Rohan Oza’s story is inspirational, and it teaches entrepreneurs that there is always a place in the market for innovative products. Oza is a man who launched several successful drink brands and implemented a strategy of celebrity promotion to increase sales, which proved successful. Yet, it is important to analyze how he managed to find a niche in the beverage industry despite facing potential competitors such as Coca Cola and to determine whether his success can be replicated.
There are several reasons why Oza’s ventures were effective while the large beverage manufacturers failed to introduce their own products and were forced to acquire Oza’s companies. First of all, the entrepreneur correctly identified the millennials’ stress on self-care and wellness. He developed a drink which was marketed as having vitamins and was perfect for this generation’s exercise routines and balanced diets. Yet, the most important factor which significantly contributed to Oza’s brands’ success was his approach to marketing. He recruited celebrities who were popular among the target audience and persuaded them to invest in the company or become share-owners. This created an incentive for these personalities to promote the brand on every occasion since it directly benefited them.
Replicating the success of Oza can be achieved by focusing on the trends of the new generation Z. One of the most popular beverages of this generation is energy drinks (“Everything,” 2019). Additionally, members of this demographic enjoy music, which, according to one survey, was reported by fifty percent of the participants as more than a background noise (“What’s gen Z,” 2018). Thus, the best pairing would be Rockstar Energy Drink and Billie Eilish, who is one of the most successful and influential representatives of generation Z. The brand’s resources and a variety of flavors will satisfy the tastes of the consumers, while the singer’s reputation will make the drink trendy in the eyes of her audience.
Rohan Oza managed to found and promote its companies despite intense competition, and his strategy can be successfully repeated. He correctly identified the needs of the millennials and utilized a marketing method which involved celebrities popular among this generation’s members. The same strategy can be used to target generation Z. Namely, the partnership of Rockstar Energy Drink and Billie Eilish has significant potential since this generation loves music and enjoys energy beverages.
References
Everything you wanted to know about gen Z (But were afraid to ask). (2019). Web.
What’s gen Z sipping on? (2018). Web.