HAVE A TASTE THAT THE CONSUMERS WILL APPRECIATE, AND ESPECIALLY GIVE A LOT OF ENERGY QUICKLY WITHOUT HAVING SIDE EFFECTS ON HEALTH. [...]

[...] It's a way to reach consumers. We will advertise on our website, on social network such as Facebook or Twitter, on blogs . we will post some videos on YouTube, create a mailing to offer special discounts Regulatory issues IN FRANCE THERE ARE SEVERAL TRADE ASSOCIATIONS WHICH GOVERN ADVERTISING : - The DGCCRF : Direction Générale de la Concurrence, de la Communication et de la Répression des Fraudes, which is lead to the Ministère de l‘Intérieur - The BVP : Bureau de Vérification de la Publicité, Inter-professional organization of agencies, trade associations, law firms, etc. [...]