Epic Energy Drink

Digital Strategy

Presented to:
Mr.RaheelYousuf
MKT510-Z
Presented by:
Khizer Nawaz 13429
Mushahid Khan8983
TalalRafiq 14536
Tuba Tariq 12777

Acknowledgement
We would like to take the opportunity to thank to our lecturer Mr. Raheel Yousuf who
with his teaching methodology and relevant practical experience has helped us to
understand such concepts which we could not have otherwise.
His support and guidance combined with professional knowledge and excellent
communication skills made it possible for us to complete this report. His views and
thought provoking ideas developed our more interest in the course and in the
formulation of the final report.

Executive Summary
This report gives a comprehensive understanding of Epic Energy Drink as a brand
and what it stands for. The objectives of the digital campaign are mentioned as to
what this campaign will stand for as on the platform of the digital world. The
landscape of the energy drink industry is evaluated through an external analysis by
Euro Monitor followed by the Digital Landscape of Pakistan as mentioned by the
analysis of the Pakistan Advertisers Society.
The research is done which is further on taken forward to derive the big idea and
the creative strategy with further on elaborates the brand campaign on the digital
model. The measurement and evaluation is done through the various KPIs which will
be explained further on

Contents
Digital Campaign Objectives...................................4
Landscape of the Energy Drink Industry.................4
Digital Landscape of Pakistan.................................5
Research.................................................................6
Target Audience....................................................12
Target Audience Insight........................................13
Big Idea.................................................................13
Creative Strategy..................................................14
Measurement/Evaluation......................................21
References............................................................25

Digital Campaign Objectives

Brand Awareness
Brand awareness and availability needs to be created in the market to increase the
consumer knowledge as to what the brand is about and what it stands for. It is also
done to inform the consumers about the availability of the drink in the market

Innovative Packaging
Educating the consumers on the practical benefits of re-sealable cans is one of the
primary objectives of this digital campaign. This new and innovative packaging style
is seen as to cater to the specific needs of the consumers and communicating it is
very vital to the brands success.

Brand Positioning
Creating a strong brand image affiliated with health, innovation, adrenaline and the
modern work life would be the main crux behind the brand positioning. The
positioning highly depends on the ability of the brand to differentiate and stand out
in the market.

Create a followership through engagement

Followership and engagement of the brand will be created through a unique and
interactive digital campaign. This will enable the launch of the brand will constant
engagement being done with the consumers to create brand loyalty.

Landscape of the Energy Drink Industry

At the end of 2012, Sting, PepsiCos energy drinks brand, launched a campaign
called the Jhatzzzka (means jerk or jolt) Dance Move. This campaign was backed
by television and radio advertising, billboards, outdoor advertising and social media
marketing. The campaign was targeted towards the youth of Pakistan and is asking
them to show the popular youth icons MeeshaShafi and VJ Ali Safina their own
Jhatzzzka Dance Move and be part of the Sting Dance video of 2013. Red Bull
introduced the Red Bull BC One All Stars Pakistan Workshop throughout the country.
The two worlds best B-Boys, Lilou and Pelezinho, conducted this workshop to
explore and experience the B-Boy scene in Pakistans major cities. Moreover, Red
Bull four-time World Champion Stunt Rider Chris Pfeiffer visited Pakistan to perform
three road shows in Karachi, Lahore and Islamabad and showcased his skills to the
public. Meanwhile, Red Bull continued with its Red Bull gives you wings
advertisements on popular TV channels. Red Bull also focused on outdoor
advertisements which included Red Bull representatives, driving in Red Bull branded
cars and visiting big shopping malls in the country, giving out free Red Bull drinks.

Red Bull Asia FZE remained the leading player in sports and energy drinks in 2013,
with 72% of retail value sales. Advertising campaigns supported Red Bulls leading
position. Red Bulls BC One All Stars Pakistan Workshop and its sponsorship of Red
Bull four-time World Champion Stunt Rider Chris Pfeiffers tour of the country helped
Red Bull drive sales in 2013. PepsiCos Sting, the other significant player in sports
and energy drinks, accounted for 17% of retail current value sales in 2013.
Sports and energy drinks is expected to register a retail value CAGR of 3% in
constant terms over the forecast period. Urban areas are facing a degree of
saturation and sales in rural areas will drive growth. PepsiCo made a huge leap
forward by investing in its distribution network and making Sting available in rural
areas. This contributed significantly to the brands growth.

Digital Landscape of Pakistan

As per March 2015:

The population of Pakistan has risen to 210 million

Instagram users are 2.6 million
The people not on social media are 0.9 million

Research
Our analysis is based on the two main aspects of research: primary and secondary.
Primary research was done based on an online questionnaire filled by a sample of
100 students and employed individuals. Secondary research comes from an analysis
done by Dynamic Research Consultants Pakistan that was featured under the article
of Beverages Consumption in Pakistan on Brand Synario.

Primary
Following are the results from the online questionnaire that were filled by a sample
population of 100 students and employed individuals:

Do you consume energy drinks?

10%
Yes
No

90%

The question based on the consumption on energy drinks gave us a result oriented
towards almost everyone consuming the energy drinks. 90% of the people are
inclined towards and consume the energy drinks.

Occupation

43%

Students
57%

Employed

Our questionnaires were mainly filled and complete by the student population with
57% while employed individuals also accounted for the responses of the
questionnaires.

What do you consume energy drinks for?

Recreational Sports
12%
15%

Quenching the thirst

19%

Exams
4%

Work
Leisure consumption
Other

23%

27%

The majority consumption of the energy drinks was done for exams purposes
followed by work purposes. Recreational sports, leisure consumption and quenching
the thirst further constitute the completion of the data.

How often do you purchase energy drinks?

2-5 times a week

25%

6-9 times a week

10+ times a week
10%

65%

Majority purchase of the energy drinks was done over 10 times a week which shows
the high level of consumption associated with it.

What is your point of purchase/consumption of the energy drink?

10%

19%

Sampling
Retail Stores

29%

University
43%

Other

The energy drinks are mainly consumed and purchased at retail stores which show
how energy drinks are on the go and bought in vast frequency.

What makes you try a new energy drink?

Brand

5% 10%
18%

Price
Packaging

15%

Word of mouth
Advertising
Celebrity endorsement

23%

30%

Word of mouth plays an important role in determining the consumption of a new

energy drink which shows the power and the effect of the word of mouth.

How do you find out about your preferred drink?

13%

26%

Social Media
Word of Mouth

21%

TV
Other
39%

Again, word of mouth plays an important role about the knowledge of the preferred
drink of the individual.

Please indicate your views on the consumption of

energy drinks for each of the following statements
100%
90%
80%
70%
60%
50%
40%

Disagree
Neutral
Agree

30%
20%
10%
0%
Brand is an important factor in my purchase decision making

The important highlights from this question is how people are neutral to keeping fit
and how the brand is an important aspect in determining the purchase of the
energy drink.

Please select the importance of the energy drink

features for each of the following statements
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Unimportant
Neutral
Important

The most important use of the energy drink is highlighted through the consumption
of how it makes the person feel awake or alert. This shows the ample amount of
important of the use of energy drinks.
The analysis that is gotten from the research is that students and employed
individuals are one of the primary consumers of energy drinks with the most basic
reason of exams and strict work schedules. They need the energy as it helps them
boost and energize themselves before performing the various actions on a tight
schedule. Secondly, word of mouth plays an important role in the consumption of
the energy drink whether it is new or already existing in the market. The consumers
are concerned with how the drink fares in the market and then consume it based on
the reactions and opinions of the others. Another important aspect is that these
individuals are concerned about their health to a certain extent as they want to
keep themselves fit along with the tight and rigid educational and work schedules.

Secondary
The secondary research comes from the analysis and work by Dynamic Research
Consultants Pakistan on the beverage consumption of Pakistan. This research got
featured on the article on Brand Synario.

As per our main focus, the energy drink analysis was done on a population of
around 457 people which consists mainly of males as shown above. The main
consumption of the drink is by the age groups between 16-22 years of around 17%
of the total energy drink consumption.
Contemporary times have intensified work schedules and have heightened stress to
such an extent that people at times, have to resort to such tactics, like drinking
energy drinks, rather than taking proper rest and sleep. In Pakistan, the trend is still
not prevalent to such an extreme extent which shows it as a great potential market.

Target Audience
Through the above analysis and research, our target audience is the age group from
16 -24 years who belong to the higher SEC classes. The bulls eye target audience
is the age group of 24 years belonging to the Sec A& B class, who have just entered
the phase of employment and are intensified by the level of work coming onto
them.

Target Audience Insight

The target audience consists of the following traits that come out from the analysis
and research:

Generation On-the-Go

Always active

Adventurous

Too much to do in too little time

Fitness conscious

Big Idea
With the research supporting the fact that Pakistan is an emerging energy drink
market with a lot of potential for more players and also helping us target our bulls
eye consumer base, we now move on to generating the big idea. It is important to
note that Pakistan is an untapped market when it comes to the energy drink
segment and they key factors that will help Epic penetrate the market is through
the factors of health and convenience.
The thought process for Epic is designed on the basic premise that Epic not only
gives you a boost of energy but is also the healthier option for an energy drink. So
the rationale that Epic presents is stated as follows;
For how long will you fly away from your problems? At some point, you will get tired
and in need of a boost will have to come back to earth to face your tasks. Epic will
help you face your reality by giving you the ferocious boost you need to conquer
your day. The real reason as to why you are daunted to face your tasks is because
you are in a race against time with the tantamount of work load and the stress that
builds on you. You realize that 24 hours in a day arent just enough and what you
are in need of is a whizz that will give you the kick to Attack your day as it will
Transform 24 into 48. Thus the big idea being Epic48 comes into play that
states that Epic is the only energy drink for you that will increase your effectiveness

and energy by giving you the much needed boost that will help you speed through
your challenges. The reason to believe being Transform 24 into 48 plays on the
psychological aspect that Epic is the only energy drink that will make me feel in
control of my tasks and not the other way around as the only hindrance that a
person believes he has is the lack of time and with Epic, it will provide you with the
energy to maximize your potential.

Creative Strategy
With our big idea of Epic48established, we will now move onto the creative
strategy that needs to be implemented for our campaign. Through the big idea, the
creative strategy will communicate 2 points throughout the campaign.
The first emphasis is on the fact Epic is the healthier option amongst the energy
drinks in the market. This argument is supported by 2 claims. The first being on the
premise where the ingredients and the nutritional charts of the dominant player Red
Bull is compared with that of Epic that brings us these conclusions:
-

Red Bull contains carbon dioxide whereas Epic doesnt.

Epic contains 0.4g of protein whereas Red bull doesnt
Epic gives you more energy as the Epic gives you 204 KJ (47 Kcl) and Red Bull
gives you 192 KJ (45 Kcl)

Other than that upon talking with the brand, the brand has itself claimed worldwide
that it is the healthier option.

The second emphasis is on the fact that the re-sealable feature of the Epic can is a
convenience point for the consumer and falls under the category of new product
development. By introducing the Revolutionary Re-sealable Cap for Energy
Drinkerson the Go, the innovative cap guarantees product freshness and allows the
modern consumer a premium value added product that looks way cooler than the
competition.
These two pillars are around what our execution strategy is based on.

Excitement
In order to spark excitement with our Epic Campaign, we will be conducting
activities on two levels. The main aim at this stage is to make the brand get noticed
by the consumer and ignite an instant association with the brand. In order for the
excitement stage to function properly, it is important to understand that with Epic,
what you are looking at is creating a buzz in the market that is already being
dominated by a tough heavy weight.
So our first strategy in order to spark excitement is through an activation that
functions on the premise of a digital app. For this activation, we have our specified
TG and have gone into 2 locations; one being a university campus and the other
being an office/workplace. The brand will co-ordinate with the IT technicians of both
the places and will control over the WIFI space for a specified time. So during a rush
hour when prospective consumers at both the places are submerged into their
smartphones, the WIFI connection provided by the institute will be disabled
intentionally. Within the next minute, a new and only WIFI connection will be made
available titled as 24 into 48. Once the consumer connects with it, there
smartphones/laptops will be taken over by our system where the screen will go
black and a countdown watch will be revealed that will go from 24:00 to 48:00. For
these 24 seconds, the consumer will be in a state of anxiety and as the countdown
hits 48:00, it will reveal to show EPIC48 with the tagline Transform 24 into 48. A
link to the Epic facebook page and website will also be communicated at the same
time. Simultaneously a text message will also be sent to invite the consumers to the
digital space. Those who would experience this activation will spread it through
word of mouth and with the entire activation being recorded, will also serve as
content for the relative media.

The second strategy in the excitement phase is through the medium of Augmented
Reality named as the Epic Showdown. The rationale behind this is to create an
association with Epic Energy as an engaging brand with the help of cutting edge
technology of augmented reality. The magic of augmented reality is that it inserts a
virtual dimension into the real-physical world. Consumers will now be able to
interact with Epic Energy in a highly imaginative and modernistic manner. So for the
activation, a Multi-Player game will be projected on a wall in real time at some large
public sphere (such as Dolmen City Mall). The projection will follow the same
countdown idea of 24:00 to 48:00 where it launches the Epic48 campaign with links
to the portals.

Recruitment
The major aim at the recruitment stage is to help bring the prospective consumers
onto our platform. This means that through the excitement created, our consumers
should now be directed to our portals such as facebook, website and mobile apps.
The 2 main portals that we are targeting in our campaign are mobile subscribers
and the users on social media, specifically being facebook. The way that the
consumers are directed towards our portal is through the buzz created in the
excitement stage where in the activation we had given out the link to our facebook
page. Once the consumer logs in, the major tool to recruit him is through Content.
As famously quoted that Content is King, our big idea of EPIC48 will be amplified
on the premise of 3 factors:
-

The convenience factor

The health factor
The number 48 factor

Convenience will be communicated by emphasizing on the importance of the resealable can feature through a creative. For example, the importance of the factor
can be communicated by showing your normal energy drink can spilled over your all
important top secret documents. The creative will communicate the effectiveness
and the benefit of using Epic as the re-sealable can feature will provide the
consumer the escape from spilling over their drink.

Health will be communicated through fun and quirky Did you know? fact files
where the main aim of the creative will be to inform the consumer that Epic will give
you more energy than the energy drink dominating the market by educating
consumers with the simple knowledge of how to read off the ingredients off of their
can. It is understandable that the consumer is not interested in going into the nitty
gritty details but for a person who is conscious about his fitness will be more
inclined to Epic as it is imparting the health knowledge. Also, this communication
will help break the stigma associated with energy drinks by informing the
consumers about Epic being the healthier option.

The number 48 factor is what that encompasses your campaign idea and the
reinforcement of this will instill into the consumer of the brand message that it
wants to communicate. Here, the content driven from the activations in the
excitement stage will be used to recruit more customers.

Engagement
The major aim at this stage is to create as many touch points as possible for your
consumer to interact with the brand. This is the stage where your consumer will
develop an association and affinity with your brand and will perhaps become a loyal
consumer as that is the aim. Here, we have used 2 strategies.
The first strategy for engagement is the Epic canvas. We will invite people to
design can art for the Epic energy drink can with also incorporating the number
48. Given that it is a simple solid black can, we could receive a wide array of
submissions treating the can like a black canvas or a chalk-board. We can either
feature the winners can art by sending them personalized cans with their art and
signature or by featuring them extensively on social media platforms. For its
implementation we can create a micro site featuring all the submissions. The micro
site would include facebook posts, tweets, tumblr, and instagram posts depicting
the can-art. Real-time updates of any post on these social mediums which make
use of the promoted hashtag #EpicCanvas and #Epic48. A counter of the
submissions can also to be maintained on the microsite that will serve as content
for the media.

The second strategy for engagement is through a gaming app of Epic Toss. The
app will be available for download through facebook and the website. The idea
behind this gaming app is that it will have 3 modes to choose from; an office, a class
room or a gym setting where the player will have to toss an object within 48
seconds and after many misses they will get a chance to re-energize themselves
with a can of Epic reinforcing the idea that of energy.

Retention
The major aim here at retention is to act as a reminder to the consumers and to
build on the brand recall. Here, the first way we have adapted is that in our
engagement stage, whosoever is our monthly top scorer, a pack of Epic energy will
be sent a free months supply in order to inform the customer how valuable their
input is. All the content of the high scores will be shared on digital.
The second strategy is by introducing the Epic Savior. The rationale behind this is
that be it a work setting or an office setting, the most important device that you
need for easy work is a USB. So Epic will capitalize on this idea by sending out Epic
Can USB to its loyalists as an act of brand recall and reinforcing the idea that it is
only through the charge of Epic that you can face your daunting tasks.

Measurement/Evaluation

INSTAGRAM

Epic energy drink was launched on Facebook and Instagram simultaneously. People
who have liked the page fall under the primary target market which is 18-24 years.
Initial communication revolves around the 3 factors as mentioned before:
- The convenience factor
- The health factor
- The number 48 factor
369 people engaged with the page since its launch with 190 likes in total. The
resealable post received most number of clicks (132) and most number of likes,
comments, shares (153) was made on the first Hash tags used were #EPIC
#24into48 #AttackYourDay

Maximum organic reach for a post recorded was 1.3K

The K.P.Is set for each phase of the digital plan will vary from one another due to
the different objectives of each phase along with campaigns which are done to
achieve those objectives.

Excitement
In this phase the KPIs will be purely awareness based which includes:

Total Reach
No. of Impressions
Clicks
No. of Banners Served

Recruitment
In this phase we will be trying to recruit from our T.G and the K.P.Is will be as
following:

Total Reach
Click through Rate
Web visits
Total engagements

Engagement
In this phase our K.P.Is will be purely engagement numbers:

Likes, comments & shares

App. Users
Website visitors

Retention
During this phase the KPIs will be:

Total Reach
Impressions
Banners Served
Total Engagements

References

Brand Synario
Euro Monitor
Pakistan Advertisers Society
https://www.facebook.com/EpicDDM?fref=ts