Raise your Can

If you have time walking around Auchan, Carrefour or any supermarket in Paris finding some kinds of sports drinks, the only brand you may see is Powerade, a product from Coca-Cola. Where are Gatorade, VitaminWater, PocariSweat, and the other competitors? Is this the selective distribution strategy of Pepsi (the mother company of Gatorade) or it's just because Coke has overpowered Pepsi in the French market? Standing in a specific zone in a supermarket, you can easily see that some brands really dominate the shelf while some others only take a small space. This arrangement partly depends on a rule in distribution, the rule of “fair share ". Base on this rule, brands which have more market share can take equivalent space in the shelves. For example, in Auchan, if you see more products of P&G than Unilever, it means P&G are winning bigger market share than Unilever. Is the story the same with sports drink industry? Let's get back to talk about how main ...

In  North American energy drink market, another big market player is arouse up, its market share reached 39% in 2014, which is almost approaching market share of Red Bull (approximately 43%）. By 2015, Monster's share of the US market has reached 52.8%, surpassed Red Bull. Monster has became the leader which belongs to Red bull before. and then they moved their step to China. The monster has been determined to be the brand name of “Magic Claw”in Chinese market. It's the first step which has some benefits with a localization name. It has entered China in September 2016 and the products have appeared in supermarket  in some cities such as Beijing and Shanghai. According to Nielsen's annual data, sales of energy drink market in China increased by 6.9% in 2015. And the contribution from new products reached 90% ,which means the Chinese energy drink market is rapid growing period. By leveraging of the  distribution channels of Coca-Cola, the mon...

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 con...

http://finance.sina.com.cn/wm/2018-07-31/doc-ihhacrce1119937.shtml Sports drinks are developing rapidly in the Chinese market, but in order to continue to occupy the beverage market, the following problems need to be overcome: 1. Brand products are not targeted Most of the sports drinks in the Chinese market are mainly supplemented with energy, vitamin supplements and anti-fatigue. These brands lack a systematic situation for a certain sports group during the whole exercise process, which is the demand for products. Degree has an impact. At present, there are many brands of sports drinks in China, and the functions are mostly similar. Therefore, when consumers choose functional beverages, they will choose blindly according to the taste or the premise of the product, thus affecting the sales volume of the products. 1b. Strengthen publicity to raise people's consumption concept of sports drinks The development of China's sports beverage market is still n...

It must be underline and attribute to the energy drink producers the importance of their implication into the sport world. Several domains, in particular extreme sports and mechanic sports owes a lot to these crucial sponsors. As seen at the previous Olympic games, those sports meet an increasing enthusiastic public which moves from the traditional famous sports to the new which offers thrills (freestyle, snowboard…). The strengths of those brands were to succeed to target young people which is actually harder to reach through the traditional channels. This assessment can also be applied for the e-sport, the growing and highly potential domain regrouping video games competitions, where the companies have primordial access to a population which tend to be disconnected from tv. The major raising issue is that the high implementation of those energy drink companies into the sport area targeting the youth is the message provided by the marketing. Those products are not adapt...

It is great to write about sport drinks but it is even greater to write about sport drinks after drinking one. As stated by Powerade : "to avoid dehydration and get the most out of yourself and out of your sports drink, you should drink before, during, and after sport." So, that is what I did. Before getting to the gym, I tested my Powerade Cherry at home. First impression: it is artificial, I hate the taste. My first reflex was to drink a full glass of water right after. But I was really intrigued so I went to the gym with my bottle in my bag. Once at the gym, I get on the treadmill and start running with my Powerade in front of me. I strived to drink the half bottle during my 40 minutes running. It may have been psychological, but I felt powerfull, like if my body was more than ready to run like a champion. I have to admit that I felt under pressure with people around me. I was saying to myself "Ok Lucie, stay focused, you have a bottle of Powerade in fr...