Whitespace Opportunity for Super Brands in the Energy Drink Space

Learning Objective:

• (Manveer Mann will create)

Guiding Questions:

• What is the Super Brand/Kitu Life’s business model?
• What products and services do they offer their customers? What value can they provide their customers?
• How would you define the Super Brand/Kitu Life brand? What about the brand differentiates it from its competitors?
• What are the key and relevant demographic, psychographic, geographic and behavioral factors that can help the Super Brand/Kitu Life understand its ideal customer profile(s) in the 22-30 year old demographic space?
• What are the key and relevant demographic, psychographic, geographic and behavioral factors that can help the Super Brand/Kitu Life understand its ideal customer profile(s) in the non-fitness, non-gamer space. I.e., ‘every day’ worker space.
• How is Super Brand/Kitu Life looking to influence brand perception as the result of this project?

Learning Objective:

• (Manveer Mann will create)

Guiding Questions: 

• Who are Super Brands/Kitu Life’s key competitors in the energy drink space?
• How might you analyze key competitor’s in the market and in relation to the Super Brands/Kitu Life? On what criteria will you draw comparisons?
• What energy drink products are trending (sizes, flavors, vessels, packaging)?
• Where is the white space in the energy drink market?  What research supports your conclusions?
• What recommendations do you have for Super Brands/Kitu Life to differentiate itself from two of its top competitors in messaging and visuals?
• What opportunities and challenges are presented for Super Brands/Kitu Life as they look to expand into this area (energy drink) of the marketspace?
• Who are the key influencers in the energy drink space?
• What recommendations do you have for Super Brands/Kitu Life to select and approach influencers aligned with their target demographic? What research supports your recommendations?

Learning Objective:

• (Manveer Mann will create)

Guiding Questions:

• Who are the ideal customers for a Super Brands/Kitu Life energy drink in the target demographic (22-30 year olds in the non-fitness, non-gaming sectors)? How would you describe their background? Roles/statuses?
• What are their wants/needs, and how will Super Brands/Kitu Life energy drink meet their needs/wants?
• Where do they get their information? Where does the target market frequent online? What social media outlets/channels do they use? Who are their influencers?
• What are their purchasing behaviors?
• What benefits do they perceive about being a consumer of a Super Brands/Kitu Life energy drink?

Learning Objective: 

• (Manveer Mann will create)

Guiding Questions: 

• Who should the Company target in their campaign?
•  For each customer segment/persona you created in Milestone #3:
  1. What specific strategy/ies do you recommend for creating market share in the energy drink space?
  2. What messages or content would be most effective? How can these educate/reach consumers and emphasize the value proposition that the Super Brands/Kitu Life Energy Drink offers customers, particularly in relation to other companies in the market space?
  3. What messages and content would be likely to motivate consumers in this segment to establish a connection with Super Brands/Kitu Life Energy Drink, by purchasing the product? 
  4. What partners do you recommend forSuper Brands/Kitu Life Energy Drink for each customer persona/target audience segment? What is your rationale and supporting esearch for those recommendations?
  5. What communication channels would be most effective for each customer persona?