Sports & Energy Drink
Marketing PlanThe Netherlands
MBA 525 | SAMUEL SUTANTO
Consumers began to avoid buying sports drinks because
it is a relatively expensive product and this meant that
many looked for more affordable alternatives.
Euromonitor, 2014
Amsterdam
YouthAge 10-14 years old
Amsterdam
YouthAge 10-14 years old
TeenagersAge 15-18 years old
Young AdultAge 19-24 years old
Spanningzoekers(Thrill Seeker / Adventurer)
Wereldburgers(Global Citizen / Open Minded)
STRENGTH WEAKNESS
Novelty
Portability
Low-Cost
Natural Ingredients
Environmentally Friendly
Low Brand Recognition
Limited Financial Resources
Limited Product Portfolio
Limited Geographic Presence
OPPORTUNITIES
THREAT
Good Internet Infrastructure and
Usage
Growing Mobile Technology Adoption
Health Oriented Customers
Growing Customer Demands for Affordable
Alternatives
Incumbent
Customer preference of Ready-to-Drink
products
Core customers are apathetic about
unhealthy nature of energy drinks
High marketing cost
€0.79Individual package (35g)
€0.79
Individual package (35g)
Average Consumption
4-5 times a week/consumer
€0.79
Individual package (35g)
Expected Market Share
0.5% or 21,500 consumers
€0.79
Individual package (35g)
Expected Earnings
€4.61 million
New FlavorsAcai & Honey
New FlavorsAcai & Honey
Middle YouthAge 30-45 years old
New FlavorsAcai & Honey
Middle YouthAge 30-45 years old
Rotterdam
The Hague