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May 2009 – February 2010

1

TTAABBLLEE OOFF CCOONNTTEENNTTSS

Executive Summary…………………………………………………………………………….. 2

Part I. Situation Analysis………………………………………………………………………. 3

Company & Brand Histories……………………………………………… 3

Category Analysis……………………………………………………………… 3

Competitive Analysis…………………………………………………………. 4

Consumer Research………………………………………………………….. 4

Research Conclusion…………………………………………………………. 8

Target Analysis & Profile……………………………………………………. 9

SWOT Analysis…………………………………………………………………………………… 9

Strategic Recommendations………………………………………………………………….. 11

Part II. IMC Strategy……………………………………………………………………………. 12

IMC Objectives & Budget………………………………………………….. 12

Positioning Strategy……………………………………………………………. 12

Campaign Timeline…………………………………………………………… 13

IMC Mix………………………………………………………………………….. 14

Part III. Advertising Creative Strategy…………………………………………………….. 17

Creative Executions…………………………………………………………… 18

TV Commercial……………………………………………………………….. 18

Print & Bus Ad…………………………………………………………………. 19

Internet Banner………………………………………………………………… 20

Ambient Ad……………………………………………………………………… 21

Part IV. Media Plan……………………………………………………………………………… 22

Media Objectives, Rationales, & Strategies…………………………… 22

Media Selections………………………………………………………………. 25

Campaign Flowchart………………………………………………………….. 26

Part V. Campaign Assessment……………………………………………………………….. 27

Part VI. References………………………………………………………………………………. 28

Part VII. Appendices……………………………………………………………………………. 29

2

EEXXEECCUUTTIIVVEE SSUUMMMMAARRYY

Rockstar Energy Drink offers their consumers ―a superior product coupled with amazing

value,‖ providing a beverage that not only enhances their energy but also offers an enjoyable sweet

taste.

The target audience lives an active college lifestyle and is primarily males between the ages

of 18-24. Thus, it is at this time in the consumer‘s life that dramatic changes are taking place. The

primary consumer group of Rockstar includes extreme sports enthusiasts, music lovers, and young

adults which are why this campaign consists of event sponsorships and promotions which will grab

the targets‘ attention.

Over the past few years, the market has revealed that there is a strong increase in the

consumption of energy drink beverages. The primary research indicates that participants, who

sampled an unidentified variety of energy drinks, preferred Rockstar because of its unique, fruity

flavor which became a vital aspect that is focused on throughout this campaign. Insight of this,

many participants voiced that they would purchase Rockstar to provide them with enough energy

to sustain their fast-paced lifestyles.

While there are currently many brands of energy drinks on the market, Rockstar

distinguishes itself amongst its competitors by offering a larger size can, thus enabling our

consumers to get more for their money. According to Tablebase data, Rockstar is positioned third

amongst brands such as Red Bull and Monster with an 11.5% market share.

The strategy is to emphasize Rockstar‘s distinctive taste and 16oz size can. The taste is

more enjoyable and the size provides a longer lasting boost of energy, which led to the creation of

the ―Makes Life Sweeter‖ slogan. This campaign will be launched in the beginning of May 2009

and continue on throughout April 2010. Rockstar will begin by introducing new advertisements

aimed at reaching the targeted age group, thus creating brand awareness. As the target audience

becomes more familiar with the brand, Rockstar will launch specific event sponsorships that will

attract the target and increase revenue.

Based on Rockstar‘s sales from the previous year, the campaign allocated an advertising

budget of $10 million to execute and utilize different media vehicles: magazine, internet, prime-

time television, ambient, and event sponsorships. These media vehicles allowed Rockstar to reach

the desired reach and frequencies while keeping within the budget. Research dictates that the top

10 DMAs are heavily populated with the target audience that Rockstar is aiming to attract current

and future consumers.

The main objectives are to increase female users from 7.8% to 12% and to increase market

share from 11.5% to 17.3%. The communication objectives are to eliminate gender biases and to

break the image and perception that Rockstar is only for a distinctive group. This campaign will

allow Rockstar to achieve these goals and further promote the Rockstar brand.

3

PPAARRTT II.. SSIITTUUAATTIIOONN AANNAALLYYSSIISS

Company History: How it all started

Rockstar Incorporated was founded by entrepreneur Russell Weiner, the current CEO

of the company, in 2001. His ultimate goal for the product was to offer the consumers ―a superior

product coupled with amazing value.‖ As a family business, Rockstar was created by the

collaboration of Russell Weiner and his father, Michael Weiner, who has a background as a

credited botanist and herbalist. His mother, Janet Weiner, is the one who handles the financial

aspect of the company. As of 2005, Rockstar products are distributed by The Coca-Cola

Company, the world‘s largest beverage company. The market share of Rockstar since May 18,

2008 is 11.5% and $18,839,000 in dollar sales. Their growth has increased by 28.1%.

Brand History: A Rockstar is born

Known as the most powerful energy drink, the product is enhanced

with potent herbal blends of Guarana, Ginkgo, Ginseng, and Milk Thistle.

Their products are purely vegetarian and vegan. According to the Rockstar

homepage, ―the product is scientifically formulated to provide incredible

energy to those with exhausting lifestyles – from athletes to rock stars.‖ The

product was the first to be introduced the category of the 16oz can, which

differentiated it from the other energy drinks in terms of size. It was also the

first energy drink to offer various package sizes for their consumers.

Rockstar promotes itself in various venues such as music concerts,

parties, sporting events, and student travels. Currently, they are hosting the

Taste of Chaos 2009 Tour with rock bands - Thursday, Bring Me the Horizon,

Four Year Strong, Pierce the Veil, and Cancer Bats – to further promote their

slogan, ―Party like a Rock Star!‖ Regards to sporting events such as the U.S.

Grand Prix of Snowboarding 2009, they are involved in 20 different sports

from snowboarding to paintballing to volleyball. With student travels, they

promote strongly during famous Spring Break destinations such as Acapulco,

Cancun, and Bahamas.

Category Analysis: A new addition in energy drinks

Rockstar belongs to the energy drinks category. Energy drinks are beverages which

contain large amounts of caffeine and other legal stimulants like Guarana and Ginseng [Brown

University Health Education]. They were first developed overseas in Europe and Asia and later

introduced in the United States by Red Bull. They are targeted to people under 30 years old, but

mainly to college students and athletes. These drinks are rapidly growing in popularity and are

thought to be the next high-growth sector of the soft drink industry. Consumption of these

beverages are discouraged while exercising and drinking alcohol due to dehydration. Despite this

fact, it is still widely popular to mix alcohol with energy drinks among college students.

4

Competitive Analysis: Battle of the beverages

Within energy drinks, Rockstar‘s main competitors are Red Bull and

Monster Energy. It is ranked 3rd

in the market with an 11.5% share, following Red

Bull [48.8%] and Monster Energy [17.3%]. Red Bull is known to be the first energy

drink in the United States. Its main headquarters are in Austria. Their popular slogan

is ―Red Bull gives you wiiings!‖ Similarly to RockStar, Red Bull caters to athletes and

college students in events such as extreme sports, music, and travels. However, they

also sponsor in many different activities like video gaming and cultural arts. Red Bull

has only three products, the Original, Sugar-Free, and Cola, while Rockstar has 10

products with different flavors. Red Bull has sold more than 4 billion cans in over

130 locations, while Rockstar has only 19 international locations. As of May 18,

2008, Red Bull earned $79,817,000. Their growth increased by 26.5%.

Monster Energy started in the United States. It was under the Hansen

Natural Corporation until it was bought by The Coca-Cola Company in 2008. Thus,

both Rockstar and Monster Energy are distributed by the same beverage company.

Their slogan is ―Unleash the Beast,‖ which supports its image as the ―meanest

energy supplement on the planet‖ according to its own homepage. Similar to Red

Bull and Rockstar, Monster Energy sponsors sporting events, concerts, and parties.

Monster Energy offers 7 flavors with an addition of 8 flavors mixed with coffee

known as Java Monster. Unlike Rockstar who has 19 international locations,

Monster Energy‘s international locations are limited with only 3, which are in

United States, Ireland, and United Kingdom. As of May 18, 2008, Monster Energy

earned $28,359,000. Their growth increased by 43.5%. Tablebase 1. ENERGY DRINKS TOTAL DOLLAR SALES *$852.2 mil. (+18.6%) DRUG STORES $163.6 mil. (+ 30.8%)

LEADING BRANDS ** Market Share Dollar Sales (000)

Dollar Sales % Change

Red Bull 48.8% $79,817 + 26.5%

Monster Energy 17.3% $28,359 + 43.5%

Rockstar 11.5% $18,839 + 28.1%

Full Throttle 3.5% $5,753 + 7.9%

AMP 3.0% $4,868 40.9%

Despite these two main competitors, Red Bull and Monster, the energy drinks industry is

heavily competitive. Rockstar needs to maintain its market share by continuing to set themselves

apart from Full Throttle and AMP because both these brands are increasing dollar sales as shown

above from Tablebase. There are also a variety of different substituted ‗no-name‘ energy

refreshments as well. Many of these ‗no-name‘ energy drinks are not mass produced and not sold

in stores, but this does not mean that they are not a competitor that Rock Star faces. People who

are high energy drinkers will go out of their way to order cases of these ‗no name‘ energy drinks

online because they are more affordable and more powerful than the typical energy drink that is

sold at the local convenient store since these are not FDA approved.

As for other competitors that do not fall under the energy drinks category, they range from

coffees, fountain drinks, and sports drinks. Popular cafes like Starbucks, Dunkin‘ Donuts, and

McCafe provide the everyday aromatic warm coffee to help individuals start off their early days.

Upon request, these stores can increase a boost of caffeine in the coffee like the double or triple

5

shots of caffeine option added to any Starbucks drink. Starbucks is the well-

known coffee drink provider to everyone who does drink coffee and does not

drink coffee. Its popularity has allowed them to sell their own specialty energy

drinks in stores such as the Starbucks Double Shot which reflects the taste of an

ice coffee. Starbucks is a definite concern for Rockstar because it has an already

well-established name and defiantly similar targets to some of Rockstar‘s.

There are some fountain drinks out there in the market that claim to have

energy boosters in their drinks over regular sodas. Vault and Vault zero energy

are such soda brands that emphasize its energy edge over the regular typical soda.

Vault zero even appeals to those consumers who are watching their

weight. Even though Vault has products that separate themselves from the

typical soda, soda beverages are another form of competition. Soda is

caffeinated and has been around a lot longer than any special energy

beverage. Many companies are well established and have developed brand

loyalty with their customer. These brands are Pepsi, Coca Cola, 7 UP,

Ginger Ale, Sprite, Dr. Pepper, MUG Root-Beer and many others. Thus,

many people would still prefer to drink sodas over energy drinks.

Another competitor that appeals to the health conscientious consumer

is the sports drinks category. These drinks are specially formulated to help

athletes with their body and performance energy. Some brands that fall under

this category are Gatorade, Propel, and Vitamin water. These beverages

provide the consumer with vitamins, carbohydrates, electrolytes, and many

more important elements that aid in keeping the individual hydrated and

energized.

With all of the variety of beverages out there, it is no surprise that the market of energy

drinks is extremely competitive and filled with a lot of advertising clutter, making it difficult for

Rockstar to stand out and for the consumers to decide what drink best fits their needs.

Consumer Research: ROCKin‘ explorations

Overview: We narrowed the research down to be only qualitative because qualitative

research can provide us a more in-depth understanding about the consumers or target audience.

With the qualitative aspect, we held a focus group of 11 Penn State college students. We

interviewed three people one-on-one – one Rockstar user, one Red Bull user, and one non-user of

energy drinks. For the observations, we are currently still observing our surroundings of college

students drinking energy drinks and purchasing these drinks in convenience stores. Additionally,

we are also observing any public pictures of Rockstar in its natural habitat via the internet.

Study 1: Focus Group

Methods: A focus group was conducted with 10 females and 3 males. All of the

participants were Penn State students. Pizza was offered to the participants upon arrival, and the

moderator had everyone take a seat in a circle. An icebreaker was conducted where each

participant introduced their name, hometown, and major. The moderator then passed out a sheet

to each participant, containing six brand images of different energy drinks including Rockstar, Red

Bull, AMP, Monster, Starbucks Double Shot, and Full Throttle. The participants were asked to

write down any thoughts they had about each brand. After about ten minutes, the moderator

facilitated a discussion among the group about their feelings towards the brands.

6

After the discussion, the moderator and assistants passed out four cups to each participant

labeled A, B, C, and D. Cup A contained AMP, cup B contained Rockstar, cup C contained Red

Bull, and cup D contained Monster. The participants were asked to taste each drink and write

down their thoughts about the taste of each energy drink and whether or not they recognized the

brand. When the participants were done, they were asked to hand in their sheet. Lastly, the focus

group ended after all sheets were collected.

Results: While there were many different opinions, the following key findings were: GENERAL INFORMATION ROCKSTAR INFORMATION

No participants had ever tried Full Throttle Most had heard of Rockstar but never tried it

Most participants had never tried Starbucks Double Shot

2 participants associated hip-hop artists with Rockstar

Most participants did not like the taste of Monster

One participant said that Rockstar “looked plain” yet in the taste test said he/she “really liked it”

3 participants said they did not like the logo associated with Monster

One participant said Red Bull was his/her “favorite energy drink” yet ranked Rockstar over Red Bull in the taste test

4 participants associated AMP with Mountain Dew soda in a negative way

One participant said cup D (Monster) had a “disgusting taste” and “would never drink it.” Interestingly, they thought it was Rockstar

5 participants thought of mixing alcoholic drinks with Red Bull

Many participants thought that Rockstar tasted similar to Red Bull or mistaken Rockstar as Red Bull

6 participants said Red Bull is the most popular energy drink and works the best

A few participants had “very positive image” descriptions of Red Bull but “hated” the taste

Overall, the findings showed that the participants liked the taste of Rockstar, yet weren‘t

aware or familiar with the brand. On the other hand, people were very familiar with Red Bull yet

some did not like the taste or thought that Rockstar was Red Bull. Monster and AMP were not

really compared to Rockstar.

Study 2: Three One-on-One Interviews

Methods: We gathered and brainstormed a list of questions that will provide us a variety

of background information and understanding about both a user and a non-user of energy drinks.

These questions are and are not limited to word and image associations, feelings, and actions. We

then placed and modified the questions to address three main categories, which are Rockstar

drinkers, drinkers of other energy drink brands (competitive aspect), and non-drinkers (non-

involvement aspect).

We picked three acquaintances that we know would have strong opinions in each category

for the one-on-one interview process. The reason for these selected participants is that they could

offer us how and why both users and non-users make the decisions they made and adamantly stuck

to their brands and decisions regarding to energy drinks. We did not want those who viewed

themselves in the middle ground between brands.

On the nights of February 15-17, 2009 via webcam, we interviewed Sylvia, age 22, from

SUNY New Platz, Mamie, age 23, a recent graduate of Penn State, and Cheri, age 18, from SUNY

Binghamton. Each of them is a fan of Rockstar, a fan of Red Bull, and a non-user of energy drinks

respectively.

Results:

General Information

7

All participants started or have tried drinking energy drinks during their freshmen year of

college. The recurring reason why they started drinking this beverage was because they needed to

stay up for the night to do activities such as studying, writing a paper, finishing a project, and

partying. Their reactions to others drinking energy drinks are related to their personal reasons to

why they drink as well, which were lack of sleep for the day, need for energy, and simply pleasure

for the taste. All participants drink coffee with a passion, and they choose coffee above all

beverages.

Comparisons of Rockstar and Red Bull Users Both Rockstar and Red Bull users started drinking their respective brands due to word of

mouth from friends. Both reacted upon brand loyalty when asked about their reactions and

recommendations to others like they would definitely promote their favorites out there. The two

important aspects that differentiate energy drinks for the two who drink them are the ability to help

the drinker stay awake and taste. From the Rockstar drinker in regards to why Rockstar and not

other brands, ―because IT ACTUALLY WORKS. I was able to stay up for over 12 hrs I think it

was.‖ From the Red Bull drinker, ―in regards to other brands, it was taste. I've tried them, because

I'm the type that is simply willing to try it before I knock it. They weren't up to par, so Red Bull is

what stuck with me.‖

Media Outlets and Associations With media vehicles, the Rockstar aficionado did not remember any of the product

advertisements, while the Red Bull one remembered specifically certain Red Bull slogans and

favorite commercials, which show how effective their media coverage is. The words or images on

Red Bull are related directly to their logo and commercials. However even without major

advertisements, the words or images that the brand Rockstar portrays to all three participants were

compatible to the product image and target group such as ―keeps me up,‖ ―party like a rock star,‖

rock star, guitar, yellow, star, rock, music, chaos, mess, trouble, coolness, punk, and fame.

Study 3: Observations

Methods: For one observation study, we selected McClanahan‘s at College Ave as our

base for observing students purchasing any energy drinks due to its convenient location and

popularity to the Penn State students. On Sunday, March 1, 2009, we stayed at the drinks aisle for

5 hours; each of us took 1-hr shift. During those hours, we observed who bought energy drinks

and what brands were bought.

We did another type of observation where we searched arbitrarily for images related to

Rockstar energy drinks from the photo sharing website like Flickr, where consumers post pictures

for the public to display and use. We aimed to find photos that were not tampered and showed

how current consumers interact with Rockstar in its natural setting.

Results: From the first observation study, we tallied a total of 9 students purchasing energy

drinks during the hours from 12:00pm till 5:00pm in McClanahan‘s. The majority of the students

were males [total: 7]. Out of these males, 4 purchased Red Bull, 2 purchased Rockstar, and1

purchased Monster. Of the two females, the brands they purchased were Red Bull. We noticed

that all the consumers purchased a single can.

For the photo observation, we believed that majority of the photos from Flickr, under the

search ―Rockstar energy drinks‖ were posted up by male consumers. The next page consists of

three pictures illustrating the images portrayed or related to Rockstar such as parties, concerts

sponsored by Rockstar, guitarists, Rockstar models, and other masculine wild entertainments.

Image 1 depicts the concert that was sponsored by Rockstar in 2008. Image 2 consists of the

Rockstar promotion models in 2007. Image 3 gives us a more realistic photo of a Rockstar

8

purchaser due to the fact that he took the picture after he cleaned his desk with no intentions of

promotion Rockstar energy drinks. From the picture, we believed that he is a male due to the

advanced gaming technologies and devices on the desk.

(Photo Taken by: Corey Bayless (Photo Taken by: jhuffmanPhotography Rockstar Energy Drink Mayhem Festival 2008) Rockstar Energy Drink Models at the 2007 US OPEN of

SUPERCROSS in Las Vegas Nevada) (Photo Taken by: iammunroe. Look, my desk is clean and organized, again. :s)

Research Conclusions: STARin‘ discoveries

Based on the research results, Rockstar‘s main competitor is Red Bull because users

think the taste is similar and have the same energy effect. Red Bull also has a strong association

with vodka drinks, which are served as specials at many bars. It is clear that Red Bull has done a

much better job at marketing and promotion of their brand, especially among the relative target

audience gaining both the attention of males and females. Rockstar, on the other hand, attracts

mostly to males due to its masculine brand image and implied name. Since it is clear from the taste

test that people enjoy the taste of Rockstar as much as Red Bull (if not more), it can be assumed

that with a better marketing plan and a targeted advertising and promotional campaign, Rockstar

can be a stronger competitor against Red Bull.

9

Target Demographic Analysis: A sneak peek of the audience

The target audience of Rockstar is specifically males between the ages of 18 to 24.

Typically, this age group of 18 to 24-year-olds is either thinking about college, in college, or just

recently graduated from college with or without a career. Thus, it is at this time in the consumer‘s

life that dramatic changes are taking place.

Changes such as with education, sports, clubs, and part-time jobs are far more demanding

in a college setting. Rockstar is targeting customers across the United States that are at this turning

point in their lives when energy is a necessary component to successfully make it through any given

day. Rockstar energy drink is the perfect solution for 18 to 24-year-olds who live fast-paced, hectic

lifestyles making it through long days and nights of classes, studying, projects, and overtime work.

The primary consumer group of Rockstar includes extreme sports enthusiasts, music lovers, and

young adults. This may be the result that Rockstar sponsored and promoted themselves through

events of extreme sports and music concert tours. This group of consumers is excited by speed,

energy, flash, and instant thrill.

Profiles: THE LOYAL, HEAVY-USER in need of an instant recharge

Evan is a 21-year-old college, majoring in Business. He works out at the gym 5 times a

week, has a part-time job at the local deli, and enjoys snowboarding and mountain biking. He is

also a member of the Outdoors Club, in which he takes part in activities such as rock climbing and

hiking. He feels as though his life is overloaded with schoolwork and a busy schedule. Evan thinks

that cutting responsibilities and commitments is not an option and uses Rockstar energy drink to

get through each day. Rockstar gives him the boost he needs to overcome his exhaustion and

insufficient energy.

THE CAUTIOUS, NON-USER in pursuit of a healthy system

Sarah is a 20 year-old-student, majoring in Education. She works out at the gym at least 3

times a week and is extremely health conscious. She is on a strict diet in which she keeps a close

watch on what she is consuming. She keeps an eye on how many total calories and carbohydrates

are in her meals. She is a committee member of Valley Magazine, which is a fashion magazine,

and a member of SOMA, which is the Student Organization for the Music and Arts. She is

constantly busy with her schoolwork and extracurricular activities. She feels that when she needs a

boost of energy, she chooses to drink coffee. She perceives Rockstar as more of a ―male drink‖

and is worried about its high sugar content and the side effects of taking in too much caffeine.

SWOT Analysis: The ins and outs of Rockstar STRENGTHS:

Rockstar has a distinct taste with a berry/fruity flavor, unlike the sour taste of other energy

drinks. Although Red Bull is considered the number one energy drinks, many participants in

our focus group got Rockstar mixed up with Red Bull and preferred the taste of Rockstar.

The promotion of Rockstar appeals to personalities with various hobbies. Their current slogan

states that the beverage provides an ―incredible energy boost for those who lead active and

exhausting lifestyles—from athletes to rock stars. PARTY LIKE A ROCKSTAR!‖

Rockstar perceives to be a strong energy drink because of their 16oz cans. The size can offer a

huge caffeine kick. One energy drink can keep you energized for half a day, while other drinks

last only 1-2 hours.

10

Rockstar is also more cost efficient for consumers because of their 16oz cans, where the

consumers get more for the same price as other energy drinks. WEAKNESSES:

Red Bull dominates the energy drinks category, possibly because it was one of the first energy

drinks. It is known for its ―quick boost‖ and is by far the most popular energy drink. Their

advertising is well-known, with an animated character getting wings after consuming the

product. The Red Bull brand clearly overshadows Rockstar.

The product‘s edgy image primarily targets males, ages 18-24. They not only fail to appeal to

women, but they target young, adult males. Men in this age group typically do not have the

expendable income to pay for the pricey energy drink.

Rockstar‘s circulation and availability is a major weakness. The product‘s circulation and

availability is limited to convenience and grocery stores. Some bars carry the beverage, but it is

not as reliable as Red Bull and Monster.

The initial sip of a Rockstar flavor can deter consumers away due to its aftertaste. From this

initial sip, consumers may neglect to drink the beverage again from the same brand or try other

flavors from the same brand.

Rockstar is perceived as ―the rappers drink,‖ with a narrow appeal, which implies the lack of

exposure from Rockstar. This may lead to problems to broadening our demographic groups. OPPORTUNITIES:

The lives of consumers are becoming busier and busier. Men and women of all ages pack their

schedules to capacity. Rockstar energy drinks can help provide a boost, so consumers can get

more accomplished.

Women have not been explicitly targeted in the energy drinks market. Many energy drinks

have edgy or sporty vibes that do not always appeal to women. It would be beneficial to

increase awareness among this demographic.

The circulation for energy drinks is limited to convenience and grocery stores. Offering

Rockstar in vending machines, fast food restaurants, and college dining halls would increase

consumption. Rockstar is under the Coca Cola brand and it would be effective to have the

beverage in fast food restaurants sponsored by Coca Cola. For example, McDonald‘s carries

coke products and having Rockstar as a fountain option would give customers a chance to try

the drink.

THREATS:

Coffee is a major competitor and the primary caffeinated drink choice in the morning. The

coffee market has created a popular atmosphere (Starbucks, Dunkin Donuts for example) and

a social behavior that is a challenge to compete with.

The distribution of brands can limited the awareness of Rockstar. For instance, some

campuses are sponsored by Pepsi Cola Company, whereas Rockstar is sponsored by Coca

Cola and would not be promoted in those campuses.

Energy drinks can be harmful, when not consumed in moderation. Energy drinks are typically

high in sugar, sodium, and calories. Due to possible health hazards, they are not

recommended for children, or pregnant women.

Reach is difficult because consumption of energy drinks causes dehydration, which is a

concern of most athletes. Poor performance may deter athletes from drinking Rockstar.

11

Strategic Recommendations: Rockstar‘s growing up

Breaking down the important parts of this situation analysis, the top three

recommendations that Rockstar should consider in the upcoming campaign are:

1. Concentrate highly on increasing awareness for their product and therefore increase

demand by using marketing communications.

2. Broaden the brand appeal to a larger audience which includes females by softening the

brand images and therefore increase consumption.

3. Emphasize the quality and attributes of the brand, which includes taste and value. For

example, Rockstar comes in a 16oz can, while Red Bull comes in an 8oz can for relatively

the same price.

These recommendations will interact continuously on each other as shown by the diagram below

with the main goal of producing a strong campaign for Rockstar.

Target females

as well as

males

Present unique

qualities and

attributes of

Rockstar against

competitors

Build

awareness

Three Strategic

Recommendations

12

PPAARRTT IIII.. IIMMCC SSTTRRAATTEEGGYY IMC Objectives:

Our marketing objectives are (1) increase female users from 7.8% to 12%, (2) increase

market share from 11.5% to 17.3% (Monster Energy‘s current market share), and (3) increase

advertising in TV commercials, on the Internet, and at ambient settings. Communication objectives

are (1) to break gender biases in product images such as redesigning or adding cans to attract

females making them less intimidating, (2) to break the image and perception that Rockstar is for a

distinctive group such as the ―rappers drinks‖ and ―hardcore rocker,‖ and (3) to portray the

perception of the alter ego for everyone where a person has dual identities, one in the daytime as a

hard worker and one at night as a fun partygoer.

IMC Budget:

According to AdSpender, the total budget that Rockstar spent on their media mix and

sponsorships as of 2008 was only $681,900 as shown from the figure below. However, their dollar

sales ending November 30, 2008 were $99.8 million. In light of these figures, for this campaign

the budget will be 10% of the dollar sales, approximately $10 million, to allow heavier promotions

in TV commercials, internet, and ambient advertisements in selected cities and towns.

Tablebase 2. ENERGY DRINKS (NONASEPTIC)

TOP BRANDS Sales ** Change

Red Bull $362.0 mil. +6.2

Monster Energy $143.0 mil. +12.7

Rockstar $99.8 mil. +4.0

AMP $35.3 mil. +25.9

DOUBLESHOT $12.5 mil. N/A

Positioning Strategy:

To young adults, both males and females, age 18-24 who lead active lifestyles day and

night, Rockstar is the brand of energy drinks that gives you the high hyped energy needed to allow

you to do everything you want in a full day of work and play. The reasons are (1) its fruity taste

leaves you asking for more and (2) the bigger can size contains more content than their

competitors. Thus, these traits of Rockstar allow an individual to be energized long enough to

engage in their double lives in the morning and at night.

13

Rockstar Campaign Timeline or Rollout Plan: Campaign

Phases

When

Where

Objectives

Strategies

Phase 1

Awareness

May - Aug

2009

- Advertise nationally

- Sponsor events in top

10 DMAs:

1. New York

2. Los Angeles

3. Chicago

4. Philadelphia

5. Dallas

6. San Francisco

7. Boston

8. Atlanta

9. Washington

10. Houston

Create

awareness for

brand and

taste

Get the

image and

message out

there

Generate

word of

mouth

Launch the

campaign by

advertising on TV

and internet

Sponsor events in

concerts and

sports such as

―Do You Have

What It Takes to

be a Rockstar‖

contest

Hold taste

sampling tests at 5

local grocery

stores

Phase 2

Accessibility

Oct - Nov

2009

- Advertise nationally

- Narrow down events in

2 DMAs:

1. 10 highest populated

campuses in the

northeast region

2. Top 5 companies with

entry-level positions

Raise brand

awareness

Personify

image and

perception

Generate

Rockstar

public access

Continue

advertising along

with the door

ambient ad on

campus and

companies

Pass out Rockstar

samples in the 2

markets

Phase 3

Action

Dec - Feb

2010

- Advertise in selected

markets

- Launch coupon

promotions in 5 selected

grocery stores nationally

- Sponsor competition in

Vail, Colorado

Encourage

usage via

incentives

Build brand

personality

and loyalty

Continue

advertising

Launch coupon

promotions

Paste ads in

northeast campus

buses [ambient]

Sponsor a

snowboarding

competition

Phase 4

Relationship

/Niche

Building

March -

April 2010

- Advertise in selected

markets

- Sponsor events in 5

selected spring break

destinations

Establish and

maintain

consumer

relationship

Create brand

loyalty

Direct marketing

to spring breakers

before and during

spring breaks

Retail

promotions:

coupons with

incentives

14

IMC Mix: A. Sales Promotion 1. Test Samplings in Grocery Stores ―Rockstar Sweet Samples‖ and on the Streets ―Rockstar Can-

Outs‖

Objectives: Sampling the various flavors of Rockstar available to the public would increase

awareness, decrease misperception of their tastes, and ultimately create experience.

Strategy: During Phase 1 of the campaign in May and July, Rockstar will have sampling

taste tests called the ―Rockstar Sweet Samples‖ at 5 local grocery stores (Wal-Mart, Safeway,

Costco, Sam‘s Club, and one local popular grocery store in the area) in each market during

the hours of 12pm until 5pm, on Thursdays to Saturdays. Representatives in charge of

these taste tests will have a table in the stores decorated with Rockstar paraphernalia. They

will ask people which flavors they prefer and then hand out sample cups. The participants

will have the choices of either Original or Sugar Free.

During the month of October, Rockstar will pass out cans randomly on the streets

to college students in 10 highly populated colleges (Pennsylvania State University, New

York University, Excelsior College, Rutgers University – New Brunswick, Temple

University, Boston University, SUNY at Buffalo, University of Pittsburgh, University of

Massachusetts Amherst, and Harvard University), will offer one free case of Rockstar to 5

companies with a high amount of entry-level employees (Enterprise Rent-A-Car,

Walgreens, Deloitte, PricewaterhouseCoopers, and Ernest & Young, LLP), and pass out

cans randomly during the sponsored snowboarding competition in Vail, Colorado. These

passing out cans will also known as the ―Rockstar Can-Outs.‖

Rational: Because the brand and flavors of Rockstar are still relatively new, sampling will

encourage both drinkers and non-drinkers of energy drinks everywhere to be exposed to

Rockstar. This will increase reach and hopefully increase purchasing frequency later.

2. 3-D Rockstar Can Stickers above Door Handles of Campuses & Companies

Objectives: The use of ambient advertising in this case is to promote awareness and

accessibility, and attract reach directly at school campuses and companies.

Strategies: In October (Phase 2), front doors of popular entrances on campuses

(Pennsylvania State University, New York University, Excelsior College, Rutgers

University – New Brunswick, Temple University, Boston University, SUNY at Buffalo,

University of Pittsburgh, University of Massachusetts Amherst, and Harvard University)

and companies (Enterprise Rent-A-Car, Walgreens, Deloitte, PricewaterhouseCoopers,

and Ernest & Young, LLP) will be placed with Rockstar can stickers with 3-D effect above

the handles. These 3-D stickers will be placed based on the features of the handles, such as

if there is one handle, there will be one sticker place above it and if there is a long

horizontal handle, there will then be stickers of all Rockstar cans along it. Thus, the idea is

to produce the effect that there are real Rockstar cans placed on top of the handles.

Additionally, the question ―Have you try this one?‖ and check boxes will be stickered

above the cans.

Rationale: The point of the 3-D effect is to entice reactions like grabbing, touching, and

pausing at the doors from the consumers, thinking that these Rockstar cans are real. These

reactions will generate consumers to remember Rockstar and purchase later.

3. Advertisements on Campus Buses

15

Objectives: The primary goal is to increase awareness among college students with

repetition of visual images. This will plant the brand of Rockstar energy drinks in

consumers‘ minds for future purchase consideration.

Strategy: Advertisements will be placed on the campus buses during December (Phase 3 of

the campaign). Depending on the regulations of the campus transportation system, these

advertisements will be placed either inside or outside the buses. Top 10 colleges located in

the northeast region with large campuses and a high student population (Pennsylvania State

University, New York University, Excelsior College, Rutgers University – New Brunswick,

Temple University, Boston University, SUNY at Buffalo, University of Pittsburgh,

University of Massachusetts Amherst, and Harvard University) will be targeted.

Rational: These bus advertisements on campuses will have a high reach by the fact that

many adults age 18 - 24 use the transportation. There will also be a high frequency due to

the fact that students will be using the buses more often to escape the cold weather.

Additionally, final examinations are held during December, which will further encourage

students to purchase Rockstar for more energy.

4. Coupons: [Buy One Get 1 Free] and [50 cents off]

Objectives: Because energy drinks are more expensive than most traditional caffeinated

beverages, a monetary incentive to buy Rockstar will help get the drink purchased by both

loyal and non-loyal potential customers within our target audience.

Strategy: The ―50 Cents Off‖ coupon will start during Phase 3 of the campaign. They will

be distributed through a coupon dispenser next to the Rockstar shelf display at grocery and

retail stores (Wal-Mart, Safeway, Costco, Sam‘s Club, and one local popular grocery store

in the area) to put the incentive directly into the hands of potential consumers while they

are directly in the forum to purchase the product. These coupons will be valid during

December 1st

until the end of January 31st

.

The ―Buy One Get One Free‖ coupon will be handed out at various events from

February 1st

to April 30th

, such as during Spring Break and other Rockstar sponsored events

during that time frame. Representatives will be hired to set up tents with promotional

materials and hand out these coupons to attendees as they enter and leave these events.

These coupons will be valid during March 1st

until the end of April 30th

.

Rational: These coupons will help motivate consumers that have not tried the Rockstar

products and will give them the opportunity to try the product at a lower cost. Rockstar has

been proven to have a great taste. Thus, with the incentives, people will have the

opportunity to try it, and then become steady purchasers.

B. Events or sponsorship: 1. ―Do You Have What It Takes to be a Rockstar‖ Contest

Objectives: The contest‘s purpose is to build awareness for Rockstar by providing an

incentive and giving away a V.I.P Backstage Pass to a Rockstar sponsored concert. These

contests would generate a lot of attention and interest to the brand and its products.

Strategy: The contests would take place within the top 10 DMAs (New York, Los

Angeles, Chicago, Philadelphia, Dallas, San Francisco, Boston, Atlanta, Washington, and

Houston) during early August. To enter you would have to submit your name, band name,

how you heard about the event, the reasons why you love Rockstar energy drinks, and a

video of your band‘s performance. After being chosen, the 10 final bands would compete

at a chosen ski resort for the prize. Interviews with the final bands would take place, having

16

them talk about the brand and how it gave them the chance to bring out their inner

rockstars.

Months before the actual events, the contest will be advertised via magazines,

internet, and TV commercials, informing possible contestants about the specific details.

There would also be promotions for the contest put on the actual Rockstar cans.

Rational: This contest would gain a lot of attention because of the giveaway passes that

would provide the motivation to be a part of this event. For those that never heard of the

Rockstar brand, this would be the perfect opportunity to introduce it to them. The contest

will encourage music-lovers to get involved and learn more about the Rockstar brand.

2. Sponsored Snowboarding Competition: Rockstar Winter Extravaganza

Objectives: The sponsored snowboarding competition‘s main goal is to saturate the market

of this sport, resulting in brand awareness, loyalty and higher sales.

Strategy: In early January, Rockstar will sponsor the competition in Colorado at the famous

Vail Resort, called Rockstar Winter Extravaganza. Vail Resort is no stranger to professional

snowboarders, making it a perfect venue to host a competition. Athletes including Jamie

Anderson and Zoe Gillings along with all other participants will wear clothing and use

snowboards that will advertise Rockstar‘s name. There will also be Rockstar representatives

handing out free Rockstar beverages, t-shirts, and other products featuring the brand. The

athlete who wins the contest will win an extended contract with Rockstar being their

sponsor. The competition will be nationally televised as an extreme sporting event on ESPN.

The exposure of the Rockstar brand throughout the competition will not only reach our

target audience at the competition but also to millions of viewers at home. Also, there will

be many photos taken throughout the event that will be featured in related magazine.

Rational: Snowboarding is an extreme sport that requires a lot of energy, which makes

Rockstar the perfect companion to the sport. By having both male and female competitors

in the event, we can further reach out to potential female consumers who are currently not

at loyal as men.

3. Spring Break Sponsorships

Objectives: Sponsorship of activities during spring break will enable Rockstar to promote

even further, to maintain relationships with consumers, and to build and establish brand

loyalty.

Strategy: Rockstar will be at 5 popular spring break destinations (Cancun, Acapulco,

Bahamas, Key West, and Jamaica) during the months of March and April. Before spring

break starts, Rockstar advertisements will announce how they will be in these 5

destinations. Rockstar advertisements and cans will be distributed heavily within these areas

during spring break. There will be posters on the stages of the day and night parties and

distribution of free cans will be at the first two night parties. Posters will also be hanging in

local food courts and restaurants, hotel resorts and transportations especially taxis. Lastly,

Rockstar will be spread via word of mouth from spring break orientation leaders, students

themselves, and DJs. As mentioned above, there will be coupons for the spring breakers to

purchase Rockstar at a lower cost.

Rational: Spring break consists of a high population of the Rockstar target audience, which

will allow Rockstar to strongly focus on this demographic and establish strong relationships

with consumers.

17

PPAARRTT IIIIII.. AADDVVEERRTTIISSIINNGG CCRREEAATTIIVVEE SSTTRRAATTEEGGYY

Advertising Objectives:

The aim with advertising is to build and increase both awareness and brand loyalty for

Rockstar among young adults age 18 – 24. The advertising will portray Rockstar as the best tasting

energy drink in the category that can offer the consumers what they need to last a full day. The

brand image in these advertisements will appeal to both males and females with busy lifestyles and

in different cliques. They will show how Rockstar fits into everyone‘s different definition of fun.

Targets:

The advertisements of this campaign are specifically aimed towards males and females

between the ages of 18 to 24. Typically, this age group is experiencing dramatic lifestyle changes

such as with education, sports, clubs, and jobs. Rockstar is targeting customers across the United

States that are at this turning point in their lives when energy is a necessary component to

successfully make it through any given day. Rockstar energy drink is the perfect solution for 18 to

24-year-olds who live fast-paced, hectic lifestyles making it through long days and nights of classes,

studying, projects, and overtime work. The primary consumer group of Rockstar includes extreme

sports enthusiasts, music lovers, and young adults. This group of consumers is excited by speed,

energy, flash, and instant thrill.

Key Benefits:

Rockstar products have two main key benefits, including its unique fruity flavor, which

sets them apart from their competitors, along with its high energy kick, which allows consumers to

stay up longer than usual.

Support:

Our research shows that both loyal and non-loyal consumers enjoy the taste of Rockstar

and loyal consumers believe that Rockstar products provide them more energy to accomplish

more activities than the other leading brands of energy drinks.

Tone:

The tone of the advertising will be exciting, fun, and highly energetic with a hip and young

look that will portray the users accomplishing multiple activities.

Slogan: Rock star Makes Life Sweeter!

18

Creative Executions:

The creative executions are one TV commercial, one print magazine ad, one internet

banner ad, and two ambient ads (bus and door).

TV Commercial (00:15sec): The commercial opens with a black and white scene. A

beautiful, twenty year old girl is walking around looking like a zombie, complaining about

being extremely tired. Cut to another girl of similar age that is perky and wide awake. The

scene becomes sunny and bright. This energetic girl is multitasking and being extremely

productive. She is doing work, while having a telephone conversation, and eating lunch all

at the same time. The exhausted girl asks, ―How are you being so productive?‖ The perky

girl responds, ―With Rockstar energy, it makes life sweeter!‖ The exhausted girl then takes

on the appearance of the perky girl and shares her glow and energy burst.

19

Print & Bus Ad: The image for our Rockstar print ad entails a checklist as the central

image. The checklist will list laundry, homework, dishes, grocery shopping, etc. Each of

these chores will be checked off, except at the final item that reads ―HAVE FUN!‖ There

will be a hand with a pen reaching to cross this final item off the list. The model‘s hands are

the only visible body part, and the other hand will have a Rockstar energy drink. The top of

the ad will include our campaign‘s slogan, Makes Life Sweeter! The print ad will include

copy at the bottom, while the bus ad will merely be the image discussed with a shorter To

Do list and no copy.

20

Internet Banner: This advertisement will increase awareness regarding our snowboarding

competition. The internet banner ad will have our slogan, ―Makes Life Sweeter‖ in the

format of curved letters. This sentence will form the shape of the mountain with an action

photo of a snowboarder. The advertisement will also explain the contest guidelines. The

date of the contest will be listed as well as the Vail Resort location, rules, and prizes.

This internet banner is

specifically for the sponsored

snowboarding competition in

January. Consumers can click on

this internet banner, which will

direct them to the Rockstar

Homepage for more information

regarding to the event.

21

Ambient Ad (3-D Door Stickers): These 3-D stickers will display the image of Rockstar

can(s) similar to the image below. Instead of the original Rockstar slogan, ―Party like a

Rockstar,‖ our new slogan will be in its place, ―Makes Life Sweeter‖

22

PPAARRTT IIVV.. MMEEDDIIAA PPLLAANN

Media Objectives, Rationales, and Strategies: 1. Target

Objectives: The majority of Rockstar consumers are males between the ages of 18- 24.

The target audience goal is to increase brand awareness among women from 7.8% to 12%

by highlighting the new aspect of the energy drink, while also holding onto the male users.

This ―Makes Life Sweeter‖ campaign will maintain brand loyalty among the current

Rockstar users and create new relationships with non-users, focusing on the fruity taste that

distinguishes the brand.

Strategies: Previously, Rockstar only advertised on TV during the months of May, July, and

October. The new campaign will have TV advertisements running throughout all four

phases of the media plan. We will also rely heavily on placing our ads on the Internet.

Rockstar will also sponsor winter sporting events during the months of December to

February and during March and April for spring breaks to further build awareness for the

brand. Free cans of Rockstar, t-shirts, and other promotional products will be handed out

during these events.

Rationale: These events and advertisements will allow us to successfully reach our target

audience and gain their attention. We are focusing on the areas that our target market will

most likely be or will be interested in coming to. By having both males and females attend

our events, we can reach out to potential female consumers who are not as loyal as men.

For those that never heard of the brand, these events and advertisements would open their

eyes to the unique taste of Rockstar and hopefully engage them into future purchasing.

2. Reach and Frequency Objectives: Achieve between 50-65% reach through traditional advertising during key flight

months with an average frequency between 2 and 3.3. While not able to be measured, we

will also achieve additional levels of reach and frequency through non-traditional mediums

including internet, event sponsorships, and ambient ads.

Strategies: Traditional media will peak during the months of May, July, October,

December, and February. Media weight in all five months will go towards commercials on

Network Sports TV and Late Fringe Cable, followed by Network Primetime, Network Late

Night, and Primetime Cable, as well as General Interest Magazines. The non-traditional

media will take place during these months, as well as throughout the year.

Rationale: Considering our budget of $10 million, this schedule fits best to achieve the

reach and frequency goals that we feel are necessary to kick off a national campaign, which

Rockstar has not done in the past. Months National: Reach/Frequency Spot: Reach/Frequency

May 65.0 / 3.3

July 65.0 / 3.0

October 60.0 / 3.0

December 50.0 / 2.0 65.0 / 3.3

February 50.0 / 2.0 65.0 / 3.3

23

3. Geography and Budget Objectives: Rockstar‘s $10 million budget is focused on funding national and spot

advertisements and sponsorships in the top 10 DMAs. Five popular grocery retail stores

are targeted for the sampling taste tastes and coupon distributions. Ten highest populated

campuses in the northeast region and five companies with high entry-level positions are

targeted for free Rockstar can distribution event, ambient bus ads, and ambient door ads.

Vail, Colorado is the setting for the snowboarding competition in January. Five popular

spring break destinations are targeted for the spring break promotions. Market Name Rank %US (30.57%)

New York, NY 1 7.35

Los Angeles, CA 2 5.32

Chicago, IL 3 3.27

Philadelphia, PA 4 2.87

San Francisco et al, CA 5 2.41

Boston, MA 6 2.32

Washington, DC 7 1.94

Dallas-Ft. Worth, TX 8 1.92

Atlanta, GA 10 1.59

Houston, TX 11 1.58

DMAs Category Market Name Rank

Grocery Retail Stores: Wal-Mart 1 Safeway 2 Costco 3 Sam’s Club 4 A local independent store 5 Campuses in the U.S. Northeast Region: Pennsylvania State University 1 New York University 2 Excelsior College 3 Rutgers University-New Brunswick 4 Temple University 5 Boston University 6 SUNY at Buffalo 7 University of Pittsburgh 8 University of Massachusetts Amherst 9 Harvard University 10 Companies with entry-level positions: Enterprise Rent-A-Car 1 Walgreens 2 Deloitte 3 PricewaterhouseCoopers 4 Earnest & Yong, LLP 5 Snowboarding Competition: Vail, Colorado 99 Spring Break Destinations: Cancun 1 Acapulco 2 Bahamas 3 Key West 4 Jamaica 5

Strategy: The research analysis of all the markets was conducted based on these criteria:

1. Total male and female users between the ages of 18-24 in each market

2. Energy drink category sales by market

3. Rockstar energy drink sales by market

24

The $10 million budget is allocated as follows:

$9 million in mass media (Net & Cable TV, Internet, Magazine, and Ambient buys)

$1 million for sponsorships and promotions (samplings, contest, competition,

coupons, and spring breaks)

Rationale: The $10 million budget is 10% of Rockstar‘s dollar sales ending November 30,

2008, which was $99.8 million. Ten percent is a decent amount off the dollar sales and

enough to run a successful campaign for the upcoming year to advertise nationally with a

media mix and increase awareness by utilizing: TV commercials, internet, ambient,

advertisements, and sponsorships in selected cities and towns.

The various markets chosen for this campaign are researched to be high in

population and high in popularity. The top 10 DMAs constitute 30.57% of the population.

The universities/colleges and companies are all highly populated of the target audience age

18 - 24. The grocery retail stores and spring break destinations are all highly popular to the

target audience as well. Overall, the various markets are best suited in our goal to attract the

targeted Rockstar drinkers.

4. Media Schedule and Timing Objectives: The Rockstar campaign kick-offs on May 1

st

2009. The media will consists of

internet, TV, magazines, and ambient/outdoor. Internet, TV, and magazines will be

following a flighting schedule, while ambient/outdoor ads will be following a pulsing

schedule in October and December. In months of May and July, sampling taste tests

known as ―Rockstar Sweet Samples‖ will be launched. On the first week of August, ―Do

You Have What It Takes to be a Rockstar‖ contests will take place. In October, passing

out free cans known as ―Rockstar Can-Outs‖ will begin. On the first week of January, the

Sponsored Snowboarding Competition will take place. Coupon promotions will run

December 1st

for one when the campaign is aim to encourage purchases during final

examinations and March 1st

for another one during spring breaks.

Strategies: There will be heavy emphasis in the beginning of the campaign with 214.5 GRPs

in May and 195 GRPs in July to generate awareness and interest for the brand. The

months of October, December, and February will then experience a decrease in GRPs at

25

an average of 127. Media buys will concentrate during primetime and late night hours

throughout the campaign.

Rationale: Based on the budget, a flighting and pulsing schedule is the best fit for the

campaign. This media schedule allows Rockstar to concentrate and promote deeply on

certain months of the year without being overly repetitive and boring to the audience if it

were to follow a continuous media schedule over the year. Advertising during primetime

and late night hours for TV will attract new users to drink Rockstar to gain more energy to

stay up later for whatever reasons in the future.

Media Selections: Traditional Media

Net TV: The summary cost for this media category was $5,326,270. We chose Net TV

because it was the most cost-effective media to gain the necessary coverage for our product.

Our target audience of young adults aged 18-24 spend a good amount of their time

watching the television so we decided to allocate the majority of our funds to this medium

despite its expensive price. Our commercials will air during the primetime hours of

popular shows such as House, Heroes, One Tree Hill, etc. They will also air during the

latenight hours such as Jay Leno, Friends, Chelsea Lately, and Late Night with Conan

O‘Brien.

Net Cable: The summary cost for this media category was $2,781,023. Our data from

Adspender shows that this is also another popular medium among our target audience. It

allowed us to achieve the widest coverage and highest reach compared to any of our other

media choices. We will air our commercials on ESPN and MTV (especially during the

months before the start of spring break).

Magazine: The summary cost for this media category was $417,975. We decided to

purchase this medium because it would allow us to reach out to a variety of different

people while catering to their specific interests. We will be placing our print ads in extreme

sports magazines as well as general interest magazines. Snowboarder, Racer X Illustrated,

and BMX Plus! are some of the sports magazines that we will be using to promote our

product as well future events and contests.

Non-Traditional Media

Internet: The summary cost for this media category was $437,500. We will be focusing on

targeted sites that our target audience would most likely or frequently visit. Sports sites,

search engine sites, blogs such as Facebook will have our ads placed within them. Blogs

are a very popular trend among our target audience which makes it a valuable medium in

our campaign. According to Facebook.com, there are more than 200 million active users

with more than 100 million of them logging on to Facebook at least once each day. More

than 3.5 billion minutes are spent on blogs each day worldwide.

Ambient Ad: The remainder of our budget which is $37,232 will be spent on our ambient

ads which consist of campus bus ads and promotional door stickers. The campus bus ads

will be placed during the month of December which is when the majority of college

students are more likely to ride the bus to escape the colder weather. The 3-D door

stickers will be placed on top of door handles in different college campuses as well as

companies that are listed on our IMC Mix. We chose the ambient ad medium because of

its ability to spark interest and curiosity among those exposed to it.

26

Campaign Flowchart:

27

PPAARRTT VV.. CCAAMMPPAAIIGGNN AASSSSEESSSSMMEENNTT

Measure Sales Growth:

Objective: To discover if the Rockstar campaign efforts resulted in our increased market

share goal of 17.3%.

Strategy/Rationale: We will compare previous sales data with the new, post-campaign data

to determine if the campaign was successful in propelling sales. This will produce hard

data to the client to show campaign results.

Time Frame: After the year-long campaign ends in February, sales will be tracked over the

next year to see the results.

Conduct Post-Campaign Research

Objective: To determine whether awareness of the brand has increased and a positive

brand image has been successfully portrayed through the campaign efforts.

Strategy/Rationale: Focus groups and surveys will be conducted to determine if the above

objectives have been reached. Such questions will be asked to participants: Are you aware

of Rockstar‘s ad campaign? Which advertisement medium of the brand stood out to you

the most? Have you tried Rockstar drinks? What stands out about the Rockstar brand

and/or flavor? What is your perception of the brand/what is the brand‘s image?

Time Frame: This will take place throughout the months following the campaign.

28

PPAARRTT VVII.. RREEFFEERREENNCCEESS

Duckworth, B., & Carpenter, J.(2009). Experience: Extraordinary Careers Start Here. Top 25 Companies Hiring for Entry Level Jobs. Retrieved February 10, 2009, from Experience,

Inc. Web site: http://articles.experience.com/2009/02/top-25-companies-hiring-for-entry-

level.html.

Energy Drink Ratings. Rockstar Energy Drink Review. Retrieved February 20, 2009. Web site:

http://energy-drink-ratings.blogspot.com/2006/05/rock-star-energy-drink-review.html.

Gates, K. (2008). Power Surge. Consumer spending remains sluggish, but energy drinks still pack a punch. 25. Retrieved from Supermarket News.

Lee, S. Y. (2007). Want a jolt with that? More beverages using caffeine to satisfy consumer

demand. 3, C10. Retrieved from The Boston Globe.

Brown University Health Education. (2008). Caffeine and Energy Boosting Drugs: Energy Drinks.

Retrieved February 8, 2009. Web site:

http://www.brown.edu/Student_Services/Health_Services/Health_Education/atod/energydr

inks.htm.

Colleges in the Northeast. (2003). What are the Largest Colleges in the Northeast U.S.? Retrieved

March 3, 2009, from Educational Portal. Web site: http://education-

portal.com/colleges_in_the_northeast.html.

FactExpert. (2005). Find information about pretty much everything at FactExpert. Retrieved

February 3, 2009, from FactExpert. Web site: http://energydrinks.factexpert.com/889-

energy-drink-history.php.

Food Marketing Institute. (2008). Top U.S. Supermarket & Grocery Chains (By 2007 Grocery Sales). Retrieved February 10, 2009, from Directory of Supermarket, Grocery &

Convenience Store Chains 2008. Web site:

http://www.fmi.org/docs/facts_figs/top_retailers.pdf.

News & Information. (1996). Rockstar Inc. Announces Distribution Agreement With Coca-Cola North America. Retrieved February 10, 2009, from PR Newswire. Web site:

http://sev.prnewswire.com/food-beverages/20050429/CLTH04328042005-1.html

Rockstar Energy Drink Homepage. (2007). Retrieved February 3, 2009.

http://www.rockstar69.com/

29

PPAARRTT VVIIII.. AAPPPPEENNDDIICCEESS

Table 1. Ostrow Model: Rockstar Energy Drinks

Marketing Factors That Affect Frequency Established brands -0.2 -0.1 +0.1 +0.2 New brands High market share -0.2 -0.1 +0.1 +0.2 Low market share Dominant brand in mkt. -0.2 -0.1 +0.1 +0.2 Smaller, less known brand High brand loyalty -0.2 -0.1 +0.1 +0.2 Low brand loyalty Long purchase cycle -0.2 -0.1 +0.1 +0.2 Short purchase cycle, high volume Product used occasionally -0.2 -0.1 +0.1 +0.2 Product used daily +0.1 +0.2 Need to beat competition +0.1 +0.2 Older consumers / children

Result: +0.2

Copy Factors That Affect Frequency Simple copy -0.2 -0.1 +0.1 +0.2 Complex copy More unique copy -0.2 -0.1 +0.1 +0.2 Less unique copy Continuing campaign -0.2 -0.1 +0.1 +0.2 New copy campaign Product sell copy -0.2 -0.1 +0.1 +0.2 Image copy Single kind of message -0.2 -0.1 +0.1 +0.2 Multiple kinds of messages Larger ad units -0.2 -0.1 +0.1 +0.2 Smaller ad units To avoid wearout: Older messages -0.2 -0.1 New messages

Result: -0.2 Media Factors That Affect Frequency Lower ad clutter -0.2 -0.1 +0.1 +0.2 Higher ad clutter Compatible editorial env. -0.2 -0.1 +0.1 +0.2 Non-compatible environment High media attentiveness -0.2 -0.1 +0.1 +0.2 Low media attentiveness Continuity scheduling -0.2 -0.1 +0.1 +0.2 Pulsing / flighting Limited media mix -0.2 -0.1 +0.1 +0.2 Many media in mix Opportunities for repetition -0.2 -0.1 +0.1 +0.2 Fewer opportunities

Result: +0.3

Summing Results: 0.3 + 3.0 = 3.3 _____________________ Adapted from: Joseph W. Ostrow, ―Setting Frequency Levels,‖ Effective Frequency (New York: Advertising Research

Foundation, 1982).

30

Table 2. Market List

Table 3. Year at a Glance

31

Table 4. Goals Summary

32

Table 5. Monthly Details

33

34

Table 6. [Simmons] Quintile Energy Drinks

35

36