Qualitative Research on Rockstar Energy Drink
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Transcript of Qualitative Research on Rockstar Energy Drink
TEAM 6TANTINGLINYINGYUANDENGRUIBINGJIVERONICAESTUARTKEFUZHU
Founded in1998byRussellWeinerandcreatedin2001anditis
basedinLasVegas
Thethird leadingenergydrinkbrandinNorthAmericawith10%
marketsharetoday
Sellsmorethan20flavorsinmorethan30countries
Switcheddistributors fromCoca-ColatoPepsiCointhesummer
of2009
Sponsorsarangeofactionsportsandmusicevents,including the
MayhemFestivalandtheUproarFestival
PositioningBrandHistoryRegisteredslogan“PartyLikeaRockStar”
“scientificallyformulatedtospeedtherecoverytimeofthosewholeadactiveandexhaustinglifestyles—fromathletestorockstars”
Differentiateitselffromthemarketleader,RedBull,byusinga16oz cansize(againstRedBull's8oz can)andmarketing itselfas"twicethesizeofRedBullforthesameprice!"
Youngadults,especiallymales,from16to35yearsold
- Wholeadabusy,on-the-golifestyleandfeeltheextreme
needforenergyboost
- Whoareadventurousthrillseekers
- WhoappreciateRockstarlifestylefromextremesportsto
extrememusic
TARGETMARKET
-NO.2Monsterwith39%U.S.marketshareTagline“UnleashtheBeast”
-NO.1RedBullwith43%U.S.marketshare-Tagline“RedBullgivesyouwings
Red Bull
1Monster
2COMPETITION
-Newcompetitor-Starbucksenergydrinks
3Startbucks
BUSINESSPROBLEM
Theenergydrinkindustryisgrowingbutthebiggestcompetitorsaregrowingfaster thanRockstarandnewcompetitorsarecomingin.Rockstarsalesaredropping.
Lowbrandawareness
Understand consumer’s preferences and habits to revealinsights about our brand so that we can improve it and findnew ways to promote our product by developing effectiveadvertising campaigns
PURPOSEOFTHESTUDY
RESEARCHMETHOD
1 2
3 4 5
Projectivetechniques(IfRockstar was aperson,describehowhe/shewouldbe?)
Socialmediaandtextanalytics
Blindtastetest
FOCUSGROUPSinNYC1 Group 10 Respondents- 6malesand4females, 18to25yearsold,UndergraduateandGraduatestudentswho arecasualenergydrinkers
Secondarydata
3 42NATIONALITY OCCUPATION CONSUMPTION
1AGE
SCREENINGREQUIREMENTS(FocusGroup)
Between18to25yearsold
PermanentresidentintheUnitedStates
Undergraduateor/andgraduatestudent
Casualenergydrinker(atleasthashadoneenergydrinkinthepastmonth)
-Whatisyourpreferredenergydrinkbrand?Why?-Differencesamongenergydrinkbrands(RedBull,MonsterandStarbucksenergydrinks)
AREASOFDISCUSSION
ADVERTISING
1
2
3
4
ENERGYDRINKS
DECISIONMAKINGPROCESS
USEANDTARGET
-Whatmattersmostwhenyouchooseanenergydrinks?(Taste,price,availability,package,healthiness)
-Inwhatsituationsdoyoudrinkenergydrinks?-Whodrinkenergydrinksthemost?
-HowisRedBulladvertised?Monster?Rockstar?Doyourecallanyadvertisements?-Channelsimpactandsponsorshipsideas
5 ASSOCIATIONS-Personalitytraits,emotionsandwordsassociatedwithRockstar,MonsterandRedBull
DECISIONMAKINGPROCESS
ENERGYDRINKPERFERENCE1
2
ADVERTISING
USEANDTARGET3
4
ASSOCIATION5
• BrandPreference:RedBullisthepreferredbrandandpeopletendtobemoreloyaltoitbecauseofitspopularityandreliability.
• ResultofBlindTest:HalfoftheparticipantschoseRedBullasthebesttasteandtheotherhalfchoseRockstar!
• Health Concern: Respondents statethattheydon’tworryaboutthehealthyissuesanddon’treallycareaboutthelow-caloriedrinks.
KEYFINDINGS
DECISIONMAKINGPROCESS
ENERGYDRINKPERFERENCEC1
2
ADVERTISING
USEANDTARGET3
4
ASSOCIATION5
• Iftheywantanenergyboost,peopleprefercoffeebecauseitismorenatural.Coffeeflavorsofenergydrinksaresuggested.
• Tastemattersinchoosinganenergydrink. Butiftheyhaven’ttriedit,friendsinfluencesmatterand people’s judgements when theyseeyoudrinkingacertainbrand does matter.
• Availabilityalsomatters.Ingeneral,peoplewouldnormallybuywhateverbrandisavailablewhentheywantanenergydrink.
KEYFINDINGS
DECISIONMAKINGPROCESS
ENERGYDRINKPERFERENCE1
2
ADVERTISING
USEANDTARGET3
4
ASSOCIATION5
• PrepareforexamssuchasGMAT,TOEFL
• Study,classes
• Beforedoing sports
• Longdrives
• Whengo outfor parties (VodkamixedwithRed
Bull)
• PromoteRockstaratbars?—Notagoodidea
KEYFINDINGS
DECISIONMAKINGPROCESS
ENERGYDRINKPERFERENCE1
2
ADVERTISING
USEANDTARGET3
4
ASSOCIATION5
• RedbullisadvertisedonTValot
• Monsteroften uses posters&standsonevents.Billboards(notreallyonTV)
• Rockstar doesn’t havemassadvertisements
KEYFINDINGS
DECISIONMAKINGPROCESS
ENERGYDRINKPERFERENCE1
2
ADVERTISING
USEANDTARGET3
4
ASSOCIATION5
• Brand Name and Package: Rockstar doesn’thaveastrongbrandnamethatiseasilyassociatedwithenergylikeRedBullandMonsterdo.People alsopreferRedBullandMonsterpackaging while Rockstar’s packageis often associated with beers.
• Colorofdrink:Transparentwouldbebetter,colorsareterrible,looksveryartificialandunhealthy.
• Carbonate:Shouldbecarbonatefree.
KEYFINDINGS
Rockstar RedBull Monster
Teenagerinhighschoolstartinghisfirstpunk-rockband
Douchbaghunkcollegeguy
Aged about 30,reliablefriend,professionalandsophisticated
BRANDASSOCIATION
Varythepackage
• Makethepackagingconsistentforallthedifferent flavorcans
Millennials
• Further studyofmillennialsandtheirpreferences.Bigopportunity forourbrandto emphasize theseconsumers
Maturevoice• YoungadultsseeRockstarasateenage
drink.FindamorematurevoiceforRockstartoappealbothsegments:teenagersandyoungadultswithoutloosing itscoolfunvibe
.
CONCLUSIONANDRECOMMENTATIONS
Flavors
• Coffeeandcombinations offruitjuiceflavorsare moreappealing tothedifferentsubcultures thatconsumeRCKandspecificallystudentsbetween18and25
Celebrityendorsements• Findanappropriatesinger/band to
specificallyendorseRockstar
SportsSponsorships
• Traditionalandextremesportsmixture.Keepsponsoring extremesportswhileaddingmoresportswhichRedBulldoesn’thaveapresenceonandwhichpeopleplaymorewithinthetargetaudience(e.g.kitesurfing orsoccer)
MusicAssociationandSponsor• BigassociationofRockstarwithMusic(logo,
“PartylikeaRockstarslogan”andimage)andmusicisveryimportantforour target.Werecommendexploiting thisassociationandsponsoring moremainstreamgroupsandmusiceventssuchaselectronicfestivals(Mysteryland),andotherslikeBonnaroo
Advertising• Doamassadvertisingcampaignto
increasebrandawareness• Messaging:cool,lifestyleandself-
expressionimage
FocusonCertainChannels
• Digitalandsocialmediaarethepreferredwaystoreach target.
PromotionalEvents
• Festivalsandothereventstoprovideapositiveassociationsofpairing fun,memorable, friendswiththebrand.Offerfreesamples,sellourdrinksandmerchandiseanddomore activities
CONCLUSIONANDRECOMMENTATIONS
Any Questions?
THANK YOUTHANK YOU