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Client-Goa Bottler 

Product-EnergyDrinkSubmitted by;

Chandrakant Jha

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Background

• Company: Goa Bottles• Bottlers for Pepsi

• Location- Margaon

• Entering the energy drink• Brand Name - “Adrena”- a premium

energy drink 

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Cont…. 

• Product Category -Non alcoholic energy

beverage

• The category is witnessing massive growth

• The main differentiation can be created on

the basis of ingredients

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VISION

We are committed to deliver quality

products and superior customer services in ahighly efficient and profitable manner. Westrive to produce healthy financial rewards

for our stakeholders by delivering asustainable growth with honesty, fairness &

integrity.

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Mission

We will satisfy the various need states of the

consumers — hydration, energy,

enjoyment or simply having fun

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Product Profile• Category : Energy Drink

• Name- “Adrena” 

• Tag Line – Your Energy Partner• Description - Caffeine free, herbal energy

drink, reusable, flavours

• Pricing: 300ml:- Rs 45/-500ml:- Rs 70/-

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Launching Plan

• Phase I - Delhi, Pune , Mumbai

• Phase II - Nagpur, Ahmdabad , Bhopal

 ,Indor, Hyderabad and Bangalore in the 1st 

phase

Phase III- Calcutta, Chennai, Kanpur,

Lucknow, Chandigarh.

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Corporate Objective• Get 12% return on investment

• We seek to uphold the standards, grow the

market while maintaining the leadership

position and to produce healthy financial

awards

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SBU’s 

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Beverages

 Alcoholic Non-Alcoholic

Water Juices Energy Drinks

Flavoured Fruits

Vegetables

Green Apple

Cranberry

Kiwi, Apricot

Watermelon

Vitamins

Mineral

Carrot, Tomato

Bitter Gourd

Pomegranate

Black berry

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SWOT • Strength- Bottling Plant

• Weakness- No umbrella brand

•

Opportunity –

50 % growth rate in thecategory.

• Threats  – New entrants

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Competitive analysisDrink ( Share)

• Red Bull 42.6

•

Monster 14.4• Rockstar 11.4

• Full Throttle 6.9

• Sobe No Fear 5.4

• Amp 3.6

• Tab Energy 2.3

•Monster XXL 0.9

• Private Label 0.9

• Rip ItSobe Lean 0.7

• BooKoo 0.5

• Sobe Superman 0.4

•Von Dutch 0.4

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Indian context

• Red Bull

• Power Horse

• Gatorade-PepsiCo's ;200 ml pet bottle-Rs 25.

•

XL-Amway• Stamina-Gujarat Co-operative Milk Marketing

Federation; 12 for a 200-ml Tetrapak

• Rhino

•

Bullet• Cloud9

• Coca Cola

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Market profile• Market size – 500 mn

• 50% growth rate

• Energy drinks market is expected to reach*Rs1,100 crore by 2010.

• Good chance for caffeine free energy drinks .

•

several types of energy drinks products• Tea and coffee along with green tea forms

one group*Economic Times, Nov 08

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Consumer Profile• 35% percent of energy drink consumers

are above 35 years old.

• Predominantly male consumers.

• Combining energy drinks with alcohol.

• Retail culture

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Segmentation• Geographic Segmentation:

• Delhi, Pune , Mumbai , Nagpur, Ahmdabad ,

Bhopal ,Indor, Hyderabad Bangalore, Calcutta,

Chennai, Kanpur, Lucknow, and Chandigarh• Demographic Segmentation: 

Gender:- Pre-dominantly male, but females too

Occupation:- CEO’s, CFO’s, GM’s, MD’s 

SEC: A1+, A1, A2

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• Psychographic Segmentation:

Lifestyle: Outdoor oriented, sports oriented, hectic

lifestyle, achievers

Personality: 

People who go out and want to retain their current

lifestyle.

People who are health conscious( No caffeine).

People who are particular about their self esteem &

social status

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Marketing Objective• Growing the market exponentially

• Be leader in the category

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Marketing Strategy

• Convert non user into user 

• Intensive distribution

•

 Aggressive Communication Plan

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Distribution Channel

Manufacturing Unit

Carried Forward Unit

Distributor Point

Modern retail Institutions Retail

End User 

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ANSOFF Model

Market

Penetration

Product

Development

Market

Development

Diversificati

on

Existing product New Products

Existing 

Market

New 

Markets

H h

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How consumer in the

category response

Significant

Differences

Little or No

Differences

Complex

Behavior 

Variety

Seeking

Dissonan

ce

Habitual

High Involvement Low Involvement

Significant

Differences

Little or No

Differences

Currently

our 

consumer 

is varietyseeking

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• Benefit: Perceived

• Usage: Currently between low and medium,

but during the tournaments it will be on the

higher side

• Loyalty: Switchers, because currently only

Red Bull is there, so here is the opportunity for

a brand like us

• Motive: Psychological

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Plan Kya hai

• Communicate in 3 phases

• Directed at innovators

• Spillover for emulators

Awareness Launch Branding

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What we want to convey

Brand character -Success, Sense

of Pride, Enthusiasm, Thrill, Fun,

 Achievement

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 To Whom?

C.E.O.

 Youth

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WherePhase I - Delhi,

Pune , Mumbai

Phase II - Nagpur,

Ahmdabad , Bhopal

,Indor, Hyderabadand Bangalore

Phase III- Calcutta,

Chennai, Kanpur,Lucknow,

Chandigarh.

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How he consumes Media?

- Daypart

Location Mediaexposure

Morning Home, hotel Newspaper,busines

s news papers

9-11a.m.Car Radio,hordings

11-8p.m. Office Business journals,

Internet

Home,club T.V., Hordings

Phase I Delhi

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Cont.

•  Airlines

• Hotels

•

Events

Phase I - Delhi,

Pune , Mumbai

Phase II -

Nagpur,

Ahmdabad ,

Bhopal ,Indor,Hyderabad and

Bangalore Phase

III- Calcutta,

Chennai,

Kanpur,

Lucknow,Chandigarh.

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Why he will listen to us

•  Product offering - Non-caffeine , Herbal Taurine,

Zinseng,Different flavors.

• Value offering  –  Your Energy Partner 

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Communication Objective

To position our brand values, brandcharacter and bring relevance in the minds

and lives of consumers

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Communication Strategy

» Your Energy Partner 

Phase – I

Awareness

Website+advertisemants

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Phase-II 

• Sponsoring an IPL team

• Official drink partner for the IPL

Tournament IPL

• Merchandising

• PR

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ADRENA

Rajsthan Royal’s Energy Partnn

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Phase-III- Branding

• Sponsoring various national and

international tournaments like Lawn tennis,

Boxing, MotoGP and F1

• Energy Sports Bar in 4 major metros

•  Association with sports club

• Product Placement in sports channels

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A

A

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A

D

R

E

N

A

 Your 

Energy

Partner 

A

D

R

E

N

A

 Your 

Energy

Partner 

A

D

R

E

N

A

 Your 

Energy

Partner 

A

D

R

E

N

A

 Your 

Energy

Partner 

D

R

E

N

A

 Your 

Energy

Partner Adrena Professional Chess Sports

Organisation

D

R

E

N

A

 Your 

Energy

Partner 

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 Adrena Golf Clubs

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• Exclusive loyalty club for our members

• Exclusive merchandising of our energy

drink

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Packaging

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Media Vehicles

• Website

• Internet advertising

•

News papers• Business News Papers, Business

Magazine

•

Innovative media @ airports

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Cont..

• TVC on News & lifestyle

channels

• Events

• POP

ADRENA

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The End

Presented By:

Chandrakant Jha