Nova Case Study

The country of Chile is located in western South America. The conditions vary with the mountains, deserts, and beaches.

Over the last decade, drinks containing high amounts of caffeine, sugar, and other ingredients that increase energy have been rapidly growing in popularity. Clearly these beverages are known as energy drinks. Energy drinks have gotten so popular that it is extremely rare to find a convenience store that doesn’t sell a variety of them. Students use energy drinks to cram the night before a test, athletes use them to exercise, party animals mix them with alcohol to drink more than humanly possible, and some people just drink them to stay awake at work after a sleepless night. Red Bull, one of the most popular energy drinks in the market, claim to enhance

Red Bull targets only a particular segment of market and therefore makes its product only available at those places where the target can be reached. The energy drink can be bought at colleges, supermarkets and is mainly associated to extreme sports. In particular, the energy drink has also known a tremendous success in India, where the segment is the fastest growing in the category, due to India’s youth centric population and fast urbanization. Red Bull was actually the brand that created energy drink category in India (Docstoc, April 2012).

The capital is Santiago. There are a few different ethnic groups, 95% is White and White-Amerindian, 3% is Amerindian and 2% is other. They have two different main religions: Roman Catholics – 89%, and Protestant- 11% (Info please). Chile is in South America bordered by Peru, Bolivia, Argentina, and the Pacific Ocean. Chile also has islands off the coast, including Juan Fernandez Islands and Easter Island. Chile is 2650 miles long and 265 miles wide. The Andes and another Westland range run parallel with each other for most of the country's length. Chile is on an earthquake belt and has frequent earthquakes and tsunamis. Chile can be divided intob3 land regions, 1.) The Northern Dessert, 2.) The Central Valley, and 3.) The Archipelago. The Northern Dessert stretches over 1050 miles south from the Peruvian border to the Aconcagua River. The Atacama desert which the Chileans the great north, covers the northern part of the country. Atacama is one of the world's driest places. It will gradually go to a less dry climate they call the little north. (Chile, world

Chile is located in the southernmost part of South America. It is found near Bolivia, Peru, and Argentina. Chile has a beautiful coastline to its west. Chile is the longest country in the world (north to south.) Chile’s capital is called Santiago.

Chile is a narrow and long country that that extends in the western border of South America. Chile is located west of the pacific ocean and it is located along the ring of fire. Chile is a mountainous because most of their land has the mountain ranges of the Andes. The tip of Chile is called Tierra del Fuego and it is located near Antarctica. To the east of Chile is Argentina to the north Peru and to the northeast is Bolivia. In Chile they are a lot of volcanoes most of the volcanoes are located on the Andes. 80 percent of Chile's land is covered by mountains. A lot of the Chileans live along these mountains or even on them. Chileans have lived like this for thousands of years and have gotten used to it. In the northern parts of Chile snowfall is very heavy and rainfall is very scarce. When getting to the central part of Chile the climate of Chile starts to get more desert like. Also a lot of Chile's coastline is very rocky and mountainous. Annual rainfall is about 14mm the average temperature a day is 17 degrees Celsius.

This document is part of the requirements of the Foundations of marketing course, the University of Newcastle. It is the first part of the marketing plan for Red Bull, the leader of energy drinks market.

To start with, market segment for energy drinks is targeted at group of people in their late teens to early thirties. The age group is determined between 18 to

This report was written to assess the company Red Bull and their energy drink Red Bull Energy Drink, in a manner in which the market/industry, environment, competitors, customers, and the brand were all analysed by using secondary research. A SWOT analysis was also conducted. Through this research and analysing, it was found that Red Bull is the dominating leader in the energy drink market and sells the most units of its product worldwide. However the company does have close competitors in Monster Energy Drink and Rock star Energy Drink. Although Red Bull has massive internal strengths in being leader in the market share and sponsorship of events, it also has weaknesses in lack of innovation and diversity. Their

Consumer Behavior Monster Energy Target Market Because the energy drink is still part of a new and developing industry, the energy drink target market is different than in some of the other beverage industries. Monster energy drinks have become a very popular, “hip” part of society, but the market at which they are aimed is not as wide and expansive, or diverse, as some might think. Early in energy drink history, when they were first being sold in the United States, athletes were the primary consumers. This shows that even initially energy drinks were directed at a select crowd, a group of people with specific interests. Although the consumer base for energy drinks has now expanded beyond that of simply athletes, the target market is

There are (3) reasons why I have chosen energy drinks as my NAB. First off, there is a growing market for energy drinks. Red Bull and Monster Beverage Corporation, together, form over 80% of domestic energy drinks volumes by estimates. Dollar sales for energy drinks grew almost 6% to $6.67 Billion in measured channels in 2013, which propelled sales growth for convenience stores (Team, 2014). A growing thirst for caffeinated “energy” drinks, which include the likes of Red Bull, Monster, and Rock star, has spurred a heart-thumping surge in sales. Globally, the energy drink industry has gone from a $3.8-billion business in 1999, to a $27.5-billion

• There were more than 3500 brands of soft drink in Brazil, manufactured in more than 700 plants in 2004. From 1986 to 2003 nonalcoholic drink consumption lead to 11.6 billion liters with average year to year growth of 13.92%.

A slow growing market is a great way to characterize the energy beverage category in late 2007. This industry was increasing in profits still but was not increasing in profits as quickly due to factors such as market maturity, increasing in prices, competition and new hybrid products (Kerin & Peterson, 2010). The market was still very small but was dominated by Red Bull due to it being one of the first energy drinks, which caused it to dictate the market and have more of an advantage than the other energy beverages. So in late 2007 the market for energy drinks was still

In Brazil, there is not as much of a market for energy drinks as there is in places like the United States. Still, introducing 5-hour energy shots to Brazil could cause the desire for energy drinks to grow in that country. That would open up an entirely new market for energy drinks that could make millions or even billions of dollars for companies that manufacture energy drinks throughout the world. In order to clearly understand how marketing will take place in Brazil and the issues that must be addressed, there are four specific areas that will be considered here. These will be the social-cultural environment of Brazil, the economic environment, the political environment, and the technological environment. Since all of those areas play a role in how an energy drink could be marketed and how much success it might have, they all must be discussed before any decisions are made.

Red Bull’s target market is young adults and young professional (aged 16-22). If the number of people in this age – group form a small fragment of the country’s overall population, then entering such a market would be risky and not profitable enough. Red Bull has built a brand image of a youthful energy drink and hence it can be successful only in markets that have a large number of young people.