Full Potential Energy Drink: Marketing Communications Strategies

This report offers a comprehensive integrated marketing communications (IMC) plan for the energy drink 'Full Potential'. It begins with an internal and external market analysis, assessing the current market situation, and identifying the target audience (youth aged 14-25). The report outlines specific marketing and communication objectives, including increasing sales and brand awareness. It details the budgeting approach and allocation, followed by the development of an IMC program, emphasizing sales promotion strategies like 'Buy 6 Get 1 Free' and digital marketing through social media platforms. The report concludes with evaluation and control measures, including recognition and recall, and emotional reaction assessments to gauge the effectiveness of the IMC plan.

Integrated marketing communications
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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Current Market Situation of the Drink.........................................................................................3
A. Internal analysis.............................................................................................................3
B. External analysis............................................................................................................4
The integrated marketing communications objectives................................................................5
A. Objectives of marketing................................................................................................5
B. Objectives of communication........................................................................................5
C. Primary Target Audience (Youth aged 14-25)..............................................................6
Budgeting approach and allocation of budget.............................................................................7
Development of an Integrated Marketing Communication program..........................................8
A. Sales Promotion.............................................................................................................8
B. Digital Marketing..........................................................................................................9
Evaluation and Control..............................................................................................................11
A. Recognition and Recall Measures...............................................................................11
B. Measures of Emotional Reactions...............................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

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Introduction
The aim of the marketing communication is to support the missions and the objectives which are
being incorporated in the strategic plan of the company. If an organization has a proper plan for
its audience it can focus on the marketing and communication as well. All the activities must be
performed following to that particular plan so as to create a big picture. Marketing
communication is a highly important strategy that helps the company to build a brand reputation
and focus on all the target audiences. This report focusses on an energy drink named “Full
Potential”.
Discussion
Current Market Situation of the Drink
A. Internal analysis
“Full Potential” is a symbol of vitality which benefits the athletes and working people. With a
tagline “Unleash the Beast”, it portrays the best image of being an energy drink to the audiences.
The drink is one of the best available in the market and has ingredients like caffeine,
carbohydrates, taurine, ginseng and B vitamins, which are highly known for developing physical
endurance. When the samples were given to the people, it was seen to have a relieving effects on
them. Furthermore, the results of the energy drink is seen to improve with high concentration and
speed. Therefore one of the main reason for awareness of the product in the market is due to the
tagline (Simkin, 2000).
The energy drink aims to promote a healthy/ active lifestyles which is an imperative factor
required in a time-pressed society. It helps in promoting the sports culture. Furthermore, the

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energy drink has been one of the highest revenue generating in the previous years. It is highly
popular among the consumer group consisting of students, athletes, night clubbers and everyone
involved in the late night shift.
Full Potential is various subsidiaries across the world and faced high competition from 200
newly emerging brands to highly known organizations like Red Bull, PepsiCo, etc. therefore Full
Potential keeps a track on their competitors and provides a limited and unique taste selections
when compared to other competitors. The most renowned brand have an extensive network for
distribution and sales and also have a higher brand reputation as compared to Full Potential.
B. External analysis
The product is affected by the macro economic factors. However, various side effects are also
seen with the high growth in the demand of the energy drinks. Due to which various restrictions
have been put by the government affecting the overall sale of the product. The political/
regulatory and the legal factors might affect the revenue generation of the energy drink. This has
led to high scrutinizing of the health watchdogs and the consumers groups towards the energy
drink and the other related products of the company. The sale of the product is also affected by
the price inflations. However, the young people and the exposure towards entertainment and
games has resulted in increased preferences towards these drinks. Furthermore, the downturn in
the economic condition can also impact the sales of the organization. Hence there is a need to
enter the foreign markets so as to increase the purchasing power in the developing countries.
However, with the reduced trade barriers and improvement in the trade cooperation, the
purchasing power is likely to rise. (Cherington, P., 1937).

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Full Potential should produce labels in all the countries in their language. But a higher cost will
be incurred while launching the product in various other geographical areas. Full Potential needs
to increase their brand equity so as to increase their brand identity along with the sales revenue
generation.
Full Potential needs to improve its communication strategies as well as promotional strategies.
This can be done by promoting and advertising the products using social networks as the
promotional tool. (Dholakia, N., 2015).
The integrated marketing communications objectives
The integrated marketing communications objectives are listed below:
1. To position the product as a new entrant for exciting the customers;
2. To attract and influence the purchase intention of the buyers;
3. To increase the brand loyalty among the customers in the same industry (Kumar, n.d.).
A. Objectives of marketing
1. The company aims to achieve a sale of approximately 5, 00,000 drinks in the first
semester of this campaign and around 1, 20,000 annually.
2. Further the company aims to increase the market share by around 15% in the same sector.
3. To increase the net profit by 10% by the sales.
B. Objectives of communication
1. Introducing the product in a very unique flavor so as to seek the attention of the
customers.
2. To increase the awareness of the customers towards this drink.

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3. To launch the product with a solidified brand altitude and communicate the brand
identity. (Jackson, A., 1975).
4. Almost 20% of the target customers will be the objective of regarding the drink as a
more preferred choice.
In order to increase the brand loyalty, the increased market share will be considered as the major
factor. The organization will focus on the hierarchical effects of the communication procedure
where the customers will be made aware regarding the product and then will be imparted
knowledge towards liking the product and finally persuade them to buy the product.
Furthermore, the aim would be to established Full Potential Flux and Sugar Free Full Potential as
a flavor so as to attract as many customers as possible (Free marketing materials, 2011).
The major emphasis will be placed on the 12-year plan of the IMC so as to place the initial focus
on building the product and then following a list in order to achieve the highest position.
C. Primary Target Audience (Youth aged 14-25)
• Product launch of Full Potential- Sugar Free - At the beginning of year 2017 in April.
• Generate awareness of Full Potential- Sugar Free- during the first semester, 0-50% of the
energy drink consumers will be targeted and then would increase up to 75% among the energy
drink customers in the end.
• Improving customers’ knowledge Full Potential- Sugar Free- by 50% at the end of the
financial year.
•Generating positive association in Full Potential- Sugar Free- by 25% during first semester
and 45% at the end of second semester.

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•The brand value of Full Potential- Sugar Free will be increased- by targeting the consumers
over 20% at the end of second semester.
• Increasing the brand preference toward Full Potential- Sugar Free- to increase the presence
among the competitors by 10%.
•Increase the brand loyalty by 15%.
Budgeting approach and allocation of budget.
In order to achieve the goal of selling 5, 00,000 drinks in a single financial year. The projected
target is estimated to be around $3,500,000. Where around 30% solely will be comprised of the
IMC budget, and the amount stated below will help in justifying all the advertising activities so
as to reach the objective.
Budget Element Budget
Media Advertising Cost
*Sponsorship
*Prints
*Cinema
*Radio
*Sales Promotion
*Public Relationship
$732,000
$200,000
$365,890
$144,580
$29,000
$7,000
$7,000

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*Digital $14,00
Additional IMC Cost $86,000
Evaluation and control $45,000
Total Cost $1,437,870
Bottom-up approach has been used for estimating the budget where the costs are tallied upwards
and accounting is made for each expected cost. Further the total costs is seen to be equal to the
finished project. This is a basic method but with high accuracy. This helps to attain accuracy at
the beginning of the process and then the work is done by breaking down the structure of the
project work and their costs. Although the task of noting the cost of every structure is time
consuming but it provides high accuracy.
Development of an Integrated Marketing Communication program
A. Sales Promotion
Sales Promotion is used for encouraging immediate purchase so as to allow the customers to
enjoy the benefits and then changes the perceived price on a temporary basis. The prime aim of
the organization is to have all the wholesalers, customers and retailers for purchasing in bulk
therefore a bonus gift pack claiming “Buy 6 Get 1 Free” in a bundle. Further the company and its
wholesalers, retailers should not only stock the product but also try to sell the product
effectively. The push strategy will be highly supported by a pull strategy using advertising
efforts. Furthermore, the company will hope to increase on-and off-shelf duration along with
increasing the product usage by loading the customers (Jensen, D., 2013). This will help in

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increasing the product usage by neutralizing competition, loading customers and sales
promotion. “Buy 6 Get 1 Free” will be available for a period of 4 months from April to July.
These four months will be conjugated with heavy advertising efforts. The youths will be highly
attracted as the product is cheaper and youths are not seen to be with disposable income. The
promotional activities will take place throughout the country and after a good semester, the
promotions will extend to the nearby countries. Initially sampling will be done in all the hyper
and super markets of the country. The volunteers will be assigned a definite slot for the initial
month for two hours so as to do active sampling, introducing, demonstrating and educating all
their crowd regarding the new product launch at the display counter. Further the customers will
have experience taste of the drink and will be given a trail-size cup.
Furthermore, all the customers will be given an offer to use the couponing effort at every sale of
the drink. An online competition will take place where the customers will have to act in an
advertisement calling out the tagline. The ones with best taglines will be given a redeemable
coupon for bonus packs as well as the individual cans. This will be beneficial for the other
customers to relate to the taglines of the product and they will keep all the taglines in the back of
their mind sub-consciously.
B. Digital Marketing
For digital marketing the social media is the most important tool that can reach out to maximum
number of youth possible. Digital marketing is the best form of communication and has a high
potential due to being a vast vehicle. Therefore, the customers can easily associate with the
product which can further help in continuous flow of information using the various methods that
can share the information among their friends and help to promote the product. This way the

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awareness can be produced towards the mass public especially among the sports and youth
segmentations. In order to associate the project with high buzz, various social tools can be used.
The vehicles for creating awareness include Facebook, Twitter, and various blogs so as to
communicate with as many youth as possible. This can be beneficial in creating a relevant and
more tech savvy form of communication. Furthermore, these social media can be used to hold
various Lucky Draw Contests for enhancing the awareness and further to entice their customers
so as to know about the products. The customers on “liking” the Full Potential official Facebook
Page and posting various pictures and taglines for the product, will win a IPad Mini in the lucky
draw held at the end of the session and 5 lucky winner will be announced who will get a gift
hamper containing Full Potential Pack of 12 cans.
In the Facebook page, “Invite Us” activity will start where all the youths will be invited to write
on their official page. Where the interaction with schools, sport events, recreational events etc.
will be held. This will be conjugated with the objective of maximizing the youth and their
vitality. Furthermore, the drinks will be distributed in gyms, sports clubs and schools. In these
areas the drinks will be distributed, sampling would be performed along with demonstrations and
education to the audiences regarding the products. The prime purpose of organizing these
activities is to generate anticipation and excitement during events. With all the enjoyment and
fun, the audiences will be educated regarding the product and its benefit.
While handling the Twitter, an update regarding all the coming events related to the promotion
of the project will be provided. All the Twitter users would be able to see these events. The
Twitter would be more beneficial than Facebook due to the option of retweeting which is a vital
form of communication among the youths at a higher speed. This will help in increasing the
awareness towards the product at higher rate than Facebook and other social media platforms.

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We will be using several testing methods in order to determine awareness levels. Some testing
methods will be aligned with specific media vehicles. The measures used are Recognition and
Recall, Emotional Reaction and Sales Response.
Evaluation and Control
A. Recognition and Recall Measures
A testing procedure would be used in the organization where all the participants would be invited
to watch a movie in a theater. During the process, a Full Potential Sugar Free advertisements
would be broadcasted. Furthermore, the same ad is shown in the internal. After the movie, all the
selected participants will be asked to recall the advertisement. This would be done by asking a
series of questions. These questions would be related to the Full Potential advertisement like the
color of the can, the date when it will be launched and related to it. This test will help in
measuring the impact of the advertisement on the mind of the people related to the recognition of
the brand along with their ability to relate to the brand and how the advertisements connecting to
the audiences. (Marketing aid launched, 2009).
The target audiences will be the audiences aging from 14 to 25. Furthermore the participants
from the target audience will again be provided with a magazine which has a Full Potential
advertisement in it. After 2 weeks they will asked to fill a questionnaire. This questionnaire will
be beneficial in letting the organization to know whether the target audiences paid any attention
to the advertisement. These readers will be classified on the basis most read, some read,
associated and noted.