This presentation summarizes the energy drink market in Bangladesh and proposes a new product launch. The energy drink market is worth 100 crore taka and targets young and middle-aged adults. Existing brands like Royal Tiger and Pran Power have a market share of 70% and 25% respectively. The presentation recommends developing a 100% alcohol-free and halal certified energy drink called "Punch" with organic caffeine and taurine. It proposes distribution through wholesalers and retailers to supermarkets, gyms, and youth events. The marketing strategy includes TV, radio, and billboard advertising alongside social media and event promotions.

1. Welcome to our
presentation

2. What is an energy drink?

3. Situation analysis
Total market:
Now this market is worth of Tk. 100 crore.
Target consumer:
Target consumers of energy drinks are young, Teenagers and
Middle aged adult
Brand Positioning:
Energy drinks brand positioning isn’t decent in the minds
of the consumers. They think it’s not a normal soft drinks,
it’s something like drug.

4. Existing brands
Royal tiger
Pran Power
SPEED
SHARK (imported
brand)

5. Distribution and promotion
Distribution activities of each
company are – at least once in a week
per market.
Promotional activities are not so
aggressive and attractive of any brand
TV advertisement is available
Royal tiger has the strongest supply
chain and band attachment

6. • Good Market Potential.
• Upcoming Sector in the Non-carbonated
drink Segment.
• Increasing Awareness about health.
• Established & Strong Players.
• Conventional methods of Hydration still
prevalent.
• Cheaper alternatives.
THREATS
OPPORTUNITIES

7. Competitor
Analysis

8. Market Position
Royal tiger
Speed
Power
Shark

9. Market Share
70%
25%
4%
1%
Market Share
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Royal tiger70%
Speed 25%
Power 1%
Shark 4%

10. Potentiality of developing a
new energy drink market
100% alcohol free drink
Change the negative scenario
of energy drink
To push the stereotype
thoughts of people about energy
drink with different fruit flavor
To launch general products
and premium products with a
ecstatic brand positioning.

11. Demographic
•For male and female
•Age 15-50
•Middle class
•Upper class
Behavioral
•Benefit
•User status
•Usage rate
Geographical
•Urban
•Semi urban
Psychographic
Segmentation
•Sports enthusiastic
•Personality or life style
•Self concept

12. Young working adults – prefer non
alcoholic beverages to boost stamina
Social and Sports clubs
Health Centers
Spas
Gyms
Youth Events, College annual festivals;
Music concerts, Rock shows;
Lounge Bars, Discotheques, Restaurants;
School and College canteens;
Sports events like Bike races, Car races
etc.
Department stores, hypermarkets,
supermarkets

13. Positioning
•100%alcoholfree
•100%Halal
•Organiccaffeinefromtea
•Containstaurine250gmthat’sfreetheenergy
•Availablebothliquidandpowderform
•Alcohol,addedsugarandpreservativefree
•Brandname–“Punch”
•Tagline-Fastthingsfor
fastpeople.
•BrandLogo-

16. CAN PLASTIC BOTLLE ENERGY
POWDER

17. Product Features
100% alcohol FREE
100% added sugar FREE
10 Calories
2g Carbohydrate
100mg Caffeine from organic tea.
24mgNiacin(B3)
VitaminsB6& B12
Magnesium
Available in various flavors-
original, grape, strawberry
Attractive Designing and Packaging.

18. P r i c e
Our competitors price range between 25.00(bottle) TK
TO 35(can)TK.
Because of a healthy drink and our targeting
market- Recommended price between
30.00(bottle) tk to 35.00 tk.
The powder packet of ‘PUNCH’ would be
available for. 15.00 tk

19. Place/Distribution
Production
Plant
Beverage
othermedicine
WHOLESALERS
RETAILERS
AGENTS
To customer

20. ATL
 TVC
 RDC
 BILL BOARDS
BTL
 STREET
ACTIVATIONS
 VARIOUS EVENTS

21. Public relations
 Press releases
News worthy
activities.
Online media
Web presses
Social websites