Energy Drink - Marketing Plan

Energy Drink - Marketing Plan

Energy Drink - Marketing Plan

Executive Summary

Rockstar Energy Drink was based by Russell Goldencloud Weiner, a medical practitioner of nutritional enthomedicine, as asserted by the Rockstar website. His parents, two renowned herbalists, assisted to make the Rockstar formulations. Today, three equations of Rockstar are on the market: Original, Cola, and Diet. The initial equation was first commenced in 2001, producing the business only 4 years old.

Product/Service Description

The business is founded in Las Vegas, Nevada, one of the trendiest locales of the United States, lending to the for demonstration "Rockstar" image. To enhance their likeness, Rockstar's catchy slogan is "Party like a Rockstar". The Rockstar business is not publicly swapped, but in some states is circulated by Dr. Pepper. Recently, Rockstar has teamed up with Coca-Cola Consolidated (CCBCC), Coca-Cola's second biggest vendor, as another entails to circulate the well liked drink. Rockstar is an commerce innovator; by first inserting a 16oz dimensions can it has differentiated itself from usual energy drinks which arrive in an 8-8.4oz "slimcan". One of Rockstar's exclusive key components, milk thistle, is a liver-protectant, detoxifier, and assists as a remedy for despondency, as well as a hangover remedy. Red Bull, overriding the market share, is in shop for some hefty affray contrary to the up-and-coming Rockstar.

 

Situation Analysis

The energy drink commerce is increasing rapidly, and it doesn't gaze like it will be slowing down down anytime soon. The development of energy drinks can be attributed to their trendy likeness, convenience and multiple uses. Energy drinks can be utilised as mixers at associations and bars or as coffee substitutes. According to Information Resources Inc., the energy drink dollar sales in 2004 expanded 54 per hundred from the preceding year, with unit sales up 31 percent. Although its digressive competitors, for example sports drinks or teas, have higher dollar sales, the somewhat new energy drink commerce has a much bigger development rate. Energy drink sales are forecasted to boost to nearly $500 million in 2006.

The breakdown of the market share in the energy drink commerce . Rockstar, the second best-selling energy drink in the US behind Red Bull, had $15.7 million in sales in 2004, mirroring a 250-percent boost from the preceding year. Rockstar energy drink is accessible in an 8oz. or 16oz. can in three flavors: initial, diet and cola. The drink encompasses a kind of vitamins, herbs and amino acids blended into a combine of vanilla, bubble gum and citrus tastes to supply a wholesome, productive and tasty drink. Rockstar is a very well liked amidst buyers due to its good flavour, exclusive components, good worth ($/ounce), effectiveness and convenience. The positioning and yearning attributes of Rockstar give it large market promise for profiting more of the energy drink market share.

The Competitor Matrix in displays the distinct parent businesses that own some of the energy drink emblems on the market today. The parent businesses encompass Coca Cola, Hansen's, and Pepsi, just to title a ...