Industry

Analysis
On
Beverage
Industry
PRESENTED BY:- Group 4

Anchor
faculty:Prof. S. K.
Biswal

Abhilipsa Panda-1406260002
Ayush Khedaria-1406260009
Priya Jaiswal- 1406260036
Rounak Singh Saluja-1406260055
Siddharth Mahapatra1406260064

Plan Of Presentation

CONTD.

What is beverage???
BEVERAGE is a drink specifically
prepared for human consumption.
All kind of liquid except water are
called beverage.
beverage although consit some
percentage of water in it.

History of beverage industry

People congregated at the local soda fountain in the late 1880s, sat
at ornate fountains and ordered a fizz-bubbling beverage in a glass.
Later on part of the fun of drinking a bottled carbonated beverage
was the excitement of opening the bottle. Whether you pushed the
stopper in, or snapped loose the clamp, you didnt know whether the
contents would open with a 'pop' and then foam, spurt, gush, fizzle
or lay limp within.
Although many were entering the bottling trade, soft drink
production was still considered a seasonal business, with activity
centered during the warmer months.
Soft drink sales expansion was also limited in the early 1900s by the
limited number of available outlets and the consumers restricted
mobility.

Contd
Bottlers could only make their products available where
people congregated, and that often meant delivering
beverages by wagon to the general store, town picnic or
church social.
Obviously, the development of the motor car and truck
had a profound impact on the pattern of beverage
consumption.
The automobile made a trip to the corner grocery a
more frequent event and also created the 'roadside
stand' as a place to stop for a cold bottle of sodas.

Overview of Beverage
industry
The beverage industry in India occupies USD 230 million
market in the USD 6.5 billion food processing industry in
India
The major sectors in beverage industry in India are tea and
coffee which are not only sold heavily in the domestic
market but are also exported to a range of leading overseas
markets.
Among the hot beverages manufactured in India, tea is the
most dominant beverage that is ruling both the domestic
and international market even today.
The supply of tea and coffee is insurmountable in the Indian
beverage industry.

Contd
The taste factor in tea varies according to the taste of individuals
in different countries and the beverage companies in India
manufacture the products in accordance with the taste of the
individuals.
The soft drink market such as carbonated beverages and juices
constitutes around USD 1 billion producing 284 million crates per
year.
Pepsi and Coca cola are the two leading brands in the Indian
market.
The mineral water market in India is a USD 50 million industry
and produces 65 million crates. Around 4.9 million crates is
usually consumed each month but it rises to 5.2 million crates in
the peak season.

Beverage Companies in
India
Fruit juices, pulp and concentrates, and sauces or ketchups
are doing very well in the beverage market in India for the
past few years.
Various milk products, health beverages, beer, and country
liquors have also been contributing largely in the rising
demand of beverages in India.
The leading beverage companies in India are also exporting
various products especially tea and coffee to the international
markets every year.
Tea and coffee have registered an excellent growth in the
Indian beverage market as these are the most preferred
drinks purchased excessively around the world.

Contd
Among all the leading beverage companies in India,
Coca cola has accounted for a thriving growth since its
inception. It occupies around 60 percent of the
carbonated drink sector in the Indian beverage industry.
Another predominant brand in beverages is Nestle India
Limited which occupies 61.85 percent of the total Nestle
S.A. Switzerland. The Nestle products are hugely
exported to Russia apart from selling in the domestic
market.

CLASSIFICATION

TYPES OF BEVERAGE
Milk(AMUL, Omfed)
Tea(TATA Tea, Brooke Bond, etc)
Coffee(Nescafe, Bru, etc)
Alcohol(Jack Daniels, Black Dog, Bacardi, etc)
Water(Aquafina, Bisleri, Blue, etc)
Juice(Tropicana, Real, etc)
Energy Drink(Red Bull, Monster, Gatorade, etc)
Soft drinks(Fanta, 7up, Thumbs up. etc)
Health beverage (Horlicks,Bournvita etc)
Others- lassi , sodas , etc.

Key players of beverage

industry

PepsiCo
Coca-cola
Nestle
Red Bull Gmbh
Tata tea
UB Group
SABMiller India
Sula Wines
Godrej Hershey Foods
Amul
Woodford reserve
Organic Valley
Snapple
Dr. Pepper Snapple group
Jones soda

Sales

Distribution Channel
Manufacturer

Agents

Wholesalers

Retailers
Consumers

SWOT ANALYSIS OF
BEVERAGE INDUSTRY
Serves basic consumer
needs
Low cost
Large and growing
market
Available in different
flavors

Companies are increasingly

outsourcing logistics to
concentrate on
manufacturing and
marketing.
The growing segments in
India could offer good

Old technologies
and poor working
conditions.
Weak R&D
Import procedures
are slow.

The biggest threat

facing by beverage
manufacturers working
in India is misbranding,
which misleads third

5 Major Players of
Beverage Industry In
India.

OUR SEGMENT

ENERGY DRINK

3 main players in energy

drink segment

Red
Bull

Monster

Gatorad
e

COMPANY PROFILE
Company - Red Bull GmbH
Owned by -Austrian businessman and former
Procter & Gamble marketing manager
Dietrich Mateschitz .
Type - Private
Founded - Austria (1984)
Product Energy Drink.
Website- www.redbull.com

History

This drink had already been in existence under

the thai name Krating Daeng which means Red
Bull.
Firstly the product was available only in Austria for
first Five years . After that it was introduced in 25
markets including western & Eastern Europe, South
Africa and New Zealand by 1997.
Today Red Bull is available in more than 167
Countries.

Location
Main Headquarter
Red Bull GmbH
Fuschl am See, Salzburg,Austria.
Indian Headquarter
RED BULL INDIA PVT. LTD
1st Floor B Wing
Atrium, Kanakia Spaces, Chakala, Andheri Kurla Road
Andheri (E)
Mumbai 400059

Key Personnel
Managing Director Cum Founder-Dietrich
Mateschitz
Partner-Chaelo Yoovidhya
Signing Authority : Rudolf Theierl
Walter Bachinger
Dr. Volker Viechtbauer
Dr. Roland Concin
Dr. Manfred Hckel

MISSION
"We are dedicated to upholding Red Bull standards, while
maintaining the leadership position in the energy drinks
category when delivering superior customer service in a
highly efficient and profitable manner. We create a culture
where employees share best practices dedicated to coaching
and developing our organisation as an employer of choice.

VISION
People: Be a great place to work where people
are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality
Beverage that anticipate and satisfy peoples
desire and needs
Partners: Nurture a winning network of customers
and suppliers, together we create mutual, enduring
value.
Profit: Maximize long-term return to share owners
while being mindful of our overall responsibilities
Productivity: Be a highly effective, lean and fastmoving organization.

logo

punchline
"Red Bull gives you
wiings !!! "

MARKETING MIX OF
REBULL

PRODUCT
PRICE
PLACE
PROMOTION

PRODUCT
Red Bull can be called as a pioneer in the energy
drink category worldwide.
In India too, Red Bull was the brand that created
the energy drink category.
The brand came to India in 2003. Although the
brand has been keeping a low profile compared to
the Cola majors , Red Bull has created a category
of energy drinks in the Indian market.

PRODUCT LINE
Core red bull products:Red Bull Original
Red Bull Energy Shot
Red Bull Sugar free
Red Bull Total zero
Red Bull Cola

Limited Edition:Red Edition

Blue Edition
Silver Edition
Lime Edition
F1 Edition
Latest Edition:Total Zero Orange Edition
Total Zero Cherry Edition
Red Bull Summer Edition

COMPETITORS
BIGGEST COMPETITORS:1. Monster
It holds second position in the market and is giving tough competition to Red Bull.
Biggest variety of products available in the market.
80% of total sales in US market.
Presence in around 70 countries.
2. Rockstar
It holds 3rd position in the market after Red Bull and Monster.
15 different products.
Present in more than 28 countries.
3. Others
Amp
Nos
Full Throttle, etc.

PRICE
Premium
Pricing
Strategy
10% greater
than the most
expensive
competitor

The best
of class
positionin
g

PLACE

We dont bring the product to the

people, we bring people to the product.
- Dietrich Mateschitz

DISTRIBUTION STRATEGY
Intensive distribution aims to provide
saturation coverage of the market by using all
available outlets such as:
Super markets
Gyms
Coffee Houses: Starbucks, Subway, Barista,
Costa Coffee, Caf Coffee Day
In n Out Convenience Stores.
Pizza Outlets.

PROMOTION
To ensure accuracy & relevance of the
message thorough understanding of the
audience's needs, emotions & activities is
required.

Promotional Strategies

Sampling
Program

Event
Sponsorship

Athlete
Endorser

Advertisemen
t

Sampling Program
Targeting places
where people needs
or wants energy
drink.
Located at concerts,
parties, fest,
sporting events,
campuses, etc.
Hire energetic
college students to
be red bull student
brand manager.
Equipped with Red
Bull branded vehicle
and accessories.

ATHLETE ENDORSER
Make Red Bull available
at competition- allowing
athletes become
authentic user .
Athletes use Red Bull
for its stimulating effect
creating awareness
among their audience.

Red bull put its logo on

athletes Equipment.

EVENT SPONSORSHIP
Controls all
aspects of the
event
Reinforced the brand
positioning as an
independent
stimulating beverage

Events enhanced Red

Bull visibility
Unique events
attracts media
coverage

ADVERTISING
KEY FACTORS:What image do we want to portray?
What product or service do we want to emphasize?
How much money we can spend?
When is the right What target market do we want to reach?
time to advertise?

MEDIUMS OF
ADVERTISING

E- media
Print Media
Outdoor media
Sponsoring
Red Bull Tour Bus

E-MEDIA
Ad Campaigns on Prime TV channels such as NDTV
good times, MTV, Channel V, Zoom, VH1, Star World &
a few more.
Red Bull prepares ads on humorous and witty cartoon ,
transferring the message that this energy drink helps you
to escape by giving you wings .
Ads on e-mail, social networking sites, radio, mobile, etc

PRINT MEDIA

Ads on
newspapers,
magazines,
journals, etc.

OUTDOOR MEDIA

Ads on
billboards,
hoardings,
etc

Sponsoring
Red bull promotes their products through sponsoring
EVENTS

F1 RACING
TEAMS

ATHLETES

BIKERS

MUSICIANS
DJs

RED BULL TOUR BUS

Unique concept introduced by redbull for
promoting its brand name.

CUSTOMER SEGMENT
Red Bull basically targets those customer
which are in age group of 18-25 years.
Red Bull also try to focus on college
students.

ANALYSIS PART

 Redbull has a powerfull

brand.
Category leadership.
Brand identity(Premium).
Disruptive marketing
strategies.
Greater market share than
competitors.
Strong distribution process.
Broad geographic presence.

Narrow product line.

Controversial taste.

Health concern.
Competitors had
Product line extension.

saturated the market

Growing market

with same type of

segment.
Emerging markets.

ingredient at a lower
price.

 Age limits should be set on

purchasing.
Legal restriction to access new
markets.
Prone to tax increase based on
health Issues.

Pre Delivery Inspection and

Consumer Expenditure .
Rising disposable incomes
encourage premium purchases
Major soft drink manufacturers
have been attracted to the sports
and energy drink market partly by
the premium prices that currently
exist for these products.

Negative Health concerns

Global warming
Increasing consumer concern
around diet and personal health

Improved manufacturing techniques and

process could lead to lower prices.
Innovation within the market new
products looking for ultimate hangover
cure .
Internet makes easier to reach new
markets and consumer more efficiently.

Porters Five Forces

COMPETITIVE
RIVALRY(MEDIUM)
Market leader.
Red bull holds 70% of the market share of world
wide energy drink segment.
Growing market.
Red bull avoid to fall in a price war.
Industry growth enhance rivalry.
e.g-Monster, Rockstar, Gatorade, Burn, etc

THREATS OF NEW
ENTRANTS(MEDIUM)
Red bull is protected by certain barrier to
entry:
Brand Image, Experience & Reliability.
Distribution channels priority.
Economies of scale.
High investment needed.

THREATS OF
SUBSTITUTES(HIGH)
Non- caffeinated energy drinks.
Organic energy drinks.
New substitutes products may have low
price.

SUPPLIERS BARGAINING
POWER(LOW)
Simple ingredients(caffeine, taurine,
vitamin B, sucrose and glucose).

BUYERS BARGAINING
POWER(LOW)
BUYERS ARE NOT PRICE SENSITIVE.

TOTAL CANS SOLD

This below statistic presents the number of Red Bull
cans sold worldwide from 2011 to 2013.
In 2011, about 4,083 million cans were sold
throughout the world. From 2011 to 2012 Red Bull's
global can sales increased by 12.8 percent to about
5,226 million..

Source- Statista 2015

Revenue Collected In Billion (US $)

Source :- www.statisticbrain.com

Red bull is neither listed in Bombay Stock Exchange nor

in National Stock Exchange.

RESOURCES/
SUSTAINABILITY
Created production techniques to
minimize more than 5,313 tons of co2
emission.
80% of energy used for production comes
renewable resources.
Developed ECO can coolers(six ECO can
coolers use as much power as one light
bulb to refrigerate their cans).

Company profile:
Type-Public
Traded as-NASDAQ
Founded-2002(as Monster)
Products-Soft Drinks, Natural juices
,Energy drinks
Net Income-US$338 Million(FY 2013)
Total assets-US$1.420 MILLION(FY 2013)
Website-www.monsterbevcorp.com

LOCATION
Headquaters:Corona, California,
United States

History
Before 2002,Monster Beverages was known as
Hansen Natural Coorporation. Hansen was selling
fresh juices and natural soda. Inspired by the
success of Austria-based Red Bull GmbH, the
company introduced its first energy drink in year
1997.The drink didnt impress consumers.
Then the company revamped its product by
increasing the sugar and caffeine content. It
launched Monster Energy in 2002.The energy
drink was twice the size of a Red Bull energy
drink. However, it was the same price as Red Bull.
Monster Energy was popular with consumers.

Contd
The products excellent growth over the
years prompted the company to change
the name from Hansen Naturals to
Monster Beverages. The name reflected
an aggressive image-compared to its
subtle impression as fresh juice
manufacturer.

Key personnel
Rodney sacks, chairman, chief & principal
executive officer
Hilton H.Scholsberg, Vice chairman,
President
Mark J.Hall, Director

Logo and punchline

GROWTH STAGE OF
MONSTER
2002

2005

2008

2011-2013

Full product line:

Monster Energy Java Monster

Monster Lo-Carb
Monster Assault
Monster Khaos
Monster M-80
Monster MIXXD
Monster Energy Absolute Zero
Monster Energy Super Dry

CONTD.

Monster Energy Anti-Gravity

Monster Energy Mad Dog
Monster Black Ice
Monster X-Presso Hammer
Monster Rehab Midnite
Monster Cuba-Lima
Monster Energy M3

3 years sales trend

3147
2600
1900
(2011)

(2013)

(2012)
Revenue Collected In Billion (US $)
Source :- www.statisticbrain.com

Sales of top 3 competitors:

COMPETITORS
The top 3 competitors of Monster are:

Marketing strategies

The main marketing objective for monster will be to stay above the other thirty
energy drink companies as the market majority, as well as making sure that
monster is the first name that comes to mind when thinking about energy drinks. As
of right now Monster is owner of around 27% of the market share and the plan is to
keep on growing.
Our target market and audience to make sure they are staying with monster. Our
base target market consists of young professionals and students 16-34 years of
age that prefer this New Age beverage because it exudes a hip and edgy vibe that
reflects their lifestyle. This will also help us regain many of our lost consumers and
maybe even attract a few more.
To create a greater presence among large groups of people. Such things like
sponsoring sporting events, college events, or city events.
This could also come in handy at many colleges as it would also be a great test
market for new products that are coming out as well as keep the monster name
going by word of mouth and advertising. College kids love to talk about what they
like, so this is a massive opportunity.

Show sponsership

Customer segment
Monster basically targets those customer which are in
age group of 18-30 years.
Monster also try to focus on college students.
Monster sponsors various athelets, rock bands, rally,
x-games etc.

Swot
Strength:
In the top 5 companies
for customer
satisfaction

Weaknesses:
Stores are not situated
in the center of the town
but out of it

Opportunities:
The online opportunity
of shopping through your
computer

Threats:
Strong competitors such
as Rockstar diversifies
more and more their
products

Strengths
Monster Energy Drink has much strength behind its brand.
Although it may seem like it, the Monster symbol did not just
build its image overnight .Monster company is fueled by
helping its community of consumers to experience life on the
wild side. It has built great relationships with pro-athletes,
celebrities, and the x-treme sports communities. Holding a
high percentage in the market share and helping raise its
manufacturer Hansen Natural Corp .Monster has one of the
most appealing and unique style of cans when it comes to
energy drinks as well.

Weaknesses
The main weakness Monster Energy faces is
they are in such a large industry. The beverage
industry is so large and having so many options
to choose over paying overprice for a boost of
energy. This doesnt count the fact they are also
competing more aggressively with the other thirty
or so energy drinks. Having too many flavors to
choose from may also be a weakness.

Opportunities
Monster Energy has opportunities all around
the globe. Considering how many events occur
in all the sports they support. Their main focus
is being seen at large events. Monster Energy
wants to show they can hang with the big
dogs. This is why their sponsors play such a
large role in their brands image. Monster is
creating opportunities for their fans to relate to
their idols that are at the top of their sport.

Threats
The threats Monster Energy could face are critical
considering how powerful their brand is to the public.
Monster must make sure not to make any mistakes that
could jeopardize the brands image. Unexpected threats
could be involved with sponsors. If one of them were to
pass away due to a stunt performed at an event Monster
was hosting. Also sponsors may be seen in a bad light,
which could happen at any time and this could look
negative on the brands image.

Pest

Porters 5 force model

SUPPLIER POWER-MODERATE
AND STABLE
In general, suppliers have the ability to purchase
input prices from various suppliers. However, they
are at the mercy of price increases that pertain to
a particular industry.
In the past, Hansen has made arrangements with
third party bottlers and co-packers on a monthly
basis, which has allowed all parties involved to
pursue more beneficial agreements.
Coca-Cola bottlers will service a significant portion
of Hansens North American DSD volume.

Barrier to entry:low
It is relatively easy for a company to enter
the non-alcoholic beverage industry. A
new company will typically start out
regionally, and will then grow proportional
to its success. Market share in the nonalcoholic beverage industry is fragmented
due to the high number of competitors.

Buyer power-low
The high number of competitors and
product offering present in this industry
leads to a high number of substitute
products. This presence of substitutes
leads to high consumer power.

Threats of substitutes-high
In this industry, it is likely that there will be
a substitute for every product. Many
products are similar, so a product can
become a substitute on the basis of
consumer preferences, packaging, or price.
The threat of substitutes increase in a
macro-economic environment like the one
we are experiencing today.

Degree of rivalry-high
As previously reported, price competition
occurs throughout the non-alcoholic
beverage industry. The energy drink
segment has less price competition than
segments such as the carbonated
beverages, however as our economy
weakens I think that price competition will
increase within the energy drink segment.

Bse and nse listings

Monster is not listed in BSE and NSE

Sales graph

COMPANY PROFILE

Country- United State

Company - PepsiCo
Introduced - September 9, 1965
Product type - Sports drink, nutrition drink,
protein drink
Markets - 80 countries including the United
States, Canada, United Kingdom, and Australia
Website www.gatorade.com

HISTORY
Gatorade invented in 1965
1967 orange bowl
The Quaker Oats purchased Gatorade in
1983 for a sum of $220 million
2004 journey to India

KEY PERSONNEL

Founder James Robert Cade

CEO Susan D. Wellington
President Todd Magazine
Senior Vice President of Sports Marketing Jennifer
Storms
Director of Communications Pete Brace
Vice President of Brand Marketing Andrea Fairchild

LOGO

PUNCHLINE
WIN FROM WITHIN

PRODUCT LINE

Original Gatorade
Gatorade Fierce
Gatorade Xtremo
Gatorade Nutrition Shake
Gatorade Energy Drink
Gatorade Energy Bar

COMPETITORS

MARKET STATEGIES
Demographics
Athletes ages 15-20
Men
Psychographics
Replenish their muscle
Care about what they look like
Associate themselves with strategy, power, and fitness
Have a passion for sports

CUSTOMER SEGMENT
It includes:
1. 15-20 years old
2.Male & female
3.Single& married
Behavior
1.Hydrates after every workout
2.Competitive
Lifestyle
1.Active & always on the go
2.Engages in health oriented activities

ANALYSIS PART

 Strong brand name.

Strong reputation among
athletes..
Quality products.

Large container
sometimes awkward to
carry around

Product line and services

expansion
Growing market
segment.
Emerging markets.

Rising price of various

raw materials.
Product substitution

Legal restriction to access new

markets.
Government type
Government stability
Likely political changes

Business cycle stage

Unemployment , labour supply ,
labour cost

Population growth age profile

Health , education, social mobility
Employment patterns , attitude to
work
Lifestyle choices

R&D activity
Impact on emerging technology
Impact on internet and reduced
communication costs
Impact on technology transfer

3YEARS SALES TREND

Revenue Collected In Billion (US $)

Source :- www.statisticbrain.com

BSE & NSE

GATORADE is not listed in BSE & NSE

CSR ACTIVITIES
Gatorade launch beat the heat campaign
to educate athletes , parents , and
coaches about heat related illnesses

ENERGY DRINKS
MARKET SCENARIO
In INDIA

Indian Market
1.5 million cases of consumption per
annum
250 ml cans priced between Rs. 70Rs.85/-per can
Energy value = 112.5 calories
Growth potential 40% to 50% year on
year

Indian Market Drivers

New energy drinks entering Indian market
regularly - imported or domestic produced.
Imported brands entering market are
establishing themselves as a safe &
healthy alternative to cola drinks.
Teenagers who are below 18 years prefer
energy drinks to get kick rather than
consuming hard liquor.

Target Groups
School going teenagers below 18 years affordability and parental approval factors;
College students alternative to hard
liquor and price factor. Also some religions
prohibit liquor consumption;
Young working adults prefer non
alcoholic beverages to boost stamina, get
over high work stress and cope with fast
paced lifestyle.

Target Markets

Social and Sports clubs

Health Centers
Spas
Gyms
Youth Events, College annual festivals;
Music concerts, Rock shows;
Lounge Bars, Discotheques, Restaurants;
School and College canteens;
Sports events like Bike races, Car races etc.
Department stores, hypermarkets, supermarkets

Market scenario

Market for energy drinks growing fast for last 5 years;

Incredible rise in products being launched with innovative new
ingredients, claims and consumer targets;
Events and right kind of promotions most vital aspect in this
business;
Celebrity endorsements makes the drinks all the more appealing for
the younger generation;
Cans and bottles designed to identify with consumers to make them
buy and come back for more;
Some manufacturers creating niche customers like targeting high
performing adults rather than teenagers

P : Product

Product
Features

No caffeine, taurine.
Natural and Highly Nutritional.
100% fat free.
Tasty.
Available in various flavours.
Original, Martini, Mojito, Tequila sunrise
Attractive Designing and Packaging.

P : Price

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.49 which would
be affordable for every segment of the society.
The powder packet of Mr. star would be available
for Rs.20.

P : PROMOTION

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.

 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

 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.

 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.

 Interactive website.
New Media Promotion: Facebook, Twitter,
etc
Advertising and promoting on social
networking websites will also help.

P : PLACE

Distribution(orplace)isoneofthefourelementsof
marketingmix.
Frequentlytheremaybeachainofintermediaries,
eachpassingtheproductdownthechaintothenext
organization,beforeitfinallyreachestheconsumeror
enduser.
Thisprocessisknownasthe'distributionchain'or
the'channel.'

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

SEGMENTATION ,TARGET,
POSITIONING

SEGMENTING, TARGET,
POSITIONING
AGE GROUP : 18 TO 40
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

SEGMENTING TARGETING AND

POSITIONING
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

Opportunities
The Energy drinks segment is projected to
lead in the beverages sector in growth in
per capita purchases, volume
consumption and total value sales over
the next decade;
There is a huge scope for a low priced and
quality energy drink .

REFERENCES
www.redbull.com
www.monsterbevcorp.com
www.gatorade.com
www.statisticbrain.com
www.statista.com
www.euromonitor.com
www.datamonitor.com

Any
questions
?