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Welcome!

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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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 p...
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The new strategy for Gatorade

Nowadays, even if Gatorade win a huge market share in sport drink market, they have to identify the new strategy in future because of threat from new competitors such as Bodyarmor which is acquired by Coca-cola. Therefore, there are some strategies suggestion in their future development. 1. Redefine Hydration Leadership The master brand, Gatorade, needed to be re-positioned back to its foundation in hydration. To reclaim its leadership of the hydration space, it needed to move beyond “thirst quenching” to “performance hydration.”  As part of its bid to reclaim leadership in hydration among competitive athletes, Gatorade launched G-Series – Prime, Perform, and Recover. This transformed the brand from a generic all-athletic-occasion drink that came in different flavors to a packaged solution covering specific athletic occasions with tailored nutrition ingredients, thus opening the doors to the sports fuel market. 2.Elevate the Brand from Hydration to Sports Fuel Anch...
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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...
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