qualitative research on rockstar energy drink

TEAM 6TANTINGLINYINGYUANDENGRUIBINGJIVERONICAESTUARTKEFUZHU

Founded in1998byRussellWeinerandcreatedin2001anditis

basedinLasVegas

Thethird leadingenergydrinkbrandinNorthAmericawith10%

marketsharetoday

Sellsmorethan20flavorsinmorethan30countries

Switcheddistributors fromCoca-ColatoPepsiCointhesummer

of2009

Sponsorsarangeofactionsportsandmusicevents,including the

MayhemFestivalandtheUproarFestival

PositioningBrandHistoryRegisteredslogan“PartyLikeaRockStar”

“scientificallyformulatedtospeedtherecoverytimeofthosewholeadactiveandexhaustinglifestyles—fromathletestorockstars”

Differentiateitselffromthemarketleader,RedBull,byusinga16oz cansize(againstRedBull's8oz can)andmarketing itselfas"twicethesizeofRedBullforthesameprice!"

Youngadults,especiallymales,from16to35yearsold

- Wholeadabusy,on-the-golifestyleandfeeltheextreme

needforenergyboost

- Whoareadventurousthrillseekers

- WhoappreciateRockstarlifestylefromextremesportsto

extrememusic

TARGETMARKET

-NO.2Monsterwith39%U.S.marketshareTagline“UnleashtheBeast”

-NO.1RedBullwith43%U.S.marketshare-Tagline“RedBullgivesyouwings

Red Bull

1Monster

2COMPETITION

-Newcompetitor-Starbucksenergydrinks

3Startbucks

BUSINESSPROBLEM

Theenergydrinkindustryisgrowingbutthebiggestcompetitorsaregrowingfaster thanRockstarandnewcompetitorsarecomingin.Rockstarsalesaredropping.

Lowbrandawareness

Understand consumer’s preferences and habits to revealinsights about our brand so that we can improve it and findnew ways to promote our product by developing effectiveadvertising campaigns

PURPOSEOFTHESTUDY

RESEARCHMETHOD

1 2

3 4 5

Projectivetechniques(IfRockstar was aperson,describehowhe/shewouldbe?)

Socialmediaandtextanalytics

Blindtastetest

FOCUSGROUPSinNYC1 Group 10 Respondents- 6malesand4females, 18to25yearsold,UndergraduateandGraduatestudentswho arecasualenergydrinkers

Secondarydata

3 42NATIONALITY OCCUPATION CONSUMPTION

1AGE

SCREENINGREQUIREMENTS(FocusGroup)

Between18to25yearsold

PermanentresidentintheUnitedStates

Undergraduateor/andgraduatestudent

Casualenergydrinker(atleasthashadoneenergydrinkinthepastmonth)

-Whatisyourpreferredenergydrinkbrand?Why?-Differencesamongenergydrinkbrands(RedBull,MonsterandStarbucksenergydrinks)

AREASOFDISCUSSION

ADVERTISING

1

2

3

4

ENERGYDRINKS

DECISIONMAKINGPROCESS

USEANDTARGET

-Whatmattersmostwhenyouchooseanenergydrinks?(Taste,price,availability,package,healthiness)

-Inwhatsituationsdoyoudrinkenergydrinks?-Whodrinkenergydrinksthemost?

-HowisRedBulladvertised?Monster?Rockstar?Doyourecallanyadvertisements?-Channelsimpactandsponsorshipsideas

5 ASSOCIATIONS-Personalitytraits,emotionsandwordsassociatedwithRockstar,MonsterandRedBull

DECISIONMAKINGPROCESS

ENERGYDRINKPERFERENCE1

2

ADVERTISING

USEANDTARGET3

4

ASSOCIATION5

• BrandPreference:RedBullisthepreferredbrandandpeopletendtobemoreloyaltoitbecauseofitspopularityandreliability.

• ResultofBlindTest:HalfoftheparticipantschoseRedBullasthebesttasteandtheotherhalfchoseRockstar!

• Health Concern: Respondents statethattheydon’tworryaboutthehealthyissuesanddon’treallycareaboutthelow-caloriedrinks.

KEYFINDINGS

DECISIONMAKINGPROCESS

ENERGYDRINKPERFERENCEC1

2

ADVERTISING

USEANDTARGET3

4

ASSOCIATION5

• Iftheywantanenergyboost,peopleprefercoffeebecauseitismorenatural.Coffeeflavorsofenergydrinksaresuggested.

• Tastemattersinchoosinganenergydrink. Butiftheyhaven’ttriedit,friendsinfluencesmatterand people’s judgements when theyseeyoudrinkingacertainbrand does matter.

• Availabilityalsomatters.Ingeneral,peoplewouldnormallybuywhateverbrandisavailablewhentheywantanenergydrink.

KEYFINDINGS

DECISIONMAKINGPROCESS

ENERGYDRINKPERFERENCE1

2

ADVERTISING

USEANDTARGET3

4

ASSOCIATION5

• PrepareforexamssuchasGMAT,TOEFL

• Study,classes

• Beforedoing sports

• Longdrives

• Whengo outfor parties (VodkamixedwithRed

Bull)

• PromoteRockstaratbars?—Notagoodidea

KEYFINDINGS

DECISIONMAKINGPROCESS

ENERGYDRINKPERFERENCE1

2

ADVERTISING

USEANDTARGET3

4

ASSOCIATION5

• RedbullisadvertisedonTValot

• Monsteroften uses posters&standsonevents.Billboards(notreallyonTV)

• Rockstar doesn’t havemassadvertisements

KEYFINDINGS

DECISIONMAKINGPROCESS

ENERGYDRINKPERFERENCE1

2

ADVERTISING

USEANDTARGET3

4

ASSOCIATION5

• Brand Name and Package: Rockstar doesn’thaveastrongbrandnamethatiseasilyassociatedwithenergylikeRedBullandMonsterdo.People alsopreferRedBullandMonsterpackaging while Rockstar’s packageis often associated with beers.

• Colorofdrink:Transparentwouldbebetter,colorsareterrible,looksveryartificialandunhealthy.

• Carbonate:Shouldbecarbonatefree.

KEYFINDINGS

Rockstar RedBull Monster

Teenagerinhighschoolstartinghisfirstpunk-rockband

Douchbaghunkcollegeguy

Aged about 30,reliablefriend,professionalandsophisticated

BRANDASSOCIATION

Varythepackage

• Makethepackagingconsistentforallthedifferent flavorcans

Millennials

• Further studyofmillennialsandtheirpreferences.Bigopportunity forourbrandto emphasize theseconsumers

Maturevoice• YoungadultsseeRockstarasateenage

drink.FindamorematurevoiceforRockstartoappealbothsegments:teenagersandyoungadultswithoutloosing itscoolfunvibe

.

CONCLUSIONANDRECOMMENTATIONS

Flavors

• Coffeeandcombinations offruitjuiceflavorsare moreappealing tothedifferentsubcultures thatconsumeRCKandspecificallystudentsbetween18and25

Celebrityendorsements• Findanappropriatesinger/band to

specificallyendorseRockstar

SportsSponsorships

• Traditionalandextremesportsmixture.Keepsponsoring extremesportswhileaddingmoresportswhichRedBulldoesn’thaveapresenceonandwhichpeopleplaymorewithinthetargetaudience(e.g.kitesurfing orsoccer)

MusicAssociationandSponsor• BigassociationofRockstarwithMusic(logo,

“PartylikeaRockstarslogan”andimage)andmusicisveryimportantforour target.Werecommendexploiting thisassociationandsponsoring moremainstreamgroupsandmusiceventssuchaselectronicfestivals(Mysteryland),andotherslikeBonnaroo

Advertising• Doamassadvertisingcampaignto

increasebrandawareness• Messaging:cool,lifestyleandself-

expressionimage

FocusonCertainChannels

• Digitalandsocialmediaarethepreferredwaystoreach target.

PromotionalEvents

• Festivalsandothereventstoprovideapositiveassociationsofpairing fun,memorable, friendswiththebrand.Offerfreesamples,sellourdrinksandmerchandiseanddomore activities

CONCLUSIONANDRECOMMENTATIONS

Any Questions?

THANK YOUTHANK YOU