A known brand all across India, Bisleri International, established a new energy drink called Urzza in 2014. The energy drink market in India, dominated by Red Bull, was in a nascent phase but was growing at a fast rate. Lately, energy drinks had been the subject of grave health problems owing to the harmful effects of excessive caffeine. An energy drink without caffeine, Urzza, had been started with the objective of creating a brand new category of beverages that could attract everyone.
Nonetheless, it remained to be seen whether Urzza could triumph in creating mass appeal and could meet challenging sales targets. Was its exceptional placement correct, or was it better off marketing itself as a more conventional energy drink?
PUBLICATION DATE: April 19, 2016 PRODUCT #: W16224-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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