1. Marketing Campaign Vincent Desclaux Fabian Fuchs Guillaume Gauthier ESCE 2008 Manon Mélin

2. I. Market a) Consumers b) Competitors II. Marketing Mix a) Product b) Price c) Place d) Promotion Contents

3. a) Consumers Target group: - Men and women between ages 18 and 40 - Sexually most active age group - For straight and gay people alike I. Market

4. b) Competitors There is NO sexual energy drink on the market Energy drinks: Red Bull (in France only available via Internet) Burn Dark dog

5. II. Marketing Mix a) Product Kinky Sexual energy drink: KinkyCharacteristics: Non-alcoholic and sparkling drink Revitalization of all five senses AphrodisiacIngredients: Passion fruit, guarana, ginger, B vitamin, caffeine, herbs, taurine, yerba mate and other exciting and revitalizing substancesColour: Red

6. a) ProductPackaging: - Product is sold in cans of 250 ml (8.5 oz). - Main colors black and red - Logo contains fluorescent elements ( visible in the dark). Projects : - Different sized packs - Cans with higher volume (e.g. 330 ml).Positioning: - An Alternative to other energy drinks that are stimulating (however not in a sexual way) II. Marketing Mix

7. b) Price - Sole can = 2 € - Packs of two cans = 3.50 € “Night shift” “Night shift” for couples - Packs of three cans = 5 € “Lucky you!!!” “Lucky you!!!” for couples + 1 II. Marketing Mix

8. c) PlaceSupermarkets: - Upscale supermarkets (e.g. Monoprix) Bars and nightclubs: -Drink is sold pure or as a cocktail (e.g. Nuit blanche – Vodka / Kinky) II. Marketing Mix

9. c) PlaceEvents: - Presence at major events like “Fête de la Musique”, “Gay pride” and “Techno parade” II. Marketing Mix

10. d) Promotion - Limited distribution of free samples in night clubs such as “Queen” or “Locomotive” DurexManix - co branding with condome brands like Durex or Manix - Viral internet campagne - television advertisement II. Marketing Mix

11. Thank you for your attention ! II. Marketing Mix