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.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

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

http://www.census.gov/population/projections/data/national/2012/summarytables.html

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.

 


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