The Sports Energy Drink Industry - 1102 Words

This case study written by Krupa Kansaru on the history of Red Bull and their success in making the sports energy drink market what it is today has shown the key strengths of the company. The obvious strength that the Red Bull company has a unique and early start in the sports energy drink industry. CEO Dietrich Mateschitizin was quoted in the case study, he says that â€Å"if we don’t create the market, it doesn’t exists,† this quote parallels with Red Bull as a whole. Starting in the 1980s Red Bull used abstract marketing strategies involving differentiation, â€Å"word of mouth†, and buzz marketing to popularize the product instead of using a traditional approach by launching their product and waiting to integrate it into mainstream media. Red Bull thrusted itself into communicating with its customers and fan base by launching events, working closely with event coordinators, and strategic product placement. Red Bull also holds much strength by associati ng the product and brand with athletics and extreme sports. Targeting a younger generation and portraying the idea of a â€Å"fuller and freer life† has proven to truly engage the popular culture and counter culture alike. It is stated in the case study that Red Bull holds a seventy percent market share in over one hundred countries statistics like that show the company’s true strength especially compared to competitors like Monster and Rockstar. Weaknesses Using the platform of epic adventures and excited living Red Bull gained manyShow MoreRelatedThe Energy And Sports Drink Industry1103 Words   |  5 PagesThe energy and sports drink industry has been around for more than forty years. In those years the industry has gained many competitors. These competitors are competing to be the most innovative and the best among its competition. Although they all may offer something different, the end goal is to be profitable and to continue to grow globally in this industry. Many companies have succeeded and many have failed. However, the demands for these products are increasing and more people are consumingRead MoreThe Energy And Sports Drink Industry1009 Words   |  5 Pageshave. The energy and sports drink industry was able to use their resources to compete with other companies in order to make their company great. This paper will talk about the sports drink industry and whether or not they are competitively important, the resource s they have at their disposal, and how they use this to create a competitive advantage. Sports Drinks Sports drinks, energy drinks, and vitamin-enhanced waters became very important in the mid-2000s to the soft drink industry (Gamble, ThompsonRead MoreSwot Analysis : Energy Drink Business883 Words   |  4 PagesSWOT Analysis Strengths The energy drink business today is very large, in the sense that there are many consumers within the target market. However, in this industry, there are not many different competitors. That is to say, there are a small number of energy drinks that you can choose from. The small number of competitors in the market makes it easier for other companies to enter the field. There is also a low threat of new entrants in this field. It would be hard for an outside company to infiltrateRead MoreThe Energy Drink Industry Must Have A Swot Analysis934 Words   |  4 PagesThe energy drink industry must have a SWOT Analysis just like any other industry in order to assess the market before entering. The strengths in the energy drink industry are its â€Å"quick fix† for consumers; their products serve as a quick burst of energy for their target consumers of people on the go. Other strengths include the high brand awareness and relative attractiveness in the industry. Everyone knows what energy drinks are and the purpose they serve so companies in this industry do not haveRead MorePepsico s Gatorade Brand And Its Impact On The World s Premier Consumer Products1321 Words   |  6 Pagesmany sports-themed beverages as well as food products. The Gatorade beverages are based on the oral rehydration therapy, which involves drinking sugar and salt mixed water for the purpose of rehydrating. The Gatorade brand uses carbohydrates and electrolytes to replenish athletes after rigorous physical activity (Gatorade, 2014). Gatorade sweetens their drinks using a mixture of sucrose-dextrose, which reduces the calorie count of the beverage. 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The recognition of the brands and growth are significant as demands for the alternative beverages increase. Product innovation is one of the market’s drivers of change in this industry. It is said to be one of the most importantRead MoreThe Energy Drink Industry Is A Growing Market With A Large Consumer Base936 Words   |  4 PagesStrengths: The energy drink industry is a growing market with a large consumer base with the ability to profit tremendously with a loyal customer base. Energy drinks have a marketing strategy that stresses the increase in human performance. The examination incorporates brands that are marked as either refreshments or dietary supplements which is easy to market to those who are physically active whether its exercising or engaging in sports. According to Mintel reports, the total retail sales of energy drinksRead MoreCoca Cola Paper1288 Words   |  6 Pagescertain regions such as Bonaqua sparkling water for the Europe region, Georgia ready to drink coffee in Japan, and Hugo fruit and mile protein drinks in Latin America. Coca-Cola is indeed one of the w orld’s largest and vast developing beverage companies. In this case study analysis I will evaluate Coca-Cola industry competition, macro-environmental strategies, success factors and drivers of changes and industry dynamics. Competition Coca-Cola had over 3000 beverage products and had about 500 brandsRead MoreSwot Analysis : The Energy Drink Industry1135 Words   |  5 PagesSWOT Analysis: The energy drink industry is a fairly new market, with the top products being little under 30 years old. There are several strengths, weaknesses, opportunities and threats in the sector that are unique to this particular industry. Through a SWOT analysis, I will analyze this markets’ main components. The strengths of energy drinks are the specific branding, low rivalry, mainstream products, low pricing points, and powerful sponsorships. Each energy drink producer has a specific brand