2. History Jolt Cola was released in the 1980s. Jolt Cola
pioneered the marketing strategy which has been still used until
today by marketers for energy drink. Targets of the marketing
research are younger audience, mostly students, young
professionals, 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 1929 respectively.
3. 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 period of
time. Energy drink claims to be healthier beverage type Energy
beverage industry targets towards those people who need some sort
of energy boost
4. Overview of Energy Drink TargetAudience The primary consumer
group of energy drinks includes extreme sports enthusiasts, young
adults and teenagers. This may be the result that many energy
drinks are sponsored or created by extreme sports teams, stars,
etc. This crowd is a group excited by speed, energy, flash, and
instant thrill.
5. 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.
6. P : Product
7. ProductFeatures No caffeine, taurine. Natural and Highly
Nutritional. 100% fat free. Tasty. Available in various flavours.
Original, Martini, Mojito, Tequila sunrise Attractive Designing and
Packaging.
8. P : Price
9. 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 soft drink 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.
10. P : PROMOTION
11. 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.
12. TELEVISION ADVERTISING Ad campaigns on Prime TV Channels
such as NDTV good times, MTV, TLC, Channel V, Zoom, VH1, Star World
and a few more. RADIO Advertising on popular radio channels like
104.00 fm, red fm, etc BILL BOARD ADVERTISEMENT MAGAZINES
13. 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
and festivals where we can distribute free samples.
14. Organize various sports events. We will organize sport
events like marathons, etc where we can promote Mr. Star Associate
with gyms. We will have tie ups with gyms to promote our
product.
15. Interactive website. New Media Promotion: Facebook,
Twitter, etc Advertising and promoting on social networking
websites will also help.
16. P : PLACE
17. 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.
18. Distribution ChannelOur distribution channel is consistent
as followed by mostcompanies and involves a lot of intermediaries.
However we plan to sell our products both directly i.e. through
ourcampaign outlets and indirectly i.e. via Agents , Wholesalers
and Retailers.Since it is new launch, we would primarily like to
focus onproduction and quality of the product. But once the product
is accepted, we will shift our focus towards distribution as till
then even we will be sure of our production plans as per
response.
19. Distribution Channel Manufacturer Agents Wholesaler
Retailer s s Consumer s
20. Product Outlets As per our distribution strategy we plan to
make the product advertisements visible every where to the
customers. Other than this it is also very important 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
21. Branding
22. Why is it required ? New Product Big Competitors Late entry
Growing Indian market Misconceptions
23. Brand Elements Name Mr. Star Logo Orange coloured star
Tagline Makes you invincible Colour Scheme Orange & Black
Sounds
24. Brand Ambassador 1985 NESs Mario
25. Ad 1
26. 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
27. Brand Asset Valuator Differentiation (degree of difference)
Relevance (breadth of its appeal) Esteem (respect for the brand)
Knowledge (How familiar customers are)
28. Aaker Model Ten attributes of a brand that can be used to
assess its strength. HIP OR POPULAT DIFFERENTIATION BRAND
PERSONALITYSATISFACTION OR LOYALTY ORGANIZATIONAL ASSOCIATIONS
PERCEIVED QUALITY BRAND AWARENESSLEADERSHIP OR POPULARITY MARKET
SHARE PERCEIVED VALUE MARKET PRICE
29. BRANDZ MODEL Strong Relationship Bonding (Nothing beats it)
Advantage (compared to others) Performance (Can it deliver)
Relevance (Does it offer something) Presence (Do I know it) Weak
Relationship
30. Ad 2
31. Competitors in the market Red bull Xxx Burn Cloud 9
33. STRENGTHS Cheap. Non carbonated. Non - caffeine. Different
Flavours. Instant Energizer & hydrator. Ready to Drink
Concentrate. Marketing and distribution network. WEAKNESSES Brand
image. Low marketing budget. Consumer awareness Low demand in tier
2- tier 3 cities Considered as an Artificial/preservative based
product.
34. OPPORTUNITIES Good Market Potential. Upcoming Sector in the
Non-carbonated drink Segment. Increasing Awareness about
health.THREATS Established & Strong Players. Conventional
methods of Hydration still prevalent. Cheaper alternatives.
35. SEGMENTATION ,TARGET,POSITIONING
36. 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
AFTER EXHAUSTIVE FIELD ACTIVITIES PARTY ANIMALS
37. SEGMENTING TARGETING ANDPOSITIONING SHOULD BE POPULAR AMONG
YOUTH IN THE URBAN 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
39. DIFFERENTIATION PRODUCT DIFFERENTIATIONMAINLY THE HEALTHY
INGREDIENTS
40. DIFFERENTIATION
41. COST DIFFERENTIATION RS 30 to Rs 40 to Rs 60 Above R 40 50
to70 80We have been very sensitive in responding to our customer
survey. Thus theproduct is priced at rs 35. its just what the
consumers are willing to shell. competito redbull cluud9 burn Mr
star r price 80 65 75 35
42. Effects of the stratergy Major benefit : expected to sell
more cans than its competitor 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.
43. Timing stratergy We are not the first movers to bring the
product to the 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
44. Market challenger stratergy Flank attack : attack the
weekness of the competitor. Since redbull is a market leader with a
62% dominance in the market followed by cloud9 with 20 %
share.
45. Flank attack We choose to attack the weakness of the
competitor. 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 whereby our
sales representatives will be wearing tshirts reading say no to
caffiene
46. Marketing challenger Stratergy
47. By pass attack Again since its 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.
48. 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
in lower cost.
49. 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 in
need of energy.
50. Conclusion Mr.Star will be a caffeine free and taurine free
energy 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.
51. Conclusion Redbull, our major competitor can currently be
considered 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.
52. Conclusion Mr.Star will be an easy and healthy way to
acquire energy in the day to day hectic life. THANK YOU