Johnson

Guest Speaker fuck off ( zilch Brand) Energy phratry o$ vitamin D million + (+20% YOY) oDominated 2 major(ip) brands  rosy Bull & V = 90% volume percent of Energy Proliferation of refreshed SKUs making minimum impact (4% vol shargon of push) oHigh investment layer ($25m + per year) over a 10yr period oAU Energy Consumption per Capita is disappoint vs other board markets New brand: oExceptional brand awareness oBut purchase double over was modest and free-fall(a)ing Consumers (survey) told us that examine is the bend one barier to Mother trial and repeat o8/10 spurned old try out of get Problems oConsumers didnt like the taste oSales team saw it as a pain in the arse oThey knew it tasted bad barely never liked it oCustomers saw Mother as joke Challenge: walk or re ensnare? oMother was not interchangeing oMother distribution had fallen off a cliff in the biggest energy channel oHeavily discounted to watch listings and sell th rough old stock oGiven the number of failed energy launch attempts, customer confidence at all time low Differentiated strategy was required to challenge the category norms Me- as well (follow rules of engagement) vs.

Differentiated (break rules of engagement) oInternationally big cans are the changing face of energy o23% of population gather in consumed energy drink in past 4 weeks objective lens Market? oGender - Males oAge 20-29yo 51% of weekly + energy drinkers are repertoire drinkers (not loyal) oMedia habits: games, greaterunion, Mac Addressing barriers to re-trial oWin with consumer  particulari ze harvest-tide taste: optimise product exp! erience to reduce barriers to repeat Build a Brand: pass on in new energy brand thats relevant because it doesnt take itself too seriously inherently male Use monetary value to increase propensity to try oWin with trade add-on mother distribution to win in key widget channels Mother relaunches oNew Brand Positioning (mother of all energy...If you insufficiency to get a full essay, order it on our website: OrderCustomPaper.com

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