Class: Intoduction to marketing
A focused project on market and consumer demographic analysis to support a mock brand-extension campaign.
Role: Lead Market Analyst and Campaign Strategist
Scope: Consumer Survey Design, Competitive and Social Presence Benchmarking, Multi-Channel Campaign Objectives
Target Brand: Celsius
Team Size: 5
Deliverable: Integrated Marketing Campaign Proposal & Data Findings Presentation
Celsius has experienced rapid growth in the functional energy drink sector, carving out market share by positioning itself as a fitness lifestyle beverage rather than a traditional high-sugar energy drink. The objective of this project was to analyze Celsius’ competitive standing, collect peer consumer sentiment, and create a brand-extension along with digital campaign objectives to accelerate this new branch.
Category Share & Positioning: Analyzed trends, market saturation, and international footprint across energy drink brands to pinpoint growth opportunities.
Digital Presence Benchmarking: Evaluated Celsius's social presence relative to competitors, identifying primary consumer demographics and values to create a solidified target audience.
Target Audience: Built an evidence-based digital consumer persona
Product Alignment Strategy: Refined product focus to highlight specific functional benefits, key preferences, and usage occasions.
Digital Campaign Objectives: create a new sports apparel line that aligns with the values of our target audience and encourages continuous adoption of our products across all of our different offerings.