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Source: Quickmeme
Did you ever wonder why athletes were drinking those weirdo drinks with bright colors during a competition ?
Is it useful ? What are the ingredients ? Are they different ?

We did, and that is why we created this blog.

What is interesting here, is that this industry seems to be marketing-driven rather than product-driven.

Day by day, we will try go deeper into sport drink brands strategies. 

If you are following us and reading our articles, we are pretty sure that you will get more insights!



Mai, Yoann, Jiali, Lingyu & Lucie

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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...
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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 ...
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Coca-Cola Company strategically positioned to touch maximum consumers

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 so...
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