Taran Khanpara & Brandon Pinto

Agenda

1. Understanding the Category : Energy Drinks

2. Research from various channels & sources
▪ 1. Social Conversation
▪ 2. Competition Research
▪ 3. Search Research
▪ 4. Trends Research
3. Insights / Learnings
4. Understanding the Brand : Monster
5. Understanding the Consumers
6. Case Studies
7. Way Forward
8. The Ideas
 Understanding the Category: Energy Drink

• If you're looking for a pick-me-up, a coffee may

give you the jolt you need. But if you don’t like
the coffee bitterness you may end up reaching for
an energy drink.

• They increase your energy and alertness as well as

provide you with a physical boost. That's because
they contain significant amounts of caffeine.

• Energy drinks are the most popular supplements

for teens and young adults in the United States
along with multivitamins. The majority of these
drinks are consumed by men between 18 and 34.
 Understanding the Brand: Red Bull

• Red Bull was founded in 1987 by Dietrich Mateschitz

and Chaleo Yoovidhya.

• It is the highest-selling energy drink in the world, with

over 7.5 billion cans sold annually.

• Red Bull is known for its distinctive slim can design and
sponsorship of extreme sports events like Red Bull Air
Race and Red Bull Rampage.

• The brand's slogan, "Red Bull Gives You Wings,"

emphasizes its association with energy and
performance enhancement.
 THE RESEARCH

Social Conversation Search Research

Competition Research Trends Research
Social Conversation Research

• Social Conversation: Analysis of

social media mentions reveals that
Red Bull is frequently associated with
sports, adventure, and lifestyle
activities.

• Positive sentiment towards the

brand is high, with consumers often
sharing stories of how Red Bull fuels
their passions.
Social Conversation Research
Content buckets tailored for Red Bull:
• Extreme Sports & Adventure
• Lifestyle & Culture
• Athlete Stories & Profile
• Product Innovation & Science
• Community Engagement & Events
• Behind-the-Scenes & Insider Access

Notable Campaigns by Red Bull:

• Stratos Jump
• Red Bull Flugtag
• Red Bull Rampage
• Red Bull Signature Series
• Red Bull Racing Formula One Team
• Red Bull Music Academy
 Competition Research – Monster Energy
Monster Energy, launched in 2002, is Red Bull's closest competitor. It has a wide range of product offerings, including
energy drinks, juices, and teas.

Content buckets tailored for Monster Energy Drink

• Extreme Sports and Athletes
• Music and Events
• Gaming and Esports
• Lifestyle and Adventure
• Product Promotion and Innovation
• Brand Ambassadors and Influencers

Notable Campaigns by Monster Enery Drink

• "Unleash the Beast"
• Monster Energy NASCAR Cup Series Sponsorship
• Monster Energy Supercross
• "Monster Energy Girls"
• "Monster Army"
Competition Research – Sting Energy
Sting Energy (or Sting) is a carbonated energy drink produced by Rockstar Inc. (acquired by PepsiCo in 2020). Sting was
introduced to the Indian market in 2017 by the FMCG firm PepsiCo India

Content buckets tailored for Sting Energy Drink

• Product Benefits and Features
• Athlete Endorsements and Testimonials
• Behind-the-Scenes Content
• User-Generated Content
• Health and Wellness Tips
• Event Sponsorships and Partnerships

Notable Campaigns by Sting Enery Drink

• "Sting Challenge"
• "Unleash the Power"
• "Fuel Your Passion"
• "Sting Summer Blast"
• "Sting Xtreme Sports"
• "Sting Energy Nights"
Competition Research – Summary

REDBULL MONSTER STING

 Search Research

• Key Word search shows that words like price, effects,

benefits, alcohol are most common queries.

• Another discovery through trends search & keywords

is that people are interested in Red Bull app, its
famous players & sporting events.

• Google Trends show that Red Bull has

generally been on rise, without a noticeable
dip in searches.

• Also always ranking higher than Monster &

Sting.
 Trends Research

• There is a clear trend from 2011-2023 in the

sale of Red Bull globally.
• Market share & volume of red Bull in India has
decreased from 2018-2023, by competitors like
Sting
• Red Bull charges premium rates in India.
 Key Insights
• Red Bull remains a dominant force in the
energy drink category, but competition from
brands like Monster Energy requires ongoing
innovation and strategic marketing efforts.
• By staying true to its brand identity and
continuously adapting to consumer trends, Red
Bull can maintain its position as a market leader
in the energy drink industry.
• Red Bull should continue to leverage its
association with extreme sports and adventure
to maintain its brand authenticity and
relevance.
• Exploring new product formulations and
packaging innovations can help Red Bull stay
ahead of the competition and appeal to
evolving consumer preferences.
It’s never crowded
Thank You