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A PROJECT REPORT
Submitted by
of
in
MARKETING
AT
INSTITUTE FOR FUTURE EDUCATION, ENTREPRENEURSHIP AND
LEADERSHIP
AUGUST 2013
1
APPENDIX 2A
the
bonafide
work
of
AETHARENN
KUMAR
TIWARI
Marketing
DEPARTMENT
Mr. Junaid
SUPERVISOR
SUPERVISOR
APPENDIX 2B
the
bonafide
work
of
AETHARENN
KUMAR
TIWARI
Executive Summary
Market for energy drinks has witnessed an increase of about 50% from 2002 to 2007, Crossing
Rs500 Crores mark in the year 2008. Goldwin Healthcare Pvt. limited, a new entrant in the
energy drinks market, which was pitted against the Austrian Multinational, has gained significant
market share within a span of less than 2 years. The companys Cloud 9 energy drink has
positioned itself as the first healthy energy drink in India, as certified by FDA.
The market is dominated by Red Bull, and other brands like drinks like Monster, XXX and Full
Throttle are also giving Cloud 9 a competition. Cloud 9 energy drinks come in 4 variants: Wild
Berries, Pomegranate, Premium and Red grapes. This document explains in detail how the new
product Cloud 9 energy drink should be marketed in order to gain market share and increase its
sales volume. It contains information on present market situation, marketing objectives of the
product and also the marketing actions to be taken to achieve the objectives.
Cloud has been the official sponsor of IPL team Chennai Super Kings, but still the awareness
about the product is not widespread in the market as is with the case of Red Bull, even after the
publicity campaigns of the product.
APPENDIX 3
Table of Contents
Chapter No
Title
Page No.
Executive Summary
iv
List of Tables
vii
List of Figures
viii
List of Symbols
ix
Introduction of Cloud 9
Situation Analysis
5.1
5C Analysis
5.2
12
5.3
13
5.4
SWOT Analysis
15
5.5
16
5.6
BCG Matrix
17
5.7
18
19
6.1
Segmentation
19
6.2
Target
21
6.3
Positioning
22
23
7.1
Marketing Mix
23
7.1.1
Product Strategy
23
7.1.2
Price Strategy
23
7.1.3
Promotion Strategy
23
5
7.1.4
7.2
Distribution Strategy
Marketing Research
24
25
7.2.1
7.2.2
25
7.2.3
Descriptive Research
25
7.2.4
25
7.2.5
Demographic Charactestics
26
Implementation
38
8.1
Implementation Plan
38
8.2
Budget
39
8.3
Activity Schedule
39
Financial Summary
40
10
Bibliography
41
11
Annexure A
43
List of Table
Chapter No
Page No
5.1
SWOT Analysis
15
5.2
16
6.1
Segmentation
19
7.1
27
7.2
28
28
7.3
28
7.4
29
7.5
29
7.6
32
7.7
33
7.8
34
7.9
35
7.10
36
7.11
37
List of Figures
Chapter No
Page No
3.1
5.1
BCG Matrix
17
5.2
18
7.1
30
7.2
31
7.3
32
7.4
33
7.5
35
7.6
36
7.7
37
List of Symbols
Chapter No
Page No
5.1
5.2
5.3
5.4
Full Throttle
10
Introduction
1. Cloud 9
Cloud 9 is a brand of Energy Drink launched by the Goldwin Healthcare Pvt. Ltd. Cloud 9 is
different from its other competitors as it is made of natural ingredients.
Vision of Cloud 9 has always been to provide India with drinks that give the consumers the
desired energy boost, yet are completely healthy and have no side effects associated with other
drinks. Before entering into the market, Cloud 9 management did a thorough study of the energy
drink and cola market in India. The study revealed that the market was mainly dominated by
foreign players and the ingredients used in most of the popular drinks were harmful to the human
body.
Keeping in mind the revelations of the study, they came up with an energy drink and also
caffeine-free cola which were made from completely natural ingredients and adhered to the FDA
standards.
Cloud 9 has penetrated the market at a lightning speed and is now the second biggest player in
the country. Usually children are discouraged from consuming colas due to the level of caffeine
present, but the Cloud 9 cola can be consumed by one and all.
10
Industry History
Nearly 20 years old
Began in Europe & Asia
Red Bull: first in US in 1997
Hansen also based in US in 1997
First became popular with athletes in US - extra energy for workouts & competitions
Industry Sales
Currently thought to be the second highest growth sector of the soft drink industry
$3.7 billion dollar industry
Sales of energy drinks have increased 50% each year since 2001 (total of 516% increase
from 2001-2006)
Sales are projected to reach $5 billion in 2007
6th largest category in the beverage market
11
Drink market are Red Bull, Cloud 9, SJ XXX, Power Horse, and Rock star, Burn, SoBe and
Amway.
Power
House
2%
SoB
e
Rock Star
Monster
4%
Burn 1%
1%
XXX
4%
3%
Cloud
9
23%
Red
bull
62%
13
b. The energy drinks market in India is growing at a fast rate, it is in a booming phase.
c. Its major competitor is Red Bull, an international brand and the market leader in many
countries, including India.
d. It would be interesting to see what Cloud 9s market strategy would be in response to that
of the dominant player.
e. Also, its target segment will be the youth, so the project would give us a deep insight into
the consumer behavior and how to popularize the product among them.
f. Moreover, being a new product in the market, Cloud 9 energy drink provides us
ample opportunities in brainstorming to devise various promotion methodologies.
These are the major reasons behind our choice of Cloud 9 Energy Drink for the purpose
of this project.
14
5. Situation Analysis
5.1 5 C Analysis
5.1.1 Company
Cloud 9 Energy Drink is a Goldwin Healthcare product. Owned by the Mumbai based Shree
Jalaram Group and headed by Priyesh Ganatra (MD), Goldwin Healthcare Pvt. Limited provides
Health Care Business Process Management Services, Health Care Research Services, Home
Health Care Services, Medical and Health Care Software, Personal Health Care Products,
Personal Health Products in India.
It was established in the year 2008 and is headquartered in Mumbai, Maharashtra. Apart from
Goldwin Healthcare, Shree Jalaram Group also owns companies including Lotwin online lottery,
Jalaram Jyoti Builders and Developers, Goldwin Entertainment, Goldwin Film Production and
Goldwin Mobile Gaming.
Product line
The companys flagship beverage brand, Cloud 9, is one of the leading players in Energy drinks
segment due to its positioning as a nutritive and healthy drink, as certified by many official
healthcare bodies. It also has a number of variants like Pomegranate, Wild Berry and Red Grapes
especially for ones who do not consume alcohol, which helps the brand to maintain its position.
The company is also set to enter the soft drinks, juices, mineral water and soda business.
Moreover, they are looking at launching Aloe Vera juice, a special juice for women, and first-ofits kind in India.
Technology and experience
Cloud 9 is manufactured using cutting edge technology and plethora of ingenious solutions and
indigenous know-how. Initially, the product was manufactured in Malaysia. But soon, Goldwin
Healthcare started manufacturing all their products at the companys state-of-the art facility in
Nandur, 40 km from Pune (Maharashtra), spread across 27 acres. This facility is ISO 9001:2000,
ISO 22000, IASC (USA) and FDA certified, and adheres to Good Manufacturing Practices
15
Market leadership within the energy drinks market, it is the industry leader throughout
the world.
Marketing efforts- many promotions and well targeted campaigns and sponsorship e.g.
F1 helps to expand Red Bull Brand and increase customer brand awareness and recall.
Strong, fresh and fashionable brand identity
Weakness
Above average prices
Reliant on small product base the company only markets one branded product,
Red Bull Energy Drink (along with a sugar free variety).
Lack of patent on its recipe means anyone can copy it.
Full Throttle
18
Produced by the Coco Cola company, Full Throttle debuted in late 2004. This energy drink
contains ingredients such as carbonated water, high fructose corn syrup and/or sucrose,
citric acid, natural and artificial flavors, sodium citrate, sodium benzoate (to protect taste),
d-ribose, caffeine, acacia, niacinamide (vitamin B3), calcium pantothenate, (vitamin B5),
glycerol ester of wood rosin, yellow 5, pyridoxine hydrochloride (vitamin B6),
cyanocobalamin (vitamin B12). Available in great flavors like citrus, full throttle energy
drink has great flavors.
regarding several ingredients and their associated health benefits is making them more
inclined to use nutritional information very often to make product choices. Hence there is a
demand for food and beverages with health claims.
Technological Factors: The technological factors can lower barriers to entry, reduce the
minimum efficient production levels and influence outsourcing decisions. Some of the
technological factors include: R&D activity, automation, rate of technological change,
technology incentives. Cloud 9 is manufactured by Goldwin Healthcare Pvt. Ltd, the specialists
in the manufacture of 100% Natural Lifestyle Energy Drinks and Caffeine-Free Cola, using its
cutting edge technology and plethora of ingenious solutions and indigenous know-how. Hence,
company is highly advanced in development of product, R&D and machinery.
20
21
22
Demands
Demands are human wants backed up by buying power and given their resources, people
demand products with benefits that add up to the most satisfaction. Demand for a product, is both
willingness and an ability to pay for the product that will satisfy a particular want. Cloud 9 is
arguably one of the most expensive drinks on the market, a can of Coke generally costs around
Rs.20 for 300ml whereas a smaller 250ml can of Cloud9 is sold at Rs.75. Consumers are willing
to pay the higher price for Cloud9 because it satisfies their needs and wants, it also delivers on its
promise to Drink and Discover.
23
Weakness
Strengths
Low awareness
Low market share
No prior expertise
Indian product
Natural ingredients
Focus on health
Non alcoholic
Variety of flavors
FDA approved
SWOT Analysis
Threats
Opportunities
Fruit Juices
Venturing into caffeine free
cola Gaming ventures
Consumer recognition through Sponsorship
of Fashion shows and college festivals
24
Current
Market
New Market
Current Product
Market Penetration
Strategy
Market-Development
Strategy
New Product
Product-Development
Strategy
Diversification Strategy
Cloud 9 is a product that is not totally new to the market. There already exists a market for
energy drinks. Also, since the energy drinks market is very well defined and has limited scope in
terms of broadening, we are looking at the Current Market instead of a new one. Thus,
adopting a Market Penetration Strategy seems to be most appropriate, within which, our aim will
be to maximize market share. This can be done by aggressively marketing and advertising the
product to make the target segment aware of the value propositions on offer.
25
and
move
to
the
stars
26
Energy Drinks
27
Psychographic Analysis
Features: taste, caffeine content etc
Attitudes to Social change: eg.
conservatives, up markets
Segmentation
Behavioral Analysis
Occasions
User Status: eg Regular, first timers etc
User rate: Regular, heavy etc
Loyality Status : hard core loyalists,
Switchers
Geographic Analysis
Metros, major cities and towns
Accordingly, based on the above factors and the responses from a survey conducted on cloud 9,
the following 4 segments were identified:
College students
Comprising of an age-spectrum ranging from teenagers to Post Graduates, this segment
witnesses a variety of constituent individuals in terms of energy, purchasing power, preferences,
vulnerability to alcoholic beverages. This group has taken up to snacking as a way of life as they
keep missing regular meals due to erratic schedules. Energy Drinks are percieved to be something
above soft drinks but not alcohol, hence a cult among this group. Besides, studying late nights, energy
drinks have gained popularity among them.
Working Professionals
These represent the young working population, mainly the employees of MNCs and BPOs.
This group has resorted to energy drinks for chilling out on weekends after a long hectic
28
weekend for a change, or when meeting colleagues or friends at place. Working long for hours,
creates distress, monotony and fatigue, leading to burnout. Energy drinks serve as energy
boosters and hence an obvious choice for them in the short run.
Health Conscious people/ Sportsmen
This group has seen a rise in the past decade. More and more people are turning health consious
and hence choose their diet selectively. They mostly join fitness programmes i.e physical
workout, aerobics etc or jog regularly as they are confined in their jobs, hence they want to work
out. Another category is that of sportsmen, who constantly thrive on energy drinks to get instant
kick helping them maintain high energy levels.
Socialites / Party Animals
Socialites are mostly in a habit of paying regular visits to pubs, discotheques and parties. Hence
Energy drinks are a normal part of consumption habits of such consumers. Besides, energy
drinks act as an an apt alternative to alcoholic beverages, while in socializing a group, where in
the socialite prefers not drink, as mostly is the case with females. Besides, Energy drinks mixed
with alcohol, serves as a perfect combo during parties.
29
6.2 Target
Cloud 9 is targeted at the youth population in the age group of 18 to 35 years. This age group consists of
working professionals and students. The young working professionals of India face high stress levels at
their work places which causes physical as well as mental exhaustion.
Todays students also lead a stressful and hectic life. These working professionals and college students
are the target segment for Cloud 9 energy drink. Many pubs in Indian cities are frequented by people
belonging to this age group which might be capitalized upon by offering
Cloud 9 as a complement at these high end pubs and lounges. These pubs are popular hangouts for the
party animals and socialites who are the target segment of Cloud 9.
As many as 64% of the youth feel that alcohol consumption is not at all acceptable. This segment of the
youth population is also being targeted. Being health conscious this segment of the youth population
might be a potential market for Cloud 9
30
6.3 Positioning
The product is a non-alcoholic healthy energy drink with natural sources of caffeine and is targeted
primarily at youngsters in urban areas. Although the target age group is 18 to 35 year olds, currently the
product has a greater appeal to the younger end of the group. The name
Cloud 9 gives preludes to the ambitions of the company, as it plans to surpass all its earlier successes
and aim for higher and bigger goals in the future. The name also signifies a light, happy and elevated
state of mind which is exhilarating, alertness backed with stamina and concentration, in which the
consumer finds himself after having cloud 9 energy drinks, yet it is not intoxicating. The high in
Cloud 9 comes from its natural energy boosters: Taurine,
Guarana and B- group vitamins that safeguard health.
As the market has been dominated by foreign brands, Cloud 9 energy drinks indigenous origins can act
as the differentiating factor. Likely to be more popular among the youth in the urban centers of the
country like Mumbai and Goa, it should be perceived as a funky, cool and in-tune with any age group,
yet healthy drink, unlike its competitors. Besides, the advertisements should claim that Cloud 9 Energy
Drink can boost physical activity and alertness. It should be projected as a great solution to today's
stressful and hectic lifestyle.
31
33
tool, specific feature variables were defined and details from the survey were transferred into the
software.
Pre-processing the data
Editing
We have eliminated the responses, which were obviously incorrect. To ensure consistency of the
responses we have considered the responses which dont have null value.
Methodology
We first describe the demographic characteristics of the respondents and later the source of
information from which they came to know about cloud 9 energy drink, current positioning, pricing,
attributes of an energy drink to try it, and respondents characteristics about consumption of alcohol,
health consciousness, avoiding caffeine etc;
7.2.5 Demographic characteristics
The predominant response was from the age group of 23 to 26 years with a percentage 61.9%. 75% of
the total respondents were males.
Age * Sex Crosstabulation
Sex
Female
Age
19-22
Count
<18
>27
Total
24
59
83
% within Age
28.9%
71.1%
100.0%
% within Sex
39.3%
32.2%
34.0%
9.8%
24.2%
34.0%
36
115
151
% within Age
23.8%
76.2%
100.0%
% within Sex
59.0%
62.8%
61.9%
% of Total
14.8%
47.1%
61.9%
% within Age
.0%
100.0%
100.0%
% within Sex
.0%
.5%
.4%
% of Total
.0%
.4%
.4%
% of Total
23-26
Male
Count
Count
Count
35
% within Age
11.1%
88.9%
100.0%
% within Sex
1.6%
4.4%
3.7%
.4%
3.3%
3.7%
61
183
244
% within Age
25.0%
75.0%
100.0%
% within Sex
100.0%
100.0%
100.0%
25.0%
75.0%
100.0%
% of Total
Total
Count
% of Total
36
Age * to what extent do TV Advertisements, newspaper ads, billboards etc affect your choice of energy drink?
Crosstabulation
Count
To what extent do TV Advertisements, newspaper ads, billboards etc affect your choice of energy
drink?
1
Age
Total
19-22
11
17
34
20
83
23-26
20
32
47
44
151
<18
>27
32
52
84
67
244
Total
Table 7.2 Age * to what extent do TV Advertisements, newspaper ads, billboards etc affect your choice of energy drink?
In the majority age group, i.e. 23-26 years, around 60.3% people were somewhat strongly
influenced by advertisements.
Total
Total
19-22
26
31
18
83
23-26
14
49
65
21
151
<18
>27
23
78
98
43
244
A majority of respondents in the 23-26 age groups were found to be substantially health conscious.
37
Total
19-22
11
11
43
83
23-26
21
23
24
24
59
151
<18
>27
34
34
36
36
104
244
Total
Majority of respondents in all age groups were found to strongly avoid alcohol. Hence, the drink can
make full use of its healthy drink image.
Age * I avoid caffeine Crosstabulation
Count
I avoid caffeine
1
Age
Total
Total
19-22
13
14
17
19
20
83
23-26
23
42
44
22
20
151
<18
>27
37
60
62
42
43
244
Around 29.14% of the respondents in the 23-26 age group were found to be moderately averse to
caffeine, with majority tending towards the lower side.
38
The above figure shows how respondents first came to know about cloud 9 energy drink, the marketing
is predominantly based on viral marketing, although television advertisements, promotional campaigns,
newspaper ads, internet advertisements are there. Mostly 23-26 age groups can be targeted.
39
The respondents clearly see Cloud 9 as an energy drink, even the above analysis shows that 86.89% of
females and 79.23% of males see it as energy drink therefore respondents are aware of product category.
40
Frequency
Valid
Before/During/After a
workout
(like aerobics)
During studies/ Before deadlines,
exams etc.
Weekend party (after a hectic
week)
While hitting the pub
Total
Percent
Valid Percent
Cumulative Percent
.4
.4
.4
65
26.6
26.6
27.0
71
29.1
29.1
56.1
70
28.7
28.7
84.8
37
15.2
15.2
100.0
244
100.0
100.0
The people in the age group 23-26 yrs. consumed energy drinks mostly during weekend parties or
studies, while in the age group 19-22, majority consumed during/ after workout. The proportion of
people consuming energy drinks while hitting the pub was comparatively lesser
41
Sex * What in your opinion is the ideal price for a can of Cloud 9?
Count
What in your opinion is the ideal price for a can of Cloud 9?
60 70
Sex
Female
Male
Total
70 80
80 - 90
Above 90
Total
36
20
61
122
50
183
158
70
244
The ideal price for a can of Cloud 9 as perceived by majority of the consumers was between Rs. 60-70.
42
Sex * If you were to search for Cloud 9 in a supermarket, which section would you go to?
Count
If you were to search for Cloud 9 in a supermarket, which section would you go to?
Alcoholic Drinks
Sex
Female
Male
Total
Energy Drinks
Juices
Soft Drinks
Total
53
61
17
145
14
183
18
198
11
17
244
Majority of the surveyed people would search in the energy drinks section of a supermarket while
searching for Cloud 9.
43
Given the fact that it is a healthy drink that offers many flavors and provides an
instant kick, would you be willing to try Cloud 9?
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
No
47
19.3
19.3
19.3
Yes
197
80.7
80.7
100.0
Total
244
100.0
100.0
About 80.7% of the surveyed people were willing to try Cloud 9 if it offered many flavours and
provided instant kick.
44
Percent
Valid Percent
Percent
No
78
32.0
32.0
32.0
Yes
166
68.0
68.0
100.0
Total
244
100.0
100.0
About 68% of the surveyed people were willing to participate in the promotional campaigns that offered
free trials of cloud 9.
45
<18
19-22
23-26
>27
Packaging
15
17
Taste
43
75
Price
20
43
Composition
27
43
Variants
15
Brand
24
30
Celebrities
Advertisements
14
26
Recommendations of Friends
35
81
Recommendations_of_Frien
ds
Advertisements
Celebrities
Brand
>27
Variants
23-26
19-22
Composition
<18
Price
Taste
Packaging
0
10
20
30
40
50
60
70
80
90
Majority of people considered taste and recommendations of friends as major attributes that makes
them try a new drink.
46
7.3 Implementation
7.3.1 Implementation Plan:
Cloud 9 Energy Drinks are currently marketed as Energy Drinks with Natural Caffeine Sources.
Through our marketing plan, we are aiming to launch our product to a younger audience as a
Health Drink that Promotes Energy. Since our product contains B-Vitamins and Amino Acids that are
healthy for the body and promote brain function, we would like our drink to be perceived as healthy
rather than pure energy drinks.
Our plan is to market to an audience of young adults. We are hoping since the drink contains vitamins
and nutrients healthy for the body, parents will find it to be a good alternative to the other sugar filled
energy drinks currently in stores.
Vending machines throughout college campuses, and selling our products individually through stores
will help increase awareness among younger consumers. Vending machines create impulse buys when
placed in high traffic areas, which is an area where Cloud 9 is currently lacking. They have remained a
private company and strictly provide their product through IBOs, but we are hoping to get the name
well known among a younger crowd through wider distribution channels.
We are going to market the product as a health drink that promotes energy. When people think of energy
drinks they automatically think of high sugar and high carbohydrates, which is the exact opposite of our
product. Our main emphasis will be getting our consumers the energy they need without all the added
sugars and carbohydrates that no one needs to add to their diet. Health has been an increasing trend in
todays society and Cloud 9 Energy Drinks can be a positive addition to ones daily diet. In order to get
our name in the campuses, we need to put vending machines in places that students can easily access onthe-go. Students are living in a fast paced world, and our product needs to keep up with them. The
option of buying it in campus gives an alternative source of attaining the product. Fliers will also be
placed throughout the campus in high traffic areas to increase brand recall.
Sporting events and entertainment are very popular on college campuses, so we would like to use
banners of our product during basketball games or even during student concerts to get our names in
the mainstream of students. Athletes and nutrition-conscious students will notice our
Health drinks that promote energy signs, and realize they can get energy without adding sugars that
47
can ruin their workout and performance. When students see our signs promoting healthy energy, they
will be eager to try the new product that not only tastes good, but also is good for them.
All in all, our main goal is to be seen as a healthy alternative to the other high sugar energy drinks
in the market. Vending machine sales are constantly increasing, and edging Cloud 9 into that market
will continually increase revenues. Through product placement in high traffic areas and fliers
throughout the school, we are hoping students will notice our diverse product and boost sales in a new
market for Cloud 9.
7.3.2 Budget
The expenses of the company for marketing include mainly that of an advertising budget. We would like
to use the percentage of sales method. For 2010, the expected revenue generation is Rs. 25,30,000,000.
Hence if we consider 30% revenue will be the first advertising campaign for the product, the total
budget for advertising is Rs 759,000,000.
7.3.3 Activity Schedule
The activity schedule around the advertising campaign will revolve around the product launch that
happens every year. 3 months prior to the product launch, the advertisements in the media, print,
television and radio, should start that create curiosity regarding the product. During the product launch,
along with the advertisements, the messages regarding natural health drinks should be sent across to the
public to facilitate conversion of Red Bulls buyers into Cloud 9s customers.
48
8. Financial Summary
Purchases include packaging materials, beverage bases, and beverage ingredients. Distribution
costs arise from product delivery to a large number of markets. Cloud 9 must ship products to
Independent Business Owners, who then ship products to their customers. Other costs include
depreciation, rent, utilities, interest, and other organizational sustaining costs (Industry Report).
These costs consist of estimates throughout the soft drink industry.
Market Share Projections
Energy Drink Market Analysis
Total Market size (crores)
Growth rate
Cloud 9 market share (crores)
Cloud 9 Price
Cloud 9 market share growth rate
Year
Total Market Size
Market share of cloud 9
Coud 9 Revenue
Marketing Expenditure for cloud 9
1100
50%
23%
Rs 75/can
7%
2010
1100
23%
253
75.9
2011
1650
25%
406.065
121.8195
2012
2475
26%
651.7343
195.5203
2013
3712.5
28%
1046.034
313.8101
2014
5568.75
30%
1678.884
503.6652
2015
8353.125
32%
2694.609
808.3826
49
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o
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o
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o
http://www.nagalandpost.com/ShowStory.aspx?npoststoryiden=UzEwMjE5NDk%3DcakhtMke6IE%3D
http://www.packagingsouthasia.com/news/Pushpam_foods_and_1151.html
http://www.scribd.com/doc/27918270/Cloud9-Presentation#open_download
o
o
o
http://www.scribd.com/doc/2444837/Integrated-Marketing-Communications-Plan-for-Red-BullEnergy-Drink
http://marketingpractice.blogspot.com/2008/08/red-bull-it-gives-you-wiings.html
http://www.indiaprwire.com/pressrelease/food/2010021643698.htm
o
http://www.citeman.com/4318-market-size-for-energy-drinks-in-india-is-growing-rapidly/
o
http://www.indiaenvironmentportal.org.in/node/288223
o
http://www.mid-day.com/news/2010/apr/100410-Energy-drinks-liquor-market-Thane-Raigad.htm
o
o
http://lifestyle.iloveindia.com/lounge/healthy-energy-drinks-1163.html
http://in.biz.yahoo.com/100504/50/bavj0o.html
o
http://www.rncos.com/Press_Releases/Non-Alcoholic-Drinks-Market-Set-to-Boom-in-India.htm
o
http://www.just-drinks.com/news/united-spirits-mulls-energy-drink-launchreport_id93536.aspx
o
http://www.just-drinks.com/news/energy-sports-drinks-market-set-todouble_id96992.aspx
o
o
http://timesofindia.indiatimes.com/india/Energy-drinks-could-beharmful/articleshow/6112737.cms
http://www.livemint.com/2008/05/08223800/PepsiCo-to-tap-health-energy.html
http://www.dancewithshadows.com/business/coca-cola-burn-energy-drink-launchedin-india/
o
o
o
http://www.dnaindia.com/money/report_coke-s-burn-to-fire-up-rivalry-in-energy-drinks_1270542
http://economictimes.indiatimes.com/news/news-by-industry/cons-products/liquor/USL-prepares-for-a-big-pushin-energy-drinks-segment/articleshow/5653686.cms
50
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
http://www.scribd.com/doc/14493798/Energy-Drinks-Market-in-India-is-expected-to-touch-Rs-1000-Cr-in-year201011
http://www.squidoo.com/how-energy-drinks
http://www.indiaprwire.com/pressrelease/food/2010021643698.htm
http://researchwikis.com/Energy_Drinks_Market
http://energydrinks.factexpert.com/907-energy-drink-target-market.php
https://usd.swreg.org/cgi-bin/s.cgi?s=47502&p=475021220&v=0&d=0&q=1&t=
https://usd.swreg.org/cgi-bin/s.cgi?s=47502&p=475021220&v=0&d=0&q=1&t=
http://www.adgully.com/agtalk/cloud-9-we-are-more-than-ready-to-take-on-any-national-or-internationalgiants.html
http://www.cloud9energydrink.com/about.php
http://www.cloud9energydrink.com/marketing.php
http://www.livemint.com/2010/05/31224142/Energy-drink-firms-keen-to-lau.html
http://www.livemint.com/2010/05/31224142/Energy-drink-firms-keen-to-lau.html
http://spoonfeedin.blogspot.com/2008/10/business-indiawill-energy-drinks-become.html
http://www.afaqs.com/perl/news/company_briefs/index.html?id=45366
http://www.mid-day.com/entertainment/2010/apr/090410-Cloud-9-Cola-Cloud-9-Energy-Drink.htm
http://www.business-standard.com/india/news/cloud-9-to-foray-into-soft-drinks-mineral-water/385486/
http://www.adgully.com/marketing/event-marketing/energy-drink-plans-to-reach-cloud-9.html
http://sify.com/topics/Goldwin-Healthcare.html
http://www.scribd.com/doc/27918270/Cloud9-Presentation#open_download
http://www.bmj.com/content/338/bmj.b929.full?view=long&pmid=19325180
51
52
Strongly Disagree
5
Strongly Agree
iFEEl
53