Report: Evaluating the Digital Marketing Strategy of Rockstar Energy

This report analyzes the digital marketing strategy of Rockstar Energy Drink, highlighting its shortcomings and comparing it to the successful strategies of competitors like Monster Energy. The analysis points out that Rockstar's reliance on third-party distribution, specifically PepsiCo, hinders its ability to effectively manage and execute its own digital marketing initiatives. The report emphasizes the importance of direct marketing and distribution for achieving digital marketing goals, suggesting that Rockstar should focus on building its own marketing and distribution channels to enhance brand awareness and increase market share. The document is available on Desklib, a platform offering a range of study tools and solved assignments for students.

DIGITAL MARKETING STRATEGY 1
Digital Marketing Strategy
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DIGITAL MARKETING STRATEGY 2
Digital Marketing Strategy
Introduction
Marketing is a form of communication between an organization and its customers. As a
result, it plays an essential role when it comes to ensuring the effectiveness of the organization
and productivity. It allows customers to get to know more about a particular organization and
either the services or goods that are produced by that organizations. Therefore, marketing can be
considered and related to the backbone of the organization. Competition becomes one of the
biggest challenges for most organizations. Different organizations are competing to a limited
number of customers to ensure that they will be able to succeed in one way or another (Paul,
Bhuimali, e.t.l, 2018). As a result, one of the ways that organizations focus on to provide
solutions for the competition of available markets is mainly to ensure they communicate to their
customers and ensure that they know about the organization together with the products or
services that the organization will provide Rockstar Energy (2018).
Digital marketing is one of the ways that organization can use to ensure that they
communicate with their customers effectively and in a way that would ensure success in general.
Digital marketing, in this case, entails considering digital methods of communication to advertise
and also conduct some business activities related to a given organization. Typically, technology
and technological development have resulted in increased use of technological-related services
and devices among different people, organizations and also countries in general (Kannan, 2017).
Therefore, there is an increased number of people that are using digital tools, particularly for
communication purposes. Thus, digital marketing becomes one of their more natural ways in
which one can consider to ensure effectiveness in one way or another.

DIGITAL MARKETING STRATEGY 3
This paper will focus on Rockstar Energy Drink as a significant organization to be
working in general. The brand, in this case, has been unsuccessful in digital marketing strategy
due to their failure to adequately understand its impacts and how it may help the organization to
achieve their goals and objectives in general (Signori and Flint, 2016). Typically, there is a great
need to consider and ensure the effectiveness of communicating the needs and wants of the
organization by focusing on what will help the organization to reach out for their customers
quickly. Currently, digital marketing is the most reliable, fast and also easy way of
communication that can be used (Karjaluoto, Mustonen and Ulkuniemi, 2015). Therefore, failure
to know and realize the impact and ways in which the organization can use to communicate with
their organization may result in crashes.
Typically, Rockstar does not distribute its drinks on its own. PepsiCo signs a deal that
allows the distribution of Rockstar products through Pepsi bottlers. Jumping from one
organization to another Rockstar energy drink has a signed agreement of distribution particularly
with PepsiCo Inc. which at the end, the deal will end up with Coca-Cola company (Erragcha,
2018). This case means that the organization does not depend on its marketing strategies which
include digital marketing strategies. Typically, this case says that the organization does not make
any trial of digital marking their products. It has thus been one of the primary reasons that the
organization has failed when it comes to achieving the goals of a digital marketing strategy in
general. The need to ensure that they focus on marketing and also distributing their products on
their own is essential in one way or another (Järvinen and Karjaluoto, 2015). Therefore, there is a
great need to ensure that they focus on providing the best ways in which they will make their
products available and readily known to their targeted customers in general.

DIGITAL MARKETING STRATEGY 4
One of the primary and more significant competitors in consideration to this industry is
mainly Monster energy drink. Unlike Rockstar, monster work and depend on its own for
distributions of their products and also marking for these products (Non-Cyclicals and Year,
2018). Therefore, monster continues to market their drinks directly and through these digital
marketing platforms, they have been able to effectively and successfully achieve the goals and
objectives of their organizations in general (Rockstar Energy 2018). This case has allowed
monster energy drink to be successful in consideration to the digital marketing strategy in
general (Ryan, 2016). In this regard, I firmly believe that the in which Rockstar energy drink
depend on other organizations for distribution is the primary problem that hinders successful
management of digital marketing strategy which is thus an essential consideration to focus on in
one way or another.
Conclusion
Digital marketing is an important step that would significantly allow for success and also
a practical achievement of the goals and objectives of a given organization. The need to consider
and ensure that it has been used is thus an essential step in ensuring that these goals will be
successfully achieved in one way or another (Stephen, 2016). Therefore, Rockstar energy drink,
in this case, should focus on digital marketing strategy as a way to ensure current distributions
and also increase of the market size that is related to the products of their products in general.

DIGITAL MARKETING STRATEGY 5
Bibliography
Erragcha, N., 2018. Using Social Media Tools in Marketing: Opportunities and Challenges.
In Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and
Applications (pp. 666-683). IGI Global.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), pp.703-710.
Non-Cyclicals, S.C. and Year, F., 2018. MONSTER BEVERAGE CORP.
Paul, P., Bhuimali, A., Aithal, P.S. and Bhowmick, S., 2018. Business Information Sciences
emphasizing Digital Marketing as an emerging field of Business & IT: A Study of Indian Private
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Rockstar energy (2018). Rockstar Energy Drink | Rockstar Drink | AG Barr. [online]
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2018].
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DIGITAL MARKETING STRATEGY 6
Signori, P. and Flint, D.J., 2016. DIGITAL MARKETING INNOVATIONS AND THEIR
ROLE IN SERVICE ECOSYSTEMS, THE EXCHANGE OF VALUE AND SOCIAL
IMPACT. Tiziana Russo-Spenaand Cristina Mele, p.259.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.