Marketing Mix strategies of different energy drinks, and introducing our own energy drink, with competitive marketing mix strategies.

1. UOB Beverages
Company

2. Objectives
Background of energy drink market
Competition
Marketing Mix strategies of our product
Target market for our product
Conclusion

3. Background
Energy drinks were first appear in
Europe and Asia in 1960s, in response
to the consumer demand.
Beverages companies were intent on
expanding existing product lines and
developing altogether new products.
Energy drinks were marketed in
European countries for about 25 years
and safely consumed and enjoyed by
consumers worldwide.

4. Background cont.
Consumers are, more specifically male teenagers and people in their 20s.
Consumers want a product that gives them the boost they needed to
participate in sports / outdoor activities and various other social
activities, such as gamers, extreme sports enthusiasts, and the hip-hop
crowd.

5. Competition
Red Bull Monster Rockstar

6. Competition cont.
•Product: Red Bull is an energy drink, sold by
Austrian company Red Bull GmbH, created in
1987
Country of origin: Thailand
•Price: BD 0.600
•Place: Retailers, on-trade establishments,
vending machine, supermarkets
•Promotions:
oRed Bull TV ads,
oAthletes: US Travis Rice,
oEvents: F1 racing, Red Bull cliff diving, and
oSports: Motorsports, Bike, games, music
Red Bull

7. Competition cont.
• Product: Monster Energy is an energy drink
by Monster Beverage Corporation in April
2002. Country of origin: United States
• Price: BD 0.600
• Place: vending machine, supermarkets,
department stores, services stores
• Promotions:
o by young vendors in powerful truck blasting
music,
o high contrast recognizable posters in retail
stores, and
o high energy rushed TV ads.
Monster

8. Competition cont.
• Product: Rockstar (branded ROCKST★R) is an
energy drink created in 2001, Country of
origin: United States
• Price: BD 0.600
• Place: Retailers, on-trade establishments,
supermarkets, convenience stores, department
stores
• Promotions:
o Action Sports: BMX, Snowball, ski, Surf, Wake
Boarding Motor,
o Moto-Sports: Nascar, Rally, Snow cross, and
o Live Music: House party tour and breath
Carolina
Rockstar

9. 32%
28%
9%
31%
Competition Cont.
Red Bull
Monster
Rockstar
Others

10. UOB Beverages Company Product
Name:
Starting with the name of the
product, it’s called “Flaco”. Derived
from Falcon, Flaco is the Latin term
for falcon, in reference to the
silhouette of the falcon’s long,
pointed wings in flight. The name is
selected to show higher level of
energy.
1: Product

11. 1: Product
Objectives:
The product is able to
 Provide consumer with more energy.
 Enhance their performance:
mentally/physically.
 Improve cognitive performance.
 Increase alertness.
 Increase upper body muscle endurance.

12. Variants:
1: Product
Flaco Strawberry Flaco Lime

13. 2: Place
The product is to be launched at University
Of Bahrain. In the food courts and in
vending machines it is launched, making it
easily available. The target customers were
students and young person, that’s why it
was best to launch in the University.

14. 3: Price
The price of the product is
an important factor. Low
pricing policies are to be
used because of strong
competitors in the market.
As the product is new it
must be launched with the
moderate price, the price
will be BD 0.400.

15. 4: Promotion
Slogan :
Fasten your everything and get ready
to go higher.
Brand Ambassador :
Here we present Brand Ambassador of
our product Cristiano Rolando. A well
known football player, who tested the
drink and liked it too, we are grateful
to him for being the brand Ambassador.
Cristiano Rolando

16. Social Media :
Digital and social media provides
direct and relevant line of
communication with Flaco’s
core youth audience. These
channels of communication
make word-of-mouth
strategies more efficient and
effective. We represent our
product on the Instagram, so
that people can easily
exchange information about
our Energy Drink.

17. Target Market
Consumers to whom we will market our product are most
probably divided into two groups.
Demographics:
This group of people, more specifically include teenagers
and people in their 20s, males and females, most probably
high school and university students who lead active lifestyle.
Psychographics:
Consumers in this group can be best describe as those who
are in need of an easily affordable energy drink that may
help them to energize their life, increase alertness and
enhance the mental or physical performance. UOB sports
team players, hip hop crowd are the essential part of our
targeted customers.

18. Conclusion
This project was a good
experience, we came to know
about Marketing mix strategies
and their implementations in the
market place It’s very helpful
way to have energy, so wear the
shoes & run fast with flaco.

19. Question& Answers

20. Presented By
Ameena Mujeeb
Fatima Ebrahim Najim Buziad
Fatima Kadhem Husain Aljaboori
THANK YOU!