STING Energy Drink: PepsiCo’s an energy drink brand STING has been making waves in the Indian market for the past few years. Launched in 2015, the brand has seen tremendous growth and success in a short span of time.
In this article, we will discuss the success story of STING and how it has taken over the Indian market.
About STING Energy Drink
In the Indian market, energy drinks were a relatively new concept a few years ago. However, as the lifestyle of people became more hectic, there was an increasing demand for energy drinks that could provide instant energy and help people stay active throughout the day. PepsiCo identified this trend and launched STING in 2015.
STING Energy Drink Success Story
PepsiCo India Holdings Pvt Ltd has had a bumpy ride in the energy drink market in India. It launched SoBe back in 2008 but quickly withdrew it from the market. Now, the company has given it another shot with Sting, one of its global brands.
Sting is a carbonated energy drink produced by Rockstar Inc which contains 0.03% caffeine, a boosting drink for caffeine lovers. It is available in 250ml cans and costs Rs50, which is significantly lower than its closest competitor, Red Bull, which is priced at Rs110 for a 250ml can.
The success of Sting in the market can be attributed to three factors: consumer retention, irreversibility, and high tolerance. Sting was launched at a lower rate than Red Bull, which made an irreversible change that once consumers tasted Sting, they were unlikely to switch back to Red Bull.
Secondly, Sting was launched in three different flavors, which helped PepsiCo to retain its customers in the energy drinks market. Lastly, even if PepsiCo were to increase the caffeine amount in Sting, consumers would still buy it because of their high tolerance.
PepsiCo didn’t stop there. They implemented some amazing concepts in their advertisements, such as “get yourself a drink and you are energized enough to charge a car”. This resonated with their target audience and led to a significant increase in sales. But the real marketing masterstroke was the ad where the male protagonist lifted the female to the tenth floor after having a drink.
In the end, she leaves a number for him, and after the advertisement aired, Sting received thousands of calls on that number. Sting then played their masterstroke by setting up a pre-recorded message that talked about saving energy and reminded the caller to have a drink to kickstart their routine.
This was an excellent example of how the best marketing doesn’t look like marketing.
The energy drinks market in India is still small, with 45.2 million liters of energy and sports beverages sold at retail counters in 2016. However, the volume is projected to grow to 74.4 million liters by 2020.
Red Bull still leads the market, with a 64.3% market share in the sports and energy drinks segment, followed by PepsiCo’s sports drink Gatorade, Goldwin Healthcare’s Cloud9, and Hector Beverages Pvt Ltd’s Tzinga.
Despite this, PepsiCo continues to transform its portfolio to offer healthier options and meet consumers’ increasing interest in health and wellness. Hydration, dairy, and juices are three categories that are growing faster.
As part of this strategy, the company recently launched Aquafina Vitamin Splash, which is fortified with Vitamin B6, Vitamin B12, Zinc, and Selenium nutrients, as an extension of its water brand Aquafina to boost its presence in the hydration category. The product is priced at Rs30 for a 250ml PET bottle and Rs50 for a 500ml PET bottle.
Marketing Strategy of STING Energy Drink
STING Energy Drink is a carbonated energy drink produced by PepsiCo International and Rockstar Inc that contains 0.03% caffeine, perfect for caffeine lovers who need a boost.
The success of a product in the market is measured by three factors – consumer retention, irreversibility, and high tolerance. These three factors played a major role in the establishment of STING Energy Drink in the Indian market.
Firstly, it was launched at a much lower price point compared to the popular energy drink Red Bull, creating an irreversible change where once a consumer tried STING, they were less likely to switch back to Red Bull.
Secondly, STING was introduced in three different flavors, increasing its weightage in the market and helping PepsiCo retain its customers in the energy drinks market. Even if they increase the caffeine content, consumers will still choose STING because of its high tolerance.
But STING didn’t just rely on its product quality, they also had an amazing marketing strategy. They came up with clever concepts in their advertisements, like the idea that drinking STING could give you enough energy to charge a car. This resonated with consumers and led to a huge growth in their sales.
But they didn’t stop there. STING hit a marketing masterstroke with an ad where a male protagonist, after drinking STING, lifts a female to the tenth floor, and at the end, she leaves a number for him. The ad generated thousands of calls on that number.
Then, STING played their masterstroke by setting a pre-recorded message that talked about saving energy and reminded the caller to have a drink to kickstart their routine. This was a brilliant example of marketing that didn’t look like marketing.
STING Energy Drink: Innovative Marketing Strategy
One of the key factors that contributed to the success of STING was its innovative marketing strategy. PepsiCo targeted the youth segment with the brand, which resonated well with their lifestyle and preferences.
The company also roped in popular celebrities like Ranbir Kapoor and Priyanka Chopra as brand ambassadors, which helped in creating brand awareness and generating buzz around the product.
Moreover, PepsiCo also sponsored various events like music festivals, college fests, and sports events, which helped in creating a strong brand image for STING.
The company also launched a digital marketing campaign, which included social media marketing, influencer marketing, and targeted ads, which helped in reaching out to a wider audience.
STING Energy Drink: Product Innovation
Another factor that contributed to the success of STING was its product innovation. PepsiCo introduced STING in three different variants, each with a unique flavor and functional benefit. The Original variant was positioned as a regular energy drink, whereas the Berry Blast variant was marketed as a refreshing drink that provides instant energy. The Citrus Punch variant was positioned as a drink that provides both energy and hydration.
Moreover, PepsiCo also introduced STING in various pack sizes, including cans, bottles, and tetra packs, which catered to different consumer needs and preferences. The company also introduced a sugar-free variant of STING, which appealed to health-conscious consumers.
Energy Drink: Distribution Network
Another important factor that contributed to the success of STING was its distribution network. PepsiCo leveraged its existing distribution network and was able to quickly expand the availability of STING across the country. The company also tied up with various modern retail chains and e-commerce platforms, which helped in increasing the accessibility of STING to consumers.
Conclusion
In conclusion, the success of STING can be attributed to a combination of factors, including an innovative marketing strategy, product innovation, and a strong distribution network. PepsiCo was able to identify a growing trend in the Indian market and successfully launch a product that catered to the needs and preferences of the consumers.
With its continued focus on innovation and customer-centric approach, STING is poised to maintain its dominance in the Indian energy drink market.
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