When it comes to generating buzz around a brand, energy drinks brands go big, very big. A spacesuit blazoned with their logo in front of the world live on TV was a monumental level of advertising. With that in mind, surely they must be using some interesting strategies and methods to extend their marketing activities out to their audience right? As you can see from the image above they regularly receive a huge amount of likes and comments when you compare their activities with competitors in their sector and even when you compare them against large brands in other industries.
Energy drinks are known as beverages that promise to give the consumer an extra energy boost. They are typically high in caffeine and contain additional ingredients including taurine, guarana and B vitamins.
Energy shots are a more concentrated form of energy drinks and contain a larger amount of the primary ingredient caffeine. Energy drink mixes as the third subcategory come packaged as powder and may be mixed with water or juice.
Energy drinks are assumed to be quite popular among younger age groups who mostly consume energy drinks to wake up or stay awake, increase their mental performance or to enable them to concentrate longer.
The latest statistics illustrate that energy drink sales amounted to 2. Due to a high market growth potential, dollar sales have consistently increased since According to well-known industry sources, energy drinks reported a volume sales growth of 5. Red Bull generated U.
Monster Energy reported sales of 1. According to a recent consumer survey, about 47 percent of respondents indicated to consume energy drinks several times per week. When buying energy drinks, supermarkets and general merchandisers as well as convenience stores and gas stations seemed to be the predominant distribution channels.
The energy drink brand itself, the taste, and an affordable price were cited as important product attributes. This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.The energy drink market in the United States was truly brought into life with the advent of Red Bull after successfully doing business in Austria for 10 years.
Soft Drink Industry Case Study Table of Contents Introduction 3 Description 3 Segments 3 Caveats 4 Socio-Economic 4 Relevant Governmental or Environmental Factors. The Product/ Competitors/Industry Product Red Bull is a sweet, caffeinated drink aimed to give consumers the high energy kick.
Available only in rather expensive ml cans, ml bottles, with 4 packs and only two ‘flavours’ (original or sugar-free). Energy drinks demand in the on-trade sector dominated the global industry on account of well-established marketing channels and long-term collaborations with the sellers.
Moreover, it is easily approachable to consumers in places like such as bars, coffee shops, hotels, etc. 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 “if we don’t create the market, it doesn’t exists,” this quote parallels with Red Bull as a whole. Competition in energy Drinks case Analysis Introduction The key decision makers in this case study are distributors, suppliers and the major brands of alternative beverages in the market.
The consumers can find the alternative beverages in the supercenters, superstores, wholesale stores and convenience stores.
The energy drink segment. Mar 25, · However the case study has also shown that maintenance of the leading market position in the global energy drink industry the company has to deal with some significant strategic issues.
The three key issues that are critical for the company for the company to maintain its market position are discussed below/5(K).