- Monthly release of video clip on YouTube
- Billboards
- Some small promotion campaigns with usage of leaflets
- Sponsorship of geek events
- Special launching campaign for new energy drink
- iPhone and Android game
- Social media VK.com
Promotion
campaign
Distribution channel:
- S Group through Prisma
- Russian distributors
- Then vending machines, night clubs etc
Pricing:
Product Info
- Price strategy like competitors
- 400 ml
- 6 euro per liter
- 2.4 euro for can
- Package and appearance
- Volume
- Brand, logo and name
where to produce
- Standardization or adaptation
- Test before launch
Future perspective
Description of our Target
- Legislations
- tendency of consumption
- Ban of energy drinks
- What product did we have before
- What was the proposals
- How we would achieve them
- Cans 250 ml (81rub/can)
- Bottle 500ml
- Price per liter : 324 rub
PESTLE
Competitors
- Cans
- 250 ml (56 rub/can)
- 500 ml (72 rub/can)
- price per liter : 224 rub
Political and Legal:
- Government Regulation of Competition
- WTO
- Corruption
- Centralized government decision-making
- Ban on the production and sale of energy drinks
- Red Bull, Burn and Adrenaline Rush are 78% of energy drink Russian market
- Alcohol energy drinks: the shares of «Happyland» (the Red Devil brand) and Berklee Capital S.A. (the Jaguar brand) account for about 12%
- Other 10% divided between 20 companies
Economical:
- GDP per capita increasing
- FDI decreased
- Target group – middle class people, computer geeks, night club`s lovers
- Price oriented on middle class
- Penetration from North-West to Moscow
- Sales will grow till reach 162.5 million litres in 2015
Social:
- Prestigious to drink
- The level of urbanization is high
- Finnish products have high-quality reputation
- Named with Latin letters
- Distribution to clubs, sport centers, shops
- Average consumption per person -128 ml per week in 2010
- Political and Legal
- Economical
- Social
- Technological
- Environmental
Technological:
- Production outside Russia- cost reduction strategy, high value brand image
- Transportation- trucks or trails
- Poor road and railroad connection
- Production in cans
Environmental:
- Production in cans- easy to recycle
- Russian do not much care about environment
- 250ml (75 rub/can)
- 355ml
- 473ml
- Price per liter : 300 rub
- Cans 500 ml (55 rub/can)
- Price per liter : 110 rub
Energy Drink in Russian Market