Detailed Analysis: Rockstar Energy Drink Marketing Case Study

This case study provides a comprehensive analysis of the marketing strategies employed by Rockstar Energy Drink. It begins with an introduction to the importance of marketing strategy in establishing a strong market position and maintaining customer relationships. The analysis includes an overview of the energy drink industry, highlighting key competitors like Red Bull and Monster, and focuses on Rockstar's market share and global presence. The study then delves into Rockstar's market segmentation strategy, targeting health-conscious consumers, sporty individuals, and young adults. It examines consumer decision-making processes and the role of Rockstar's branding and logo in influencing purchasing decisions. The case study further explores product positioning, branding activities, and strategies to attract the target market, including product and pricing strategies. Finally, it discusses strategies for modifying consumer behavior at the point of sale, emphasizing the importance of brand loyalty and addressing customer needs. The conclusion reinforces the significance of a strong marketing strategy for enhancing a company's image and building a strong psychological bond with consumers.

Food Marketing
A case study on ROCKSTAR ENERGY
DRINK

INTRODUCTION
• Marketing strategy is highly important in
strengthening the positioning of a company in the
market
• This paves in maintaining long term relationship
with the customers
• Marketing strategy helps in keeping the
customers informed regarding a product and
service.
• The marketing strategy for Rockstar energy drink
will be given in the presentation
• This is one of the leading drink companies in us
energy drink market (Bharadwaj 2015)

ANALYSIS OF THE INDUSTRY AND THE
PRODUCT
• There are multiple drink companies in us energy drink
market such as Red Bull, Monster, Rockstar, AMP, NOS
and Full Throttle
• The market generally includes household and
majority of children who are more likely to
consumer energy drinks
• Rockstar is the major energy drink brand with 14%
market share
• This is the top brand currently operating their
business across 27 countries
• Serving incredible energy boost is one of the most

MARKET SEGMENTATION STRATEGY OF
ROCKSTAR ENERGY DRINK
• Market segmentation strategy is highly
significant for targeting a certain set of
customers and producing products as per their
requirements (Öztamur and Karakadılar 2014).
• Health focused segment of customers have been
targeted by Rockstar who are intended to
accessing foods which have super
nutritional value.
• Sporty customers have also been targeted by
them who perceive drink as a mean of boosting
the energy level.
• Young adults aged between 25-34 have also

CONSUMER DECISION MAKING
• This is the process followed by the customers to
identify their requirement, gathering relevant
product related knowledge
• Through this process, the customers also
evaluate alternative options and make their
purchasing decision
• The attractive logo of Rockstar is supporting
them to generate positive perception of the
customers.
• All the relevant knowledge related to this
energy drink is available in the official
website which is also helping the
customers to frame their purchasing

MARKETING STRATEGY
POSITIONING AND BRANDING OF THE
PRODUCTS
• Marketing strategy plays a pivotal role in advertising
products properly in the market
• Appropriate position is required to generate interest in
the target market
• As the sports men are more likely to drink energy
drinks, rockstar can place their product in this
segment to drag their attention
• On-brand activities must be executed to generate
attention of the customers (Hult and Ketchen 2017).
• They can also place their products in motorcycle
racing events to drag the attention of sportsmen.

MARKETING STRATEGY
PRODUCT AND PRICE
• Considerable price and high quality of products
are two of the major factors for attracting
customers
• Rockstar should take strong action for
accelerating their product line
• Some of the specific ingredients like salt -
sodium chloride, glucose-fructose syrup must be
added while making products (Hunt 2018).
• Multiple flavours must be introduced to make
the products tastier.
• This is the key of attracting a powerful base of
customer

STRATEGIES FOR MODIFYING
BEHAVIOR AT POINT OF SCALE
• Point of scale is the situation, where the whole
procedure of retail transaction becomes
completed
• In this situation, the behavior among the
customers must be modified to increase
statistics of sale.
• Brand loyalty must be improved for attaining
more number of customers
• Their needs and requirements must also be
addressed properly.

CONCLUSION
• Marketing strategy is highly imperative
for improving the image of a company in
the market
• As the top energy drink brand, Rockstar
should put ample stress on executing
strong marketing strategy
• Appropriate branding of product is
extremely significant for building strong
psychological bond with that of the users.

REFERENCE LIST
• Bharadwaj, S., 2015. Developing new marketing strategy theory:
addressing the limitations of a singular focus on firm financial
performance. AMS review, 5(3-4), pp.98-102.
• Hult, g.T.M. And Ketchen, D.J., 2017. Disruptive marketing strategy.
AMS review, 7(1-2), pp.20-25.
• Hunt, S.D., 2018. Advancing marketing strategy in the marketing
discipline and beyond: from promise, to neglect, to prominence, to
fragment (to promise?). Journal of marketing management, 34(1-2),
pp.16-51.
• Öztamur, D. and Karakadılar, İ.S., 2014. Exploring the role of social
media for smes: as a new marketing strategy tool for the firm
performance perspective. Procedia-social and behavioral sciences,
150, pp.511-520.