4 P’s OF MARKETING MIX

A PROJECT REPORT

Submitted by

AETHARENN KUMAR TIWARI

in partial fulfillment for the award of the degree

of

POST GRADUATE DIPLOMA IN MANAGEMENT

in

MARKETING

AT
INSTITUTE FOR FUTURE EDUCATION, ENTREPRENEURSHIP AND
LEADERSHIP

Off Karla Phata, Ekveera Devi Gramasthan Road, Gut No-178,Village-Karla,

Taluka-Maval, Dist.- Pune, India

AUGUST 2013

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 APPENDIX 2A

Goldwin Health Care Pvt. Ltd

BONAFIDE CERTIFICATE (A)

Certified that this project report “4 P’s OF MARKETING MIX”

is the bonafide work of “AETHARENN KUMAR TIWARI”

who carried out the project work under my supervision.

Marketing Mr. Junaid

DEPARTMENT SUPERVISOR

Asst. Marketing Manager

DESIGNATION SUPERVISOR

2
 APPENDIX 2B

INSTITUTE FOR FUTURE EDUCATION,

ENTREPRENEURSHIP AND LEADERSHIP

BONAFIDE CERTIFICATE (B)

Certified that this project report “4 P’s OF MARKETING MIX”

is the bonafide work of “AETHARENN KUMAR TIWARI”

who carried out the project work under my supervision.

Prof. Kashinath Jadhav Wg Commd Sudhir Salunkhe (Retd)

ACADEMIC SUPRIVISOR DEAN

Dr. Nitin Joshi

COURSE CORDINATOR

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 Executive Summary

Market for energy drinks has witnessed an increase of about 50% from 2002 to 2007, Crossing
Rs500 Crores mark in the year 2008. Goldwin Healthcare Pvt. limited, a new entrant in the
energy drinks market, which was pitted against the Austrian Multinational, has gained significant
market share within a span of less than 2 years. The company’s Cloud 9 energy drink‟ has
positioned itself as the first healthy energy drink in India, as certified by FDA.

The market is dominated by Red Bull, and other brands like drinks like Monster, XXX and Full
Throttle are also giving Cloud 9 a competition. Cloud 9 energy drinks come in 4 variants: Wild
Berries, Pomegranate, Premium and Red grapes. This document explains in detail how the new
product “Cloud 9 energy drink” should be marketed in order to gain market share and increase its
sales volume. It contains information on present market situation, marketing objectives of the
product and also the marketing actions to be taken to achieve the objectives.

Cloud has been the official sponsor of IPL team Chennai Super Kings, but still the awareness
about the product is not widespread in the market as is with the case of Red Bull, even after the
publicity campaigns of the product.

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 APPENDIX 3

Table of Contents

Chapter No Title Page No.

Executive Summary iv
List of Tables vii
List of Figures viii
List of Symbols ix

1 Introduction of Cloud 9 1
2 About Energy Drinks 2
3 Energy Drinks in India 3
4 Brand Choice Rationale 5
5 Situation Analysis 6
5.1 5C Analysis 6
5.2 Porter’s Five Forces Analysis 12
5.3 Needs, Wants & Demands – Analyzed 13
5.4 SWOT Analysis 15
5.5 Ansoff’s Product Market Expansion Grid 16
5.6 BCG Matrix 17
5.7 Life Cycle Analysis 18
6 Segmentation, Target & Positioning 19
6.1 Segmentation 19
6.2 Target 21
6.3 Positioning 22
7 Marketing Action Program 23
7.1 Marketing Mix 23
7.1.1 Product Strategy 23
7.1.2 Price Strategy 23
7.1.3 Promotion Strategy 23
5
 7.1.4 Distribution Strategy 24
7.2 Marketing Research 25
7.2.1 Data Collection from Secondary Resources 25
7.2.2 Data Collection from Primary Resources 25
7.2.3 Descriptive Research 25
7.2.4 Data Analysis Procedure 25
7.2.5 Demographic Charactestics 26
8 Implementation 38
8.1 Implementation Plan 38
8.2 Budget 39
8.3 Activity Schedule 39
9 Financial Summary 40
10 Bibliography 41
11 Annexure – A 43
Cloud 9 – Market Research Survey

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 List of Table
Chapter No Table No & Table Name Page No

5 5.1 SWOT Analysis 15

5 5.2 Ansoff’s Product Market Expansion Grid 16

6 6.1 Segmentation 19

7 7.1 Age * Sex Crosstabulation 27

7 7.2 Age * to what extend do TV advertising, Newspaper 28

etc affects your choice of Energy drinks? 28

7 7.3 Age * I am health conscious 28

7 7.4 Age * I tend to avoid alcohol 29

7 7.5 Age * I avoid caffeine 29

7 7.6 Question nary results (3) 32

7 7.7 Question nary results (5) 33

7 7.8 Question nary results (7) 34

7 7.9 Question nary results (8) 35

7 7.10 Question nary results (10) 36

7 7.11 Question nary results (12) 37

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 List of Figures
Chapter No Figure No & Figure Name Page No

3 3.1 Figure 3.1 Energy Drink Market Share (India) 4

5 5.1 BCG Matrix 17

5 5.2 Product Life Cycle 18

7 7.1 Question nary results (1) 30

7 7.2 Question nary results (2) 31

7 7.3 Question nary results (4) 32

7 7.4 Question nary results (6) 33

7 7.5 Question nary results (9) 35

7 7.6 Question nary results (11) 36

7 7.7 Question nary results (13) 37

8
 List of Symbols
Chapter No Symbols No & Symbols Name Page No

5 5.1 Red Bull Energy Drink Advertisements 8

5 5.2 XXX Energy Drinks 9

5 5.3 Monster Energy Drinks 9

5 5.4 Full Throttle 10

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 Introduction
1. Cloud 9

Cloud 9 is a brand of Energy Drink launched by the Goldwin Healthcare Pvt. Ltd. Cloud 9 is
different from its other competitors as it is made of natural ingredients.

Vision of Cloud 9 has always been to provide India with drinks that give the consumers the
desired energy boost, yet are completely healthy and have no side effects associated with other
drinks. Before entering into the market, Cloud 9 management did a thorough study of the energy
drink and cola market in India. The study revealed that the market was mainly dominated by
foreign players and the ingredients used in most of the popular drinks were harmful to the human
body.

Keeping in mind the revelations of the study, they came up with an energy drink and also
caffeine-free cola which were made from completely natural ingredients and adhered to the FDA
standards.

Cloud 9 has penetrated the market at a lightning speed and is now the second biggest player in
the country. Usually children are discouraged from consuming colas due to the level of caffeine
present, but the Cloud 9 cola can be consumed by one and all.

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 2. About Energy Drinks

Summary
Energy drink slogans are as different as the drinks themselves, but they all work to appeal to the
ideal consumer crowd. Energy drinks, unlike other beverages, are traditionally marketed to a
very small, specific consumer group. For example, some energy drink brands focus on extreme
sports enthusiasts, others cater to students and their energy needs, and still others try to attract the
video game crowd. Top energy drinks by brand are Red bull in first place, followed by Rockstar
and Monster. The target market for energy drinks is mostly male teenagers and young adults.
Energy drinks contain a variety of ingredients, primarily caffeine or guarana and vitamins
Industry is driven by health and wellness trends
No scientific evidence to prove energy drink claims
Energy drinks are primarily consumed by the younger generation, people who are “on-
the-go”

Industry History
Nearly 20 years old
Began in Europe & Asia
Red Bull: first in US in 1997
Hansen also based in US in 1997
First became popular with athletes in US - extra energy for workouts & competitions

Industry Sales
Currently thought to be the second highest growth sector of the soft drink industry
$3.7 billion dollar industry
Sales of energy drinks have increased 50% each year since 2001 (total of 516% increase
from 2001-2006)
Sales are projected to reach $5 billion in 2007
6th largest category in the beverage market

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 3. Energy Drinks Industry in India

Energy drinks are beverages which contain legal stimulants, vitamins and minerals including
caffeine, guarana and taurine, various forms of ginseng, maltodextrin, carnitine, creatine and
ginkgo biloba. Some contain high levels of sugar and glucose.

This category traditionally included caffeine based drinks which are energy boosters. Currently,
the energy drink segment in India is dominated by two firms, Red Bull and Cloud 9. Cloud 9
somehow breaks the ice by introducing an energy drink with natural source of caffeine such as
Gaurana, Ginseng and Taurine.

According to the market research firm, Datamonitor Plc., the market for energy drinks in India
was estimated at Rs. 499.2 crore in the year 2008, still at a young stage when compared with
carbonated drinks, which was valued at Rs. 6,027.9 crore. Between 2002 and 2007, the market
for energy drinks in India grew at about 50% a year. In contrast to that, growth of carbonated
drinks in India observed a slowdown by 0.5% during the same period. With an increasing
number of modern retail stores, the energy drinks market is expected to reach Rs 1,100 crore by
the end of 2010.

This decrease in the carbonated drinks market and the high growth of the energy drink market
can be attributed to the positive changes in the perception of health and fitness among the Indian
youth. The industry foresees a huge potential for Energy Drinks. The energy drink segment is the
fastest growing segment in the ready to drink category, reason being that India has a youth
centric population and the fast urbanization.

Energy drinks in India till a year back were dominated by players such as Rhino‟s Bullet, Cloud
9 and Red Bull. Sales started picking up post the entry of established players such as Pepsi,
Ambway and the latest entry of Coca Cola & GT&T has shown the market potential of the
Energy Drink market in India.

Market players in this product category are adopting unique marketing strategies like free
sampling at schools and colleges before launching their products, sponsoring major sporting
events and fashion shows. These promotions enhance the brand recall. Brands in the Energy

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Drink market are Red Bull, Cloud 9, SJ XXX, Power Horse, and Rock star, Burn, SoBe and
Amway.

Power SoB
House e
Burn 1%
2% Rock Star
4% 1%
Monster
XXX
4%
3%

Cloud
9
23%
Red
bull
62%

Figure 3.1 Energy Drink Market Share (India)

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4. Brand Choice Rationale

a. Cloud 9 Energy Drink is a revolutionary product, being India‟s first natural energy drink
made purely from natural ingredients that adhered to FDA standards and regulations.

b. The energy drinks market in India is growing at a fast rate, it is in a booming phase.

c. Its major competitor is Red Bull, an international brand and the market leader in many
countries, including India.

d. It would be interesting to see what Cloud 9‟s market strategy would be in response to that
of the dominant player.

e. Also, its target segment will be the youth, so the project would give us a deep insight into
the consumer behavior and how to popularize the product among them.

f. Moreover, being a new product in the market, „Cloud 9 energy drink‟ provides us
ample opportunities in brainstorming to devise various promotion methodologies.

These are the major reasons behind our choice of Cloud 9 Energy Drink for the purpose
of this project.

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 5. Situation Analysis

5.1 5 C Analysis

5.1.1 Company
Cloud 9 Energy Drink is a Goldwin Healthcare product. Owned by the Mumbai based Shree
Jalaram Group and headed by Priyesh Ganatra (MD), Goldwin Healthcare Pvt. Limited provides
Health Care Business Process Management Services, Health Care Research Services, Home
Health Care Services, Medical and Health Care Software, Personal Health Care Products,
Personal Health Products in India.

It was established in the year 2008 and is headquartered in Mumbai, Maharashtra. Apart from
Goldwin Healthcare, Shree Jalaram Group also owns companies including Lotwin online lottery,
Jalaram Jyoti Builders and Developers, Goldwin Entertainment, Goldwin Film Production and
Goldwin Mobile Gaming.

Product line

The company‟s flagship beverage brand, Cloud 9, is one of the leading players in Energy drinks
segment due to its positioning as a nutritive and healthy drink, as certified by many official
healthcare bodies. It also has a number of variants like Pomegranate, Wild Berry and Red Grapes
especially for ones who do not consume alcohol, which helps the brand to maintain its position.

The company is also set to enter the soft drinks, juices, mineral water and soda business.
Moreover, they are looking at launching Aloe Vera juice, a special juice for women, and first-of-
its kind in India.

Technology and experience

Cloud 9 is manufactured using cutting edge technology and plethora of ingenious solutions and
indigenous know-how. Initially, the product was manufactured in Malaysia. But soon, Goldwin
Healthcare started manufacturing all their products at the company‟s state-of-the art facility in
Nandur, 40 km from Pune (Maharashtra), spread across 27 acres. This facility is ISO 9001:2000,

ISO 22000, IASC (USA) and FDA certified, and adheres to Good Manufacturing Practices

15
(GMP). All cans are made from 2 piece tin Aluminum.

Cloud 9 attempts to achieve the exact balance of energy and health through the perfect
combination of naturally occurring, energy rich resources with high-tech manufacturing
techniques.

Goals

In the future, Cloud 9 aims to consolidate and grow its Indian presence all the while expanding
into the overseas market. The name, Cloud 9, itself gives a prelude to the ambitions of the
company where, “Sky is no more the Limit".

The aim is also to use the profits from these ventures to contribute towards invigorating the
economy of India. Cloud 9 wants Indians to support and be part of this initiative to energize and
empower India‟s people, its economy, and the thereby India as a whole.

5.1.2 Collaborators
Goldwin Healthcare has an experienced and dedicated distribution team across the nation, which
monitors market segments like malls, multiplexes, retail, five star hotels and restaurants, pubs,
discotheques, gym, spas, cafes and airlines. Each tie-up is supported with Promotional &
Merchandising Materials, loyalty programmes and consumer offers etc.

5.1.3 Customers
Consumers of energy drinks are in the age group 18-35. Most of consumers are college students
and middle aged working class. With rapid urbanization and increase in purchasing power of
people the demand has increased significantly. Growing middle class is around 350 million.
Consumers also include females and young people who do not drink alcohol. For health
conscious people who are averse to alcohol, energy drinks are the perfect substitutes. Consumer
profile include college-goers who feel need to stay up late nights during exams , working class
professionals who need extra boosts of energy and athletes who need energy after exhaustive
field activities.

For the purpose of this project, we conducted a survey to find out the drinking habits of various
people. Majority of respondents were in the 23-26 years of age category and were predominantly
males. The most extensive usage of energy drinks was revealed to be one during nightouts or
during weekend parties. Taste and recommendations from friends surfaced as major factors for
trying out a new energy drink. Also, people perceived Cloud 9 as an energy drink and not as any

16
alcoholic drink or a soft drink.

5.1.4 Competitors
Red Bull Energy Drink

Red Bull operates within the energy drinks sector of the beverages market. The product is an
example of a 'functional' drink. Functional foods respond to consumer interest in well-being and
performance. The major multinational soft drinks companies are investing in the area of
functional drinks, developing their own brands and buying up existing ones. This is seen as being
important, given that their traditional soft drinks markets are at the maturity stage in many
countries. For these multinationals, new functional drinks offer opportunities for renewed
business growth.

Red Bull – Positioning

General positioning strategy

The brand was positioned as something that,
"revitalized body and mind." It was also
intended that Red Bull be drunk whenever
consumers needed a lift, whether it was
morning, noon or night. This broad positioning
was designed to enable growth into a variety of
market segments. Red Bull's advertising did not
specify any consumption occasions, which
further facilitated an elastic positioning"
Symbol 5.1 Red Bull Energy Drink
Advertisements
Positioning through pricing strategy
In every market, Red Bull set a price at least 10 percent greater than the most expensive
competitor in order to maintain a "best of class" positioning. The 250mL can of Red Bull
cost up to 300 percent more per ounce than traditional soft drinks.

Market share

Since its launch, the brand has managed to dominate the Indian market with more than 60 %
market share
Strengths
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 Market leadership – within the energy drinks market, it is the industry leader throughout
the world.

Marketing efforts- many promotions and well targeted campaigns and sponsorship e.g.
F1 helps to expand Red Bull Brand and increase customer brand awareness and recall.
Strong, fresh and fashionable brand identity

Weakness

Above average prices

Reliant on small product base – the company only markets one branded product,
Red Bull Energy Drink (along with a sugar free variety).
Lack of patent on its recipe means anyone can copy it.

XXX Energy Drink

It is a premium brand targeting the niche market of youths and trendy consumers with high
income. Entering India with a bang as the primary sponsor for the Kolkata Knight Riders (KKR)
in the DLF IPL T20 cricket tournament, it was launched with the objective of providing an
alternative energy drink to the consumer and hence giving him a winder extremely high on
energy and high on life.

The brand XXX energy comes in two variants currently- REJUVE and NICOFIX. The
USP of “NICOFIX" is that it is formulated with NPR which reduces the Nicotine urge and
“REJUVE" is an exciting energy drink specially formulated to suit India taste buds." REJUVE”
rejuvenates the mind and body and enhances your immunity, thus increasing stamina. Both the
cans are very competitively priced at Rs.75/- for 250 ml. Symbol 5.2 XXX Energy Drinks

Monster energy drink

Depicted by a logo of three claws, Monster energy drink is distributed by distributed by
Hansen Natural Corporation, Corona California. With ingredients like guarana, caffeine and
glucose, monster artificially stimulates energy. With a fairly tolerable taste, this energy
drink sparks one up and packs quite a vicious punch. Though Monster Energy is not widely
advertised in the media it receives a large amount of recognition from its sponsorship of
various sporting events. Symbol 5.3 Monster Energy Drinks
Full Throttle
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Produced by the Coco Cola company, Full Throttle debuted in late 2004. This energy drink
contains ingredients such as carbonated water, high fructose corn syrup and/or sucrose,
citric acid, natural and artificial flavors, sodium citrate, sodium benzoate (to protect taste),
d-ribose, caffeine, acacia, niacinamide (vitamin B3), calcium pantothenate, (vitamin B5),
glycerol ester of wood rosin, yellow 5, pyridoxine hydrochloride (vitamin B6),
cyanocobalamin (vitamin B12). Available in great flavors like citrus, full throttle energy
drink has great flavors. Symbol 5.4 Full Throttle

5.1.5 Climate (context)

Political and Legal Factors: In India, there are no standards for energy drinks under PFA
Act, 1954. The standards of carbonated water under PFA Rules, 1955 specify the maximum
limits of caffeine of 200ppm which subsequently on recommendations by Central Committee
on Food Standards were reduced to maximum level of 145ppm.

Food Safety and Standards Authority constituted an expert group to examine the scientific
literature and global position on use of caffeine and non-carbonated beverages and their
labeling and to recommend the limit of caffeine in energy drinks and non-carbonated
beverages under Food Regulations. The Group was also asked to suggest whether any
standards need to be laid down for energy drinks keeping in view the assessment of risk. It
made the observation that Caffeine is not an additive but a chemical with addictive property.
Caffeine up to 200 ppm is added as a flavouring agent but above 200 ppm it is a functional
ingredient. The functionality of caffeine at 320 ppm needs to be ascertained along with
justification for fixing a cut-off limit at 320ppm.

Economic Factors: Economic factor affects the purchasing power of potential customers and
firm‟s cost of capital. The following are the examples of factors in macro-economy: economic
growth, interest rates, exchange rates, inflation rate. The inflation rate in India was last
reported at 13.73 percent in June of 2010. The economy is not much developed and wide
variations among states and regions within states are there due to which we might have to
make different promotional strategies.

Socio- Cultural Factors: The key emerging health concerns amongst Indians include diseases
of the heart and digestive system, obesity, bone and joint pain, depression and anxiety, lack of
energy and stamina and sleeplessness. The growing awareness amongst Indian consumers
19
 regarding several ingredients and their associated health benefits is making them more
inclined to use nutritional information very often to make product choices. Hence there is a
demand for food and beverages with health claims.

Technological Factors: The technological factors can lower barriers to entry, reduce the
minimum efficient production levels and influence outsourcing decisions. Some of the

technological factors include: R&D activity, automation, rate of technological change,

technology incentives. Cloud 9 is manufactured by Goldwin Healthcare Pvt. Ltd, the specialists
in the manufacture of 100% Natural Lifestyle Energy Drinks and Caffeine-Free Cola, using its
cutting edge technology and plethora of ingenious solutions and indigenous know-how. Hence,
company is highly advanced in development of product, R&D and machinery.

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5.2 Porter’s Five Forces Analysis

Threat of new Entrants– High

As energy drink market is growing very rapidly new entrants are eying this market. Big soft
drinks brands like Coca Cola and Pepsi already have plans to launch energy drinks in Indian
market. Since cost of entering in this market is not very high new companies can easily enter in
this market.

Bargaining power of Buyers- High

Bargaining power of buyers is high because of availability of many similar products.

Bargaining Power of suppliers-Low

Suppliers have low bargaining power because constituents of energy drinks are easily available
and any company may produce them easily.

Current rivals in Industry-High

There are already many brands in the market. Red bull is a very strong brand capturing a major
share of market. Big companies are coming up different products. There are many players in the
market.

Pressure due to substitutes– High

Pressure due to substitutes is high because there are many alternate products in the market. Soft
drinks, fruit juices, sodas and various caffeinated products are available in the market.
Consumers have many choices to fulfill their need of caffeine or energy.

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5.3 Needs, Wants & Demands – Analyzed

Needs
Cloud 9 Energy Drink satisfies three primary needs:

Physical needs
When tired drivers are feeling the need to fall asleep due to fatigue; and this can
compromise their safety. A driver needs to stay awake and alert when driving to avert
danger and this need is satisfied by Cloud9, which perfectly matches with their tagline,
“Drink and Drive…Get high every time you drink”

Social needs
A social need for example is where „humans have a social need for belonging‟ and this
need is satisfied by belonging to a group. A group could be people with the same interests
such as extreme sports. Red Bull associates itself with energy, danger and youth culture,
and markets its product through its sponsorship of youth culture and extreme sports
events. Consumers who drink Cloud9 are „automatically‟ introduced to the Cloud9
culture, and their social need is then satisfied, again matches with other punch line ”Dink
and Dance…Get high every time you drink”

Individual needs
An individual may have a need for concentration or self-expression and this could be
inhibited by fatigue or weariness. Cloud9 could satisfy this need by „energizing and
stimulating the mind‟. For example, if he/she is fatigued, a university student may
experience the inability to retain knowledge and therefore an inability to express
him/herself.
Wants
A want can be defined as the form taken by human needs as they are shaped by culture and
individual personality Extreme athletes want to accelerate their performance and to revive
themselves quickly after each event and this want is satisfied by Cloud9. Cloud9 promotes its
consumption to increase physical endurance, improve concentration and reaction speed, improve
vigilance and stimulate metabolism through natural stimulants.

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Demands
Demands are human wants backed up by buying power and given their resources, people
demand products with benefits that add up to the most satisfaction. Demand for a product, is both
willingness and an ability to pay for the product that will satisfy a particular want. Cloud 9 is
arguably one of the most expensive drinks on the market, a can of Coke generally costs around
Rs.20 for 300ml whereas a smaller 250ml can of Cloud9 is sold at Rs.75. Consumers are willing
to pay the higher price for Cloud9 because it satisfies their needs and wants, it also delivers on its
promise to Drink and Discover.

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5.4 SWOT Analysis

Strengths Weakness
Indian product Low awareness
Natural ingredients Low market share
Focus on health No prior expertise
Non alcoholic
Variety of flavors
FDA approved

SWOT Analysis
Opportunities Threats
Fruit Juices Lucrative market Many
Venturing into caffeine free big players Easy entry
cola Gaming ventures in the market
Consumer recognition through Sponsorship Relatively lower pricing by big riv
of Fashion shows and college festivals
More emphasis of youth on health food
Rapid market growth of 50% YoY

Table 5.1 SWOT Analysis

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5.5 Ansoff’s Product Market Expansion Grid

Current Product New Product

Current Market Penetration Product-Development
Market Strategy Strategy
Market-Development
New Market Strategy Diversification Strategy
Table 5.2 Ansoff’s Product Market Expansion Grid

Cloud 9 is a product that is not totally new to the market. There already exists a market for
energy drinks. Also, since the energy drinks market is very well defined and has limited scope in
terms of broadening, we are looking at the “Current Market” instead of a new one. Thus,
adopting a Market Penetration Strategy seems to be most appropriate, within which, our aim will
be to maximize market share. This can be done by aggressively marketing and advertising the
product to make the target segment aware of the value propositions on offer.

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5.6 BCG Matrix

The relative position of Cloud 9

Energy Drink in the market dominated
by Red Bull is quite low and the
potential for market growth is very
high. Thus Cloud 9 falls in the
“question marks” quadrant, where it
has high potential to increase market
share and move to the “stars”
quadrant, and eventually to “cash
cows” where the market growth will
slow down. Also it is to be noted that
if Cloud 9 does not succeed in
becoming a market leader, then there
is a possibility that after years of cash
Figure 5.1 BCG Matrix

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5.7 Life Cycle Analysis

Out of the four life cycle stages, Energy Drinks are in the growth stage. Since energy drinks have
been around for many years, they are no longer in the introductory stage. New products and new
emerging brands have expanded consumer choice in the energy drink market, which has pushed
them in the growth stage. The branded energy drinks sector in India is growing at the rate of 60%
as compared to 10% growth rate of the Rs 7,000-crore soft drinks market. On the back of an
increasing number of modern retail stores, the energy drinks market is expected to reach Rs
1,100 crores by 2010

Energy Drinks

Figure 5.2 Product Lifecycle stages

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6 Segmentation, Target & Positioning

6.1 Segmentation

Below shown is a map showing the various factors taken into consideration while the segmentation
takes place.

Demographic Analysis Psychographic Analysis

Age Features: taste, caffeine content etc
Gender Attitudes to Social change: eg.
Income conservatives, up markets

Segmentation

Behavioral Analysis Geographic Analysis

Occasions Metros, major cities and towns
User Status: eg Regular, first timers etc
User rate: Regular, heavy etc
Loyality Status : hard core loyalists,
Switchers

Table 6.1 Segmentation

Accordingly, based on the above factors and the responses from a survey conducted on cloud 9,
the following 4 segments were identified:

College students
Comprising of an age-spectrum ranging from teenagers to Post Graduates, this segment
witnesses a variety of constituent individuals in terms of energy, purchasing power, preferences,
vulnerability to alcoholic beverages. This group has taken up to snacking as a way of life as they
keep missing regular meals due to erratic schedules. Energy Drinks are percieved to be something
“above soft drinks” but not alcohol, hence a cult among this group. Besides, studying late nights, energy
drinks have gained popularity among them.
Working Professionals
These represent the young working population, mainly the employees of MNCs and BPOs.
This group has resorted to energy drinks for chilling out on weekends after a long hectic
28
weekend for a change, or when meeting colleagues or friends at place. Working long for hours,
creates distress, monotony and fatigue, leading to burnout. Energy drinks serve as energy
boosters and hence an obvious choice for them in the short run.
Health Conscious people/ Sportsmen
This group has seen a rise in the past decade. More and more people are turning health consious
and hence choose their diet selectively. They mostly join fitness programmes i.e physical
workout, aerobics etc or jog regularly as they are confined in their jobs, hence they want to work
out. Another category is that of sportsmen, who constantly thrive on energy drinks to get instant
kick helping them maintain high energy levels.

Socialites / Party Animals

Socialites are mostly in a habit of paying regular visits to pubs, discotheques and parties. Hence
Energy drinks are a normal part of consumption habits of such consumers. Besides, energy
drinks act as an an apt alternative to alcoholic beverages, while in socializing a group, where in
the socialite prefers not drink, as mostly is the case with females. Besides, Energy drinks mixed
with alcohol, serves as a perfect combo during parties.

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6.2 Target

Cloud 9 is targeted at the youth population in the age group of 18 to 35 years. This age group consists of
working professionals and students. The young working professionals of India face high stress levels at
their work places which causes physical as well as mental exhaustion.
Today‟s students also lead a stressful and hectic life. These working professionals and college students
are the target segment for Cloud 9 energy drink. Many pubs in Indian cities are frequented by people
belonging to this age group which might be capitalized upon by offering
Cloud 9 as a complement at these high end pubs and lounges. These pubs are popular hangouts for the
party animals and socialites who are the target segment of Cloud 9.

As many as 64% of the youth feel that alcohol consumption is not at all acceptable. This segment of the
youth population is also being targeted. Being health conscious this segment of the youth population
might be a potential market for Cloud 9

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6.3 Positioning

The product is a non-alcoholic healthy energy drink with natural sources of caffeine and is targeted
primarily at youngsters in urban areas. Although the target age group is 18 to 35 year olds, currently the
product has a greater appeal to the younger end of the group. The name
„Cloud 9‟ gives preludes to the ambitions of the company, as it plans to surpass all its earlier successes
and aim for higher and bigger goals in the future. The name also signifies a light, happy and elevated
state of mind which is exhilarating, alertness backed with stamina and concentration, in which the
consumer finds himself after having cloud 9 energy drinks, yet it is not intoxicating. The „high‟ in
„Cloud 9‟ comes from its natural energy boosters: Taurine,
Guarana and B- group vitamins that safeguard health.

As the market has been dominated by foreign brands, Cloud 9 energy drink‟s indigenous origins can act
as the differentiating factor. Likely to be more popular among the youth in the urban centers of the
country like Mumbai and Goa, it should be perceived as a funky, cool and in-tune with any age group,
yet healthy drink, unlike its competitors. Besides, the advertisements should claim that Cloud 9 Energy
Drink can boost physical activity and alertness. It should be projected as a great solution to today's
stressful and hectic lifestyle.

31
7 Marketing Action Program

7.1 Marketing Mix

7.1.1 Product Strategy

Cloud 9 is a healthy energy drink, fortified with essential nutrients and herbs that help boost up anyone
with a lull in their energy and focus. Cloud 9 is a healthy and tasty alternative to a high sugar soda or
energy drink. Also a good alternative to coffee and expensive espresso drinks. With a proprietary blend
of herbs that contain a mix of Gandoderma, Ginseng, Astragalus, Purpurea, 'B' group vitamins and
Schisandra also amino acids L-Taurine and L-Glutamine, that give this healthy energy drink its blast of
natural energy needed to keep drinkers gain back their spunk. Cloud 9 comes in a convenient 250 ml
aluminium can, which is the perfect size to throw in a purse, backpack, gym bag, or brief case. Every
flavour comes with its own colour and design on the can distinguishing it from the others.

7.1.2 Price Strategy

Cloud 9 currently provides competitive prices ranging from Rs. 75 to Rs.90 for different flavours. We
would like to see the company branch out and start selling bulk packs in convenience stores, and
vending machines like its major competitor and market leader Red Bull does. They provide a bulk pack
of four cans in Rs. 275. We would like to keep a competitive price of Rs. 60-70 per can as respondents
gave the choice in survey. Also to offer incentives of buying more than one can at a time, offer two cans
for Rs.110

7.1.3 Promotion Strategy

To promote Cloud 9 to our target market of teens and young adults, we want to focus on promotions in
schools and university/college campuses. We also propose to offer incentives for students to spend their
money on Cloud 9 drinks by offering deals on buying more than one. Currently Cloud 9 has major focus
on non-alcohol drinking people so we want to keep the strategy of buying in bulk through
Amway/Reliance Fresh/Spencers for that demographic. To advertise to the new younger target market
we also would like to team up with dance clubs, sports teams, and music producers. With dance clubs
we would offer alcoholic and non-
alcoholic drinks in the club made with Cloud 9. For sports teams we want to sponsor new and edgy
sports such as Adventure Sports, boxing, and extreme sports to get our logo out in the action. Lastly
with music producers we hope to help sponsor musical tours and have a booth at concerts to give out

32
samples and also sell Cloud 9 to consumers.

Red Bull provides free cans during tech-fests, cultural fests, management fests same kind of strategy can
also be adopted for market penetration.

7.1.4 Distribution Strategy

As of now Cloud 9 is only available to the customer by buying through either an IBO (Independent
Business Owner) or through retailers directly. We want to make Cloud 9 available to everyday
customers in gas stations, grocery stores, convenience stores, and through vending machines. We can
enter into contracts with Reliance Fresh, Hotel Chains, etc; for distribution purposes. The next goal
would be to have Cloud 9 available in outlets and retail stores in other countries. Currently Cloud 9 is
transported through general mailing companies. In the next few years we would like Cloud 9 to have its
own distribution centre with its own delivery trucks.

33
7.2 Marketing Research

We began with exploratory research and identified many resources of econdary data available on the
internet about energy drinks which included previous marketing research reports on energy drinks and
prominent websites.
After the first step, which involved the collection of secondary data, we collected Primary data by
directly interviewing various segments of population including IIM K Campus. The type of questions
asked while collecting primary data was mostly open ended.
After this, we designed a comprehensive Questionnaire which was going to be our primary source of
Data collection.

7.2.1 Data Collection from Secondary resources

A number of secondary resources about the energy drinks market were available on the web. We have
taken the help of previous marketing research reports on industry to know the most
essential features required to formulate the plan of action.This provided us a basic overview of the
features that play a significant role in the selection of an energy drink.

7.2.2 Data collection from Primary resources

We have interviewed various segments of the people in depth to know their criteria to select an energy
drink. We have used an online spread sheet to interview people of various demographic profiles. Our
objective of exploratory research is to find the questions that need to be included in the questionnaire for
descriptive research.

7.2.3 Descriptive research

We have prepared a comprehensive questionnaire using the inputs of exploratory research. The soft
copies of the surveys were mailed to various sections of the people. We have distributed the hard copies
of the questionnaire to the people who don‟t have email ids.
The questionnaire was a prepared exhaustively as this is the primary source of data collection for the
project. The questions were designed to do a study marketing mix, segmentation, and positioning and
target market. The questions helped us to know their perceptions and awareness about energy drinks.

7.2.4 Data analysis Procedure

Methodology and plan

The data collated from the survey was categorically input into data analytic software SPSS. Using the
34
tool, specific feature variables were defined and details from the survey were transferred into the
software.
Pre-processing the data

Editing

We have eliminated the responses, which were obviously incorrect. To ensure consistency of the
responses we have considered the responses which don‟t have null value.
Methodology

We first describe the demographic characteristics of the respondents and later the source of
information from which they came to know about cloud 9 energy drink, current positioning, pricing,
attributes of an energy drink to try it, and respondents‟ characteristics about consumption of alcohol,
health consciousness, avoiding caffeine etc;
7.2.5 Demographic characteristics
The predominant response was from the age group of 23 to 26 years with a percentage 61.9%. 75% of
the total respondents were males.

Age * Sex Crosstabulation

Sex

Female Male Total

Age 19-22 Count 24 59 83

% within Age 28.9% 71.1% 100.0%

% within Sex 39.3% 32.2% 34.0%

% of Total 9.8% 24.2% 34.0%

23-26 Count 36 115 151

% within Age 23.8% 76.2% 100.0%

% within Sex 59.0% 62.8% 61.9%

% of Total 14.8% 47.1% 61.9%

<18 Count 0 1 1

% within Age .0% 100.0% 100.0%

% within Sex .0% .5% .4%

% of Total .0% .4% .4%

>27 Count 1 8 9

35
 % within Age 11.1% 88.9% 100.0%

% within Sex 1.6% 4.4% 3.7%

% of Total .4% 3.3% 3.7%

Total Count 61 183 244

% within Age 25.0% 75.0% 100.0%

% within Sex 100.0% 100.0% 100.0%

% of Total 25.0% 75.0% 100.0%

Table 7.1 Sex * Age

36
 Age * to what extent do TV Advertisements, newspaper ads, billboards etc affect your choice of energy drink?
Crosstabulation

Count

To what extent do TV Advertisements, newspaper ads, billboards etc affect your choice of energy
drink?

1 2 3 4 5 Total

Age 19-22 11 17 34 20 1 83

23-26 20 32 47 44 8 151

<18 0 0 1 0 0 1

>27 1 3 2 3 0 9

Total 32 52 84 67 9 244

Table 7.2 Age * to what extent do TV Advertisements, newspaper ads, billboards etc affect your choice of energy drink?

In the majority age group, i.e. 23-26 years, around 60.3% people were somewhat strongly
influenced by advertisements.

Age * I am health conscious

Crosstabulation

Count

I am health conscious

1 2 3 4 5 Total

Age 19-22 0 8 26 31 18 83

23-26 2 14 49 65 21 151

<18 0 1 0 0 0 1

>27 0 0 3 2 4 9

Total 2 23 78 98 43 244

Table 7.3 Age * I am health conscious

A majority of respondents in the 23-26 age groups were found to be substantially health conscious.

37
 Age * I tend to avoid alcohol
Crosstabulation

Count

I tend to avoid alcohol

1 2 3 4 5 Total

Age 19-22 11 9 9 11 43 83

23-26 21 23 24 24 59 151

<18 0 0 0 0 1 1

>27 2 2 3 1 1 9

Total 34 34 36 36 104 244

Table 7.4 Age * I am tend to avoid alcohol

Majority of respondents in all age groups were found to strongly avoid alcohol. Hence, the drink can
make full use of its “healthy” drink image.

Age * I avoid caffeine Crosstabulation

Count

I avoid caffeine

1 2 3 4 5 Total

Age 19-22 13 14 17 19 20 83

23-26 23 42 44 22 20 151

<18 0 1 0 0 0 1

>27 1 3 1 1 3 9

Total 37 60 62 42 43 244

Table 7.5 Age * I avoid caffeine

Around 29.14% of the respondents in the 23-26 age group were found to be moderately averse to
caffeine, with majority tending towards the lower side.

38
 Figure 7.1 Question nary results (1)

The above figure shows how respondents first came to know about cloud 9 energy drink, the marketing
is predominantly based on viral marketing, although television advertisements, promotional campaigns,
newspaper ads, internet advertisements are there. Mostly 23-26 age groups can be targeted.

39
 Figure 7.2 Question nary results (2)

The respondents clearly see Cloud 9 as an energy drink, even the above analysis shows that 86.89% of
females and 79.23% of males see it as energy drink therefore respondents are aware of product category.

40
 On what occasions do you consume energy drinks?

Frequency Percent Valid Percent Cumulative Percent

Valid 1 .4 .4 .4

Before/During/After a workout
65 26.6 26.6 27.0
(like aerobics)

During studies/ Before deadlines,

71 29.1 29.1 56.1
exams etc.

Weekend party (after a hectic

70 28.7 28.7 84.8
week)

While hitting the pub 37 15.2 15.2 100.0

Total 244 100.0 100.0

Table 7.6 Question nary results (3)

Figure 7.3 Question nary results (4)

The people in the age group 23-26 yrs. consumed energy drinks mostly during weekend parties or
studies, while in the age group 19-22, majority consumed during/ after workout. The proportion of
people consuming energy drinks while hitting the pub was comparatively lesser
41
 Sex * What in your opinion is the ideal price for a can of Cloud 9?

Count

What in your opinion is the ideal price for a can of Cloud 9?

60 – 70 70 – 80 80 - 90 Above 90 Total

Sex Female 36 20 4 1 61

Male 122 50 4 7 183

Total 158 70 8 8 244

Table 7.7 Question nary results (5)

The ideal price for a can of Cloud 9 as perceived by majority of the consumers was between Rs. 60-70.

Figure 7.4 Question nary results (6)

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 Sex * If you were to search for Cloud 9 in a supermarket, which section would you go to?

Count

If you were to search for Cloud 9 in a supermarket, which section would you go to?

Alcoholic Drinks Energy Drinks Juices Soft Drinks Total

Sex Female 1 53 4 3 61

Male 17 145 7 14 183

Total 18 198 11 17 244

Table 7.8 Question nary results (7)

Majority of the surveyed people would search in the energy drinks section of a supermarket while
searching for Cloud 9.

43
 Given the fact that it is a healthy drink that offers many flavors and provides an
instant kick, would you be willing to try Cloud 9?

Cumulative
Frequency Percent Valid Percent Percent

Valid No 47 19.3 19.3 19.3

Yes 197 80.7 80.7 100.0

Total 244 100.0 100.0

Table 7.9 Question nary results (8)

Figure 7.5 Question nary results (9)

About 80.7% of the surveyed people were willing to try Cloud 9 if it offered many flavours and
provided instant kick.

44
 Would you be willing to participate in a promotional campaign that offers
free trials of Cloud 9?

Cumulative
Frequency Percent Valid Percent Percent

Valid No 78 32.0 32.0 32.0

Yes 166 68.0 68.0 100.0

Total 244 100.0 100.0

Table 7.10 Question nary results (10)

Figure 7.6 Question nary results (11)

About 68% of the surveyed people were willing to participate in the promotional campaigns that offered
free trials of cloud 9.

45
 What makes you try a new energy drink?
<18 19-22 23-26 >27
Packaging 0 15 17 0
Taste 1 43 75 4
Price 0 20 43 0
Composition 0 27 43 2
Variants 0 9 15 0
Brand 0 24 30 2
Celebrities 0 3 5 0
Advertisements 0 14 26 1
Recommendations of Friends 0 35 81 5

Table 7.11 Question nary results (12)

Recommendations_of_Frien
ds

Advertisements

Celebrities

Brand
>27

Variants 23-26
19-22
Composition <18

Price

Taste

Packaging

0 10 20 30 40 50 60 70 80 90

Figure 7.7 Question nary results (13)

Majority of people considered taste and recommendations of friends as major attributes that makes
them try a new drink.
46
7.3 Implementation

7.3.1 Implementation Plan:

Cloud 9 Energy Drinks are currently marketed as Energy Drinks with Natural Caffeine Sources.
Through our marketing plan, we are aiming to launch our product to a younger audience as a
“Health Drink that Promotes Energy”. Since our product contains B-Vitamins and Amino Acids that are
healthy for the body and promote brain function, we would like our drink to be perceived as healthy
rather than pure energy drinks.

Our plan is to market to an audience of young adults. We are hoping since the drink contains vitamins
and nutrients healthy for the body, parents will find it to be a good alternative to the other sugar filled
energy drinks currently in stores.

Vending machines throughout college campuses, and selling our products individually through stores
will help increase awareness among younger consumers. Vending machines create impulse buys when
placed in high traffic areas, which is an area where Cloud 9 is currently lacking. They have remained a
private company and strictly provide their product through IBO‟s, but we are hoping to get the name
well known among a younger crowd through wider distribution channels.

We are going to market the product as a health drink that promotes energy. When people think of energy
drinks they automatically think of high sugar and high carbohydrates, which is the exact opposite of our
product. Our main emphasis will be getting our consumers the energy they need without all the added
sugars and carbohydrates that no one needs to add to their diet. Health has been an increasing trend in
today‟s society and Cloud 9 Energy Drinks can be a positive addition to one‟s daily diet. In order to get
our name in the campuses, we need to put vending machines in places that students can easily access on-
the-go. Students are living in a fast paced world, and our product needs to keep up with them. The
option of buying it in campus gives an alternative source of attaining the product. Fliers will also be
placed throughout the campus in high traffic areas to increase brand recall.

Sporting events and entertainment are very popular on college campuses, so we would like to use
banners of our product during basketball games or even during student concerts to get our names in
the mainstream of students. Athletes and nutrition-conscious students will notice our
“Health drinks that promote energy” signs, and realize they can get energy without adding sugars that
47
can ruin their workout and performance. When students see our signs promoting healthy energy, they
will be eager to try the new product that not only tastes good, but also is good for them.

All in all, our main goal is to be seen as a healthy alternative to the other high sugar energy drinks
in the market. Vending machine sales are constantly increasing, and edging Cloud 9 into that market
will continually increase revenues. Through product placement in high traffic areas and fliers
throughout the school, we are hoping students will notice our diverse product and boost sales in a new
market for Cloud 9.

7.3.2 Budget
The expenses of the company for marketing include mainly that of an advertising budget. We would like
to use the percentage of sales method. For 2010, the expected revenue generation is Rs. 25,30,000,000.
Hence if we consider 30% revenue will be the first advertising campaign for the product, the total
budget for advertising is Rs 759,000,000.

7.3.3 Activity Schedule

The activity schedule around the advertising campaign will revolve around the product launch that
happens every year. 3 months prior to the product launch, the advertisements in the media, print,
television and radio, should start that create curiosity regarding the product. During the product launch,
along with the advertisements, the messages regarding natural health drinks should be sent across to the
public to facilitate conversion of Red Bull‟s buyers into Cloud 9‟s customers.

48
8. Financial Summary

Purchases include packaging materials, beverage bases, and beverage ingredients. Distribution
costs arise from product delivery to a large number of markets. Cloud 9 must ship products to
Independent Business Owners, who then ship products to their customers. Other costs include
depreciation, rent, utilities, interest, and other organizational sustaining costs (Industry Report).
These costs consist of estimates throughout the soft drink industry.

Market Share Projections

Energy Drink Market Analysis

Total Market size (crores) 1100
Growth rate 50%
Cloud 9 market share (crores) 23%
Cloud 9 Price Rs 75/can
Cloud 9 market share growth rate 7%
Year 2010 2011 2012 2013 2014 2015
Total Market Size 1100 1650 2475 3712.5 5568.75 8353.125
Market share of cloud 9 23% 25% 26% 28% 30% 32%
Coud 9 Revenue 253 406.065 651.7343 1046.034 1678.884 2694.609
Marketing Expenditure for cloud 9 75.9 121.8195 195.5203 313.8101 503.6652 808.3826

Table 8.1 Market Share Projection

49
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51
10 Annexure – A: Survey Questions

Cloud 9 - Market Research Survey

Question 1: Age
<18
19-22
23-26
>27
Question 2: Sex
Male
Female
Question 3: Where did you first come to know about Cloud 9?
Newspaper
Television Advertisements
Internet
Friends
Promotion Campaigns / Others
Never heard of it!
Question 4: If you were to search for Cloud 9 in a supermarket, which section would you go to?
Soft Drinks
Alcoholic Drinks
Energy Drinks
Juices
Question 5: What in your opinion is the ideal price for a can of Cloud 9?
60 - 70
70 - 80
80 – 90
Above 90

52
Question 11: I avoid caffeine
1 2 3 4 5

Strongly Disagree Strongly Agree

Question 12: Given the fact that it is a healthy drink that

offers many flavors and provides an instant kick, would
you be willing to try Cloud 9?
YES
NO

Question 13:Would you be willing to participate in a

promotional campaign that offers free trials of Cloud 9?
YES
NO

iFEEl Cloud 9-GET CHARGED WITH A BOLT OF ENERGY | 53