ENERGY DRINKS AND THE PAKISTANI MARKET

MADE BY: RAHIM RAFIQ SAJWANI

RED BULL

STARTED FROM US IN 1996 WITH A PROMISE”VITALIZES BODY AND MIND”BEVERAGE CATEGORY WAS BORNMAINTAINED ITS LEADERSHIP IN THE CATEGORY

RED BULL

When thinking about the energy drink market, it is important to consider who is the most receptive to the purposed effect on the beverages.

People are exhausted of their work. Majority of the drinks are developed

for the young generation, comprising of male teenagers.

The Advertisements

The drinks are advertised heavily, with one of the most aggressive, innovative way.

Sponsored activities like Windsurfing Snowboarding Skateboarding Formula 1 racing

BTL Activity by RED BULL

Red Bull car drives around and hands out free sample to the public

What happened in April and June 2009 ???

A batches of red bull imported from Austria

0.1 – 0.3 micrograms of cocaine per liter.

Adverse Health effects.

High blood pressure

Stress and cardiovascular

Headache

Insomnia

Nervousness

What did RED BULL said ??

It is an extremely minute amount

Will not harm unless taken in extremely large quantities.

Cocaine is illegal in Taiwan, and punishable by death.

The drink has been banned in Taiwan and 11 states in Germany.

RED BULL

Despite all this negative publicity, energy drinks continue to gain popularity.

Red Bull is the market leader both nationally and internationally.

Energy drinks in PAKISTAN

Sprite 3G

Speed

Sting

STING

The Target Market

Between ( 18 – 35 )

STING

Sting by Pepsi recently took to aggressive marketing with an interesting BTL activity

A group of young male and female ambassadors dressed in captain and stewardess uniform were seeing driving around in hummers and motorbikes and handing out free sample of the drinks.

How they target their market??

General sampling in Malls.

On the beach

Traffic signals

Concerts, plays and other events.

60 v/s 20

At Rs 60 they were finding it hard to get a foothold in a price sensitive market dominated by red bull.

Revised its position and re-launched the drink in Rs 20 soft drink bottles, making it available to the masses.

???

Energy drinks, despite all adverse health effects appears to be selling well.

Many studies have shown that the adverse effects of these drinks are more than the benefit the consumer think they get.

Diabetes and heart disease are on the rise, all over the world.

Energy Drinks are both Popular but Questioned

They are questioned because people wonder about their ingredients and health effects