The document proposes a new premium energy drink brand called Berryxir targeting women. Berryxir would be made from wolfberries and offer health benefits like antioxidants while delivering energy. It outlines Berryxir's brand story, values of caring for the body inside and out, and potential markets in the US and internationally. The brand aims to stand out from competitors by being natural, tasty, and luxurious through unique packaging and an exclusive experience.

1. Luxury Brand & Design Management Executive MBA 2 2009-2010 Professor Mihailovich By Saluquia Gomes Neves Entering the market of Premium energy drink

2. Luxury brand concept “ The dream is not to own a crown. It is to be a king” Gian Luigi Longinotti Buitoni

3. Part I: Entering the market of Premium energy drink for women

4. Energy drink market size 2007 Statistics from Fact expert

5. Main competitors

6. How the current Energy drink market look like? Nearly $5 billion in 2007 Primary consumers under 35 years old Japan pionnered 35% over 35 years old Women represent a small market

7. Go Girl Product : energy drink offer 3 variety, good taste, herbal calcium and vitamin E containt, apetite suppressant, Communication :gogirl network, create buzz History awarness about breast and ovarian cancer Objectives increase brand loyalty and funds among teenagers Strategy : organise events like « Race fer her » and competition based on video or pictures, online shopping Clients perspectives: « love it », « very girly fit in the jean bag », « My boy friend loves it. He is hooked »

8. Live Product : Organic, all natural, no artificial sugar, colors or preservatives. Green tea, acai berry, pomegranate and cola flavours. 5o%of benefits to charity Communication: charity community website platform History: the entrepreneurs’ father passed away throught cancer, so he decided to dedicate his life offering product to consumers that meet their needs and profits used for others Objectives : heighten public awarness and raise fund for children cause Strategy :partnership and sponsors to related causes, tradeshows, various retailers and online shop Clients perspectives: « Makes you feel good for helping others » « I really enjoy this flavor from Live and can see myself drinking it on a regular basis »

9. Bloom Product : Healthy energy drink, tastes great, made with real juice fruit, antioxidant, guarana and white tea, wild berry, cranberry and mango taste Communication: good energy events, myspace, share energy experience, youtube and community sites History:Launched by Maiden Lane from Del Monte Objectives : focused on weight loss Strategy : present on foodies magazine and highlight the 50% fruits quantity on the can Clients perspective: « bloom energy drinks are actually delicious and don't have that " energy drink taste » « It’s got a little caffeine kick, but nothing near Red Bull »

10. Cougar Product : well designed zero calory energy drink, one regular version, one double shot, organic ingredients reduce stress and gives energy green tea, berry extracts, vitamins for independant women, sponsors dating events Communication: blogs, community website , History: the owner is passionate and she has fitness and health experience. Cougar tought her to enjoy life after her brother passed by. Objectives : gains sportive women and those who want to control their weight Strategy : offer receipes for cocktails, smothies, more aggressive approach, punchy Clients perspective: Probably one of the better tasting energy shots I have ever had, be it for male or female.

11. Current niche trend Sugar Free Healthy benefits Pink and white color Metal cans Small size Bio Respect the environment Cause to care about The new energy drink

12. They simply did not pay attention when they needed the most… What happened to my future competitors?

15. Factors motivating the purchase Taste Packaging Reciepe Wealness

16. Part II: New product and new brand

18. Magic, dream, passion, Cultural: brand history Challenge Excellence Wellness Generosity Know-how Discretion Exclusivity Brand Aspirations

19. brand DNA strategy Anti aging Energy Nutrious Rarety Increase libido Diminish stress

24. Part III: Design Brief

27. Designer choice: Michael Young Nikka Wisky designed by Michael Young Passanha oil by M.Y Why this choice? Great British designer lives in Hong Kong blend of futurist design and technology oriented Desire to bring something new into the already oversaturated energy drink market.

33. Berryxir market segmentation Besoins Expérience Exclusivité Rareté Tradition, Histoire lifestyle Accomplissement de soi Elitistes       Aspirationnels   Upper class  

34. This illustration is a part of ”Racing Greyhounds”. See the whole presentation here powerpointing.com/racing-grey Berryxir Perspectives Competitors

35. It's all about standing out... Go Girl Live Bloom Cougar Berryxir This illustration is a part of ”Spheres”. See the whole presentation here powerpointing.com/3d-spheres

36. Care of the body outside BRAND CORE VALUES BRAND VISION Care of the body inside Brand sphere First in the luxury market Customer confidence

37. Arrow Process Why use graphics from PowerPointing.com? ENGAG EMENT Packaging Leave an impact on customer Know-how and expertise Eternity EASE TO USE IMPRESS IVE PROFESSIONAL SAVE TIME BERRYXIR POWER Customer feel younger

40. MEXICO USA CANADA AMERICA IS A GROWING MARKET

41. WHERE IS BERRYXIR FUTURE MARKET?

42. Thank you for your attention Hope you are looking forward to taste it…… For more details and information about this project contact me at [email_address]