Coke Burn India

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Mission
Market
Message
Media
Money
Measurement
Mission
Market
Message
Media
Money
Measurement

Current Market Scenario
Current Market Scenario
Industry Highlights
Coke Burn
Industry Highlights
Coke Burn
Distribution
Red Bull faces legal battle with their largest distributor – RNG group after snapping decade old ties. RNG used to control 90% of Red Bull’s distribution with close to 19,000 outlets Selective distribution only in 3 metros (Mumbai, Delhi and Bangalore) Distribution

Red Bull faces legal battle with their largest distributor – RNG group after snapping decade old ties. RNG used to control 90% of Red Bull’s distribution with close to 19,000 outlets Selective distribution only in 3 metros (Mumbai, Delhi and Bangalore) Manufacturing

Key market players import their product from South East Asian countries like Malaysia, Thailand etc. First and only multinational company to receive local manufacturing nod for energy drinks Manufacturing

Key market players import their product from South East Asian countries like Malaysia, Thailand etc. First and only multinational company to receive local manufacturing nod for energy drinks Market Share

Dominated by Red Bull with 71.3% market share
Depleting market share currently stands at 2.6% of the energy drinks market Market Share
Dominated by Red Bull with 71.3% market share
Depleting market share currently stands at 2.6% of the energy drinks market Market Size
Rs. 1894 million (off trade) with a CAGR of 55.7%
Rs. 49 million (off trade)
Market Size
Rs. 1894 million (off trade) with a CAGR of 55.7%
Rs. 49 million (off trade)

To increase off trade sales from Rs.49 million currently to Rs. 299 million in a year

Mission
To increase the overall market share from the current 2.6% to 10% in a year

To increase brand awareness, consumer loyalty and satisfaction

Strengthening Burn’s social media and overall online visibility

To increase off trade sales from Rs.49 million currently to Rs. 299 million in a year

Mission
To increase the overall market share from the current 2.6% to 10% in a year

To increase brand awareness, consumer loyalty and satisfaction

Strengthening Burn’s social media and overall online visibility

Communication Objectives
Awareness

Create brand awareness and visibility by crafting distinct brand imagery Consideration

Educate consumers and bring Burn in their consideration set on par with Red Bull Conversation

Induce more effective trials by engaging consumers through on ground activation

Loyalty

Implement loyalty and rewards programs ensuring consumer retention

Communication Objectives
Awareness

Create brand awareness and visibility by crafting distinct brand imagery Consideration

Educate consumers and bring Burn in their consideration set on par with Red Bull Conversation

Induce more effective trials by engaging consumers through on ground activation

Loyalty

Implement loyalty and rewards programs ensuring consumer retention

Competitor Analysis
Competitor Analysis
Mission
Market
Message
Media
Money
Measurement
Mission
Market
Message
Media
Money
Measurement

Product
Price
Place
Promotion
Red Bull original
Rs. 95 for 250ml
Pack of 4 for Rs. 359
Gyms, Café’s, Barista, Costa Coffee, Bars and Retail Outlets

* Formula 1 racing
* Soap Box Race
* Student brand ambassador
* Television Ads

* Rejuve
* Nicofix
* Minus
Rs. 95 for 250ml
CCDs, bars, retail outlets.

* Shah Rukh Khan brand ambassador
* Print Advertising
* Sunburn music festival

* Premium
* Wildberry
* Pomegranate
* Red grapes
*
* Regular
* Sugar free
* Cola
Rs. 85/90 for 250ml
Rs. 50 for 180ml
Rs. 95 for 250ml
Gyms, retail outlets

Pubs, discos, night clubs

* Shilpa Shetty brand ambassador
* Energy Drink partner of CSK
* College events
* Certain cultural and music festivals
Proposition...
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