Redbull Case Study

Topics: Marketing, Energy drink, Marketing research Pages: 15 (4253 words) Published: June 3, 2013
Analysis of Energy Drinks in Pakistan
Marketing Research

4/19/2011
SZABIST

Group Members
Ali Abbas
Amin Qureshi
Azam Naz
Qizal Shehzad

Executive Summary
We were assigned the job of analyzing the Energy Drink sector so that we can predict its trend and give an investment decision to a financer, who has got enough money and want to invest in this sector. We started our research and it was based on an immature market which lacks education regarding energy drinks. Also there are numerous existing and potential competitors on the rise which will stiffen the competition level and distribute the market share. “How is one to market an energy drink when the market does not relate with the product” The foremost problem which we faced was that the target market of Pakistan differs from other markets so it is a tough job for the energy drink market players to introduce their product and educate about it to their target market. Furthermore Pakistani market has false affiliation of Energy Drinks with alcohol. For our research we analyzed the market through questionnaires, interviews and indirect observations. The questionnaires will be filled by our potential target market and will be aimed towards individuals who belong to teenage and younger age bracket. After identifying our target market by the help of questionnaire we will conduct interviews with our newly established target market. Secondary data will also be collected in order to identify our competition. It will also be used to get financial figures regarding other energy drink companies. We will further try to get a view of the marketing strategies which are used by the energy drink companies and if they are helpful to them, has it actually helped them to increase the target market share. After the rigorous and thorough research work which we carried out, we found out that Red Bull is the market leader. After studying there marketing strategies it was evident that they have a strong market share and numerous number of people among there target market are brand loyal to Red Bull. The only problem which we found out in there marketing strategy is that they heavily rely on there promotional campaigns that is based on energy boost factor. But according to the research the biggest factor why people prefer Red Bull is its taste. On the basis of the research we can safely say that our Investor can easily invest in Red Bull as it is the market leader in energy drink sector in Pakistan. So if he want to make a safe investment with a good return Red Bull is the compnay to do it.

Letter of Submission
Enclosed is a copy of our report on the analysis of energy drinks in Pakistan. The report is a summary of our findings and market research on different energy drinks available in Pakistan. This report is submitted to Ms. Naila Imran Sidat, our marketing research teacher and is meant solely for the purpose of our final report and not meant to be published or used by another party for any other purpose.

Submitted by:
Ali Abbas

Amin Qureshi

Azam Naz

Qizal Shehzad

Marketing Research – Energy drinks
Problem Statement:
An immature market which lacks education regarding energy drinks. Also there are numerous existing and potential competitors on the rise which will stiffen the competition level and distribute the market share. ‘How is one to market an energy drink when the market does not relate with the product?’ Current situation:

All over the world energy drinks rely on unconventional modes of marketing to sustain and enhance its position in the market. Usually the target market is identified as cool and funky teenagers and young adults and solely depends on BTL promotional activities related to music, extreme sports, party, arts and craft etc.

But the point of concern is that the target market in the rest of the world and here in Pakistan has a marked difference between them. The concept of crazy music, DJs, hard core parties, dance clubs, extreme...
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