Promotional Campaign Olympenergy the energy drink Research Proposal

Promotional Campaign Olympenergy the energy drink - Research Proposal Example The health and energy drinks sector is the most promising, profitable and growing segment in the UK (Reuters, 2008). Accordingly Unilever plans to launch its new energy drink during the London 2012 Olympics which would give the brand a good start. This product will be labeled Olympenergy and would be an energy drink, basically a sports drink without artificial sugar. This sport drink would also be beneficial for the older generation as it would reduce muscles and joint aches. It would help the viewers of the Olympics by providing cognitive support. The energy drinks market in the UK has very high potential. This is evident from a report which says that an energy drink with an Asian ant as its principal agent made a successful entry in the UKs stimulant drinks market (Functional Ingredients, 2002). This drink raises the energy level, fights ageing, and enhances sexual vigour apart from fortifying the different systems in the body. Moreover, the energy and sport drink market is thrivin g in the UK with 484 million litres drunk in 2008 (Williams, 2011). Energy drink producers are generally targeting the young and active consumers. The campaign for plan to leverage the maximum promotional benefits is presented below. 2. Marketing strategy The marketing strategy of consumer goods has undergone a change due to internationalization and globalization. Marketing is not just restricted to adjusting the elements of the marketing mix. Today products marketing demands services being extended to the consumers, and services have extended elements of marketing mix. The marketing campaigning would include several tasks such as taking into account the issues of standardization and adaptation. 2.1 Standardization and... Unilever markets its products in all markets including the developed and the developing countries. Standardization means that the same marketing strategy is applied in all markets without considering the local factors. Standardization means identical product lines at identical prices through identical distribution systems with identical promotional programmes. Standardization can bring about significant benefits but this can be feasible if the markets and the consumer behavior are homogenous. Markets are supposed to be homogenized because of advanced technology in communication and information systems but heterogeneous cultures, political systems and economic conditions across borders makes this task difficult. Standardization is a product-oriented approach and not a customer-oriented approach to marketing. Product focus can blind the company to the consumer needs and wants. Standardization ignores the customer needs and the focus is on reducing the product variables. Cultural differ ences and competitor strategy are also important factors in devising the marketing strategy of such products. Thus, local adaptation becomes essential in devising the market plans.