Accéder au contenu principal

The two types of sports drinks






Performance drinks and energy drinks; marketing still maintains the confusion between the two words. Both are attractive as they seem to boost performance and give bonuses to the consumers. Brands are misunderstanding people through their marketing plans which are relatively close. Thus, here is a quick overview to differentiate and understand, at first, the two types of sports drinks distribute in France.

Performance drinks:

This type of drinks is addressed to athletes/sport people. They are made to overcome tiredness and dehydration while doing exercise and replenish glycogen reserves during endurance exercises. The most known on the French market are Isostar, Gatorate, Overstim, Aptonia, Powerade. They are mainly composed by the followings:
  • Water for rehydration
  • Fast and slow assimilation sugar to respond to the various type of effort
  • Mineral salts
  • Vitamins
  • Antioxidants

However, those drinks are useful for intensive sport practice but not for everyday use, especially because their calorie intake is pretty high.

Energy drinks:

Energy drinks such as (Red Bull, Monster, Dark Dog…) are supposed to give a boost in order to improve memory, concentration and tiredness for a short lapse of time. They contain water, sugar, some vitamins, caffeine and sometimes taurine and plant extracts known for their anti-fatigue properties (green tea, guaran, ginseng). Energy drinks are mainly aimed for young people but are increasingly suspected to cause high-dose adverse effects (sleep and heart rhythm disorders, headaches, hypertension...). Even if those brands are deeply present into sport world, there have been and still exist controversial report to prevent the usage of energy drinks for athletes.


Yoann Quardel

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 posit

Marketing strategy of Monster Energy

https://www.monsterenergy.com Among energy drinks, Monster Energy achieved a breakthrough in France due to a particularly intelligent marketing strategy in which motor sport and motorcycle enthusiasts occupy an important place. Monster Energy has unusual marketing and positioning compared with other energy drink company such like they would not pay too much on media or advertisement platforms for the marketing but through action sports, music, e-sports and game as well as the be seen everywhere Monster girls. Monster Energy was created in 2002, and the brand arrived in 2008 in Europe and until in March 2009 started to enter the French market. According to Stéphane Munnier, head of the French market, he said that the consumer public are the fans of this energy drink, they will wear our colours on by-products.  He adds that, until now, they have ranked second in the French market for energy drinks with a market share of 18%. Coca-Cola is responsible for the dist

Who are you in the customer's mind ?

Do you know exactly what is sport drink? Are you capable of telling the differences between “sports drink" and “energy drink"? When the market is becoming saturated with various types of energy drinks, sports drink seems to open a new potential market segment with a new kind of beverage that helps to supplement minerals and water lost when doing physical activities. It sounds healthier, less harmful for health than energy drink, which has a bad reputation of making your brain strong temporarily and then destroying it by sugar and caffeine. Though receiving less negative feedback from users, sports drink have not been rightly evaluated yet. Why do people cannot differ “energy drink” and “sport drink"? (Source: pinterest) Positioning Being developed in 1970s as a source of “hydration” and “carbohydrate replacement" for athletes, “sport drink” was positioned in customer's mind as a source of energy supplementary for people who are doi