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Royal Tiger : energy drink marketing strategy in Bangladesh / Jashim Uddin Ahmed, Mehree Iqbal, SherinaIdrish, Kashfah Mahmood Khan Chowdhury.
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View online- Format:
- Book
- Author/Creator:
- Ahmed, Jashim Uddin, author.
- Iqbal, Mehree, author.
- SherinaIdrish, author.
- Chowdhury, Kashfah Mahmood Khan, author.
- Series:
- SAGE Knowledge. Cases.
- SAGE Knowledge. Cases
- Language:
- English
- Subjects (All):
- Soft drink industry--Bangladesh--Case studies.
- Soft drink industry.
- Fruit juice industry--Bangladesh--Case studies.
- Fruit juice industry.
- Globe Soft Drinks Ltd. (GSD).
- Branding (Marketing)--Bangladesh--Case studies.
- Branding (Marketing).
- Bangladesh.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : SAGE Publications Ltd, 2017.
- System Details:
- text file
- 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.
- Notes:
- Includes bibliographical references and index.
- No ILL or scholarly sharing allowed.
- Description based on XML content.
- ISBN:
- 9781473994607
- OCLC:
- 1017724780
- Access Restriction:
- Restricted for use by site license.
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