Mc Donald Research Paper

BACKGROUND

Rockstar is a brand of energy drink designed for people who want to lead active lifestyles such as sports people. It is the third largest energy drink company in America, just behind Red Bull and Monster. There are three major types of drink which are carbonated, non-carbonated, and RTD coffee and mostly packaged in 16 ounce. The company was founded by Russ Weiner in 2001, and he is also the current president and CEO. Rockstar energy drink has over twenty flavors in over thirty countries around the world. Besides to be an energy drink company, Rockstar also support global action sports, motorsports, and live music. In 2008, Rockstar has hold 14% of US market. It is one of the top three energy drink brands in North America. The sales in 2013 reached $821 million.

FUNCTIONS

Global presence & cultural accommodation

Rockstar advocates freedom of speech, expression and equality for all employers and employees. The company employs a significant amount of people with different backgrounds, beliefs, race, and lifestyles. Rockstart believes the culture diversity can help the company expand the market to worldwide easily. “As an independently owned venture, Rockstar achieved swift market penetration in the U.S. and has expanded distribution to Canada, Mexico, United Kingdom, Ireland, Germany, Austria, The Netherlands, Belgium, Finland, Spain, Switzerland, Australia, New Zealand, United Arab Emirates, and Japan.” (Overview of Rockstar, Inc.) The company has a lot sponsorship with famous sports activities, such as F1 car race. Hence, it is easy to get global presence and increase the popularity. With continues growing in global market, Rockstar earned 4 out of 5 as the grade. Rockstar entered Japanese market recently, which helps the company expand their market in Asia.

Marketing/Sales

Rockstar is the third largest energy drink company in North America, just behind Red Bull and Monster. The sales revenue in 2013 reached $821 million. The core target market is people with age group from 16 to 35. Sportsmen are the majority consumers.

Rockstar cans are famous not only for the large size, but also the bright distinct colors. The package of Rockstar catches consumers’ attention, which is one of their marketing strategies. Because of the sponsorship to extreme sports events and music events, Rockstar aggressively sells their products through these constant presences. There is another marketing strategy Rockstar did outstanding which is the variety of products. Different with its competitor Red Bull, The company has wide variety of products in order to meet as many customers as possible. The company defined the target market and amplified the target market. This will help the company lasts long within energy drink industry. Hence, Rockstar earned 4 out of 5 as the grade.

Public Relations

Besides the outstanding package, Rockstar present through social networks, such as Facebook, Twitter, LinkedIn, and YouTube. There are over 2 billion likes and over 700 thousand fans on Facebook and 200 thousand followers on Twitter. Social networks are the majority promotion used by Rockstar. The advantage for social networks is widely spread among different group of people. Rockstar present in magazines as well, such as Spin, People, Rooling Stone, BMX, Heavy Metal, and Nylon. Advertisement on magazines can attract consumers directly consume the energy drinks a lot because magazine has already narrowed the readers into specific groups. Advertisement posted on extreme sports magazines aiming the direct market for Rockstar.

Like the competitor Red Bull, Rockstar do sponsorship to range of activities in order to build the company’s popularity among demographic. The activities sponsored include music events, rock festival, motor sports, mixed martial arts and action sports events. Sponsorship is a way of promotion which can enlarge its influence and popularity. The company focused more on people who physically doing extreme sports, and it is much more famous within that specific group. Hence, Rockstar earned 3 out of 5 as the grade.

Community and outreach services

The position statement of Rockstar is “Bigger, Better, Faster, Stronger.” Besides extreme sports, Rockstar now starts to sponsor non-profit organizations and charitable organizations as well. “Rockstar currently has a partnership with Child Find of America, dedicated to the prevention and investigation of kidnapping cases as well as helping the families of victims.” (Rockstar Revolution) The company raises money through certain percentage of UPROAR Festival ticket sold and text message based on donation system as well. (Rockstar Revolution) Rockstar also support nationwide tour with their promotional bus associated with UPROAR Festival in order to interact, engage, and reward to consumers. (Rockstar Revolution) Rockstar did very well for social benefit and charity. Hence, Rockstar earned 4 out of 5 as the grade.

FACEBOOK “LIKES” GROWTH IN PAST 6 MONTHS

REFERENCES

Company Overview of Rockstar, Inc. (n.d.) Retrieved on April 12, 2014 from Businessweek

http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=22212790

Facebook: Rockstar. (n.d.). Retrieved from https://www.facebook.com/rockstar

Ignacio Lacaba (25 October 2013). Rockstar Energy Drink. Topic 1 [PowerPoint Slides]. Retrieved from http://prezi.com/okzf4azurnbw/rockstar-energy-drink-topic1/

Rockstar Inc. Rockstar Energy Drink. (n.d.) The Truth about Rockstar Energy Drink. Retrieved on April 12, 2014 from company official website. http://truthaboutrockstarenergydrink.com/russell-weiner.html

Rockstar Inc. Company History, (n.d.) Rockstar Energy Drink. Retrieved on April 12, 2014 from Rockstar website http://rockstarenergy.com/company/

Rockstar Energy Drink Promotional Marketing Plan, Rockstar Revolution, (April 14, 2011), Megan Gill, Retrieved on April 12, 2014 from Scribd http://www.scribd.com/doc/58674981/rockstar-energy-drink-promotional-marketing-plan

SocialBakers: Rockstar Energy Drink (2014 April). Rockstar Energy Drink Fans. Graph retrieved from http://www.socialbakers.com/facebook-pages/153547144662942-rockstar

Twitter: Rockstar. (n.d). Retrieved from https://twitter.com/rockstarenergy