Marketing Plan for energy drink

Brief: Nomad Trading Co., a small American functional drinks manufacturer and creator of the ‘radically sustainable energy drink’ Nomad Energy, has teamed up with a UK investor to launch Nomad Energy in the UK. Due to their relatively limited budget they have decided to specifically target UK university students, which they believe to be a profitable customer segment. They have hired you to help them plan their marketing activities. In order to help Nomad Trading Co. you must complete your marketing plan using the template below

www.nomadtrading.co/nomad-energy/

www.kickstarter.com/projects/1273663738/nomad-energy-radically-sustainable-energy-drink

Develop a marketing plan for Nomad Energy by responding to the following brief and by
using the template :

Customer Segment Analysis
(a) Describe what ‘profile’, ‘psychological’ and ‘behavioural’ segmentation criteria refer to. (~100-150 words)
(b) Research (using the internet) the profile, psychological and behavioural criteria of UK students (especially in relation to energy drink consumption). Keep in mind that not all students are the same and that it may therefore make sense to define and select a more specific type of student as your target segment. Also keep in mind that all the following sections of your final marketing plan build on this and that detail therefore is very important (for example, instead of saying that students like fashion, YouTube videos, music and shopping online, identify and state their favourite fashion brand, YouTube channel, musician and online shopping site). Present your target customer segment as a comprehensive and detailed Consumer Criteria Chart (revise and add to this as you continue to work on the following sections). (not included in word count)
(c) Decide and state what you consider to be the most relevant aspects of your target segment with regard to their energy drink consumption. Explain your decisions and make reference to recent and relevant news articles or other sources to help justify these decisions (make sure that these decisions align with your decisions from the previous section and if necessary revise your decisions as you continue to work on the following sections). (~350-400 words)

3
Market Positioning
(b) Develop and present a market map of the UK student energy drinks market, including the key competitors identified in section 1 (if necessary revise section 1). Place Nomad Energy accordingly. (not included in word count)
(c) Explain your market map (choice of labels and positions of competitors) by referring to your findings from the previous sections (if necessary revise previous sections). Explain whether Nomad Energy’s position in this map is good or bad in relation to the competitors/target segment. Keep in mind that the labels of your market map need to be determined by the wants/needs of your target segment. (~350-400 words)

4
Proposition and Brand Development
(a) Describe how brand associations work. (~100-150 words)
(b) Develop and present a photo collage that depicts your proposed brand personality for Nomad Energy by including photos that represent the key associations that you think should be connected to Nomad Energy in order for it to appeal to your target segment. Make sure not to upset Nomad Trading Co. by moving too far away from their original values. (not included in word count)
(c) Explain your choice of photos and how you think these brand associations will enable Nomad Energy to capture a profitable market gap by referring to your findings from the previous sections (if necessary revise previous sections). Conclude your argument by stating the Unique Selling Proposition (USP) of Nomad Energy that you think will most appeal to your target segment. Make sure that this USP aligns with your proposed brand associations and that Nomad Energy can actually deliver on this USP as per its strengths identified in section 1 (if necessary revise section 1). (~350-400 words)

5
Marketing Comms Mix
(a) Describe the core elements of the marketing communications mix. (~100-150 words)
(b) Based on your findings from Coursework One, develop and present as a table six possible marketing communications options that you think will succeed in promoting Nomad Energy to your target segment. Each option needs to contain the following six pieces of information: (1) Communication Tool, (2) DRIP Task, (3) Type of Message, (4) Type of Medium, (5) detailed suggestion, (6) similar example from another company with reference. Your detailed suggestions should include the specific content of the message and the exact medium (i.e. specific TV or radio channel, specific magazine, specific outdoor or event location, etc.). Make your six options varied so that all four DRIP tasks are covered. (not included in word count)

(c) By referring back to your findings/suggestions from Coursework One, explain why these communications options would be able to successfully promote Nomad Energy to your target segment and position it positively against its competitors. (~350-400 words)

6

Integrated Marketing Comms Plan
(a) Describe how marketing communications can be integrated. (~100-150 words)
(b) Turn your six marketing communications options from section 5 into an integrated marketing communications (IMC) plan (if necessary revise section 5). Present a channel excellence graph that specifies (1) the type of integration to be used, (2) the key integrating element(s) to be used and (3) the specific strategic objective of each of the six communications options. (not included in word count)
(c) Explain your IMC plan and why you think it will be effective. To support your argument make reference to a successful IMC campaign from another company and highlight the similarities between that campaign and your proposed IMC plan. (~350-400 words)

7
Distribution Management
(a) Describe the key elements of a distribution channel strategy. (~100-150 words)
(b) Develop a concept for a pop-up retail store and present this concept using a photo collage that makes
clear the visual style of the store. (not included in word count)
(c) By referring back to your findings/suggestions from Coursework One, explain the rationale behind your concept and how it encapsulates your proposed brand personality. Also state what kind of music should be played at the store and explain your decision. (~350-400 words)

8
Customer Experience Management
(a) Describe the key dimensions of customer experience. (~100-150 words)
(b) Based on your IMC plan, develop and present a customer journey chart that clearly shows each stage of the journey ending with your pop-up retail store. Each stage (including the final stage of the store) needs to include the following five pieces of information: (1) communications option, (2) specific call-to-action, (3) DRIP task, (4) primary customer experience dimension and (5) AIDA stage. (not included in word count)
(c) Explain your customer journey and why you think it will be effective. To support your argument make reference to the marketing work of one or more other companies, highlighting the similarities to your proposed journey. (~350-400 words)

Sample Solution

ACED ESSAYS