Advertising

RAIDEN Nestle
Submitted to: Ms. Shandana Sheikh

March 25

2013

Submitted by: Adil Ahmad Kamal Aziza Emaan Burki Fahad Akhtar Chaudery Khwaja Fahad Liaqat Mahnam Zahid Mubeen Ahmad

Date submitted: March 26th 2011

Table of Contents Introduction ..................................................................................................................................... 3 Market Synopsis.............................................................................................................................. 3 Market Size and Net Worth of Industry...................................................................................... 3 Pakistan ................................................................................................................................... 3 Worldwide............................................................................................................................... 4 Main competitors .................................................................................................................... 5 Advertising strategy ...................................................................................................................... 10 Suggested Target Market .......................................................................................................... 10 Intended Positioning ................................................................................................................. 10 Positioning Statement ........................................................................................................... 10 Brand name, Logo, Slogan........................................................................................................ 10 Message..................................................................................................................................... 11 Product ...................................................................................................................................... 11 Packaging, Design and Shape ................................................................................................... 12 Creative Idea ................................................................................................................................. 13 Video Ad: .................................................................................................................................. 13 Newspaper Ad:.......................................................................................................................... 13 Media Mix ..................................................................................................................................... 14 Television .................................................................................................................................. 14 Radio ......................................................................................................................................... 16 Print Media................................................................................................................................ 17 Out-of-Home Advertising ......................................................................................................... 19 Appendix ....................................................................................................................................... 21 References ..................................................................................................................................... 22

Introduction

Yahan per nestle ka likh laina that nestle is launching a new product that is energy drink bla blaa
The report is a proposal to a client launching Poweraid, an energy drink. Primary and secondary research will be used to collect information on the basis of which the appropriate advertising strategy, creative idea, execution and media mix will be selected and suggested to the client. Market Synopsis

Market synopsis gives an overview of the market for an industry. It outlines main aspects of a market such as market size, net worth industry and main competitors. Energy drinks refer to beverages that contain, besides calories, caffeine in combination with other presumed energyenhancing ingredients such as taurine, herbal extracts, and B vitamins. They first appeared in Europe and Asia in the 1960s in response to consumer demand for a dietary supplement that would result in increased energy. Since the 1960s, the energy drink market has grown into a multibillion dollar business which has been reported as being the fastest growing segment in the beverage industry Market Size and Net Worth of Industry Two perspectives will be kept in mind regarding the market, the global perspective and the market of Pakistan. The energy drink market is on a rising trend and can continue to rise as there are several industries that are similar where consumer base can be captured. These include the soft drink industry, functional beverage industry and the whole beverage industry which includes coffee, milk, bottled water, fruit juices etc. Pakistan In Pakistan, the energy drink market is relatively new compared to the world. There are fewer competitors and one company; Redbull dominating the market with over 95% market share. The

urban population consists of 35% while 65% are in the rural area. The market is yet to grow with education and awareness of market and introduction of new energy drink producers. Due to lack of information on internet, estimated figures had to be used to assess the market size of the industry. In Pakistan, it was estimated that the energy drinks market has an annual sales of Rs26.4 Rs34 million with around 220,000-300,000 cans sold every year. (Refer to Appendix A1). The beverage industry in Pakistan was found to have 120 million cases of sales every year, with Pepsi, a top food and beverage producer having 75 million of the market. When compared together, the 220000-300000 cans of energy drinks and 120 million cases of beverage units have a very huge gap. The energy drinks consist of hence less than 1% of the beverage industry. This means that energy drinks have a very huge gap to fill and since the industries are very similar, they have a very huge opportunity to capture the huge market. Worldwide Based on calculations (Refer to Appendix A2) and research, worldwide energy sales in 2012 were $5.12-$5.16billion. The energy drinks market itself has been growing worldwide, from $3.70 billion in 2006 to 5.12billion in 2012. The closest industry to energy drinks is the functional beverage market which is worth around 40 billion of sales with an average growth rate of 3% and is expected to rise to $52 billion in 2016. When compared together, energy drink market is around 12-13% of the functional beverage market. The functional beverage market includes energy drinks, sports drinks, health drinks and weight management drinks. The beverage industry around the world is very vast and consists of many drink industries that alone have a very large market base of billions of dollars. For example soft drink industry itself has 550billion liters annual consumption. The global energy drink industry was found to be only 2% of the global non-alcoholic beverage industry. This shows the huge gap that the energy drink industry can capture with proper marketing strategies positioning and consumer perception alteration.

Main competitors There are many energy drink companies in the market and they are all trying to compete each other in any way possible. They are trying to give a better taste because taste is the most prominent change in these energy drinks. Taste is not acceptable in mass market, however many are trying now to increase their market share by giving a different taste. Second thing is their price; they are trying to reduce the price to gather a larger share. There are about 500 energy drinks launched all over the world since 2006. However the main competitors of energy drink industry are 6 in number.

Energy drinks sales in 2012 were:

Top 5 Drinks Red Bull

Company

Sales Based on Dollar 2012

Red Bull Inc. Monster Beverage Co. Rockstar Inc. PepsiCo. Coca-Cola Co.

$ 2.2 billion

Monster Energy

$ 1.5 billion

Rockstar Amp Full Throttle

$ .4 billion $ .14 billion $ .11 billion

Global Market Leaders:

1. RED BULL: The firm avoided usual methods of marketing, relying more on what is called 'buzz marketing' or word-of-mouth. A brand image was created and cultivated which associated the drink with youth culture and extreme and adventure-related sports, such as motor-sports, mountain biking, snowboarding and dance music parties. In other countries Red Bull's target consumer segment began to adopt nicknames for the product such as 'liquid cocaine' or 'speed in a can', thus spreading its 'left-field' appeal.

Slogan: The slogan is "Red Bull gives you wings Advertising Strategy: Red Bull is marketed through advertising, tournament sponsorship, sports team ownerships, celebrity endorsements, and with its record label, Red Bull Records, music. Target Market: Red bull is targeted for anyone who is stressed out or depressed and needs a spark of energy. Its also targeted to athletes because it will give you the energy to play your sport.

2. MONSTER ENERGY: Since the official product launch in 2002, Monster Energy Drink has risen from the darkness of weak unknown product to become the top profitearning product in its category. In all of the years the brand easily climbed to the top of 6

the rankings of energy drinks and nestled itself next to the other top performers Rock Star and Red Bull. In the year 2005 alone, stockholders witnessed 333% gain from a share worth $18.20 to an amazing $78.81 at the end of the year. This multi-million dollar beverage company has a firm grip on the energy drink revolution. Slogan: The slogan of Monster is Unleash the beast Advertising Strategy: Monster Energy pays many sportsmen and sportswomen to endorse its products. Monster sponsors a motocross race team named "Monster Energy/Pro Circuit/Kawasaki". Monster Energy is a sponsor of the X Games, and features in the videogames Colin McRae: Dirt 2, Dirt 3, Skate 2 as well as Skate 3.In September 2009, Monster Energy teamed up with Activision to bring special redeemable codes on the Monster Energy website where people can submit codes included in Monster Energy packs to redeem things such as Xbox 360.

Target Market: The target customers of Monster drink are the teenagers and college students that easily fall for glitter and showy advertisements. The logo and the packaging of Monster itself is its biggest USP.

3. ROCK STAR: Rockstar launched into the fastest-growing segment of the USA beverage market, energy drinks. As well as featuring different ingredients, which it claimed were "scientifically formulated to speed the recovery time of those who lead active and exhausting lifestylesfrom athletes to rock stars, Rockstar sought to differentiate itself from the market leader Red Bull by using a 16 oz can size (against Red Bull's 8 oz can) and marketing itself as "twice the size of Red Bull for the same price. By 2007, Rockstar 7

was one of the top three energy drink brands in North America, (having enjoyed 155% growth in sales in 2004, reaching $48 million) and had sold over a billion cans. It had 14% of the US energy drink market in 2008, and as of 2009 was available in over 20 countries, in addition to the United States. Rockstar switched distributors from Coca-Cola to PepsiCo in summer of 2009. Slogan: The slogan is "Party like a Rock star Advertising Strategy: Like its competitor Red Bull, Rockstar sponsors a range of events, including the Mayhem Festival, a metal and rock festival touring the United States in July and August.

Target Market: Young teenagers who would like to be Rockstars, actors, actresses, and coolest models.

4. FULL THROTTLE is an energy drink brand produced by The Coca-Cola Company. It debuted in late 2004 in North America. On April 24, 2008, it was announced that CocaCola would change sponsorship of the National Hot Rod Association professional classes from PowerAde to Full Throttle. In November, 2009, Full Throttle introduced a new "full-flavored formula, including a No Choke Mixture, which promises full flavor you dont have to force down, and reliable energy ingredients that help you get the job done. No mystery ingredients. No bull. The mixture is a refined formula delivering 100% of daily value Niacin (Vitamin B3), 100 mg D-Ribose, and 100 mg Caffeine per 8

fluid ounce serving. Full Throttle comes in 16-ounce cans and is available in Citrus, Blue Agave, Red Berry, Mocha and Caramel. Slogan: The slogan of Full Throttle is Live life how you want. Target Market: It is aimed primarily at 20 to 30 year-old men. The brand's image and website is "full ignition truck 'n roll", with rubber-burning, tough guy, manly men and "bad ass downloads. Market Leaders in Pakistan In Pakistan the two main competing energy drinks are Red bull and Sting. After Sting launched 250 ml bottle, its market share started increasing at rate of 2% but critics believe that Sting does not contain the same energy affect as Red bull or other energy drinks.

1. STING ENERGY DRINK is a carbonated energy drink from PepsiCo International. It was launched in Pakistan in 2012 with a widespread advertising campaign. Sting is available in three flavours; Gold Rush, Power Lime and Berry Blast. Slogan: Ultimate taste, Ultimate energy Advertisement Strategy: Sting adopted various advertisement strategies for the success of its product. Now a days Sting is sponsoring different musical events at different levels such as college and universities. Target Market: target market is between ages of 16-35. Moreover the main reason to launch 250ml energy drink bottle is to cater the needs of lower middle class.

Advertising strategy Suggested Target Market The Target Market would preferably be of consumers aged between 16 and 35. The income classes going above Lower middle income is suggested. The cities targeted will be Islamabad, Lahore and Karachi with major focus on Karachi. Within this segmentation, focus will be on college and university students and young business class adults. Students will include late night party goers, athletes, leisure and travel enthusiasts and business class adults will include those who are new in the job market and face a lot of stress due to the huge amount of workload which also includes sales staff and other jobs that require a lot of travelling. In most of the major companies, their strategy is all targeted towards similar market as the suggested target market i.e. Adventure loving, risk taking, on the go youth aged between 16-35. It was also supported in the surveys handed out where the sample aged between 18 and 35, 62% liked Energy Drinks. Based on secondary research it was found that 65% of energy drink market was aged between 13-35 years old. In Pakistan, below 16 years population has not been targeted because there is a lot of parent influence on buying decisions before this age. Intended Positioning The product will be positioned to be a drink providing instant boost of energy of extra ordinary amounts for the youth. The person having the drink will not only gain energy and activeness but achieve a level beyond what their potential just as supported by the tagline Level beyond extreme. It will change the person to a whole new level because of the right mix of ingredients. Positioning Statement For the youth, Raiden is the energy drink that delivers energy levels beyond your maximum reach because only Raiden is the one with the right formulation of ingredients. Brand name, Logo, Slogan

Yahan name n jo b sara scene didnt erase it coz things r usefull in this text just edit them and add a bit if in sumthing is in ur mind.
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Brand name for the drink has been suggested to be changed to Raiden. Raiden being a word derived from Zap and Dose. Zap literally meaning a sudden impact with a dramatic effect. The drink is meant to give the sudden impact with a great energetic effect. Dose, shore for dosage, is simply an administration of an amount of a drug. The words put together tend to show that the drink is an administration of a sudden impact with great energy boost. In the survey carried out, a majority of 37% chose the name Raiden over other suggested names for example Dizmor and Thunderbolt which both gained 25% votes. The Logo is a simple Black and Red design consisting of the Brand name, Raiden in all Caps. Behind it is a red lightning bolt, to show the zapping impact of the drink. It is just like a thunder bolt where the impact is sudden and the bolt transfers huge amounts of electrical energy. Red and Black have been chosen because of their symbolic representation. Black has been associated worldwide as a color showing power whereas Red is a color showing strength in animals and it also symbolizes energy, speed, danger and passion. The slogan is Level beyond extreme!. It shows that the drink provides energy boosting effects that do not only help you perform at its peak levels but it makes you breakthrough that peak level and perform beyond. Message The message just like its tagline and brand name is meant to convey is that the drink provides the consumer with boosted levels of energy that will help them perform so much better than they can and that this boost of energy will help them achieve their goals. The product is also meant to change the person as a whole thanks to the increased energy level. A secondary message is that the company is the one with the right drink formula that will help them achieve that level. The flavour that is Red nitro is also a message to be conveyed as it is new in the market and will be a unique selling point for the company. Product

Again here flavor!!

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The product is a Red nitro flavoured energy drink which will be colored golden brown. A new introduction to the energy drink category where energy drinks are classified into generic flavoured or original company flavours for example Red Bull and Sting are the only company to have their own distinct flavour in Pakistan, while other companies like Booster, and Gold Rush Sting, follow the generic flavour. The Product consists of typical energy drink ingredients and their main components i.e. Taurine, Ginseng, B vitamins and Caffeine (80mg), an addition would be Red nitro artificial flavour. The idea of putting Red nitro flavour is that flavours are limited in energy drinks and people will love to try out new flavours. In a questionnaire handed out, the highest majority wanted to try out Red nitro flavoured energy drink at 39% followed by bubble gum at 22%. Packaging, Design and Shape The packaging was initially decided at a battery shaped plastic bottle to provide a difference factor and to keep costs lower. However the idea was discarded and the traditional energy drink bullet shape cans were selected for packaging. This was due to the fact that the cans are known to provide better storage quality and that the consumers in Pakistan prefer energy drinks to be served in cans. They expect that a high price paid for a drink must be provided with higher quality packaging and plastic bottles are just economy class items for the lower class. Hence the packaging is aluminum material used to form a standard energy drink bullet shaped can that will house 250ml of the drink. The can will consist of three parts, the product

information, brand message and the main part of the can that will consist of the brand logo and tagline. The main part will be the front of the can with a red and white electric background while the supplementary parts will consist of black background. The dominance of Red and Black is the association of strength, energy and speed in the color red while power in the color black. The same concept is used in the logo. Other supplementary information will be in white text to contrast the black background.

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Creative Idea Video Ad: We are still working on it.

Newspaper Ad: The newspaper advertisement takes up quarter of a page and will be a tall rectangle with its height greater than width. Newspapers in Pakistan are still following Broadsheet format of 22 inches, while newspapers like Pakistan Today are coming out in newer formats that are smaller in size. This is why there will be variations in the size of the ad depending on newspaper chosen. The tall nature of the ad space will help support the slender shape of the can in contrast to a wide ad space that will make the can look slightly wider in shape. The newspaper will have four main messages. The first one is the Brand Name which will be illustrated with the brand logo RAIDEN It will constitute 25% of the ad space. The second message is the tagline Level Beyond Extreme in which the strength of the message is highlighted with the letters of Extreme in Bold Red. At the same time, the message is supported by an illustration of a persons performance with respect to time. The persons maximum performance is shown but a bright blue arrow goes beyond this peak which shows what the drink can do and hence helps illustrate the tagline. The third message is that the drink is available in stores near to the consumers. The fourth message is that the drink is in Red nitro flavour which is shown with the words Power of Red nitro. This is also an important message because it displays one of the Unique Selling Points of Raiden which is Red nitro flavour that is not available anywhere in the market of Pakistan. Other information includes the price of 80Rs which will try to capture the attention of consumers and tell them that it is a lower priced drink in comparison to mainstream competition. so it can capture the attention of maximum audience as it is economical.

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Finally, the background is bright red with electrical release of energy that supports the energetic effects of the drink. The color scheme of the advertisement is red, black and white which supports the theme of Raiden drink can and logo. The main message of this ad is the tagline and this is why it constitutes of about 45% of the space. Though Red nitro flavour is a USP, it was decided not to include it as a main message because energy drinks are sold for the effects most of the time and the tagline illustrates a very strong effect of the drink.

Media Mix Any company that produces anything, it may be good or services, it needs to make it available it to the consumers and also to make them know that this particular product or service is for them. But the question is how to make them realize that this product exists and is available for them. This is done through media, so if the companies want to convey the message about their product to the target customers then media is the most effective tool to reach them directly or indirectly. Geographical area is selected where the product should be launched and then it is advertised accordingly. For every product, complete media mix is designed that tells that where the product or service should be promoted that can attract more and more customers. In this case, the product is the Raiden energy drink. Target audience for energy drink is usually the young generation from 16 to 35 years of age including both boys and girls. It not only includes students but it also includes many of the young businessman and job working class. The most effective medium for advertising the energy drink is electronic media which is followed by campaigns and sponsorships and lastly print media. Television The most important component in the media mix is the electronic media which includes radio and TV and it is the part of ATL (above the line) media. TV advertising is considered as the most expensive advertising as you have to spend millions and billions of rupees for a single 30 second commercial. For advertising the Raiden energy drink, youth channels and youth programs and 14

shows are the most suitable options. As the product is to be launched in Lahore, most popular youth channels that are aired in Lahore includes Aag TV, Style 360, Ary Muzik, Geo Sports and Play. Entertainment channels also air some shows that are really appreciated by the youth. Some famous shows on Aag TV are BNN (Banana News network) and Style Central. These both shows are quite famous and both are aired on the prime time (7:00 pm to 11:59 pm). Style Central is hosted by Vj Sanam includes current lifestyle and entertainment news from local and international fronts. It also attempts to promote local celebrities, brands, & style icons. Whereas BNN includes mock celebrity interviews, parodies, spoof-laden analysis and hilarious overviews of the current news. Both the shows targets the youth so it would be good to advertise the energy drink in between these shows. Spot advertisement will be used i.e. commercials appear during the break of the programs. Style Central is aired on Sunday at 7 pm and BNN is aired on Friday at 10 pm. Most of the youth is tuned into their TVs at this time so it would be good to advertise in these shows. There are three to four commercial times in between each show, so playing the ad one time before the show starts, one time at the end and in each commercial interval would be a good option to target the energy drink. Advertisement tariff for Aag TV is as follows which shows the per minute advertisement rate corresponding to the time frame of the day.

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ARY Digital is one of the famous entertainment channels and its comedy drama serial Bulbulay is one of the most popular drama among youth. It is aired on Sunday at 7 pm, so it would be really great to advertise the drink during the play and even before and after the play. Even the two characters of drama serial are young enough that they are also from the target market of the drink, so if they use the energy drink during the play and advertise there so it can prove to be a very effective advertising. This sort of advertising in which advertisers advertise for 10, 15, 20, 30, or 60 seconds of commercial time during a program is known as Participations. Style 360 is also a famous which addresses the young audience with focus on latest trends, fashions and all the latest happenings in the glamorous world. One of the most popular shows of Style 360 is 11 number hosted by Fahad Sheikh which is the specific youth program that talks about the latest styles in young men and women. This show is one of the most famous shows among youth and the masses gain a lot of information about the latest styles. This is the perfect time for advertising the energy drink as most of the young audience is in front of the TV and effective advertisement in this time frame can be really good for increasing the turn out towards the drink. Both sort of advertisement i.e. spot announcement and participations will be the effective medium in advertising during the show. This show is aired on Monday and Wednesday at 8 pm which is again a prime time show. Some special random events like any award shows, cricket matches, musical shows are also of key importance for targeting the energy drink as the target audience is attracted towards such events and have keen interest in music and sports. Like, during cricket matches can be a good option for advertising. But it is to be kept in mind that people are now more interested in ODI and T20 series so these frames should be covered and advertised. Frequency should be that there should be a consistent brand reminder during the match on top of the screen with the ad after every drink break or interval between the innings and before and after the match will be a good medium for advertising. Radio As far as the radio is concerned, some of the popular channels that are specific for adults in Lahore are humara fm 94.6, apna lahore 107.4, hum fm 106.2, city fm 89.0, campus radio 104.6, Radio1 FM91 and FM100 Lahore. Young listeners usually tune into any channel that is playing 16

the music as many listeners only listen to the music and nothing else. Most suitable time for advertising the energy drink on radio is the drive time when the students are going to their educational institutes or coming back home. They are usually tuned into the radio for the sake of music so the advertisement is to be made during the shows. As in Pakistan there are not so much channels, so spot advertisement is used when an advertiser places an ad with an individual station rather than a network. The most important thing to be kept in mind is that radio advertisement is only the brand recall of what have been advertised on TV. Radio ad helps to recall the whole story of what it has been shown on TV and only radio ad is a very complex and ineffective source. Ad during the music time should be followed consistently with picking up the specific show and then advertise during the commercial time of that show. Like there is a show drive time show time that is aired on Monday, Tuesday, Wednesday, Saturday and Sunday means 5 days a week at 5 pm and it has duration of 3 hours. So this can be a better spot for advertising the Raiden energy drink. Similarly, FM 100 Lahore that is called as The Heartbeat of Pakistan is also a music channel and its one of the show Saturday Party Live is also very popular and is aired on Saturday at 8 pm. So this is the best spot for advertising on radio as this show has quite good ratings and many listeners are tuned into the show. This is a one hour show and there almost three commercial breaks so ads for Raiden in this time spot can be effective. Print Media Print media includes newspapers, magazines, broachers etc. Print media will not be focused much for advertising Raiden, but still there will be some magazines and newspapers that will be used as a source of medium or communication with the target audience. Though there are only few of the magazines that are published and there is hardly any magazine for youth and adults that is specific for them. One of the magazines that are for youth fortunately is Spider which is an IT magazine and it focuses on software review, hardware, games and all other IT related info. IT has been the key interest for youth from last couple of years and gaining a spot for the advertisement of Raiden can be a good experience here as it will directly target the youth market and can have a positive impact. It is published on monthly basis with a readership of about more than 10,000 and serves as a knowledge hub for young technology 17

enthusiasts, thus attracting advertisements from different youth companies or youth related products and even from IT companies. With such a large youth readership, this can be an effective source. Similarly, an Urdu magazine Humsay is the first media magazine of Pakistan and it includes news, gossip, features, the latest trends, and interviews with leading personalities in various fields, including the corporate world and the entertainment industry. So it is also directly dealing with the youth as they are more into these sorts of trends and fashions and of course they are very much peculiar about the famous personalities. It also includes the corporate world and the celebrities from there. It is also a monthly based magazine and has a large readership. So, this magazine can also convey the message of energy drink Raiden to all the youth and can motivate them to use the product. As far as the newspapers are concerned, there are number of newspapers that are published in Lahore and it mostly includes current affair newspapers. There are columns for youth in many newspapers like Dawn, The Nation, Pakistan Tribune, Pakistan Today, Jang, Nawai-e-Waqt etc. whereas some business oriented newspapers are also published and top of them is Business Recorder. Business Recorder is the biggest financial daily English newspaper in Pakistan and the first such publication to be published in the Muslim world. It is the favorite newspaper for a large number of youth and business persons. Many of the universities and colleges have subscribed to this newspaper for their students whereas many business offices are getting a daily copy of this newspaper. This newspaper reaches directly to the target masses and an effective mode of communication. If the youth energy drink is promoted on a Sunday round up of the newspaper then it will be an effective way of reaching to masses. IT & Telecommunication page or the sports page will be the most preferred pages for the promotion of Raiden. There are no other magazines and newspapers that can be used effectively to target the youth as already told, neither the print media is preferred by most of the young public for such advertisements not there are any large mix of print media for such sort of audiences.

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Out-of-Home Advertising Out-of-Home advertising includes billboards, posters, campaigns, sponsorships etc. and is called the Below-the-Line (BTL) advertisement. This sort of media can be considered for the promotion of Raiden as it also reaches a large amount of masses. Firstly starting with the sponsorships, there are number of fashion and youth shows like concerts, which attracts a large amount of young audiences. Concerts culture is at its peak and there are number of concerts that are held regularly and many of the singers perform and gain appraisals from the audience. Similarly, the fashion industry of Pakistan is on its peak and there are number of fashion shows and gatherings held on daily basis in which mostly elite class participate. Such class is also under the target market of Raiden, so if the energy drink gets the sponsorships for such shows and concerts and a separate stall is reserved for the sale of energy drink, so it will be one of the most effective medium as people there will be willing to take the energy drink and it will also cause for the word-of-mouth advertising which is the most effective source of advertising above all. Starting campaigns in the leading educational institutes in Lahore like LGS, Becaonhouse, LSE and LUMS can attract many of the students and majority of students will at least once try the drink and can cause for the word-of-mouth as well. Appoint some students as ambassadors to these institutions and provide them with all the health information about the drink and they will be able to make a large amount of sales as well as the direct promotion. Beautiful young girls appointed on the stall for sale can cause a lot of boys to try this drink and even they will bring many other friends along with them as well. If it is made available in the cafeterias of institutes then it still can be very much effective. As far as the billboards are concerned, there are many spots in the city for billboards which are directly viewed by many of the students and business persons. Like the one of Defense Chowk is the right spot for placing the ad of Raiden as it is directly viewed by everyone who is coming out of Defense and is on one side for those who are coming into Defense so it can be viewed by either side and is placed on such a height that it can be viewed easily and there is no distraction like tree or wires in between which can hinder the view of billboards.

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Posters on the departmental stores and bakeries can be a direct advertisement to the customers and they can directly purchase the drink immediately by seeing the poster. it should be made available in some large coffee shops and cafes like Masooms, Jamin Java and Dream Lounge where most of the young people are found enjoying and rejoicing so the posters there can help creating the brand image of the drink and they will demand for Raiden.

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Appendix 1. Market share of Redbull in Pakistan= 95% Annual sales of Redbull Pakistan= 220000-300000 cans Annual sales of Redbull in rupees= Rs 25million- 34 million Total Annual Market sales (220000 cans) = =( Total Annual Market Sales (300000 cans) = ( ) )

2. Annual Sales Redbull 2012= 2.2 billion Market Share Redbull 2012= 42.6% Total Annual Market Sales= =( )

= $5.16 billion

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References 1. http://www.huffingtonpost.com/2009/04/14/pepsi-suing-cocacola-over_n_186709.html 2. http://guayaki.com/images/uploads/pages/File/ENERGY%20DRINKS%20UI.pdf 3. http://eatntravel.pk/2012/06/23/energy-drinks-in-market 4. http://researchwikis.com/Energy_Drinks_Market 5. http://www.energyfiend.com/the-15-top-energy-drink-brands 6. http://www.scribd.com/doc/16648974/Energy-drinks-in-pakistan 7. http://finance.yahoo.com/news/research-markets-sports-energy-drinks-173000373.html 8. http://www.prnewswire.com/news-releases/marketsandmarkets-global-sports-andenergy-drinks-market-is-expected-to-reach-52-billion-by-2016-132305493.html 9. http://www.scribd.com/doc/17095337/Red-Bull 10. http://blog.euromonitor.com/2011/11/energy-drinks-entering-a-new-phase-of-growth.html 11. http://www.nutraingredients.com/Consumer-Trends/Performance-foods-and-drinksindustry-worth-12.5billion 12. http://www.beveragedaily.com/Markets/Energy-drinks-market-will-grow-says-report 13. http://www.textart.ru/advertising/slogans/beverage/energy-drink-slogans.html 14. http://pakbiz.com/Beverages_SID114.html 15. http://www.ebrolcreative.com/marketing_gallery/Red_Bull_Marketing_Plan_2011.pdf 16. http://www.scribd.com/doc/46886324/Red-Bull-Case-Study-Final 17. http://www.amcy5.com/Reports/marketing/amcy6.htm 18. http://www.ceepackaging.com/2011/08/09/global-soft-drinks-consumption-increases-in2012/

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