Marketing Plan Hasan Ali, Mir
Kwaku Senyo
PRIME HYDRATION Ankith Nambiar
Gracious Givar
Prof. Ciaran Ryan Roysten Castelino
4th April, 2024
MKTG716-
002
TARGET MARKET
ANALYSIS
Primary Secondary
Audience: Audience:
Professional Athletes Fitness
and individuals with enthusiasts,
active lifestyles. Regular gym-
goers
Demographic
Profile
Age - 15 to 30 years
Income - Higher middle class
Psychographic
Profile
Personality - Health conscious
Lifestyl
Fitness
e enthusiasts, gym goers, athletes,
individuals with exhausting schedules
A Day in the life of an Ideal PRIME
consumer
6:00 AM: The alarm blares, and our PRIME enthusiast springs out of
bed, eager to start the day. First things first, a tall glass of chilled Prime
on the bedside table is gulped down to kickstart the morning.
7:00 AM: Time for a workout! Our consumer hits the gym with a bottle of
PRIME in hand, knowing that the electrolytes will keep them hydrated
and energized throughout their sweat session.
9:00 AM: Off to work, but not before grabbing a PRIME from the fridge to
sip on during the commute. It's not just a beverage; it's a companion for
the journey ahead.
3:00 PM: Afternoon slump? Not for our PRIME lover. A quick trip to
the office fridge for a midday pick-me-up is all they need to power
through the rest of the workday.
6:00 PM: Work's done, and it's time to hit the basketball court with
friends. A cooler filled with ice-cold PRIME awaits on the sidelines,
ensuring everyone stays hydrated and ready to play their best.
10:00 PM: Back home, winding down for the night. But not before a
final sip of PRIME from a bedside mini-fridge, ensuring they wake up
refreshed and ready to do it all again tomorrow.
Positioning
map High
Body
Armour
Gatorade
High
Low
X Axis: Prime
Calories Juvee
Y Axis: Biosteel
Number of Flavours
Low
Positioning
Statement
To athletes and fitness enthusiasts Prime is a hydration drink brand that
provides a quick, on-the-go low-calorie boost of energy in various tasty
flavours and stylish packaging.
Brand
Tagline
Energy, just the way you like it!
Product life
cycle
Prime is currently in the growth stage of the product life cycle since the
sales are rising and haven’t reached its peak.
Prime
PRICE
PRIME
HYDRATION
STRATEGY
GATORADE BIOSTEEL JUVEE
PRODUCT
CAD 29.99/ 12PK CAD 29.99/ 12PK CAD 39.99/ 12PK
HYDRATION
CAD 4.23 per liter CAD 4.23 per liter CAD 5.65 per liter
CAD 29.99/ 12PK CAD 24.99/ 12PK CAD 37.99/12PK
ENERGY
CAD 8.92 per liter
CAD 7.08 per liter CAD 5.86 per liter
HYDRATION CAD 13.99/ 6PK CAD 20/ 30PK CAD 39.99/ 24PK CAD 37/ 30PK
STICK
CAD 2.33 per PK CAD 0.67 per PK CAD 1.67 per PK CAD 1.23 per PK
● PRIME hydration offers competitive pricing within its hydration segment, making it an attractive choice for consumers
● PRIME could adopt a penetration pricing strategy based on its competitive pricing, setting Hydration and Energy drink prices
slightly lower than GATORADE and BIOSTEEL, while ensuring maintained quality and value perception.
● Penetration Pricing because it allows a brand to quickly capture market share by offering competitive prices.
PRODUCT
STRATEGY
Recommandation Rationale For Selection
1. Introduction of Variety Packs Introduce variety packs containing a
selection of flavours to cater to the
differences in consumer preferences.
2. Upgrade Packaging Invest in innovative packaging to make
products more eye-catching improving shelf
visibility, driving sales and brand
recognition.
3. Personalized Hydration Develop customizable hydration options,
allowing customers to tailor their drink
based on flavour preference, nutrition
needs, this will help increase brand loyalty
and customer satisfaction.
PLACE
STRATEGY
Recommandation Rationale For Selection
1. International Retail Partnerships Promote partnerships with proven retail
chains and supermarkets in international
markets like India to mitigate 3rd Party
selling practices.
2. Expand on E-commerce efforts Expand on the e-com website’s reach to
maximise benefits from selling DTC like
control over brand experience and
maintaining consistency.
3. Targeted Audience Reach Partner with gyms, fitness centers, and
health clubs. By strategically displaying the
product PRIME can effectively engage with
target market and drive brand awareness.
PROMOTION
STRATEGY
IMC Tools Rationale For Selection
1. Social Media Marketing Given the brands popularity among
younger consumers, platforms like
Instagram, TikTok and youtube should be
targeted.
2. Public Relation Considering that PRIME is in the growth
stage, strategic PR efforts to enhance
brand loyalty and awareness should be
implemented.
3. Sales Promotion Introduce offers like bundle deals to
compete with gatorade and biosteel
more effectively.
ADVERTISING
OBJECTIVES
Target Gen Z Eye-Catchy Packaging Share Brand Values
Market product which provides energy, focus and fun
MAIN
MESSAGE
“bold, thirst-quenching flavors to help you refresh, replenish and refuel,”
MEDIA
PLAN
Social Media Celebrity Podcast
Endorsement
Video Link: Animoto video - Animoto
SUMMARY
● PRIME offers competitive pricing, implementing a Price
Penetration Strategy will help capture market share.
● PRIME is in the Growth Stage, offering attractive offers like
variety packs and customized hydration will increase sales.
● Our Attractive Positioning statement and fun Tagline
differentiates us from the competitors.
● Our Ad creative will help target Gen Z and Fitness Enthusiasts
increasing brand visibility and awareness.
BIBLIOGRAP
HY
● Amin, Z. (2023, September 23). Prime Hydration’s 12 marketing strategies that
made it a global sensation. Squeeze Growth.
[Link]
● Prime by Logan Paul X ksi. PRIME. (n.d.).
[Link]
● Tracxn. (2024, March 26). Prime Hydration - Competitors. Retrieved from
[Link]
T2zqj8kHAvb18eBE/competitors
● Gatorade. (n.d.). Home. Retrieved from [Link]
● BioSteel Sports Nutrition Inc. (n.d.). Home. Retrieved from [Link]
● JUVEE. (n.d.). Home. Retrieved from [Link]
BIBLIOGRAP
HY
● BODYARMOR Sports Drink, Superior Hydration. Retrieved from: h
ttps://[Link]/sports-drink/