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Brand Marketing Plan Of: SPEED 2010

SPEED is a carbonated beverage and energy drink brand that is the second largest in market share and sales volume in Bangladesh. The document outlines SPEED's brand marketing plan to become the market leader within five years. The plan includes increasing market share by 16% within a year through expanded distribution and sales promotions. It also aims to achieve 50% top-of-mind brand awareness within a year through extensive advertising, events, and outdoor branding. The marketing mix, sales forecasts, and detailed calendar of communication activities and events are provided to achieve the goals of becoming the recognized market leader and "icon of branding" within the energy drink category in Bangladesh.

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Osman Abdul Quader
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130 views43 pages

Brand Marketing Plan Of: SPEED 2010

SPEED is a carbonated beverage and energy drink brand that is the second largest in market share and sales volume in Bangladesh. The document outlines SPEED's brand marketing plan to become the market leader within five years. The plan includes increasing market share by 16% within a year through expanded distribution and sales promotions. It also aims to achieve 50% top-of-mind brand awareness within a year through extensive advertising, events, and outdoor branding. The marketing mix, sales forecasts, and detailed calendar of communication activities and events are provided to achieve the goals of becoming the recognized market leader and "icon of branding" within the energy drink category in Bangladesh.

Uploaded by

Osman Abdul Quader
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Brand Marketing Plan of SPEED 2010

Introduction
SPEED is carbonated beverage. It is treated as Energy Drink. SPEED started its journey on April 2006. Now it is 2nd in position by brand awareness and volume sales. Unique packaging is the main strength of SPEED.

Covering Points
Brand Marketing Strategy Documents:
Brand Information Major Competitors Target Group Market Size Market Segmentation Competitive analysis Market Growth SWOT Analysis Positioning Brand Marketing Plan Sales Analysis Budget Control

Brand Information
Product : Carbonated Beverage Brand : SPEED Company : Akij Food & Beverage Ltd SKU : 250ml (CAN) & 250ml (PET) TG : Age 20 to 38+ Pay Off Line: Habby Energy Positioning : Energetic, Recharging

Target Group
Occupation Lifestyle Attitude Fashion Sports SEC Knowledge

: : : : : : :

Service General but showing tendency Life is enjoyable Common Carom, Cards B+& B Not so educated

Major Competitors
Tiger Black Horse Big Boss Shark

Market Size
Total market Tk 380 crore per anum

Market Segmentation
Urban Semi Urban

Competitive Analysis
Brand Amount (Crore/year )
240 70 36 24 10 380

%
Market Share
63 18 9 6 3 100
Tiger Speed Big Boss Shark Others

Tiger SPEED Big Boss Shark Others Total

Market Growth

Energy drink market growth is 33%

SWOT Analysis

Strength
Unique packaging Latest technology Brand Image Market leader in 250ml CAN

Weakness
Shortage of production capacity Distribution problem Poor coverage Lack of experience in production planning

SWOT Analysis
Opportunity - Increase brand image - Grasp market share by using its brand image and packaging Threat - Market leader launched new brand with high celebrity image.

Positioning
High T SP SP Quality Low BH BB SK High T- Tiger

SP- SPEED
BH- Black Horse SK- Shark BB- Big Boss

Low

Brand Image

Brand Marketing Plan


Vision Mission Objectives

VISION
SPEED will be Market leader in energy drink segment by five years.

Mission
-

Increase 40% market share by next 2 years Top of mind brand recall by next 2 years

Objectives
Increase

16% volume share by next one year Top mind brand awareness 50% by next one year Icon of branding by one year

Increase 16% volume share by next one year


Focus on increasing numeric distribution by supporting the sales team with timely activities Stimulate trade through innovative below the line activities and promotions Focus on distribution channel on sales operation Focusing on increasing numeric distribution by supporting the sales team with timely activities Motivate the sales force through educational initiatives and incentive programs Engage distributors through relationship building activities to take ownership of brand to push for growth

Top mind brand awareness 50% by next one next year

Increase overall brand awareness by harnessing the new campaign and exploiting the appropriate media Activate the brand through street activation like SPEED LIVE DHAMAKA Establish as Recharging Icon as the singular communication and activation platform Bring the brands to life by harnessing activation ideas across the full spectrum of the target audience Extensively exploit outdoor branding opportunities to create top of mind brand awareness

Icon of Branding by one year


Increase branding where target audience visit Arrange street concert regularly Picnic spot branding for maximum exposure Increase visibility through shop branding, display contests and inshop merchandizing

Sales Forecast with Sales Comparison


250ml CAN
120000 100000 80000
Volume

2008 2009 2010

60000 40000 20000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Months

Sales and Forecast growth Analysis


250ml CAN
Base on 2008
1200% 1000% 800%
Percentage

Grow th;09

Grow th'10

600% 400% 200% 0%

-200%

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Months

Sales Forecast with Sales Comparison


250ml PET
350000 300000 250000
Vulume

2008

2009

2010

200000 150000 100000 50000 0 Jan Feb Mar Apr May Jun Jul Months Aug Sep Oct Nov Dec

Sales and Forecast Growth Analysis


205ml PET
Base on 2008
8000% 7000% 6000%
Percentage

Grow th'09

Grow th'10

5000% 4000% 3000% 2000% 1000% 0% Jan Feb Mar Apr May Jun Jul Months Aug Sep Oct Nov Dec

Sales Forecast with Sales Comparison (in Crore)


Year
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2008

5.85

4.23

13.03

12.13

17.23

11.71

17.51

12.26

33.40

24.05

4.51

20.69

2009

2.11

2.82

5.42

9.61

7.86

6.58

8.21

5.3

9.36

10.29

12.23

12.23

2010

6.86

8.08

10.51

13.47

13.47

11.73

11.73

9.55

18.6

12.51

13.21

6.86

Sales Forecast with Sales Comparison


Total SPEED
200000000 180000000 160000000 140000000 120000000

2008 2009 2010

Value

100000000 80000000 60000000 40000000 20000000 0

Fe b

M ar

Ja n

Ju n

Ju l

ov N

M ay

Se p

Ap r

Au g

Months

ec

ct

Sales and Forecast growth Analysis


Total SPEED
Base on 2008
3500% 3000% 2500% Grow th'09 Grow th'10

Percentage

2000% 1500% 1000% 500% 0%

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Months

Marketing Mix
Product
Product- Carbonated Beverage Familiar in Energy Drink Raw Material- Fir Manish, Switzerland Bottle- Sipa Italy Closer- Food Graded Resin (Korea) Machine- Krones Germany Production Capacity- 36000 cases/day (all CSD) 72000 cases/day from April (all CSD)

Price
Price is always competitive

Place
All A,B & C category outlets All HoReCa Coverage urban and sub urban areas

Promotion
TVC RDC Press Magazine Trade Promotion POSM Outdoor Branding Events

Outdoor Branding
Billboard Shopsign Lightbox Passenger Shed Branding Bus Branding Road Show Smoking Zone Branding

Communication, Events & Activation


January
1.

New Year Celebration- Concert

Communication, Events & Activation


February
1.

Speed Live Dhamaka- Concert, Jokes & show little drama

Communication, Events & Activation


March
1. 2. 3.

Speed Live Dhamaka- Concert, Jokes & show little drama Dummy Pack Show in different district Sponsorship

Communication, Events & Activation


April
1. 2. 3.

Speed Live Dhamaka- Concert, Jokes & show little drama Dummy Pack Show in different district Display contest

Communication, Events & Activation


May
1. 2. 3. 4.

Mega Concert- Anti drug campaign at any suitable stadium Speed Live Dhamaka- Concert, Jokes & show little drama Sponsorship Display Contest

Communication, Events & Activation


June
1. 2.

National Carom Championship Speed Live Dhamaka- Concert, Jokes & show little drama

Communication, Events & Activation


July
1. 2.

National Carom Championship Speed Live Dhamaka- Concert, Jokes & show little drama

Communication, Events & Activation


September
1. 2. 3.

Speed Live Dhamaka- Concert, Jokes & show little drama Dummy Pack Show in different district Display Contest

Communication, Events & Activation


October
1. 2. 3.

Speed Live Dhamaka- Concert, Jokes & show little drama Dummy Pack Show in different district Display contest

Communication, Events & Activation


November
1. 2. 3.

Speed Live Dhamaka- Concert, Jokes & show little drama Dummy Pack Show in different district Sponsorship

Communication, Events & Activation


December
1. 2. 3. 4.

Victory Day Celebration- Concert, Promote Skating Speed Live Dhamaka- Concert, Jokes & show little drama Christmas Day Celebration- at few hotels Sposorship

Control
Closely monitoring all activation and promotional work If require made some research work

Thank You

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