Tzinga: Applications of Marketing Management Concepts
CONTENTS
EXECUTIVE SUMMARY 1
INTRODUCTION 2
RATIONALE 3
MARKETING DECISION PROBLEM 3
SCOPE 3
LIMITATIONS 4
DETAILED METHODOLOGY 5
LITERATURE REVIEW 7
SECONDARY STUDY 8
PRODUCT SPECIFICATION 8
STP 9
CVP 11
BRANDING 12
SWOT ANALYSIS 15
COMPETITIVE DYNAMICS: PORTER’S FORCES 17
ANSOFF’S MARKET-PRODUCT GRID 18
PRIMARY RESEARCH 19
FINDINGS 24
RECOMMENDATIONS 29 PRINT ADS 33 EXECUTIVE SUMMARY
The intent of this report is to bring out the applications of marketing management concepts. Tzinga, an energy drink was chosen for this purpose. Motivation behind selecting Tzinga comes on the purview that it is the only Energy Drink of Indian origin with an intensive growth profile for a relatively young industry. The prime objective was to understand and recommend marketing strategies for Tzinga. Focus was laid on accessing market opportunities, customer value addition, analysis of consumer market, evaluation of competitive dynamics and branding. The initial secondary research revealed the current segmentation, targeting, positioning, communication and branding strategies of Tzinga. It also uncovered the energy market trends and competition patterns. Low cost being Tzinga’s unique selling point drove it to a relative dominance in the market in a short period of time. Further, primary research constituted blind test, market survey, interviews with retailers, distributors and co-founder of hector beverages. The procedure exposed the product strength of Tzinga, reaffirmed the positioning appropriateness and unveiled the necessity of improvements in terms of price-positioning trade off, communication, distribution and brand building. Indian-ness of the product and its low price can be exploited for promotion apart from increasing availability through incentivising distribution.
EXECUTIVE SUMMARY 1
INTRODUCTION 2
RATIONALE 3
MARKETING DECISION PROBLEM 3
SCOPE 3
LIMITATIONS 4
DETAILED METHODOLOGY 5
LITERATURE REVIEW 7
SECONDARY STUDY 8
PRODUCT SPECIFICATION 8
STP 9
CVP 11
BRANDING 12
SWOT ANALYSIS 15
COMPETITIVE DYNAMICS: PORTER’S FORCES 17
ANSOFF’S MARKET-PRODUCT GRID 18
PRIMARY RESEARCH 19
FINDINGS 24
RECOMMENDATIONS 29 PRINT ADS 33 EXECUTIVE SUMMARY
The intent of this report is to bring out the applications of marketing management concepts. Tzinga, an energy drink was chosen for this purpose. Motivation behind selecting Tzinga comes on the purview that it is the only Energy Drink of Indian origin with an intensive growth profile for a relatively young industry. The prime objective was to understand and recommend marketing strategies for Tzinga. Focus was laid on accessing market opportunities, customer value addition, analysis of consumer market, evaluation of competitive dynamics and branding. The initial secondary research revealed the current segmentation, targeting, positioning, communication and branding strategies of Tzinga. It also uncovered the energy market trends and competition patterns. Low cost being Tzinga’s unique selling point drove it to a relative dominance in the market in a short period of time. Further, primary research constituted blind test, market survey, interviews with retailers, distributors and co-founder of hector beverages. The procedure exposed the product strength of Tzinga, reaffirmed the positioning appropriateness and unveiled the necessity of improvements in terms of price-positioning trade off, communication, distribution and brand building. Indian-ness of the product and its low price can be exploited for promotion apart from increasing availability through incentivising distribution.