Spry Horse Essay

It is an Energy Drink. The price of one can of Spry Horse is Rs.50.

Brand Ambassador: Shahid Afridi

Industry/ Category Analysis:

We give people more choices on what to drink as there are a lot of flavors of our drink eg: Chocolate, Strawberry, Orange, Sugar free. Our industry analysis is following:

Overview:

• Spry is a nutritional energy drink that is specially formulated to supply the entire body with effective ingredients consisting of vitamins, minerals and neuro-active ingredients for the brain that all work to provide the body with the nutrition necessary to empower both the "Mind and Body" to maximize mental and physical performance. In today 's demanding lifestyles it is easy to feel mentally and physically drained, by Spry energy

In geographic segmentation we offer different schemes for the different geographical units such as states, regions and cities. Our markets are mainly divided into the rural and urban areas. Spry Horse limits itself to semi urban and urban Pakistan as that is our major consumer base. Distribution of Spry Horse is constant across regions in Pakistan. In demographic segment our main target are the teenagers and college students (15-22 years), young adults ranging from (22-35 years) and working professionals. In behavioral segmentation we are targeting the first time users and also our regular users. Our target is super markets, movie halls, bars, motor ways and

This can be done by changing the “extreme” and “grungy” perception of spry horse to generate a more positive mainstream image. Additionally spry horse low calorie and sugar free drink options should be highlighted in hope of attracting more females, many of which are part of health conscious trend.

SITUATION ANALYSIS

COMPETITORS

• Spry Horse primary competitor is Red bull North America Inc. which nearly holds half of the market share.

• Spry Horse secondary competitors are Rockstar international, followed by Amp which is owned by PepsiCo Inc.

• Rockstar has less than 10 % of the market share and Amp has 3 %.

• Rockstar and Amp’s sales have gone down in the past year. While Red bull’s has continued to increase by nearly 10 %.

CREATIVE PLAN

CREATIVE STRATEGY

Spry Horse’s message will remind consumers of versatility that their energy drinks athletes, gamers, business workers, truck drivers, etc. When used properly Spry Horse is an effective way to battle physical and mental fatigue for extended periods of time and when using it you can be and do whatever you set your mind to. CENTRAL THEME

All messages will focus on the fact that “Drink Spry Horse”. It’s all you need to be athletic, energetic, or