2. Current Brand Positioning Extreme energy Current Target Market Males New Brand Positioning Energy with the best taste New Target Market College Demographic Accurate Market Positioning

3. Red Bull Monster Rockstar Full Throttle Carbonated Beverages Coffee

4. Good News Taste Value Walk of Shame Bad News Women Why bother?

5. Problems Small market share No clear brand image/unique product benefit Masculine positioned Opportunities Appealing taste/well established flavors Extreme sports niche Approachable brand image

6. Increase top of mind awareness by 7% in target market in a ten month period Increase product benefit awareness by influencing first time product trail by 25% in a ten month period Influence consumer’s campaign interaction by submitting 1,000+ college energy stories on website

7. Reinforce AMP is an energy drink Establish that AMP is the leader in the full flavor energy drink niche Establish that AMP is the energy drink leader in the college demographic

8. Print Ads 4 print ads Television Commercials Two 30 seconds Ads

17. Magazine choices Male Females Entertainment Lovers Gamers Sport Lovers

18. Interactive Social media Promotional

19. New Positioning Energy with the best taste New Target Market College Demographic