“Cloud 9” amazing song but what about the drink?


What you think about the brand called Cloud 9 ?

When I saw this brand’s communication, first thing that strike me was Indian brand competing international brand Red Bull.

Cloud 9 stands for stamina, concentration & alertness three things does it make any sense?

On the other hand Red Bull was first to create a category called energy drink and it stands for that and nothing else.

Taking one position for a brand & that’s exactly what Red Bull did. Here is a Indian drink which promises itself for 3 things.

Indian market is full of competition with many energy drinks like Rhino, Bullet, Shock, Power Horse etc.

What Cloud 9 should have done in this scenario is to take any one attribute for e.g. Cloud 9 increases concentration and should have focused on that particular thing.

In this 500cr energy drink market, Red Bull is undoubtedly a leader and what Cloud 9 thought that if they price their brand higher then the leader they can target premium segment but I am sorry that’s not how brands functions.

Cloud 9 wants to target premium segment which is absolutely fine but with R.P.Singh is that possible.

Why R.P.Singh as their brand ambassador? I don’t have any problems with R.P.Singh but to target premium class is Singh the right option. Does Singh appeals to the elite class? I have my doubts with that.

One more thing what made me laugh was their latest promotion they came up with an offer called Buy one get one free. Howzz that!

If Cloud 9 was for Rs 90 now you will get 2 in that price. That means Cloud 9 wants everybody to try the product.

On other hand Red Bull also has an offer which gives 4 Red Bull in Rs180 but I think so having presence in India for more then a decade & having a leadership position they can take this step but Cloud 9 should do this at this stage?

I am scared, next is what with Cloud 9?

Will the brand ever make it big? May be may be not

Will they ever beat any of their competitors? I have my doubts with that though.

I seriously feel Cloud 9 should come out of the sky to earth and study Indian Consumers before taking any step.

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    • AV
    • September 17th, 2009

    One more thing, they emphasize on the drink being natural (Pomegranate in its visuals) which is important given the reluctance by many people to buy Red Bull etc. fearing its strong ingredients

      • Punit Dawda
      • September 18th, 2009

      Of course, they should have taken one point & concentrated on that rather talking about three points. Natural drink is a strong enough point to boast about, they should have taken only that.

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Ashish Shakya

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