COBRA MEGADIGA, JO DIANARECTO, PEGGY

SANTOS, PAOLO ANGELOTABALONG, LYRA

 

- Cobra Energy Drink is the leading energy drink in the country

- Contains world-class vitamins like B-Vitamins, Taurine, Inositol, and Ginseng, and not just an energy or wake-up buzz

- Re-shaped energy drink in the Philippines, before energy drinks were packaged in medicine-like bottles

The Product

The Manufacturer

- Started in 1982, Asia Brewery Inc. (ABI) is now a major player in the country's beverage and industrial packaging industry

- Offers high quality beverages: Alcoholic & Non-alcoholic

-(Absolute & Summit (#1 Bottled Water), Cobra (#1 Energy Drink), Tanduay Ice (#1 Alcopop) and Vitamilk (#1 Soy Milk)

Cobra MEGA

- COBRA MEGA is the newest and refreshing brand that perfect for working professionals, sports enthusiasts, and athletes.

- COBRA Mega is for Optimal health and athletic performance for an active lifestyle

- TIBAY AT LAKAS Pinagsama!

SWOT Analysis

STRENGTHS WEAKNESSES

OPPORTUNITIES

THREATS

Affordable Price

Market Availability is high

Promotes nutritional value

Caffeine content is High

Unreadable text on the labels

Has a narrow target audience and attracts primarily men

Many consumers are unaware of the variety of flavors available

Expansion

Increased Advertising expenditures

Possibility to increase product offerings according to widened target audience and attract other potential customers

Red bull is still the standard for energy drinks 

Health Trends and “all-natural” jeopardize the market for energy drinks

Other alternatives for energy drinks

Cobra MEGA’s Target Market

PRIMARY SECONDARY

Blue Collar Laborers

People who value hardwork, perseverance and determination to get through life’s challenges. They are people who have a strong character, strong values and people that want to achieve something more, for themselves and for their

families.

Athletes

These are people who both physically and mentally strong. They are the ones who view victory as the end goal of their hard work and

dedication to their athleticism.

Cobra MEGA

Product Positioning and Tagline

Product Features Packaging

COBRA Mega: Lakas at

Tibay, pinagsama!

The product positioning and banks on the Filipino fighting Spirit.

4-in-1 energy drink: a zesty lime burst flavor

- immunity booster- colon health- anti-oxidant- energy enhancer

Cobra MEGA will still make use of the Cobra logo and font. The current Cobra bottle designed is composed dark colors with white and black as the dominant colors.

Cobra MEGA Pricing

Product Volume (in ml or liters)

240 ml P19, P20 (Cobra Mega)

P14

350 ml (PET) P23, P25 (Cobra Mega)

P18

Cobra MEGA Sales Promotion

PLANT WAREHOUSE DIRECT ROUTE MARKET

Proposed model for Cobra’s Direct Distribution Program

Proposed model for Cobra Indirect Distribution Program

MANUFACTURER

AGENTS/BROKERS

WHOLESALERS/DISTRIBUTORS

RETAILERS

CONSUMERS

Mix Frequency SchedulePrint 30,000 pcs. SM, Robinsons

Supermarket, Puregold

7Eleven, Ministop

Sari-sari store, Carinderias

Television 4x a day

2x a day

Primetime (ABS-CBN, GMA7, TV5)

Noon time programs (Eat! Bulaga/ASAP)

Radio 5x a day

5x a day

Primetime (MOR)

Noon/afternoon radio programs (MOR)

Digital Homepage skinning

Leaderboard ads

Spot.ph, Pep.ph

YouTube.com

Media Plan-ATL

Media Plan-ATL CostingsQ1 Q2 Q3 Q4 TOTAL

PRINTPosters

BillboardsNewspaper and

magazine advertorials

117,000.00750,000.00

400,000.00

117,000.00750,000.00

400,000.00

117,000.00750,000.00400,000.00

117,000.00750,000.00400,000.00

468,000.003,000,000.001, 600,000.00

TELEVISION

4x Evening primetime slots

(ABS-CBN, GMA, TV5)

2x Noon primetime slots (ABS-CBN, GMA,

TV5)

January-March39,600,000.00

April-June19,800,000.00

19,800,000.00 October-December39,600,000.0019,800,000.00

79, 200, 00059, 400, 000

RADIO

Daily noon and afternoon runs on

three stations

January-March87,736

April-June87,736

July-September87,736

October-December87,736 350, 944

160DIGITAL

Spot.ph

PEP.ph

YouTube.com

450,000 450,000 900,000

TOTAL 20, 857, 544.00

Media Plan-PRStrategy Cost

Awareness

January 2016

Press Release & Product Sampling:

Lakas at Tibay pinagsama sa iisang inumin, mula sa Cobra

(To be seeded to main broadsheets, select magazines and lifestyle bloggers)

Cobra MEGA 4-in-1 will be distributed to media for product sampling and review together with a seeded article bearing

the brand’s prescribed article.

PHP 70,000

Engagement

March to May 2016

Cobra MEGA 4-in-1 Mall Tour: LAKAS at TIBAY, abot kaya mo na!

Cobra MEGA will embark on a nationwide mall and supermarket tour that will comprise of an on-ground mall activation and supermarket sampling. The mall activation will include a obstacle course set-up to test their strengths

and endurance

PHP 5,000,000

Sustaining

March to May 2016

Cobra MEGA LAKAS at TIBAY ng Barangay

Cobra MEGA will visit key barangays in the country to test their LAKAS at TIBAY. An obstacle course will be set up in the barangay’s basketball courts.

(Tondo - Manila, Sto. Tomas – Pampanga, Banilad – Cebu, Bankerohan – Davao)

PHP 2,500,000

TOTAL PHP 7, 570, 000