tom kuriakose mike salazar lauren rosasco mike landers ... · psychographics: young to middle age...

Tom Kuriakose Mike SalazarLauren Rosasco Mike Landers

Sean GordonSean Gordon

Her BullIntroducing 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 dayday.

Pick up a Strawberry Banana or Passion Fruit all p ynatural 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 ahelp keep your wings going while helping to find a cure for breast cancer, giving you “more than wings.”

RejectedRed Bull Energy Pack

li it d t t k t

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limited target marketwould cost more for the consumer to

purchase.purchase.no growth with this product

Tropicana/Red B ll Breakfast drinkTropicana/Red Bull Breakfast drinkWas not ideal as a family drink.Parents will not allow this to be serve toParents will not allow this to be serve to

there kids.This is not healthy to give to kids.

Her Bull : A Bull for HerHer Bull : A Bull for Her

Keeps “Red Bull” nameStrong brand, well-known

Makes target market obviousShows that it is an alternativeShows that it is an alternative

Target MarketTarget Market

Psychographics: Young to Middle Age Women Demographics:Young to Middle Age WomenGeared towards excising and working outRegular Red Bull drinkers looking for a new taste 

with the same, stellar results.

Working womenMothersWomen on the goActive womenActive women

SWOT

Strengths WeaknessesgImprovements in

psychomotor performance(

Health Concerns Small advertising

(reaction time, concentration, memory)We’re #1 in the Energy

budget in comparison to other growing companies

We re #1 in the Energy drink industry & recognized as a champion

SWOT

Opportunities Threats

Being Eco-Friendly (Free Admission to concerts by recycling Red Bull cans)

Competition rising (Amp, Starbucks, 5-Hour)

by recycling Red Bull cans)

Red Bull Cola, accepted into market Her Bull will be

Bad Economy, Red Bull not a necessity

into market, Her Bull will be similar.

Marketing MixMarketing Mix

Product: New energy drink for womengy

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: ProductNew energy drink that is target towards women

Marketing Mix: ProductNew 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 cancerThe pink ribbon is a symbol for breast cancer Portion of proceeds will go towards finding a cure

for cancer.

Marketing Mix: PlacementGoal is to distribute product to all existing

Marketing Mix: PlacementGoal is to distribute product to all existing

Red Bull carriers in the U.S.1st year- release, would take place in all y , p

major U.S.cities 2nd year- placement would consist of the y p

rest of the U.S. and moving the product to the International Market.

Marketing Mix: Promotion“Susan G. Komen for the Cure: A Walk for Her”

Marketing Mix: PromotionSusan 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 newEvent 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 pextreme way. Showing famous, high powered women, doing what they do best; taking risks, being full of energy This is what Her Bull standsbeing 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.”

PricingPricing

Maximize Marketing ShareMaximize Marketing Share.Women, increase market share by

expanding market getting women to switchexpanding market, getting women to switch from another drink, to Her Bull.ElasticElastic

Not a necessity, so as price goes up, consumers will look to alternatives or stopconsumers will look to alternatives or stop buying energy drinks altogether

Pricingg

CompetitionMake prices similar

Red Bull: $2.75Monster: $2.99Amp: $2 79Amp: $2.79Starbucks Frappuccino: $2.59

Final Price: $2 25Final Price: $2.25Before selling to wholesalers and

retailers who will raise up to what we hope p pis about $2.75

Profit & Loss Statement5 Year Projection5 Year ProjectionHer Bull: Red Bull for Her

Year 1 Year 2 Year 3 Year 4 Year 5

RevenueU it S ld 1 500 000 3 750 000 5 000 000 7 500 000 8 500 00Units Sold 1,500,000 3,750,000 5,000,000 7,500,000 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

ExpensesFlavor Development $150,000 $0 $75,000 $75,000 $0

Package Design $50,000 $20,000 $20,000 $20,000 $20,00Advertising $5,000,000 $5,000,000 $5,000,000 $5,000,000 $3,000,00Machinery $1,000,000 $0 $0 $0 $0

Shelf Space @ $5,000/ store $120,000 $180,000 $240,000 $300,000 $310,00Cost 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 $850,00Marketing Director $125,000 $155,313 $195,275 $253,711 $321,23Marketing Manager $75,000 $103,313 $141,195 $197,468 $262,74Marketing 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%

DistributionDistributionRed Bull Inc. to Wholesalers to Retailers

Price starts at $2.25

By the time consumer purchases Her Bull, we y pexpect it to be marked up to about $2.75

Supermarkets, SuperCenters (Walmart), Wholesaler Stores (Costco), 7-Eleven, Gas Stations, etc.