The Answer My Friend, Is Blowin' In the Wind

Competition

Wind will enter a very saturated and competitive market. Standing out from the pack will not be an easy task, but based on a careful analysis of the competition, there are several ways that Wind will stand out.

Comp. Features Benefits Strengths  Weaknesses Rockstar High Caffeine, lots of vitamins, variety of flavors, 16oz can Restorative properties, more energy, suits more tastes Better promotional pricing makes it a better value, higher caffeine and energy blend gives more energy, more sugar free flavors Larger portion is served in non-resealable can RedBull Smaller 8oz Can, simple formula, unknown caffeine Less to drink, less "unknown" ingredients, lower energy content Strong brand recognition/equity, taste, smaller serving size Small portion, high price, less flavor choices, non-resealable can Monster High Caffeine, aggressive image,   16oz can  More energy, appeals   to extremists, more to drink High sugar content, high caffeine, aggressive image  High sugar content means bigger crash, less flavor choices, large portion in non-resealable can 5 Hour Energy 2oz shot form, most vitamins, no sugar Least to drink, no sugar crash, bigger sense of "health" More grown-up appeal, seems healthier, medical approval, less   to drink Not a beverage, tastes like vitamins, "niacin flush", expensive Wind All natural, lots of vitamins, two caffeine options, 16oz bottle, "green" package No harmful additives, better health benefits, choice of energy level, resealable bottle for portioning, less harm to the environment Feel-good factor of natural/green elements, reclosable bottle, better energy blend, non-carbonated formula Non-carbonated may not appeal to all, less flavor options Marketing Communication Strategies As for marketing communications, each product uses a similar approach to grabbing attention from their respective markets. RedBull has always utilized a more street savvy approach- a good friend of mine used to be on their street team, driving around in the RedBull car, handing out free samples to sleepy and sporty folks was a great way to create awareness. They also have television commercials, billboards, magazine ads, and sponsorships. Monster takes a different approach. Having entered the market as the #2 energy drink to RedBull, they had to go with an edgier approach in order to appear to a different segment. A little more sporty and a little less cerebral, they target more athletes and extremists than college students and OTR truckers. They sponsor rock concerts and X-games athletes, and don't advertise as heavily through traditional media, though along with the others, they do have a strong social media presence. Rockstar is my personal favorite of all of the options. I have never actually seen an advertisement for it in any traditional outlets, but like Monster, they sponsor several different extreme sports, and even had a car redone for a racecar driver on a cable television show. They also sponsor several music events, and have a strong social media presence. For Rockstar, what sets them apart in my mind is their large offering of flavors, and their constant promotional pricing (i.e. 2 for $3 deals). 5 hour energy is a completely different animal, as it isn't even a beverage. As an energy shot, it appeals to a different market segment. They are less of an extreme beverage, and more of a grown-up form of vitamin-based energy, designed to give energy without a sugar crash. They advertise on television, billboards, radio, and print ads, taking a more traditional approach that appeals to the average consumer. They have an adequate social media presence, but it definitely is not the basis of their marketing approach.                                                                                                                                                      Wind would be able to find its place among the noise by using a mix of all available communications outlets. Using a brand positioning strategy based on Product Attributes, Wind would benefit from advertising that encompasses a variety of avenues. Having a strong social media presence would be crucial, as the target market is millenials and hipster types that spend a lot of time online. Also, moderate amounts of television advertising in the form of sponsoring popular shows on cable television, as well as coverage on Netflix would reach the target market. Sponsoring "green" events would also be beneficial, as would magazine ads, sponsoring public radio, and grassroots efforts that involve person-to-person interaction with the brand and its representatives.
Being a natural product will set Wind apart- from its packaging to its contents, the focus will be on why it is better for you and the environment. This in itself will create a unique selling proposition that will position the brand away from its competitors. Student Project: All content in this blog is fictitious and is for educational purposes only.