Product Characteristics
- Carbonated beverage.
- Energy drink.
- Contains Guarana, Ginkgo,Ginseng and Milk Thistle.
- “Bigger. Better. Faster. Stronger”.
ROCKSTAR is the world’s most powerful carbonated energy drink which represents the herbal blend of Guarana, Ginkgo, Ginseng and Milk Thistle. ROCKSTAR is created for those who lead active life, and participates in exhausting activities, from athletes to rock stars. The motto of the company product is “Bigger. Better. Faster. Stronger” (Products, 2012).
The Goods-Services Continuum
Rockstar is a pure good which can be tasted.
Nankervis (2005) defines the goods-services continuum as the range of characteristics which identify the item from being a pure product to pure service. There are only few pure goods and pure services, all other items are the mediums. The product under consideration is believed to be a pure good (good-dominant entitle) as it can be perceived by one of five human senses (Kerin, Hartley, & Rudelius, 2010). ROCKSTAR can be drunk (tasted).
The Category of the Product
ROCKSTAR is referred to convenience product as its price is not high, it is frequently bought, people do not need too much time to decide whether to buy it or not (Boone, & Kurtz, 2011).
The Company’s Product Line and Product Mix
The Company’s Product Line:
- Original Rockstar
- Sugar Free
- Zero carb
- Rockstar Pink
- Punched
- Recovery
- Rockstar ICED
- Rockstar Coconut Water
- Xdurance
- Rockstar 2X
- Rockstar Relax
- Energy Cola
- Juiced – Mango
- Juiced – Guava
- Roasted
- Energy Gum
The Company’s Product MIX:
- Product mix width.
- Product mix length.
- Product mix depth.
Product line is defined as a “group of similar products that differ only in relatively minor characteristics” (Pride, Hughes, & Kapoor, 2011, p. 224). ROCKSTAR ‘s prodct line consists of the the following items, Original Rockstar, Sugar Free, Zero carb, Rockstar Pink, Punched, Recovery, Rockstar ICED, Rockstar Coconut Water, Xdurance, Rockstar 2X, Rockstar Relax, Energy Cola, Juiced – Mango, Juiced – Guava, Roasted, and Energy Gum.
Product mix is “the assortment of product lines and individual product offerings” (Boone, & Kurtz, 2011, p. 360) aimed at maximizing the sales of the company restricted by the resources. The product mix is usually measured according to width, length, and depth.
Reference List
Boone, L. E., & Kurtz, D. L. (2011). Contemporary Marketing. Stamford: Cengage Learning.
Kerin, R. A., Hartley, S. W., & Rudelius, W. (2010). Marketing: The Core. New York: McGraw-Hill Companies,Inc.
Nankervis, A. R. (2005). Managing Services. Cambridge: Cambridge University Press.
Pride, W. M., Hughes, R. J., & Kapoor, J. R. (2011). Business. Stamford: Cengage Learning.
Products. (2012). Rockstar Energy Drink.