Rockstar Energy Chews Brought to you by J.L.L Marketing Consultants

Background In 2001 Rockstar was founded by Russel Weiner. Rockstar launched into the fastest growing segment of the US beverage market at the time. Weiner said that it is "scientifically formulated to speed the recovery time of those who lead active and exhausting lifestyles from athletes to rock stars,“ These are just some of the flavors Rockstar offers.

A. Buyer Profile and Behavior Analysis of Market A. Buyer Profile and Behavior Most people who are buying Rockstar are college males 18-24 that live the party lifestyle. Rockstars are meant for adrenaline junkies, people who work all night, and or party all night.

S.W.O.T. Analysis S W O T Rockstar Starbucks Gatorade Strengths The size of the can varies and the smallest size which is 8.4oz can energize you for 3-4 hours while the biggest size 24oz can energize you for 10-12 hours. Strong brand name W Weaknesses The market targets males aged 18-25. Are too concerned with expanding rather than internal focus Sales mostly in the United States O Opportunities Can target females and athletes. New distributing services Emerge their product overseas T Threats Gatorade is a big competitor because they offer a product similar. There are many different companies competing with them for a customer’s business. Threats from other substitutes like fruit juice.

Product The chews will come in a package of 15. They will be easily able to take on the go and provide as much energy as a regular energy drink. The chews will come in all the signature flavors of Rockstar Energy Drinks, but will also include exclusive flavors.

PLACE Rockstar Chews would be available for purchase wherever PepsiCo products are sold. They would mainly be distributed in minute markets, but would also be available in grocery stores and sports stores.

Price The average cup of coffee ranges from $3-$5 depending on the size. A bottle of Gatorade ranges from $2-$3 depending on the size. Based on this the Rockstar Chews would relative be priced at $1.50 - $2.

PROMOTION Rockstar Energy Drinks are targeted toward an active college lifestyle and primarily to males between the ages of 18-24. Rockstar consumers range from extreme sports enthusiast to music lovers, which are the base of their promotion. Teaming up with male and female sports camp in summer and sponsor high school sport teams as well as collegiate sports.

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