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A NEW DRINK "SLOW COW", OFFERS CALMNESS
AND RELAXATION, CAN IT FIND A SUCCESS AS A
NICHE ALTERNATIVE TO ENERGY DRINKS LIKE
RED BULL IN UK?

Module Code: MG 3123 (Final Project)
Student Number: 0837185
Department: Brunel Business School
Degree: Business and Management (Marketing)
Supervisor: Dr May Seitanidi
Submission date: 9th March 2010
Word Count: 9200

1

Acknowledgments
First and most importantly I would like to thank all the participants who took part in my data collection and professional people who helped me in the primary research, without them the task would have been extremely difficult to complete. Secondly I would like to thank Dr May Seitanidi, who has guided, supported and encouraged me with great advice right at the beginning of my project, she was an excellent mentor. I would like to thank my family members for the endless amount of support and encouragement throughout the times of pressure and a special thanks to my most important friend Siraj Patel for having faith in me, encouraging, helping and supporting me throughout the project.

Last but not least I would like to thank the one who gave me courage and brought me this far ‘Allah’, I thank you God for providing me with willpower to tackle the most valued year in my studies.

Thank You

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Abstract
Purpose This report discusses the progress of the Slow Cow brand and evaluates the anti-energy drink market, using both primary and secondary research, to find the most successful strategic marketing plan for a new product.

Literature Review – This section assess the different stages of the marketing plan and which according to the nature of Slow Cow, would be the most successful marketing strategies to launch a new product in to the same market.

Methodological approach – For primary research, this includes Questionnaire, Concept testing and screening model. This report will investigate the aspects of the marketing mix which are appropriate to design the promotional campaign. Secondary research will be used to analyse the best way to which these marketing mix aspects can be optimised for success.

Findings and Discussion – Key findings include the assurance that the launch for a new product is both feasible and desirable. The most relevant theories have been analyzed in this part.

Research limitation – This research is limited in terms of sample size and area which does not represent the whole population of UK. Above all it mostly compares with Red Bull and does not incorporate the newest discounter range introduced as a fight back to discounter retailers.

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Contents
1. Introduction

Page 8

1.1

Background

Page 8

1.2

Rational

Page 9

1.3

Aims & Objective

Page

Project Synopsis

Page

12
1.4
13
2. Literature Review

Page 14

2.1 Marketing Planning Process

Page 14

2.2 Marketing Audit

Page 15

2.3 Marketing Strategies

Page 18

3. Methodology

Page 24

3.1 Introduction

Page 24

3.2 Primary Research

Page 24

3.2.1 Screening Model

Page 25

3.2.2 Concept Testing

Page 26

3.2.3 Questionnaire

Page 27

3.2.4 Pilot Testing

Page 28

3.3 Alternative Research

Page 29

3.4 Secondary Research

Page 30

3.5 Ethical Consideration

Page 31

3.6 Limitation of Research
4. Findings & Discussion
4.1 Introduction

Page 31
Page 32
Page 32

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4.2 SWOT analysis
4.3 PEST analysis

Page 32
Page 34

4.4 Marketing Segmentation

Page 35

4.5 Marketing Mix

Page 41

4.6 Branding

Page 49

4.7 Budgeting

Page 50

5. Conclusion & Recommendation

Page 52

5.1 Conclusion

Page 52

5.2 Recommendation

Page 53

6. References

Page 54

6.1 Books

Page 54

6.2 Journals

Page 56

6.3 Websites

Page 58

7. Appendices

Page 59

7.1 Appendix A

Page 59

7.2 Appendix B

Page 61

7.3 Appendix C

Page 63

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Contents of Figures
Fig 1

Slow Cow

Page 8

Fig 2

Different...
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