Energy Drink Case Study

Venom Energy Drink Case Study Essay

Instructions/Descriptions

Venom Energy Drink Case Study Essay

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I’m working on a Marketing exercise and need support.

Dr. Pepper Snapple Group introduced the Venom Energy brand in 2008. Venom Energy launched in June 2008 with Black Mamba and Mojave Rattler. The energy blend contains caffeine, l-carnitine, guarana, ginseng and taurine – the hard-core ingredients that consumers are looking for in their energy drink.

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Venom Energy was also the first energy drink to introduce the resealable aluminum bottle, allowing energy fans to enjoy the beverage on their own terms. In 2009, Venom Energy introduced fruit punch and mango flavors called Death Adder and Killer Taipan, respectively. The two new flavor varieties delivered unique and delicious flavors not typically associated with energy drinks.

Based on your selected target market, propose a positioning statement or customer value proposition and discuss how Venom could differentiate from competing brands.

Try create perceptual maps for the energy drink brands to aid your discussion (that is place the major energy drink brands in one or more perceptual maps using attributes or benefits provided.

An excel sheet template for rating the brands is provided in the case packet. You may use a combination of primary (ask friends to rate the brands) and secondary sources to obtain preliminary ratings of the brands.

Conduct secondary research. Analyze typical customer reviews of, and attitudes toward the Venom energy drink. Evaluate if the firm have achieved its desired market position.

Based on your research, make recommendations on any changes to Venom’s marketing programs. You can focus on changing one or two of the marketing mix (the 4Ps) or propose changes to all 4Ps. Be specific. What is the marketing goal you are aiming to?

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achieve through these changes? (in writing up your report, start with your marketing

goal(s) before getting to the recommendations.

Venom Energy Drink Case Study Essay

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