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Royal Tiger [electronic resource] : energy drink marketing strategy in Bangladesh / Jashim Uddin Ahmed, Mehree Iqbal, SherinaIdrish, Kashfah Mahmood Khan Chowdhury

Author
Ahmed, Jashim Uddin
Published
London : SAGE Publications Ltd, 2017.
Physical Description
1 online resource : illustrations
Additional Creators
Iqbal, Mehree, SherinaIdrish, and Chowdhury, Kashfah Mahmood Khan
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Summary
The Royal Tiger case deals with the strategic marketing issues of an energy drink brand that is produced and distributed by Globe Soft Drinks Ltd (GSD) in Bangladesh. The energy drinks industry is flourishing in emerging economies like Bangladesh. Royal Tiger gives the Bangladeshi people a cheaper option for energy drinks compared to popular international brands, and the drink appeals to a target customer of younger people. The company also markets the drink through emotional appeal, using promotional tools such as TV, radio, print media and strategically placed billboards. With TV commercials, Globe Soft Drinks Ltd has established a footing in the rural and urban market through mass marketing, using popular celebrities for an emotional appeal. There are many challenges concerning energy drink consumption and health, but Royal Tiger seems optimistic as consumption of energy drinks is increasing.
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ISBN
9781473994607 (ebook)
Bibliography Note
Includes bibliographical references and index.
View MARC record | catkey: 31197043