Marketing Campaign for an Energy Drink with a Superhero Mascot
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The document proposes a marketing campaign for a new energy drink called TNT. The campaign aims to increase brand awareness, position TNT and its mascot NitroJen as symbols of endurance, and establish brand imagery. The target group is ages 13-35 who are risk takers and physically active. The campaign will use social media, print, TV, product placement, and experiential events over 3 months. It will launch during the IPL season and include fitness challenges, an adrenaline sports fest, and IPL sponsorships to engage audiences and introduce them to TNT. The campaign's success will be measured using various social and traditional media metrics as well as participation in events.
Marketing Campaign for an Energy Drink with a Superhero Mascot
- 1. Team - Academically Challenged Members Arjun Nair | Ashwin Iyer Institute IIM Indore NitroJen
- 2. NitroJen
- 3. Rationale Nowadays the young urban adults have the undying urge to make the most of their life, even a 30 hr day would seem short for them. But there is a gap between what they want to do and what they can do Sustaining these high energy levels would need both a physical and a mental boost. The physical boost, provided by the product TNT and a mental push from the brand Mascot NitroJen would instill in consumers the undying spirit of endurance Physical Strength Psychological Push More out of life NitroJen
- 4. Character Brief Real Name : Jennifer Francis Kutty Superhero Alter Ego : NitroJen Brand represented : TNT Background : A child of circumstance born in a era of male-child favoritism; Jennifer lives to proves that she can best the opposite sex in any given challenge With her unbound mental strength, forged by years of unfair treatment, and a freak chemistry lab accident, she has assumed the avatar of NitroJen Super Powers Freak accident resulted in enhanced physical strength, stamina and agility Hair whip (an extension of her long & strong hair as a result of belonging to the land of coconut) And most importantly, the Power to motivate Key Characteristics Iron-will Contagious Enthusiasm Near infinite source of bubbly-ness and energy
- 5. TNT High-octane energy Adrenaline-rush thrillsGiving a 110% Blow away the competition Mascot Brand Fit NitroJen Spirit of Competitiveness Adventure Pinnacle of Endurance Fair play/ Justice Energy and Enthusiasm No guts, No glory
- 6. Marketing Objectives Marketing Objective Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics Increasing awareness of TNT amongst the TG Position TNT and NitroJen as being synonymous with endurance Establish brand USER and USAGE imagery Marketing message TNT is an energy drink for the sporting and gutsy individuals who enjoy pushing their minds and bodies past their limits. While NitroJen, the mascot, works towards building your mental fortitude, TNT supplies you with the physical energy to take on any challenge head-on NitroJen
- 7. Target Group Demographics Age 13-35 Men and Females Psychographics Consumption Constellation Risk TakersImage Conscious Influencers Over Achievers Physically Active Regularly Eat out Travel frequently Outdoor person Big spenders Active on Social Media Urban Well educated Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics
- 8. Timeline Month 1 - Build Brand Awareness & Exposure - Focus on Mass Media (80%) advertising to build User and Usage Imagery Month 2 - Heavy Audience Engagement - Continue with Mass Media Advertising (60%) Month 3 - Use targeted marketing to induce higher trial - Continue with Mass Media Advertising (40%) - Audience Engagement(40%) We plan to launch the 1st month of the campaign to coincide with next IPL season Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics
- 9. Market scenario Energy Drink Segment First Entrant Laggard Entrant Early Entrant Laggard Entrant Initiator Imitator Attempts to gain market share through intense audience engagement campaigns
- 10. Communication channels Social Media Print Media TV media Product Placement Events and Experiences/Audience Engagement Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics NitroJen
- 11. Communication channels Social Media Create a NitroJen profile, with frequent updates about various PR events, and with comments on various current issues to increase fan-base and subscriptions Youtube videos featuring different physical feats of strength by NitroJen to build popularity Print Media Place advertisements in sports magazines and health magazines Sponsor stories in health magazines about the energy drinks category. TV Media Sponsor reality shows based on extreme sports and adventure like Khatron ke khiladi, Roadies etc Do strategic product placement in TV-shows based on spirit of competition Product Placement Strategic product placement in adrenaline filled movies and action flicks Sponsor a movie which goes in sync with the brand personality of TNT ie exuberant, energetic, youthful etc Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics NitroJen
- 12. Train With nitrojen Win a Bootcamp Workout with NitroJen There's nothing basic about this training. NitroJen, will personally visit the local Gold's Gym and give 30 people the workout of a lifetime!!! Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics
- 13. Launch the campaign in Partnership with Golds Gym across following locations Train With nitrojen Location Number of Gyms Location Number of Gyms Mumbai 12 Delhi 7 Pune 4 Bangalore 8 Indore 3 Kolkata 3 Noida, Gurgaon 3 Ahmedabad, Baroda, Cochin 3 30 people across each Gym location would be selected to train with Nitrogen Exclusive distribution of the TNT Energy Drink Motive to prove the efficacy of the drink train them, tire them and then give them the energy drink to rejuvenate Lack of sufficient motivation at gyms is a primary reason for people leaving, which is a issue that NitroJen can help tackle Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics
- 14. Adrenaline Fest A fest of extreme sports aimed to bring adrenaline-pumping experiences to target market. NitroJen can use her power of motivation to help people take that leap of faith and overcome fears Bungee Jumping Paragliding Sky Diving Rock Climbing Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics
- 15. N-durance Challenge A Triathlon event aimed not only at competitive individuals, but also for the casual fitness enthusiast Endurance Challenge offers a unique running, swimming and cycling experience that allows people to push and exceed their personal limits NitroJen will accompany athletes during each stage of the race to give them the psychological push needed for them to go on Great channel to induce trial amongst TG and by providing energy drinks during different stages of the event, let athletes experience the product first hand Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics
- 16. ipl-TNT PINCHHITTERS Awards for Explosive Player of the match Highest strike rates for players who have played minimum 15 balls Keywords like TNT-Pinchitter from commentators Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics
- 17. Alternate Avenues PR activities around athletic training centres to get youth hooked on Distribution Kiosks at adventure sport sites like Dalhousie and Rishikesh Public transport advertising (cabs/ buses/ metro) The amount of ground that this form of advertising will cover is immense at low cost Company-initiated mystery shopping Social media contests like create your own flavors or What would you do if you were NitroJen. Online comic strip competitions with NitroJen and TNT merchandise as prizes Work towards sponsorships of college fests, where NirtoJen can make appearances. Not only does this increase brand visibility for a major chunk of energy drink consumers, also helps establish a great distribution channel Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics
- 18. Market Diversification Though not a part of the three-month marketing campaign, the following could be implemented on a long-term basis TNT Energy Bar A Juice bar that serves refreshing energy-drink based cocktails Come out the following variants to tap non-users market Low-Caffeine For those concerned about harmful effects of Caffeine Low Sugar For the calorie conscious Multiple flavours For those who have an issue with medicinal taste of energy drinks Leverage Web 2.0 through Blog sponsorships TNT advertised Spot NitroJen competitions Location-based services app giving location of nearest TNT outlet Gaming & Entertainment TNT racing games for gaming consoles iTNT, an entertainment mobile app that simulates a can of TNT Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics
- 19. Measurement Metrics Communication Channel Metrics Social Media No. of members No. of people signed up for applications No. of people playing games in each application No. of Twitter followers No. of clicks on TNT website post launch of online ads No. of people following blog TV Media No. of viewers of show during which ad was aired Print Media No. of online subscribers to magazinese No. of clicks on TNT-related articles Product Placement No. of viewers of show based on TRP ratings No. of positive and negative comments discussed about the show Brand Awareness Brand Audit Study Specific Campaign Metrics Train with NitroJen Footfall during events, Participation in activities and Consumption of TNT during campaigns Adrenaline Fest Ndurance Challenge IPL TNT Pinch-hitters Measure the Brand recall rate of IPL viewers during season Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics
- 20. Brand Personification Going forward if their be a need for an exclusive brand ambassador to personification of NitroJen we would choose Deepika Padukone
- 21. Thank you
- 22. Appendix I - Stats Total Target Market 32% consume 71% energy boost 57% stay awake 60% mental alertness 68% do not consume 63% do not want to try 47% Caffeine is harmful 44% high prices 39% dislike taste 37% want to try Possible Solution : More flavours, Less sugar, Reduced Caffeine