Aquarius and Revive 7Up- Sport drink for Asian market

The United State may be the biggest market for sport drink, however, Asian is truly the most potential market. Not a single big giant company want to ignore this “big cake Asian”. However, the Asian market is remarkably fragmented, with different level of development in different regions, and each region or area has distinctive characteristics. That’s why every big brand often decides to create a new product in a particular sector for Asian market, to adapt to local culture, insight and behaviour. Sport drink sector is not an exception.

Despite the dominance of PepsiCo’s Gatorade and Coca-Cola’s Powerade in the US, in Southeast Asia, people are not familiar with those brands. Therefore, Coke made the first move. In 1983, to battle with a local brand called Pocari Sweat in the Japanese market, Coke introduced Aquarius as a grapefruit-flavoured sport drink. Aquarius, very quickly, have become the most favourite sport drink in Japan. To replicate this success, Coke continues to bring Aquarius to South East Asia, starting with Thailand, after that Vietnam and the other countries. Aquarius’s also a good player at doing event sponsorship. It was the official drink of the 1992 Summer Olympics in Barcelona, 2008 Summer Olympics in Beijing, and 2016 Summer Olympics in Rio de Janeiro, and it is also going to be the official drink for 2020 Summer Olympics.

Not only Coca-Cola created different products for a particular market, PepsiCo also implemented that strategy to increase their brand awareness in the competitive local market. Revive 7Up was first launched in India and marketed as a hydrotonic (one type of sport drink). The flavour is adapted to the local taste. Then, Pepsi also brought Revive 7Up to Southeast Asia countries such as Thailand and Vietnam. This water is welcomed by people from countries that normally have really hot weather all year around.

Most of these sport drink brands used the sport sponsorship as approaches to their targeted audiences. Every year, those brands not only sponsor for official big sport events in national, regional and international scales, but also hold some sport events themselves to build and nurture their brand community. They also prefer to use local celebrities to bring their images closer to massive audiences.

- Mai Do Quynh -

Commentaires

Posts les plus consultés de ce blog

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 ...

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...

Raise your Can

Rechercher dans ce blog