International Journal of Marketing and Business Communication

Srilakshmi Nair ¹, Kavita P. Kshatriya ²

Affiliations
1 Student, GLS University, Faculty of Management, Ahmedabad, Gujarat, IN
2 Professor and HOD - IMBA Programme, GLS University, Ahmedabad, Gujarat, IN

Abstract

RZ International Pvt. Limited is a new entrant in the energy drinks market. Gold Fogg is an FDA-certified energy drink brand. A study was conducted to understand the market for energy drinks in Ahmedabad, the taste and preferences of customers, the level of competition and the market for Gold Fogg energy drink in Ahmedabad. Two separate questionnaires were prepared for retailers and customers, respectively, at various restaurants and cafes. Blind tests were conducted as an experiment. This document explains in detail how the new product ‘Gold Fogg energy drink’ should be marketed to gain market share and increase its sales volume. It contains information on the present market situation, marketing objectives of the product and also the marketing actions to be taken to achieve the objectives. The paper draws on an exploratory research conducted over 170 respondents, including various segment of the population from customers to retailers at different cafes and restaurants with the help of direct interviews and a comprehensive questionnaire. Microsoft Excel, SPSS Software and other appropriate statistical tools have been used for data analysis.

Keywords

Energy Drink Market, New Entrant, Blind Tests, Gain Market Share, Pre-Launch Activities.

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