Rockstar Swot
ROCKSTAR ENERGY DRINK
SWOT:
Strengths • Appealing to younger audience • Image built upon “I want to be a rockstar and party like a rockstar, so I will drink like a rockstar!” draws in the party scene • Comes in 14 flavors (variety) • Sponsor 34 sports • Managed under Pepsi Co. which gives them a well established team to work with to expand and obtain successful products • Came in third place for leading Energy Drink in market share at 11.3% • Keeps consumer motivated and energized • Accumulated 2.5-5 million dollars in revenue since its beginning in 2005 • Internationally sold • Sugar free • Carbohydrate free • Option of shot or bottle • Promote themselves with Rockstar apparel and accessories • Strong word to mouth marketing • Bold and attractive product image (structure)
Weaknesses • Popular mixed drink because it reduces fatigue and enhances the “feel good” buzz • A study compared the effects of alcohol alone to an alcohol plus energy drink combination. Researchers found that the alcohol plus energy drink significantly reduced subjective alcohol-related symptoms such as headache, weakness, dry mouth, and impairment of motor coordination, even though breath alcohol concentration and objective tests of motor coordination and reaction time didn't reflect this. • The amount of caffeine a energy drink has, promotes dehydration • Compete against redbull, monster, and SoBe as their biggest competition • Increased caffeine levels can result in stomach problems, panic attacks, anxiety, and cardiac arrhythmias • Limit their promotion to sports that revolve around extreme • Energy drink are supposed to enhance the ‘good feeling’ but don’t promote within sports such as soccer, hockey, football, or basketball which are all large corporations • 160 mg of caffeine per can •
Target Market
• Young males & females • Between the ages of
SWOT:
Strengths • Appealing to younger audience • Image built upon “I want to be a rockstar and party like a rockstar, so I will drink like a rockstar!” draws in the party scene • Comes in 14 flavors (variety) • Sponsor 34 sports • Managed under Pepsi Co. which gives them a well established team to work with to expand and obtain successful products • Came in third place for leading Energy Drink in market share at 11.3% • Keeps consumer motivated and energized • Accumulated 2.5-5 million dollars in revenue since its beginning in 2005 • Internationally sold • Sugar free • Carbohydrate free • Option of shot or bottle • Promote themselves with Rockstar apparel and accessories • Strong word to mouth marketing • Bold and attractive product image (structure)
Weaknesses • Popular mixed drink because it reduces fatigue and enhances the “feel good” buzz • A study compared the effects of alcohol alone to an alcohol plus energy drink combination. Researchers found that the alcohol plus energy drink significantly reduced subjective alcohol-related symptoms such as headache, weakness, dry mouth, and impairment of motor coordination, even though breath alcohol concentration and objective tests of motor coordination and reaction time didn't reflect this. • The amount of caffeine a energy drink has, promotes dehydration • Compete against redbull, monster, and SoBe as their biggest competition • Increased caffeine levels can result in stomach problems, panic attacks, anxiety, and cardiac arrhythmias • Limit their promotion to sports that revolve around extreme • Energy drink are supposed to enhance the ‘good feeling’ but don’t promote within sports such as soccer, hockey, football, or basketball which are all large corporations • 160 mg of caffeine per can •
Target Market
• Young males & females • Between the ages of