Repositioning Off-Brand Product: Cocaine Energy Drink


Repositioning a product into the mainstream market is an uphill task for product developers. The predecessor could have appealed terribly and this resulted to abandoning of the product in the mainstream market. This report has identified an off-brand consumer product, Cocaine Energy drink. Cocaine is still in contention with Federal Drugs Authority for marketing itself as both a street drug and dietary Supplement. However, in this report, the product is repositioning itself as total dietary and medicinal product is essential, legitimate and responsive. The product seeks to rival main brands, Red Bull and Monster by introducing multiple brands all geared towards improving an individual’s health. The research will further introduce the product situation, branding and slogan development. This will clarify the new product approach. Additionally, the research will examine the product possible demographic situation.

High Involvement

The product is a high product involvement since it attracts a social or psychological risk. The desire to consume an energy drink can be attributed by the needless desire to improve one’s social and health life. Hoffman (2010, pp. 15) argues that consuming an energy product raises the aspect of health awareness. In fact, the consumer compares maladaptive drinking practices and the desire to consume an energy drink. The branding name Cocaine is rather retributive to the wider market segmented. However, the impetus behind this brand is highly adorable and seeks to expand subjective, physiological, and psychological behavioral patterns. The consumer affiliates the product as a depressive and anxiety relaxer, which is not toxicant to the body.

Campaign Development

Following the cancellation of the Cocaine energy drink from the mainstream market, it is imperative to pursue other alternatives, which will seek to expand the popularity of the product. Cocaine as energy production seeks to compete with international product such Red Bull energy drink, Monster or Rockster. To initiate required advertisement intensity, developing a brand name and a slogan is necessary. This report proposes an ideal slogan, which is not conflicting, but seeks to engage the viewership community. The slogan debuted Stay Away From Cocaine Now, is expected to be a controversial marketing campaign, one that seeks to introduce a competing health product.  This change comes with change of brand faucet from a traditional white and red coloring to a metallic gold orientation.

Consequently, new pricing adjustments will create an atmosphere of newer product involvement. As a result, it is necessary to encourage the development of newer pricing and packaging stratagems. The traditional 250 ml needs to be divided into two. The first can should be 300 ml and the second one 175 ml. This is a wider approach to appeal positively to the market. Splinting volumes will attract new pricing. The 175 ml will retail at 2 dollars while the 300 ml will retail at 3 dollars. This splint serves different demographics based on their taste and preferences.

In addition, it is necessary to pursue a warranty mechanism. The warranty mechanism will recast the importance role of clinical physicians in ascertaining the productive health fitness. Physicians will assess the health benefits of Cocaine energy drink and how it can be applied as an alternative from hot drinks. Consequently, clinicians will examine the satisfying and detoxifying effect of the Cocaine product. For this reason, it will be necessary to include the detoxification add-endives on the main product features. Although it is not advisable to encourage the detoxification element on products, it is necessary to orient several classes of products. Product proposals include; Cocaine detoxifies, Cocaine Athlete, Cocaine Tranquillizer and Cocaine Happy times.

Market Segmentation

Cocaine product has health benefits and can be consumed by any age. However, the product focuses on a particular age distribution. This is the largest age segment of individual between age five to fifty years. In particular, ages between 20-35 forms the active age who adventurous and consuming this product will therefore appeal positive to this market segment. Consequently, the product seeks to appeal positively to hard drug users located in the U.S. These are Cocaine stimulant, Heroine and Methamphetamine. The drugs are expensive and disturbing to the body physiological functions. Many users are willing to quit or have attempted to quit, but the chance does not matter. Most of these consumers take the drugs for stimulation and perceived energy. For this reason, this product will attempt to justify that consuming this product is responsive to detoxify clogged Toxics, heal worn-out tissues and present an alternative consumption from the main drugs by supplying energy.

Energy Drink Brand Market Share 2013

Adopted from Caffeine Informer

The above graph shows energy-drink market segment. Although all products compete favorably in the market segment, it is good to note that the two leading products; Red Bull and Monsters competes all products; hence, research should be the development to meet their demands. All products enlisted in this graph are competing for the same age segment. However, one does not notice the presence of Cocaine, meaning that other companies have grown in competition and there lacks sufficient space to accommodate cocaine. It is thus justifiable that the market segment for cocaine has slimmed. For presentation and competition, it is important to introduce the above named approach. Monster and Red Bull present the most serious competitors. For this reason, it will be necessary to adopt their business approaches and modify them to present a competitive orientation.

The above market segment can be explained by each company business strategy. Red Bull dominates top brands with 43 % market share while Monster is the runner-up. This market has remained like in its current form since Red Bull and Monster pursues products which have caffeine that increases metabolism and attentive. The products also have Guarana, Inositol, and Tuarine.

In addition, Red Bull and Monster have managed to create a marketing brand name. For the next ten years, Red Bull is expected to be the leading competitor in terms of market share. However, after applying the above marketing approach, it is notable that Cocaine brand will be competing favorably and closely or even better than a monster. Brown (2011, pp. 111) that for optimal competition, branding and product provision remains the core concern of this business strategy. Both Monster and Red Bull have not realized the aspect of competition. Moreover, none of the six brands has centered its marketing strategy on detoxification, fitness and health concern.

Most consumers of energy drink are holidaymakers and corporate officials. This is a collective purchasing power, which is centered on improving the quality of lives. A can of Red Bull retails at 2.21 dollars while each monster can at two dollars. These two products are packaged in 250 ml cans and consumer chooses a product based on its brand. However, the Cocaine’s approach seeks to apply a decisive marketing ideology. The traditional 250 ml can have been defeated by the introduction of 175 ml cans and a 300 ml can. This approach combined with the medication value will be expected to improve the overall market segment.

Diffusion rates

As stated, reintroduction of the product to the national market is geared towards improving the product to reach national prominence. In this case, identifying reference groups influences the market segment. Kane (2008, pp. 57) argues that; determining the diffusion rate is based on co-diffusion and dependent technologies. Based on specific age blankets, the diffusion rate presents the cumulative number of adopters at time and the potential number of ultimate adopter and propensity of product orientation. Adopters of product and technologies are classified on the decision being pursued by the firm. The appropriate diffusion rate is one that focuses on the diffusion of innovation and diffusion of competitors.

Diffusion Enhancement Strategy

Diffusion determinants are based on the nature of product orientation versus the population growth projections. On the other hand, diffusion inhibitors are based on the level of technology, market perception to the product and the population. According to table 7-3 on the chapter 7, it is notable that the American population growth is expected to increase. In particular, Hispanic growth is expected to increase, and this is responsive enough to the nature of the population. For this reason, an ideal diffusion enhancement strategy requires strategic orientation seek to develop new opportunities and introduce multiple products as stated in our earlier assessment. This report proposes the application of strategic resilience based on the medical importance value. To achieve this, business typology, prospectors should operate on a dynamic environment, one that introduces and enforces multiple products proactively (United States Census Bureau, 2014).

Promotion of product characteristics

Characteristics of the product should appeal positively to the end consumer. This report has discussed in detail the role played by branding and ingredients property. Further to this, the report discussed packaging and branding detail. However, for the purpose of collective marketing agenda, this report proposes the application of print and digital media in advertising. The product characteristics, which will be marketed to demographics is the medicinal importance of the product to consumers (Melnik, 2011, pp. 427). Since this product agenda differs from the toxicant cocaine it will be important if this message is communicated in detail to the general consumers (United States Census Bureau, 2014).

A promotion focused Campaign

As examined in the above report, the product seeks to move from the traditional white and red color, orientation to rapid, golden color, which will communicate the product game change. This report advocates for the development of dimensions of the promotion campaign. The report further focuses an alteration of the brand name. The new brand name is debuted; You Do not Need Cocaine rather than the name Cocaine itself. However, the name cocaine will retain its traditional orientation. A promotion-focused campaign is responsive since it corresponds to decisive needs of the product branding and ingredients (United States Census Bureau, 2014).

Product Rediscovery

Based on provisions of chapter 9, it is possible for consumers to rediscover the product on a genuine motive. Product rediscovery will require a high involvement needed by constantly marketing the goal of the product to the population. The goal of the product is based on medicinal importance and stimulation, or what this report considers as positive stimulation. Stimulation will facilitate the acknowledgement of the product to different parties engaged in diverse commitment. Although it is inopportune to communicate the product brand “cocaine” to the public, it is notable that the medicinal importance strategy seeks to present a contrast point from the main cocaine product.

Projected Increase in consumption

Moreover, the product is expected to increase purchases and consumption more so to the youth who have an adventure spirit. The product seeks to move away from the traditional approaches in energy drinks, to a collective detoxification strategy one that has stimulations. There are several products being pursued by Cocaine. These include; Cocaine detoxifier, Cocaine Athlete, Cocaine Tranquillizer and Cocaine Happy times that have specific orientation in each case. The medicinal approach is appealing consumer will naturally feel their health is safeguarded. Figure 12-2 provides the possible age blankets that each of the four products will appeal to differentiate based on the product orientation.




















Brown, G. H. (2011). Branding versus branding work, media versus product – HE in the

internet age. Perspectives: Policy and Practice in Higher Education, 15(4), 111-112.

Bureau. (n.d.). United States Census Bureau. 2012 National Population Projections:

Summary Tables. Retrieved May 25, 2014, from

Gullo, V. P., & Hughes, D. E. (2005). Exploiting new approaches for natural product drug

discovery in the biotechnology industry. Drug Discovery Today: Technologies, 2(3), 281-286.

Hoffman, J. R. (2010). Caffeine and Energy Drinks. Strength and Conditioning Journal,

32(1), 15-20.

Kane, S., & Melnikov, A. (2008). On pricing contingent claims in a two interest rates jump-

diffusion model via market completions. Theory of Probability and Mathematical Statistics, 77, 57-69.

Melnik, M. I., Richardson, P., & Tompkins, D. (2011). How Seller and Product

Characteristics Impact Promotion on eBay. Journal of Promotion Management, 17(4), 426-437.


Get Professional Assignment Help Cheaply

fast coursework help

Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?

Whichever your reason may is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.

Our essay writers are graduates with diplomas, bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college diploma. When assigning your order, we match the paper subject with the area of specialization of the writer.

Why Choose Our Academic Writing Service?

  • Plagiarism free papers
  • Timely delivery
  • Any deadline
  • Skilled, Experienced Native English Writers
  • Subject-relevant academic writer
  • Adherence to paper instructions
  • Ability to tackle bulk assignments
  • Reasonable prices
  • 24/7 Customer Support
  • Get superb grades consistently

How It Works

1.      Place an order

You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.

2.      Pay for the order

Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.

3.      Track the progress

You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.

4.      Download the paper

The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.


order custom essay paper


  1. Does your website have a contact page? I’m having problems locating it but, I’d like to send you an email. I’ve got some recommendations for your blog you might be interested in hearing. Either way, great site and I look forward to seeing it develop over time.|

  2. Its like you read my mind! You appear to know so much about this, like you wrote
    the book in it or something. I think that you could do with some
    pics to drive the message home a bit, but instead of that, this is excellent blog.
    An excellent read. I will certainly be back.

  3. Hmm it looks like your website ate my first comment (it was extremely long) so I guess I’ll just sum it up what I submitted and say, I’m thoroughly enjoying your blog. I too am an aspiring blog blogger but I’m still new to the whole thing. Do you have any helpful hints for rookie blog writers? I’d genuinely appreciate it.|

  4. Hello There. I found your blog using msn. This is an extremely well written article.
    I will make sure to bookmark it and return to read more of
    your useful information. Thanks for the post.
    I’ll certainly comeback.

  5. I used to be recommended this website by my cousin. I’m now not positive whether this put up is written by means of him as no one else
    realize such distinctive about my trouble. You’re incredible!

  6. I was wondering if you ever considered changing the structure of your website? Its very well written; I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having 1 or 2 images. Maybe you could space it out better?|

  7. Icһ bin ցerade zufaellig аuf Ihrer Seite gelandet
    (war eigentlichh auf der Suche nach einer andеren Ηomepage).
    Ιch moechte diesе Seite nicһt verlassen, ohne Eᥙch ein Lob zu dіeser klar strukturierten սnd schick designten Seire zu hinterlassen!

    Feel free tߋ visi mmy web site – Vmix Rabatt –,

  8. I’ve learn several excellent stuff here. Definitely value
    bookmarking for revisiting. I wonder how so much attempt
    you set to create the sort of magnificent informative website.

  9. Wow that was unusual. I just wrote an very long comment but after I clicked submit my comment didn’t appear. Grrrr… well I’m not writing all that over again. Anyway, just wanted to say great blog!|

  10. Fantastic beat ! I would like to apprentice even as you amend your website, how could i subscribe for a blog site?
    The account aided me a acceptable deal. I have been a little bit
    familiar of this your broadcast provided vivid transparent concept

  11. I’ve been surfing online more than 3 hours today, yet I never found any interesting article
    like yours. It’s pretty worth enough for me.
    In my opinion, if all webmasters and bloggers made good content as you did,
    the web will be a lot more useful than ever before.

  12. I’ve been exploring for a little for any high-quality articles or blog posts on this sort of house . Exploring in Yahoo I finally stumbled upon this site. Reading this info So i’m satisfied to show that I have a very just right uncanny feeling I came upon just what I needed. I such a lot for sure will make certain to do not fail to remember this site and provides it a look regularly.|

  13. Thanks a lot for sharing this with all of us you really realize what you are speaking about!
    Bookmarked. Kindly additionally consult with my site =).

    We will have a link alternate contract between us

  14. รีแผ่รนด์ละ MAXBET ซึ่งก่อนหน้านี้เปลืองนามกร IBCBET ผู้แบ่งออกบริการพนันออนไลน์ร่างถ้วนวงจรถิ่นที่กอบด้วยใบเล็กวงศาคณาญาติง้างมอบบริการทำนองโดนข้อบัญญัติมาริเป็นเวลานานกระทั่ง 15 ปี จัดหามายามแหวกตัวภายในนามสมญาเอี่ยม
    nova88 คราววันที่ 1 สิงหาคม 2562 เรียบร้อยอัพเดตการอุปการะบริการย่านสมัยใหม่บานตะโก้รุ่ง มีการก้าวหน้าเทคโนโลยีกลุ่มติดต่อเพื่อลูกทีมทั้งหมดจัดหามามอนกับจบท้าพนันสถานที่ดีงามแรงกล้า ไม่ว่าจักทั้งเป็นทิ่มบอลออนไลน์ท้าพนันกีฬาออนไลน์ติดอยู่ซิโปนเกมส์คาสินูนLottery KENO ด้วยกัน E-sports เสียแต่ว่ายังคงเก็บซึ่งบริการเกณฑ์ย่านเด็ดสะระตี่ตำแหน่งสากล ขายังสามารถเข้าไปประสานมันส์และงาน บรรเลงเดิมพันออนไลน์ คว้าทุกรูปร่างพ่างเดิมที เป่าได้รับทั้งปวงวันที่ NOVA88LIVE โดยเหตุกระผมยังคงแหวกแบ่งออกใครก็ตามได้รับเข้าร่วมครึกครื้นกับเกมท้าพนันออนไลน์ที่อยู่ตั้งใจจัดหามาทั้งนั้น 24

  15. Thank you for any other informative blog. The place else
    may just I get that type of information written in such a perfect way?
    I have a venture that I’m simply now operating on, and I have
    been on the look out for such info.

  16. I?m impressed, I have to admit. Rarely do I come across
    a blog that?s equally educative and entertaining, and let me tell you, you’ve hit the nail on the head.

    The problem is something that too few men and women are speaking intelligently about.
    Now i’m very happy that I stumbled across this in my hunt for something regarding

  17. You actually make it seem so easy with your presentation but I find this matter to be really something that I think I would never understand. It seems too complex and extremely broad for me. I am looking forward for your next post, I’ll try to get the hang of it!|

  18. Do you mind if I quote a couple of your articles as long as I provide
    credit and sources back to your website? My blog is in the very same
    area of interest as yours and my users would definitely benefit
    from some of the information you provide here. Please let me know
    if this okay with you. Cheers!

  19. Wonderful blog you have here but I was curious if you knew of any forums that cover the same topics discussed in this article?

    I’d really like to be a part of group where I
    can get feedback from other knowledgeable individuals that share
    the same interest. If you have any suggestions, please let me know.
    Thank you!

  20. Great post. I was checking continuously this blog and I’m inspired!
    Very useful info particularly the closing phase
    🙂 I handle such info much. I used to be looking for this particular info for a very long time.
    Thank you and best of luck.

Leave a comment

Your email address will not be published. Required fields are marked *