Impact of Social Media Advertising On Indian Energy Drink Market

Chandan Thakur,Ritika Roy,Sourav Guha Ray

doi:10.47607/ijresm.2020.319

Chandan Thakur, Ritika Roy + Show 1 more

Open Access

https://doi.org/10.47607/ijresm.2020.319

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Abstract

We have addressed the present study, which discusses the impact on customer brand preferences of social media advertising. Social networking as an immersive business environment where marketers and brand managers can better engage with, communicate and impact consumer decision making (high-energy drinks) on products. This is so important. The new challenge of marketers is to realize that customer-led marketing is a significant marketing feature. When everybody searches for a health alternative in this new situation. All try to keep foot. This is an incentive for the energy drink industry to eventually expand. In the 2020-2025 forecast period, the Indian energy drink market is projected to expand in the CAGR by 9.22%. Energy drinks such as Red Bull, Gatorade, Sting and Mountain Dew are popular. All businesses attract customers through diverse tactics such as cutting prices, promoting celebrities and funding various sports. These businesses have continued to impact people in the rising Energy Drink market. Social media's influence is huge. Social networking ads is the upcoming medium for both businesses to try to build a footprint. Red Bull and Mountain Dew, who have done outstanding marketing work and are still involved in the social media.

Highlights

Energy drink, any drink that contains high levels of ingredients, usually caffeine, as well as sugar and sometimes supplements, such as vitamins or carnitine, and that is advertised as a substance capable of improving mental alertness and physical efficiency.Energy drinks vary from sports drinks that are used to substitute water and electrolytes during or after physical exercise, and from coffee and tea that are blended, which contain less ingredients and can be decaffeinated
What we found after studying the social media of each energy drink (Red Bull, Mountain Dew, Gatorade, Sting, Glucon D) is described below: 1) Red Bull: After Studying Red Bull social media handles, we find out that for Red Bull use their social media pages as a weapon to address wide range of consumers
For Red Bull India social media plays a great impact their growth and market because though social media they can create more brand awareness which helps them to grow their market in India

Summary

Introduction

Any drink that contains high levels of ingredients, usually caffeine, as well as sugar and sometimes supplements, such as vitamins or carnitine, and that is advertised as a substance capable of improving mental alertness and physical efficiency. Energy drinks vary from sports drinks that are used to substitute water and electrolytes during or after physical exercise, and from coffee and tea that are blended, which contain less ingredients and can be decaffeinated. Energy drinks are distinct from soft drinks, which either do not contain caffeine or contain very small quantities of caffeine. While some energy drinks are considered beverages, others, including those containing food additives (e.g. taurine or other amino acids), can be sold as dietary supplements.

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