Positioning

• “Speed” – the refreshing energy drink for everyone

• US energy drink markets is characterized by strong competition

– Red Bull (43% market share), Rockstar, Monster etc.
• Strong growth potential (2008 market of $12.3 billion expected
to increase to $19.7 billion by 2013)
• Consumers are likely to be swayed by scientific findings –
ingredient Herbora makes it a quicker refresher than even
water

• Source: Heckman, Sherry and Gonzales (2009)

 Target Segments
• 20-45 year olds (35% of sports drink consumers are over 35
years old)
• Active lifestyle
• Sports enthusiasts
• No specific focus on Muslims but ingredients will be
compatible with Islamic tenets

• Initially launch “Speed” in California, New York – areas with

strong sports following to make use of celebrity endorsements

• Source: http://researchwikis.com/Energy_Drinks_Market
 Product
• Vanilla, orange and lemon flavours launched initially, according to
American tastes in similar sports drinks.
• “Diet Speed” and other varieties should be launched only in the
future as the present need is to make a market entry with a
consistent image.
• Pricing – Medium to High

• Bottle should have clips that make it convenient for hooking onto
shorts.

• Label and logo should be trendy and eye-catchy. French design

should be continued with.
 Ingredients
• Secret ingredient herbora
• Caffeine, vitamins, glucose
• All inorganic salts that contribute to energy-
giving ability
• No gelatin (may have porcine origins which is
not acceptable in Islam)
• No insect extracts
 Promotional Channels
• All popular channels -
1) TV adverts during prime time shows and
sports matches
2) Billboards in supermarkets
3) Radio jingles
 Nature of Advertisements
• Use two types of advertisement content

1) Celebrity endorsements to attract attention (being a

new product). American football and baseball stars
based on regional popularity.

2) Adverts focusing on scientific properties of “Speed”

that makes it a quicker refresher than water. This will
distinguish “Speed” and give it credibility as a unique
energy drink.