Tom Kuriakose Mike Salazar Lauren Rosasco Mike Landers Sean Gordon Sean Gordon
Her Bull Introducing a new drink, formulated just for women, Her Bull, a Bull for her. It will give you , , g y “ more than wings .” A delicious, fruit smoothie, packed with energy to help keep you going, all day. day Pick up a Strawberry Banana or Passion Fruit all p y natural Red Bull fruit smoothie. Look for the original can with a new twist, pink and white. It will help keep your wings going while helping to find a help keep your wings going while helping to find a cure for breast cancer, giving you “ more than wings.”
Rejected j Red Bull Energy Pack li limited target market it d t t k t would cost more for the consumer to purchase. purchase. no growth with this product Tropicana/Red B ll Breakfast drink Tropicana/Red Bull Breakfast drink Was not ideal as a family drink. Parents will not allow this to be serve to Parents will not allow this to be serve to there kids. This is not healthy to give to kids.
Her Bull : A Bull for Her Her Bull : A Bull for Her Keeps “Red Bull” name Strong brand, well-known Makes target market obvious Shows that it is an alternative Shows that it is an alternative
Target Market Target Market Psychographics: Demographics: Young to Middle Age Women Young to Middle Age Women Working women Geared towards excising and working out Mothers Regular Red Bull drinkers looking for a new taste Women on the go with the same, stellar results. Active women Active women
SWOT Strengths g Weaknesses Improvements in Health Concerns psychomotor performance Small advertising ( (reaction time, budget in comparison to concentration, memory) other growing companies We’re #1 in the Energy We re #1 in the Energy drink industry & recognized as a champion
SWOT Opportunities Threats Being Eco-Friendly Competition rising (Free Admission to concerts (Amp, Starbucks, 5-Hour) by recycling Red Bull cans) by recycling Red Bull cans) Bad Economy, Red Red Bull Cola, accepted Bull not a necessity into market Her Bull will be into market, Her Bull will be similar.
Marketing Mix Marketing Mix Product: New energy drink for women gy Placement: 1st year- 5 cities, after that, nationwide Promotion: “Susan G. Komen For the Cure: A Walk For Her” Price: $2.25, Wholesalers to Retailers
Marketing Mix: Product Marketing Mix: Product New energy drink that is target towards women New energy drink that is target towards women. A delicious fruit smoothie that comes in Strawberry Banana or Passion Fruit. The can itself looks the same but has a pink and gray tint. The pink ribbon is a symbol for breast cancer The pink ribbon is a symbol for breast cancer Portion of proceeds will go towards finding a cure for cancer.
Marketing Mix: Placement Marketing Mix: Placement Goal is to distribute product to all existing Goal is to distribute product to all existing Red Bull carriers in the U.S. 1 st year- release, would take place in all y , p major U.S.cities 2 nd year- placement would consist of the y p rest of the U.S. and moving the product to the International Market.
Marketing Mix: Promotion Marketing Mix: Promotion “ Susan G. Komen for the Cure: A Walk for Her ” Susan G. Komen for the Cure: A Walk for Her A walk for Breast Cancer in New York, Los Angeles, Chicago, Boston, Atlanta, and Miami on the same day, simultaneously. Event in in coordination with launch with our new Event in in coordination with launch with our new product, Her Bull. Hand out free Her Bull to all participants in the walk, and all those that have contributed to the cause.
Commercial Idea We wanted to present Her Bull and women in an p extreme way. Showing famous, high powered women, doing what they do best; taking risks, being full of energy This is what Her Bull stands being full of energy. This is what Her Bull stands for. Her Bull empowers women to be their best, everyday. Her Bull gives you “more than wings.”
Pricing Pricing Maximize Marketing Share Maximize Marketing Share. Women, increase market share by expanding market getting women to switch expanding market, getting women to switch from another drink, to Her Bull. Elastic Elastic Not a necessity, so as price goes up, consumers will look to alternatives or stop consumers will look to alternatives or stop buying energy drinks altogether
Pricing g Competition Make prices similar Red Bull: $2.75 Monster: $2.99 Amp: $2 79 Amp: $2.79 Starbucks Frappuccino: $2.59 Final Price: $2 25 Final Price: $2.25 Before selling to wholesalers and retailers who will raise up to what we hope p p is about $2.75
Profit & Loss Statement 5 Year Projection 5 Year Projection Her Bull: Red Bull for Her Year 1 Year 2 Year 3 Year 4 Year 5 Revenue U it S ld Units Sold 1 500 000 1,500,000 3 750 000 3,750,000 5,000,000 5 000 000 7 500 000 7,500,000 8 500 00 8,500,00 Price per Unit $2.25 $2.25 $2.25 $2.25 $2.25 Total Revenue $3,375,000 $8,437,500 $11,250,000 $16,875,000 $19,125,00 Expenses Flavor Development $150,000 $0 $75,000 $75,000 $0 Package Design $50,000 $20,000 $20,000 $20,000 $20,00 Advertising $5,000,000 $5,000,000 $5,000,000 $5,000,000 $3,000,00 Machinery $1,000,000 $0 $0 $0 $0 Shelf Space @ $5,000/ store $120,000 $180,000 $240,000 $300,000 $310,00 Cost of Goods Sold @ $.35/ unit $525,000 $1,312,500 $1,750,000 $2,625,000 $2,975,00 Distribution @ $.10/ unit $150,000 $375,000 $500,000 $750,000 $850,00 Marketing Director $125,000 $155,313 $195,275 $253,711 $321,23 Marketing Manager $75,000 $103,313 $141,195 $197,468 $262,74 Marketing Assistant $30,000 $31,200 $32,448 $33,746 $35,09 Total Expenses $7,225,000 $7,177,325 $7,953,918 $9,254,925 $7,774,07 Total Profits -$3,850,000 $1,260,175 $3,296,082 $7,620,075 $11,350,92 Profit Margin 14.94% 29.30% 45.16% 59.35% Growth Rate 161.56% 131.19% 48.96%
Distribution Distribution Red Bull Inc. to Wholesalers to Retailers Price starts at $2.25 By the time consumer purchases Her Bull, we y p expect it to be marked up to about $2.75 Supermarkets, SuperCenters (Walmart), Wholesaler Stores (Costco), 7-Eleven, Gas Stations, etc.
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