PRINCIPLES OF MARKETING

M.BILAL KHAN (2642) I.U.G.C

Introduction of new product:

Rock energy drink has recently introduced in Pakistan market. ROCK energy drinks is a new generation energy drink. ROCK energy drinks increase endurance, improve reaction, speed and concentration, and increases your mental alertness. ROCK energy drinks have a unique blend of Guarana, Caffeine and Ginko to boost metabolism and keep you alert. ROCK Energy drinks are the ideal drink to give you that energy boost, and have a great Cranberry after taste.

Company overview

Rock Energy Drink is a brand of Quattro owns some of the most prestigious brands in wines and spirits. The company has built this impressive brand portfolio by choosing to cover a wide range of alcohol, non - alcohol as well as Ready-To-Drink beverages. Touch the untouched, cover the uncovered, favor the customer, passionate to the core - Quattro does it all with great finesse. Driven by young and dynamic team with strong market exposure, financial strength, techno commercial approach, socially responsible Quattro aims to make a mark with solid foot print in the alcobev industry.

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PRINCIPLES OF MARKETING

M.BILAL KHAN (2642) I.U.G.C

An

alcoholic beverage is a drink containing ethanol, commonly known as alcohol, although in chemistry the definition of an alcohol includes many other compounds. Alcoholic beverages, such as wine, beer, and liquor have been part of human culture and development for 8,000 years. Non-alcoholic beverages are drinks that would normally contain alcohol, such as beer and wine but are made with less than 0.5 percent alcohol by volume. The category includes drinks that have undergone an alcohol removal process such as non-alcoholic beers and de-alcoholzed wines. Ready-to-drink (RTD) is a term used to describe packaged beverages that are sold in a prepared form, ready for consumption. The term is typically used to contrast packaged forms of beverages that are also sold in forms that require preparation, for example Alcopops (wAn alcoholic beverage is a drink containing ethanol, commonly known as alcohol, although in chemistry the
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PRINCIPLES OF MARKETING

M.BILAL KHAN (2642) I.U.G.C

definition of an alcohol includes many other compounds. Alcoholic beverages, such as wine, beer, and liquor have been part of human culture and development for 8,000 years.

Ready-to-drink (RTD) is a term used to describe packaged beverages that are sold in a prepared form, ready for consumption. The term is typically used to contrast packaged forms of beverages that are also sold in forms that require preparation, for example Alcopohich can be prepared by mixing alcoholic beverages with fruit juices or soft drinks).

QUATTRO MARKETING & TACTICS FOR ROCK ENERGY DRINK IN ASIAN MARKET:
Since we know that marketing strategy decisions based on: I. To divide up markets into meaningful customers groups(MARKET SEGMENTATION) II. Choose which customer groups to serve(TARGET MARKETING) III. Create marketing offers that best serves targeted customers(POSITIONING)

MARGET SEGMENTATION

Rock energy drink is divided into many segments: a. Demographic segmentation b. Psychographic segmentation c. Behavioral segmentation d. Intermarket segmentation

Demographic segmentation
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PRINCIPLES OF MARKETING

M.BILAL KHAN (2642) I.U.G.C

GENDER: male oriented Because rock energy drink is a hard drink and considered as a male oriented drink. Female can also drink it but the image of rock energy is best suited for male. The brand ambassador Brett Lee is also an image building of sports person.

AGE : Adults and Teen Agers.

Psychographic segmentation

1. Life style: Achievers, casual student life style. 2. Personality: ambitious, adventurist, challenge acceptor.

Behavioral segmentation
1. Occasions:
a. Regular occasion: In lunch time. b. Special Occasion: Examinations, sports events. 2.

User status: first time user in Pakistan (introductory period of Rock Energy Drink Life cycle).

3. Benefits: stimulates the nervous system causing increases alertness, natural herbal Product improved mental alertness assess memory , improve blood circulation has anti- oxidant properties.

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PRINCIPLES OF MARKETING

M.BILAL KHAN (2642) I.U.G.C

INTER-MARKET SEGMENTATION
Rock is actually Australian based company which is now launched Rock Energy drink in Asian Market. They targeted all new generations with world wide marketing campaign.

TARGET MARKET
Rock Energy Drink is targeted in concentrated (niche) marketing because it is a new Product in Pakistani market and niche marketing is suitable for Rock Energy. Rock Energy Drink appeals new Generations, top athletes, busy professionals, active students, the stress manager, pressured journalist, exams – anxious students, overworked taxi driver on long journey’s, adventurers, hard working class, ambitious, achievers, challenge acceptor “TRY IT IF YOU CAN HANDLE IT” and it is used by surfers in the summer and snow boarders in the winters and all those who want to enhance their performance and boast their energy.

SOCIALLY RESPONSIBLE TARGET MARKETING
Rock Energy Drink is also played a role of social responsible and appeals target market with some instructions. For example: they mention recommendation and not recommendation Rock Energy Drink canes. “Not recommended for children, pregnant or lactating women or caffeine sensitive persons, Recommended daily allowances is 2 canes”

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PRINCIPLES OF MARKETING

M.BILAL KHAN (2642) I.U.G.C

POSITIONING FOR COMPETITIVE ADVANTAGE
COMPETITORS: 1. Red Bull Energy drink 2. Mountain Dew Energy Drink

Red Bull is the major competitor of Rock Energy Drink. The comparison between them according to:

RED BULL INGREDIENTS
• • • • • TAURINE (AMINO ACID). CLUCURONOLACTONE (CARBOHYDRATE) CAFFEINE B-GROUP VITAMINS. GLUCOSE

ROCK ENERGY DRINK INGREDIENT
Rock Energy Drink have three key active ingredients to give a boost of energy , improved concentration and take you to the next level, beyond anything ever experienced in Rock are :

GUARANA : CAFFEINE

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PRINCIPLES OF MARKETING

M.BILAL KHAN (2642) I.U.G.C

• • •

GINKGO-BILOBA TAURINE USE NATUARAL SUGAR

The competitive advantage of Rock on red bull ingredients are: GUARANA – a natural berry native to the Amazon and common in Brazil. Guarana is an effective energy booster and is reputed stimulant, set to increase stamina and physical endurance GINKGO-BILOBA – is a natural product. It is known to improve mental alertness, assist in memory, improve blood circulation and has antioxidant properties.

VALUE PROPOSITION:
(Full Positioning of Rock Energy Drink)
Because there is no any major competitive advantage in ingredients of Rock and Red bull. Only MORE FOR THE SAME POSITIONING STRATEGY - rock energy drink attacks its competitors more for more offer comparable taste and quality but at a lower price Red Bull energy Drink price is Rupees 200/Where as Rock Energy Drink is offering 250 ml cane in only Rupees 100/(introductory price).

POSITIONING STATEMENT

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PRINCIPLES OF MARKETING

M.BILAL KHAN (2642) I.U.G.C

“Rock energy drink is a new generation energy drink delivering real taste and real energy. Rock enhances your performance and gives you a real energy boost. Try it if you can handle it. Rock energy delivers real fast.”

MARKETING MIX
WITH EXTENSIVE DEVELOPMENT AND RESEARCH WE BRING YOU ROCK ENERGY DRINKS. ROCK energy drinks will increase physical endurance, improve reaction speed and concentration, increase your mental alertness and help to eliminate waste substances from the body. Together, the ingredients including Guarana and Ginkgo can boost metabolism, blood circulation and the central nervous system. ROCK Energy Drink helps the body break down toxins and give it a fresh supply of energy it needs quickly and effectively. ROCK Energy Drinks are ideal for those who want to feel awake. ROCK is available in 250ml cans individually or in 4 packs as well as 330ml bottles individually or in 4 packs. SUGAR FREE ROCK COMING SOON, SAME GREAT TASTE, NO SUGAR, SAME ENERGY! Product Price: Rock is available in 250 ml cane individually or in a 4 packs as well as 330ml bottles individually or in 4 packs. Sales Promotions: They are doing sales promotion by universities and colleges campaigns. Advertisement: Through radio and video. Place: Available every nearby Retailers

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