Marketing Plan Chris Critchley , Kelsey Spence, William Ip & Leslie Wong

1. Marketing Plan Chris Critchley, Kelsey Spence, William Ip & Leslie Wong

2. Overview • Introduction • Product Analysis • Core Competencies & Competitive Advantage • SWOT Analysis • Target Market & Branding • Marketing Objectives • Promotional Strategy • Conclusion

3. Introduction • SWIC is a revolutionary new energy product • SWIC = Mr. Freeze meets Red Bull • Premium, adult freezie!

4. SWIC Mission Statement “Our high-quality ingredients distinguish SWIC as a premium energy product. We offer customers a unique product-experience that is functional, delicious and fun. Our aim is to enhance the vitality of world!”

5. Product Analysis What’s in SWIC? 1) Naturally Delicious Real Juice Flavour ◦ 3 flavours: Very berry, Strawberry-kiwi, and Orange 2) High-Quality Ingredients! ◦ Spring water from High River, AB ◦ No artificial dyes or flavours ◦ Nut-free, gluten-free, dairy-free, egg-free, and soy-free

6. 3) Where does SWIC get its energy-enhancing qualities? ◦ Caffeine: Naturally occurring stimulant ~80mg per freezie= ~1 cup coffee ◦ Taurine: Synthetic version of a naturally-occurring amino acid ◦ B Vitamins : For healthy metabolism, central to the normal functioning of the nervous system. ◦ Vitamin C:Natural antioxidant which contributes to a healthy immune system.

7. Core Competencies • Utility Improves both mental and physical alertness! 2. Taste & Fun Finally an ice pop for adults with unbeatable flavour! 3. Convenience Hand-held, perfect for on-the-go snacking.

8. Competitive Advantage • Caffeine and Energy Competitors • Here are some key players: Starbucks Tall Brewed CoffeeCaffeine 250mg Calories 5 Red Bull Energy (250ml can)Caffeine 80 mg Calories 110 Sodium 200 mg SWIC (one freezie, 125ml) Caffeine 80 mg Calories 140 Sodium 10 mg MonsterEnergy (473ml can)Caffeine160mg Calories220 Sodium360mg Awake Chocolate(1 bar)Caffeine 110 mg Calories 230 sodium 36mg 5 HourEnergyShots (59ml) Calories 200mg Calories 4 Sodium 18mg

9. II. FrozenProducts • Almostalwayshigh in sugar and artificial colouringand flavour • North American favourite, marketedtokids • MisterFreeze-traditonal ‘oldschool’ freezie-veryinexpensive • Popsicle Brand Products-manyvarieties-fairlyinexpensive • ElectrolytePops -Chapman’s Sport Pops -Squencherselectrolytefreezies -‘recovery’ productformen

10. SWOT Analysis- Internal Factors

11. SWOT Analysis- External Factors

12. Target Market • First target market: -18-28 years -live in/near city centre -lower-mid income • Secondary target market: -28-34 years • Psychographic: -willing to try new things -not intimidated by energy products -its hip to consume SWIC • Behavioural:   -life filled with events, sports, work and study -consumer is active, and health conscious -buy SWIC for boost of energy, and cools body temperature

13. Branding • Energetic and youthful! Focus on unique functional benefit for physical activity, studying, working, driving etc.   • SWIC is hip and found ‘where the party is’.  Sold at popular events all across the country • Logo evokes the mountains and snow = West Coast of Canada • Bright coloursandsilverhelp convey the vitality of SWIC!

14. Marketing Objectives IMC Objectives: • Promote the brand high energy and high temperature. Ex. club nights, raves, sports events, gaming and comic conventions. • Promote heavily online (social media, website) Current Objectives: • To build a loyal consumer base. • To be the consumer’s first choice energy product • To be the top choice for a refreshing, and convenient frozen snack food.  

15. Future Objectives • New flavours, electrolytes • Expand sponsorship portfolio: become a main sponsor of various events where SWIC will be sold and distributed, increasing our exposure. • Increase distribution: we hope to expand to different areas of North America and the world!

16. Pricing Strategy • $3.99/SWIC • Production Cost: $1.50/SWIC = GREAT PROFIT MARGIN! • Break Even Quantity: 8,000 packs of SWIC = $32,000 revenue

17. Corporate Goals 1. Enter the market; grow customer base and distribution, and hit break even point by third quarter 2014. 2. Increase productivity and achieve scalability. 3. Maintain our position as the highest-quality energy freezie brand in the world. 4. Enter new geographical markets. 5. Attract investment in SWIC, aim for an IPO ~2017.

18. Distribution Strategy • Individual freezies (125ml) • Aim is to distributed in large and small-scale retail operations throughout Canada: 7-11, Safeway and Costco • Larger stores- 6 and 18 pack sizes • Sold individually in gas stations, convenience stores, gyms, specialty stores • Branded freezers for retail stores • Gas stations perfect for summer heat sales, energy for long drives

19. Promotional Budget 2013 $50,000 first year promotional budget: • $5000 for branded freezers strategically place in busy convenience stores • $5000 will go strictly to online advertising and web maintenance • $40,000 in-person event promo throughout the year, majority during the summer (inc. travel/ expenses) • Attend events with our promo truck, and set up promo booths. Funds used to produce/ maintain the ‘kiosks/booths’

20. Promotional Program • New on the market • Attend large and small events • Online active presence • Support sponsorship partners • Event marketing and sponsorship is a valuable promotional tool

21. Sponsorship Mock-Up: Centre of Gravity Festival

22. Promo Video http://www.youtube.com/watch?v=g9fY_nJVgVA

23. Conclusion ◦ SWIC is the most exciting product to hit the streets in years! ◦The time to get involved with SWIC is now! Stay Cool. Stay Charged.