Tom Kuriakose Mike Salazar Lauren Rosasco Mike Landers Sean - - PowerPoint PPT Presentation

Tom Kuriakose Mike Salazar Lauren Rosasco Mike Landers Sean Gordon Sean Gordon

Her Bull

Introducing a new drink, formulated just for women, Her Bull, a Bull for her. It will give you , , g y “more than wings.” A delicious, fruit smoothie, packed with energy to help keep you going, all day day. Pick up a Strawberry Banana or Passion Fruit all p y natural Red Bull fruit smoothie. Look for the

• riginal can with a new twist, pink and white. It will

help keep your wings going while helping to find a help keep your wings going while helping to find a cure for breast cancer, giving you “more than wings.”

Rejected

Red Bull Energy Pack li it d t t k t

j

limited target market would cost more for the consumer to purchase. purchase. no growth with this product Tropicana/Red B ll Breakfast drink Tropicana/Red Bull Breakfast drink Was not ideal as a family drink. Parents will not allow this to be serve to Parents will not allow this to be serve to there kids. This is not healthy to give to kids.

Her Bull : A Bull for Her Her Bull : A Bull for Her

Keeps “Red Bull” name

Strong brand, well-known

Makes target market obvious Shows that it is an alternative Shows that it is an alternative

Target Market Target Market

Psychographics: Young to Middle Age Women Demographics: Young to Middle Age Women Geared towards excising and working out Regular Red Bull drinkers looking for a new taste with the same, stellar results. Working women Mothers Women on the go Active women Active women

SWOT

Strengths Weaknesses g Improvements in psychomotor performance ( Health Concerns Small advertising (reaction time, concentration, memory) We’re #1 in the Energy budget in comparison to

• ther growing companies

We re #1 in the Energy drink industry & recognized as a champion

SWOT

Opportunities Threats Being Eco-Friendly (Free Admission to concerts by recycling Red Bull cans) Competition rising (Amp, Starbucks, 5-Hour) by recycling Red Bull cans) Red Bull Cola, accepted into market Her Bull will be Bad Economy, Red Bull not a necessity into market, Her Bull will be similar.

Marketing Mix Marketing Mix

Product: New energy drink for women gy Placement: 1st year- 5 cities, after that, nationwide Promotion: “Susan G. Komen For the Cure: A Walk For Her” Price: $2.25, Wholesalers to Retailers

Marketing Mix: Product

New energy drink that is target towards women

Marketing Mix: Product

New energy drink that is target towards women. A delicious fruit smoothie that comes in Strawberry Banana or Passion Fruit. The can itself looks the same but has a pink and gray tint. The pink ribbon is a symbol for breast cancer The pink ribbon is a symbol for breast cancer Portion of proceeds will go towards finding a cure for cancer.

Marketing Mix: Placement

Goal is to distribute product to all existing

Marketing Mix: Placement

Goal is to distribute product to all existing Red Bull carriers in the U.S. 1st year- release, would take place in all y , p major U.S.cities 2nd year- placement would consist of the y p rest of the U.S. and moving the product to the International Market.

Marketing Mix: Promotion

“Susan G. Komen for the Cure: A Walk for Her”

Marketing Mix: Promotion

Susan G. Komen for the Cure: A Walk for Her

A walk for Breast Cancer in New York, Los Angeles, Chicago, Boston, Atlanta, and Miami on the same day, simultaneously. Event in in coordination with launch with our new Event in in coordination with launch with our new product, Her Bull. Hand out free Her Bull to all participants in the walk, and all those that have contributed to the cause.

Commercial Idea

We wanted to present Her Bull and women in an p extreme way. Showing famous, high powered women, doing what they do best; taking risks, being full of energy This is what Her Bull stands being full of energy. This is what Her Bull stands

• for. Her Bull empowers women to be their best,
• everyday. Her Bull gives you “more than wings.”

Pricing Pricing

Maximize Marketing Share Maximize Marketing Share.

Women, increase market share by expanding market getting women to switch expanding market, getting women to switch from another drink, to Her Bull.

Elastic Elastic

Not a necessity, so as price goes up, consumers will look to alternatives or stop consumers will look to alternatives or stop buying energy drinks altogether

Pricing g

Competition

Make prices similar

Red Bull: $2.75 Monster: $2.99 Amp: $2 79 Amp: $2.79 Starbucks Frappuccino: $2.59

Final Price: $2 25 Final Price: $2.25

Before selling to wholesalers and retailers who will raise up to what we hope p p is about $2.75

Profit & Loss Statement 5 Year Projection 5 Year Projection Her Bull: Red Bull for Her

Year 1 Year 2 Year 3 Year 4 Year 5

Revenue

U it S ld 1 500 000 3 750 000 5 000 000 7 500 000 8 500 00 Units Sold 1,500,000 3,750,000 5,000,000 7,500,000 8,500,00 Price per Unit $2.25 $2.25 $2.25 $2.25 $2.25 Total Revenue $3,375,000 $8,437,500 $11,250,000 $16,875,000 $19,125,00

Expenses

Flavor Development $150,000 $0 $75,000 $75,000 $0 Package Design $50,000 $20,000 $20,000 $20,000 $20,00 Advertising $5,000,000 $5,000,000 $5,000,000 $5,000,000 $3,000,00 Machinery $1,000,000 $0 $0 $0 $0 Shelf Space @ $5,000/ store $120,000 $180,000 $240,000 $300,000 $310,00 Cost of Goods Sold @ $.35/ unit $525,000 $1,312,500 $1,750,000 $2,625,000 $2,975,00 Distribution @ $.10/ unit $150,000 $375,000 $500,000 $750,000 $850,00 Marketing Director $125,000 $155,313 $195,275 $253,711 $321,23 Marketing Manager $75,000 $103,313 $141,195 $197,468 $262,74 Marketing Assistant $30,000 $31,200 $32,448 $33,746 $35,09 Total Expenses $7,225,000 $7,177,325 $7,953,918 $9,254,925 $7,774,07 Total Profits

• $3,850,000

$1,260,175 $3,296,082 $7,620,075 $11,350,92 Profit Margin 14.94% 29.30% 45.16% 59.35% Growth Rate 161.56% 131.19% 48.96%

Distribution Distribution

Red Bull Inc. to Wholesalers to Retailers Price starts at $2.25 By the time consumer purchases Her Bull, we y p expect it to be marked up to about $2.75 Supermarkets, SuperCenters (Walmart), Wholesaler Stores (Costco), 7-Eleven, Gas Stations, etc.