This document discusses research conducted for developing a marketing strategy for a new energy drink brand called "Burn".
1) Research findings show that while energy drink consumption in India is growing, the brand recall for Burn is very low compared to competitors like Red Bull. Sports, exercise and partying emerged as major occasions for energy drink consumption.
2) The marketing strategy proposes telling the story of passion and perseverance through digital storytelling to position Burn in the mindspace of thrill, exhilaration and amazement. Distribution will leverage Coca-Cola's strength.
3) A budget of over 20 crores is allocated across print, television, online, events and sponsorships to promote Burn through storytelling on
3. Industry Overview
• Growing at a CAGR of about 20%, the non-alcoholic
beverages sector is currently worth about Rs. 6,000 crore,
according to a study on ‘Opportunities in the Indian Non-
Alcoholic Beverages Market´ by the Associated Chambers of
Commerce and Industry of India (Assocham).
• “Domestic consumption of non-alcoholic beverage
currently stands at about 17,200 crore litres and is likely to
cross the 34,000 crore litres mark by 2015,” said Assocham
secretary general D S Rawat while releasing the findings of
the study.
• Coca-Cola, Pepsico, Parle Agro Pvt Ltd, Dabur and Godrej
are among the leading players in the domestic non-
alcoholic beverage circuit, highlights the Assocham
study.(bmg)
5. Research – Which story to tell and
whom to narrate it to.
Phases Methodology Details
Sampling
Stratified Sampling-
Convenient Sampling Age (18-30), Location online available
Quantitative Research Online Survey 60 Respondents and counting…
6. 49.20%52.90%
Energy Drink Consumers
Yes
No
Research Data Findings
Energy
Drinks
Red Bull
Word Association
The difference between
consumers and non
consumers is small
Red Bull is synonymous
with energy drinks in
India
7. Research Data Findings
0%
20%
40%
60%
80%
100%
120%
Brand Recall
Brand Recall
Burn has a very low
brand recall compared
to the other brands
18%
22%
15%
20%
15%
10%
Use of Energy drinks
Playing Sports
Exercising or
Workout
Quenching thirst
Partying
Leisure activities
Physical Activity and
partying emerge as the
major occasions for
consumption
8. Research Data Findings
56%
44%
Alcohol Consumption
Yes
No
Majority of the target
audience consumes
alcohol
0.00%
50.00%
TV Radio Digital Newsp
aper
Retail
Outlet
s
Stores Word
of
mouth
Source
TV and WOM are way
ahead of any media for
energy drinks
9. Consumer Profiling
Ms. Pooja Sharma
•Working Woman
•Sec A+
•Likes hanging out
with friends after
work
•Weekend spot to
unwind
•Casual meetings
with clients
•24x7 internet
through her smart
phone
Mr. Amit Mishra
•MBA Graduate
•Sec A
•Hangs out at
different places and
on a look out for
something new
•Is connected to
internet through
his BB
•Takes his girlfriend
out
•Sensitive WOM
Ms. Neha Kapoor
•Married a month
back,Sec A+
•Sensitive to
WOM, Facebook
ads & promotional
offers
•Prefers classy
places & visits after
work with husband
•Always willing to
try something new.
Mr & Mrs Jain
•Married with kids
•Sec A+
•Once a week
partying
•Sensitive to
Facebook, WOM
•Brand loyal coz
they want to
depend on
something they
have know.
10. Communication Strategy
• Why repair something which is not broken
– Indianize the story
– It’s inspiring, feels authentic and is a great watch too
• Which emotions should be used in the story
– Thrill
• The thrill of jumping out of an airplane
– Exhilaration
• Make (someone) feel very happy, animated, or elated
– Amazement
• A feeling of great surprise or wonder
11. Story
• When you hit the zone
• When you are at the fag end and you still want
to keep going
• Everyone tells you to quit or reconsider
• But you still go ahead and take the leap
• In that moment of loneliness when that
burning desire ignites into flames
14. Point of Difference
1. The mind space which the brand aims to
occupy is a combination of three emotions.
2. Distribution strength of Coca-Cola.
3. Strong brand imagery internationally and
equally strong digital presence.
4. No prior associations in India.
18. Media Choice
• Digital Storytelling is the process of oral
storytelling with multi-media elements.
• Digital storytelling has become a wide
movement and is gaining more supporters.
• Digital storytelling has been shown to help
create and build communities.
19. Budget!
Print
Ad be placed in Newspapers and general magazines seasonally and in special
magazines like Femina/GQ with stories of success
Budget – 3Crores annually (cost of innovation)
Television
Ads across channels and special programs on success stories
Budget – 1Crore annually
Online
Ads on popular websites in ‘get ahead’ sections
Budget – 2Crores annually
20. Contd..
Digital
Story building to happen on Youtube and Facebook/Twitter to be used to further
enhance the experience
Budget – 50Lakhs
Promotional Events
Budget – 50Lakhs
Sponsorships and Endorsement
Sponsoring events such as Brand manager competitions at college level, Star
employee at corporate level and Real life heroes at society level
Budget – 5Crores
22. Product
• Focus on the energy
aspect
Price
• Current pricing of 75
is competitive in the
segment and should
be continued.
Place
• Opening small
outlets outside
malls, outside
college
campuses, coming
up with smaller take-
away outlets outside
workplaces and
offices
Promotion
• Story telling on the
digital platforms
• Using Youtube and
Facebook/Twitter
23. Activation
• Brand Manager Competition
• Diamond Employee Program
• Heroes program
• Tipping Point- Flagship event of Burn
• CEO Conclave
• College Champion
• Fest Star