Energy Drinks Market in Denmark
Table of Contents
1. Introduction 3
1.1 Problem Description 3
1.2 Problem Statement 3
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 Definitions 3
1.3.1 Energy drink 3
1.3.2 Burn energy drink 4
1.3.3 Red Bull energy drink 4
1.4 Demarcations (Scope and limitation of the study) 4
2 Theoretical Background 4
2.1 Market segmentation 5
2.2 Competitive Benchmark Analysis 5
2.3 Marketing Mix (4 Ps) 5
3 Methodology Description 5
3.1 Research Design 5
3.2 Primary and secondary data collection 5
3.3 Qualitative data collection 6
3.4 Quantitative data collection 6
4 Presentation and analysis of data 6
4.1 Market Segmentation of energy drinks 6
4.1.1 Analysis of Focused group interview: 6
4.1.2 Analysis of Online questionnaire survey 7
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 survey 11
5 Findings and summary of the analysis 13
6 Recommendations 14
6.1 Product 14
6.2 Price 14
6.3 Place 14
6.4 Promotion 14
7 Conclusion 15
8 References 16
9 Appendices 17
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
1. Introduction 3
1.1 Problem Description 3
1.2 Problem Statement 3
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 Definitions 3
1.3.1 Energy drink 3
1.3.2 Burn energy drink 4
1.3.3 Red Bull energy drink 4
1.4 Demarcations (Scope and limitation of the study) 4
2 Theoretical Background 4
2.1 Market segmentation 5
2.2 Competitive Benchmark Analysis 5
2.3 Marketing Mix (4 Ps) 5
3 Methodology Description 5
3.1 Research Design 5
3.2 Primary and secondary data collection 5
3.3 Qualitative data collection 6
3.4 Quantitative data collection 6
4 Presentation and analysis of data 6
4.1 Market Segmentation of energy drinks 6
4.1.1 Analysis of Focused group interview: 6
4.1.2 Analysis of Online questionnaire survey 7
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 survey 11
5 Findings and summary of the analysis 13
6 Recommendations 14
6.1 Product 14
6.2 Price 14
6.3 Place 14
6.4 Promotion 14
7 Conclusion 15
8 References 16
9 Appendices 17
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
References: Pervez GH, Kjell Gr. (2005). Research Methods in Business Studies. UK. Pearson Education Bryman, A Burns, A. C. and Bush, R. F. (2006) Marketing Research, 5th ed., Prentice Hall Kotler, P Svend Hollensen, (2007) Global Marketing – a decision-oriented approach, Websites