Coca-Cola Company
is one of the largest actors in the industry of the drinks and especially in
the sport drinks. The group owns leadership positions across key categories. As
seen in the article where we present the perceptual map of the sports drinks,
Coca-Cola succeed to realise a very good marketing strategy. In fact, since
years, the group is following a diversification strategy by increasing its portfolio
through the creation and the acquisition of drink brands. Then, those brands
are repositioned or more deeply placed in their position by the group using its
knowledge and investing power.
In our analysed
market we can mention Powerade, the performance drinks which has been launched
by Coca Cola in 1988. The drinks historically compete with Gatorade, the Pepsi
& Co brand. In 2007, Coca-Cola announced the acquisition of Glacéau, a
maker of flavored vitamin-enhanced drinks, VitaminWater, and Burn energy
drinks, for $4.1 billion.
In 2014, the
group acquired some shares in Monster Beverage for $2.15 billion with an option
to increase them, as part of a long-term strategic partnership that includes distribution
and marketing alliance, and product line swap. In fact, Burn energy and Monster
have to be well manage in order to avoid competing themselves, thus it had to
be done by repositioning the lines of product and the promotion strategy to
cover a higher range of customer and do not overshadow one another.
It is also interesting,
by going further, to mention that SmartWater a recently introduced drink from
Coca-Cola/Glacéau that has the duty to take place has an enhanced-water. This
goes in the line of the value-added drinks to improve body conditions except
the fact that it is not a flavoured beverage. This new product shows the
growing trend and interest towards this kind of drinks a the increase fight to
catch market opportunities and customers thirsty to get healthier and more
efficient in their daily life and while doing sport.
Yoann Quardel
Yoann Quardel
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