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2019 FINALIST BUSINESS CHALLENGES/REBRANDING RUSSIAN FEDERATION
Yes, you can
RAN IN: Russia
Audience: The most involved consumers for Adrenaline Rush are young people, ages 18 to 25. Their strongest incentive is achievement of personal success*, where success is viewed as having advanced carere, being a business owner, or being popular.Most commonly energy drinks are used by the audience in the morning,before class or work; at night while playing video games. Energy drinks are perceived as an everyday product that helps to cover their lack of energy, so they seem unrelated to such a remote concept from daily routine as success.*Adrenaline Rush Quai Study, 2017 Salt
Objectives: Our business purpose was to close the gap with sales rate by 8,4%*.Given the situation where brand distribution is well organized and brandawareness reaches up to 98%, sales growth highly depends on increasing brand relevance. Therefore, our goal was to raise Affinity Index by 20 points in the year 2018.Consumer’s purchasing decision is directly affected by their recollection of the brand in the moment of a need. This is measured by Situational salience index. Our goal was to increase it by 10 point.*In-house study by Adrenaline Rush marketing department, 2017
Language: English, Russian