MARKETING OF ENERGY DRINKS - PRODUCT MIX, PACKAGING
Table of contents
Introduction 3
1 Naming and Packaging: marketing mix tools of the product 4
1.1 The products levels 4
1.2 Naming 5
1.2.1 The visual distinctiveness of a brand 5
1.2.2 Selecting the right name 6
1.3 Packaging 7
1.3.1 Definition 7
1.3.2 The functions of packaging 7
1.3.3 The importance of packaging 8
2 Packaging and Naming for the energy drink industry 9
2.1 Industry overview 9
2.1.1 Leading brands on the Australian market 10
2.1.2 Target market of the energy drinks 10
2.2 Packaging issues and trends on the energy beverage market 11
2.2.1 Capacity and materials 11
2.2.2 Graphics and scripts 13
2.3 Naming issues on the energy drinks market 15
Conclusion.......................................................................................17Sources............................................................................................18
Introduction
The marketing mix (tool largely used by marketers) is composed of the tactics being developed by a company in the 4 P's areas: product, price, place and promotion, to assist them in pursuing their objectives. These variables have to be carefully managed by the organisation to meet the need of the defined target group.
In this essay, we are going to focus on the "product" variable of the marketing mix.
Phillip Kotler has defined the product as: "anything that can be offered to a market to satisfy a want or need" (Philip Kotler, Marketing Management, 2000).
The product, but also its name and packaging, have a major impact on the brand positioning. They are fundamental tools in helping the company to induce trial and repeat purchase; they are also invaluable to achieve the desired awareness levels and to form positive attitudes among both customers and perspective customers.
Highly profitable and attractive (giving the trend that consumers are increasingly looking for convenient drinks that boost their energy levels), the energy drinks market is highly competitive.
A Mintel's
Introduction 3
1 Naming and Packaging: marketing mix tools of the product 4
1.1 The products levels 4
1.2 Naming 5
1.2.1 The visual distinctiveness of a brand 5
1.2.2 Selecting the right name 6
1.3 Packaging 7
1.3.1 Definition 7
1.3.2 The functions of packaging 7
1.3.3 The importance of packaging 8
2 Packaging and Naming for the energy drink industry 9
2.1 Industry overview 9
2.1.1 Leading brands on the Australian market 10
2.1.2 Target market of the energy drinks 10
2.2 Packaging issues and trends on the energy beverage market 11
2.2.1 Capacity and materials 11
2.2.2 Graphics and scripts 13
2.3 Naming issues on the energy drinks market 15
Conclusion.......................................................................................17Sources............................................................................................18
Introduction
The marketing mix (tool largely used by marketers) is composed of the tactics being developed by a company in the 4 P's areas: product, price, place and promotion, to assist them in pursuing their objectives. These variables have to be carefully managed by the organisation to meet the need of the defined target group.
In this essay, we are going to focus on the "product" variable of the marketing mix.
Phillip Kotler has defined the product as: "anything that can be offered to a market to satisfy a want or need" (Philip Kotler, Marketing Management, 2000).
The product, but also its name and packaging, have a major impact on the brand positioning. They are fundamental tools in helping the company to induce trial and repeat purchase; they are also invaluable to achieve the desired awareness levels and to form positive attitudes among both customers and perspective customers.
Highly profitable and attractive (giving the trend that consumers are increasingly looking for convenient drinks that boost their energy levels), the energy drinks market is highly competitive.
A Mintel's