Marketing Campaign for an Energy Drink with a Superhero Mascot

Team - Academically

Challenged\

Members

Arjun Nair | Ashwin Iyer

Institute

IIM Indore

NitroJen

NitroJen

Rationale

Nowadays the young urban adults have the undying urge to make the most of their life, even a 30 hr day would seem short for them. But there is a gap between what they want to do and what they can do

Sustaining these high energy levels would need both a physical and a mental boost. The physical boost, provided by the product TNT and a mental push from the brand Mascot NitroJen would instill in consumers the undying spirit of endurance

Physical Strength

Psychological

Push

More out of life

NitroJen

Character Brief

Real Name : Jennifer Francis Kutty

Superhero Alter Ego : NitroJen

Brand represented : TNT

Background :

A child of circumstance born in a era of male-child favoritism; Jennifer lives to proves that she can best the opposite sex in any given challenge

With her unbound mental strength, forged by years of unfair treatment, and a freak chemistry lab accident, she has assumed the avatar of NitroJen

Super Powers

Freak accident resulted in enhanced physical strength, stamina and agility

Hair whip (an extension of her long & strong hair as a result of belonging

to the land of coconut)

And most importantly, the Power to motivate…

Key Characteristics

Iron-will

Contagious Enthusiasm

Near infinite source of ‘bubbly-ness’ and energy

TNT

High-octane energy

Adrenaline-rush thrillsGiving a 110%

Blow away the competition

Mascot – Brand Fit

NitroJen

Spirit of Competitiveness

Adventure

Pinnacle of Endurance

Fair play/ Justice

Energy and Enthusiasm

No guts, No glory

Marketing Objectives

Marketing Objective

Marketing Objective | Target Group | Timeline | Communication Channel | Audience Engagement | Market Diversification | Metrics

Increasing awareness of TNT amongst

the TG

Position TNT and NitroJen

as being synonymous

with endurance

Establish brand USER and USAGE

imagery

Marketing message

“TNT is an energy drink for the sporting and gutsy individuals who enjoy pushing their minds and bodies past their limits.

While NitroJen, the mascot, works towards building your mental fortitude, TNT supplies you with the physical energy to take on any challenge head-on”

NitroJen

Target Group

Demographics

Age 13-35 Men and Females

Psychographics

Consumption Constellation

Risk TakersImage Conscious Influencers Over Achievers

Physically Active Regularly Eat out Travel frequently

Outdoor person

Big spenders Active on Social Media

Urban Well educated


Timeline

Month 1

- Build Brand Awareness & Exposure

- Focus on Mass Media (80%) advertising to build User and Usage Imagery

Month 2

- Heavy Audience Engagement

- Continue with Mass Media Advertising (60%)

Month 3

- Use targeted marketing to induce higher trial

- Continue with Mass Media Advertising (40%)

- Audience Engagement(40%)

We plan to launch the 1st month of the campaign to coincide with next IPL season


Market scenario

Energy Drink

Segment

First Entrant

Laggard Entrant

Early Entrant

Laggard Entrant

Initiator

Imitator

Attempts to gain market share through intense audience engagement campaigns

Communication

channels

Social Media

Print Media

TV media

Product Placement

Events and Experiences/Audience Engagement


NitroJen

Communication

channelsSocial Media

• Create a NitroJen profile, with frequent updates about various PR events, and with comments on variouscurrent issues to increase fan-base and subscriptions

• Youtube videos featuring different physical feats of strength by NitroJen to build popularity

Print Media

• Place advertisements in sports magazines and health magazines

• Sponsor stories in health magazines about the energy drinks category.

TV Media

• Sponsor reality shows based on extreme sports and adventure like Khatron ke khiladi, Roadies etc

• Do strategic product placement in TV-shows based on spirit of competition

Product Placement

• Strategic product placement in adrenaline filled movies and action flicks

• Sponsor a movie which goes in sync with the brand personality of TNT ie exuberant, energetic, youthfuletc


NitroJen

Train With nitrojen

Win a BootcampWorkout with

NitroJen

There's nothing basic

about this training. NitroJen, will

personally visit the

local Gold's Gym and

give 30 people the

workout of a lifetime!!!


Launch the campaign in Partnership with Gold’s Gym across following locations

Train With nitrojen

Location Number of Gyms

Location Number of Gyms

Mumbai 12 Delhi 7

Pune 4 Bangalore 8

Indore 3 Kolkata 3

Noida, Gurgaon 3 Ahmedabad, Baroda, Cochin 3

• 30 people across each Gym location would be selected to trainwith Nitrogen

• Exclusive distribution of the TNT Energy Drink• Motive to prove the efficacy of the drink – train them, tire them

and then give them the energy drink to rejuvenate• Lack of sufficient motivation at gyms is a primary reason for people

leaving, which is a issue that NitroJen can help tackle


Adrenaline Fest

A fest of extreme sports aimed to bring adrenaline-pumping experiences to target market.

NitroJen can use her power of motivation to help people take that leap of faith and overcome fears

Bungee Jumping

ParaglidingSky Diving

Rock Climbing


N-durance Challenge

• A Triathlon event aimed not only at competitive individuals,

but also for the casual fitness enthusiast

• Endurance Challenge offers a unique running, swimming

and cycling experience that allows people to push and exceed

their personal limits

• NitroJen will accompany athletes during each stage of the race

to give them the psychological push needed for them to go on

• Great channel to induce trial amongst TG and by providing

energy drinks during different stages of the event, let athletes

experience the product first hand


ipl-TNT PINCHHITTERS

Awards for “Explosive Player of the

match”

Highest strike rates for players who have played minimum 15 balls

Keywords like TNT-Pinchitter

from commentators


Alternate Avenues

• PR activities around athletic training centres to get youth hooked on

• Distribution Kiosks at adventure sport sites like Dalhousie and Rishikesh

• Public transport advertising (cabs/ buses/ metro)

– The amount of ground that this form of advertising will cover is immense at low cost

• Company-initiated mystery shopping

• Social media contests like ‘create your own flavors’ or ‘What would you do if you were NitroJen’. Online comic strip competitions with NitroJen and TNT merchandise as prizes

• Work towards sponsorships of college fests, where NirtoJen can make appearances. Not only does this increase brand visibility for a major chunk of energy drink consumers, also helps establish a great distribution channel


Market Diversification

Though not a part of the three-month marketing campaign, the following could be implemented on a long-term basis

• TNT ‘Energy Bar’ – A Juice bar that serves refreshing energy-drink based cocktails

• Come out the following variants to tap non-users market

– Low-Caffeine – For those concerned about harmful effects of Caffeine

– Low Sugar – For the calorie conscious

– Multiple flavours – For those who have an issue with medicinal taste of energy drinks

• Leverage Web 2.0 through

– Blog sponsorships

– TNT advertised ‘Spot NitroJen’ competitions

– Location-based services app giving location of nearest TNT outlet

• Gaming & Entertainment

– TNT racing games for gaming consoles

– iTNT, an entertainment mobile app that simulates a can of TNT


Measurement Metrics

Communication Channel Metrics

Social Media

No. of members

No. of people signed up for applications

No. of people playing games in each application

No. of Twitter followersNo. of clicks on TNT website post launch of online adsNo. of people following blog

TV Media No. of viewers of show during which ad was aired

Print MediaNo. of online subscribers to magazinese

No. of clicks on TNT-related articles

Product PlacementNo. of viewers of show based on TRP ratings

No. of positive and negative comments discussed about the show

Brand Awareness Brand Audit Study

Specific Campaign Metrics

Train with NitroJenFootfall during events, Participation in activities and Consumption of TNT during campaigns

Adrenaline Fest

Ndurance Challenge

IPL TNT Pinch-hitters Measure the Brand recall rate of IPL viewers during season


Brand

Personification

Going forward if their be a need for an exclusive brand ambassador to personification of NitroJen we would choose Deepika Padukone

Thank you\

Appendix I - Stats

Total Target Market

32% consume

71% energy boost

57% stay awake

60% mental alertness

68% do not consume

63% do not want to try

47% Caffeine is harmful

44% high prices

39% dislike taste

37% want to try

Possible Solution : More flavours, Less sugar, Reduced Caffeine

Marketing Campaign for an Energy Drink with a Superhero Mascot

Business

Transcript of Marketing Campaign for an Energy Drink with a Superhero Mascot