11/5/2023 0 Comments Rockstar energy drink code![]() Print.Gamers purchasing specially marked Doritos, Mtn Dew, and Rockstar Energy Drink products from October 9 through December 29 will receive a code for a free one-month subscription to Xbox Game Pass Ultimate, offered only to new users. Consumer behavior building marketing strategy. Hawkins, Del, Mothersbaugh, David and Mookerjee, Amit. Energy drink market: History, growth, projections, trends and the uncertain future of energy drinks. New York: Juta and Company Limited, 2010. Market share for the Rockstar energy drink Works CitedĬant, Michael, Strydom, Joseph and Jooste, Charles. The graph below illustrates the market share for the Rockstar energy drink. The position of Rockstar energy drink Market share breakdown for Rockstar compared to that of its competitors The perceptual map below illustrates the position of Rockstar energy drink on the basis of two variables, which include price and quality. This arises from the fact that the price of Rockstar energy drink is relatively low compared to those of its competitors. Rockstar energy drink is competitively positioned compared to other energy drinks such as Redbull and Monster energy drinks. Let`s start Marketing Research The competitors’ products positioning Its positioning strategy has been anchored on the claim that the drink provides the energy needed by the consumers. This has been attained by targeting various categories of consumers, such as the working class, youth, and sportsmen and women. Rockstar has segmented and positioned its market on the basis of the consumers’ lifestyle and product usage. In its operation, Rockstar has appreciated the fact that market segmentation and product positioning enable firms to satisfy their customers’ needs (Cant, Strydom & Jooste 103). ![]() Market segmentation and product positioning The firm also uses credible agents and distributors in order to ensure the presence of the energy drink in the international market ( para. One of these relates to exporting the energy drink to the various markets. In its international market, the firm’s management team has adopted a different marketing strategy compared to that in its domestic market. Differences in product marketing overseas Additionally, the sales also enable the firm to undertake effective promotion of the energy drink in the global market ( para. This arises from the fact that the revenue generated from the sales enables the firm to undertake effective research and development in order to improve the energy drink. Rockstar’s global sales play an important role in the growth of the energy drink’s market share. The overall importance of global sales to the product The firm has ensured the global presence of the energy drink through the incorporation of various marketing channels, such as the use of agents. ![]() As a result, Rockstar energy drink is readily available in different parts of the world (Rockstar Energy Drink 1). In its marketing process, Rockstar Incorporation has integrated the concept of global marketing. Global marketing presence Type of global presence ![]() However, marketers can manipulate this element of the shopping process through effective product positioning. Situational factors are usually beyond the marketer’s influence. For example, a decision to purchase Rockstar energy drinks may be influenced by the need to quench one’s thirst and to boost one’s energy. Some of these factors relate to personal, situational factors (Lantos, 146). Lake (92) asserts that consumer behavior is also affected by situational factors. The energy drink is very famous amongst extreme crowds such as hip-hop enthusiasts and sportsmen and women (Delano para. Additionally, the decision to purchase the energy drink is also influenced by the consumer’s social class. For example, the consumers may seek the opinion of various reference groups, for example, coworkers, friends, and family regarding the energy drink (Hawkin, Mothersbaugh & Mookerjee 32). This is aimed at reducing the time used in evaluating the effectiveness of the product (Lamb, 107). In their purchasing patterns, consumers seek the opinion of others regarding the product they intend to purchase. One of the social-cultural factors that influence the consumers’ decision regarding the purchase of Rockstar energy drink relates to opinions of various reference groups.
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