Principle Of Marketing

STING GOLD
 Quang Huy
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ng Thi Hip
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L Trng Kit
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 ABOUT STING

Sting Energy Drink:

a carbonated energy drink from
PepsiCo.
gives you energy to boost to
charge-up and keep you going.
It invigorates your taste buds
with its refreshingly delicious
flavor (also has the kick of
Caffeine, Ginseng and Vitamin B)
 Sting worked on better taste and
have flavors like red berry, power
lime.
Sting offers delicious flavor and its
price lower than half of Red Bull.
So what sets Sting apart from the
competitor is taste, price point, and
belongs to an international beverage
giant, PepsiCo.
 Strengths Strong brand identity.
Certificated quality.
S Suitable for both gender.
NO side effects.

Weaknesses
Negative perception
about artificial W O Opportunities
flavor. Potential market.
Only target urban Young population.
areas.

Threatens T
Other substitute products.
Direct and indirect competitor.
 MARKET ANALYSIS
Trend:
Young people are now living
faster (working harder,
relaxing by playing sport,
taking part in music
festivals)
Those activities are held for
many hours and require a
lot of energy
Situation:
Stings direct competitors are Number 1 and Red Dragon. However,
last year, red dragon had been accused of containing lead, so now
number 1 is Stings main competitor in VN.
Number 1s weakness is the saturation of the brand. They put the
number 1 on every product which is not affective and make the
customer feel lost.
Competitive Environment

When you compare Sting with Red Bull,

you will easily understand that Sting
believes in realistic approach. They try to
portrait reality in their marketing
campaign. Sting hangs on the idea of
grabbing its market by keeping the cost
minimal as compared to other brands
like Red Bull, Monster...
Indirect: Red bull, Mountain Dew, Monster.
Appeal to specialize groups such as gamer,
extreme sport enthusiasts.
Variety size and packaging.
Sponsor and support evens like sport evens,
survivor series, living in the edge
Weak: Scandal about the quality and the safe
of the product (a customer was found death
after drinking Monster), average awareness.
Direct: Rng , Number1 (Tn Hip Pht)
High awareness.
Weak: lead poisoning, Saturation.
 MARKETING SEGMENT
Target Audience:
Sting is trying to cater to mostly youth
class(18-30) that considered to be
energetic, daring which best suit for
an energy drink brand.
Gender is concerned, Sting focuses
more on young male class than
female.
Geographic segmentation: urban area such as HCM city, HaNoi
Psychographic:
Life style:
Physically active, on-the-go life style.
Employees who have to work for many hours under
stressful condition.
Behavioral:
Benefit sought: quality, low price, unique taste.
Loyalty status: medium loyal.
P Quality certificate

O
S
I Sport
activity
T
I the next strategy is to
raise the awareness of
O the consumers about
our product by sport
N activities
M
O
A
B
R
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E
E
C
T
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 OBJECTIVE

Now, we see a potential subject to follow which is sport

event. Our direct competitor, number1, not only sponsored
successful sport event such as Iron Man 70.3 but also send a
normal woman to durable run which is Conquer the
Desert.
So, I think that the next strategy is to raise the awareness
of the consumers about our product by sport activities.
4Ps
 Product: Sting Gold
Energy drink with 3 flavors
which is ginseng, lime and
strawberry.
Available in 2 type of package:
plastic bottle: 330ml.
can: 330ml, 240ml.

Price Place
Plastic bottle: 10.000 VND Convenience store: circle K,
Can: family mart, vin mart.
330ml: 8000 VND Supermarket: Big C, co-op mart
250ml: 7000 VND
 Promotion
Communication objective: get the attention of the
consumers by sponsoring a professional athlete to fight
in sport even and showing the ambition to achieve the
highest rank.
Message: Open Sting gold, achieve gold medal
Media:
Poster will be hang in vender store and fast food
stall (KFC, McDonald, Pizza Hut, Pizza Domino, ...)
Billboard
Facebook: post the status about the time, situation
of the even and the highlight of the round
Youtube: produce a viral clip to advertise the even.
 ACTION
PLAN
Idea:
The next big sport even in Southeast Asia is SEAGAME
29 which will be hold in Malaysia in August.
Base on that reason, we decided to choose Nguyn Trn
Duy Nht who is a professional muay-thai athlete, had
achieved the world championship seventh times but had
no gold medal in SEAGAME.
Content
At the beginning: Nht goes jogging and does
some warm up exercises at dawn. There will be
running texts on the half right of the screen.
After that he will start to tell his own story
which mainly about the barriers he need to deal
with.
The introduce is about why he choice muay thai
and the difficulty at the beginning.
After that, there will three parts to emphasize
those challenges.
 INTENSIVE TRAINING
This part will show some high-level
technique and exercise. Nht will perform
those exercises and the concentration must
be shown on his face clearly.
Sound: read the text intensive training in
Nhts voice and combine with the sound
when he kicks or punches the sand bag.
 EXHAUSTED AND PAIN
Muay thai is considered a violent sport because of its painful
exercise. Nht will lay on the ground, breath heavily and
completely sweat.
Sound: he will say: exhausted and pain is unavoidable with
low tone music.
 DESIRE TO ACHIEVE GOLD MEDAL
IN SEAGAME.

Nht needs to show his sense of spirit that he will never

give up. Difficulties are barriers that he need to
breakthrough. When he hears the crown yelling his name,
he will go out the room with a confidence face to show that
he is ready to win the gold medal.
Sound: speech: All those challenges are for only one gold
which is the gold medal in Seagame 29
Last scene: a can of sting gold will appear on the left side of
the screen and our message which is Open sting gold, win
gold medal will appear on the right side.