Johnson

Guest Speaker fuck off ( force Brand) Energy course o$ vitamin D million + (+20% YOY) oDominated 2 major(ip) brands  tearing Bull & V = 90% volume percent of Energy Proliferation of brand-new SKUs making minimum impact (4% vol shargon of nil) oHigh investment soma ($25m + per year) over a 10yr period oAU Energy Consumption per Capita is trim vs other board markets New brand: oExceptional brand sentience oBut purchase seize was wiped out(p) and free-fall(a)ing Consumers (survey) told us that examine is the crook one barier to Mother trial and repeat o8/10 spurned old druthers of get Problems oConsumers didnt like the taste oSales team aphorism it as a pain in the arse oThey knew it tasted bad barely never liked it oCustomers saw Mother as joke Challenge: walk or re dump? oMother was not dole outing oMother distribution had fallen off a cliff in the biggest energy channel oHeavily discounted to watch listings and sell through old stock oGiven the number of failed energy launch attempts, customer confidence at all time low Differentiated strategy was required to challenge the category norms Me- overly (follow rules of engagement) vs.

Differentiated (break rules of engagement) oInternationally big cans are the changing face of energy o23% of population gather in consumed energy drink in past 4 weeks objective lens Market? oGender - Males oAge 20-29yo 51% of weekly + energy drinkers are repertoire drinkers (not loyal) oMedia habits: games, greaterunion, Mac Addressing barriers to re-trial oWin with consumer  capture harvest-tide taste: optimise product exper! ience to reduce barriers to repeat Build a Brand: establish in new energy brand thats relevant because it doesnt take itself too seriously inherently male Use financial value to increase propensity to try oWin with trade  step-up mother distribution to win in key thingumabob channels Mother relaunches oNew Brand Positioning (mother of all energy...If you inadequacy to get a full essay, order it on our website: BestEssayCheap.com

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