Cloud 9 is a brand of Energy Drink launched by the Goldwin Healthcare Pvt. Ltd.

Cloud 9 is different from its other competitors as it is made of natural ingredients.

Vision of Cloud 9 has always been to provide India with drinks that give the consumers the desired energy boost, yet are completely healthy and have no side effects associated with other drinks.

Cloud 9 has penetrated the market at a lightning speed and is now the second biggest player in the country.

INTRODUCTION

It is 100% Natural Lifestyle Energy Drinks, Caffeine-Free Cola, and Carbonated fruit beverages, using its cutting edge technology and plethora of ingenious solutions and indigenous know-how.

Cloud 9, the brainchild of the Ganatra family, achieves this exact balance of 'energy, health & refreshments' through the perfect combination of naturally occurring, energy rich resources with high-tech manufacturing

BUSINESS SITUATION

Current Advertising:

No mass media Sports Party Lifestyle VIP access Trips with top

musicians & athletes

Current Target:

Athletes Men, aged 14 - 26 Extreme Sports,

Gamers, Hip Hop. “Lifestyle in a Can”

advertising

“Our guys walk the walk in action sports, punk rock music, partying, hanging’ with the girls, and living life on the edge.” –cloud 9’s Official Website

SITUATION ANALYSIS

CREATIVE STRATEGY

CREATIVE EXECUTION

MEDIA PLAN

AGENDA

PRODUCT RANGE

I'm doing fine Up here, on cloud nine

Why to have wings when you are already on Cloud 9

One that’s exhilarating but not intoxicating.

“Cloud 9” has taken the market by storm due to its excellent distribution market across the nation, which personally monitors Malls, multiplexes, retail, 5stars, pubs, disc, corporate, gym, spa, cafes, airlines.

Each tie up is supported with loyalty programme, consumer offer etc.

Brand campaign like ‘Breaking news-drink-and-drive’ spread across all.

Mileage was gained from exhibitions, road show and events in malls and colleges.

Moreover, “Cloud 9” is the official energy drink partner for IPL T-20’s Chennai Super Kings.

CURRENT ADVERTISING STRATEGIES

“”””””””””””Search engine results for the cloud 9 drink “””””””””””””

SOCIAL MEDIA SHARE NOW

26,542,410

351,000

14,078,802

SOLUTION

Cloud 9- iPhone/ smart phone App

DIGITAL SCOPE

Main features Feature 1 – Integrating music to cloud 9across

1. Provide information on Nightclubs and party venues 1. Comparison and ratings2. Music played by genre, DJ’s3. % Occupied (60% chicks checked in)4. Heat (% dance floor occupied)

2. User Interface 1. Ratings – Users can rate each they check out of a club OR

Next day morning if they are twisted and hung-over 2. Provide live feeds , pictures & videos to share with others

on the cloud 9 app3. Browse any other happening club around from the app

(refer to live feeds from others , chicks check-in in, Heat etc)

3. Engage more and gain more rewards – Points free passes etc

4. Show off on Social networks – optional

ADVERTISEMENT AND PROMOTION SCHEMES

Since our product already has many well set competitors in the market , we have to make sure the public is well informed of our product. Thus we plan to undertake as many as possible advertisement and promotion schemes possible.

TELEVISION ADVERTISING

Ad campaigns on Prime TV Channels such as NDTV good times, MTV, TLC, Channel V, Zoom, VH1, Star World and a few more.

RADIO Advertising on popular radio channels like 104.00 fm, red fm, etc

BILL BOARD ADVERTISEMENT

MAGAZINES

Free distribution of samples in colleges To promote the drink we will give out 50 free

samples outside colleges once a week for the first month.

We will also sponsor various college events and festivals where we can distribute free samples.

Organize various sports events.

We will organize sport events like marathons, etc where we can promote “Mr. Star”

Associate with gyms. We will have tie ups with

gyms to promote our product.

DISTRIBUTION CHANNELManufacturer

Agents

WholesalersRetailer

s

Consumers

SEGMENTING TARGETING AND POSITIONING

SHOULD BE POPULAR AMONG YOUTH IN THE URBAN AREAS.

TARGET : TIER ONE AND TIER TWO CITIES CONCENTRATION IN METRO CITIES IT SHOULD BE PERCIEVED AS A HEALTHY

DRINK UNLIKE ITS COMPETITORS EASY SOLUTION TO TODAYS STRESSFUL AND

HECTIC LIFE

CONCLUSION

Redbull, our major competitor can currently be considered a monopoly in the Indian market.

Targeting the weakness of the competitor. The drink will be healthy and nutritious along

with being 100% fat free. Cloud 9 will be an easy and healthy way to

acquire energy in the day to day hectic life.