Strategic Message Planner: Peak Performance Energy Drink

Transcription

1 Sam Prater Fall 2012 SC Strategic Message Planner: Peak Performance Energy Drink I. Ad Goal The advertising goal is to increase the sale of Peak Performance energy drink 25 percent in the age group by transforming the image of the energy drink as an unhealthy choice, to a helpful booster that assists in everyday life. II. Client: Key Facts Energy drinks are a subset of the soft drink industry and originate in the 1900s. Peak Performance Inc. started in Africa in 2001 and sells its product Peak Performance, which is an energy drink. The drink was not introduced in the U.S. until More specifically, Peak Performance was created in Tanzania by a pharmaceutical company after the discovery of an ingredient on Mt. Kilimanjaro. The sale of the drink soared across Africa, and was introduced into the United States and other major countries. Peak Performance is a young company and product, but is doing quite well against the competition. III. Product: Key Features What is the product? o To what product category does this product belong? (Product categories can include areas such as soft drinks and athletic shoes.) Peak Performance falls in the category of energy drinks, which is a sub category of soft drinks. o What are the features of the product (including price and packaging), particularly those features that distinguish it from other products in the same product category? Peak Performance is priced at $1.99 per 16 ounce can or $6.99 for a four-pack. The packaging reflects the origin of the product, which is Mt. Kilimanjaro in Africa (see attached pictures). Peak Performance is an energy drink, but what separates it from the other energy drinks is its effectiveness with less risks and unwanted side effects. The energy drink has the same amount of caffeine as one cup of coffee, and the amount of sugar found in the drink is the same amount as eating a cup of fresh fruit. In addition to the normal drink, there is a sugar free version of the drink. Peak Performance does not restore the drinker to his or her normal level, but actually elevates the drinker. A study performed by the U.S. Food and Drug Administration showed that Peak Performance outperformed the

2 other energy drinks in increasing reaction speeds, allowing for deeper concentration and giving a boost overall performance. o What specific attributes of the product are discernible through the senses: seeing, hearing, touching, tasting and smelling? The product has a unique sweet subtle smell that makes the mouth water, and the taste is even better. It is hard to pinpoint the exact taste, but the drink is delicious and is most similar to a berry flavor. Not only does it taste and smell good, but the benefits such as reaction speed, awareness and performance heightens all the senses. What is the purpose of the product (what does it do)? o Why did the organization create the product (besides making money)? Peak Performance was created to provide the public with a healthier more effective energy drink to elevate everyday performance, concentration and awareness. o Have any unintended uses for the product been discovered? Peak Performance has an unintended use. It has the cleaning power to clear corrosion off pennies, car batteries and other things that can get corroded. What is the product made of? o What are the materials, or ingredients, of the product? Why are those the ingredients? What do they do? Peak Performance has five key ingredients: Taurine, which is an amino acid created by the body in situations of high stress or physical exertion. Caffeine, which has been shown to improve reaction speed, alertness and concentration. Glucuronolactone, which is a carbohydrate involved in detoxification. Water, which is a hydrator and found in most drinks. Carbonation, which is carbon dioxide dissolved in the drink to give it fizz. o Do those materials, or ingredients, have their own ingredients?

3 These ingredients are in their raw form. However, one could say that carbonation is made up of carbon dioxide. o For services, are there intangible ingredients (such as a particular workout routine at a health club)? Peak Performance is a product not a service and does not contain any intangible ingredients. Who and what make the product? o What specific individuals created the product? What are the features of those peoples, especially features that distinguish them from others in their profession? Peak Performance is manufactured in Tanzania and must be in compliance with Tanzanian manufacturing laws and codes. Although the manufacturing laws are that of Tanzania, all products and facilities are approved by the U.S. FDA. This product is boosting the Tanzanian economy and improving the country as a whole. o What vendors supplied materials for the product? What are the features of those vendors, especially features that distinguish them from competitors? The product s ingredients are grown and harvested in Tanzania. The vendors that Peak Performance uses are also located in Tanzania. This allows for complete sales, jobs and profit to go back into the country of Tanzania. o What processes did the organization use to create the product? What are the features of those processes, especially features that distinguish them from others? The process is a simple one; it involves mixing the different ingredients and canning the product. The manufacturing plants and facilities are top of the line and are designed to maximize jobs for the locals while still minimizing production costs. They are clean, efficient and well-managed. The process and exact amount of each ingredient is not known except to a few key members of the company as to ensure security of the product. o What equipment did the organization use to create the product? What are the attributes of the equipment, especially features that distinguish it from other equipment? The equipment is top of the line and engineered to the highest degree. To make sure that the product is uncontaminated most of the process is automated, but overseen by a mass amount of individuals. The process and equipment is clean, efficient and well-managed.

4 o Where is the product sold? Peak Performance is sold across the continent of Africa and has been introduced in the U.S., parts of Europe and Japan. IV. Target Audience Demographics o The audience that is being targeted is young adults from the age in the U.S. More specifically, Caucasian college students, male and female, located in Stillwater, Okla. Very refined demographics for this group would include people that have interests in action sports, fitness, regular sports and adventure. Most are economically dependent on their parents, but are in the transition phase of leaving their parent s care. Psychographics o Young adults are undergoing a time of transition and change. It is important to create brand and product awareness at this time to allow for this product and brand to continue to be used throughout the individual s life. Young adults are open to new things and new experiences. Peak Performance looks to capitalize on these open attitudes and feelings. In addition to the openness of this age group, it is also a time when life is busy and hectic with school, extra circulars and socializing. Peak Performance caters to that and helps by boosting the body to continue working at optimum level. In a world when getting ahead is the key goal, Peak Performance will seek to accomplish that goal and fulfill that mindset. V. Product Benefits A healthier energy drink allows for a healthier mind and body even after the drink has worn off. Through elevating everyday performance one is able to achieve greater success in school, work and life. Through increased concentration and awareness one is able to focus and be more detailed oriented in school, on tasks and throughout life. An energy boost can allow you to be awake and more alert stretching your productivity. VI. Direct Competitors & Brand Images Monster is an energy drink that focuses on an energy rush and claims to have twice the buzz of a regular energy drink. It is well received in the target audience, but its negative drawback is the crash at the end of the high.

5 Rockstar sees themselves as bigger, better, faster and stronger. They see themselves as the world s most powerful energy drink and is also well received in the target audience, but also has a stigma about health and the crash after the high. Amp is more of a mixture of a soft drink and energy drink, but favors the energy drink side more than the soft drink side. It claims to keep you on top of your game at all times and is also well received in the target audience. This drink is more of a highbred and while it is seen as less dangerous to your health, it is often times lost due to its identity crisis among the target audience. Full Throttle is an energy drink that is more geared toward men, but that does not stop it from being well received in the target audience as well. However like the previous direct competitors, Full Throttle has a negative image when it comes to health and crashing. VII. Indirect Competitors & Brand Images Coffee is seen as an energy booster and is often consumed in the morning to wake individuals up. It is widely accepted and has a good image in the target group. However, something that may detract from the product image is that coffee can sometimes be seen as an older and business-like drink. Energy Shots are designed to give the consumer a boost of energy for a designated period of time. Energy shots are also well received in the target audience. Although the companies claim to have no crash or no ill effects, energy shots are sometimes seen as suspect. Soft Drinks are a parent category of energy drinks that are not necessarily seen as energy boosters, but compete against energy drinks because they have a better product image. Out of all the competitors discussed, soft drinks have the best image and are the biggest competitors to energy drinks. VIII. Product Brand Image Current Image o Currently, the brand image for Peak Performance is good; it falls in the category of all the other energy drinks. Energy drinks have an image of being harmful and dangerous. However, energy drinks still succeed among this target audience because it is ignored or overlooked. Desired Image o The desired brand image is one of a healthy yet affective energy drink. Instead of a risky drink, Peak Performance wishes to be shown as not only healthier than the competition, but also a great performance booster.

6 Related Challenges o Negative publicity is the number one hurdle separating the current image from the desired image. Energy drinks as a whole have received negative press that labels them as dangerous, risky and unsafe. Overcoming that hurdle is the biggest obstacle in changing the brands perception. IX. Strategic Message Peak Performance not only is an effective performance, concentration and awareness booster, but is a healthier option compared to other energy drinks on the market today. X. Support Peak Performance contains the same amount of caffeine as one cup of coffee. Peak Performance contains the same amount of sugar as one cup of fresh fruit. Peak Performance has undergone many tests that show that after consumption, it can raise awareness, reaction speed and overall performance. In those same tests, Peak Performance had an edge over the competition in every category.

7 Title: Reach Your Mountain Top Potential Client/Sponsor: Peak Performance Length: 30 Seconds Air Date: 5 p.m. Nov. 8, 2012 SFX: Sound bite from the 400m qualifying race at the 2012 Summer Olympics. More specifically, a pieced together introduction of Oscar Pistorious from South Africa, which describes how he is a double amputee, but how he is making history running in the Olympics. (:18) MUSIC: Slowly fade in the official Olympic music and play under the announcer talking. ANNOUNCER (Oscar Pistorious): MUSIC: (Fade, out :29) Most aren t born with it, others don t try and achieve it, but greater success is right around the corner. Reach your mountain top potential by drinking Peak Performance energy drink. To learn more visit PEAK-PERFORMANCE-DOT- COM. ###

8 Title: Reach Your Mountain Top Potential Client/Sponsor: Peak Performance Length: 60 seconds Air Dates: Nov. 8, 2012 The advertisement opens with a screen with Peak Performance logo and tagline. (:05) The next shots start slow establishing background pictures of scenery, preferably of Mount Kilimanjaro. (:15) The advertisement continues with shots of people trekking and mountain climbing. (:15) MUSIC: (Slow, dramatic music (dubstep type music). Establish and slowly pick up and play through the commercial.) The shots become faster and more dynamic as the music tempo increases and the shots cut between mountain climbing and scenery. (:10) The shots begin to transition to depict the individual(s) reaching the summit and peak of the mountain. (:10) ANNOUNCER: The energy drink that will increase performance, concentration and awareness, but won t hurt your health. The advertisement ends with a screen with the Peak Performance logo and tagline. (:05) Peak Performance; reach your mountain top potential! For more information visit PEAK PERFORMANCE DOT COM. FADE TO BLACK AT :59 MUSIC: (Fade, out at :59) ###

9 Title: Reach Your Mountain Top Potential Client/Sponsor: Peak Performance Length: 60 seconds Air Dates: Nov. 8, 2012 PEAK PERFORMANCE Reach your mountain top potential. Peak Performance Energy Drink Shot of scenery around the base of the mountain. The Trek. More Intense Trekking. More scenery along the trek. Climbing to the summit. PEAK PERFORMANCE Reach your mountain top potential. The peak has been reached. Peak Performance. Reach your mountain top potential.

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11 PEAK PERFORMANCE Reach Your Top Potential! 16 fl oz (473 ml)

12 P EAK P ERFORMANCE Reach Your Top Potential! Improves performance, especially during times of stress or strain. Increase concentration and improves reaction speed. Stimulates metabolism fl oz (473 ml) cans For More Information Visit peakperformance.com For More Information Visit peakperformance.com 16 fl oz (473 ml) 4-16 fl oz (473 ml) cans For More Information Visit peakperformance.com P EAK P ERFORMANCE 16 fl oz (473 ml) P EAK P ERFORMANCE 4-16 fl oz (473 ml) cans

13 References Amp energy. (2012, Aug. 06). Retrieved from Caffeine. (2012, Nov. 07). Retrieved from Full throttle (drink). (2012, Oct. 22). Retrieved from Glucuronolactone. (2012, May 04). Retrieved from Monster energy. (2012, Nov. 07). Retrieved from Rockstar (drink). (2012, Oct. 21). Retrieved from Taurine. (2012, Nov. 02). Retrieved from (2011). the hd hero2: Almost as rad as the hero3. (2011). [Web Video]. Retrieved from (2012). gopro hero3: Black edition - smaller, lighter and 2x more powerful. (2012). [Web Video]. Retrieved from (2012). london 2012 olympics soundtrack - team usa olympics theme song. (2012). [Web Video]. Retrieved from (2012). oscar pistorious (blade runner) 2012 olympic games 400 meter race. (2012). [Web Video]. Retrieved from (n.d.). Climb mount kilimanjaro and have the time of your life. [Web Photo]. Retrieved from

14 (n.d.). Climb the best routes on mount kilimanjaro. [Web Photo]. Retrieved from (n.d.). Extreme sports-rock climbing. [Web Photo]. Retrieved from wallpaper/extreme-sports/es-climbing/esrock-climbing-02.html (n.d.). Jo sopala and group on kilimanjaro. [Web Photo]. Retrieved from (n.d.). Mount kilimanjaro glacier. [Web Photo]. Retrieved from (n.d.). Mount kilimanjaro trek. [Web Photo]. Retrieved from (n.d.). Tanzania. [Web Photo]. Retrieved from