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Situation analysis • The beverage industry has seen moderate growth
over the last decade
• The fastest growing sectors are energy drinks and bottled water
• Industry is dealing with stricter school guidelines regarding vending machine products, an obesity epidemic and an emerging diabetes epidemic
Solutions • Increase sales of non-carbonated beverages
• Increase the nutritional value of products
• Increase playtime across the country
• Launch a new energy drink, VENOMX Energy
VENOMX Energy • A piercing new energy drink that strikes
back at sleep. • A new blend of caffeine, taurine, and
other hard core ingredients designed to give maximum energy.
• Launch VENOMX Energy with a press release/media blitz and guerrilla marketing.
“A huge part of energy drink popularity is in the sponsorship efforts, with top brands spending large sums of money to achieve brand placement.” - “Top 15 Energy Drinks” CaffeineInformer.com
• High profile sporting events such as the Super Bowl and the World Series
• Pop Culture events such as the iHeartRadio Music Festival, Dick Clark’s New Year’s Rockin’ Eve, Lollapalooza and South by Southwest
VENOMX Energy sponsorships
• Place free portable charging stations throughout urban cores and highly populated areas i.e. sports venues
• Brand ambassadors can hand out free VENOMX Energy drinks and merchandise to create brand awareness
VENOMX Energy guerrilla marketing
DPS and funding academic research • A very recent NYT article suggests that DPS
funded scientists to shift the blame of obesity from a poor diet involving a lot of soda to poor exercise habits
DPS and funding academic research • To minimize damage, DPS will follow the 3 O’s of
crisis management – OWN up to the issue
– Put the CEO OUT front
– Make an OVERSIZED response
OWN up to the issue • The NYT article and a subsequent article by the
Associated Press detailed indisputable evidence of DPS’s involvement with the scientists
• Owning up to at least some part of the incident usually helps a company’s reputation in the long run.
Put the CEO OUT front • The best course of action is to have
the CEO write an op-ed for the New York Times owning up to the incident as well as doing morning show rounds promising changes and more transparency
DPS CEO Larry Young
Make an OVERSIZED response • DPS will need to be transparent about the
company’s policies and any changes when it comes to funding academic research
• DPS will also need to double down on its commitment to encouraging good physical fitness habits among children and adolescents
Whitepaper • Will focus on:
– DPS’s previous efforts to increase playtime across the country
– DPS’s expanded efforts to increase playtime and create nutrition awareness
– DPS’s efforts to increase the nutritional value of their products
– Call on all other beverage makers to join with DPS’s and these new initiatives
A new Code of Ethics • DPS will need to amend it’s Code of Ethics
• More than just rules for employees to follow
• Will guide the company and its new initiatives
• Needs to address: – Transparency with funding academic research
– The company’s new focus on a healthy life