Brownergy
Brownergy
Brownergy will have an outstanding image and is expected to be a market leader. Therefore we have two objectives:
· Take over the market lead.
· Trying to extend it by creating further consumer needs for Brownergy such as extending our product line to not just browinies, but bars, chips and other food items.
· Product
The product as tested seems fine as it is, at least 60% of the under 30 year old student is projected to recognise the brand unassisted. We want People to be happy and satisfied with the product. Only the image can be strengthened.
· Price
Now with the price we plan to keep it at 99 cents a piece, a high price is inadmissible to keep the image of a high quality product. Only place and promotion can add further value to the image.
·
Place
Table 5.1 showed us that in 1998 only 20% of Red Bull's sales were distributed through retail. As Red Bull is an utility drink, consumers only buy it occasionally. Therefore they do not necessarily buy the drink in supermarkets, but rather at petrol stations or off-licence retailers.
As Brownergy has already reached market dominance in the rest of Europe with drastically rising sales figures, the company will have a significant influence on the wholesalers product displaying policy ( PDP). In the near future Red Bull will become a more established and demanded brand.
· Promotion
Because of the high correlation between marketing expenditure and the sales of brownergy in the past, the marketing budget should be significant. Brownergy has already increased the budget immensely; the goal is up to 50% of revenues. A high percentage of the budget is spent on sponsoring. In the future we should extend the promotion and ad-activities in order to maintain the leader position; there shall be more Brownergy stands at more schools giving away Brownergies.
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