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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 posit
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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 dist
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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
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