beverage branding: entice energy drink
DESCRIPTION
Branding: Product Design in the Beverage CategoryFormed Company name and logo, target market, features and benefits, competition, mental map, core brand associations, brand mantra, core values, what the company stands for, positioning grid, positioning statement, branding objectives, etc.TRANSCRIPT
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ENTICE
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Survey
Entice Versus Lure
12
10
78
0
2
4
6
8
10
12
14
1
Boys and Girls Opinions
Nu
mb
er o
f R
esp
on
den
ts
Girls that likes Entice
Boys that liked Entice
Girls that liked Lure
Boys that liked Lure
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Overview
Definition: To attract artfully or adroitly by arousing hope or desire.
Alcoholic Energy drink 20 ounce bottle 8% alcohol content $4.89 per bottle Goal: Become #1 in the alcohol and
energy drink beverage market
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Ingredients
Johnny Love Vodka
Energy Additives Taurine Guarana Ginseng
Signature Blend Tropical fruits
from Caribbean Islands & Bahamas
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Category of Market Served
Adult Beverages
Functionality
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Competition
24/7
B to the E
Four
Liquid Charge
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Competition Continued… Joose
Rockstar 21
Sparks
Tilt
Torque
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Logo
VTKS Dear Love Font
Size 50
Market Felt FontSize 18
E is positioned directly above the
slogan and centered
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Colors & Flavors
Blueberry Pomegranate –indigo
Raspberry Lemon-pink
Strawberry Kiwi-green
Cherry Apple-red
Pineapple Orange-orange
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Product Packaging: Bottle
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Product Packaging: Case
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Mental Map
Entice
Energy Drink
Events
Trendy
Upscale
SexyExclusiv
e
Alcohol
Clubs
Refined
Chic
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Core Brand Association Energy Drink
-invigorating-sensational-delicious
Personality-exclusive-extravagant-sexy-posh
Originality-unique-creative-distinctive
Accessibility-available online-upscale bars & clubs in the Twin Cities area
Modern-innovative-contemporary-fresh-elite
Interactivity-connected-in crowd
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Brand Mantra
Emotional
Modifier
Descriptive
Modifier
Brand Function
Entice Exclusive Delicious Refreshment
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Core Values
Sell a Unique Drink
Embrace and Drive Change
Deliver Unbeatable Service
Satisfy
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What do we Stand for?
Socially Responsible Provide warning label on our product Invest in education campaign
Corporate Credibility Customers see our company as providing
good products and service Company is recognized as honest,
dependable & trustworthy Company is reliable, likeable, smart, stylish,
aware
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What we will/won’t Do We will supply a pleasurable drink that is
the best in its class when compared to other alcoholic energy drinks.
We will provide our drink at upscale events for our high status customers to enjoy.
We will not provide a drink that is not up to the standards of our company.
We won’t advertise on television, newspapers, or radio.
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Positioning Grid
Torque Tilt
EnticeJoose Sparks Rockstar 21 24:7
Catalyst
Liquid Charge B to the E
Price +
Alcohol Content
+Alcohol Content
Price -
-
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Positioning Statement Satisfy Yourself. Depicts a simple statement that fulfills a
human need Intrigues consumers to buy the drink
based on its bold statement Tempts people to try something new to
satisfy themselves Expresses the goal for the Entice
Corporation
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Branding Objectives
People should feel elite when they drink our product
Awareness of alcoholic energy drinks
Awareness of our brand
Sales goal
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Product Features/BenefitsTangible Classy, Appealing
Bottle Buy a single bottle
or a 12 pack case Different flavors More alcohol
content than others Bigger bottle than
others
Intangible Cheap Makes you feel
classy/superior Energizes your
body Satisfies your taste
buds in a unique exotic way
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Target Market: Demographics
Twin Cities
Age: 26-35
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Target Market: Psychographics
College Students/Just graduated
Classy
Cheap
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Distribution
Purchasing from Johnny Love Vodka
Distributing to (Twin Cities): Restaurants Nightclubs/Bars Luxury Hotels
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Promotional Strategies Untraditional Marketing Mix 75% promos 25% advertisements
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Promotion
Sponsor Twins Game
Walker Art Center
Mill City Museum
Minneapolis Aquatennial
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Promotion continued…. Websites
Facebook Twitter Youtube Citypages Minneapolis/St
Paul Magazine Explore Minnesota
Magazines Cosmo GQ Marie Claire Elle Vogue
Billboards High traffic areas
Nightclubs/Bars Free samples
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