Branding strategy Tiger Power Energy Drink



This four year marketing plan aims at securing labor and funds toassist in the status of the company and direction. The company hasrealized a significant growth ever since the product launch somethree years back. The company has also placed its major objective totarget youths who are between the age range of 15-25, and a secondarytarget of grownups between the age range of 25-60. Plans are alsounderway to spread the product on to the international scene. Therehas also been an identification of the major competitors who are CocaCola, Pepsi Cola, Red Bull and the Hansen Corporation. There has beena SWOT analysis conducted together with four metrics performanceanalysis, rises in market share, website visitors, fresh productadoption rate and customer value. The high quality product of thecompany has been embraced in the new marketing environment. Thecompany also seeks to expand its distribution by offering newcustom-made products for specific customers in the next coming fiveyears. Therefore, this paper seeks to make available a brandingstrategy plan for the company drawn from the frameworks available andthe performance objectives of the company.


In two years time, the tiger power energy drink had sailed throughthe market share in the energy drink customer section, but were aftergrowth. Studies showed that 85% of the first time tiger energy drinkshoppers came to be loyal customers, and Red Bull characterized ahighly esteemed customer fragment with the most unexploited growthpossibility. So the query was how to charm these customersefficiently and inspire them to shop for a tiger energy drink for thefirst time. The response was a change in brand strategy. The approachwas articulated in an ad promotion focusing on getting the customers enthusiastic about a particular energy drink. Every single adcommunicated the story of the tiger energy drink. The minimalachievement of this promotion was the steady vending of the drinkspromoted in the campaign. The maximum success came to be theinstantaneous first-time stopovers by other energy drinkers whowanted the particular product that was advertised. A Surprisingprogress was attained. And this boiled down to thinking again aboutthe brand strategy.

The practical energy drink of the future

Tiger power

get your energy back

Tiger Power is a Drink that is 100% natural. It functions well and it’s a new generation

It is a premium class product because of its influential&nbsp ingredients

Japester(2008),&nbspCopyright[Photograph].Retrieved 2 December, 2014, from Flickr



There are overwhelming opportunities associated with the marketingenvironment for tiger power. Nevertheless, there are also tests whichwhich the company strongly believes can be happily met. The bigcompanies have dominated in the energy drink sector for instance,Pepsi Cola, Red Bull, Hansen Corporation and Coca cola. These are theprincipal challengers for the business now.

Recent studies have also shown that, legal and political atmosphereof energy drinks is of reasonable influence (PESTEL, 2014 Berthon etal, 2012). A lot of pressure is on the taurine and caffeine rates inthe drinks whereby, some companies have been accused of the There ispressure on caffeine and taurine rates in the energy drinks, as somebrands have been accused of the same. Health concerns are all overthe world and the business seems to be affected by the introductionof laws that are restrictive. The company shall work tirelessly towipe out uncertainties about the health element of the drink sincethe social health worries impact the sale of these energy drinks.

The most significant decisions of tiger power marketing design shallbe setting performance goals which would be relative to the budget.The company shall make every effort to balance out between settingappropriate demanding targets that shall be achievable and contentthe shareholders.


“Tiger power is an energy drink for athletes, whichis made like no other in the world to give you the tiger energyneeded for sports.” The main reason for this positioning statement shall be to encourage the young athletes who are basically ourprimary target to consume the drink. The positioning statement shallalso be competitive to give the product an upper edge over theothers.

MarketingScience of Customer Behavior

The company shall embark on a journey to influencecustomers on their choices of energy drinks. This shall be done so asto have more customers go for the product. According to the consumertheory customers shall only be impressed when persistent marketing isdone. When a person hears and sees an advert all the time he/shebecomes exposed to the product and they shall be inclined to buy it(Green, P. E., &amp TuU, D.S.1970).

Introductionand Mission Statement

Tiger Company, is a producer of world-classtiger energy drink which has been embraced by the young and old.Athletes in different playing fields use this drink to give themenergy during their sporting time. This energy drink has energy andcan be used by all the people. Since its introduction into themarket the Tiger Company has established a status for production ofhigh quality energy drink, which helps the consumer to be moreactive. The tiger company product has expanded over the years, and itis now a global product.


We are devoted to continuance of Tiger energy drink standards, whileupholding the leadership place in the category of energy drinks whileoffering greater customer service in an extremely well-organized andlucrative manner. We build a philosophy where the staff share finestpractices devoted to educating and evolving our company as anestablishment of choice.

Quantitativemarket research



Strengths and weaknesses

Telephone surveys

  • Make a random probability sample like from survey sampling

  • Make an interview length of averagely 10-11minutes

  • Increases the product awareness

  • There is low relative cost

  • Extracts more information when one critically well questioned

Personal interviews and central location interviews

  • Customers are recruited to one place, then interviews are done.

  • The costs are high

  • Can provide good results by asking easy questions, then probing further for more information (Franses, P. H., &amp Paap, R. 2001).&nbsp

Web surveys

  • Individuals may be invited to the web for online surveys

  • The sample can be generated through phones then followed for probing (Shaiderov, I. 2012).

  • There are higher costs involved

  • A lot of time is needed for the implementation process.


PESTEL. (2014). The general environment of the energy drinkindustry (PESTEL analysis). Retrieved on 26 November 2014 from:

Franses, P. H., &amp Paap, R.(2001).&nbspQuantitativemodels in marketing research.Cambridge University Press.

Shaiderov, I. (2012). Quantitativemarketing research

Green, P. E., &amp TuU, D. S.(1970). RESEARCH FOR MARKETING, 2/E.Journalof Marketing.