Marketing Strategy of Rockstar Energy Drink

This report discusses the marketing strategy of Rockstar Energy Drink, including market analysis, segmentation, consumer decision making, and branding and positioning strategies.

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Executive Summery
This report intends to make discussion of the marketing strategy of Rock star Energy Drink. This
is one of the famous firms in US drink market producing high quality of drinks that can boost the
energy level of the users. Operative customer segmentation strategy is being followed by them in
terms of targeting a certain group of customers. However, as the competition in market is rapidly
increasing, it is vital for Rockstar to implement strong positioning strategy in terms of placing
the products properly in the market which is the fundamental factor for catching the attention
among the customers. Effective branding strategy is also being followed by them to maintain a
strong bonding with a powerful base of customers.

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Table of Contents
Introduction:....................................................................................................................................3
Analysis of the industry and the product:........................................................................................3
Key market segment of Rock star Energy Drink:............................................................................4
Role of consumer decision making:................................................................................................5
Marketing strategy:..........................................................................................................................6
Positioning and branding of the products:...................................................................................6
Product and price:........................................................................................................................7
Strategies for executing point of scale:........................................................................................7
Conclusion:......................................................................................................................................8
Reference list:..................................................................................................................................9

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Introduction:
In the intense competitive business environment, appropriate marketing of products is
highly significant for securing a stronger position. Goworek et al. (2015) stated that this strategy
serves the organization with the ability to sustain a long term relationship with the customers
which is very much needed for strengthening the public image of an organization. With the
assistance of strong and proactive marketing strategy, the organizations keeps the customers
informed which is highly required to generate satisfaction among them. Present paper puts forth
the discussion of the marketing strategy in the context of Rock Star Energy Drink. This is one of
the famous drink companies in US, which produces energy drinks especially. The report will
highlight in-depth analysis of the US energy drink market along with the market segmentation
strategy, followed by the company. The significance of consumer decision making. Strategies for
positioning and branding of the product will also be discussed.
Analysis of the industry and the product:
The energy drink industry of US comprises of multiple energy drink mixes, which intend
to serve the customers with extra energy. The market comprises of majority of household along
with children who consume significant amount of energy drink. In addition to that, the energy
drink market of US also consists of wide range of health conscious customers who are extremely
interested towards consuming healthy and nutritious products (Malhotra and Peterson 2014).
Rockstar is one of the leading companies in the market with 14% market share.
This is the top energy drink brand in the entire industry which is now operating their business in
more than 27 countries. Rockstar is available in the market with several brands which can have a

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firm impact on attracting a strong base of customer and thus increase rate of profit margin.
Rockstar serves the customers with an incredible energy boost (Rockstarenergy.com. 2018).
Key market segment of Rock star Energy Drink:
Market segmentation is considered as the process of dividing the market in accordance
with the age, demographics and personal choice. Age, ethnicity, education and income are the
major factors of market segmentation. One of the greatest advantages of market segmentation is
that it supports in exploring the needs and requirements of target market and act accordingly in
order to generate satisfaction among the customer (Chernev 2018). Market segmentation
comprises of dividing the population into certain groups in accordance with the characteristics.
Both demographic and psychographic segmentation strategy are being followed for Rock star
energy drink in terms of operate their business as per the demand of the customers.
Health focused customers are the fundamental focal point of Rockstar. This type of
market segment comprises of those customers who are more likely to consume products that
have rich nutritional value. As Rockstar energy drink us highly intended to boost the energy level
among the customers, therefore, they have focused this target market. This segment of customers
are highly intended towards making prompt purchasing decision (Foxall 2014). This is paving
the way for Rockstar energy drink to increase their statistics of profit. Another major target
market of Rockstar energy drink is the sporty customers.
Such type of customers are highly intended to boost their energy level while engaging in
any sports related activities. This type of customer segment is strikingly different from that of the
health focused customers, who generally explore the functional benefit of energy drink. One of
the greatest benefits of such segment of customer is that they are more attracted towards simple

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solution with greater quality (Solomon et al. 2014). This type of customers are more likely to
consume sports drink that can act as a water replacement which can facilitate them to boost their
energy level. Young adults aged in between 25 to 34 are one of the major targeted customers of
Rock star energy drink.
Role of consumer decision making:
Consume decision making is considered as the process, through which the customers
explores their needs and requirements, gather relevant information related to the product,
evaluate the other options available in the market and thereby frame purchase decision. This is
the way, through which the customers becomes more inclined towards a product. There are
certain factors of a company, which play a very significant role in strengthening consumer
decision making process (Baker 2014). For instance, logo of a company is highly imperative
factor for reinforcing the psychological bond among the customers towards certain brand.
The lucrative logo of Rockstar energy drink is acting as a driving force behind the
customers to initiate their purchasing decision. With the assistance of lucrative logo, Rockstar
energy drink has creates a strong brand identity in the market which is the key of promoting
consumer decision making. Relevant information regarding a product is also a significant factor
in promoting consumer information. With the rapid development of technology, the customers
have become more inclined towards gathering information from internet before purchasing a
product (Armstrong et al. 2015). All the information related to Rockstar energy drink are
available in the official website of the company which is making it easy for the customers to
evaluate the product before making their purchasing decision. Detailed information in the official
website is also helping the customers to evaluate the alternative products before making their
purchasing decision (Hartline and Ferrell 2014).

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Marketing strategy:
Implementation of strong marketing strategy is very much significant for promoting the
products appropriately in the market and thereby strengthen the public image. Marketing strategy
for Rockstar energy drink has been discussed below:
Positioning and branding of the products:
Proper positioning and branding of products is very much needed in terms of gathering
attention of target market (Lusch and Vargo 2014). Being the top brand in global energy drink
industry, it is imperative for Rockstar to follow a strong and proactive strategy for placing their
products. Boosting the energy level among the customers is the underlying aim of Rockstar
energy drink. As the sports men are mostly intended to consume energy drink, it is imperative for
Rockstar to place their products in this segment in terms of catching the attention of this target
market. They can also place their products among the young adults as they are more likely to
consume energy drink.
Appropriate branding of products is very much needed in order to catch the attention of
customers. Branding allows the companies to be differentiated from that of the competitors.
There are some of the unique approaches, which needs to be followed by Rockstar to make
branding of their products (Zeriti et al. 2014). It is imperative for them to execute on-brand
activities in terms of amplifying loyalty among the customers. They can also promote their
products in several sports events such as motorcycle racing motorcycle racing, music events and
sponsors by famous athletes in terms of catching the attention of the customers.

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Product and price:
Price and quality of product play a significant role in catching the attention of the
customers. Subsequent discussion will help to highlight the strategies which Rockstar can
implement for increasing their product line and execute effective pricing strategy (Kotabe and
Helsen 2014).
Product is the core factor for catching the attention of the customers. Therefore, it is the
prime responsibility of the management of Rockstar to ensure that hold amplified product line to
generate loyalty among the customers. A specific product formula is needed to be followed by
Rockstar in terms of high energy products. Specific ingredients such as glucose-fructose syrup,
salt - sodium chloride, citric acid, natural lemon and several other flavors are needed to be used
while producing Rockstar energy drink. This can help in improving the attention of the
customers and thereby catch the attention of the customers. According to the product mix
formula, it is vital for the production department of Rockstar to focus on the taste and nutritional
value of the drink.
Price of a product is a significant factor for generating satisfaction among the customers.
Therefore, Rockstar must follow premium pricing strategy to make their product affordable
among the targeted customers.
Strategies for executing point of scale:
Point of scale can be considered as that situation when the entire process of retail
transaction becomes completed. It is extremely important to modify the behavior among the
customers at this point in order to attract and retain more number of customer and thereby
increase rate of profitability. Brand loyalty among the customers must be strengthened by

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providing them with high quality of products. Initially, Rockstar should explore the requirements
of customers and work accordingly to generate a sense of satisfaction among them.
Conclusion:
To conclude, it can be said that operative marketing strategy plays a significant role in
strengthening the public image of a company. Being one of the leading drink companies across
the globe, it is the prime responsibility of Rockstar to initiate robust marketing strategy to make
their position stronger in the market. It is true that they have implemented effective market
segmentation strategy to target a certain range of customers. Rockstar should focused on making
proper branding of the products in terms of reinforcing psychological bonding with that of the
customers.

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Reference list:
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. CRC
Press
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Foxall, G., 2014. Strategic Marketing Management (RLE Marketing). Routledge.
Goworek, H., McGoldrick, P.J. and McGoldrick, P.J., 2015. Retail marketing management:
Principles and practice. Harlow, UK: Pearson.
Hartline, M.D. and Ferrell, O.C., 2014. Marketing Strategy: Text and Cases. Routledge
Kotabe, M. and Helsen, K., 2014. Global marketing management. Palgrave Macmillan
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Malhotra, N.K. and Peterson, M., 2014. Basic marketing research. Pearson.
Rockstarenergy.com. 2018. Rockstar Energy Homepage - Rockstar Energy Drink. [online]
Available at: http://rockstarenergy.com/ [Accessed 8 Sep. 2018].
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having, and being (Vol. 10). London: Pearson.
Zeriti, A., Robson, M.J., Spyropoulou, S. and Leonidou, C.N., 2014. Sustainable export
marketing strategy fit and performance. Journal of International Marketing, 22(4), pp.44-66.

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