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Marketing Communication - Case Study Example

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This work called "Marketing Communication" focuses on the SOSTAC Model in order to develop an integrated marketing communications campaign for launching a new product. The author outlines a structure for building a comprehensive marketing communications campaign plan for Golden Eagle Flux energy drink…
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Marketing Communication
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Download file to see previous pages Golden Eagle intends to become one of the world-leading companies in the marketing of energy drinks. Its energy drinks are becoming a symbol of vitality, giving people the strength to work and play. Its energy drinks have a catchphrase, “Golden Eagle takes you to the mountaintop” and this catchphrase acts as evidence to the sort of imagery GE energy drinks wish to portray. The brand Golden Eagle came to existence in 2014, with its first products launched in January 2015. GE energy drinks consist of various ingredients such as carbohydrates, caffeine, among other important vitamins that revitalize the body making it develop physical endurance, concentration, speed, and improved reaction. Golden Eagle intends to make the advertising slogan, “Golden Eagle takes you to the mountaintop” its instrument of raising awareness and popularity of the drink. The target market will include athletes, nightclubbers, late-night shifters, and students.
GE is not fully established but within a few years of existence, the company has managed to capture a considerable size of the existing market. The main economic challenge that GE is likely to have is the existing and potential competitors. Its challenge comes from 400 established brands from well-established competitors such as PepsiCo, Red Bull, and Coca-Cola Company among others. However, these companies have not taken a lot of market share because of their little innovativeness in terms of new products (Euromonitor 2015).
There is a growing demand for energy-boosting drinks making the sales of energy drinks grow (Hollis 2013, p.142; Younos and Grady 2014, p.124; Shinde and Ganjre 2014, p.175). As a result, respective governments are devising regulations for these drinks requiring them to be clinically tested. Even if some countries have banned the sale of energy drinks due to their high amounts of caffeine (Maisto et al. 2011, p.180), the current GE penetration progress is impressive. According to Rotstein et al (2013, p.11) and Maughan and Griffin (2003, p.412), energy drinks have a high concentration of caffeine. Evidence from research studies may raise governments’ concerns regarding the consumption of energy drinks. ...Download file to see next pages Read More
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