Mba 3

Marketing Project Marketing Project

A New Product Marketing Plan for King Car Group Power Up Energy Drink

957113 957126 957127 957137 957138 957141

陳慈柔 黃有為 蔡瑋倫 林嘉葦 蔡佩珊 陳淑娟

(Rosa) (Wayne) (Karen) (Angeline) (Pei-shan) (Janice)

Contents

一、

Introduction Power In (威豹)......................................................................3

二、

Story about King Car...................................................................................3

三、

STP and 4Ps of Power In 威豹(original) ....................................................4

四、

Motivation.....................................................................................................9

五、

Segmentation, Targeting, and Positioning for Power Up .......................10

六、

Product ........................................................................................................15

七、

Price .............................................................................................................17

八、

Place.............................................................................................................18

九、

Promotion ...................................................................................................19

十、

Conclusion ..................................................................................................30

十一、

Reference.....................................................................................................30

Attachment .................................................................................................................32

2

一、

Introduction Power In (威豹)

Power In is an energy drink that can make people regain power quickly when they feel tired. Its primary customers are focus on students, office workers and labors. But we find that young people seldom buy this product, and we think the reason is the package is so ugly that young people do not put any attention on it. Therefore, we want to replace its package and make it popular and be favored by young people.

二、

Story about King Car

King Car Industrial Corporation is formed in 中壢 in 1979. Their first product is ROOT SARS that established the brand name of “King Car”. And in 1982, they introduce the Mr. Brown Coffee that becomes the leader brand in the canned coffee market. Afterward they introduce several functional drinks , for example, mini-Oligo(奧利多),健酪 lactic drink,葡酪 Vitamina, and Power-In (威豹) that focus on improving people ’s health and get enough energy. In 1992, King Car formed its second plant in 平鎮. Because the modern people are always too busy to eat meals, this plant focus on instant foods like instant noodles and porridge that make busy people convenient to eat something when they are hungry. Later in 1996, King Car formed the third plant in 員山. The plant primarily produces all kinds of tea drinks like the famous Green Time tea (波爾茶), and Mr.

3

Brown green tea and black tea. Besides, because of the clean wellspring of 員山, the bottle water named Green Time Water is also one of their popular products. King Car persists in managing the product quality strictly so they have got the certifications of ISO9001 and IS0 14001. And in their future product development strategy, they plan to produce more and better healthy drinks to make their customers drink healthily. Figure 1 shows the products of King Car. Figure 1

三、

STP and 4Ps of Power In 威豹(original)

Market segmentation King Car Corporation uses undifferentiated marketing for Power In. The segmented market is energy drink market. The major variables which King Car used are demographic variables and behavioral variables. King Car chooses occupation for its demographic variable, occasions as behavioral variables for segmentation. Table 1 4

below shows the variables respect to each major segmentation variable. Table 1 Major variables

description

Demographic variables Occupation

Students ,office workers and blue collar

Behavioral variables Occasion

When someone feel very tired but he/she cannot take a rest.

Market targeting Before target the market, King Car must look at 3 factors: segment size and growth, segment structural attractiveness, and company objectives and resources. 1.

Segment size and growth: In 2005, the energy drinks market in Taiwan was about billion and gradually increase.

2.

Segment structural attractiveness: there are several competitors exist in the energy drink market such 蠻牛, come best (康貝特), 200P, 活力旺, red bull(紅 牛) and so on. 蠻牛 is the biggest competitor in the market.

3.

Company objectives and resources: King Car is the older food and drinks manufacturer so he has good relationship with the drink distribution channel in Taiwan. Besides, King Car hopes they can occupy more market share in the

5

energy drink market. After targeted the market — energy drink market, King Car focuses on students, office workers and blue collar for their consumers. Market positioning The ingredient s of Power In include taurine (牛磺酸) 1000mg; we can refer it to competitive advantage. Because when consumer drink Power In which includes taurine 1000mg (higher than other similar product in the exist market), they can retrieve energy. The capacity of Power In is 200ml, priced NT$25. The price and capacity ratio is middle value in the market. But the shape of bottle of Power In is not so good. The value proposition shows in figure 2. King Car introduced Power In by offering a comparable quality but at a medium price. We call it the same for the same. Figure 2

Price More

More More

Benefits

for more

The same More for the same

Less More for less

The same

The same for less

Less

Less for less

6

Product Power In is not only a consumer product, but also a convenience product. Because customers won’t consider too much attribute when buy Power In. Besides, consumers may buy it frequently. When King Car developed Power In, they already made several product decisions: product attributes, branding, packaging, labeling, product support services. Table 2 below shows the description respect to each other. Table 2 Product decision

Description

Product attributes

Power In can retrieve energy that is the most important feature. The ingredients of Power In are 菸鹼醯胺,soda water, granulated sugar, 蘋果濃縮汁, 檸檬酸, 檸檬酸鈉, 肌醇, 瓜拿納抽出物, 牛磺 酸, 香料, Vitamin C, B1, B2, B6

Branding

Obviously, you can easily associate 威 豹 with power and a man who is full of energy.

Packaging

To protect the ingredients (such as

7

vitamin C) from light, the company must package Power In with brown bottle. Labeling

The label which attached to the bottle is a strong leopard.

Product-support service

such as 0800 customer free call

Price When King Car sets a price for Power In, they consider some factors which can influence the decision. The internal factor is marketing objective. Entering the energy drink market is the major marketing objective, so King Car cannot set a high price for Power In. The energy drink market is somewhat like a pure competitive market. In this market you cannot set the price by yourself, you must consider the demand and supply (the other competitors). Most of the existing product in the energy drink market is priced NT$20~NT$30. Apparently, King Car set the price for Power In based on the prices that competitors charge for similar products. So Power In is priced NT$25. Place King Car still sells Power In via conventional distribution channel. The retailers include Carrefour, Giant, RT mart, supermarkets and convenience stores. Besides, they also distribute the Power In via some kiosks and the vending machines at school.

8

Promotion Since the target market for Power In is students and office workers. At the begging, King Car promoted Power In by distributing samples in the rest area near the highway and cram school. They want to penetrate the energy drink market by distributing free samples for Power In. They hope the consumer will like the product after they drink the sample. Besides, King Car sponsors a billiards game and names the game “Power In Super Cup ”(威豹超級盃). King Car also sets outdoors for Power In at cross-street.

四、

Motivation

According to the reports, consumers may choose energy drinks instead of beverages with caffeine. The reports point out those energy drinks may replace caffeine. Moreover, the sales of energy drinks are increasing a lot around the world. More and more competitors entered and shared the market. Therefore, we would like to research into energy drinks market in Taiwan. After comparison, we select Power In of King Car Company among many kinds of energy drinks. People have bad impression on energy drinks because it smells and tastes as liquid medicine. Unlike others, Power In has good smell and taste as well as soda. The idea they want to transmit on TV commercial is also special. But we think the packaging and Chinese name called “威豹”of Power In does not appeal to target

9

consumers, students and white collar, as TV commercial shows. For that reason, we would like to maintain the original Power In for blue collar and develop new version, “Power Up ”, for students and white collar. As we mentioned, Power In has good smell and taste. We will use the same ingredients in Power Up with fashionable and modern appearance. However, we confirm that Power Up will bring consumers surprising and whole new feelings.

五、

Segmentation, Targeting, and Positioning for Power Up

Segmentation There are four major segmentation variables for consumer markets. We use demographic and behavioral variables to segment our consumer markets for Power Up. 1. Demographic Segmentation-Because consumer needs, wants, and usage rates often vary closely with demographic variables, we use age and occupation to divide our consumer markets. (1) Age: Companies offer different products or use different marketing approaches in different life-cycle groups because consumers have different needs and wants in different life-cycle stages. Therefore, we use age segmentation to divide our market. (2) Occupation: People with different occupation have different needs and

10

wants. Therefore, excepting age variable, we also use occupation to divide our market. 2. Behavioral Segmentation-Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product. In this section, we use occasion variable to divide the buyer markets. This is because buyers can be divided into groups according to occasions on which they want to buy a product. Therefore, in order to identify a smaller and more specific-defined target market, we use multiple variables- age, occupation, and occasions-to segment the consumer markets for Power Up. Targeting According to segmentation, the target market for Power Up focuses on those people whose ages are between 16 and 35 years old. Besides, their occupations are almost students and office workers. In addition, for occasional segmentation, we target at those people who feel tired and do not have time to take a break. Because students need to spend a lot of time and energy on lessons and office workers need to handle many affairs, they feel tired more easily than others. Therefore, they need Power Up to rebuild their energy. Besides, energy drinks often give consumers an image: that’s for labors to drink. So, we want to create a new image for Power Up and

11

choose this group as our target market. The marketing strategy what we use is differentiated marketing. This is because we decide to develop different products for different markets. The target market for the original product (Power In) supposes to focus on blue-collar class (working class) due to the image it gives. Therefore, King Car should promote Power In to the labors since after Power Up is launched in the near future. Consequently, the target market for the new product (Power Up) will focus on students and white-collar class (employees, office workers), and those people who feel tired or need something to get more energy. Table 3 below shows different products with different target market. Table 3 Product

Target market

Power In

Labors (Blue-collar class)

Power Up

Students and office workers (white-collar class)

Positioning We use two dimensions to show consumer perceptions of Power Up versus other energy drinks. One dimension is price. The other one is appearance (i.e. product feature-packaging, bottle shape… ) (original versus novelty). Besides, we divide those products into two groups according to products’ launching time in Taiwan. “★”refers to new products which launching time is from January, 2005 to now.

12

“? ”refers to old products which launching time is before 2005. Therefore, figure 3 shows the positioning map for Power Up. Figure 3

70 60

Red Bull

50 Price

40 30

蠻牛(新) 活力旺

20

康貝特

Original

Power In

Power Up

蠻牛(舊)

200P

Appearance

Novelty

From this positioning map, though the price ($25) of Power Up is more expensive than most energy drinks ($20), we think a $5 gap is not a lot comparing to Red Bull. Besides, the appearance of Power Up is the most novel than others. Therefore, we see Power Up with novel, fashionable and modern appearance as our competitive advantage. Because there are many energy drinks existed in this market, such as 蠻牛, come best (康貝特), red bull(紅牛) and so on, we try to position Power Up as a energy drink which the young people like to drink most, in order to attract our target 13

market. We want to give consumers an image: What the young drink is what I want to drink. Besides, the appearance of Power Up is very different from other energy drinks. The bottle which is like a beaker and the label is colorful and full of fun. Therefore, we see Power Up with novel, fashionable and modern appearance as the biggest competitive advantage. In addition, the special flavor like the ice cream soda is also a competitive advantage for Power Up. And, the ingredients of Power Up include taurine 1000mg which is more than other energy drinks, so we can also refer it to our competitive advantage. Therefore, the positioning strategy for King Car to introduce Power Up into the market is more for the same . Figure 4 below shows the positioning strategy. Figure 4

Price The same

More

More

Benefits

More for more

More for the same

Less More for less The same for less

The same

Less for less

Less

14

六、

Product

Our product, “Power Up ” is a new product of the King Car Group. We redesign the appearance and the image of the original Power In. Power Up deeps the depth of energy drink of King Car. Power Up falls into convenient product. It is because the customer usually buys the product frequently and immediately. Following, I will introduce the taste, appearance, and ingredient of Power Up. 1.

Taste: The taste is like the ice cream soda.

2.

Appearance: We design the bottle which is like a beaker, and the label is very colorful and full of fun, in order to attract young market. There are four style labels which are 1.fight, 2.go ahead, 3.don’t fall, and 4.hold on. The bottle ’s color of Power Up is designed with brown color. The One bottle is 200ml. Figure 5 below is the appearance of Power Up.

Figure 5

3.

Ingredient: l

“Taurine” is a conditionally essential amino acid which can balance the 15

human’s body. There is 1000mg taurine in Power Up. The 1000mg taurine is the highest content in the energy drink market. l

Sixth vitamins: B1, B2, B6, c.

l

“Caffeine” has a function to improve energy reaction speed.

l

碳酸水、砂糖、蘋果濃縮汁、檸檬酸、檸檬酸鈉、瓜拿納抽出物、香料

Table 4 below shows the description respect to each other. Table 4 Product decision

Description

Product attributes

Power up could brace up people’s spirits and its colorful design creates a young image and makes people feel young when they drink Power Up.

Branding

King Car company has a long history of producing drinks. Besides, power up has younger appearance than others to attract young people to buy it.

Packaging

To protect the ingredients (such as vitamin C) from light, the bottle’s color of Power Up is designed brown color.

16

Power Up also has a special shape of the bottle. Labeling

The label is fashion and cool. There are four style labels to make people feel interesting.

Product-support service

Because Power Up is just a drink, so the company didn’t provide any product-support service.

七、

Price

Price Pricing which is affected by internal and external factors is an important step of marketing. However, we decide to price our new product “Power Up ” by value-based pricing and competition-based pricing. As you know, the freshener “Power Up ” is unique to the market, so we consider not only the value that consumers identify but also the price of competitions. According to competitions, the average price of energy drinks may be about NT$20/200ml. On the other hand, the special taste and fashionable image will provide customers different experiences of energy drinks. Above all, we price the “Power Up ” as NT$25/200ml.

17

Value-based pricing

Competition-based pricing

NEW* Version－

Power UP Budget The sales of energy drinks is about 25 hundred million dollars a year, and 蠻牛 occupied sixty percent of market share. However, we expect new version－Power Up will obtain about thirty percent of market share in next year. After calculating, we may obtain 7.5 hundred million dollars. According to the profit we expect, we can plan the expenditure as follow. Table 5 Item

Expenditure(Million NT$)

Materials

75

R&D

10

Channels

15

Promotion

90

Total Expenditure of marketing=75+10+15+90=190 million dollars Profit=750-190=560 million dollars

八、 1.

Place Slot machine: to locate at school, cram school, and companies.

18

2.

Convenience store: 7-11, family store, Hi- Life store, OK store, and 福客多.

3.

Super market: 全聯 and wellcome.

4.

Wholesaler: Carrefour, Giant, RT-Mart.

Slot machine and convenience stores are the main distribution of Power Up. The original Power In will lower shelf from slot machine of school and cram school, and Power Up will fill the vacant positions.

九、

Promotion

Promotion Mix Once when the product is ready for the market, the price is set and distribution has also been arranged, it is time to tell your consumer what the great arts you have done for them and here comes to the most “front office” work- to communicate with your customer: to inform, persuade, or remind them of what your product is, how much and where to buy it. There are five communication tools in promotion mix including advertising, personal selling, sales promotion, public relation, and direct marketing. When deciding which communication tools to use, it may depend on the factors such as the nature of the product, the stage in the product life cyc le, target market characteristics, consumers’ buying decisions, and what kinds of strategy (pull or push) to use. By scanning those factors, a firm may be able to know which communication tools should be use in when and how so that the promotion will effectively reach the targets and allocate the firm’s resource and capability properly. Therefore, we firstly analyze the profile of factor consideration and then explain the reason why the tools we choose are suitable for promoting Power Up. Table 6 Profile of Factors consideration for choosing promotion tools Table 6 19

Factors

Power Up energy drink (NT$ 25) 16-35 years old, students, office workers, people who are tired and need some refreshment

The nature of the product Product life cycle

Consumer goods Introductory

Target market characteristics

Potential customers that are hard to locate, Internet users, MRT or bus commuters, working overtime, need to stay up at night… etc.

Consumers’buying decision Routine decision Strategy Pull Strategy According to the table shown above, we decide to use adverting, sales promotion, and public relationship as our major communication tools and personal selling as supportive tool. First of all, Power Up belongs to the category of consumer products which means our consumers are the end users that distributed anywhere in this Island, so it is better to use advertising to mass broadcast to our targets. Besides, with NT$ 25 per unit, the inexpensive product can not support the cost for personal selling. Second, though the content of Power Up is almost the same as Power In, with target on different consumers, with different position, it has its whole new life cycle. For that, we need to start from getting customers’ attention and create awareness first. The most effective way would be advertising since “For anybody introducing anything who has to lasso audience in a hurry- a new product, a new campaign, a new moviethe networks are still the biggest show in town, ” stated by a media service executive. Meanwhile, we may also use sales promotion to induce trial and personal selling to obtain distribution. Third, due to the fact that our target customer characteristics are full of variety, the quickest way to reach them is to use advertising. Another reason is that potential customers are hard to locate, so it is costly can even difficult to reach them by personal selling or direct marketing. Fourth, compare with complex buying decision that requires consumers’high involvement for a product, Power Up is seen as convenient product with low price. Customers may buy it right away when they are 20

tired or they need it, just like buying coffee or soft drinks. Therefore, such routine buying decisions only needs advertisement and sales promotion to call attention to the brand. Last but not the least, we focus on using pull strategy toward our target markets which are also the end users because King Car belongs to B2C company and since customers are dispersed, it is good to use advertising and sales promotion to reach customers instead of using personal selling. Task of this promotion Since Power Up is in the stage of introductory, we plan to inform the target audience of Power Up by using public relationship and advertisement. Informative promotion is rather important for a “new” brand that is ready to penetrate to old product class because a new product has difficulties in establish itself against more mature products unless customers have recognition about it. Though customers are quiet aware of energy drink in the market, their perceptio n of the online brands (蠻牛, Power In, 活力旺, 200P… etc.) and products still remains in “for blue collar labor. ” Therefore, since we create Power Up as somehow like a reposition from Power In, it is definitely a need to change consumers’ perception toward energy drink. Next, we plan to persuade them in order to stimulate a purchase or an action by using sales promotion. Persuasive promotion is heavily used in growth stage; however, it also can be applied when encounters a very competitive mature product categories. Therefore, we will use sales promotion to boost try out and purchase intention. Period: A year run- we plan to have 5 months advertising promotion for introductory stage and the following periods for growth to mature stage, it will depends on the sales effect and make adjustment accordingly. Promotion content and tactics I. Initial Introductory: Teaser Ad à Publicityà Sales Promotion 21

To fulfill the task in the product introductory stage, the initial step we have to take is to have Power Up get the attention and create interest from customers. We use sales promotion to encourage target customers to have a free trial of Power Up and launch publicity at the same time. This strategy is almost the same with Power In (provide trials in the rest areas of freeway and cram school), but we make some adjustment such as hold the free trial campaign during 10 to 12 at night since our targets are also the one who feel tired and need some energy refreshment for staying up at night. Before this, we are going to use teaser ad on Yahoo Home page to induce customers’ curiosity. In the ad, we only put the information that implicitly associate “Overtime working, study hardly” to “Energy, power, stay up.” When our teaser ad is launched, potential customers might have attention and interest for it, and discuss with others to figure what it really is. After they see our follow up publicity which answer to the reason why employees want to work overtime is because they have energy refreshment and also and students who can concentrate on cram school class is due to Power Up, at that time, we have already done the first step of getting awareness. Besides, our press relation and publicity afterwards will report to encourage them to stop at the stands we set for free trial in front of cram school or office buildings so that customers will not be unfamiliar with Power UP.

22

Besides, the reason why we only put this ad on Yahoo instead of MSN or Yam is because according to AC Neilson, Yahoo has the highest visit rate and ranked as leading entrance website in Ta iwan. Besides, refer to the following statistic, ARO report shows that Yahoo possesses the potential customers we target at which means in terms of age, 63% of our potential customers will visit Yahoo, and in terms of occupation, there are 88% of our targe ts. Figure 6 Audience who visit and search in Yahoo Website-by age

Figure 7 Audience who visit and search in Yahoo Website-by occupation

Office workers and students occupied 88%

23

II. Introductory-pioneering advertising As we have stressed the importance of advertising to a new product, the next step is to use media as channels for implementing this communication tool. We adopt the media of newspaper, magazines, radio, television, outdoor media, and the internet as our major advertising channels by considering cost per contact for the specific media vehicles. Moreover, we also concern for the advertising period since the promotion is for introductory stage and we plan to proceed within a total of 6 month. 1. Dynamic advertising a. Television: TTV, CTV, CTS, and some selected channels of Cable TV The expenditure for commercial broadcasted on TV could be tremendous, especially we would like to put advertisement during the prime time programs (8 pm to 11 pm) such as soap operas and talk shows. Therefore, we plan to have frequencies of 2 for our targets per day. Period: First two months. b. Radio: the radio network of HitFm (Hito Radio), UFO, Kiss Radio There are various radio channels in Taiwan, but we only choose those networks that can broadcast our ad trough out Taiwan which means we are not going to use regional radio stations, instead, HitFm, UFO, and Kiss Radio are the networks that can reach the goal of mass communication. Period: Five months. Dynamic media such as tv commercial and radio have the most widely broadcasting advantage, their vivid, pictorial, and audio attributes can catch our targets’ eye and have their attention. 2. Printing advertisement (see Attachment ) a. Newspaper-Apple Daily, The Liberty times

24

The reason why we choose to put our ad on Apple Daily and The Liberty Times not only because they are the most popular newspaper in Taiwan due to the ratings but also in terms of age, most of our target customers read those two papers more frequent than Udn newspaper or The China Times. Therefore, we focus on Apple Daily and the Liberty Times. Period: First two months. b. Magazines-Career, Business Weekly, Common Wealth The three magazines sell best to office workers or future elites instead of executives or top managers. This shows that most of their audiences are still striving for the success in the future. Therefore, once when our ad published in those three magazines, it might create the feeling that Power Up is their partner or friend that accompanies them on the way to success. Therefore, we are doing a narrower broadcast of Power Up to office workers here. Period: Career- 3 months (2 publications per month) Business Weekly-2 months (1 publication per week) Common Wealth- 3 months (2 publications per month c. Outdoor media- Posters on the buildings (billboards) and cram schools, Bus stop shelters, bus strap, MRT station platform and car cards. Bus strap

MRT car cards.

Billboard

We are going to launch our printing advertisement, the posters, around the shops or buildings that office workers would see, and also in cram school since in the initial introductory, we have also cooperate with cram school to

25

hold free trial campaign. Most of our targets are bus or MRT commuters, according to AC Neilsen, in the year 2005, media contact of bus ad can reach above 70% of people who are between 12 to 39 years old whereas for MRT media contact, it can reach 67.3%. Moreover, students and office workers occupied 75.1% of MRT media contact which is really high and fit to our pursuit for using ads on the two media tactics. Period: 4 Months Figure 8 Distribution of age for Media contact of bus ads

Figure 9 Distribution of age and occupation for Media contact of MRT ads

Source: OminAd Media: AC Neilsen Jul.-Dec., 2005

3. Internet a. Banner ads-Yahoo, Yam, MSN, Msn Messenger Internet has ranked as one essential media type for young generation. Web

26

encompasses the elements that traditional media have such as text, image, audio, and even video content. The interactivity is also the most attractive advantage for both marketers and target audiences since it has the advantage of one-way and many-to-many communication (Hoffman & Novak, 1996). Though the banner ads are going to be replaced by pay-per-click ads, consider Power Up is still developing its brand awareness, great contact to mass is more important then for goal-oriented search products. Therefore, we will adopt banner ads on the Websites like Yahoo, MSN, and Yam. Due to the fact that MSN messenger and Yahoo Messenger are popular among the targets, we also plan to launch our ad right below the chatting window. Period: 3 months.

In the introductory stage, we focus on intensive advertising campaigns because to create recognition, awareness, or interest is very important for Power Up penetrating 27

to the competitive market of energy drink. Next, we are going to use sales promotion to boost our sales and PR to reinforce our image. Sales Promotion- Premium: a hand strap The purpose of sales promotion is to increase the effectiveness of promotional efforts by providing incentives to boost sales in a short-term. Instead of lowering the price, we plan to use premium. The figure of Power Up will be produced as a hand strap and attached with each

Hand Strap as premium attracts young

product as a premium. The hand strap can be widely used for the decoration of mobile phone, MP3, or key chain… etc. We assume that this premium will be popularized by our targets since it symbolized the effort of Power Up which might encourage their work harder spirit whenever they see the cheer up words on the figure. Besides, if they do not collect the figure themselves, they may also send it as a gift. Therefore, the badge is not only meaningful, but also with many usages for our targets. Period: Two months. Public Relationship: Sponsor “Get your Power Up for Free Style ” competition We plan to cooperate with the online game “Free style-street basketball” by sponsoring its game competition in Taiwan. We choose this newly launched online game is due to that fact that basketball game is favored by many people, especially for students, both male and female. Therefore, Power Up and Free Style have the same pursuit which is for young people. Second, playing online game could be fun but also tiring. Thought players may enjoy the tiring, they still need some refreshment to continue their enjoyment. Consequently, we offer Power Up for free during the game

28

competition. Before sponsoring this competition, we will have the sale promotion which is related to it. We plan to have Power Up as a skill item of Free Style and the function is that it can be switch to one of the capability value that players needs or become an individual function skill which is to enhance the power of the player’s role. This game item will be attached with each Power Up product so players may want to purchase more than one glass of our product since the more they buy the more power they will have for their roles in the game. Period: 1 month.

The total budge that company will support for promotion campaign mentioned above is NT$ 75,000,000. The advertising expenditure will be controlled in 55,000,000 for the maximum, and the sales promotion and PR sponsorship will be controlled in the cost of 10,000,000 for the maximum. The rest of 10,000,000 is counted for unexpected expenditure which means that is only used in case the maximum budget mentioned above have exceeded.

29

十、

Conclusion

The new version- Power Up will bring consumers fresh impression, not only the image of bottle shape but also the amazing taste. Unlike other energy drinks in the market, they taste like 維大力 or liquid medicine, Power Up drinks like ice cream soda. We create quite different image of energy drinks in order to attract young people. When they feel tired, they will first think of Power Up. It’s because Power Up could refresh the tiredness body and the message on the package (撐住，拚了)give them spiritual cheer up. Though the goal that we set for our thirty percent of market share may be a little difficult to achie ve, we may adjust our plan because environment is changing overtime. However, marketing is a challenge for marketers. We should keep paying attentions to our new product continuously in order to achieve the goal.

十一、 Reference 1. Charles W. Lamb, Joseph F. Hair, & Carl McDaniel. (2006). Essentials of Marketing (5th ed.). U.S.A: Thomson Higher Education. 2. Armstrong and Kotler. Marketing: an introduction (7th ed). Person International Edition. 3. Kotler & Armstrong，方世榮譯。行銷學原理。東華書局。民國九十一年。 4. 奧美廣告公司 www.ominad.com.tw

30

5. 台灣雅虎奇摩 www.yahoo.com.tw 6. 台灣雅虎奇摩廣告刊登 http://tw.emarketing.yahoo.com/kimoadv/ 7. 台灣雅虎搜尋行銷廣告刊登 http://tw.emarketing.yahoo.com/ysm/advantage/index.html 8. 台北雜誌商業同業公會 http://www.magazine.org.tw/home.asp 9. CBS Outdoor 戶外媒體廣告公司 http://www.cbsoutdoor.com/index.php 10. 金車關係事業 http://www.kingcar.com.tw/index02.asp 11. 紅牛能量飲料 http://www.redbull.com/ 12. http://www.tssdnews.com.tw/daily/2005/05/28/text/940528f5.htm

31

Attachment

32

33