Digital Marketing Strategy Portfolio: Rockstar Energy Drink

This digital marketing portfolio examines Rockstar Energy Drink's current digital strategy, identifying its shortcomings and proposing improvements. The analysis focuses on why the brand has been unsuccessful in digital marketing, primarily due to its association with the Pepsi brand and a lack of a distinct online presence. The portfolio identifies the target customer as the youth demographic, particularly those involved in sports and active lifestyles. The assignment then outlines a revised digital marketing strategy that leverages social media platforms like Facebook, Instagram, and Twitter to create a stronger brand identity and engage the target audience. The portfolio includes detailed explanations of how Facebook and Instagram would be implemented, along with visual examples of Facebook posts. The strategy emphasizes the use of images, videos, and interactive content to resonate with the target audience and foster a stronger brand connection. The portfolio also provides suggestions and recommendations for future digital marketing efforts.

Running Head: DIGITAL MARKETING
Rockstar energy drink
Digital marketing
Portfolio
Student Name
[Pick the date]

DIGITAL MARKETING 1
Overview
In this world of passion and love for sports, the Rock
energy drink has come out as one of the most important
options for this population of youth who are associated
with some kind of sports may be football, cricket,
volleyball and some other sports (Green, 2014). The
energy drink has remained very famous among
Austrian college youths. In fact, when it comes to
discussion related to the source of gaining energy, the
names which come in mind of every youth is this
energy drink.
Unsuccessful in digital marketing
Even though the Rockstar is an appealing name while considering the youth population
but still the company will not able to become successful in the energy drink business
world. The most important factors which have actually impacted the digital marketing
strategy of the company is their association with the Pepsi company or selling Rockstar
energy drink product under the Pepsi brand (Taken Smith, 2012). This strategy has not
allowed the Rockstar brand to go for digital marketing which is fully focused on their
product instead of becomes a part of Pepsi brand. Somewhere this decision of selling
their product under the Pepsi brand name has actually created an impression that this is
also a part of Pepsi Company and not seeing this it as a separate entity. It had also given
the company an impression that as Pepsi is a famous brand so they do not need to focus
on their digital marketing strategy because their product will get automatic sale under
this name (Smith, 2011). But they have forgotten one of the most famous concepts that
every single product has to create its unique value or image in the marketplace in order
to attain growth.
Target customer and failure of meeting their demand
Australia is known as future youth country due to its population demographics change percentage. As the Name Rockstar itself indicates that this
product is associated with the youth population of Australia. As per study around half of the Australian population is going to transform in the youth
segment and for marketing point of view, it is always better to have a strong customer base. Hence, the main target of this company is the youth
segment and that too which are associated with some kind of activities related to sports or we can say that percentage which have chosen athletics as
their career option along with people who are in the passion of discovering some kind of excitement activities which can provide them any kind of
joy which will help them to overcome the pressure which is being created around them by this dynamic trend of life (Van Jaarsveld, Walker and
Skarlicki, 2010). Every youth follows some kind of passion and in Australia people have become more passionate about sports due to its luxury
lifestyle displays all over the world through social media. It can be said that in present time sports players are earning in millions ( King and Burgess,
2008). This lifestyle has become very appealing to the youth of Australia but even aware of these important aspects the Rockstar energy drink was
not able to bring this passion in their product because they have actually hidden their identity under the brand name of Pepsi brand and in youth
demography hidden product not at all visible in this world of passion (Lin, Chen. and Kuan-Shun Chiu, 2010). As per study a customer always buys
that product which could show some kind of resemblance to the character of the individual and so a hidden product cannot become the identity for
any youth individual who is in love with passion, excitement, joy and positive energy.
Improve digital marketing strategy
In order to improve the present situation of the Rockstar energy drink, the company has to change their marketing strategy by discovering their
separate identity in the energy drink market even if it will remain associated with the Pepsi brand. The company must make use of all social media
in order to make a strong impact in the minds of their target audience which is youth population (Stephen, 2016). As per the study, it has been found
every one among three youth in this world is connected with social media because of its wide reach as well as its cost-effective benefit. Hence the
company must make use of social media to create a unique mindset for their products so that the target audience will see it as a separate product
instead of considering it like a Pepsi product. Here the company will make use of Facebook, Instagram and Twitter to create a unique image of the
company in the mind of the Australian youth population.

DIGITAL MARKETING 2
Facebook
Here the company must create their company Facebook page in a form which must contain the
background of the company and related information in the about title. After the page has been
created, the company will send invitation links to people associated with fitness profile. The
company will try to tie up with some sports related small but growing companies where they will
share link of this page. When some visitor will clicks on this link that person will directly land
on this page. The company can make it appealing to their target audience by posting some
images which must offer an excitement experienced by youth related top any sports activity.
Additional it must contain videos related to some youth parties enjoying which will trigger the
inner feeling of an observer of this page and somewhere should relate these things to their life

DIGITAL MARKETING 3
(Freeman et al., 2014). These appealing youth style will ensure the formation of a unique image
in the minds of the target audience by giving them the impression that Rockstar energy drink is
only for them. The company can share the information in the form of images, videos about start
giving back to the community which can generate an emotional appeal among the youth
population of Australia.
Instagram
In present time Instagram is one of the most popular social media platforms among youth
generation. The company can make use of this platform for marketing their products by sharing
various styles of images related to their energy along with sports personality. The company can
connect various sports icon from all the kind of sports which will help the company to connect
their product to sports lovers who actually follow these sports celebrates (Tiago and Veríssimo,
2014). Here the promotion team will start, navigate their brand profile and will choose the
post that company wants to promote. Then, promotion team will hit the promote button on the post
page. Next step is to scroll down data which is to be used for promotions and then hit the formed
promotion link and share it. This will help the company in creating an advocacy marketing
environment which will go on adding and will offer the necessary platform. The company can

DIGITAL MARKETING 4
also share some short teaser videos related to sports club parties, sports events and some glimpse
of sports games happening all over the world. As Instagram provides the option of interaction,
the company can make use of this opportunity to boost their growth along with cross promote
posts.
Twitter
Twitter will help the company in creating a youth-centric profile by offering them various tools
of twitters. Here the company can share small blogs related to their present and upcoming
products and can relate them to the changing sports lifestyle of sports players by selecting the
data uploaded on the timeline of the page. After selecting the data go on promotion this tweet
option and then selected the area of reach to promote like country, some particular zone, state or

DIGITAL MARKETING 5
even provience. The promotion team will then make use of realk time approach to under the flow
of this tweet and particular respone attached to it. It offers two communication which will help
the company to enter into a healthy discussion with the followers. The company can take help of
the tweets of any sports person and pass on these tweets with their followers which will help the
company in the form a separate matter for their product (Royle and Laing, 2014). The company
will provide an engagement platform for their follower with their sports icons. It will also
provide the company with a clear idea of the growing needs of the audience along with their
reason for changing their preferences related to the energy drink.
Suggestions & reccomendation
As rockstar energy drink has presented itself under the Pepsi brand, so it was not easy for them
to make their separate presence in the energy drink market. As a result of this rockstar energy
drink was not able to do proper marketing because they were preceiving that name of Pepsi
brand is enough for their product sale and hence has not focused on digital marketing. So in
order to form their create their name in this market, the company must focued on digital
marketing especially on social media tool in order to form a unique image of their product in the
minds of the potential customer and must maintain their marketing appeal related to youth
population because their main target is youths. With the help of social media tools like Face
Book, twitter and instagram they will be able to form their separate identity from Pepsi brand
with the help of uploading teaser videos, images and connecting famous celebrites.

DIGITAL MARKETING 6
Referencers
Freeman, B., Kelly, B., Baur, L., Chapman, K., Chapman, S., Gill, T. and King, L. (2014) Digital
junk: food and beverage marketing on Facebook. American journal of public health, 104(12),
pp.e56-e64.
Green, K. (2014) Mission impossible? Reflecting upon the relationship between physical
education, youth sport and lifelong participation. Sport, education and society, 19(4), pp.357-
375.
King, S.F. and Burgess, T.F. (2008) Understanding success and failure in customer relationship
management. Industrial Marketing Management, 37(4), pp.421-431.
Lin, R.J., Chen, R.H. and Kuan-Shun Chiu, K. (2010) Customer relationship management and
innovation capability: an empirical study. Industrial Management & Data Systems, 110(1),
pp.111-133.
Royle, J. and Laing, A. (2014) The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management, 34(2), pp.65-73.
Smith, K.T. (2011) Digital marketing strategies that Millennials find appealing, motivating, or
just annoying. Journal of Strategic Marketing, 19(6), pp.489-499.
Stephen, A.T. (2016) The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Taken Smith, K. (2012) Longitudinal study of digital marketing strategies targeting
Millennials. Journal of Consumer Marketing, 29(2), pp.86-92.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C. (2014) Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.

DIGITAL MARKETING 7
Van Jaarsveld, D.D., Walker, D.D. and Skarlicki, D.P. (2010) The role of job demands and
emotional exhaustion in the relationship between customer and employee incivility. Journal of
Management, 36(6), pp.1486-1504.