MARKETING

MANAGEMENT
INNOVATIVE
PROJECT
SUBMITTED BY:
VEDANT SINGH (2K20/BBA/173)
CHINMAY SAINI (2K20/BBA/35)
 MICRO ENVIRONMENT
  The micro-Environment includes factors like competitors, customers, distribution channels, suppliers, and the general public
which helps organization to perform operation management and decision making process.

 Competitors: Red Bull energy drink and Monster energy drink are the major competitors in the energy drink Industry in India.

 Customers: Customers are key to sale. Energy Drink consumers in India are present on large scale. Different generations used
to consume energy drink. In India youth are more attracted towards energy drink. This age group is 16-30 who are attending
colleges and into sports. Even some professionals are also preferring energy drink for vitalizing their mind and body.

 Distribution channels: As per Intensive distribution strategy, it aims to provide saturation coverage of the market by using all
available outlets.(tutor2u.com)The outlets such as super markets, Gymnasiums, Coffee houses, In bars, college canteens, Ice-
cream Parlors and convenient
 MACRO ENVIRONMENT
 Macro-Environment has been broken in homogeneous subcategories to make analysis more meaningful. Macro-Environment is
also known as PEST/PESTEL etc.

 Political: The government in India changes in every five years. Policies changes from parties to parties. Non- alcoholic drinks
come under food category of FDI. The rules of FDI are very flexible for internationalization

 Economical: The economic growth of India is in inclined position. The GDP is in growing positively. GDP growth rate is 7.8%.

 Social: Energy Drink is mostly used as mixer so sometimes in India it has considered as alcoholic drink. And social alcoholism in
India is not allowed.

 Technological: Technological changes create opportunities for new products. Due to call center boom in India many employees
of BPO prefer Energy Drink Industry who works in night shifts.
 COMPETITORS AND SUBSTITUTES
 Some of the Energy Drink Competitors in India are : Red Bull , Monster , Sting , Rockstar and Burn.

 Some Substitute of energy drinks industry products are fruit juices, water bottle, soft drinks, coffee and tea.

 Substitutes are strong for energy drinks industry because; Water bottle, soft drinks, fruit juices, coffee are increasingly popular
with trend to be a more health conscious consumers.
 Coffee and tea are competitive substitute because they also provide caffeine that provided by energy drinks also. The consumer
who consumes lot of energy drinks may substitute coffee because if they want to keep caffeine and lose the sugar and according
to the taste.
 Market Share: In 2015, the value of health and energy drinks retail market in India was around 15 billion Indian rupees. It was
expected that this niche segment would burgeon to over 50 billion rupees by 2020, indicating the wave of change sweeping the
country’s food market. The average Indian consumer has been increasingly turning to healthier food options over the past years.
In fact, according to a 2018 survey on health – conscious behavior among Indians, over 60 percent of the respondents said they
were careful to eat healthily.
 RECENT TRENDS
Market Overview
 India Energy Drink market is projected to grow at a CAGR of 9.22% during the forecast period, 2020-2025. Energy drinks are
caffeinated beverage products, which exceed 145 mg of caffeine per liter. The products are marketed as non-alcoholic beverages,
which are consumed to boost energy. The increased demand for energy boosters from the young population in parties and clubs
is accelerating the demand for energy drinks in India.
 Consumers have become more health conscious which in turn has increased the demand for functional beverages instead of
non-carbonated beverages, which provide high calories.
 REFERENCES

 https://www.investopedia.com/articles/investing/022315/energy-drinks-industry.asp
 https://en.wikipedia.org/wiki/Red_Bull
 https://www.caffeineinformer.com/the-15-top-energy-drink-brands