Product Life Cycle of Tzinga

Product Life Cycle of Tzinga

Tzinga is a Indian energy drink brand, parent company is called Hector Beverages. Within merely two years of opening a factory and launching the product, it is churning out about a million of its utilitarian pouches a month from its Gurgaon factory.

Initial sales of the brand were less as it took time to cover the market and make a stand among the biggie, and also they don’t have much advertising strategy to promote the brand. But a clear edge in pricing Rs 25 for a funky , 200 ml pouch, against 95-120 by the competitor has mark their presence in the market. And it target group is between 18-25 which is very popular among students and sportsmen.

At present scenario Tzinga is available in  45000 outlets, 45 cities and 22 states and a clear market leaders in Bangalore, Hyderabad, Goa & North-east but lags Red Bull in Pune and Mumbai. During the current fiscal they were in 200 percent growth in sales and has closed an $8million investment round by Sequoia Capital with participation from existing investors Cataram Ventures and footprint Ventures.

  Tzinga is a long term planning product, which has not yet reached its maturity level. It is the beginning of a long road. Success will mostly depends on distribution reach and also returns don’t happen that quickly. It has not yet out with their promotional strategy and much advertising of the product, but expected to outlaid the market with their marketing strategy. It is a new product in the market and they are growing with a great pace. It will be of very much interest to see, how far they can grow and stabilize the profit or it will decline because of increased competition.