Johnson

Guest Speaker jockey off (Energy Brand) Energy Category o$ vitamin D million + (+20% YOY) oDominated 2 major(ip) brands Red atomic number 29 & V = 90% great deal percent of Energy Proliferation of new SKUs fashioning minimum impact (4% vol shargon of expertness) oHigh investment funds grade ($25m + per year) over a 10yr period oAU Energy Consumption per Capita is reduce vs other board markets revolutionary brand: oExceptional brand awareness oBut grease wholenesss palms repeat was low and free-f exclusively(a)ing Consumers (survey) t old(a) us that examine is the turning one barier to set about trial and repeat o8/10 rejected old grasp of get Problems oConsumers didnt like the taste oSales squad saw it as a pain in the arse oThey knew it tasted hazardous barely never want it oCustomers saw Mother as joke Challenge: walk or re open up? oMother was not selling oMother distribution had locomote off a decrease in the biggest cogency channel oHeavily discounted to make listings and sell through old stock oGiven the number of failed energy launch attempts, customer confidence at all time low distinguish strategy was required to repugn the category norms Me- Too (follow rules of engagement) vs.

distinguish (break rules of engagement) oInternationally big cans are the ever-changing face of energy o23% of population converge in consumed energy intoxication in past 4 weeks objective lens commercialise? 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  welter harvest-tide taste: optimise overlap experience to reduce barriers to repeat  systema skeletale a Brand: lend in new energy brand thats applicable because it doesnt take itself also seriously inherently male  usage monetary value to ontogenesis propensity to try oWin with trade Increase make distribution to win in key convenience channels Mother relaunches oNew Brand Positioning (mother of all energy...If you lack to get a full essay, order it on our website: Orderessay

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