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ENERGY DRINKS

WHY WE CHOSE THIS MARKET??

Rapidly increasing market. Less competitors as only few major players are present in the market. Wide target market. Scope for future growth.

MAJOR PLAYERS
RED BULL POWER HORSE CLOUD 9 XXX BURN MONSTER GATORADE

MAJOR PLAYERS

RED BULL

It was created in 1987 by the Austrian entrepreneur Dietrich Mateschitz and on market share, Red Bull is the most popular energy drink in the world.

Dietrich Mateschitz was inspired by an already existing drink called Krating Daeng which he discovered in Thailand. Their slogan is "Red Bull gives you wiiings" and the product is aggressively marketed through advertising, tournament sponsorship (Red Bull Air Race, Red Bull Crashed Ice)

MARKET SHARE

Today, the slinky 8-3-OZ can has completed its invasion into nearly every cold box in the United States. In less than three years, Red Bull singlehandedly established and then lifted the booming energy drink category from a base of $12 million in (wholesale) dollar sales to $42 million in 1998 and $75 million in 1999. Others soon followed, building energy drinks to a $130 million business. Last year, Red Bull's market share stood at 65%, while the company reportedly pulled in a cool $1 billion in worldwide sales.

MONSTER ENERGY DRINK

Monster Energy is marketed and distributed by Hansen Natural Corporation, a NASDAQ listed company of Corona, California.

Though it is not widely advertised in the media, Monster receives a large amount of recognition from its sponsorship of various sporting events.
Hansen Natural Corporation has recently announced a distribution deal with PepsiCo

MARKET SHARE

Four-and-a-half years after its launch Monster accounts for about 80 percent of the $600 million in sales that analysts project for 2006 and more than 80 percent of Hansen's profits. It's also entirely responsible for the stratospheric rise of Hansen's stock, which is up 6,000 percent since Monster's debut. Hansen's recent $2.8 billion market value is higher than that of nearly a fifth of theFortune 500. The $5.7 billion energy-drink category, in which Monster holds the No. 2 position behind industry leader Red Bull, has slowed down as copycat brands jostle for shelf space

ROCKSTAR ENERGY DRINK

Founded in 1999 by Russell Weiner, Rockstar launched into the fastestgrowing segment of the USA beverage market, energy drinks. By 2007, Rockstar was one of the top three energy drink brands (having enjoyed 155% growth in sales in 2004,reaching $48 million and had sold over a billion cans. Rockstar switched distributors from CocaCola to PepsiCo in summer of 2009.

MARKET SHARE

Rockstar holds about a 40% market share. It further increased of 1.2% from its standing in 2009. Rockstar products achieved so much success early on because of the companys unique and consistent outlets of promotion. Its currently on the 3rd position in market share after monster which is on 2nd & Red bull which holds the 1st position in energy drink market.

COMPARITIVE SALES

CURRENT MARKET SHARE

PRODUCT ATTRIBUTES
U.S.P- - Low caffeine content. Available in different sizes. Various flavors. Clinically tested for no Side effects. Good taste. No fizz in the drink.

CAFFEINE CONTENT

PRICING STRATEGY

Higher scope for pricing due to its different container sizes. Can be priced on the higher side as the target market is the upper middle class. Targeting the urban cities where people do not mind paying if provided with value for money. In the future, the brand value will count for pricing.

PRICING
CONTAINER SIZE
150 ML

PRICE
50/-

300 ML
500 ML I LITRE

75/100/175/-

PACKAGING

Bold and attractive packaging is used to create an impact on the customers minds. The packaging is visually dynamic to influence the customers. Packaging should be different than the other competitors. FIRE is the first energy drink to launch cans of different sizes.

FIRE ENERGY DRINK!!!!

TARGET MARKET
Teenagers. Urban areas. Age group between 18 to 30. Upper middle class. Fitness freaks.

PROMOTION STRATEGIES
Hoardings in cities. Tie up with Golds gym. Free samples in clubs. Influencing Brand ambassador. Chennai superkings official energy drink. Bold advertising.

BRAND AMBASSADOR

LIONEL MESSI ON FIRE!!!!

OFFICIAL ENERGY DRINK.

GOLDS GYM

BOLD ADVERTISING..

SETS YOU ON FIRE!!!!

RATING SCALE
TASTE VALUE FOR MONEY CAFFEINE CONTENT BRAND RECOGNITION AVAILABILITY

RED BULL

MONSTER

ROCKSTAR

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