Marketing

ACKNOWLEDGEMENT

WE would like to take this opportunity

to thank our

Prof: ANITA MAM for giving us an

opportunity to work on this project of.

CLOUD 9

WE would also like to thank all the

people who have supported US to make this

project a success.

Finally we would like to thank all the

staff of BACHELOR OF MASS MEDIA

(BMM) for always helping us.

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CERTIFICATE

THIS TO CERTIFY THAT

Mr. AVINASH, Mr. VIJAY, Mr. PRATHMESH
Ms. URVI, Ms. ANITA, Ms. PARUL

OF F.Y.BMM HAS UNDER TAKEN AND COMPLETED THE

PROJECT WORK TITLE OF CLOUD 9DURING THE

ACADEMIC YEAR 2008-09 UNDER THE GUIDANCE OF

PROF. ANITA MAM IN PARTIAL FULFILLMENT OF THE

CURRIUM OF BACHELOR OF MASS MEDIA (BMM)

STUDIES UNIVERSITY OF MUMBAI.

THIS IS BONAFIED PROJECT WORK AND THE

INFORMATION PRESENTED IS TRUE AND ORIGINAL OF MY
KNOWLEDGE AND BELIEFS.

SUBMITTED TO:-

PR
OF.
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PRESENTED by
Group no:- 8

NAMES:
ROLL NO.

PRATHAMESH DHAWDE. 10

AVINASH KANOJIYA. 20

URVI SALAVKAR. 45

ANITA UTEKAR. 52

PARUL PANDEY. 56

VIJAY AVADUTA. 59

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• PRODUCT: CLOUD9
Cloud 9 is a natural drink that helps boost energy. It has
been recently launched in the Indian market. This drink is an
ingredients of natural energy boosters such as Guarana, a rich
source of caffeine and Ginseng, a product that strengthens your
energy with a flavour of pomegranate juice.
Cloud 9 contains no alcohol and is devoid of any steroids
or stimulants . While it lifts up your spirits, it keeps all effects of
alcohol such as cardiac ailments, hangovers, etc at side.

• LAUNCHED:
Cloud 9 energy drink was launched on 8th oct. 2008. This
drink was launched by the famous Bollywood star Shilpa Shetty.
in Mumbai.
Venue : JW Marriott, Juhu, Tuesday Night.
• PRICE: Rs.90/-
The per can of cloud9 cost Rs 90/- only. So now there is very
good opportunity to build up your energy in just Rs. 90/-.so now
get ready for hard work for a long hours.

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ABOUT PRODUCT
` Cloud9 carries a tag of various brands which support it for
various department like marketing, business, finance and many
more.
The product like:

• Goldwin Healthcare Pvt. Ltd.

Goldwin Healthcare Pvt. Ltd. specialises in innovtive
manufacturing lifestlyle energy drinks.
With launches of healthcare and lifestyle products in the
pipeline, Goldwin Healthcare is ready to take on new challenges.
Realising the dearth of good energy drinks in the market, we are
now launching "Cloud 9" India's first natural energy drink. It is
funky and cool and in tune with any age group, yet healthy. A
great solution to today's stressful and hectic lifestyle.
Our team is set to takeoff and with the support of our all
offices and dedicated employees we are aiming high. Our sales
and marketing teams are ready to take up any challenges and we
see ourselves as number three in the next 3 years in the energy
drinks market.
With "Cloud 9", we can expect “Shree Jalaram Group” to reach
newer heights every day.

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• Lotwin Online Lottery Pvt. Ltd.

Everyone likes to win, more so in India where the 'lottery'
has been very popular for decades. Mr. Mohan Ganatra tapped
this potential with the launch of paper lottery followed by
interactive online gaming system having real time commercial
transactions popularly known as Golden Lottery. Today, it is
one of the biggest names in the Indian gaming industry. This is
evident with its 40 branches all over India, employing 800
people and more than 5,000 terminals in Maharashtra and West
Bengal each.

• Jalaram Jyoti Builders & Developers Pvt. Ltd.

With increasing purchasing power, and the desire for
quality lifestyles, the average Indian has started to dream big.
Jalaram Jyoti decided to give shape to those dreams with its
prestigious residential complexes and commercial plazas.
Already having built a solid reputation in Mumbai, we are now
looking at avenues all over India and beyond.

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INGREDIENTS

Cloud 9 comes in only one flavor that is pomegranate. But

there are some special ingredience to build up your spirit. . The
"high" in Cloud 9 comes from its natural energy boosters
Guarana, Ginseng Taurine, Pomegranate and 'B' group vitamins
that keep your health in check.

• Gaurana
Gaurana is a rich,natural source of caffeine.It acts as a
stimulant and increases mental alertness,stamina and physical
endurance besides fighting fatigue.

• Ginseng
It builds mental and physical vitality and strengthens
immunity.

• Taurine
At times of extreme physical exertion, the body no longer
produces the required amounts of taurine, and a relative
deficiency results.Taurine acts as a metabolic transmitter and has
a detoxifying effect and strengthens cardiac contractility.

• Pomegranate
Pomegranate is a rich anti-oxidant, which prevents free
radicals from doing their damage and regulates oxidative stress.

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Pomegranate juice tends to act as an inhibitor on enzymes

responsible for damaging cartilage.

• 'B' Group Vitamins

They support metabolism and balanced nutrition.

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MANUFACTURING FACILITY:
Our State-of-the-art Manufacturing Plant is spread across
27 acres in Nandur, 40 km from Pune (Maharashtra).The
capacity of manufacturing is unimaginable…. 400,000 cans per
day!
This facility is an ISO 9001:2000 and ISO 22000 Certified,
IASC (USA) and FDA certified and it adheres to Good
Manufacturing Practices (GMP).

"Cloud 9" gives you a high you'll never want to come down
from.
The name "Cloud 9" itself signifies a light, happy and
elevated state of mind for every individual. And that's what it is.
An energy drink, that packs a punch!
The first Indian natural energy drink with pomegranate
juice which is the most accepted flavour the world over.
And the best part?
No alcohol! Which means, no hangovers! And absolutely safe to
drink.

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BRAND AMBASSADOR
Who better to do that than Rudra Pratap Singh (R.P.
Singh), the new, young, upcoming cricket star on the block.

The dynamic 22 year-old is a left arm fast-medium bowler

who has represented India in one-day cricket and test cricket.
And he is no stranger to the youth, every Indian knows who he
is. Being a cricket star is no easy task.

With a demanding schedule of playing back-to-back

matches and being in the spotlight 24x7,he is the perfect icon for
the youth to identify with. He is Cloud 9's brand ambassador and
will feature exclusively in all the promotional campaigns.

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COMPARATIVE
Each and every thing has need to compare with other of its
same substitute to notify which product carries more strength.
And cloud9 is the product which has a compared with a another
famous well known energy drink redbull.
Red Bull is an energy drink that is sold by Red Bull GmbH.
In 2006, more than 4 billion cans were sold in over 130
countries. Red Bull was inspired by an energy drink produced in
Thailand that had been used for years by long-distance truckers,
kick-boxers, students and others who wanted a boost. The
founder of Red Bull created his own formula and flavor, and the
company's main headquarters are located in Australia. The first
can of Red Bull was sold in 1987. One of their most popular
slogans is
"Red Bull gives you wiiings!".

• INGREDIENTS
A can of Red Bull from the United Kingdom states the
ingredients as: Water, sucrose, glucose, sodium citrates, carbon
dioxide, taurine, glucuronolactone, caffeine, inositol, niacin,
pantothenic acid, vitamin B6, vitamin B12, caramel and
riboflavin. In comparison, a can of Sugar Free Red Bull from the
United Kingdom states the ingredients as: water, acidity
regulator sodium citrates, carbon dioxide, taurine,
glucuronolactone, sweeteners (acesulfame K, aspartame),
caffeine, inositol, niacin, pantothenic acid, vitamin B6, vitamin
B12, thickener xanthan gum, colours (caramel, riboflavin). Red
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Bull has the flavor of a carbonated guarana drink. But it contains

an amount of alcohol such as vodka, and is the base ingredient
in a Jagerbomb.
In 2008 it found that documented reports of negative
health effects associated with the taurine used in the amounts
found in most energy drinks, including Red Bull.[6]
Commonly reported adverse effects due to caffeine used in
the quantities present in Red Bull, are insomnia, nervousness,
headache, and tachycardia (Caffeine intoxication). In cases of
extreme over consumption, death is possible.
A study conducted in 2007 on 15 healthy young adults,
found that Red Bull consumption led to an acute increase in
upper body anaerobic muscular endurance; however, no effect
was found on either peak lower body anaerobic muscular work,
or average lower body anaerobic muscular work.
A February 3, 2009 article in The Daily Telegraph called,
"Red Bull 'may have triggered heart condition that killed
student'" reported on the death of a 21 year-old woman who died
after drinking four cans of Red Bull and several VKs, a vodka
based drink which also contains caffeine. It was believed, but
had not been proven, that she suffered from a rare heart
condition called long QT Syndrome. She was on medication for
epilepsy. A medical examination found that there were no illegal
drugs in her system. The article quoted a doctor as saying, "The
QT levels may have grown over a few years, or it may have
been artificially pushed over the limit by caffeine."

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Polish charitable organization demanded €1 million from

Red Bull because of similarity of two slogans used by Red Bull
and Fundacja Grażyny Malecha - "Gives you wings" and "Give
wings to the children". But both sides have never met in the
court.
But cloud 9 is the drink which do not have face any
problem. It contains caffeine but in a small quantity. It has tasty
flavour of promegranate with a vitamin “B” for good helth. And
the main things that it does not contain any kind of alcohol. So it
is safe to drink for any age group.

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TARGET AUDIENCE
The energy drink is part of a new and developing industry,
The energy drink target market is different than in some of the
other beverage industries. Energy drinks have become a very
popular, part of society, but the market at which they are aimed
is not as wide and expansive, or diverse, as some might think.
Early in energy drink history, when they were first being sold in
the United States, athletes were the primary consumers. This
shows that even initially energy drinks were directed at a select
crowd, a group of people with specific interests. Although the
consumer base for energy drinks has now expanded beyond that
of simply athletes, the target market is still more particular than
in other industries.

When thinking about the energy drink target market, it is

important to consider who is most receptive to the purported
effects of the beverages. Although everyone is susceptible to the
fatigue of the super-charged, over-worked lifestyle, young
people are especially vulnerable to persistent exhaustion and
insufficient energy. This group of people, more specifically male
teenagers and people in their 20s, are also most likely to believe
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in the veracity of the energy drinks’ claims. As a result, the

majority of energy drinks are developed for and advertised to
this younger generation.

In addition to focusing on a specific age group, many

energy drink companies are even more exclusive in their
marketing efforts, gearing their products and advertising to
appeal to very specialized groups, such as gamers, extreme
sports enthusiasts, and the hip-hop crowd. The effects of this
emphasis on such a target market can be seen in the advertising
campaigns of the energy drinks. Many of the names of the
beverages, such as Crunk or GoFast!, appeal to these specific
consumers and the marketing strategies that revolve around
sponsoring public events or celebrity endorsements reflect this
focus.

As cloud 9 concerned, it is target to all young youth of the

world. It is for all teenage as well as a college student. It is also
target to the body build up people, and the workers who work
for a long hours. Cloud 9 say drink 1 tin and make your day fit.
As their brand ambassador R.P. Sing. So it directly targets the
sport man.
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Rajesh K Singh, president-marketing, Cloud 9. Say’s that,

To appeal to young adults in the age-group of 15-35 years,

Cloud 9 has roped in pace bowler R P Singh as its brand
ambassador, while the drink was launched in Mumbai by
Bollywood actor Shilpa Shetty. Says , “RP Singh is a young and
energetic face of the Indian cricket team and hence we decided
he was the right choice for our brand.” PepsiCo’s So be is also
aiming at similar things. Apart from targeting the 24-year plus
urban youth, a lot of its marketing activities will be “driven by
availability, product visibility through sampling at both on and
off premise in happening places,”

Although the energy drink industry currently caters to a

very specific target market, as it continues to grow and develop,
it is likely that marketing efforts and the focus consumer base
will be more diverse and expansive.

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DISTRIBUTION

Cloud 9 energy drink has distribute over a 14 state in India.

Cloud 9 has captured a wid market over the world. Ther selected
target market is in North America,South America, Eastern
Europe, Southeast Asia, Africa, Oceania, Mid East, Eastern Asia
and Western Europe.

Just a note to say that in the UK cloud 9 is now commonly

sold in 355ml cans, as well as 250ml cans. I would guess the
reason behind this is that shorty after AGBarr launched a
competitor product they started to ship their product in larger
350ml cans and still at a much cheaper price.

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ADVERTISEMENT

They organized the pre launch meet at Sahara Star on 11th

September. Hundreds of retailers and stockists gathered to get
their first taste of Cloud 9. The event was a runaway success.
The evening began with a series of technical presentations and
ended with luxury entertainment.By the end of the evening, the
venue was buzzing with enquiries and everyone was eager to
have their first sip of Cloud 9.Every one truly enjoyed the event
and went home with the feeling of a new high.
We plan to launch "Cloud 9" with a series of teasers
followed by a substantially big print campaign.
Once the network is established, we will air full-fledged
TV ads. We will also use a great number of outdoor hoardings.
To support this launch activity we have already designed
excellent quality danglers, posters, shop signages and lots of
other media.
Considering our focus on youth we have already started
promoting our publicity material in joints like CCD, Barista and
Pubs,which is performing extremely well.
Soon our activities in mega malls with radio as support
media will take place.
We have already tasted success with the free distribution of
“Cloud 9” in colleges where practically everybody eagerly asked
for the drink again and again. We were present at all major
college festivals in the city like Tsunami at N.M college and
Malhar at St. Xaviers. Plans are to launch the drink first in
Mumbai and soon all other major metros will follow.
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SLOGAN

Lift up your spirit,

Boost your energy.
Build up your day,
Party all, night long.
Work 24 hours a day,
And be on the move.

Cloud 9 give you a high, you will never want to

come down from it.

---*--*--*--*---

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