The paper "Vroom Energy Drink IMC Plan" is a perfect example of a marketing case study. The aim of this report is to present the Vroom Energy Drink IMC Plan. Melbourne Manufacturing Industries produce Vroom and is a non-alcoholic drink that comes in two variants: sugar-free and normal. It is packaged in an aluminium can that has orange and black colours with images of a person in a gym and a person on a motorbike. Vroom can is friendly to handle and utilise and also the contents increase diligence, energy, alertness and presence of important supplements.
The tagline of the drink is “ Vroooooooooom” meaning continuing or increasing pace on what someone is working on. The major competitors of Vroom include Monster, Rockstar, Red Bull and the report will concentrate on Red Bull has the major competitor to Vroom energy drink. Vroom energy drink appeals to three segments of the market but the most important targeted segment is people aged between 18-30 years and active in sports. Vroom will be positioned as a product that can be used easily because of its packing, importance of the contents, utilisation of the product in different areas of lifestyles, and also its impact on the individual life relative to society.
The product will be marketed in Melbourne and Victoria regions in which the main sales objectives include increase the distribution of Vroom by 5%, increase the awareness of the brand by 85%, and increase the perception of the product. While the communication objectives include brand awareness, brand knowledge, brand image, the formation of favourable attitudes of Vroom energy drink, and usefulness of the product. 1.0 Introduction 1.1 Purpose Companies and organisations introduce new products into the market and they utilise different strategies in ensuring that consumers are attracted to the product or service (Shimp, 2008).
Thus, the purpose of this report is to develop an IMC plan for Vroom Energy Drink. 1.2 Product description Vroom Energy drink is a product produced by Melbourne Manufacturing Industries. The Vroom is a non-alcoholic drink that comes in two forms, which are a sugar-free and normal blend. The 500ml container is cylindrical in shape and it is coated with orange and black colours. Moreover, the can has images of persons riding a motorbike on one side while on the other side, a person carrying weights at a gym.
Some of the benefits associated with Vroom Energy Drink include alertness, increased energy, and diligence. In addition, Vroom has important supplements that ensure that the body receives the right amount of nutrients. 1.3 Outline of the Report The report analysis the internal analysis associated with Vroom Energy Drink followed by the external analysis. Some of the information that will be analysed externally includes competitive analysis and consumer analysis (Ogden and Rarick, 2009).
The report then analyzes market segmentation and targeting in which appropriate consumers will be identified. It will be followed by analysing positioning strategy and geographical location in which the energy drink will be marketed at. Lastly, the report presents sales objectives and also communication objectives (Egan, 2007). Red Bull is a brand that was launched in 1987 and it has a large market share compared to all of its competitors but the marketing strategy is not traditional e. g. using magazines and television.
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