1.

Analysis of Marketing Objectives & Strategies

i. Although sales of sugary sodas have contracted
due to health concerns, in recent years, sales of energy drinks have risen
to 6% due to attractive packaging, product innovation and targeting
millennial customers. Full Throttle was purchased by Coca-Cola in 2004
and their advertising was aimed at young men interested in motorsports.
Full Throttle was then sold to The National Hot Rod Association and listed
as their official drink. Currently, advertising is aimed at young males, ages
20 to 30, who need a strong energy drink to get through their busy day.
The Senior Brand Manager described a new flavor of Full Throttle by
stating: Full Throttle Blue Demon delivers everything guys have come to
expect from Full Throttle energy drinks, and gives them the fuel they need
to face any challenge all day long. This is a drink designed specifically for
men who know the meaning of hard work. It is ranked as the 6th top
selling energy drink in the U.S. with $143 million in sales and 1% of the
market share.
ii. http://www.bevnet.com/news/2006/11-09-2006-

Full_Throttle_Demon.asp

2. Competitive Considerations
i. According to caffineinformer.com Full Throttles top

competition are Red Bull, Monster, Rockstar, NOS, and Amp, putting

them in the #6 spot for the top ranked energy drinks. Red Bull and

Monster take up majority of the market share which leaves Full Throttle

and other energy drinks holding 29% of the market share. This third of the

market is full of brands that hold less than 2% of the market.

ii. http://www.cspdailynews.com/category-

data/cmh/packaged-beverages/packaged-beverages-specialty-2016-

energy-sports
iii. Full Throttle is quite an unknown brand compared

to its competitors leaving people to assume its just another energy drink.

But they would prefer the well-known brands over one that is hardly on

the shelf at stores.

 iv. Full Throttles competitors are well known for

sponsoring extreme sports events and music festivals. They promote an

active lifestyle at events that are geared toward people living in the

moment. It used to sponsor the National Hot Rod Association back in

2012, which now promotes Mello Yello.

3. Creative History of the Brand
i. The current positioning of Full Throttle is very low

compared to its competitors. Monster Energy bought out the Coca Cola

brands energy line. The Energy hard at work brand is a low involvement

product that boosts your energy when you need to get the job done. It

lacks a media mix, having television commercials from 2009, lack of a

website and social media. We would like to spend at least 45% of our

budget for a national media spot due to the lack of knowledge on our

product.
4. Target Audience
i. According to infoscout.com, Full Throttles target

audience is generally lower income, Caucasian, and young adult age

males. The typical consumer does not have a college degree. They tend

to purchase Full Throttle during larger pantry stocking trips and will

purchase additional brands such as Dr. Pepper, Pop-Tarts, and Chips

Ahoy during the same visit. They use cash and food stamps most often to

make their purchase. They are not necessarily brand loyal to Full Throttle

and purchase other energy drinks like Monster and Redbull equally.
5. Geography Questions
i. Data from infoscout.com shows the majority of Full

Throttle consumers are located in the Midwest and the South, but it is

purchased nationally. They typically purchase Full Throttle at gas station

convenience stores and dollar stores.

6. Timing & Purchase Cycle
 i. Consumers who purchase Full Throttle purchase it

in bulk grocery trips, buying 21 items or more during the shopping trip. It

is purchased almost equally throughout the week, but sees a very small

rise in purchase on Friday and Saturday. More than 50% of purchases are

made in the afternoon or evening and about 20% of purchases are made

in the morning.
ii. http://infoscout.co/brand/full_throttle_beverage/?

ab=b&utm_expid=75303912-24.l6L7NHOEQze-M9P-

hvusJw.1&utm_referrer=https%3A%2F%2Fwww.google.com%2F
7. Questions About Media Mix
a. Social media can be a big help for our product. The biggest users

of social media are millennials which is also a big part of our target audience.

Some social media sites that we would focus on are twitter, instagram and

snapchat whose users consist of mostly teens age 18-25.

b. The lifestyle of our target consumer is a busy day at a high pace

that can cause a worker to crash at some point. The best way to reach the

audience would be to flash moments of our brand along their busy day. Social

media is a good form of media to reach the target audience because they are

constantly checking their mobile phones on the way. Our audience also consists

of people traveling so we would position ads outside places like bus stops and

train stations. Lastly we would use radio and tv commercials on channels that

teens 18-25 use often like MTV or hip-hop radio stations.

c. Full throttle stems off the successful brand coca-cola so they

probably have a decent budget to use on ads. That being said, the ads

necessary to reach are not all that expensive. Besides TV and Radio ads, social

media and street advertisements are economical forms of media that could prove

effective for our brand.

d. Competitors media mix is probably similar to our own which does

not require a lot of money but will use a lot to get its brand to reach a large
audience. One thing that our competitors do not have that we do is an

established big brother brand like we do in Monster Energy drinks that allows

us to project to their existing audience.

e. Our brand does have enough media data to have a SOV analysis

in our industry and outside with other soft drinks.

f. I would say our brand does not have specific advantages over the

competitors. We are an energy drink and energy drinks by definition do consist of

similar ingredients, it is our specific combination and brand presentation that sets

us apart from the rest.

g. The media that would work best for our brand is most likely social

media and television advertisements because it will give us the most exposure to

our target audience. Some marketing incentives we could use for our brand could

be a buy one get one free deal on magazine coupons or other print ads.
h. Purchase decision for our product is low involvement because of

its low cost.

i. Our message is simple, full throttle will keep you full of energy.
j. The internet should be used heavily for social media and could be

used to make online purchases of bigger packs of our drinks.

k. Our message is not heavy with information
l. Our creative concept can translate very well across all forms of

media.
m. It is difficult to demonstrate a boost of energy in ads besides the

dramatic scene of a sleepy person drinking the drink and immediately getting

hyper and happy.

n. The product does need to be shown visually because of its visual

appeal and people who do not already know what full throttle is could mistake it

for being another product.

o. Color is important for our brand to distinguish against our

competitors. We want our drink to be the most appealing at first sight out of any

of the other soft drinks.

p. Like I said before, I think print coupons of buy one get one free

could be a good way to get people to try our drinks.

 q. Commuters are very likely to use our drink and are a part of our

target audience. People on their way to work early in the morning pass kiosks

with our drinks by convenience stores and outside train/bus stations. Simple

street sign ads could be effective in these spots.

r. Frequency across all platforms is very important for our brand.

Social media sites should post consistently to keep our brand name in viewers

sight. Same goes for TV and radio commercials.