BUSINESS COMMUNICATION

PROCESS DESIGN STAGES

BRAND POSITIONING
CONTENTS

1. GENERAL FEATURES
2. BRAND POSITIONING
3. PUBLICITARY ESTRATEGY
4. RESEARCH DATA
5. OBJECTIVES
6. STRATEGIC LINES
7. ACTION PLAN
8. REVIEW AND ASSESSMENT
GENERAL FEATURES
BACKGROUND
MISSION – VISION - VALUES
 PHILOSOPHY OF THE BRAND

 MISSION
Phusion Proyects is a company that delivers innovative
products that our customers want while delivering flawless
execution and speed in the market with world-class margins
to our business partners.
 VISION
To be the most important marketer and supplier of energy
drinks for Europe, Asia and other parts of the world in the
years to come.

 VALUES
Innovation, social responsibility, passion.
 BRAND POSITIONING
• POSITIONING PRODUCT
• PRODUCT STRUCTURE

 Four Loko differentiates the brand with the

slogans "look for the camouflage can" and "Live
the Loko life" in addition to its different colors
and flavors.

 The sweet taste of this fruity malt liqueur hides

12% alcohol in the drink and makes it appear
more harmless than it is.

 Its launch price in Peru is 9.90 soles in the Tambo

stores.
PRODUCT STRUCTURE

The color of the drink depends on the flavor,

the four loko watermelon is red, the blue
rapsberry is greenish blue, the four loko
grape is purple.

It is an energy drink (liquid)

Four loko contains Premium malt, artificial

flavor, guarana, taurine, caffeine and alcohol

The drink can have 6%, 7%, 8% , 12% or

14% alcohol
 PUBLICITARY ESTRATEGY
• MARKET NATURE
• TARGET

 Current target market

Young people between 18-34 years
Young people who have an active nightlife

 Desired target market , expand to:

Women 18-24 years of age leading an active and busy
lifestyle
Students, workers and athletes (men and women) who have
a stressful lifestyle and need extra energy to complete their
daily routine.
 RESEARCH DATA
• MARKET SHARE OF THE BRAND WITHIN THE CATEGORY

¿What is the participation of the other brands that make up the category?

WASKKA
8%
4 LOKOS PISCANO
5% 60%

OTROS
SMIRNOFF ICE
5%
20%
 OBJECTIVES
• SURVEY

50 % 20% 20% 5%
CHOOSE THE DRINK FOR CHOOSE THE DRINK CHOOSE THE DRINK CHOOSE THE DRINK
THE SUPPORT OF THE FOR THE TASTE FOR THE PRICE TAG FOR THE AMOUNT OF
BRAND IT REPRESENTS ALCOHOL IT CONTAINS

Surveys carried out a group of 100 people

STRATEGIC LINES
• COPY STRATEGY

 Through this campaign strategy, a new four

lokos product, Four lokos Ice, will be
launched, characterized by its soft and acid
apple flavor and moving away from its
classic sweet flavors that characterize this
brand, under the message:

• Four lokos Ice - Live the freshness

 ACTION PLAN
• COMMUNICATION AND SPECIFY
• IMPLEMENT AND COMMERCIALIZE

Outdoor advertising

Social networks / Web

Supermarkets

REFERENCE ADVERTISING
REVIEW AND ASSESSMENT
• CONCLUSIONS

单元一名称

It will continue to work with musical events , as the brand

1 already did.

The brand is positioning itself increasing sales by

2
10% with the target.

Social networks generated interest in the brand

3

It is proposed to present new flavors reinforce the target

4
Thanks
Cecilia Carrión Ramos