Brand: Sting
Company: Pepsico India
Brand Analysis Count: #586
Company: Pepsico India
Brand Analysis Count: #586
Sting is the Pepsico India's competitor build inwards the Rs 200 Crore sports as well as unloosen energy drinkable marketplace inwards India. According to Livemint, Indian sports as well as unloosen energy drinkable marketplace are inwards a nascent phase with a consumption of 45.2 Million Liters inwards 2016. Redbull rules the marketplace with a part of 64%.
The size of the Indian marketplace as well as the growing involvement of the consumers towards non-carbonated as well as less sugary drinks has made this a real attractive marketplace for these products. Moreover, the authorities has come upward out with norms for unloosen energy drinkable marketplace which makes a clear regulatory framework for the players.
Sting is launched with the positioning of production performance. The tagline of the build is " Electrifying Energy, Ultimate Taste". The launch advertising is effective inwards communicating the positioning but cannot hold upward claimed every bit anything creative because it reminds of the Center Shock ads of the past. The advertising is targeting the wellness conscious young Indian consumers.
The build is priced almost 50% less than the marketplace leader Redbull. I convey non seen this build inwards my city. I guess, the national rollout has non happened yet for the brand.
Indian sports as well as unloosen energy drinkable marketplace is all the same a niche market. Although at that spot is a shift towards salubrious drinks, consumers ( inwards my opinion) is piddling confused nearly the production usage. In marketing terms, the category lacks salience. The brands inwards the category require to educate the consumers nearly the production usage as well as usage situations inwards lodge to expand the category. Although nosotros tin struggle that the production descriptor ( unloosen energy drink) is at that spot inwards the production label, that volition entirely deal inwards category identification. If the category needs to expand, it should build to a greater extent than usage situations for the product. Currently, the category is pop alongside sports enthusiasts which restrain the increment of the marketplace inwards terms of marketplace size.
The depression cost of Sting may stimulate to a greater extent than production usage for the build as well as hence offering a challenge to the marketplace leader. However, Sting needs to a greater extent than than the quirky launch crusade to challenge Redbull.
