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Cloud 9 energy drinks come in 4 variants: Wild Berries, Pomegranate, Premium and Red grapes. It contains information on present market situation, marketing objectives of the product and also the marketing actions to be taken to achieve the objectives.
Cloud has been the official sponsor of IPL team Chennai Super Kings, but still the awareness about the product is not widespread in the market as is with the case of Red Bull, even after the publicity campaigns of the product. Cloud 9 is different from its other competitors as it is made of natural ingredients.
Vision of Cloud 9 has always been to provide India with drinks that give the consumers the desired energy boost, yet are completely healthy and have no side effects associated with other drinks. Before entering into the market, Cloud 9 management did a thorough study of the energy drink and cola market in India.
The study revealed that the market was mainly dominated by foreign players and the ingredients used in most of the popular drinks were harmful to the human body. Keeping in mind the revelations of the study, they came up with an energy drink and also caffeine-free cola which were made from completely natural ingredients and adhered to the FDA standards.
Cloud 9 has penetrated the market at a lightning speed and is now the second biggest player in the country. Usually children are discouraged from consuming colas due to the level of caffeine present, but the Cloud 9 cola can be consumed by one and all. About Energy Drinks Summary Energy drink slogans are as different as the drinks themselves, but they all work to appeal to the ideal consumer crowd.
Energy drinks, unlike other beverages, are traditionally marketed to a very small, specific consumer group. For example, some energy drink brands focus on extreme sports enthusiasts, others cater to students and their energy needs, and still others try to attract the video game crowd.
Top energy drinks by brand are Red bull in first place, followed by Rockstar and Monster. The target market for energy drinks is mostly male teenagers and young adults. Energy Drinks Industry in India Energy drinks are beverages which contain legal stimulants, vitamins and minerals including caffeine, guarana and taurine, various forms of ginseng, maltodextrin, carnitine, creatine and ginkgo biloba.
Some contain high levels of sugar and glucose. This category traditionally included caffeine based drinks which are energy boosters. Currently, the energy drink segment in India is dominated by two firms, Red Bull and Cloud 9. Cloud 9 somehow breaks the ice by introducing an energy drink with natural source of caffeine such as Gaurana, Ginseng and Taurine.
According to the market research firm, Datamonitor Plc. In contrast to that, growth of carbonated drinks in India observed a slowdown by 0.
With an increasing number of modern retail stores, the energy drinks market is expected to reach Rs 1, crore by the end of This decrease in the carbonated drinks market and the high growth of the energy drink market can be attributed to the positive changes in the perception of health and fitness among the Indian youth.
The industry foresees a huge potential for Energy Drinks. The energy drink segment is the fastest growing segment in the ready to drink category, reason being that India has a youth centric population and the fast urbanization. Market players in this product category are adopting unique marketing strategies like free sampling at schools and colleges before launching their products, sponsoring major sporting events and fashion shows.
These promotions enhance the brand recall. Brand Choice Rationale a. The energy drinks market in India is growing at a fast rate, it is in a booming phase. Its major competitor is Red Bull, an international brand and the market leader in many countries, including India. Also, its target segment will be the youth, so the project would give us a deep insight into the consumer behavior and how to popularize the product among them.
These are the major reasons behind our choice of Cloud 9 Energy Drink for the purpose of this project. It was established in the year and is headquartered in Mumbai, Maharashtra. It also has a number of variants like Pomegranate, Wild Berry and Red Grapes especially for ones who do not consume alcohol, which helps the brand to maintain its position.
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