COBRA MEGA

DIGA, JO DIANA
RECTO, PEGGY
SANTOS, PAOLO ANGELO
TABALONG, LYRA

The Product

- Cobra Energy Drink is the leading energy drink in the country

- Contains world-class vitamins like B-Vitamins, Taurine, Inositol, and
Ginseng, and not just an energy or wake-up buzz
- Re-shaped energy drink in the Philippines, before energy drinks
were packaged in medicine-like bottles

The Manufacturer

- Started in 1982, Asia Brewery Inc. (ABI) is now a major player in the
country's beverage and industrial packaging industry
- Offers high quality beverages: Alcoholic & Non-alcoholic
-(Absolute & Summit (#1 Bottled Water), Cobra (#1 Energy Drink),
Tanduay Ice (#1 Alcopop) and Vitamilk (#1 Soy Milk)

Cobra MEGA

- COBRA MEGA is the newest and refreshing brand that perfect for
working professionals, sports enthusiasts, and athletes.
- COBRA Mega is for Optimal health and athletic performance
for an active lifestyle
- TIBAY AT LAKAS Pinagsama!

SWOT Analysis
STRENGTHS

WEAKNESSE OPPORTUNIT THREATS

S
IES

Affordable
Price

Caffeine
content is High

Market
Availability is
high
Promotes
nutritional
value

Unreadable
text on the
labels
Has a narrow
target
audience and
attracts
primarily men
Many
consumers are
unaware of the
variety of
flavors
available

Expansion
Increased
Advertising
expenditures
Possibility to
increase
product
offerings
according to
widened target
audience and
attract other
potential
customers

Red bull is still

the standard
for energy
drinks

Health Trends
and allnatural
jeopardize the
market for
energy drinks
Other
alternatives
for energy
drinks

Cobra MEGAs Target Market

PRIMARY

SECONDARY

Blue Collar Laborers

Athletes

People who value hardwork, perseverance and

determination to get through lifes challenges.
They are people who have a strong character,
strong values and people that want to achieve
something more, for themselves and for their
families.

These are people who both physically and

mentally strong. They are the ones who view
victory as the end goal of their hard work and
dedication to their athleticism.

Cobra MEGA

Product
Positioning and
Tagline
COBRA Mega: Lakas at
Tibay, pinagsama!
The product positioning
and banks on the
Filipino fighting Spirit.

Product Features

Packaging

4-in-1 energy drink: a

zesty lime burst flavor

Cobra MEGA will still

make use of the Cobra
logo and font. The
current Cobra bottle
designed is composed
dark colors with white
and black as the
dominant colors.

immunity booster
colon health
anti-oxidant
energy enhancer

Cobra MEGA Pricing

Product Volume
(in ml or liters)

240 ml
350 ml (PET)

P19, P20 (Cobra

Mega)
P23, P25 (Cobra
Mega)

P14
P18

Cobra MEGA Sales Promotion

Proposed model for Cobras Direct Distribution Program

PLANT

WAREHOUSE

DIRECT ROUTE

Proposed model for Cobra Indirect Distribution

Program
MANUFACTURER

AGENTS/BROKERS

WHOLESALERS/DISTRIBUTORS

RETAILERS

CONSUMERS

MARKET

Media Plan-ATL
Mix
Print

Frequency
30,000 pcs.

Schedule
SM, Robinsons
Supermarket, Puregold
7Eleven, Ministop
Sari-sari store,

Television

4x a day
2x a day

Carinderias
Primetime (ABS-CBN,
GMA7, TV5)
Noon time programs

Radio

5x a day

(Eat! Bulaga/ASAP)
Primetime (MOR)

5x a day

Noon/afternoon radio
programs (MOR)

Digital

Homepage skinning
Leaderboard ads

Spot.ph, Pep.ph
YouTube.com

Media Plan-ATL Costings

Q1

Q2

Q3

Q4

Posters

117,000.00

117,000.00

117,000.00

117,000.00

Billboards

750,000.00

750,000.00

750,000.00

750,000.00

400,000.00

400,000.00

TOTAL

PRINT

Newspaper and 400,000.00

400,000.00

468,000.00
3,000,000.00
1, 600,000.00

magazine
advertorials
TELEVISION
4x Evening
primetime slots
(ABS-CBN, GMA, TV5)

January-March
39,600,000.00

April-June
19,800,000.00

19,800,000.00

October-December
39,600,000.00
19,800,000.00

January-March
87,736

April-June
87,736

July-September
87,736

October-December
87,736

79, 200, 000

59, 400, 000

2x Noon primetime
slots (ABS-CBN, GMA,
TV5)
RADIO
Daily noon and
afternoon runs on
three stations

350, 944
160

DIGITAL
Spot.ph

450,000

450,000

900,000

PEP.ph
YouTube.com
TOTAL

20, 857, 544.00

Media Plan-PR
Strategy
Awareness

Press Release & Product Sampling:

January 2016

Lakas at Tibay pinagsama sa iisang inumin, mula sa Cobra

Cost

PHP 70,000

(To be seeded to main broadsheets, select magazines and

lifestyle bloggers)
Cobra MEGA 4-in-1 will be distributed to media for product
sampling and review together with a seeded article bearing
the brands prescribed article.
Engagement

Cobra MEGA 4-in-1 Mall Tour: LAKAS at TIBAY, abot kaya mo

na!

March to May 2016

PHP 5,000,000
Cobra MEGA will embark on a nationwide mall and
supermarket tour that will comprise of an on-ground mall
activation and supermarket sampling. The mall activation
will include a obstacle course set-up to test their strengths
and endurance

Sustaining

Cobra MEGA LAKAS at TIBAY ng Barangay

March to May 2016 Cobra MEGA will visit key barangays in the country to test

PHP 2,500,000

their LAKAS at TIBAY. An obstacle course will be set up in

the barangays basketball courts.
(Tondo - Manila, Sto. Tomas Pampanga, Banilad Cebu,
Bankerohan Davao)

TOTAL

PHP 7, 570, 000