PIZZAZZ ORGANIC ENERGY DRINK · PDF file · 2016-07-28PIZZAZZ ORGANIC ENERGY DRINK 0 Pizzazz Organic Energy Drink Social Media Marketing Plan By Robert Robinson Comstrat 563 Summer

PIZZAZZ ORGANIC ENERGY DRINK

0

Pizzazz Organic Energy

Drink

Social Media Marketing Plan

By

Robert Robinson

Comstrat 563

Summer 2016 term


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Executive Summary…………………………………………………………………………..2-3

Brief Overview…………………………………………………………………………….....3-4

Social Media Presence………………………………………………………………………….4

Competitive Analysis…………………………………………………………………………...5

SWOT Analysis………………………………………………………………………5-9

Goals………………………………………………………………………………………....9-10

Strategies…………………………………………………………………………....10-11

Target Market……………………………………………………………………………….11-13

Tools & Implementation……………………………………………………………………13-16

Website……………………………………………………………………………...13-14

Facebook…………………………………………………………………………….14-15

Twitter……………………………………………………………………………….15-16

Polldaddy……………………………………………………………………………….16

Monitoring & Tuning………………………………………………………………………..17-18

Budget and Return on Investment (ROI)……………………………………………………18-20

Appendix

Competitive Analysis………………………………………………………………...21-22

Branding Research

Company Logos………………………………………………………………23-24

Polldaddy Survey………………………………………………………………...24

Survey Results………………………………………………………………..25-26

Summary & Analysis…………………………………………………………27-29

User Personas………………………………………………………………………...29-31

Wireframe Screenshot…………………………………………………………………...32

Wix-Website Home Page………………………………………………………………..32

Twitter Screenshot/Facebook Screenshot ………………………………………………33

WIX SEO Feedback ……………………………………………………………………34

References………………………………………………………………………………35

Table of Contents


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Executive Summary

Pizzazz Organic Energy Drink represents a new approach to the energy drink market. It is

expanding due to the increasing sales of organic drinks. Recent studies indicate concerns over

the long term impact of high caffeine energy drinks on consumer health. Competitive analysis of

the organic energy drink market indicates that Pizzazz is competitive with top market products.

The target audience analysis points out that the top consumers of organic energy drinks are

Millennials (18-32) and Generation Xers (33-43). They are seeking healthier alternatives. The

central focus of this social media marketing plan is to introduce Pizzazz as a new organic energy

drink brand .

The design centers upon reaching potential customers through visibility, engagement,

attracting and retaining Millennials and Generation Xers. One of the themes associated with this

campaign is “Change the way you think about an energy drink!” Across social media platforms

this is designed to stimulate change in thinking and explore the message. The images and themes

are coordinated across all platforms for consistency. An examination of the market positioning

of this brand has resulted in a set of specific goals and strategies designed to reach those goals.

Social media goals include:

To introduce the brand to Millennials, Generation Xers and Generation Z and build a

strong brand visibility. The goal is limit advertising costs by using social media

platforms to increase customer engagement.

To build the brand loyalty through social media postings and sharing.

To generate customer feedback and suggestions. This information can be used to

improve the product and/or the customer experience.


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To promote awareness of the brand through social media platforms with promotional

information about the products.

To improve Search Engine Optimization (SEO) to increase traffic and engagement with

prospective customers.

A set of strategies will be used in executing the social media goals. These strategies include

listening, interacting, engaging, influencing and contributing to the social media platforms. The

plan presents an analysis of how social media activity will be evaluated, tracked and measured to

guide fine tuning for optimal results. Included is a detailed budget presenting start-up costs for

Phase I, extending costs into Phase II for decision-making on feedback. Taken together this will

guide evaluation of return on investment.

Brief Overview

Over the last three decades the market for energy drinks has been on the rise. Taisho

Pharmaceuticals in Japan developed the first energy drink in 1960. It contained a mix of essential

vitamins along with taurine and niacin which are metabolic agents proven to boost things such as

energy and concentration. Red Bull followed in 1987, developed in Austria. It also included

taurine, but added caffeine and sugar. In 2011, dollar sales of energy drink beverages and shots

in the United States amounted to about 8.1 billion US dollars. According to research company

Mintel, it is estimated that category sales will increase to 13.5 billion US dollars and above by

2016 (Statista, 2016).

Recent studies report concerns over the long-term impact of caffeine and sugar on

consumer health (Webb, 2013). Millennials (18-32) and Generation Xers (33-43) compose the

largest consumer segments of the population. The FDA is currently investigating the dangers

related to the health hazards (Vella, 2013). As a result there is growing demand for alternative


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energy drinks that will provide and energy boost without the caffeine “crash”. Observations of

consumer trends point to a preference for natural energy sources including plant-sourced caffeine

for alertness along with other clean label efforts (Berry, 2016).

The development of the Pizzazz Organic Energy Drink was designed to meet this demand

and enter into this growing market. Pizzazz Organic Energy Drink combines sweetness and

energy from the stevia plant in Paraguay. It has been used by the Guarani people for centuries

and has been approved by the FDA. In fact the company is going to partner with the local

farmers and government to provide a steady market to grow their product, while at the same time

working to sustain their forests. The company is providing a dual goal of a healthy organic

energy drink while partnering with the Guarani farmers in Paraguay to assist them with

sustainable farming to preserve the natural forests.

Social Media Presence

The company and its social media sites were established July 5th

, 2016. The social media

sites update on a regular basis. Content posted on the website and social media platforms will

include information about the organic ingredients of the product, related information about

natural sources of energy with links to relevant information and events supported by the

company. The website includes a blog which also links to the social media platforms. Currently,

Pizzazz Organic Energy Drink has both a Facebook and Twitter page that builds the company’s

social media presence. Both of these sites are linked to the Pizzazz main webpage. The sight

has been optimized for search engines (See Appendix for Report). The social media platforms

will be discussed in more detail in Tools and Implementation.


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Competitive Analysis

The first step in developing the social media marketing plan was to identify and research the

main competitors in the organic energy drink market (See Appendix for Full Report). This

included Sambazon Amazon Energy, RUNA, Scheckter’s, Dark Dog and Brain Juice as the top

five. The first four products have plant based caffeine, while Brain Juice includes more amino

acids to boost energy. Sambazon is the most expensive at $52.56 for a 12 pack, with Dark Dog,

the least expensive at $19.90. They are sold online and at local health food stores. Top seller is

Sambazon with a visible social media marketing campaign on Facebook and Twitter. It has

expanded into a fast food cafe chain and promotes its brand with environmental causes. The

Pizzazz Organic Energy Drink is competitive on the basis that it strives for organic, non-GMO

ingredients and is environmentally friendly in deriving the ingredients. The drinks include

Sparkling Lime, Sparkling Apple and Sparkling. They are cool, refreshing energy boosters that

are good for you. Pizzazz is able to match the quality of the leading products and promote the

brand with environmental causes.

SWOT Analysis

The social media SWOT Analysis identifies the company’s strengths and weakness of the start-

up company. It provides information about the opportunities available to the company and its

applications to social media. The analysis of the market and the resources available to the

Pizzazz Organic Energy Drink Brand can be summarized by the company’s internal factors

relating to the S (strengths) and W (weaknesses) and external factors O (opportunities) and T

(threats). The SWOT Analysis includes the resources and experience available to the startup.


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Helpful To achieving the objective

Harmful To achieving the objective

Strengths S

Weaknesses W

The developer of the product is an active problem-solver with selling skills.

The developer has prior experience with developing a business plans and implementation.

There are initial resources to fund the business during start-up.

There is a strong emerging market in organic energy drinks. The timing is right to provide alternatives to high caffeine and sugar energy drinks.

The developer understands the millennial market and how to design communications to tap into this market.

Currently, the developer has a network of business and family contacts that are willing to invest in the business.

Not first to the market. As the organic energy drink competition expands, more products are introduced.

The competition is intense with developing product taste and ingredients that stand apart from the existing products.

Limited distribution to stores will hinder sales.

There needs to be marketing and promotion where customers and sample and buy the product.

To improve, the product will have to be tested in smaller markets with feedback from customers.

Results will build with online social media to initially bring the product to the attention of the public.

The greatest costs will be in production, distribution and marketing.

Opportunities O

Threats T

Millennials make up the key

demographic for energy drinks.

There is also appeal to Generation Z

born after Millennials and Generation

X who preceded the Millennials.

The initial success in the market

occurred with high caffeine and sugar

energy drinks.

As reports of health dangers emerge

from the high caffeine and sugar

drinks, there is increasing demand for

alternative, healthier drinks.

The market is growing for Organic

Energy drinks.

Social media market will be a key

opportunity to promote the brand.

Obstacles that could create a threat to the business would be more health reports suggesting that some organic ingredients could be harmful to people’s health.

The market may become oversaturated with “organic” energy drinks as many of the major companies want a share of that market.

If there are changes in the economy that reduce people’s spending, energy drinks may be impacted.

The company is not able to generate enough cash flow to keep the product manufacturing going as it prepares for marketing and distribution.


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SWOT Analysis Internal Factors

Strengths: The strengths of the company include the leadership of the developer with marketing

and sales experience. He has developed and implemented business plans. He also brings basic

funding resources for initial development of the product. It is clear that there is a strong

emerging market in organic energy drinks as concerns with health issues derived from the

mainstream non-organic high caffeine and sugar drinks come to the forefront in the news. In

particular, the developer of this product understands the millennial market and how to design

communications to connect. They are the largest consumer market and growing. They are the

main consumers of energy drinks.

Weaknesses: The weakness to be addressed is maintaining early production costs before the

product enters the market. Pizzazz Organic Energy Drink is entering into a growing and

competitive market. Developing product taste with quality non-GMO and organic ingredients

will have to stand apart from existing products. The business needs a sales force to market and

promote the product in stores so customers can sample and become familiar with the product.

The product needs to be associated with local events to promote the product. The product will

need to be tested in health food stores with feedback from customers. Sales will be limited if

distribution is also limited. The greatest costs will be in production, distribution and marketing.

Building online social media will be the centerpiece to bringing the product to the attention of

the public.


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SWOT Analysis External Factors

The external factors influence O (opportunities) and T (threats). They may influence

opportunities but also may create threats they may be beyond the control of the company.

Opportunities: The opportunities (O) are made up of a growing target audience made up of

Millennials, Generation X and the new Generation Z coming up next. They are the main target

audience and respond to the drive for natural and organic energy drinks. They are concerned

about the health dangers of high caffeine and sugar drinks and are seeking alternatives.

Threats: External forces related to threats would include any concerns over the organic

ingredients that might develop. The market may become oversaturated with “organic” energy

drinks as more products enter the competition. Any downturn in the economy may results in less

consumer spending which may impact sales. Also if the company is not able to generate enough

cash flow to keep manufacturing going as it prepares for marketing and distribution. Market

trends like this may shift consumer needs. The SWOT analysis forces the company to

methodically and objectively at what we have to work with and what the marketplace is offering.

S-O Strategy (Strengths-Opportunities): Follow the social media platforms of Facebook and

Twitter to create opportunities to match with the Pizzazz Brand’s appeal to Millennials,

Generation X and Z.

W-O Strategy (Weakness-Opportunity): Overcome the weakness of being the new product in a

competitive market by establishing a brand image through social media that engages the target

audience.


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S-T Strategy (Strength-Threat): Introduce the brand through sponsorship of events within the

community. Establish brand loyalty that can sustain external threats such as economy downturns

or increasing competition.

W-T Strategy (Weakness-Threat): Create a proactive presence in social media monitoring to

detect customer complaints or concerns before they become a public relations crisis.

Goals

Based on the research and competitive analysis there are five main goals for this social media

marketing plan. It is clear that a significant opportunity exists for Pizzazz Organic Energy Drink.

To introduce the brand to Millennials, Generation Xers and Generation Z and build a

strong brand visibility. The goal is limit advertising costs by using social media

platforms to increase customer engagement.

To build the brand loyalty through social media postings and sharing.

To generate customer feedback and suggestions. This information can be used to

improve the product and/or the customer experience.

To promote awareness of the brand through social media platforms with promotional

information about the products.

To improve Search Engine Optimization (SEO) to increase traffic and engagement with

prospective customers.

In the development of this plan, it is important to promote a thorough and aggressive social

media marketing presence. The brand and its development represent a major investment in

obtaining ingredients, partnerships and financial resources. It is therefore important to establish


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tangible milestones that can be measured. If these milestones can be met, it will provide

information supporting the primary goals.

Indicators: Social Media Analytics Goals:

Grow the Brand with Facebook followers by 100 a month, 600 in 6 months.

Use Hootsuite and Google Analytics as data indicators.

To increase Facebook likes to 500 in 6 months.

To increase Twitter followers to 250 in 6 months.

100 Tweets a month will be dedicated to driving traffic to the website.

Increase website traffic by 15% in 6 months

Strategies

The strategies designed to achieve these goals include two main strategic approaches.

The first is to develop and maintain a strong web presence as a means to generate product

visibility. This includes SEO (Search Engine Optimization) review of key words and phrases

and connectivity to social media links. Social media presence will also enhance SEO and product

visibility. The key is to engage customers to embrace the Pizzazz Organic Energy Drink by

establishing a vibrant brand community. Specific strategies include:

Web Presence and Connectivity:

Engaging customers with a website with fully updated with information to support

interest in the Pizzazz Organic Energy Drink.

Maintain strong connectivity with all social media platforms that share consistent

messaging.


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Maintain strong search engine optimization (SEO) using the Wix tools (See SEO Report

in Appendix).

Add creative content to Twitter and Blog with the goal of strategically creating

interesting content that generates traffic and awareness about the website.

Use Google Adwords and Facebook Ads to generate online traffic.

Engaging Social Media

Keep a record of likes and comments on posts, and number of sales to monitor growth

and determine which tactics are most effective in optimizing social media.

Listening through monitoring of conversations relating to customers and concerns.

Interact with consumers on Facebook and Twitter in seeking the target audience. Make

posts positive and engaging.

Create brand awareness and recognition using content contributions to strengthen brand.

Monitor audience to evaluate who customers are, what they do, who they are influenced

by and what they frequently talk about. Determine what customers are seeking in

exchange for online engagement and attention.

At least one Facebook post a day.

At least one Tweet a day.

Post promotions through announcements about products with calls to action.

Use questions to stimulate responses.

Target Market

The target market for organic energy drinks is drawn from the largest consumer

generation known as Millennials (18-34). They are the key demographic for consuming energy


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drinks (Bailey, 2015). They are also the first generation to grow up as digital natives. They are

primary users of social media platforms with Facebook and Twitter as most popular. Millennials

are establishing themselves in the careers. The work hard and want to keep achieving. They like

to share information with peers. Generation X (35-42) and are more established in their careers

and family. They often have busy schedules and often fight fatigue to keep up with everything.

Coming up behind the Millennials is Generation Z still in high school, but consume sports

energy drinks. They are a growing market and should be considered in messaging.

Three Persona Profiles were developed (Appendix) by gathering relevant demographic

characteristics, assessing their needs and triggers that might stimulate them to buy Pizzazz

Organic Energy Drink. Mary Chen is a 19 year old college student who works at the Apple

Computer Store and goes to Cal State San Marcos, CA. She is active in student government and

sports. She is highly motivated to keep up her hectic schedule. Mary is looking for a healthy

alternative to high caffeine and sugar drinks on the market. She wants an organic energy drink

that will give her a boost without the caffeine “crash”. George Williamson is representative of

Generation X at age 36. He is a computer programmer with a wife and two children. He is

concerned with all the younger guys entering his company with high energy, so he wants to meet

the demands of the workplace and his family responsibilities. He is looking for a satisfying

energy drink that is also healthy. Finally, Shirley Davidson, a graduate student and married

mother of two children is seeking a Master’s Degree in Business Administration. She is health

conscious and wants to shake the afternoon sleepy feeling. There is also consideration of a

growing market is Generation Z; those born in the last decade of the Millennium. They are

younger than Millennials (under 19). They were born in a fast paced world of communication

and instant gratification. According to Mintel (2011), 73% of Generation Z drink energy drinks.


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The Persona Profiles help us to target our audience and visualize the type of social media

messaging that will appeal to them (See Appendix for full User Personas).

Tools & Implementation

The social media plan will include a website, Facebook and Twitter feed. The content

and information will be designed to bridge connections across the platforms. Platform specific

tactics and tools will be presented. With the persona demographics defined the strategies and

content will promote target specific content. This will include information and discussions of the

healthy energy benefits of the product. Also by offering free samples of Pizzazz at different

sports events it will attract customers from the target market.

Wix Website:

The Pizzazz Organic Energy Drink website will function as the central platform for all

company information and products. The landing page includes the company name in the header

with the logo. There is a slideshow of peaceful outdoor settings with the stationary text theme of

“Change the way you think about energy drinks!” All images and labels are linked to the

appropriate webpage. The webpage will include calls to action to learn about the Pizzazz Brand,

its ingredients, testimonials and where it can be purchased. There is a store locator so customers

can check which stores near them carry the products. The products will soon be launched on

Amazon.

There will be links to the other social media platforms which are currently Facebook and

Twitter. All the website pages include links. This encourages visitors to link and respond to the

social media platforms. This webpage was designed with a wireframe which was expanded into

the full website design (Appendix). The theme of the website is natural organic energy. The


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images were designed to reflect natural outdoor experiences. Images of the ingredients are also

displayed. The page background is one of wooded hills and forests to project healthy natural

environments. The logo developed through branding research is the running apple which exudes

energy (See Appendix for Branding Research). The emphasis of the brand is on natural clean

energy with less sugar or caffeine stimulants., The webpage also includes a blog that presents

content related to healthy choices in nutrition. Currently, at start-up the Wix SEO Report

(Appendix) indicates that all indicators successfully optimized.

Facebook:

The Facebook page was designed to convey the feeling of energy and “Pizzazz”

associated with the Brand. The image projects two people silhouetted against the sun jumping

for joy! It is designed to express excitement over healthy organic energy drink choices. The

logo is used as the profile picture for the posts (Appendix). Posts will include information about

Pizzazz Organic Ingredients. For example, it conveys a win-win for the stevia farmers of

Paraguay and those who benefit from the ingredients in their healthy drinks. Posts will include

videos and articles to share information with interested consumers. They are designed to spark

engagement. The company will link events that they will be supporting by their presence. The

Facebook page began July 5th

, 2016. It is recommended that Facebook Ads be included to drive

traffic to the website ($2/Day = $730 a year).

Sample messages include:

The Stevia plant is an incredible herb! By working with the farmers in Paraguay it is a win-win for the farmers, the eco-system, and those seeking healthy organic sources of energy. Here you can see how stevia farming is growing in Paraguay: https://www.youtube.com/watch?v=HcROJCf0Kuk

Top athletes are now demanding more natural energy drinks without artificial flavorings and color. Here is a great analysis as to why on this video: https://www.youtube.com/watch?v=cb_z8b9gSus&noredirect=1

https://www.youtube.com/watch?v=HcROJCf0Kuk

https://www.youtube.com/watch?v=cb_z8b9gSus&noredirect=1


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There is a growing demand for healthier energy drinks. According to Nutritional Outlook,

caffeine is in the crosshairs. As more people react to high levels of caffeine, they are looking for alternatives. Here is a great link to what is going on and why: http://www.nutritionaloutlook.com/…/energy-drinks-consumers…

The Pizzazz Organic Energy Drink also organic green tea extract, ginseng and guarana. The ingredients promote vigor and energy without the caffeine crash. There are three flavors: Sparkling Mint, Sparkling Apple and Sparkling Lime. Visit our website to learn more about Pizzazz and where to shop for Pizzazz Organic Energy Drink: http://robinsonr2625.wix.com/pizzazzorganicenergy

From the jungles of Paraguay come plants and herbs from the Guarani people. One of the main ingredients is based on the Stevia plant of Paraguay. To the Guarani culture, stevia is a sacred herb that has health benefits. It is cultivated in a sustainable manner. We are working with local farmers to encourage this cash crop to help their economy and we are providing a market to sell their product. We are helping farmers achieve a balance between maintaining the National Forests while maintaining farming and agricultural standards.

Pizzazz Organic Energy Drink is an alternative to high caffeine and sugar energy drinks. The Pizzazz Company was founded in 2016. Tired of the "caffeine crash," a group of recent college graduates worked together to come up with a healthier alternative. The drink was designed for people who have a busy schedule and want to avoid an energy slump or who are just looking for a great tasting and healthy drink. The flavors of Pizzazz are crisp and clear. The drink is a blend of natural organic ingredients. There are no refined sugars, artificial flavors or preservatives.

Twitter:

The Twitter feed uses the same logo, image and theme “Change the way you think about

energy drinks!” Like Facebook the Twitter feed will be used to tweet information about the

product, benefits of organic ingredients, the stevia plant and how it is a win-win for the farmers,

preservation of forests and providing healthy ingredients (Appendix). Examples of early tweets:

The Stevia plant is awesome for energy and sweetness without the calories! It is a win-win for the Paraguayan farmers!

Top athletes are now demanding more natural energy drinks without artificial flavorings and color!

College student Mary said, "I did not get that headache-type buzz like the high caffeine drinks but I feel energized!"

Try Pizzazz Organic Energy Drink Now! http://robinsonr2625.wix.com/pizzazzorganicenergy …

To the Guarani culture in Paraguay, stevia is a sacred herb that has health benefits.

http://robinsonr2625.wix.com/pizzazzorganicenergy


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Pizzazz Organic Energy Drink meets the demand for healthier ingredients!

Now is the time to consider healthy alternatives to high caffeine and sugar drinks!

Overworked and tired. Need a healthy energy boost? Drink Pizzazz Organic Energy

Drink!

We use the Stevia plant from the jungles of Paraguay. The Guarani people use it for energy. Sweet!

We believe that Pizzazz Organic Energy Drink will help you feel good and boost energy! Try it! http://robinsonr2625.wix.com/pizzazzorganicenergy …

Pizzazz Organic Energy Drink Pizzazz has raised the bar. It tastes good, is good for you!

It is the intent of the Twitter feed to present information that is appealing to potential customers

concerning healthy organic alternatives to energy drinks. Related Twitter pages will be followed

as a means of expanding exposure to potential customers at similar sites. Also by following

industry report sites as well as nutritional sites, it may help to generate more followers.

Polldaddy

Polldaddy will be used to generate feedback from customers concerning the brand. It

will be used as tool to generate engagement. For example, on Facebook, Pizzazz can conduct a

survey of what people are looking for in an energy drink. Then the results can be posted for

feedback and discussion. It will be used promote interaction in Facebook. It can lead back to the

Website blog and the Twitter feed.

Website: http://robinsonr2625.wix.com/pizzazzorganicenergy

Facebook: https://www.facebook.com/Pizzazz-Organic-Energy-Drink-607174436118175

Twitter: https://twitter.com/PizzazzEnergy

http://robinsonr2625.wix.com/pizzazzorganicenergy

https://www.facebook.com/Pizzazz-Organic-Energy-Drink-607174436118175

https://twitter.com/PizzazzEnergy


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Monitoring and Tuning

The purpose of the monitoring and tuning plan is to evaluate if the strategies used to

implement the social media marketing plan goals. The tools used for monitoring will provide

measurement of Key Performance Indicators. They will assist in determining progress of

strategies in achieving goals. The following metrics are recommended. As the company

establishes its product, it is recommended that free monitoring tools such as Google Trends be

used to initially track information. As the company generates profits, the following tools are

recommended:

Google Analytics

Designing a measurement plan with google analytics feedback can be provided on how

users interact with content and marketing initiatives on any platform. GoogleAdWords can

generate traffic into the website. Google Analytics can track the click activity and provide

feedback on their effectiveness. It is possible to design a plan that allows Pizzazz to track

activity in the market with similar products. This tool will help us to optimize the site, so an

SEO analysis of keywords and phrases can be modified and tuned as needed. We can determine

how a user interacts with each page, what they are searching for and how many purchased the

product. It is recommended that the free program is used in the startup, moving to the premium

($150,000 a year) as revenue allows.

Hootsuite Dashboard

In order to consulate and maximize data monitoring across platforms it is recommended

that Hootsuite be used as a tool to monitor and compare results ($9.99 a month x 12 = $119.88).

The Dashboard allows you to summarize what an audience is saying about the brand, positives

versus negatives. It helps to assess how interactions with all platforms are matched with the


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goals established for the company. It allows the company to listen, make adjustments to

engagement, connecting by optimizing key words and phrases. This tool will analyze Facebook

posts through Hootsuite Insights: how many clicks, pages search, and customers purchasing

conversions, followers and likes. It will help to determine brand sentiment. This information

will help to fine tune the brand to make it most appealing to customers. It helps us to track which

social platforms were most effective in driving traffic to our site, blog or landing page. Feedback

from the Twitter feed will help to discover the quantitative responses and which content was best

responded to by the audience. This will help to facilitate links to audience interests.

Polldaddy

It is recommended that the free option be utilized as the company develops. Then the

Pro-level ($200 a year) can be introduced. Polldaddy can collect data on customer interest in the

product. It can provide valuable feedback on customer likes and dislikes. Polls can be

implemented to get feedback on how the brand is presented on social media platforms. Fine

tuning of content or format can be considered with this data.

Budget and Return on Investment (ROI)

The major costs associated with the Pizzazz Organic Energy Drink social media

marketing plan will be the salary of a dedicated social media manager who will design and

present content for the company. The impact of the plan will be measured using monitoring

tools to get a better idea of key social media metrics. It is recommended that those tools be

implemented as needed within a two Phase Plan. For example, it is suggested that use of the free

plans with Google Analytics and Polldaddy will reduce costs as the start. Hootsuite Pro can be

utilized to evaluate all media feedback across platforms and compared with Google Analytics to

determine which program provides optimal data feedback. It is recommended that ads be


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purchased in GoodAdWords and Facebook Ads immediately to help get the brand out into the

market for visibility. The starting costs may begin at around $40,849.88. Depending on the

growth needs and profitability, the company can move into Phase II to increase data analytics

and fine tuning of reports. If Google Analytics are added that would include an additional

$150,000 a year at a total of $231,899.76. If Hootsuite is providing the needed data, then Phase

II would include a cost of $81,899.76. These financial options are available, but can be decided

from the quality of the start-up data provided.

Social Media Plan Component Annual Cost Phase 1 Annual Cost Phase II Social Media Manager $35,000 $35,000 Google Analytics

1 $150,000

Hootsuite Pro $119.88 $119.88 Polldaddy

2 $ 200

Goggle AdWords $5,000 $5,000 Facebook Ads $ 730 $ 730 Total Starting Costs $40,849.88 $231,899.76 Total Starting Costs w/o Google Analytics

$ 81,899.76

1 No cost initially, but then $150,000 a year.

2 No cost initially, but then $200 a year at the Pro-Plan.

As a means of determining return on investment (ROI), measurement are the key

indicators. They will provide feedback on how efficient our social media marketing plan is in

terms of reaching the goals. Basically our Social Media ROI will be evaluated by examining our

Social Media Investment compared to Social Media Conversions (Sales). In other words, how

efficient was our marketing plan. It will include specific interactions with special platforms as

indicators to see which were most effective into bringing in customers and stimulating

conversions to sales. Return on Investment in our social media metrics we will examine our

reach, site traffic, leads generated, sign-ups and conversions and our revenue generated.

Social media engagement: Likes, Shares, Comments, Retweets, Mentions, Favorites.


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Customer acquisition on the website - social media metrics to measure: URL clicks and

traffic from social media.

Brand awareness: follower growth rate, percentage change over time in followers,

Twitter sentiment, reach by region, clicks by region.

In relation to Google Ads and Facebook ads, by gathering data on social media metrics, we

will be able to assess which ads were performing well, and whether we should spend or

lower resources for an ad. Overall, performance and profitability are key indicators. Our

social media metrics will be designed to capture our goals. We will refine our feedback

based on the best and most economical metrics for our social media marketing plan.


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Competitive Analysis

5 Competitors in Healthy Energy Drinks Market Variables Sambazon

Amazon Energy RUNA Clean Energy Drink

Scheckter’s Organic Energy Drink

Dark Dog

Organic Energy

Drink

BrainJuice

Price Point 12 Ounce (Pack of 24) $52.56($0.18 / FL Oz)

8.4 Ounce (Pack of 24), Organic Energy Drink $38.15($0.19 / FL Oz)

8.4 Ounce (Pack of 12) $32.00($0.32 / FL Oz)

12 Fl Oz (Pack of12) $19.90($0.14 / FL Oz)

12 FL Oz $29.60 / 12 Pack ($0.20/FL Oz)

Overview This energy drink emphasizes healthy ingredients that also offer a caffeine boost. It is derived from the Amazon forests. It is marketed online and distributed to major retailers across the nation.

The product is distributed online and across the nation at major retailers and health food stores. They emphasize “natural” caffeine through Guayusa found in the Amazon.

Company began in 2010 in the United Kingdom. It is now available through Europe, US, Netherlands and South Africa. It is also marketed online.

DARK DOG ORGANIC Energy Drinks promote a natural energy boost from certified organic ingredients, such as natural caffeine from coffee beans, yerba mate, green tea, and guarana. Began in 1995 in Austria. It is available primarily on the east coast in retail stores and online.

The Brain Juice

mission is to

naturally unlock

the potential of

the human mind,

body and spirit

through nutrients.

They describe it

as a healthy

alternative to

caffeine shots.

Ingredients Organic energy

drink containing

natural caffeine

derived from

yerba mate,

green tea, and

guarana

Made with real

fruit juice

Same caffeine

level as two shots

of espresso

Vegan and gluten

free

USDA Organic

and Non GMO

Project Verified

Organic Acai

Energy Drink

Rich in

Antioxidants

Guayusa with a

hint of lime.

Guayusa is a

naturally-

caffeinated leaf

from the Amazon

Rainforest that

provides an

uplifting and

sustaining energy

RUNA is Organic,

non-GMO, Fair

Trade, Gluten-free,

Kosher, and B

Corp certified

Contains healthy

polyphenol

antioxidants,

vitamins, minerals,

and 25 essential

amino acids, no

artificial

sweeteners, and

Powerful 80 mg

Scheckter's

Organic Energy

caffeine blend

(organic green

coffee and green

tea extract)

All DARK DOG

ORGANIC products

are sweetened using

Raw and Unprocessed

Organic Cane and

Coconut sugar

100% of your

recommended daily

dose of Vitamin C and

6 B-Vitamins - Certified

Organic by the USDA -

Non-GMO and Sodium

free

BrainJuice, a 2.5-ounce Nootropic Green Tea Shot that’s made with organic and natural ingredients. It tastes like peach mango tea. It’s packed with Vitamins B5, B6 and C, as well as Amino Acids like L-Theanine, Acetyl-L-Carnitine, and Alpha GPC to boost dopamine. It’s completely sugar-free.

Appendix


22

240% RDA

Vitamin C

low sugar

Variables Sambazon

Amazon Energy

RUNA Clean

Energy Drink

Scheckter’s

Organic Energy

Drink

Dark Dog

Organic Energy

Drink

BrainJuice

Promotional Emphasis

They emphasize that they are pioneers of nutrition, bringers of amazing taste, and believers of higher consciousness. They work to preserve the Amazon rainforest. The website locates local stores.

Runa’s mission is to improve livelihoods for indigenous farmers in the Amazon. We believe people everywhere can benefit from the bounty of the rainforest without destroying it. The website locates local stores.

The company’s mission is inspired by a passion for natural and organic ingredients, great taste and performance. Scheckter’s emphasize sophisticated flavors. The website locates local stores.

They emphasize that this new energy drink is the result of 3 years of extensive tests, Their mission is to provide healthy organic energy. It has been certified by the USDA and verified by the Non-GMO Project.

BrainJuice promotes the drink as a healthy alternative to coffee, energy drinks, and soda pop. The emphasis is on a small beverage that naturally replenishes your brain without the terrible crash that normally accompanies an energy drink. It is available online and retail locations in Oregon, Washington, Texas, Oklahoma and Louisiana.

Sales Generated 100million in retail sales in 2013. Privately held company.

As of 2014, Runa has 25 employees in the US and almost 40 in Ecuador. You can find Runa products in 7,000 stores nationwide in the US. Since producing for Runa, farmers have had an average increase of 25% of annual income. Runa’s sales growth rate is on track to almost triple sales in 2014 over $2.5-million in 2013.

No data could be obtained. In the Technavio Marketing Report (2015) “Manufacturers are introducing energy drinks like Scheckter's, a 100% organic energy drink and contains natural ingredients.”

Dark Dog Energy Drink is distributed in 25 countries. It owned a market share of 47% in 2006 before the arrival of its aggressive competitor, Red Bull. In 2011, Dark Dog represented 3% of the sales in supermarkets of energy drinks. According to the PR Newswire in 2015, it is still a top competitor.

No sales data could be obtained. It is ranked BrainJuice is the #1 Best Seller in dietary supplements at the WholeFoods flagship store in Austin, so obviously, the drink does something right.


23

Branding Research

In order for the company to be successful and visible, it has to develop a brand that can

be recognized and clearly associated with the product. The first step is developing a

recognizable logo to help identify the product. Three brand names with five different logo

designs were generated. A background check on the Trademark names was also conducted to

ensure there were no copyright conflicts. The names and logos selected for market analysis

included: Pizzazz Energy Drink, Pizzazz Organic Energy Drink, Panache Energy Drink and

Gusto Energy Drink. The key concept driving the search for a brand name was to stand out from

the competitive market. Pizzazz is associated with vigor and energy. Panache and Gusto are also

associated with energy. They did not conflict with any trademark names. A Polldaddy Survey

was conducted across a small sample of 10 millennials to get feedback on names and logos.

There were seven questions in the survey using a Likert scale.

Logos


24

Polldaddy Survey Screenshot


25

Survey Results


26


27

Polldaddy Survey Results

Summarized

% Percent

Completely

Agrees

Conclusion

Question 1 Summary

When asked which organic drink name was

most memorable, respondents agreed completely

with

Pizzazz

Panache

Gusto

80%

30%

0

Pizzazz was rated most memorable at

80% by respondents.

Question 2 Summary

Which of these names would you associate with

a healthy energy drink?

Pizzazz

Panache

Gusto

90%

40%

30%

The name Pizzazz was most associated

with a healthy energy drink by

respondents at 90%.

Question 3 Pizzazz Summary

Please rate how the name “Pizzazz Energy

Drink” exemplifies the following organic traits

in your mind.

It suggests healthy ingredients

It is associated with an energy boost

It does not contain high amounts of

caffeine and sugar

It does not contain dyes and artificial

preservatives

70%

90%

50%

50%

The Pizzazz Energy Drink name was

closely associated with healthy

ingredients and energy boost at 70%

and 90% respectively. About half

associated the name with not having

high amounts of caffeine and sugar or

dyes and artificial preservatives.

Question 4 Panache Summary

Please rate how the name “Panache Energy

Drink” exemplifies the following organic traits

in your mind.




caffeine and sugar


preservatives

40%

10%

11.11%

10%

The Panache Energy Drink name was

closely associated with healthy

ingredients and energy boost at 40%

and 10% respectively. About half

associated the name with not having

high amounts of caffeine and sugar or

dyes and artificial preservatives.

Question 5 Gusto Summary

Please rate how the name “Gusto Energy Drink”

exemplifies the following organic traits in your

mind.




caffeine and sugar


preservatives

0

10%

0

0

The Gusto Energy Drink name was

not closely associated with healthy

ingredients and energy boost at zero

and 10% respectively. No respondents

associated the name with completely

not having high amounts of caffeine

and sugar or dyes and artificial

preservatives. Rather, most

respondents rated this association as

somewhat linked.

Question 6 Summary

Please indicate which name is most liked,

somewhat liked or least liked

The majority of respondents rated

Pizzazz as most liked. Panache and

Gusto were rated more as somewhat


28

Pizzazz Energy Drink

Panache Energy Drink

Gusto Energy Drink

75%

0%

0%

liked.

Question 7 Summary

Please indicate which logo is preferred

Pizzazz Energy Drink Apple Logo

Panache Energy Drink Text Logo

Pizzazz Energy Drink Text Logo

Gusto Energy Drink Text Logo

Panache Energy Drink Curved Logo

62.5%

25%

12.5%

0

0

The Pizzazz Energy Drink with the

Running Apple Logo was rated most

preferred.

Summary and Review of Branding Research

After reviewing the results of the survey, it was concluded that Pizzazz Energy Drink was

the most preferred name by the respondents. The running apple logo was the most popular with

the brand name. It was memorable and received the highest scores on the likert scale. The name

is short, different and easy to remember. Since the respondents were primarily Millennials, this

also added insight into the target audience preferences. The Pizzazz brand name was rated

highest in association with healthy ingredients, energy boost, not containing high amounts of

caffeine and sugar along with dyes and artificial preservatives. At the beginning of the survey it

was stated that this was an organic energy drink that was new to the market. As indicated by

responses, the brand name of Pizzazz was rated the highest in complete agreement with those

characteristics. In using the brand name I separated the apple image from the text to have more

flexibility in developing the social media platforms. The red lettering was associated with energy


29

and was memorable in design. The running apple logo is friendly and appealing. The

combination should help the brand develop a distinctive marketing image.

User Personas

User Persona 1

Mary Chen

Persona The Young Working

Student

Name Mary Chen

Location San Diego

Occupation Part Time College Student

Age 19

Quote

“I just want thinks to work smoothly so

I can get everything done!”

Backstory

College students at Cal State

San Marcos majoring in social

work.

Originally from San Francisco

Active in student government

Plays field hockey, likes to read

and hang out with friends.

Works full time at Apple store.

Frustrations

Not having time to get

everything done.

Keeping energy levels going.

Missing meals, eating on the

run.

Too much multitasking.

Motivations

Is highly motivated to keep up

hectic schedule.

Likes to meet with friends on

weekend’s in-between work and

studies.

Wants to have energy to keep

Ideal experience

Doing outstanding work on my

job.

Keeping up my grades.

Feeling good and having the

energy to do it all.

Doing all this and still having


30

going.

Works hard to keep grades up

time for my friends.

User Persona 2

George Williamson

Persona The Generation X

Computer Programmer

Name George Williamson

Location Oceanside, CA

Occupation Software Engineer

Age 36

Quote

“My job keeps me going day and night,

so I have to keep going with it!”

Backstory

Graduated from UCSD college

about 10 years ago.

Have been working for the same

company for about five years.

Has a wife and two children with

all the activities.

Frustrations

Not having time to get

everything done.

Trying to meet the demands of

the job and spend time with my

children.

I am always tired and never

seem to get enough sleep.

Motivations

I am good a my work and will be

up for a promotion soon, better

salary.

Younger guys coming in with

high energy looking to replace

me, so I need to stay on top of

my work.

Ideal experience

Achieving a balance between my

work and family schedule.

Keeping up my energy levels to

achieve that balance.

Finding time to improve my

nutrition and feel good.


31

User Persona 3

Shirley Davidson

Persona Young mother and

graduate student

Name Shirley Davidson

Location Orange, CA

Occupation Graduate Student

Age 29

Quote

“I love what I am doing. I have two

children in elementary school and a

supportive husband, life could not be

better!”

Backstory

Graduated from college about 5

years ago with a business

degree.

Have a husband and two children

with all the activities.

Now that the kids are in school I

am going back for my Master’s

Degree

Frustrations

After starting the day early with

the kids, I find myself sleepy at

night trying to get papers done.

I want to be there for my family,

my studies and for my friends

and family on the weekend –

without being tired.

Motivations

I am highly motivated to get my

higher degree and go back to

work. It will help to take the

pressure off my husband.

I am good at what I do.

Ideal experience

Achieving a balance between my

work and family schedule.

Keeping up my energy levels to

achieve that balance.

Finding time to improve my

nutrition and feel good.


32

Wireframe Screenshot

Wix Website Home Page


33

Twitter Screenshot

Facebook Screen Shot


34

Wix SEO Feedback


35

References

Bailey, S. (2015). Why Are Millennials a Key Demographic for Monster Beverage? Market

Realist.Com. Retrieved from http://marketrealist.com/2015/06/millennials-key-

demographic-monster-beverage/

Berry, D. (2016). Beverage trends, 2016. Food Business News. Retrieved from

http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2016/01/Bever

age_trends_2016.

Generation ZZZ: Younger Consumers Kept Awake by Energy Drinks (October 26, 2011).

Mintel.com. Retrieved from http://www.mintel.com/press-centre/food-and-

drink/generation-zzz-younger-consumers-kept-awake-by-energy-drinks

Statistics and facts on energy drinks in the U.S. (2016). Statista Retrieved from

http://www.statista.com/topics/1687/energy-drinks/

Vella, M.(2013). Energy drinks brace for caffeine crash. Fortune. January 23, 2016. Retrieved

From http://fortune.com/2013/01/23/energy-drinks-brace-for-caffeine-crash/

Webb, D. (2013). The truth about energy drinks. Today’s Dietitian. Retrieved from

http://www.todaysdietitian.com/newarchives/100713p62.shtml

http://marketrealist.com/2015/06/millennials-key-demographic-monster-

http://marketrealist.com/2015/06/millennials-key-demographic-monster-

http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2016/01/Bever

http://www.mintel.com/press-centre/food-and-drink/generation-zzz-

Documents

PIZZAZZ ORGANIC ENERGY DRINK · PDF file · 2016-07-28PIZZAZZ ORGANIC ENERGY DRINK 0 Pizzazz Organic Energy Drink Social Media Marketing Plan By Robert Robinson Comstrat 563 Summer