...Red Bull and Rockstar are competitors in a growing market place that will be worth $1,826,300,000 by 2009 (Snapshorts International LTD). The energy drink market had been growing exponentially; but in the recent years growth has been decreasing. How can energy drinks cope with a dwindling market place? Along with dwindling growth, competitors Red Bull and Rockstar have to deal with smaller startup companies trying to steal market share. This report will analyze market share reports from Snapshots International LTD, as well as many other sources. One company that wasn’t even on the top 5 list in 2005, Monster, is now the second biggest competitor in the market place in 2009. Is there a correlation between energy drinks that sponsor sports events or more of a correlation to sponsored athletes? This report will also examine Price, Place, Product and Promotion that Red Bull and Rockstar use. There is a 50/50 split with energy drinkers and non drinkers alike, how can energy drinks expand their sales outside of the energy drink market. This report will also analyze results from Google trends which shows a graphical analysis of search hits. Along with secondary research, this report also includes a primary research section. Included in this section is a survey posted to Survey Monkey.com. With 100 respondents this survey finds out the primary concerns and preferences of energy drink consumers and non-drinkers as well. Broken down within this section are results from Red Bull drinkers...
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...BRAND AUDIT- RED BULL Index Table of Contents Introduction to brand audit.................................................................................................. 1 1.Background of energy drinks ................................................................................................. 3 2. Market analysis of energy drinks ………………………………………………………………………………. 4 3.Red Bull……………………………………………………………………………………………………………………………. 7 4.Integrated marketing communication channels………………….……………………………..………….13 5.Survey Analysis……….……………………………………………………………….…………………..……………….22 6.Red Bull brand………………………………………………………………………………………………………….……29 7.Competitor analysis………………………………………………………………………………………………………..38 8.Red Bull positioning…………………………………………………………………………………………………..….40 9.SWOT analysis……………………………………………………………………………………………………….………42 10.PESTEL analysis……………………………………………………………………………………………………..…….43 11.Supply and distribution of red bull………………………………………………………………………….…….45 12.Red bull in news…………………………………………………………………………………………………………....46 13.Reccomendations…………………………………………………………………………………………………………. 50 References Exhibit(survey questions)………………………………………………………………………………………………….53 2 INTRODUCTION TO BRAND AUDIT A brand audit is a thorough examination of a brand’s current position in an industry compared to its competitors and the examination of its effectiveness. When it comes to brand auditing, five questions should be carefully examined and assessed. These five questions are how well the...
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...Johanna Campbell ESOMAR Consumer Insights, Dubai, February 2009 Circling the square – converting consumer insights into actionable recommendations Crystal Nathan The Nielsen Company, Australia Johanna Campbell Frucor Beverages, Danone, Australia PREAMBLE “My goal is simple. It is a complete understanding of the universe, why it is as is and why it exists at all.” Stephen Hawking Although the goal is termed as simple, it is a monumental albeit fascinating task and qual research often gets endowed with that task in a marketing environment. Hence, the hunt to explain the reasons behind a particular phenomenon or phenomena and arrive at insightful solutions continues. Having said that, Qualitative research also comes under the axe for producing results that are “too conceptual and airy/fairy” or “not robust enough to be actionable” or as the ubiquitous client would put it “telling me things that I already know” or better still “not giving me enough insights”. So how does one combat this? To the authors of this paper, the answer lies in not just adopting the proverbial “thinking out of the box” route but also identifying the insights and enclosing it with actionable recommendations … thus circling the box or square. (see Figure 1.) Downloaded from warc.com 2 Figure 1: Circling the square Whilst one has a fair understanding of what an insight is, how does one identify it? To us, an insight is always “in sight”. it lies there waiting and wanting to be discovered...
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...SOFT DRINKS IN INDIA Euromonitor International July 2014 SOFT DRINKS IN INDIA Passport I LIST OF CONTENTS AND TABLES Executive Summary ..................................................................................................................... 1 Soft Drinks Records Further Growth in Value Sales ................................................................. 1 Launch of New Flavours Maintain Consumers’ Interest Amidst Slowdown .............................. 1 Competition Between Coca-Cola and PepsiCo Becomes More Aggressive ............................. 1 Modern Retailers Gain Further Popularity ................................................................................ 1 Sustained Sales Likely To Record Steady Growth in Sales ...................................................... 1 Key Trends and Developments .................................................................................................... 2 Manufacturers Focus on Introducing New Flavours.................................................................. 2 Celebrity Endorsements Remain As Popular Promotional Tool ................................................ 2 Modern Retail Gains Further Popularity.................................................................................... 2 East and Northeast India .......................................................................................................... 3 North India ....................................................
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...Mass Communication Reaction paper 1 A) How do we in contemporary society make use of mass media: transmission of culture selective exposure, source of information, entertainment, etc.? Contemporary society makes use of Mass Media in many ways. One example is the exposure of favored information through beliefs, attitudes, and decisions. Twitter a social networking site has brought many towards opinions of from many races on todays world event and celebrities. Twitter starts with a tweet and is then re-tweeted to several people to expose the trend. It also allows for a communication with celebrities and who is following whom in order to be a part of his or her’s opinions and be up to date with their daily activities. Another way that the contemporary society uses Mass Media is through commercials. Commercials are a great way of being able to influence what he or she is thinking and lead to a decision based on the commercial. For example, In sport games there will be a big amount of pizza commercials that allow the person if he has a group of friends over his house to order a pizza in hope that he does not miss a minute of the game. Lastly a good commercial on microwable foods will feature an emphasis on quality and how fast it is prepared. Stouffers lasagna is a popular dinner that feeds a family of 3-4. Companies like Red bull pay people to drink their energy drink in hopes to get an opinion of a new taste that they are testing such as Coca cola vs Pepsi commercial that highlights...
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...day-to-day challenges are the keys to stress management, which is perhaps the most important ingredient to living a happy, healthy and rewarding life.”. Along with this statement comes health related problems that we have to keep an eye out for. I have been told plenty of times before, “We are what we eat”. Statistics say that ⅔ of adults are overweight. One of the reasons this is the case is because of all the negative food possibilities our surroundings have to offer. Sugary drinks and energy drinks are favored more because of their taste and hype they have to them. Even...
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...Table of Contents Problem Statement………………………………………………………………………… 2 Situation Analysis…………………………………………………………………………... 2 Market and Segmentation Analysis……………….…………………………………. .. 3 Key Factors ………………………………….……………………………………………. 3 Alternative Analysis………………….…………………………………………………….. 3 Recommendations ………………………………………………………………….…….. 7 Action Plan…………………………………………………………..…………………..... 8 Problem Statement: Vincor must choose the best product characteristics, positioning, branding, packaging and distribution strategy to introduce their new alcoholic beverage product in the refreshment market. Situation Analysis • Objectives: • • Vincor’s objective is to have at least a 3-year lifespan in the market, since this would be considered ‘successful’ in the refreshment industry. Unsuccessful products were pulled from the shelves within their first year. 1 • • Background: In 2004, Vincor was the world’s eighth largest producer and distributor of wine and wine-related products. In Canada, Vincor was the market leader with 21% market share. The refreshment category was an important part of Vincor’s business in Canada, and was driven primarily by its Vex and Grower’s Cider brands, each of which sold nearly one million cases in 2005.1 In 2004, refreshments were a $230 million dollar industry in Canada. However, the refreshment category within the alcoholic beverage industry shrank by 6% year over year. Each province...
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...Introduction In these days, people are working in such a fast pace. Therefore, coffee has become one of the most favorite kinds of drinks. Many people drink coffee to be able to work or study more effectively. When they feel so tired, some employees or students will need a five or ten minutes break just to drink a cup of coffee. Moreover, someone even have drinking coffee as one of their hobbies. Therefore, in these days, it is quite easy for consumers to buy a cup of coffee at one coffee shop, a can of coffee from the vending machine, or just get some instant coffee sachets at the supermarket. When people think about coffee, they will think of some popular brands, such as, Nescafe, Starbucks, Gloria Jeans, etc. However, it is the fact that, according to the BBC News in 2012, Vietnam has just surpassed Brazil to be the world’s largest coffee exporter. (BBC , 2012). Furthermore, G7 Coffee– the major product from Trung Nguyen Group – the greatest coffee company in Vietnam – also has high quality like the coffee of those brands. And thus, there are some questions arising from this fact, “Why doesn’t the G7 Coffee from Vietnam become as famous as the coffee from those popular brands, in all over the world?”, “Can it be?” and “How can it?” Background Trung Nguyen Group was established in June 16th, 1996. At that time, it was just a small company in Buon Me Thuot, which is one of the three main highlands for growing coffee in Vietnam. Nowadays, according to Trung Nguyen’s home page...
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...Entrepreneurship Integrating Values - The Legality, Morality, and Social Responsibility of Caffeine-Alcohol Drinks Introduction The subject of this paper being presented is a specific review of how Phusion Projects, maker of the Four Loko alcoholic drink, acted between 2005 and 2010 in regards to their operation within the caffeinated alcoholic drink market. The paper will review the FTC and FDA legal issues specific to 2010 that were filed against Phusion Projects. There will be 3 different ethical theories used to determine how the company morally acted in their choices. The ethical theories that will be used are Utilitarian, Kantian, and Machiavellian views. Finally, we will review how Phusion Projects handled their social responsibilities. We will be limiting the focus of the paper to the decision to operate within the caffeinated alcohol energy drinks and the marketing decisions made by Phusion Projects. Their actions were important because they forced the government to ban the niche market they had worked so hard to operate within. To better understand the case we have included this brief overview of the market and specifics to Phusion Projects and the Four Loko product. Phusion Projects was formed in 2005 by a group of 4 friends. They chose to enter the alcohol energy drink market based on current drinking trends at that time. Red Bull and vodka was very popular and a new market introduction from Sparks in 2002 had a growing market. Phusion Projects...
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...Breaking Down the Chain: A Guide to the soft drink industry aCknowleDgments this report was developed to provide a detailed understanding of how the soft drink industry works, outlining the steps involved in producing, distributing, and marketing soft drinks and exploring how the industry has responded to recent efforts to impose taxes on sugar-sweetened beverages in particular. the report was prepared by sierra services, inc., in collaboration with the supply Chain Management Center (sCMC) at rutgers university – newark and new Brunswick. the authors wish to thank kristen Condrat for her outstanding support in all phases of preparing this report, including literature review and identifying source documents, writing, data analysis, editing, and final review. special thanks also goes to susanne Viscarra, who provided copyediting services. Christine fry, Carrie spector, kim Arroyo Williamson, and Ayela Mujeeb of ChangeLab solutions prepared the report for publication. ChangeLab solutions would like to thank roberta friedman of the yale rudd Center for food Policy and obesity for expert review. for questions or comments regarding this report, please contact the supervising professors: Jerome D. Williams, PhD Prudential Chair in Business and research director – the Center for urban entrepreneurship & economic development (Cueed), rutgers Business school – newark and new Brunswick, Management and Global Business department 1 Washington Park – room 1040 newark, nJ 07102 Phone: 973-353-3682...
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...12 Determants of Demand 13 Forecast Model 15 Forecast Error! Bookmark not defined. Summary 15 Works Cited Introduction With the economy in trouble, the stock market tanking it is important to start your day with a good cup of coffee to take on these challenges. Can Starbuck’s sustain it business model and place in the market? The paper examines Starbucks business and it respective practices. In 1971, the original Starbucks opened in Pike Place Market in Seattle, Washington by three partners named Jerry Baldwin, Zev Siegal, and Gordon Bowker. Their focus was to sell coffee beans and equipment. They purchased green coffee beans from Peet’s, a specialty coffee roaster and retailer, during their first year of operation. Later, they began buying coffee beans directly from the growers. In 1983, an entrepreneur by the name of Howard Schultz joined the company; Schultz felt that the company should sell coffee and espresso drinks as well as coffee beans. The partners felt that selling coffee and espresso drinks would take away from their primary focus of selling coffee beans. Since the idea did not work, Schultz started his own company called II Giornale coffee bar chain in 1985. In 1987, the original owners of Starbucks sold their chain to Schultz’s II Giornale. Schultz changed II Giornale outlets to Starbucks chains and quickly began to expand. Starbucks coffee has grown into the...
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...12 Determants of Demand 13 Forecast Model 15 Forecast Error! Bookmark not defined. Summary 15 Works Cited Introduction With the economy in trouble, the stock market tanking it is important to start your day with a good cup of coffee to take on these challenges. Can Starbuck’s sustain it business model and place in the market? The paper examines Starbucks business and it respective practices. In 1971, the original Starbucks opened in Pike Place Market in Seattle, Washington by three partners named Jerry Baldwin, Zev Siegal, and Gordon Bowker. Their focus was to sell coffee beans and equipment. They purchased green coffee beans from Peet’s, a specialty coffee roaster and retailer, during their first year of operation. Later, they began buying coffee beans directly from the growers. In 1983, an entrepreneur by the name of Howard Schultz joined the company; Schultz felt that the company should sell coffee and espresso drinks as well as coffee beans. The partners felt that selling coffee and espresso drinks would take away from their primary focus of selling coffee beans. Since the idea did not work, Schultz started his own company called II Giornale coffee bar chain in 1985. In 1987, the original owners of Starbucks sold their chain to Schultz’s II Giornale. Schultz changed II Giornale outlets to Starbucks chains and quickly began to expand. Starbucks coffee has grown into the...
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...Strategic Positioning and Sustainable Competitive Advantage in Food Industry Abstract Purpose – This paper examines the concepts of sustainable competitive advantage (SCA) and strategic positioning (SP) and seeks to develop a framework on determinants of SP and SCA in the food industry following the case study approach. Design/methodology/approach – This paper analyzes the concepts of strategic positioning and sustainable competitive advantage and their interrelation. The qualitative study of three beverage producers is conducted. Cases are analyzed based on the theoretical models discussed in the first part of the paper. Findings - This paper provides comparison of positioning strategies and SCA of three international beverage producers. The theoretical framework on determinants of these concepts was developed and applied for case study. The concepts of SCA and SP are interchanging, but from the case study it was not possible to conclude whether one leads to another. There is no single theory found which would be universal in explaining the success of the brands. Companies are complex structures and their success depends on many different elements which should be analyzed in combination. Research limitations/implications – The findings are based solely on the case analysis of three unique beverage companies. To generalize conclusions the research of other companies in food industry on possession of SCA and their positioning strategies is needed. Not all firsthand information...
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...students have already learned in Grade 8 how the body breaks down food into forms that can be absorbed through the digestive system and then transported to each cell, which was on the other hand discussed in Grade 7 to be the basic unit of life. The learners have also discovered that cells divide to produce new cells by mitosis and meiosis. They have understood that meiosis is an early step in sexual reproduction that leads to variation. Students have been introduced to genetics to be able to appreciate evolutionary differences among species. Learners have also found out that biodiversity is the collective variety of species living in an ecosystem, and by studying the ecosystem; they have come across the various cycling of materials and energy transformation. DRAFT April 29, 2014 All modules in Grade 9 Unit 1-Living Things and Their Environment present student-centered activities that will allow the learners to discover and develop concepts that they may consider useful to their everyday life. At the end of each lesson, key concepts are provided for the students to grasp ideas and information that they will remember even after they have left school. Instructional activities are designed to build up the students’ knowledge, understanding, skills, and ability to transfer learning. The modules generally use authentic assessment for the students to perform real-world tasks demonstrating meaningful application of essential knowledge and skills. There are four modules in this quarter...
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...Quilliam and Bill Dundulis at the Rhode Island Department of Health for their honesty in answering my pointed questions and insights into government regulations when funding is a challenge. To my sister, Elena, for her endless patience and support, and especially for her late-night company in the Science Library Friedman Study Center. To my father, Luther, for advising me to work on my thesis early in the year, advice I listened to carefully, agreed with, but never quite followed through. To my mother, Joanne, for never doubting my ability to achieve goals that are seemingly out of reach and for standing behind me as my biggest fan. To Susie and Rich Friedman for ensuring that the Friedman Study Center Café is always equip with coffee and Red Bulls. And to Jackie for keeping me entertained. To Brown University for creating the space conducive to making the many friends I’ve made here who have shaped my person and who I will always remember. 2 3 Executive Summary In...
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