Segments in the Market Since it appears that most energy drink consumer are college students, three segments of energy drink consumers were considered within the college-aged population. The first segment consists of heavy users who find effectiveness, taste, availability, brand name, mixability and price to be the important.
The heavy user segment can be further divided into two categories: Red Bull users and non-Red Bull users. Segment two is made up of health conscious users. The effectiveness, transportability, price and availability of low sugar, low carbohydrate or low calorie versions are important to users in this category.
The third segment is made up of athletes who find effectiveness and availability of low sugar, low carbohydrate or low calorie versions to be the two most important attributes.
The segmentation matrix in Appendix Exhibit E contains each segment and their rating of the importance of each attribute.
Costs, Contribution Margins The costs for any beverage, and particularly Rockstar, are broad. Advertising costs alone were 7. The profit margin before and after taxes of the industry were Marketing Diagnosis Following the Decision Tree for Marketing, we have decided to focus on trial for our target segment.
Industry Sales are increasing, and there is a great potential for Rockstar to surpass Red Bull as the industry leader.
Since Red Bull is heavily used in clubs and bars, Rockstar is equally capable of infiltrating the club scene to replace Red Bull. Based on customer interviews, awareness and knowledge of Rockstar are already present.
Rockstar Energy Drink Marketing Plan Essay by venny_m, University, Bachelor's, A+, March download word file, 17 pages download word file, 17 pages 9 votes/5(9). Rockstar Energy Drink Promotional Marketing Plan. Uploaded by Megan. Save. Rockstar Energy Drink Promotional Marketing Plan. For Later. save. Related. Info. Embed. Share. Print. Related titles. Business Plan of Energy Drink. Strengths The Rockstar Energy Drink UPROAR Festival has an established partnership with Child Find of America, 5/5(3). Rockstar Energy Drink Marketing Plan Essay Rockstar Energy Drink was founded by Russell Goldencloud Weiner, a doctor of nutritional enthomedicine, according to the Rockstar website. His parents, two renowned herbalists, helped to produce the Rockstar formulations.
Most people purchase Red Bull because of the reputation and availability. Some consumers in our interviews said that Rockstar is very similar to Red Bull in taste, quality, and effectiveness, and because of its competitive price compared to Red Bull, it is the preferred choice.
If more people actually experience this similarity as well, Red Bull users may convert to Rockstar. Compared to Red Bull, Rockstar has a minimal to non-existent advertisement campaign, which also plays a factor in its position in the energy drink industry.
Strategies to increase Trial will be to distribute samples and coupons, set-up point of sale displays, and hire sales staff to offer demonstrations at promotional sites. Target Segment The consumption of energy drinks by the heavy user segment contributes to the rapid growth of the industry.
The majority of energy drink consumers are in their late to early thirties. It is assumed that college students make up the majority of this group because college students often use energy drinks as alertness tools or energy boosters when studying or partying.
Therefore, it is reasonable that we should target heavy users within the college student population. Our target segment will be heavy Red Bull users in clubs and bars.
Rather than making changes to an already working core segment, we will try to increase the percentage of sales that come from users in the bars and nightclubs. Segment 2, the health conscious segment, chooses products based on factors such as price, transportability and low sugar, low carbohydrate or low calorie choices.
It is likely that this segment will purchase cheaper, healthy teas over energy drinks. Although Rockstar contains many healthy herbal ingredients, its main focus is to provide an effective drink that provides energy to its consumers. The similarity in taste and mixability between Rockstar and leading competitor Red Bull creates a big advantage for Rockstar.
In addition to having a great tasting formula, Rockstar exceeds Red Bull in its quality ingredients. As seen in Appendix Exhibit D, Rockstar contains many ingredients not found in other energy drinks.
It contains more vitamins, herbs and amino acids that any other energy drink. The milk thistle in Rockstar is also great for those who want help with their hangovers. Rockstar is offered at a much greater value, with its 16oz.
This difference in value makes it extremely cost-effective to have Rockstar replace Red Bull as a mixer.
The rock star image is likely to appeal to young, hip people who are interested in music, having fun and partying like a rock star. To make the product more appealing to energy drink users in clubs and bars, the packaging will be modified while retaining the same formula.
The can will be changed so that it can glow in the dark or under a black light. Since energy drinks are currently only being combined with vodka, we will place new mixer recipes each can.
The packaging will also be modified by making the smaller 8oz. Although the larger can size is more economical, such a large can is not required for mixing with alcohol.
A smaller can should be used in clubs and bars to ensure quality by maintaining the carbonation and coldness of the drink. The price will be proportionally decreased for the smaller 8oz. Its competitive price will give it an advantage over its competitors when trying to induce trial within the target segment.Rockstar Marketing Plan.
Admin; ; August 3, Rockstar energy drink therefore had to create more value to the customers than just being an alternative to soda or an alternative energy drinks among the many in the market.
|Access denied | r-bridal.com used Cloudflare to restrict access||His parents, two renowned herbalists, helped to produce the Rockiest formulations. Today, three formulas of Rockiest are on the market:|
|Segments in the Market Since it appears that most energy drink consumer are college students, three segments of energy drink consumers were considered within the college-aged population.|
|The decline of one product ultimately means there is another product that is on the emergence either as a direct substitute or a trend changer.|
For this to be achieved Rockstar had to satisfy the four utilities of customer value which are form, time, ease of. The main purpose of this summary of the AMP for an energy drink marketing plan is to highlight the main points.
Variety of analysis tools to develop and market segmentation in the marketing mix has provided valuable information. Rockstar Energy Drink Promotional Marketing Plan. Uploaded by Megan.
Save. Rockstar Energy Drink Promotional Marketing Plan. For Later. save. Related. Info. Embed. Share. Print. Related titles. Business Plan of Energy Drink. Strengths The Rockstar Energy Drink UPROAR Festival has an established partnership with Child Find of America, 5/5(3). Rockstar Energy Drink Marketing Plan Words | 17 Pages.
I. ROCKSTAR, INC. Rockstar Energy Drink was founded by Russell Goldencloud Weiner, a doctor of nutritional enthomedicine, according to the Rockstar website. More about Marketing Plan of Mother Energy Drink Essay. Xs Energy Drink Marketing Plan Words | 22 . The advertising plan will continue its grass-roots, non-traditional theme, which resonates strongly with Rockstar's demographic.
The advertising plan will include a short commercial description featuring musicians and athletes sponsored by Rockstar Energy. Rockstar Energy Drink Marketing Plan Essay by venny_m, University, Bachelor's, A+, March download word file, 17 pages download word file, 17 pages 9 votes/5(9).