Academic Project Summarized Below:
• Concept of Energy Drinks
• Profile of Red Bull as a pioneer in energy drinks
• Energy Drink market in India
• Created and conducted an online survey and captured responses of 100 respondents and conducted Secondary research to determine the following objectives:
- To understand and identify the energy drink market in India
- To understand consumer preference and their consuming habits
- To analyze the market opportunities and drawbacks
• Analysis & Recommendations
This document provides an overview of the energy drink market in India. It notes that energy drinks are the fastest growing sector within the beverage industry in India, with Red Bull and Cloud 9 controlling most of the market share. It also summarizes that energy drink consumers are primarily males aged 20-35, though this is changing. Additionally, it provides a breakdown of beverage category values in India and identifies unmet needs, new offerings, and a marketing strategy for introducing an energy drink for diabetes patients using natural ingredients like jamun seeds.
Project report of coca cola summer internshipSourab Kesar
The document discusses the Coca-Cola Company and its operations in India. It provides background on Coca-Cola being founded in 1886 and now operating in over 200 countries. In India, Coca-Cola operates through Hindustan Coca-Cola Beverages Private Limited and has a sophisticated production and distribution system to sell over 400 beverage brands. The document also covers the FMCG industry and beverage industry in India, segmentation of beverages, and Coca-Cola's values, vision, and organizational structure for its India operations.
The document analyzes the market for real fruit juices in India. It segments the market geographically, demographically, and by behavior. The target market is urban/suburban youth and adults who are quality oriented. It positions the product as 100% real fruit with quality and hygienic packaging. The document also analyzes competitors like Tropicana and Frooti and suggests new product ideas like kids' juices, juices for pregnant women, fruit soda, and fruit powder sachets.
1. Cadbury won the exclusive right to use its signature purple color (Pantone 2685C) on packaging over 100 years ago and has kept this color identity.
2. The 1997 "Freebird" commercial conveyed a strong message of freedom and happiness using imagery of a couple freeing caged pigeons while enjoying Cadbury.
3. After worms were found in some Cadbury chocolates in 2003, the brand invested heavily to upgrade packaging and launch a PR campaign featuring Amitabh Bachchan, rebuilding its wholesome image.
- Paper Boat is an Indian beverage brand that focuses on traditional drinks. It aims to preserve traditional recipes while making them accessible to urban consumers.
- Paper Boat differentiates itself through products focused on nostalgia and simplicity, unique flavors, beautiful packaging design evoking tradition, and a premium price point.
- The brand has been successful in establishing itself in the premium segment by not directly competing on cost. It focuses on improving the experience for premium target consumers.
- Paper Boat's target segment is 15-35 year olds living in cities. While kids enjoy the taste, the brand evokes memories of childhood and traditions for young professionals and families during festivals.
- The brand's marketing storyboards uniquely focus
This document provides information about a marketing study conducted on Parle biscuits. It includes an executive summary of the study which examined Parle's distribution system and promotional tools. It identified issues and recommendations for improvement. The document outlines the objectives of the study which were to understand Parle's marketing strategy and examine consumer preferences and competitive activities through retailer surveys. It then describes the research methodology used, including primary and secondary data collection methods.
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
Project report on market share of Health drinkschirag236
This document provides an overview of four popular health drink brands in India - Bournvita, Horlicks, Boost, and Complan. It discusses the history, products, brand values, and key facts for each brand. Bournvita was launched in 1948 and has long been the leading brown health drink brand in India. Horlicks is known as the "great nourisher" and enjoys trust from generations of Indian mothers. Boost was launched in 1975 and is positioned as an "energy fuel" especially for children. Complan is also a popular health drink but provides less detail about its history and brand.
This document provides an overview of the energy drink market in India. It notes that energy drinks are the fastest growing sector within the beverage industry in India, with Red Bull and Cloud 9 controlling most of the market share. It also summarizes that energy drink consumers are primarily males aged 20-35, though this is changing. Additionally, it provides a breakdown of beverage category values in India and identifies unmet needs, new offerings, and a marketing strategy for introducing an energy drink for diabetes patients using natural ingredients like jamun seeds.
Project report of coca cola summer internshipSourab Kesar
The document discusses the Coca-Cola Company and its operations in India. It provides background on Coca-Cola being founded in 1886 and now operating in over 200 countries. In India, Coca-Cola operates through Hindustan Coca-Cola Beverages Private Limited and has a sophisticated production and distribution system to sell over 400 beverage brands. The document also covers the FMCG industry and beverage industry in India, segmentation of beverages, and Coca-Cola's values, vision, and organizational structure for its India operations.
The document analyzes the market for real fruit juices in India. It segments the market geographically, demographically, and by behavior. The target market is urban/suburban youth and adults who are quality oriented. It positions the product as 100% real fruit with quality and hygienic packaging. The document also analyzes competitors like Tropicana and Frooti and suggests new product ideas like kids' juices, juices for pregnant women, fruit soda, and fruit powder sachets.
1. Cadbury won the exclusive right to use its signature purple color (Pantone 2685C) on packaging over 100 years ago and has kept this color identity.
2. The 1997 "Freebird" commercial conveyed a strong message of freedom and happiness using imagery of a couple freeing caged pigeons while enjoying Cadbury.
3. After worms were found in some Cadbury chocolates in 2003, the brand invested heavily to upgrade packaging and launch a PR campaign featuring Amitabh Bachchan, rebuilding its wholesome image.
- Paper Boat is an Indian beverage brand that focuses on traditional drinks. It aims to preserve traditional recipes while making them accessible to urban consumers.
- Paper Boat differentiates itself through products focused on nostalgia and simplicity, unique flavors, beautiful packaging design evoking tradition, and a premium price point.
- The brand has been successful in establishing itself in the premium segment by not directly competing on cost. It focuses on improving the experience for premium target consumers.
- Paper Boat's target segment is 15-35 year olds living in cities. While kids enjoy the taste, the brand evokes memories of childhood and traditions for young professionals and families during festivals.
- The brand's marketing storyboards uniquely focus
This document provides information about a marketing study conducted on Parle biscuits. It includes an executive summary of the study which examined Parle's distribution system and promotional tools. It identified issues and recommendations for improvement. The document outlines the objectives of the study which were to understand Parle's marketing strategy and examine consumer preferences and competitive activities through retailer surveys. It then describes the research methodology used, including primary and secondary data collection methods.
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
Project report on market share of Health drinkschirag236
This document provides an overview of four popular health drink brands in India - Bournvita, Horlicks, Boost, and Complan. It discusses the history, products, brand values, and key facts for each brand. Bournvita was launched in 1948 and has long been the leading brown health drink brand in India. Horlicks is known as the "great nourisher" and enjoys trust from generations of Indian mothers. Boost was launched in 1975 and is positioned as an "energy fuel" especially for children. Complan is also a popular health drink but provides less detail about its history and brand.
Cadbury manages a crisis with integrated marketing communicationPraveenkumar Katnalli
Cadbury faced a crisis when worms were found in some of its Dairy Milk chocolate bars in India, damaging sales and its reputation. It conducted an investigation that found the issue originated from poor storage at retail outlets. Cadbury launched an integrated marketing communication campaign including advertising with Amitabh Bachchan, public relations programs for trade, media and employees, and new double packaging. As a result of these coordinated efforts, Cadbury was able to regain consumer trust, with sales recovering and growing 20% the next year.
We made this as a project for Marketing Management during 2nd year of our graduation. Sources: Google, Slideshare, Youtube.
I hope this is resourceful.
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.Mimansha Bahadur
The document provides information on Paper Boat drinks, an Indian beverage brand. It discusses the brand's product strategy, differentiation, mix, map, packaging, pricing, distribution channels, and promotional activities. Some key points include:
- Paper Boat targets urban Indian customers aged above 20 with nostalgia-focused drinks in 9 flavors.
- It differentiates with natural ingredients and unique flavors not found in competitors' products.
- Promotional activities include advertising, digital marketing, sponsorships, and initial sales through airlines and hotels.
- Recommendations include expanding availability, introducing winter drinks, and gift packs containing multiple flavors.
This document provides information about target marketing for Cadbury Dairy Milk chocolate in India. It begins with an introduction to target marketing and segmentation. It then discusses Cadbury's target markets in India, which have expanded from kids to include all family members and occasions. The document outlines Cadbury's marketing mix strategies, objectives, and highlights for targeting different consumer groups. It concludes with a questionnaire and bibliography.
Competative study between coke vs. pepsisalilsharma
This document appears to be a research project submitted by Salil Kumar Sharma towards completion of an MBA degree at GLA University in Mathura. The project examines the competitive landscape between Coca-Cola and Pepsi in India through consumer research and analysis of the soft drink industry. It acknowledges the guidance of project guide Mr. Darshan Saxena and others. The contents include an introduction to the topic, literature review, overview of the soft drink industry in India, profiles of Coca-Cola and Pepsi, their brands, marketing strategies, and findings and recommendations from the research.
This document outlines the history and development of Coca-Cola, beginning with its founding in 1886. It discusses Coca-Cola's early growth nationally and internationally in the late 19th/early 20th century. It then covers Coca-Cola's wartime operations and postwar expansion through new products, acquisitions, and global markets. Most recently, it discusses Coca-Cola consolidating its bottling operations and maintaining its dominance as the top soft drink company worldwide through the 1980s-1990s, earning most profits from international sales. The document appears to be a chapter outline for a report or case study on Coca-Cola.
Paper boat 2019 market analysis (factor analysis))Ramanjeet Singh
Paper Boat is a brand of traditional Indian beverages produced by Hector Beverages. It focuses on natural ingredients and flavors from local fruits. The survey found that while taste was rated positively, many felt it was not good value for money due to the price. Most respondents were familiar with the brand and willing to recommend it, but awareness could still be improved. The product is seen as reliable but some thought it was overpriced. Offering discounts and improved promotion could help increase repeat purchases.
Coca Cola Financial Analysis Final Project for Financial Accounting, St. Thomas MBA program. Group projected included Leanna Privette, Robin Toal, and April Vassau.
India's chocolate market is estimated at around Rs 3,000 crore in 2013 and is expected to reach $3.2 billion by 2018. The overall chocolate market is growing at 15% annually due to increasing gifting culture and income levels in India. Chocolates compete with snacks and beverages for consumer spending. The cocoa industry employs many people worldwide and uses other agricultural commodities like sugar, dairy, nuts and fruits.
The document provides an overview of a project on the Coca-Cola Company, including an introduction, vision, mission, core values, and product line. It also includes analyses using the BCG matrix, Ansoff matrix, PESTLE analysis, segmentation, targeting, positioning, and the 4Ps of marketing. The project was submitted by a student to their professor and provides a comprehensive analysis of Coca-Cola's business and marketing strategies.
A Study on Consumers' Preference Towards Soft Drinks ProductSanthosh Madheswaran
The document discusses a study conducted on consumers' preferences towards soft drink products. It focuses on Coca Cola brands. 150 respondents participated in a survey. Key findings include:
1) Most respondents purchase soft drinks monthly for family use and buy cola and mango drinks.
2) Coca Cola and Slice were the most preferred cola and mango brands respectively due to taste.
3) Purchases mostly occurred during offer periods when 5-10 litres would be bought from supermarkets.
4) Factors like taste, advertisements, brand name, price and friends influenced preferences for different Coca Cola brands.
project of hindustan coca cola beverages pvt. ltd copyjadav vishal
This document is a project report on the sales and distribution management of Coca Cola in India. It provides background on Coca Cola's history starting in 1886, its entry into India in 1993, and current operations in India. The Coca Cola system in India includes Coca Cola India Pvt Ltd, a company owned bottling entity, 13 licensed bottling partners, over 7,000 distributors and 2.2 million retailers across India. It discusses Coca Cola's products, promotional strategies, distribution channels, pricing, recruitment, training, warehousing, and competitors in India such as PepsiCo and Parle Agro.
The document provides information about Cadbury Dairy Milk chocolate in India. It discusses Cadbury Dairy Milk's history in India since 1948 and how it has become synonymous with chocolate in India. It also summarizes some of Cadbury Dairy Milk's key advertising campaigns such as "Real Taste of Life" from 1994 that positioned it as a chocolate for adults, and "Kuch Meetha Ho Jaaye" from 2004 featuring Amitabh Bachchan that made it synonymous with Indian sweets. The document highlights how Cadbury Dairy Milk has remained at the top of the Indian chocolate market through its delicious taste and memorable advertising.
The document discusses strategic brand management for the Sprite brand. It includes an agenda covering topics like brand audit map, history, personality, customer segmentation, positioning, promotional campaigns, competition, metrics and recommendations. The brand aims to own all pillars of South African hip hop culture and provide a platform for youth expression. It targets 16-19 year olds and focuses on leveraging hip hop to showcase self expression and help consumers maintain their cool in intense moments.
Projectsformba.blogspot.com Page | 9
Projectsformba.blogspot.com
1. The document discusses the history of Pepsi-Cola, beginning with its creation in 1898 by Caleb Bradham, a pharmacist in North Carolina, who formulated Pepsi as a cure for dyspepsia and renamed it Pepsi-Cola.
2. It details Pepsi's early growth through franchising bottling plants across multiple states by 1907. However, World War I caused financial difficulties and Bradham was bankrupted by 1921.
3. Pepsi was revived in the 1920s under new ownership and grew to be a national brand through innovative marketing campaigns centered around themes like
This document summarizes Pepsi's marketing strategy in Pakistan. It discusses Pepsi's introduction and history, product strategy, positioning, pricing, distribution, promotions, competition, target marketing, corporate strategy, product line extensions, challenges and opportunities. Key points include that Pepsi has 53% market share in Pakistan, targets youth and all socioeconomic classes, sponsors cricket, has expanded its product line, and faces threats from health awareness and its main competitor Coca-Cola.
Coca-Cola began in 1886 when Dr. John Pemberton created a carbonated flavored syrup to be mixed into soda fountain beverages. It is now the world's largest beverage company with over 500 brands including Diet Coke and Fanta. Coca-Cola uses a multisegment targeting strategy to market its products to different groups based on demographic, geographic, psychographic, and other criteria. This allows it to tailor its products and marketing to various customer segments worldwide.
A presentation on Cadbury India. It is one of the most successful companies in India under the fast moving consumer goods (FMCG) category.
I hope this presentation is helpful to you to get an overview of the company.
This document provides an overview of PepsiCo's strategic management perspective. It includes sections on the company profile, product profile, organizational structure, and environmental scanning. Some key points:
- PepsiCo is a global food and beverage corporation based in New York with over $66 billion in revenue and 274,000+ employees worldwide.
- It has four business units that handle operations in different regions.
- PepsiCo's portfolio includes brands like Pepsi, Frito-Lay, Gatorade, Tropicana, and Quaker.
- Environmental scanning examines the company's internal strengths and weaknesses as well as external opportunities and threats in its industry using tools like Porter's 5 Forces and
Consumer Behaviour on Soft Drinks Market in India - A Case Study on PepsiPriyank Agarwal
The document is a term paper submitted by a student on the topic of consumer behavior on soft drinks in India, using Pepsi as a case study. It includes sections on introduction, literature review, PepsiCo profile, research statement, methodology, results and discussion, conclusion, bibliography and annexure. The introduction provides an overview of the soft drinks industry in India and objectives of studying consumer behavior and PepsiCo's strategies. The literature review covers common characteristics of the industry and factors influencing consumer behavior.
Food Research Lab is here to change the narrative. We have successfully formulated, developed, tested and launched healthy beverage products for food businesses worldwide. Our beverage product consultants are food technologists who have years of expertise in beverage product development. Our energy drink formulation range includes Kombucha, Nootropics, Green Tea, Energy Drinks, etc
To know what are the best energy drinks and its formulations: https://bit.ly/3heuvAe
Cadbury manages a crisis with integrated marketing communicationPraveenkumar Katnalli
Cadbury faced a crisis when worms were found in some of its Dairy Milk chocolate bars in India, damaging sales and its reputation. It conducted an investigation that found the issue originated from poor storage at retail outlets. Cadbury launched an integrated marketing communication campaign including advertising with Amitabh Bachchan, public relations programs for trade, media and employees, and new double packaging. As a result of these coordinated efforts, Cadbury was able to regain consumer trust, with sales recovering and growing 20% the next year.
We made this as a project for Marketing Management during 2nd year of our graduation. Sources: Google, Slideshare, Youtube.
I hope this is resourceful.
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.Mimansha Bahadur
The document provides information on Paper Boat drinks, an Indian beverage brand. It discusses the brand's product strategy, differentiation, mix, map, packaging, pricing, distribution channels, and promotional activities. Some key points include:
- Paper Boat targets urban Indian customers aged above 20 with nostalgia-focused drinks in 9 flavors.
- It differentiates with natural ingredients and unique flavors not found in competitors' products.
- Promotional activities include advertising, digital marketing, sponsorships, and initial sales through airlines and hotels.
- Recommendations include expanding availability, introducing winter drinks, and gift packs containing multiple flavors.
This document provides information about target marketing for Cadbury Dairy Milk chocolate in India. It begins with an introduction to target marketing and segmentation. It then discusses Cadbury's target markets in India, which have expanded from kids to include all family members and occasions. The document outlines Cadbury's marketing mix strategies, objectives, and highlights for targeting different consumer groups. It concludes with a questionnaire and bibliography.
Competative study between coke vs. pepsisalilsharma
This document appears to be a research project submitted by Salil Kumar Sharma towards completion of an MBA degree at GLA University in Mathura. The project examines the competitive landscape between Coca-Cola and Pepsi in India through consumer research and analysis of the soft drink industry. It acknowledges the guidance of project guide Mr. Darshan Saxena and others. The contents include an introduction to the topic, literature review, overview of the soft drink industry in India, profiles of Coca-Cola and Pepsi, their brands, marketing strategies, and findings and recommendations from the research.
This document outlines the history and development of Coca-Cola, beginning with its founding in 1886. It discusses Coca-Cola's early growth nationally and internationally in the late 19th/early 20th century. It then covers Coca-Cola's wartime operations and postwar expansion through new products, acquisitions, and global markets. Most recently, it discusses Coca-Cola consolidating its bottling operations and maintaining its dominance as the top soft drink company worldwide through the 1980s-1990s, earning most profits from international sales. The document appears to be a chapter outline for a report or case study on Coca-Cola.
Paper boat 2019 market analysis (factor analysis))Ramanjeet Singh
Paper Boat is a brand of traditional Indian beverages produced by Hector Beverages. It focuses on natural ingredients and flavors from local fruits. The survey found that while taste was rated positively, many felt it was not good value for money due to the price. Most respondents were familiar with the brand and willing to recommend it, but awareness could still be improved. The product is seen as reliable but some thought it was overpriced. Offering discounts and improved promotion could help increase repeat purchases.
Coca Cola Financial Analysis Final Project for Financial Accounting, St. Thomas MBA program. Group projected included Leanna Privette, Robin Toal, and April Vassau.
India's chocolate market is estimated at around Rs 3,000 crore in 2013 and is expected to reach $3.2 billion by 2018. The overall chocolate market is growing at 15% annually due to increasing gifting culture and income levels in India. Chocolates compete with snacks and beverages for consumer spending. The cocoa industry employs many people worldwide and uses other agricultural commodities like sugar, dairy, nuts and fruits.
The document provides an overview of a project on the Coca-Cola Company, including an introduction, vision, mission, core values, and product line. It also includes analyses using the BCG matrix, Ansoff matrix, PESTLE analysis, segmentation, targeting, positioning, and the 4Ps of marketing. The project was submitted by a student to their professor and provides a comprehensive analysis of Coca-Cola's business and marketing strategies.
A Study on Consumers' Preference Towards Soft Drinks ProductSanthosh Madheswaran
The document discusses a study conducted on consumers' preferences towards soft drink products. It focuses on Coca Cola brands. 150 respondents participated in a survey. Key findings include:
1) Most respondents purchase soft drinks monthly for family use and buy cola and mango drinks.
2) Coca Cola and Slice were the most preferred cola and mango brands respectively due to taste.
3) Purchases mostly occurred during offer periods when 5-10 litres would be bought from supermarkets.
4) Factors like taste, advertisements, brand name, price and friends influenced preferences for different Coca Cola brands.
project of hindustan coca cola beverages pvt. ltd copyjadav vishal
This document is a project report on the sales and distribution management of Coca Cola in India. It provides background on Coca Cola's history starting in 1886, its entry into India in 1993, and current operations in India. The Coca Cola system in India includes Coca Cola India Pvt Ltd, a company owned bottling entity, 13 licensed bottling partners, over 7,000 distributors and 2.2 million retailers across India. It discusses Coca Cola's products, promotional strategies, distribution channels, pricing, recruitment, training, warehousing, and competitors in India such as PepsiCo and Parle Agro.
The document provides information about Cadbury Dairy Milk chocolate in India. It discusses Cadbury Dairy Milk's history in India since 1948 and how it has become synonymous with chocolate in India. It also summarizes some of Cadbury Dairy Milk's key advertising campaigns such as "Real Taste of Life" from 1994 that positioned it as a chocolate for adults, and "Kuch Meetha Ho Jaaye" from 2004 featuring Amitabh Bachchan that made it synonymous with Indian sweets. The document highlights how Cadbury Dairy Milk has remained at the top of the Indian chocolate market through its delicious taste and memorable advertising.
The document discusses strategic brand management for the Sprite brand. It includes an agenda covering topics like brand audit map, history, personality, customer segmentation, positioning, promotional campaigns, competition, metrics and recommendations. The brand aims to own all pillars of South African hip hop culture and provide a platform for youth expression. It targets 16-19 year olds and focuses on leveraging hip hop to showcase self expression and help consumers maintain their cool in intense moments.
Projectsformba.blogspot.com Page | 9
Projectsformba.blogspot.com
1. The document discusses the history of Pepsi-Cola, beginning with its creation in 1898 by Caleb Bradham, a pharmacist in North Carolina, who formulated Pepsi as a cure for dyspepsia and renamed it Pepsi-Cola.
2. It details Pepsi's early growth through franchising bottling plants across multiple states by 1907. However, World War I caused financial difficulties and Bradham was bankrupted by 1921.
3. Pepsi was revived in the 1920s under new ownership and grew to be a national brand through innovative marketing campaigns centered around themes like
This document summarizes Pepsi's marketing strategy in Pakistan. It discusses Pepsi's introduction and history, product strategy, positioning, pricing, distribution, promotions, competition, target marketing, corporate strategy, product line extensions, challenges and opportunities. Key points include that Pepsi has 53% market share in Pakistan, targets youth and all socioeconomic classes, sponsors cricket, has expanded its product line, and faces threats from health awareness and its main competitor Coca-Cola.
Coca-Cola began in 1886 when Dr. John Pemberton created a carbonated flavored syrup to be mixed into soda fountain beverages. It is now the world's largest beverage company with over 500 brands including Diet Coke and Fanta. Coca-Cola uses a multisegment targeting strategy to market its products to different groups based on demographic, geographic, psychographic, and other criteria. This allows it to tailor its products and marketing to various customer segments worldwide.
A presentation on Cadbury India. It is one of the most successful companies in India under the fast moving consumer goods (FMCG) category.
I hope this presentation is helpful to you to get an overview of the company.
This document provides an overview of PepsiCo's strategic management perspective. It includes sections on the company profile, product profile, organizational structure, and environmental scanning. Some key points:
- PepsiCo is a global food and beverage corporation based in New York with over $66 billion in revenue and 274,000+ employees worldwide.
- It has four business units that handle operations in different regions.
- PepsiCo's portfolio includes brands like Pepsi, Frito-Lay, Gatorade, Tropicana, and Quaker.
- Environmental scanning examines the company's internal strengths and weaknesses as well as external opportunities and threats in its industry using tools like Porter's 5 Forces and
Consumer Behaviour on Soft Drinks Market in India - A Case Study on PepsiPriyank Agarwal
The document is a term paper submitted by a student on the topic of consumer behavior on soft drinks in India, using Pepsi as a case study. It includes sections on introduction, literature review, PepsiCo profile, research statement, methodology, results and discussion, conclusion, bibliography and annexure. The introduction provides an overview of the soft drinks industry in India and objectives of studying consumer behavior and PepsiCo's strategies. The literature review covers common characteristics of the industry and factors influencing consumer behavior.
Food Research Lab is here to change the narrative. We have successfully formulated, developed, tested and launched healthy beverage products for food businesses worldwide. Our beverage product consultants are food technologists who have years of expertise in beverage product development. Our energy drink formulation range includes Kombucha, Nootropics, Green Tea, Energy Drinks, etc
To know what are the best energy drinks and its formulations: https://bit.ly/3heuvAe
The document discusses the beverage market in India and globally. Some key points:
- The energy drinks market in India is currently around Rs 500 crores and is expected to grow at 25% annually.
- Globally, the non-alcoholic drinks market is largest in North America and Asia Pacific. It is valued at $5.18 billion and is driven by factors like changing consumer preferences and new product launches.
- The beverage industry in India is largely unorganized but major companies like Coca-Cola and PepsiCo are investing heavily to capture the growing demand for packaged drinks as incomes rise in India.
- The non-alcoholic drinks market in India is predicted to
This document summarizes research on consumption patterns of soft drinks and fruit juices in India. It finds that as lifestyles and incomes have changed, people are becoming more health conscious and the demand for juices has increased. The beverage industry in India is worth $55 billion and while carbonated drinks and beer sales are flat, energy drinks, bottled water, tea and sports drinks are growing. The Indian market is dominated by tea but coffee, soft drinks and juices are growing segments. New products like Nimbooz lemon juice from PepsiCo are being launched to tap into these growing sectors.
Emerging trend and opportunities of global energy drinksEmerging Trend and Op...MandarShewale
Energy drinks are primarily consumed by teens and young adults to boost energy and performance. The global energy drinks market is dominated by Red Bull, Monster, and Rockstar, and is growing due to rising consumption among adolescents. However, excessive consumption of energy drinks, which often contain high levels of caffeine, can negatively impact physical and mental health, especially when mixed with alcohol. The COVID-19 pandemic has disrupted the energy drinks industry through supply chain and sales channel impacts, but the market is expected to recover as economies reopen.
1. The document compares consumption patterns of soft drinks and fruit juices in India, finding that as lifestyles and incomes change, people are becoming more health conscious and juice demand is increasing.
2. It provides an overview of the beverage industry in India and discusses major players in soft drinks and juices, as well as recent issues like new product launches and a rejected acquisition attempt by Coca-Cola.
3. PepsiCo launched a packaged lemon juice called Nimbooz under its 7Up brand to capitalize on the popularity of homemade lime juice in India.
This project report studies the factors influencing consumers' choice of soft drinks in Udaipur City, India. The report includes an introduction to India's beverage industry and focuses on the non-alcoholic sector. It describes the objectives and methodology of the research study. The report also provides an analysis and interpretation of the study results, and presents findings, conclusions, and suggestions.
The document summarizes competition in the alternative beverages industry, which includes energy drinks, sports drinks, and vitamin-enhanced beverages. It discusses key issues like market maturity and potential health concerns. A PEST analysis finds that social factors have the biggest impact due to changing consumer preferences. Porter's five forces analysis shows competition is tight between many global and regional companies that differentiate through innovation, branding, and distribution. The top four companies, PepsiCo, Coca-Cola, Red Bull, and Hansen Natural Corporation, are described in terms of their product portfolios and competitive strategies in the alternative beverages market.
The document summarizes competition in the alternative beverages industry, which includes energy drinks, sports drinks, and vitamin-enhanced beverages. It discusses key issues like market maturity and potential health concerns. A PEST analysis finds that social factors have the biggest impact due to changing consumer preferences. Porter's five forces analysis shows competition is tight between many global and regional companies that differentiate through innovation, branding, and distribution. The top four companies, PepsiCo, Coca-Cola, Red Bull, and Hansen Natural Corporation, are described in terms of their product portfolios and competitive strategies in the alternative beverages market.
The document discusses the coconut water industry in India. It notes that India is a major coconut producer, with Kerala, Tamil Nadu, Karnataka and Andhra Pradesh being the largest producers. The document proposes launching a packaged coconut water product nationally to tap into the growing health drink market. It analyzes the industry using PESTLE and Porter's Five Forces frameworks. Market size for fruit juices in India is estimated to grow to Rs. 10.9 billion by 2015. The major players are Dabur with 57% market share and Pepsi with 30%.
- Functional beverages play an important role in people's health and hydration. The market has grown rapidly over the past decade, especially in North America, with more specific choices tailored to individual needs.
- The global functional beverage market was valued at $500 billion in 2014, with Europe accounting for the largest portion. Fortified beverages make up an estimated $60 billion of the non-alcoholic beverage market.
- Advancements in product development and technology allow beverage manufacturers to react faster to consumer demands and add more nutrients through taste masking and microencapsulation. Functional beverages are popular in different cultures and regions in diverse forms.
1. High protein is proving to be more than just a fad — will it change the way we eat?
2. Slimming and beauty benefits of tea continue to be a focus for innovation in Asia
3. Going against the grain: Using health and history to promote the ancient grain Kamut
4. Going against the grain: Using health and history to promote the ancient grain Kamut
5. Broccoli sprouts are explored as a detox ingredient
6. Can packaging help to make us healthier?
This category is developing and not fully grown in the market. The main reason for not growing is mainly of its high price, customers feel do they really benefit from drinking energy drink. The main sector who drinks is youth i.e. mainly who play sports frequently
This document provides information about the acquisition of Crescent Pure, an organic juice drink company, by PDB in July 2013. It discusses the companies and key people involved, as well as details about Crescent Pure's product. The document also analyzes the energy drink and sports drink markets, consumer perceptions of different drinks, and options for positioning Crescent Pure, ultimately recommending a "broad appeal" positioning as an organic refreshment to target both health-conscious consumers and those avoiding traditional energy/sports drinks.
Peter Hooper started Crescent Pure as a healthy, non-alcoholic beverage in Crescent, Oregon. It expanded rapidly and Hooper secured legal protection for the proprietary recipe. Crescent Pure is packaged in an 8-ounce silver can with a simple logo and contains 80 calories with energy stimulants guarana and gingseng. It is positioned as a healthier alternative to sports and energy drinks with 70% less sugar. The target markets are young health-conscious consumers aged 18-34 and those interested in organic, low-sugar products. Crescent Pure will initially launch in Washington, Oregon, and California through grocery and big-box stores, as well as online ordering.
Peter Hooper started Crescent Pure as a healthy, non-alcoholic beverage in Crescent, Oregon. It expanded rapidly and Hooper secured legal protection for the proprietary recipe. Crescent Pure is packaged in an 8-ounce silver can with a simple logo and contains a hint of fruit with less sugar than fruit juice. It includes energy stimulants guarana and gingseng but is positioned as a healthier alternative to sports and energy drinks with 70% less sugar. The company targets young, health-conscious consumers and those interested in organic, sustainably-produced products.
This document appears to be a student project on Pepsi Co.'s Sting Energy Drink. It includes an introduction to energy drinks in general, discussing their ingredients like caffeine, taurine, guarana and ginseng as well as their effects. It then provides an overview of Pepsi Co., including its history, mission, strategies and brands. Several chapters analyze Pepsi Co.'s operations and Sting Energy Drink launch in Pakistan, including research methodology and recommendations. Suggestions are made that energy drinks should not be mixed with alcohol or consumed by children or pregnant women.
This document discusses the need for the FDA to regulate caffeine. It provides background on the widespread availability of caffeinated products and recent studies linking caffeine to health issues. The document is divided into four sections: the effects of caffeine, reasons it should be regulated, possible methods of regulation, and the impact of regulation. Key points include: caffeine consumption has been linked to increased hospitalizations; it is marketed heavily to youth; accidental overconsumption is possible due to its addition to many products; and strict regulation combining limits on amounts and types of caffeinated products is needed.
Crescent Pure was an organic, non-alcoholic beverage that was acquired by Portland Drake Beverages in 2013. It contained natural energy-enhancing ingredients like guarana, ginseng, and green tea, as well as lime, lemon, and cane sugar. The beverage was packaged in tall, silver cans and was gaining popularity due to its natural ingredients and taste. Portland Drake saw potential in Crescent Pure to expand its organic product lines. The energy drink market was growing and opportunities existed for healthier options made with purer ingredients.
PDB acquired Crescent Pure to expand its organic product lines. Crescent Pure is a functional beverage combining organic energy-enhancing and hydrating ingredients. It provides the caffeine of coffee but with 70% less sugar than sports and energy drinks. PDB launched Crescent Pure in three western states and planned further advertising investments. The VP of marketing must decide whether to position Crescent Pure as a sports drink, energy drink, or organic drink. Market analysis showed growth in low-sugar sports and energy drinks as well as the organic drink movement in the launch region. Customer surveys found Crescent Pure appeals as a healthy alternative with good taste and mild energy. The presentation recommends positioning Crescent Pure as an organic drink to target both health
Similar to Energy Drinks Market In India (Red Bull Focus) (20)
Online Video Collaboration for Manufacturing Industry - Summary ReportAbhizar Bootwala
Large companies with project teams spread over several countries and multiple time zones are increasingly turning to videoconferencing to connect geographically dispersed groups. Companies are realizing that flying employees from one location to the next not only chalks up travel costs, but also decreases productivity and leads to team exhaustion.
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Online Video Collaboration for Manufacturing Industry - Full ReportAbhizar Bootwala
Large companies with project teams spread over several countries and multiple time zones are increasingly turning to videoconferencing to connect geographically dispersed groups. Companies are realizing that flying employees from one location to the next not only chalks up travel costs, but also decreases productivity and leads to team exhaustion.
Of course, videoconferencing isn’t a complete replacement for face-to-face meetings. Companies that are leading the way in videoconferencing report those periodic in-person visits are still necessary and they caution that videoconferencing is most effective if team members already have an existing relationship. There’s no doubt personal videoconferencing tools can enhance remote employees’ communication and productivity. Video ties together disparate and often isolated workers by letting physical, visual nuances shine through.
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Australia & New Zealand Foreign Trade & Relationship with IndiaAbhizar Bootwala
Australia and New Zealand are developed countries located in Oceania. Australia has a population of over 21 million people and major cities include Sydney, Melbourne, Brisbane and Perth. New Zealand has a population of over 4 million people with major cities being Auckland, Wellington and Christchurch. Both countries have stable democratic systems and high standards of living. Their economies rely heavily on trade, with major exports including minerals, agricultural products and education services.
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https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
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These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
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1. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
N.L.DALMIA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH
RESEARCH METHODOLOGY
RESEARCH REPORT
ON
ENERGY DRINK MARKET IN INDIA
(MMM-2ND
SEMESTER)
UNDER THE GUIDANCE OF
PROF. NISHANT PANWAR
- 1 -
Submitted By
Group No. 2
Name Roll No.
Punit Bhatt 104
Abhizar Bootwala 105
Sameera Bootwala 106
Stephen Cardoza 107
Sanjay Das 115
Vaibhav Dave 116
Harshal Navghare 151
2. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
CERTIFICATE
This is to certify that the research project titled, “Energy Drink Market in India” is
successfully completed by following students.
This project was undertaken in the second semester of Masters in Marketing
Management as the fulfillment of the course.
- 2 -
Submitted By
Group No. 2
Name Roll No.
Punit Bhatt 104
Abhizar Bootwala 105
Sameera Bootwala 106
Stephen Cardoza 107
Sanjay Das 115
Vaibhav Dave 116
Harshal Navghare 151
3. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
ACKNOWLEDGEMENT
We would like to thank Prof. Nishant Panwar, whose guidance helped us in our efforts
to make a successful Project. Most of all we would like to thank all the people who took
time and effort to take part in our research by sharing their views and perspectives
which helped us in or analysis and presentation, without them this project would not
have been possible. Finally we would like to thank N.L.Dalmia Institute of Mnanagement
Studies and Research for giving us a platform to present our research study which will
help us to go a long way in our development as future managers.
- 3 -
4. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
EXECUTIVE SUMMARY
Energy drinks are soft drinks advertised as boosting energy. These drinks usually do not
emphasize energy derived from the calories they contain, but rather through a choice of
caffeine, vitamins, and herbal supplements the manufacturer has combined.
Energy Drinks have now become the fastest growing sector within the beverage
industry. Energy drinks are expected to top Coke and Pepsi sales in the next 10 years.
However, there has always been a health concern over the market leading brands
because of their high sugar and caffeine content.
Red Bull is the industry leader. Red Bull has already occupied a giant market share
worldwide (60% by volume) in energy drink segment. In India, the consumer acceptance
growth rate of Red bull is significantly less in comparison with the market share that it
has already gained globally specifically in US and European market. The positioning of
Red bull in Indian market is limited to the youth especially for BPO people within age
limit of 19-28 years.
The research has been conducted on the basis of identifying the reason for limited
acceptance of this brand and exploring the possibility of increasing comsumerization
level in India for this brand. Hence, the problem statement of the project is: To identify
and analyze the reason of failure of Red Bull energy drink promotion in Indian Market
and possibility to increase consumer preference.
The study carried out will help:
To understand and identify the energy drink market in India
To understand consumer preference and their consuming habits
To analyze the market opportunities and drawbacks
For this purpose Basic Research was carried out. The data collection places were
selected using the concept of stratified Sampling and the respondents were by
Convenience sampling. The data collection places were metropolitan cities i.e. Delhi,
Kolkata, Mumbai and Chennai.
The research indicated that people in India do not prefer to have energy drink. Only 23%
of the population prefers to consume the brand. The most important factors affecting
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5. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
the buying decision were found to be health safety, price, lack of awareness and
preference for other beverages. It was also found that
1. 66% of the energy drinks market consists of male consumers
2. 20-30 age group people was found to be growing rapidly and turning out to be
potential buyers having an average income of 3-5 lacs
3. The awareness about the energy drink among the people is average (60-67%)
except age group 25-30 having an average income of more than 5 lacs (Awareness
>80%)
4. People prefer to have energy drink occasionally (parties, social gathering etc) with
soft drink or neat unadulterated
5. People like to drink mostly in home or restaurants and 44% of the respondents
feel that in the future energy drinks can compete with popular beverages like soft
drinks, juices & other non-alcoholic beverages
- 5 -
6. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
TABLE OF CONTENTS
S No. TOPICS PAGE No.
1 Introduction 7
2 History of Energy Drink 8-9
3 Problem statement 10
4 Research objectives 11
5 Background 12-14
6. Research Methodology 15-37
7. Limitations 38
8. Summary of findings 39-40
9. Recommendation 40
10. Future of energy drink 41
11. References 42
12. Annexure (questionnaire) 43-46
- 6 -
7. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
1. INTRODUCTION
Energy drinks are soft drinks advertised as boosting energy. These drinks usually do not emphasize
energy derived from the calories they contain, but rather through a choice of caffeine, vitamins, and
herbal supplements the manufacturer has combined.
Generally, energy drinks include methylxanthines (including caffeine), vitamin B and herbs. Other
common ingredients are guarana, acai, and taurine, plus various forms of ginseng, maltodextrin,
carbonated water, inositol, carnitine, creatine, glucuronolactone and ginkgo biloba. Some contain high
levels of sugar, and many brands also offer artificially-sweetened 'diet' versions. The central ingredient
in most energy drinks is caffeine, the same stimulant found in coffee or tea, often in the form of
guarana or yerba mate.
A variety of physiological and psychological effects have been attributed to energy drinks and their
ingredients. Two studies reported significant improvements in mental and cognitive performances as
well as increased subjective alertness. Excess consumption of energy drinks may induce mild to
moderate euphoria primarily caused by stimulant properties of caffeine and may also induce agitation,
anxiety, irritability and insomnia. During repeated cycling tests in young healthy adults an energy drink
significantly increased upper body muscle endurance. It has been suggested that reversal of caffeine
withdrawal is a major component of the effects of caffeine on mood and performance. Restorative
properties were shown by a combination of caffeine and the sugar glucose in an energy drink, and
some degree of synergy between the cognition-modulating effects of glucose and caffeine was also
suggested.[7]
In one experiment, a glucose-based energy drink (containing caffeine, taurine and
glucuronolactone) was given to eleven tired participants being tested in a driving simulator. Lane
drifting and reaction times were measured for two hours post-treatment and showed significant
improvement.
Caution is warranted even for healthy adults who choose to consume energy beverages. Consumption
of a single energy beverage will not lead to excessive caffeine intake; however, consumption of two or
more beverages in a single day can. Other stimulants such as ginseng are often added to energy
beverages and may enhance the effects of caffeine, and ingredients such as guarana themselves
contain caffeine. Adverse effects associated with caffeine consumption in amounts greater than
400 mg include nervousness, irritability, sleeplessness, increased urination, abnormal heart rhythms
(arrhythmia), and stomach upset. Energy drinks do not provide electrolytes, and have a higher
likelihood of an energy "crash-and-burn" effect. Caffeine in energy drinks can excrete water from the
body to dilute high concentrations of sugar entering the blood stream, leading to dehydration. If the
body is dehydrated by 1%, performance is decreased by up to 10%.
Considering all the pros and cons, globally energy drink market is highly governed by the consumer
preference and the economy growth of the country. The market consumption volume is also
influenced by the demographic, psychographic and behavioral aspect of the particular segments and
the positioning of the brand can be done accordingly emphasizing on holistic marketing and adopting a
suitable marketing mix strategy.
- 7 -
8. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
2. HISTORY OF ENERGY DRINKS
Although not marketed as such, the Scottish drink Irn-Bru may be considered the first energy drink,
produced as "Iron Brew" in 1901. In Japan, the energy drink dates at least as far back as the early
1960s, with the release of the Lipovitan. Most such products in Japan bear little resemblance to soft
drinks, and are sold instead in small brown glass medicine bottles or cans styled to resemble such
containers. These "genki drinks", which are also produced in South Korea, are marketed primarily to
the salaried people.
1960 - The first drink marketed as being designed to improve the performance of athletes and sports
stars arrived in the sixties. It was invented for the football team at the University of Florida,
known as the Gators — hence its name, Gatorade. Designed to aid hydration and lengthen
performance levels, it claimed that its ingredients were formulated for just such things.
However, Gatorade is safer than many energy drinks and is known more as a sports drink.
1980 - In UK, Lucozade Energy was originally introduced in 1929 as a hospital drink for "aiding the
recovery;" in the early 1980s, it was promoted as an energy drink for "replenishing lost energy."
1985 - Jolt Cola was introduced in the United States. Its marketing strategy centered on the drink's
caffeine content, billing it as a means to promote wakefulness. The initial slogan was, "All the
sugar and twice the caffeine."
1995 - PepsiCo launched Josta, the first energy drink introduced by a major US beverage company (one
that had interests outside just energy drinks), but Pepsi discontinued the product in 1999.
1997 - In Europe, energy drinks were pioneered by the S. Spitz Company and a product named Power
Horse, before the business savvy of Dietrich Mateschitz, an Austrian entrepreneur, ensured his
Red Bull product became far better known, and a worldwide best seller. Mateschitz developed
Red Bull based on the Thai drink Krating Daeng, itself based on Lipovitan. Red Bull is the
dominant brand in the US after its introduction in 1997, with a market share of approximately
47%.
2000 - In New Zealand and Australia the current leading energy drinks product in those markets V was
introduced by Frucor Beverages Frucor.
2001 - Coca-Cola marketed two Powerade brand energy drinks in bullet-shaped, screw-top aluminum
bottle cans produced by Exal Corporation of Youngstown,Ohio. Powerade, the same as
Gatorade, is better known as a sports drink and is safer than many energy drinks.
2002 - CCL Container and Mistic Brands, Inc., part of the Snapple Beverage Group, worked together on
the national launch of Mistic RĒ, which used a recyclable aluminum bottle. Since its
introduction, many energy drinks are now packaged in the aluminum bottles or bottlecans.
Since 2002 there has been a growing trend for packaging energy drink in bigger cans. Since in
many countries, including the US and Canada, there is a limitation on the maximum caffeine per
- 8 -
9. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
serving in energy drinks, this allows manufacturers to include a greater amount of caffeine by
including multiple servings per container. Popular brands such as Redbull and Monster have
increased the amount of ounces per can. Conversely, the emergence of energy shots has gone
the opposite way with much smaller packaging.
2007 - Energy drink powders and effervescent tablets were introduced, in the form of a tablet or
powder that can be added to water to create an energy drink. These can offer a more portable
option to cans and shots.
2009 - The industry has moved towards the use of natural stimulants and reduced sugar.
- 9 -
10. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
3. PROBLEM STATEMENT
Sales of energy drink in India not as competitive as international counterparts
- 10 -
11. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
4. RESEARCH OBJECTIVES
After detailed review of the research following objectives are to be determined:
I. To understand and identify the energy drink market in India
II. To understand consumer preference and their consuming habits
III. To analyze the market opportunities and drawbacks
- 11 -
12. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
5. BACKGROUND
Energy drinks are typically attractive to young people. Approximately 65% percent of its drinkers are
between the ages of 13 and 35 years old, with males being approximately 65% of the market. A 2008
statewide Patient Poll conducted by the Pennsylvania Medical Society’s Institute for Good Medicine
found that: 20 percent of respondents ages 21–30 had used energy drinks in high school or college to
stay awake longer to study or write a paper; 70 percent of respondents knew someone who had used
an energy drink to stay awake longer to study or work. Energy drinks are also popular as drink mixers.
Critics who suggested that energy drinks were just a passing fad and that the rapid growth rates in
many European and US countries would never be maintained appear to have been proved wrong. A
new report from drinks consultancy Zenith International shows that energy drink sales in Western
Europe, US and Japan showed no sign of slowing and predicts that growth will continue some time yet.
The '2009 West Europe Energy Drinks’ report claims that energy drink sales grew by 22 per cent 2009
to reach 289 million liters, putting total sales value in Western Europe at around €2,775 million.
Currently the energy drink market share in US and European market is around 60-65% by volume of
the total liquid beverage market. This indicates that possibility for further growth in the market is 40%.
By the year 2004, the US energy drink market had grown to nearly 800 million per year in retail sales.
Over the next 5 years, it grew an average of over 50% per year, totaling over $30 billion in 2009.
Major companies' such as Pepsi, Coca-Cola, Molson, and Labatt have tried to match smaller companies'
innovative and different approach, with marginal success.
5.1. Indian Market
The energy drink market in India is at a nascent stage and is estimated at 20-25 crores per annum.
Austria's Red Bull, world leader of the energy drink market, dominates the Indian market too, and
has become a popular mixer at clubs since its 2003 launch. But is there a big market for energy drinks
in India as the GDP of the country has grown up by 9%. Hence, Red Bull and other competitor and new
entrants project a 100 per cent annual growth.
Energy drinks consumption is projected at 20-22 million cans in India this year, according to Hasija.
While Red Bull is talking about a volume of 5 lakh cans a month, effect seeks to do a moderate 25,000
cans a month by 2010.
Red Bull, with an "assessed market share of 95 per cent of the market" in Chauhan's words, "sees no
competition with new entrants in the Indian market, as many energy drinks have come and gone,
unable to sustain themselves". Now, that's market strength, or should we say, market energy
- 12 -
13. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
There are many brands in the market
Red bull
Cloud 9
Power horse
Rhino
Current Bullet
Amway XL
Pepsi SoBe
Gatorade
Coca-Cola Burn
The market share of the brands is
shown in the pie-chart.
Overall the current market share of
energy drink in Indian Market is
only 6% in comparison with soft drinks,
alcoholic and other beverages. The percentage of market share is less in comparison with global
standard though the possibility to promote the brand in the market is huge as Indian economy is
booming and GDP has shown consistent growth of 9% for last three years.
5.2. Advantages and Disadvantages of Energy Drink
5.2.1. Desirable Effects
A variety of physiological and psychological effects have been attributed to energy drinks and their
ingredients. Two studies reported significant improvements in mental and cognitive performances as
well as increased subjective alertness. Excess consumption of energy drinks may induce mild to
moderate euphoria primarily caused by stimulant properties of caffeine and may also induce agitation,
anxiety, irritability and insomnia. During repeated cycling tests in young healthy adults an energy drink
significantly increased upper body muscle endurance. It has been suggested that reversal of caffeine
withdrawal is a major component of the effects of caffeine on mood and performance.
Restorative properties were shown by a combination of caffeine and the sugar glucose in an energy
drink, and some degree of synergy between the cognition-modulating effects of glucose and caffeine
was also suggested. In one experiment, a glucose-based energy drink (containing caffeine, taurine and
glucuronolactone) was given to eleven tired participants being tested in a driving simulator. Lane
drifting and reaction times were measured for two hours post-treatment and showed significant
improvement.
Two articles concluded that the improved information processing and other effects could not be
explained in terms of the restoration of plasma caffeine levels to normal following caffeine withdrawal.
- 13 -
Fig. December, 2009. Source: Bevnet
14. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
5.2.2. Adverse Effects
Caution is warranted even for healthy adults who choose to consume energy beverages. Consumption
of a single energy beverage will not lead to excessive caffeine intake; however, consumption of two or
more beverages in a single day can.[10][11]
Other stimulants such as ginseng are often added to energy
beverages and may enhance the effects of caffeine, and ingredients such as guarana themselves
contain caffeine. Adverse effects associated with caffeine consumption in amounts greater than
400 mg include nervousness, irritability, sleeplessness, increased urination, abnormal heart rhythms
(arrhythmia), and stomach upset. Energy drinks do not provide electrolytes, and have a higher
likelihood of an energy "crash-and-burn" effect. Caffeine in energy drinks can excrete water from the
body to dilute high concentrations of sugar entering the blood stream, leading to dehydration. If the
body is dehydrated by 1%, performance is decreased by up to 10%.
In the US, energy drinks have been linked with reports of nausea, abnormal heart rhythms and
emergency room visits. The drinks may cause seizures due to the "crash" following the energy high that
occurs after consumption. Caffeine dosage is not required to be on the product label for food in the
United States, unlike drugs, but some advocates are urging the FDA to change this practice.
The popular energy drink Red Bull was banned in France after the death of eighteen-year-old Irish
athlete Ross Cooney, who died as a result of playing a basketball game after consuming four cans of
the drink. This ban was challenged in the European Court of Justice in 2004. The French Scientific
Committee (J.D. Birkel) concluded that Red Bull has excessive amounts of caffeine. Denmark also
banned Red Bull for a while, although the ban has recently been revoked. Britain investigated the
drink, but only issued a warning against its use by pregnant women and children.
In 2009 a school in Hove, England requested that local shops do not sell energy drinks to pupils. Head
teacher Malvina Sanders added that "This was a preventative measure, as all research shows that
consuming high-energy drinks can have a detrimental impact on the ability of young people to
concentrate in class." The school has negotiated for their local branch of Tesco to display posters
asking pupils not to ask for the products.
6. RESEARCH METHODOLOGY
The general purpose of this study is comparative analysis of various brands of energy drink from
consumer’s point of view. After detailed review of the research following objectives are to be
determined:
To understand and identify the energy drink market in india
To understand consumer preference and their consuming habits
To analyze the market opportunities and drawbacks
- 14 -
15. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
6.1. Research Design
The method used is basic research method (exploratory).
Data collection Method: The respondents will be asked to fill up an online questionnaire.
Data collection place: We have chosen an online survey as the media. Kwicksurvey.com was
selected to upload the questionnaires and a link was generated and the same was emailed to
the respondents spread throughout major metropolitan cities in India for e.g. Mumbai,
Kolkata, Delhi and Chennai. The target respondents were segmented based on various
gender, age group, income range etc.
Survey Link: http://www.kwiksurveys.com/online survey.php?surveyID=KKHNKN_5d331815
6.2. Sample Design
Sampling Method: The sampling method used is Stratified sampling (Probability Sampling Method).
As each group has small variation within itself but there is a significant variation between different
strata’s (groups).
Sample Size: As 20-24 crore (Source: B&L site, Business Hindu Line) people drink energy drink in
India. To determine the sample size we have conducted Pilot Study of 18 respondents. We found
that out of 18 respondents, 3 respondents prefer to have energy drink and 15 people do not prefer
to have energy drink.
So, p (Estimated proportion of success) = 0.17
q (Estimated proportion of failure) = 0.83
The formula for estimating sample size in case of proportions is
n = (Z / E)2
pq
Z (95% Confidence level in standard error units) = 1.96
E (Maximum allowance for error between
true proportion and sample proportion) = 0.07
n = (1.96/0.07)2
x 0.17 x 0.83= 106.30 =108.89 = 109 (approx)
So, the sample size calculated by above formula is 109.
After allowing 10% for non-response error, the final sample size is 120.
Survey Area: We intent to take survey (questionnaire) from metropolitan city of India. It was
basically an online Survey where self-administered questionnaire posted on a web site
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16. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
(www.kwicksurvey.com). The link was send to several respondents. Hence, we divided our sample
of 120 in proportion to the population of these areas.
Mumbai (37%): 45
Kolkata (14%): 17
Chennai (15%): 18
Delhi (34%): 41
Total 120
Source: http://en.wikipedia.org/wiki/List_of_most_populous_cities_in_India
6.3. Data Processing and analysis
Data will be processed using standard editing and coding procedures (simple and cross tabulations).
Data will be analyzed using:
Statistical tools:
It is a case of Multivariate Analysis, because the research objectives are multidimensional and
more than three variables (i.e. price, safety, content, brand etc.) are analyzed at one time.
The analysis will be done using Non Parametric analysis (Friedman test) which allows
simultaneous investigation of the effect of two or more factors. In this test, values of the
variables are ranked for each case. The Friedman test determines if the average rankings differ
across variables.
The analysis will also be done by Hypothesis Testing, to test the market acceptance level of
energy drink in India in comparison with global market standard. Globally the energy drink
market is around 60% (It’s an average market share of energy drink in US and European market).
Hence, we consider that in a country like India where GDP has grown by 9%, the possibility to
promote the energy drink market is possible if at least 40% people prefer to have energy drink in
the metropolitan city.
H0 = 40% People prefer to have energy drink in metropolitan city
H1 < 40% People do not prefer to have energy drink in metropolitan city
It’s a single tail (1-t) test
Graphical representations:
Bar charts and Pie charts.
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17. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
DATA ANALYSIS AND INTERPRETATION
6.3.1. Overall buying and awareness behavior
Respondents Frequency Percent Valid Percent Cumulative Percent
Aware 50 41.67% 41.67% 41.67%
Unaware 70 58.33% 58.33% 100%
Total 120 100.00
Respondents Frequency Percent Valid Percent Cumulative Percent
Buyer 29 23.33% 23.3% 23.33%
Non Buyer 91 76.67% 76.67% 100%
Total 120 100.00
Hence, it can be observed that awareness level is less; around 42% of the total population and
23% of the respondents consume energy drink.
6.3.2. Demographic Segmentation analysis
Gender Buyer Analysis
- 17 -
Gender Frequency Percent Valid Percent Cumulative Percent
Female 10 34.17% 34.17% 34.17%
Male 19 65.83% 65.83% 100%
Total 29 100%
18. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
It was found from the survey that energy drink segment in Indian market is driven by approx 66%
of male consumer.
Gender Awareness
- 18 -
Female Frequency Percent Valid Percent Cumulative Percent
Aware 26 65% 65% 65%
Unaware 14 35% 35% 100%
Total 40 100%
Male Frequency Percent Valid Percent Cumulative Percent
Aware 54 67.50% 67.50% 67.50%
Unaware 26 32.50% 32.50% 100%
Total 80 100%
19. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
It was observed from the study that awareness about the energy drink among the male and female
is almost same.
Age Group
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20. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
It could be identified that age group 20-25 and 25-30 respondents are most potential buyer and
can be considered as target market for positioning any new brand or vice versa.
Income range
- 20 -
Age Group Awareness Frequency Percent Valid Percent Cumulative Percent
15-20 1 2.99% 2.99% 2.99%
20-25 24 47.76% 47.76% 50.75%
25-30 21 41.79% 41.79% 92.54%
30 and above 4 7.46% 7.46% 100%
Total 50 100% 100%
Age Group Buyers Frequency Percent Valid Percent Cumulative Percent
15-20 1 2.86% 2.86% 2.86%
21-25 13 45.71% 45.71% 48.57%
26-30 12 40.00% 40.00% 88.57%
30 and above 3 11.43% 11.43% 100%
Total 29 100%
21. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
It can be observed that 3-5 lacs income range people are the main consumer for energy drink and
income range more than 5 lacs is the potential customer that can be targeted for positioning the
brand.
Geographical Positioning
- 21 -
Income Range Awareness Frequency Percent Valid Percent Cumulative Percent
Less than 3 lacs 14 28.57% 22.86% 22.86%
3-5 lacs 17 33.77% 40.00% 62.86%
More than 5 lacs 19 37.66% 37.14% 100%
Total 50 100%
Income Range Buyer Frequency Percent Valid Percent Cumulative Percent
Less than 3 lacs 6 22.86% 22.86% 22.86%
3-5 lacs 12 40.00% 40.00% 62.86%
More than 5 lacs 11 37.14% 37.14% 100%
Total 29 100%
22. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Location Awareness Frequency Percent Valid Percent Cumulative Percent
Mumbai 17 34% 41.38% 41.38%
Kolkata 10 20% 10.34% 51.72%
Chennai 8 16% 17.24% 68.97%
Delhi 15 30% 31.03% 100%
Total 50 100%
Mumbai and Delhi are the maximum consuming cities for energy drink. The awareness level is
also found to be high.
- 22 -
Location Buyers Frequency Percent Valid Percent Cumulative Percent
Mumbai 12 41.38% 41.38% 41.38%
Kolkata 3 10.34% 10.34% 51.72%
Chennai 5 17.24% 17.24% 68.97%
Delhi 9 31.03% 31.03% 100%
Total 29 100%
23. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
6.4.3. Behavioral Segmentation
Brand Preference
Brands Frequency Percent Valid Percent Cumulative Percent
Red bull 14 50% 50% 50%
Cloud 9 4 16% 16% 66%
Power horse 1 2% 2% 68%
Rhino 2 8% 8% 76%
Current Bullet 1 2% 2% 78%
Amway XL 3 10% 10% 88%
Pepsi SoBe 1 2% 2% 90%
Gatorade 1 2% 2% 92%
Coca-Cola Burn 2 8% 8% 100%
Total 29 100% 100%
It is clearly visible that the preference for red bull energy drink is predominant over other brands.
Frequency of usage
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24. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Respondents Frequency Percent Valid Percent Cumulative Percent
Everyday 1 3% 3% 3%
A couple of times a week 2 7% 7% 10%
Once a week 3 10% 10% 20%
A couple of times a month 6 21% 21% 41%
On occasions like parties,
social gathering etc.
17 59% 59% 100
Total 29 100%
It can be concluded that respondents buying behavior is not regular. It’s only occasional as most of
the respondents prefer it during parties, social gathering etc.
Buying location
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25. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Respondents Frequency Percent Valid Percent Cumulative Percent
Nearby retail outlets 7 25% 25% 25%
Supermarkets 12 40% 40% 65%
Restaurants 6 23% 23% 88%
Clubs 1 2% 2% 90%
Wine shop 1 4% 4% 94%
Others 2 6% 6% 100%
Total 29 100%
People prefer to purchase the energy drink from supermarket or restaurants or nearby retail
outlets.
Consumer preference
Consumer preference for energy drink while purchasing in terms of price, brand, flavor and content
were studied. This information can show the expectation pattern of consumer in general. This
needs to be identified correctly for promoting and positioning the brand in the market.
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26. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Analysis of Factor:
Friedman Test
Ranks
Mean Rank
Price 3.74
Brand 2.06
Flavour 1.96
Content 1.91
In Friedman test, the values of the variables are ranked for each case. The table lists the average
rank for each variable. Low rank corresponds to low value of the variables. The Friedman test
determines if the average ranking differ across variables.
From the study, it is can be concluded that content is the most important factor while buying an
energy drink and people do not consider price as the most critical factor.
1 2 3 4 5 Total
Price 4.00 7.00 24.00 41.00 24.00 100.00
Brand 33.33 30.30 33.33 3.03 0.00 100.00
Flavor 47.00 23.00 20.00 7.00 3.00 100.00
Contents 57.58 13.13 13.13 13.13 3.03 100.00
The pattern is also exhibited in the graphical form.
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
1 2 3 4 5
S tars
P rice
Brand
F lavor
C ontents
- 26 -
Parameter Rank according to importance
Contents 1
Flavour 2
Brand 3
Price 4
27. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
The behavioral pattern was studied considering a rating of 1-5 in with 1 being most preferable and 5
being the least preferable on the scale. Here the consumer preference was plotted to find their
preference in terms of price, brand image, flavor and contents. It was observed that the people
preferred the contents of the energy drink over its price and other factors while considering a purchase
Consumer outlook towards Red Bull
From the graph it can be stated that only 32% of the population don’t like red bull. Otherwise,
people like red bull because of its taste and it’s making an image statement for the individual.
People feel red bull is not price competitive as well as the packaging standard need to be
improved.
Non responsiveness towards Energy Drink
- 27 -
Responses Frequency Percent Valid Percent Cumulative Percent
I like the taste of their products 12 32% 32% 32%
They are priced competitively 3 6% 6% 38%
I like the packaging 3 6% 6% 44%
It makes an image statement 9 24% 24% 68%
I do not buy Red Bull 12 32% 32% 100%
Total 39 100%
28. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Health risk
Health Risk Frequency Percent Valid Percent Cumulative Percent
Yes 29 24% 24% 24%
No 3 3% 3% 27%
Can't say 88 73% 73% 100%
Total 120 100%
Reason for disliking Energy Drinks
Health Risk Frequency Percent Valid Percent Cumulative Percent
I don’t like it 23 19% 19% 19%
I find it too expensive 31 26% 26% 45%
I prefer other beverages 66 55% 55% 100%
Total 120 100%
24% of the respondents believe that energy drink is associated with health risk while 73% of the
populations are not sure about the effect.
People prefer to have other beverage as well as they find it too expensive to afford.
6.4.4. Psychographic Segmentation
Places
Places Frequency Percent Valid percent Cumulative percent
Home 5 16% 16% 16%
Office 3 12% 12% 28%
College campus 3 10% 10% 38%
Pub 3 12% 12% 50%
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29. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Nightclub 3 10% 10% 60%
Gym 2 6% 6% 66%
Joggers Park 1 3% 3% 69%
Sports Club 2 7% 7% 76%
Restaurant 4 15% 15% 91%
Café 3 9% 9% 100%
Total 29 100%
People prefer to have energy drink in home as well as in restaurant. This indicates that there is a
possibility to promote the brand within the friend circle as well as family members. This can be the
target group for positioning.
Value for Money
Value for money Frequency Percent Valid Percent Cumulative Percent
Yes 6 21% 21% 21%
No 12 40% 40% 61%
Can't say 11 39% 39% 100%
Total 29 100%
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30. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
The Indian market is very price sensitive. The high price of the energy drink is one of the
drawbacks for promoting as well as positioning this brand.
Familiarity with Red Bull energy drink
Responses Frequency Percent Valid Percent Cumulative Percent
I currently buy their energy drinks 37 31% 32% 32%
I have seen it advertised 38 32% 6% 38%
I have seen friends using it 23 19% 6% 44%
I have seen others using it 16 13% 24% 68%
Never heard of it 6 5% 32% 100%
Total 120 100
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31. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Though Red Bull is market leader but it’s awareness among the people is still less. 32% of the
population never heard about it.
6.4.6. Scope for Energy drink Promotion
Substitution role by Energy drink, can they replace other popular beverages?
Substitution Frequency Percent Valid Percent Cumulative Percent
Yes 53 44% 44% 44%
No 38 32% 32% 76%
Can't say 28 24% 24% 100%
Total 120 100
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32. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
The possibility of energy drinks to compete with popular beverages like soft drinks, juices & other
non-alcoholic beverages were investigated. The responses are positive.
Promotion approaches for energy drink
Substitution Frequency Percent Valid Percent Cumulative Percent
Yes 21 17% 17% 17%
No 34 28% 28% 45%
I don’t care, I would
buy anyway 66 55% 55% 100%
120 100%
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33. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
If an energy drink was endorsed by a celebrity or sports star whether that could affect the buying
behavior. Hence, consumer behavior is dominated by individual taste and preference (price, brand
etc) that can’t be influenced by celebrity endorsement.
Brand Image
Substitution Frequency Percent Valid Percent Cumulative Percent
Established brands 55 46% 46% 46%
Willing to try new brands 17 14% 14% 60%
No such preference 48 40% 40% 100%
Total 120 100%
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34. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Consumer preference is more towards established brands to influence their consuming behavior.
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35. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
6.5. Hypothesis testing
In hypothesis testing we are evaluating the feasibility of comparing the research results with the
market share of energy drink in India. From the research results it is found that around 23% people
prefer to have energy drink in metropolitan cities. So hypothesis statement will be:
H0 = 40% People prefer to have energy drink in metropolitan cities.
µHo = 0.4
H1 < 40% People prefer to have energy drink in metropolitan cities.
µH1 < 0.4
PHO = Hypothesized value of preference (market share of energy drink) = 0.4
qHO = Hypothesized value of non preference (market share of other drink) = 0.6
n = Sample size = 120.
P = Sample proportion preferring energy drink = 0.23
Level of Significance for testing the Hypothesis (0.05)
σP = ( PHO X qHO ) / n = Standard error of Proportions.
= (0.40 X 0.60) / 120 = 0.045.
Z = ( P - PHO ) / σP = (0.23 – 0.40) / 0.045
= -3.778
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36. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Hence we accept the null hypothesis is not right and conclude that people in India (<40%) do not prefer
to have energy drink.
The fact also revealed the same aspect that in India only 6% people prefer to have energy drink. Hence,
a proper marketing mix and strategy is required to promote the energy drink market in India.
- 36 -
Acceptance Region
Z-1.64-3.778
Standard Sample Proportion
37. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
7. LIMITATIONS
The following limitations were found:
The databases of existing customers were not available. Hence, samples were
approached in the internet at random
Maximum respondents were filled the questionnaire when they are at their
workplace. Hence, their responses were not that much involving as they were
busy
Time constraints did not allow the research to be carried out on an extensive
scale
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38. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
8. Summary of findings
8.1. Energy drink Market in India
It was found that only 23% of the respondents consume energy drink and awareness level is
also less around 42% of the total population
Survey result revealed that energy drink segment in Indian market is driven by approx 66%
of male consumer though the awareness level is almost same in both the cases
It could be identified that age group 20-25 and 25-30 respondents having income range 3-5
lacs or above are most potential buyer and can be considered as target market for
positioning any new brand or vice versa
Considering awareness and consumption, among metropolitan cities Mumbai and Delhi was
found to be the faster growing target zones
8.2. Consumer behavior and Preference towards energy drink
It was found that people buying behavior is not regular. It’s only occasional. People prefer it
during parties, social gathering. Apart from that people also prefer it while driving as well as
before exam to reduce fatigue and increase the working efficiency.
People prefer to purchase the energy drink from supermarket or restaurants or nearby
retail outlets.
People prefer to have energy drink in home as well as in restaurant. This indicates that
there is a possibility to promote the brand within the friend circle as well as family member.
This can be the target group for positioning.
It was observed that people are price as well as brand sensitive. They want average price
energy drink from a reputed brand. The flavor should be good as well as the content should
be healthy.
29% of the respondents believe that energy drink is associated with health risk while 73% of
the population is not sure about the effect.
People prefer to have other beverage as well as they find it too expensive to afford.
The Indian market is very much price sensitive. The high price of the energy drink is one of
the drawbacks for promoting as well as positioning this brand.
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39. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
8.3. Red Bull market in India
It was clearly observed that the preference for red bull energy drink is predominant over
other brands.
Though Red Bull is market leader but its awareness among the people is still less. 32% of the
population never heard about it.
From the graph it can be stated that only 30% of the population don’t like red bull.
Otherwise, people like red bull because of its test and it’s making an image statement for
the individual. People feel red bull is not price competitive as well as the packaging standard
need to be improved.
8.4. Scope of Energy Drink Market in India
The possibility of energy drinks to compete with popular beverages like soft drinks, juices &
other non-alcoholic beverages were investigated. The responses are positive.
Consumer behavior is dominated by individual taste and preference that can’t be influenced
by celebrity endorsement
Consumer preference is more towards established brand to influence their consuming
behavior.
9. RECOMMENDATION
• Awareness among the people need to be increased to promote energy drink by introducing
proper marketing mix strategy
• An integrated marketing is carried out would minimise the illusion among the potential buyers
about the adverse effect of energy drink on health
• Aggressive marketing strategy if adopted could benefit the placing of brand image in consumer
mind particularly the target group age 20-39 years with an income of 3 lacs plus
• Price can be reduced further to stimulate more buying tendency
9. Future of Energy drink
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40. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Indian non-alcoholic drinks market has seen robust growth over the past few years. Non-alcoholic
drinks market is broadly classified into carbonated drinks, non-carbonated drinks and hot beverages.
These include juices, energy drinks, carbonated drinks, tea, coffee and bottled water. The market
reported a growth of nearly 21% in 2008 on the back of growing economy, increasing income level,
changing lifestyle and increasing concerns over health and wellness. Moreover, liberalization in trade
policies has attracted large investments into the country and transformed into rapid market growth.
According to RNCOS’s new research report “Indian Non-Alcoholic Drinks Forecast to 2012”, the Indian
non-alcoholic drinks market is forecasted to grow at a CAGR of 15% during 2009-2012. The segment
level analysis shows that the highest growth will be seen by the Fruit/Vegetable juice segment which is
expected to grow at a CAGR of around 30% in value terms during 2009-2012. It will be closely followed
by the Energy drinks segment, with future CAGR pegged at around 29% for the same period.
Source: http://www.rncos.com/Press_Releases/Non-Alcoholic-Drinks-Market-Set-to-Boom-in-India.htm
10. REFERENCES
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41. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
www.kwicksurvey.com
www.researchwikis.com
www.Indiainfoline.com
www.redbull.com
www.allinenergy.com
www.middayclassfields.com
www.energy-drink-ratings.blogspot.com
www.just-drinks.com
http://www.rncos.com/Report/IM205.htm
Business Research Method By William G Zikmund
Survey Link: http://www.kwiksurveys.com/online-survey.php?surveyID=KKHNKN_5d331815
11. Survey on energy drinks March 2010
This survey is intended to study the energy drinks market in India with Red Bull in perspective. There
are a total of 21 questions about energy drinks and Red bull. Finishing this survey will not take you
more than 5 minutes. We appreciate and value your time and effort for expressing your opinions.
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42. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Q1. Can you tell us something about yourself?
Name:
Company:
City/Town:
*Q2. Are you aware of energy drinks?
Yes
No
Q3. Do you currently drink energy drinks? (If you choose NO you can directly go to Q17)
Yes
No
*Q4. Are you...?
Male
Female
*Q5. What is your age group?
Below 16
16-20 years
21-25 years
26-30 years
Above 30
*Q6. What is your household income per annum?
Less than 3 lacs
3-5 lacs
More than 5 lacs
Q7. If yes what brands of energy drinks are you aware of? (Select all that apply)
Red bull
Cloud 9
Power horse
Rhino
Current
Bullet
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43. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Amway XL
Pepsi SoBe
Gatorade
Coca-Cola Burn
XXX
Others (Please specify) ____________
Q8. If yes how often do you drink energy drinks?
Everyday
A couple of times a week
Once a week
A couple of times a month
On occasions like parties, social gathering etc.
Others (Please specify)____________
Q9. From which of the following places do you buy energy drinks? (Select all that apply)
Nearby retail outlets
Supermarkets
Restaurants
Clubs
Wine shop
Others (Please specify)____________
Q10. Do you drink alcohol, if yes than with what do you consume it? (Select all that apply)
Soft Drinks
Fruit Juice
Energy Drinks
No, I do not drink alcohol
Others (Please specify)____________
Q11. Which of the following places do you, or would you like to drink energy drinks? (Select all that
apply)
Home
Office
College campus
Pub
Nightclub
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44. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Gym
Joggers Park
Sports Club
Restaurant
Café
Others (Please specify)____________
Q12. Rank according to preference. What would you consider is most important while purchasing an
energy drink? (5 stars being most important)
Price *****
Brand *****
Flavor *****
Contents *****
Others (Please specify)____________
Q13. Do you think that energy drinks are value for money?
Yes
No
Can’t say
Q14. How are you familiar with Red Bull? (Select all that apply)
I currently buy their energy drinks
I have seen it advertised
I have seen friends using it
I have seen others using it
Never heard of it
Others (Please specify)____________
Q15.What makes you buy Red Bull over other brands? (Select all that apply)
I like the taste of their products
They are priced competitively
I like the packaging
It makes an image statement
I do not buy Red Bull
Others (Please specify)____________
Q16. Do you feel there is any health risk associated with Red Bull?
Yes
No
Can’t say
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45. ENERGY DRINKS MARKET IN INDIA RESEARCH METHODOLOGY
Q17. Why don’t you drink energy drinks? (Select all that apply) (This question is for respondents who
marked Q7 as “No”, others please ignore.)
I don’t like it
I find it too expensive
I prefer other beverages
Others (Please specify)____________
Q18. Do you think that in the future energy drinks can compete with popular beverages like soft drinks,
juices & other non-alcoholic beverages?
Yes
No
Can’t say
Q19. If you were made aware of energy drinks would buy them? (This question is for respondents who
marked Q5 as No, others please ignore.)
Yes
No
Can try once
Q20. If given a choice would you prefer to buy an energy drink from..?
Established brands
Willing to try new brands
No such preference
Others (Please specify)____________
Q21. Would you buy an energy drink if it was endorsed by a celebrity or sports star?
Yes
No
I don’t care, I would buy anyway
- 45 -