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red Bull was the first successful energy drink in the market. But afterward companies realize that it is a very big market of those people who like energy drinks. So other companies also jumped in to share their part. Recently we have seen many companies in Pakistan, like Pepsi and Shezan, who have jumped in energy drinks business. One thing is common in all energy drinks that they are costly then other drinks; juices, malt, carbohydrate drinks etc. They have a special market which is increasing day by day. I haven’t seen a shift of people from their regular drink to energy drink but it acts as an add on in drink list. However some people prefer to go for energy drinks only. After lots of energy drinks in market, all are trying to compete each other in any way possible. They are trying to give a better taste because taste is the most prominent change in these energy drinks. Taste is not acceptable in mass market, however many are trying now to increase their market share by giving a different taste. Second thing is their price, they are trying to reduce the price to gather a larger share like a big company Pepsi have introduced their energy drink ‘Sting’ in just Rs. 60/- as compare to Red Bull the most famous energy drink costs above Rs. 100/- Thirdly they are working on distribution, trying to make their drinks available in all parts of the city, in every shop. Few energy drinks have different strategy to remain with their specific market.
The most famous energy drink in the market. It was the first one to introduce energy drinks in Pakistani market. Red Bull kept it’s price high and remain with their specific market they target. Their price is Rs. 125/- which makes it the most expensive energy drink in the market. I t is mostly available in posh areas of the city in start. Afterward there is a big change that they seek through an other interesting market and start to supply their bottles to Pan wala shops which was not bad at all. People over there start trying it and I think that idea didn’t catch by mass market because it’s hard to see Red Bull at Pan wali dukan anymore. They have shifted to Pepsi’s ‘Sting’.
all came in yellow family. One is the red family and other is the yellow family. This is available in green glass small size bottle with a plastic cap.I don’t like their taste much because it seems to me that I’m drinking any cough syrup. Yellow ‘Sting’. It is of Rs. ‘Booster’. for instance only ‘Red Bull’ and red ‘Sting’. Earlier I’ve tried Red Bull only and I thought that all energy drinks would be like cough syrup. ‘Power Full’. Second important thing is its price. Red family has its own taste and there are very few in this. Third interesting thing about Booster is its awesome taste. Though who are fan of Red Bull taunt to all other available energy drinks in market that they have sweeter taste. Booster Booster is a German energy drink brand. It attracts one from the start as one looks to its packing. It’s unique bottle design calls me to try it for once and then I become a regular customer of it for as long as Pepsico’s Sting jumped in. Ozo can be also count in yellow family but it has a little different taste.I’ve seen this rates in Hyperstar. Like all other energy drinks available in long think tin packs. Variations are like less sweet or more. All other energy drinks in market are from yellow family which has almost a same taste with little variations. etc. 45/. Its packing is different from all energy drinks in the market so it appeals you at the first place.but if one buy it from super stores or whole sale market then one might also get it at the price of Rs. This was the first energy drinks which makes a good impression of whole industry in my mind. It is also in different bottle rather than typical energy drinks thin and large tins. I’ve also compared Booster with Red Bull in my view. they have low distribution cycle which makes it hard to find. it is one of the cheapest energy drink in market after Ozo. . this is available in small. But this is an imported drink which is based in Germany so people would likely to trust the quality of drink. fat plastic bottle. Ozo There are two kind of energy drinks in the market. Most important thing about this energy drink is that is is available in few stores only. 50/.
Though some people like Power Full experience and it kept them awake for whole night.in retail market. Red Bull would be the oldest one but new energy drinks are taking their share and at one side they are reducing the share of Red Bull but at the other side they are creating a larger market for energy drink users.and for me sweet is good. It’s bottle didn’t attract me a lot but its red color on tin indicates me that it would be something like Red Bull. However it is less sweeter than Booster and people might like to have this instead of Booster. Many times I’ve thought to drink this but I didn’t find it in any store. Power Full promote their energy drink through road hoardings and I thought to give it a try. But it’s price is Rs. 80/. I would prefer Booster on Power Full. Speed . 45/. If they work on the availability of this drink then it could become beneficial for the company. I guess they all have started this year except few like Red Bull. If it serves the meaning of energy drinks then it could remain in the market otherwise I don’t see its space after lot of others with better efficiency and taste.Taste of this drink is acceptable but I haven’t tried it more because of its availability. Power Full Power Full is also a new energy drink in market. This is the cheapest energy drink in the market till now which costs Rs. Booster and Ozo which were available last year too. After opening the can I came to know that it is from the yellow family and after taking a sip I came to know that its taste is like Booster.
Shezan also introduced its energy drink with the name of Speed. Sting has add better taste in it. Earlier energy drinks was considered as a sour drink which people take to energize themselves and to wake up late at night. Sting Recently Pepsi introduced their energy drink in Pakistan with the name of Sting. I bought it for Rs. Well I tried it and found it out the typical yellow flavor energy drink like others mentioned above.whereas new energy drinks have tried to beat the prices. Speed has kept its price above which might attracts people about its quality and uniqueness. They have made it full of flavor with ingredients of energy drinks as well. They must have came in the market after lot of research. Though one person share his experience with Speed that he remain fresh whole night after having this drink. They checked the loop holes in energy drinks market and try to fix it from the product. Plus their price was like of Red Bull. Their packing is cool and I was looking for something different. count me in too. . It would be only one time try and then shift to other international brand like Booster which is giving same quality but in less rates. People in large loves it taste and most of them have started drinking energy drinks after the arrival of Sting. Neither the taste is new nor the low prices. less than Speed’s half price.After seeing lot of potential in energy drinks market. 120/.
is meant for action-oriented consumers —‘experiencers’ to be precise…young individuals who are impulsive. It additionally stimulates cell metabolism. Redbull’s effects are appreciated throughout the world by top athletes. as well as the dynamics of Redbull’s marketing strategy) was to review the nature of the product. once a . developed specially for periods of increased mental and physical exertion in humans. So our first task (in order to understand this consumer type. All this information is listed on the back of a Redbull can— but what you don’t find at the back of the can is the fact that Redbull is also highly addictive! Its addictiveness is fully recognized and appreciated by Mansur Khan. busy professionals. So the question that remains unanswered is: who consumes Redbull in Pakistan? What are his or her traits. might be little better in flavor. Most important about Sting to catch the mass market is its rates. the marketing head of Redbull Pakistan. Their energy finds outlets in exercise.They have introduced two flavors in energy drinks which I believe compete all energy drinks available in market. But when a big company like Pepsico came up with energy drink. Initially. Experiencers combine an abstract disdain for conformity with an outsider awe of others wealth. enthusiastic and rebellious. This clearly states that red bull is more common among the students. active students and drivers on long journeys.If a less price energy drink came in market. Sting yellow is exactly the same. Our research has showedthat 83% of students consume red bull while the reaming 17% are businessprofessionals. whether its price low. They are one of the cheapest energy drink in the market except a few like Booster and Ozo. sports. people would think about its quality and might not go for it. we were confused as to what to tackle first: the marketing strategy or the consumer profile? We figured that both the marketing and the communication strategy of Redbull in Pakistan were based on— or rather for— a very specific type of consumer. Sting can is of Rs. Redbull is an energy drink. people won’t question about its quality. He also realizes that not every consumer is a victim to it— only people who actually exert themselves physically or mentally directly after consuming a Redbull are prey. For all others who used yellow color and have their own specific taste. It aims at increasing performance. Taste is awesome and that is my favorite flavor energy drink. prestige and power. tastes and habits? It is clear that Redbull.People consume it once a week. and establish a consumer profile for it. outdoor recreation and social activities mostly teenagers and young men and women n Pakistan red bull is consumed more by the students. For competing Red Bull they have introduced their red berry flavor in red can. we tried to figure out the best way to go about completing a consumer analysis for Redbull. RED BULL TARGET MARKET While working on this report. concentration and reaction speed in order to improve the vigilance and emotional status of its user. as a product. 60/.
In our research54% percent of the sampled group considered brand name as the major influencingfactor and remaining considered other factors like price.And if you talk about the satisfaction level. Red Bull then worked to ensure that their brand was visible on the street: . mountain biking. then 70% of the customers are satisfiedwith the drink of his/her own choice. That drink can either be red bull or sting etc. So. calling it an 'anti-brand' strategy.there is no issue of availability.Customer usually consumes red bull because of its brand name. such as motor-sports. The firm avoided usual methods of marketing. A brand image was created and cultivated which associated the drink with youth culture and extreme and adventure-related sports. In our research we find out that 20% drink at work. thus spreading its 'left-field' appeal. snowboarding and dance music parties. The company faced additional problems in Pakistan where there were already many established drinks available. In other countries Red Bull's target consumer segment began to adopt nicknames for the product such as 'liquid cocaine' or 'speed in a can'. this clearly shows that they drink red bull for extra energy.We also find out through our research that 38% of target group like the taste of thered bull as compare to the other energy drinks.Red bull is easily available in the market because 61% of our target sample buys itfrom the convenience store and remaining 31% buy it from the retail stores.People usually consume red bull to gain extra energy so that they can easily absorbthe work load pressure. relying more on what is called 'buzz marketing' or word-of-mouth. 23%drink before deadline. packaging etc. REDBULL MARKETING STRATEGY IN PAKISTAN Some observers say that Red Bull's branding is revolutionary.If you ask the target market about the energy drink that comes first in their mindthan their answer will be ‘sting’ because our research has clearly showed that 60%prefer sting whereas 20% prefer ‘red bull’.month or more than once a week.
So the firm would rather restrict the drink's supply and not advertise it. These students would be encouraged to throw parties (as if encouragement was needed!) at which cases of Red Bull would be distributed. empty cans would also be left on tables in hot spots such as trendy bars. as it has become a mature brand within a saturated market.6 billion. By 2004. However. as the campaign appeared to endorse sexual violence. the following are some of the most serious: • The loss of its original consumer base. Designed to be eye-catching. giving the firm a low cost form of market research data. rather in Red Bull's case it used the youth 'underground' to spread the popularity of the drink. following complaints. How should the firm attract a new group of 16 year old consumers? . the Advertising Standards Authority (ASA) banned the posters. Cans of the drink were also given out free to people on the street who had been identified as being in need of energy. where health and energy drinks have seen sales double every year since their introduction.• • • • Using pick-up trucks as mobile displays. The company also set about promoting the Red Bull brand directly to Generation Y. When a firm tried to launch its own energy drink in 2002. its branding was aided by state intervention in countries like France and Denmark. The brand managers would then report back to the company. Red Bull was a spectacularly successful example of the strategy working even though as we see later. The lure of fast-growing profits in this market brought many competitors into the functional foods sector. expecting that growing numbers of target consumers 'catch the bug' and its reputation spreads. it tried to target 16-24 year olds with a poster campaign featuring barely clothed young people exhibiting wounds to their bodies. the worldwide energy drinks market was worth an estimated £1. The problem that Red Bull now faces is how to build on its incredible sales growth. Not all have been successful. More on this decision can be found on the ASA Web site. It is as if a company sees no need for traditional informative or persuasive communications. Red Bull had achieved a clear market leading position. clubs and pubs. as the 'millennial' become working adults. the so-called 'millennial': people born after 1981 who were believed to be cynical of traditional marketing strategies. painted blue and silver with a giant can of the drink mounted on top of the vehicle. Red Bull was given to club DJs. Part of this idea involved recruiting 'student brand managers' who would be used to promote Red Bull on university campuses. Many competitors have tried to employ similar marketing strategies and tactics in order to grab sales from the market leader. of course. As the drink was called 'Shark'. these devices were aimed at promoting the red bull brand as youthful and slightly 'off-the-wall'. The use of this kind of marketing strategy has become known as 'viral' marketing. Among the challenges that Red Bull faces. the relevance of the injuries seemed clear. with a 70% market share.
A sugar-free version was introduced in that year. Red Bull was banned in France and Denmark following the publication of these concerns. Pepsi as well as Asda/Wal-Mart. with their own brands seeking to gain a competitive advantage over the market leader. . such as Coca Cola. Until 2003. The mature market for energy drinks has attracted some of the global firms. As the health and energy soft drinks market has reached maturity. the company only produced one version of Red Bull.• • • Health concerns that have emerged in several countries over problems associated with high intake of caffeine. Red Bull is concerned that it is unable to target mass consumption in these countries. It is classified as a medicine in Norway and until recently could only be bought in pharmacies in Japan. Being over-reliant on a single brand.
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