marketing mix of energy drink
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7/29/2019 Marketing Mix of Energy Drink
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GROUP 7
Mr. Star
Energy Drink
Tirup Patel - 171
Shubham Bhakarh - 167
Vivek Jhala - 175
Nischay Gupta - 148
Roochira Tanwani - 158
Priyanka Kamath - 154
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History
• Jolt Cola was released in the 1980s.• Jolt Cola pioneered the marketing strategy
which has been still used until today bymarketers for energy drink.
• Targets of the marketing research areyounger audience, mostly students, youngprofessionals, and people on-the-go.
• Energy drinks become significant in 1997 with
products like Red Bull and similar products.• In Japan and UK, energy drinks were known
for as far as the early 1960s and 1929respectively.
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Energy Drinks-General Introduction
Energy Drink suddenly takes the market of beverage by storms.
This type of non-carbonated drink has shrunk
carbonate soft drink market in a short periodof time.
Energy drink claims to be healthier beverage
type
Energy beverage industry targets towardsthose people who need some sort of energy
boost
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Overview of Energy Drink Target
Audience
The primary consumer group of energy drinksincludes extreme sports enthusiasts, young
adults and teenagers.
This may be the result that many energydrinks are sponsored or created by extreme
sports teams, stars, etc.
This crowd is a group excited by speed,
energy, flash, and instant thrill.
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Male teenagers and people in their 20s are most
likely to believe in the fact that energy drinks will
give them the boost they need.
The popularity of energy drinks may have risen due
to busier schedules and more complicated lives
people are going through.
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P : Product
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Product
Features
No caffeine, taurine.
Natural and Highly Nutritional.
100% fat free.
Tasty.
Available in various flavours.
Original, Martini, Mojito, Tequila sunrise
Attractive Designing and Packaging.
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P : Price
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Price
Existing Energy drinks are highly priced. All the existing energy drinks are available for
around Rs.90/-
Due to such prices many of the masses wanting to
buy an energy drink, go for any low priced softdrink to rehydrate, at the expense of nutrition.
Mr. Star would be available for Rs.39 which would
be affordable for every segment of the society. The powder packet of Mr. star would be available
for Rs.20.
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P : PROMOTION
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Advertisement and Promotion
schemes
Since our product already has many well set competitors
in the market , we have to make sure the public is well
informed of our product. Thus we plan to undertake as
many as possible advertisement and promotion schemes
possible.
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TELEVISION ADVERTISING Ad campaigns on PrimeTV Channels such asNDTV good times, MTV,TLC, Channel V, Zoom,
VH1, Star World and afew more.
RADIO Advertising on popular
radio channels like104.00 fm, red fm, etc
BILL BOARD ADVERTISEMENT
MAGAZINES
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Free distribution of samples in colleges
To promote the drink we will give out 50 free
samples outside colleges once a week for the first
month.
We will also sponsor various college events andfestivals where we can distribute free samples.
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Organize various sports
events.
We will organize sport events
like marathons, etc where wecan promote “Mr. Star”
Associate with gyms.
We will have tie ups with gymsto promote our product.
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Interactive website.
New Media Promotion: Facebook, Twitter, etc
Advertising and promoting on social networkingwebsites will also help.
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P : PLACE
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Distribution (or place) is one of the four elements of
marketing mix.
Frequently there may be a chain of intermediaries, each
passing the product down the chain to the next
organization, before it finally reaches the consumer or end-user.
This process is known as the 'distribution chain' or the
'channel.'
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Distr ibution Channel
Our distribution channel is consistent as followed by most
companies and involves a lot of intermediaries. However we
plan to sell our products both directly i.e. through our
campaign outlets and indirectly i.e. via Agents , Wholesalersand Retailers.
Since it is new launch, we would primarily like to focus on
production and quality of the product. But once the product isaccepted, we will shift our focus towards distribution as till
then even we will be sure of our production plans as per
response.
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Product Outlets
As per our distribution strategy we plan to makethe product advertisements visible every where tothe customers. Other than this it is also veryimportant for the product to be easily available to
the customers. Thus, we plan to make sure that the product must be available in the following places :-
Local drug or medical store
Local general stores Malls and Super Markets
College and office canteens
Clubs
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Branding
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Brand Elements
Name – Mr. Star
Logo – Orange coloured star
Tagline – Makes you invincible
Colour Scheme – Orange & Black Sounds –
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Brand Ambassador – 1985 NES’s Mario
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Ad 1
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Brand Equity
Added value endowed on products and services.
Important intangible asset to the firm that has
psychological and financial value.
Brand Equity Models : BAV
Aaker
BRANDZ
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Brand Asset Valuator
Differentiation (degree of difference)
Relevance (breadth of its appeal)
Knowledge (How familiar customers are)
Esteem (respect for the brand)
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Aaker Model
Ten attributes of a brand that can be used toassess its strength.
HIP OR POPULAT
DIFFERENTIATION
SATISFACTION OR LOYALTY
PERCEIVED QUALITY
LEADERSHIP OR POPULARITY
PERCEIVED VALUE
BRAND PERSONALITY
MARKET PRICE
MARKET SHARE
BRAND AWARENESS
ORGANIZATIONAL ASSOCIATIONS
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BRANDZ MODEL
Presence (Do I know it)
Relevance (Does it offer something)
Performance (Can it deliver)
Advantage (compared to others)
Bonding (Nothing beats it)
Strong Relationship
Weak Relationship
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Ad 2
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Competitors in the market
Red bull Xxx
Burn
Cloud 9
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SWOT ANALYSIS
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
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OPPORTUNITIES
Good Market Potential. Upcoming Sector in the Non-carbonated drink
Segment.
Increasing Awareness about health.
Established & Strong Players.
Conventional methods of Hydration still prevalent. Cheaper alternatives.
THREATS
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SEGMENTATION ,TARGET,
POSITIONING
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SEGMENTING, TARGET,
POSITIONING
AGE GROUP : 18 TO 28 HEALTH CONCIOUS PEOPLE WHO ARE
AVERSE TO ALCHOHOL
COLLEGE STUDENTS WHO NEED TO STAY
AWAKE LATE AT NIGHT, HECTIC SCHEDULES
WORKING CLASS PPL WHO NEED THAT
EXTRA BOOST OF ENERGY
ATHLETICS WHO NEED ENERGY AFTEREXHAUSTIVE FIELD ACTIVITIES
PARTY ANIMALS
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SEGMENTING TARGETING AND
POSITIONING
SHOULD BE POPULAR AMONG YOUTH IN THEURBAN AREAS.
TARGET : TIER ONE AND TIER TWO CITIES
CONCENTRATION IN METRO CITIES
IT SHOULD BE PERCIEVED AS A HEALTHY
DRINK UNLIKE ITS COMPETITORS
EASY SOLUTION TO TODAYS STRESSFUL
AND HECTIC LIFE
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Porter’s Generic Business
Strategy
Broad
Target
Narrow
target
Low cost Differentiated
Competitive Advantage
Competitive
Scope
Cost
leadershi
p
differentiation
Focused
differentiation
Focused cost
leadership
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DIFFERENTIATION
PRODUCT DIFFERENTIATIONMAINLY THE HEALTHY INGREDIENTS
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DIFFERENTIATION
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COST DIFFERENTIATION
RS 30 to
40
Rs 40 to
50
Rs 60
to70 Above R
80
We have been very sensitive in responding to our customer survey. Thus the
product is priced at rs 35. its just what the consumers are willing to shell.
competito
r
redbull cluud9 burn Mr star
price 80 65 75 35
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Effects of the stratergy
Major benefit : expected to sell more cans than itscompetitor in a span of one year.
Mr STAR is half the price of its competitors thus later
it may invite competative pricing from other small
competitors like cloud9 and Burn in the future. There may be an entry of other organic and herbal
energy drinks in the future which may eat into our
profits. As in the Indian market herbal and organic
energy drinks are unexplored.
It cannot be called a focus stratergy as we are
targeting the same market segment as our
competitors.
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Timing stratergy
We are not the first movers to bring the product tothe market, however we are the very first ones to
differentiate the product.
Redbull was launched in 2002 (first movers)
Cloud9 was launched in 2008
Mr star to be launched in 2011
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Market challenger stratergy
Flank attack : attack
the weekness of the
competitor.
Since redbull is amarket leader with a
62% dominance in the
market followed by
cloud9 with 20 %
share.
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Flank attack
We choose to attack the weakness of thecompetitor. We will spread awareness on the high
caffine content and its ill effects by organzing
marathons in colleges and having tie ups with
leading gymnasiums and fitness centres wherebyour sales representatives will be wearing tshirts
reading “say no to caffiene”
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Marketing challenger Stratergy
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By pass attack
Again since it’s a low cost product and has low
caffaine contents MR STAR aims to overcome its
competitors by positioning itself as a 100 %
natural energy drink. Ready drink plus powder form available.
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Market Distribution
Brand Loyalty for Star Ltd. will be advantageous.
Mr.Star will be given to club DJs, empty cans will
also be left on tables in hot spots such as trendy
bars, clubs and pubs.
Wide target audience to grow beyond the
boundaries of existing energy drinks.
Coverage of a large section of the society inlower cost.
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Market Distribution
Easily accessible in most retail stores, provision
stores, supermarkets.
Using pick-up trucks as mobile displays
A long term tie up with Star Bazaar
Tie ups with gymnasiums and fitness centres.
Cans of the drink will be given out free to people
on the street who will be identified as being inneed of energy.
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Conclusion
Mr.Star will be a caffeine free and taurine freeenergy drink for a wide range of audience.
Students who need energy for a hectic life style,
sportsperson, working class people.
Different packaging and designing will gain
consumer attraction.
Low cost and availability in cans and also in
powder form will differentiate the product from
competitors.
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Conclusion
Redbull, our major competitor can currently beconsidered a monopoly in the Indian market.
Targeting the weakness of the competitor.
The drink will be healthy and nutritious along with
being 100% fat free.
Star Ltd. Being a developed company in the
market, will be an advantage for Mr.Star.
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Conclusion
Mr.Star will be an easy and healthy way toacquire energy in the day to day hectic life.
THANK YOU
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