Sports & Energy Drink

Marketing PlanThe Netherlands

MBA 525 | SAMUEL SUTANTO

Clean Water

Active Lifestyle

Great Atlethes

Consumers began to avoid buying sports drinks because

it is a relatively expensive product and this meant that

many looked for more affordable alternatives.

Euromonitor, 2014

Amsterdam

Amsterdam

YouthAge 10-14 years old

Amsterdam

YouthAge 10-14 years old

TeenagersAge 15-18 years old

Young AdultAge 19-24 years old

Spanningzoekers(Thrill Seeker / Adventurer)

Wereldburgers(Global Citizen / Open Minded)

STRENGTH WEAKNESS

Novelty

Portability

Low-Cost

Natural Ingredients

Environmentally Friendly

Low Brand Recognition

Limited Financial Resources

Limited Product Portfolio

Limited Geographic Presence

OPPORTUNITIES

THREAT

Good Internet Infrastructure and

Usage

Growing Mobile Technology Adoption

Health Oriented Customers

Growing Customer Demands for Affordable

Alternatives

Incumbent

Customer preference of Ready-to-Drink

products

Core customers are apathetic about

unhealthy nature of energy drinks

High marketing cost

€0.79Individual package (35g)

€0.79

Individual package (35g)

Average Consumption

4-5 times a week/consumer

€0.79

Individual package (35g)

Expected Market Share

0.5% or 21,500 consumers

€0.79

Individual package (35g)

Expected Earnings

€4.61 million

New FlavorsAcai & Honey

New FlavorsAcai & Honey

Middle YouthAge 30-45 years old

New FlavorsAcai & Honey

Middle YouthAge 30-45 years old

Rotterdam

The Hague