Accéder au contenu principal

Monster:the second largest brand in sport drink market


Monster Beverage Corporation is an American beverage company that manufactures energy drinks including Monster Energy, Relentless and Burn.


source:https://www.monsterenergy.com/hk/zh_tw/home

Monster has the ambition of the energy drink market that is to become a leader in volume of energy drinks by 2020 in France. A market at 223 million euros, much smaller than that of colas (1.37 billion euros), but very well valued with the highest price per liter (3.11 euros) of the BRSA market. For the moment, this category is arch-dominated by Red Bull while Monster, 16.7% owned by Coca-Cola (the rest being Monster Beverage Corporation, the Californian company creator of the brand), rules the quarter of sales. There is therefore much to be done for Monster to overtake Red Bull, even if the market share of the first one progresses when that of the second one goes back down.


Monster will soon shoot down one of his master cards to achieve his goal. The brand will expand with Monster Hydro, which will be the first non-carbon energy drink on the French market. Marketed for a year in the United Kingdom, a country where these products have existed for a long time, Monster Hydro is aimed at a wider audience than the classic Monster, which is mainly for a male and young target. "We want to offer an energy drink to the 50% of French people who would like a different and flat energy drink", says one at Coca-Cola European Partners (CCEP), which holds this figure from a February study commissioned from Harris Interactive.


Jiali ZHU 

Commentaires

Posts les plus consultés de ce blog

Perceptual map revealing concentrations and opportunities in the market

It is interesting to build a perceptual map in order to position the brands and allow the consumers and marketers to understand the market composition. As defined above,  we decided to create the map according to the brand position either as an Energy drink or a Performance drink and either they target sport or healthy position. This axis takes under consideration various factors: sponsorship; communication; website content; distribution points; target. Being clearer, the more the brands get close to the top of the axis, Sport oriented, means that they are deeply promoting drinks towards performance sports and athletes whereas Healthy oriented where brands tend to promote healthy way of life towards a more common target (not only athletes). Also, we added a third dimension, the brand size in term of market shares and brand recognition. This dimension allows to analyse how complex is the market sides for the close competitors and for the new entrants if some wants to p...

The handshake between BodyArmor and Coca-Cola - A new move of giant Coke to battle PepsiCo

It seems that the war between Coke and Pepsi in every single area is going to last forever! COCA-COLA AND BODY ARMOR'S HANDSHAKING (thecoca-colacompany.com) The Coca-Cola Company, in August, 14th, 2018, has announced its acquisition of a minority stake toward BodyAmor, a sport drink brand which is backed up by basketball superstar Kobe Bryant. This acquisition let Coca-Cola be the second biggest investor of BodyAmor and also gives BodyAmor access to the distribution network of Coca-Cola. This movement of Coke is considered the huge step to challenge PepsiCo in competitive sport drink market. Looking back at the sport beverage industry big picture in recent years, Pepsi is sustainably holding its market leader position with more than 70% market share, followed by Coke in the 2nd place with around 20% and BodyArmor in the 3rd place. BodyArmor is just a newborn baby, compared to 2 big old giants Coke and Pepsi. It was founded in 2011 by Mike Repole, who is...

The new strategy for Gatorade

Nowadays, even if Gatorade win a huge market share in sport drink market, they have to identify the new strategy in future because of threat from new competitors such as Bodyarmor which is acquired by Coca-cola. Therefore, there are some strategies suggestion in their future development. 1. Redefine Hydration Leadership The master brand, Gatorade, needed to be re-positioned back to its foundation in hydration. To reclaim its leadership of the hydration space, it needed to move beyond “thirst quenching” to “performance hydration.”  As part of its bid to reclaim leadership in hydration among competitive athletes, Gatorade launched G-Series – Prime, Perform, and Recover. This transformed the brand from a generic all-athletic-occasion drink that came in different flavors to a packaged solution covering specific athletic occasions with tailored nutrition ingredients, thus opening the doors to the sports fuel market. 2.Elevate the Brand from Hydration to Sports Fuel Anch...