Energy Bole to Sting ( Sting Case Study)
PepsiCo India Holdings Pvt Ltd, the local arm of American food and beverages company PepsiCo Inc launched Sting Energy Drink in Indian markets. This was a big move took by PepsiCo to re-enter the energy drinks market.
Sting Energy Drink is a carbonated energy drink from PepsiCo International and produced by Rockstar Inc which contains 0.03% caffeine, a boosting drink for caffeine lovers.
The success of a product in the market is calculated by three factors, first Consumer retention, second irreversible, and high tolerance. These three factors led to the establishment of sting energy drinks in Indian markets. It was launched in the market at a much lower rate than the well-renowned energy drink, Red Bull. This made an irreversible change that the consumer who once tasted this drink will rarely shift choose Red bull over it. Secondly, it was launched in three different flavors which increased its weightage in the market which helped PepsiCo to retain its customers in the energy drinks market. Now even if they’ll increase the caffeine amount in their drink consumer will buy it for sure i.e., high tolerance.
But Sting did wonders in marketing their product. They put some simply amazing concepts in advertisements like get yourself a drink and you are energized enough to charge a car, well that’s an impossible task but they struck the right chord. This led to towering growth in their sales.
But this was not enough for them, they hit a marketing masterstroke. Sting released an ad where after having a drink the male protagonist lifts the female to the tenth floor and at the end, she leaves a number for him. After this advertisement aired, they received thousands of calls on that number. Then Sting played their masterstroke, they set a pre-recorded message. Once you call that number she talks about saving energy and at last reminds the caller for having a drink to kickstart your routine. In this they used the clever concept of marketing i.e., best marketing doesn’t look like marketing.
So, what are you waiting for give me a call at 8401900900 and don’t forget to have a refreshing drink.
Thanks for staying from top to end🥳.
Ishaan Sharma🙋♂️
