Energy Drinks Market in Denmark

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Table of Contents
1. Introduction3
1.1 Problem Description3
1.2 Problem Statement3
1.2.1 What is the preference of customers between Burn and Red Bull?3 1.2.2 How should Burn products be developed and how should they be priced?3 1.2.3 How should Coca-cola Denmark promote and distribute Burn?3 1.3 Definitions3

1.3.1 Energy drink3
1.3.2 Burn energy drink4
1.3.3 Red Bull energy drink4
1.4 Demarcations (Scope and limitation of the study)4
2 Theoretical Background4
2.1 Market segmentation5
2.2 Competitive Benchmark Analysis5
2.3 Marketing Mix (4 Ps)5
3 Methodology Description5
3.1 Research Design5
3.2 Primary and secondary data collection5
3.3 Qualitative data collection6
3.4 Quantitative data collection6
4 Presentation and analysis of data6
4.1 Market Segmentation of energy drinks6
4.1.1 Analysis of Focused group interview:6
4.1.2 Analysis of Online questionnaire survey7
4.2 Competitor Benchmark (Burn and Red Bull)10
4.2.1 Analysis of Focused group interview:10
4.2.2 Analysis of Online questionnaire survey11
5 Findings and summary of the analysis13
6 Recommendations14
6.1 Product14
6.2 Price14
6.3 Place14
6.4 Promotion14
7 Conclusion15
8 References16
9 Appendices17

1. Introduction
Danish soft drinks sales have recorded positive volume growth in recent years. Strong volume growth was recorded in energy drinks sales attributed to the aggressive marketing and new product launches. Some of the major players in the Danish energy drink market are Burn and Red Bull. Accordingly, the main aim of this report will be to identify and analyze the possible ways for Burn energy drink product to compete with the world famous energy drink Red Bull which has recently entered into Danish energy drink market in 2009. 1.1 Problem Description

In 2009, the Danish Veterinary and Food Administration approved the increase of caffeine level in energy drink. This has given a wide-open-door for beverage companies to develop in this segment. Taking advantage of this opportunity, Red bull the world’s most famous energy drink company, started to compete within the Danish energy drink market. On the other hand, Coca-cola Denmark also considered it as an opportunity to further develop product chain of its energy drink Burn. In Denmark, Burn has been dominating the energy drink market so far but now with the entry of Red Bull into the market it will now have to strategically develop its marketing mix to find a better way to compete with Red Bull and maintain its dominant position. 1.2 Problem Statement

We define the problem question for our research as follows:
How could Burn compete with Red Bull on the Danish energy drink market? To support main question we have formulated some sub questions. They are as follows: 1.2.1 What is the preference of customers between Burn and Red Bull? 1.2.2 How should Burn products be developed and how should they be priced? 1.2.3 How should Coca-cola Denmark promote and distribute Burn? 1.3 Definitions

1.3.1 Energy drink
Energy drink can be defined as a drink or the beverage that contains higher doses of caffeine and other stimulating agents that give you instant energy. The doses of the caffeine and the stimulants are legally approved by the government health authorities. The main purpose of drinking an Energy drink is to get an instant energy to your body. 1.3.2 Burn energy drink

Burn Energy Drink is a functional beverage, mixture of 14 ingredients that come in a 16 ounce can and is available at almost every grocery store or convenience store across Denmark. It is one of the products of Coca-Cola Company. 1.3.3 Red Bull energy drink

Red Bull Energy Drink is a functional beverage, specially developed for periods of increased mental and physical exertion. It can be drunk in virtually any situation: during sports, at work, whilst driving and during leisure activities. 1.4 Demarcations (Scope and limitation of the study)

As every report has...
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