I. EXECUTIVE SUMMARY
Cobra Energy Drink is a brand of energy drink that is owned by Cobra International Beverage Holdings that is based in Thornhill, Canada. In 2006, Cobra Energy Drink was launched in the Philippines. Cobra Energy Drink is manufactured by InterBev Philippines, Inc., a member of the Lucio Tan Group of Companies, and is distributed by Asia Brewery Incorporated (www.asiabrewery.com).
The website of Asia Brewery states that Cobra Energy Drink aims to serve the needs of individuals who lead active and exhausting lifestyles, hence, demanding a lot out of their performance and exacting physical and/or mental strain in their bodies. Cobra Energy Drink energizes both the mind and body and ultimately the soul or wellbeing of a person.
The change of TV commercials and billboards advertisement from particularly the one featuring a buffed man with a phrase “PAG MERON KA NITO ALA TALO,” now to a catchier “DI UMAATRAS ANG MAY TUNAY NA LAKAS,” provides COBRA a greater opportunity for market growth.
The existing market is generally male-oriented. However, market research indicates that there is a great demand for potential female market. Cobra Energy Drink will work to grow these markets and develop variety of product line that can be offered to other possible markets such as women, call center agents and graveyard shifts employees.
Cobra Energy Drink will achieve fast, significant market penetration through a solid business model, long-range planning, and a strong management team that is able to execute this exciting opportunity. This is a step up marketing and re-branding to attract more females and other possible consumers to purchase its product, while also retaining its existing customer.
A new product line will be introduced such as “LADY COBRA” for active and working women. Also, an easy to understand label that consists of ingredients, health benefits and warning will be included in the product packaging. In addition, a known athlete will replace...