Rockstar Energy Drink Marketing Plan

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I. ROCKSTAR, INC. Rockstar Energy Drink was founded by Russell Goldencloud Weiner, a doctor of nutritional enthomedicine, according to the Rockstar website. His parents, two renowned herbalists, helped to produce the Rockstar formulations. Today, three formulas of Rockstar are on the market: Original, Cola, and Diet. The original formula was first launched in 2001, making the company only 4 years old. The company is based in Las Vegas, Nevada, one of the trendiest locales of the United States, lending to the edgy "Rockstar" image. To enhance their image, Rockstar's catchy slogan is "Party like a Rockstar". The Rockstar company is not publicly traded, but in some states is distributed by Dr. Pepper. Recently, Rockstar has teamed up with…show more content…
The parent companies include Coca Cola, Hansen's, and Pepsi, just to name a few. These three corporations are all publicly traded and have been in the beverage market for many, many years. We were not able to retrieve data concerning Red Bull and Rockstar, two independently operated labels which are both relatively new to the market. Most of the energy drinks we observed have a global presence. Hansen's was not very clear on whether it was sold globally, and Rockstar intends to expand into international markets in the near future. However, on the Rockstar can, many popular "party" cities are listed, but we are unsure if the product is actually readily available in those places. Rockstar's closest competitor, Red Bull, is a Thai product, but is based in Austria; therefore, it has great international presence. There is great potential for Rockstar to dominate global markets outside of the United States. C. Positioning Of Self and Competitors Although Rockstar is only the second best-selling energy drink, its competitive edge can be seen in a positioning matrix, as seen in Appendix Exhibit C. Energy drink consumers have rated Rockstar high in quality, convenience, signaling and pricing, making it on par with the leading Red Bull. In terms of quality, Rockstar is equal or better than its competitors, including Red Bull, in effectiveness, taste, ingredient content and

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