Beverage Marketing Efforts

Beverage marketing is a broad term that can encompass a company's efforts to communicate key brand attributes to target consumers, defines a promotional strategy to engage consumers, provides incentive programs for distributors or retailers, and manages joint co-operative marketing campaigns with complementary brands. The process starts with stating clear objectives, developing strategies that will guide the overall effort, and the implementation of tactics programs. A solid beverage marketing plan will address two key functional areas—consumer marketing and channel marketing. Consumer Marketing Activities undertaken by the company to reach the end consumer accurately describes the role of consumer beverage marketing. This can include sampling campaigns, public relations efforts, radio or television campaigns, print ads, internet activation, and co-op marketing efforts. Consumer marketing strategies and tactics are the 'sexy' part of brand management, and many entrepreneurs and small companies are eager to allocate funds in this area. New brand owners will often find themselves inundated with offers and opportunities from vendors looking for promotional dollars. A brand owner must be able to evaluate these opportunities and determine how to best investment its marketing dollars. Channel Marketing Beverage marketing to the retail trade, as opposed to the end consumer, is the essence of channel marketing. This is an often overlooked or under-prioritized part of a company's beverage marketing strategy. Channel marketing is important as it can strengthen a brand's relationship with key retail partners. An effective channel marketing campaign can ensure that a brand enjoys incremental merchandising activity and in-store awareness, reaching consumers where it matters most, when they are in a position to purchase the beverage.

Energy Drink Brand Strategy

Energy drink brand strategy is oriented towards the 21st Century. The media for this product includes Facebook, Twitter, and other social networking websites. Android and iPhone applications are also important new media routes to effective marketing. New media and social network advertising are not the Coke and Pepsi signs in the rural south from the 1800s, or merely advertised on boring Sunday afternoon television. People between the ages of 18 and 30 buy energy drinks. Twitter is a social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the profile page of an author and delivered to some subscribers or followers. Senders can restrict delivery to those in their circle of friends or, by default, allow open access. The Android Market is an online software store developed by Google for Android devices. On some Android devices the application is pre-installed and the application allows users to browse and download applications published by third-party developers. Android is a software stack for mobile devices that includes an operating system, middleware and key applications that use a modified version of the Linux kernel. Originally developed by Android Inc., Google purchased the firm, and now it is a part of the Open Handset Alliance. It therefore allows developers to write managed code in Java, controlling the device via Google-developed Java libraries. The App Store is a service for the iPhone, iPod Touch and iPad created by Apple Inc. that allows users to browse and download applications found at the iTunes Store and were developed with the iPhone SDK and published through Apple. Some applications are available to download free while others cost money.