COLLEGE NAME

Strategic Market Planning

Marketing Mix Analysis for Organic Energy
Drink
Student Name
2/15/2019
 Executive Summary
Owing to health concerns and awareness Canada is a major consumer market for energy drinks.
However; the energy drink market is saturated new and small companies find it difficult to enter
and compete. The energy drinks segment is overshadowed by Red Bull, Monster Beverage
Corporation, Rockstar Inc., Coco-Cola, and PepsiCo. These firms focus on personalization
however it is important to understand and respond to the consumer demand for zero-calorie,
healthy, low sugar functional products. The product introduced here is BOLT an organic energy
drink that caters to the defined market of fitness oriented people who would like a zero sugar,
zero calories natural organic product that gives them the same alertness as any energy drink
would give. BOLT uses a unique element, the monk fruit which has proven to be 250 times
higher in sweetness than usual sugar and that too without any calories. It makes it exclusive and
the report intends to come up with information important for marketing an exclusive product.
As the firm has factory operations in Malaysia it is important to understand the relations between
Canada and Malaysia as they will help in assessing the strategies for the product. Canada and
Malaysia have 60 years of friendly mutual ties.  Regardless of an immense difference in
geographic dimensions both countries have similar population sizes, are rich in raw materials,
have extensive coastlines making them both maritime nations. Both are part of the United
Nations, the Asia-Pacific Economic Cooperation, and the World Trade Organization. In 2016
Malaysia was the third largest bilateral merchandise trading partner in the ASEAN region with
Canada, the trade amount was of CAD$3.3 billion whereas Canada’s merchandise imports from
Malaysia, valued around CAD$2.6 billion.1
The Malaysians have low wage labor2 so the costs of production will be low moreover; the main
organic ingredient Monk Fruit is more easily accessible from Thailand3 furthering the issue of
lower costs when it comes to supply chains.
The report is divided into different sections each pertaining to the specific demands of the
customer, the firm producing the revolutionary product BOLT. A lot of man hours and
dedication has gone into producing this report and we hope that it serves the purpose.
The primary objective was to identify the target market and create value for the brand in order to
change the general consumer perception regarding energy drinks and determine the market
potential. This report has been successful in answering all the aspects of our primary objective in
a detailed manner.

Signed By
1
https://www.canadainternational.gc.ca/malaysia-malaisie/bilateral_relations_bilaterales/canada-malaysia-malaisie.aspx?
lang=eng
2
https://www.thestar.com.my/business/business-news/2018/03/31/economist-manage-labour-issues-to-achieve-highincome-
economy/
3
https://www.mnn.com/food/healthy-eating/stories/what-is-monk-fruit

2
 Table of Contents

1. Executive Summary……………………………………….2
2. Introduction…………………………………….4
3. Product………………..5
4. Brand Name & Product Value………………….6
5. Target Market ………………………6
6. PESTEL Analysis…………7
7. SWOT Analysis………………………………………9
8. Competition……………………………10
9. Positioning Strategy…………………………………………………..11
10. Marketing Mix…………….12
11. References………………………………………15

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 Introduction
Firms from the twentieth century had firsthand knowledge regarding their customers and
the source of information was observing the people around. On the other hand, this century is the
age of augmented sources for accruing rapid and better information. The products and services
are innovative; businesses are spread across the globe; competition is fierce; strategies are sharp
and marketing approaches complex. All of these flourish on the basis of fast and up-to-date
information as marketers need information to analyze, plan, implement, control and make timely,
effective and productive decisions. Information is an imperative strategic asset and marketing
tool. This report is an information analysis report regarding marketing our new brand “BOLT” to
the Canadian market. The report comprises of different sections explaining the product, the
brand value, the target market, and the marketing mix analysis. A market analysis is a
quantitative and qualitative assessment of a market looking into the size of the market volume
and value, the competition, the assortment of customer segments, buying patterns, economic
environment, entry barriers and regulation. (Winer and Dhar, 2014) The primary objective is to
identify the target market and create value for the brand in order to change the general consumer
perception regarding energy drinks and determine the market potential.

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 Product
A product includes the range, design, quality, features packaging, and positioning of a product or
service. There is a constant emphasis on this "P" owing to the fact that consumers have more
information; thanks to digitalization; more knowledge and have critical buying behavior. With
such evolving consumers the word product is more than an idea, a good or a service. Now,
product is a broad notion that assures the fulfillment of all the needs a consumer has in relation to
an idea, a good, or a service. (Burton, Parker and Lawley, 2012)
The product under discussion is an energy drink. An energy drink is a beverage containing
stimulant drugs, taurine, caffeine, vitamins, herbal supplements, and sweeteners marketed as
mental and physical stimulants helping with weight loss, good at improving energy, stamina,
concentration and athletic performance. (Seifert et al., 2011) The new face of this product is the
organic energy drink. It has evolved to one of the fastest growing product categories in the
international soft drinks market from being a niche product. This is the result of a growing focus
on health and fitness in the new era. The new consumer is moving away from the fizzy
carbonated drinks and with such a decline it is high time for energy drinks to reap both revenue
and volume sales. (Diel and Khanferyan, 2018)
Organic energy drinks are the new substitute for soft drinks in the bars offered as caffeinated
alcoholic drinks, energy shots, and relaxation drinks. Energy drinks have been criticized for
disadvantages like cardiovascular problems and remain controversial yet there is a renewed
interest owing to innovation. The most important factor behind a soaring global growth is the
ability of the drink to provide consumers with an immediate and effective energy boost; a factor
reverberating positively with global consumers.
We propose to market BOLT an Organic Energy Drink having no negative side effects rather
truly improve the health of the consumer. Most of the natural and organic energy drinks have
few common ingredients like green tea, green coffee, ginseng and guarana. Ours is the UNIQUE
monk fruit offering antioxidant properties and a pleasant sweet taste. It has medicinal qualities of
treating obesity, diabetes, and inflammatory conditions. Consumers are increasingly concerned
about unhealthy artificial sweeteners. The first choice was stevia leaf but by adding monk fruit to
BOLT we acquire organic certification keeping the original taste. The monk fruit extract is 150-
250 times sweeter than regular sugar, yet zero calories and does not impact blood glucose levels
negatively (Healthline, 2019) clearly there are no known side effects. (Natalie Olsen, 2018)
BOLT is vegan, free of sodium and gluten and GMOs (genetically modified organisms)
however; the drink keeps its energizing properties owing to the presence of Echinacea, green tea,
and ginseng in our drink. The product uses no artificial chemicals, free from pesticide, No
artificial preservatives or controversial dyes and food colorings.

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Brand Name and Product
Value
A brand is the main element of
differentiation a product has from
the competition. (Hammond, 2011)
A powerful brand is able to bring
out customer allowing the firm to
charge a higher price. A brand is an
intangible asset with a promise to
deliver certain features. A brand
brings specific attributes to our mind. BOLT caters to a fast paced millennial lifestyle. The other
feature is benefits as the attributes translate into benefits. The fast paced millennial is more
concerned with health benefits and BOLT has health benefits while retaining the buzz of an
energy drink. The BOLT grants people the much needed energy to follow their passions devoid
of the predicaments that are classically associated with energy drinks. This product allows
health-conscious people to have an all natural option for an energy boost lasting all day and that
too very conveniently. The brand is more about value of the producers thus, BOLT is our pride
and we value the health concerns of our consumers and that’s the main reason for introducing
monk fruit as the sweetener. The brand presents a certain culture BOLT represents the fitness
culture for the fast paced world. The personality of brand is also unique as is of an adult who is
working in the modern world who wants to stay healthy and work with an alert mind. Our brand
promotes the values of the user someone who respects and represents the features of our brand.

Target Market
Our proposed target customer segment represents busy individuals who are overly active in their
personal and professional lives and who are fascinated by fast paced events. The customer of
BOLT is urban /rural high income professional male and female of age group 26-45. They seek
enhanced performance and are ambitious.
Marketers start by dividing the market into segments. They identify and profile distinct groups of
buyers who might prefer or require varying product and service mixes by examining
demographic, psychographic, and behavioral
differences among buyers. Kotler defines target
market as a faction of the qualified existing
market that a company decides to pursue.
(Kotler and Keller, 2012) In order to be
pursued a target market has to be measurable,
accessible, sustainable, differentiable and
actionable to be viable. (Aghdaie and
Alimardani, 2015) A market is a cluster of
actual and potential buyers and a firm designs a
strategy to satisfy the specific needs and

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preferences of their target market. (Kotler and Keller, 2012) Targeting as a result of
segmentation entails finding specific groups to sell products. The process of breaking up a
standardized market into diverse segments persuades the marketer to make better and informed
decisions after evaluating the needs of the market and reflecting the company’s ability to
competently serve those needs.
Market segmentation means well-defined slices consisting of a group of customers sharing an
analogous array of needs and wants. (Aghdaie and Alimardani, 2015)A marketer must identify
the apt number and nature of market segments and focus on which one(s) to target. We used two
broad groups of variables to segment consumer markets. The descriptive characteristics:
geographic, demographic, and psychographic; and the behavioral factors, like the consumer
benefits, usage occasions, or brands. Notwithstanding the type of segmentation scheme used, the
focal issue here is amending the marketing program to identify customer differences. The
segmentation of the global organic energy drinks market is done on the basis of product type
like energy shots, low crabs, sugar free, protein drinks, and others. The fastest-growing segment
in the organic energy drinks market is the sugar free segment as projected to be during 2017–
2023. With a value of $43 billion in 2016 and projected to reach $84.8 billion by 2025 it is a
market to enter and sustain. (Grandviewresearch.com, 2017)

Canada is a market that matches our proposed targeted consumer and market analysis tests have
given us ample information to believe that we can enter the market without fear.
PESTEL Analysis
The PESTEL analysis depicts the environment of a particular market by enabling a manager to
classify the crucial macroeconomic factors influencing the future development of the business.
The detection of future macroeconomic variables of interest helps the manager in taking better
strategic decisions. A framework comprising of the Political, economic, sociocultural,
technological, environmental and legal factors of Canada is analyzed in this report.

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Political Factors The political trends in a can extensively influence a new brand in an already
mature market. Policies of the government regarding health of the population and the energy
drinks can be a major threat for BOLT.
Economic Factors Before entering a new market the firm must understand that the economic
situation of the proposed target market. Canada has a GDP of 1.653 trillion USD and since 2006
the organic food industry in Canada has tripled as consumers are willing to spend more for food
that is environment-friendly. (Alliance Experts, 2016) Thus, approving our analysis that the
consumer trend to be healthy and consume sugar free yet sweet products which are topped by
medicinal values is direct in line with our unique and innovative product.
Socio-cultural Factors It is important for a marketing manager to know the population
characteristics to have a clear picture of its buying behavior. The modern Canadian state people
are more inclined towards energy drinks; this culture offers an opportunity for the beverage
companies like ours. 
Legal Factors It is of utmost importance that a firm and its mangers are aware of the legal
factors. The laws and regulations can play havoc if a firm is unaware or overlooks them.
Likewise; it is important to know that the Health Canada confirmed energy drinks as “safe” in
June 2013, claiming that maintain a certain amount of caffeine for adults would be unlikely to
pose an acute health hazard. (The Canadian Beverage Association, 2013) Moreover; Health
Canada has also given caffeinated energy drinks status of food and our firm would be needing
declare a list of ingredients on the labeling as it is a regulatory requirement that the label for most
of the prepackaged foods and especially for energy drinks.
Technological Factors The modern world is a world of revolutionary internet and managers use
it to full benefit. It is easier to pre launch, launch and sustain a brand when it is being floated on

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air via social media and digital channels. It is easier to reach our target market through techno
gadgets as the entire Canada has access to internet and is adept at using it.
Environmental Factors These are one of the most important as the philosophy of BOLT is
affixed on it. The organic part of BOLT is a result of the trend and want of the people to
consume natural food and a sudden surge is seen in the presence of natural ingredients in many
products. This has a deep influence on the energy drinks market and BOLT is ready to minimize
the impact.
A PESTEL usually leads to a SWOT analysis. Universal applicability is the most appealing
features of SWOT analysis. SWOT analysis is theoretically used by any given organization as a
decision-making tool. The SWOT done here is a general analysis of the energy drinks and
pertains to BOLT.
SWOT Analysis

STRENGTHS

 Natural ingredients
 Young Leadership
 Environmentally friendly product
 Innovative and attractive packaging
 practical pricing (twice cheaper than existing product)
WEAKNESSES

 Consumer perception
 Taste can be unappealing
 No current commercial presence in Canada

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OPPORTUNITIES

 Partnering with nationwide supermarkets or convenience stores that will distribute the
product
 Hosting events with other organic food businesses ·
 Targeting young adults and their lifestyles
THREATS

 Increasing public awareness about harm of energy drinks

 Increasing competition in the organic category
 Better tasting options available locally
Canada is demographically diverse as it is geographically vast. Canada is a huge market for
organic energy drinks with a wide consumer base comprising of multicultural population of 35
million. The result is an intricate market that needs a lot of study to enter. Owing to salary hikes
there is a constant growth in consumer base and that result in huge demand for material inputs
and retail products that are ready for consumption. The factors that majorly impact a Canadian
customer are the diversity in consumer profiles, price, convenience and ease of availability. The
organic food industry in Canada has tripled since 2006 and consumers are willing to spend more
for food that is environment-friendly.

Competition
The growth in Energy Drinks Market is phenomenal as it is projected to grow at a substantial
CAGR of 8.86% from 2017 to 2021 across the globe. (MarketWatch, 2018) The big players are:

Coca cola is the biggest player as per the financial and brand value is concerned; however they
do not lead the market. It already owns BURN and is going to add a new sugar-free energy drink,
Coca-Cola Energy, the main ingredient would be the guarana extract along with naturally-
derived ingredients for more caffeine. (CNN, 2018)
PepsiCo owns Amp Energy. Earlier it has seen a financial decline but recently PepsiCo is re-
energizing the entire brand with a new focus and 5 new brands. (beveragedaily.com, 2017)

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Monster Energy Drink is the number 2 top selling energy drink worldwide. Monster has the
Original and Zero Ultra present in Canada. It is available in over 40 different varieties and varies
according to location. The market capital reported in 2018 was $27.7B and the sales were $3.5B.
(Forbes, 2018)
Red Bull has a brand value of $10.4B with reported sales of $6.8B in 2018. It is one of the very
first energy drinks and is now available in more than 171 countries globally. With 68 billion cans
sold so far it is the #1 selling energy drinks. Their product line remains quite simple even though
several flavor variations of Red Bull have been introduced. The best are original, Sugar free and
Total Zero. (Forbes, 2018)
Another brand to look out for is Bomb. Bomb was introduced in 201, went to USA in 2015 and
has penetrated Brazil and Mexico this year. It is sold in more than 5,000 bars, restaurants and
convenience stores across Canada. (thestar.com, 2017)
There are certain alternatives also like the Hustle MatchaBar which is hugely popular among
millennial. It has less calories, 0 percent more caffeine than a single serving of Monster, is
powered by L-Theanine. (MatchaBar, 2019) However; the biggest challenge is the perception of
the customers who believe that all energy drinks are bad.

Positioning Strategy
A positioning strategy is required when a business chooses one or two significant key areas to
focus on and excels in the chosen areas. The positioning strategy of any given business focuses
on how it will compete in the market. The rationale of a positioning strategy is to allow the firm
to highlight particular areas where they can outperform and even beat their competition. An
effective positioning strategy reflects on the needs of the customers and market, the position of
competitors and the strengths and weaknesses of the organization. (KimJaeHwi, 2015)
The firm will use Product Positioning Strategy and our product BOLT will be positioned as a
healthy organic energy drink containing real fruit concentrate and no sugar and caffeine. Due to
its being vegan with sodium free and free of GMOs content the product will appeal to diabetics,
vegetarians and health conscious members that constitute the majority market. The product’s
most distinguishing feature the monk fruit which is 250 times sweeter than usual sugar but has
negligible calories and medicinal values.
90% of the market share is held up by three major players: Red Bull, Monster and Rockstar
(MarketWatch, 2016) and that means a twofold challenge for BOLT, whose value proposition is
about natural and organic ingredients. It has to stand out on shelf next to the big players, and also
prove its uniqueness. As it has been observed earlier the biggest challenges is to change the
perception of the consumers. The innovative addition of unique monk fruit is consistent with the
brand’s differentiation strategy putting BOLT in an uncommon space from competitors. At the
end of the day, the target market is the millennial as they are the core consumers of energy
drinks; 50% consume energy drinks regularly. Almost 74% from a research survey confirmed
that they don’t trust the say they’re ingredients of traditional energy drinks. This presents an
opportunity for BOLT as our label clearly lists the organic ingredients. We will be present in
Canada both online and in-store, with a heavier in-store existence however; we might need
strategic partners when it comes to distribution in order to grow as fast as we want to grow.

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Every product has its points of parity and points of difference and there must be balance in order
to achieve market success. BOLT has its very own POPs & PODs
POP

 Refreshing
 energy boost
 kills fatigue
 caffeine content v
 value of the target market
POD

 Organic
 Monk fruit
 negligible calories
 medicinal values
 is in accordance with the Health Canada standards

Marketing Mix
There have been loads of evolutionary moments where innovation, need of the hour, technology,
consumer demand and changing climates and behaviors have given birth to new marketing
tactics. A variety of marketing activities were converted into marketing-mix tools of four broad
kinds by McCarthy who named them as the four Ps of marketing: product, price, place, and
promotion. (Kotler and Keller, 2012) The marketing mix utilizes a combination of behavior,
cognition, and the environment to manipulate the decision-making process of consumer
purchase.

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PRODUCT
The product is a tangible or an intangible good or service that meets a particular customer
demand or need. There is a logical product life cycle for all products and marketers must
understand and plan for unique challenges. (Kotler and Keller, 2012) The benefits a product
offers must match the need of the potential buyers. The name says it all it is BOLT. It
denotes speed and a source of a high level of energy. It increases alertness, endurance and
enhances performance. At the same time it has negligible calories with caffeine and the unique
monk fruit extract that s vegan in nature and has medicinal values attracting a lot more than or
proposed target market. At present we will enter Canada with only one variant however; we
intend to add new flavors as we pride ourselves for being innovative and caring towards the need
of the customers.
PRICE
Price is the tangible amount the customer will pay for a product. The pricing of the product can
have a direct impact on its sales. It has to match its perceived value. Consequently; it is essential
to change the perception of our customers. However; pricing can be directly impacted by the
price of the competition, distribution plans and value chain costs. (Kotler and Keller, 2012) As
we will be new to Canada we should be seriously considering the best way to channel our
product all the way from Malaysia. The value proposition of a business is the stepping stone of
its marketing strategy representing the entire package of benefits and values that our firm and
brand promise to deliver. The value proposition of BOLT is a safe energy drink with no additives
of any kind, having a better energy level than any other drink as it is organic. We propose to use
market skimming strategy as a new product in the market. The rationale is to recover much of the
investment prior to an invasion of similar energy drinks forcing to enter a price competition. A
slightly higher price is suggested than its competitors only to emphasize the brand position as an
exceptional healthy product. However, ensuring that the brand delivers value to customers the
price ought to be reasonable. The profit margin is projected somewhere between 30-40% as the

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energy drink business is profitable and the cost of input and production is low. The biggest
chunk of the cost is used in marketing and distribution. It is also suggested that to stimulate
purchase special pricing tactics are used like price reductions for bulk purchases. Discrimination
tactics are also suggested whereby the same product will be sold on a lower price in bars, malls,
hospitals and college campuses.
Place
Distribution is a major aspect of placement. The placement strategy is to assess the most suitable
channel for product distribution. Accessing the product is also important for the consumer as it
has to be closely related to the entire product strategy. (Kotler and Keller, 2012) We intend to
have both online and in-store, with a heavier in-store presence. An exclusive distribution strategy
is proposed with only a few selected retailers as it will emphasize the product positioning as
unique. BOLT will be distributed by channels like supermarkets, bars, campuses and sports
events. The product will stay in English Canada as the geography and demographics is
understood well by the firm. We may have to partner with some existing big names in order to
penetrate deep.
Promotion
The main aim of the marketing communication strategy is to create and promote brand
awareness, brand position, motivate purchase and push for repeat usage. (Kotler and Keller,
2012) The marketing communication strategies and techniques used for BOLT are massive pre
launch media campaign followed by targeted media campaign. It is important to create a
cognitive segment distinguishing a new organic energy drink brand from the existing energy
drink brands by integrating the digital and social media components with events, sponsorship,
and campaigns for television and radio. As the product is the focus here and it is a unique drink
being introduced for the first time in a new market for the firm; we propose personal selling by
renowned nutritionists to visit campuses, interview on digital and print media and social media to
endorse the benefits of BOLT. Next in line is the sponsorship of events like college hockey,
skate boarding and water sports to reach to the target market. Bolt promotion would also use
celebrities from different fields to endorse the product. The on-spot promotional programs will
be created where retailers will be digitally connected to the target market via the BOLT
promotional website and social media platforms. All of these promotional elements serve a
purpose of achieving objectives like awareness, sales, market share, and revenue.

14
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