Raise your Can

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...

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...

Even if we blur their names, we would all be able to recognize a Coca-Cola, Fanta or Ice-Tea Bottle in a supermarket. Different color codes but also different shapes.  Well, for sports drinks, it's quite the same game! Each brand is trying to succeed, and to attract new consumers, by being different, attractive, meaningful and focusing on their packaging! I took a closer look at three famous brands in the industry:  VitaminWater, Powerade and Isostar. Believe me, the three stand out at 10 meters! Let’s start with the most fun: Vitaminwater. Source : James Wakefield Bright colors, ordinary bottle shapes and original labeling. Red, pink, orange, yellow, green, blue, white, purple, burgundy ... there is a color for everyone! A first particularity is that to design each of its products, the brand has given real name to each drink. Unlike its competitors which simply use the taste of the product as a name, VitaminWater has "Focus" "Essential...

The global sports beverage market is expected to reach 28.05 billion in 2018, with a compound annual growth rate of 8.6% expected during the forecast period. Sports drink refers to a product that helps athletes replenish electrolytes with water instead of water before and after exercise. They are born for sports and help athletes improve their athletic performance. Gatorade is well known as a sports brand under Pepsi Company, and Gatorade has been a leader in sports drinks for more than 10 years worldwide. With more than a decade of international marketing and the popularity of sports drinks, Gatorade has achieved great success in the global sports beverage market, with Gatorade's market share of 77% in the US sports beverage market. In the Asian market, Gatorade also has a market share of nearly 70%.  on the other hand, the second biggest player is Powerade which only occupied around 18% market share in world-wide. Therefore, Gatorade owns such tremendous advantage such a...

Before getting into some brand details, let me explain you how I discovered the brand Heroic Sport. It is quite a funny story ! A few days ago, i was watching a football match between Paris Saint-Germain and Liverpool. As a PSG team fan plus, a millennial, one of my post match ritual is to check all Instagram accounts related to PSG. So I started to stalk different team players, including those on the team bench. And here comes the turn of Lassana Diarra! To be honest, I did not know a lot, if nothing at all about him. Well, I knew at least that he plays in the French Football Team. As you can imagine, it is almost mandatory to know all French team player names in 2018, even those who were not in Russia. Let's go back to the point! I saw on one of his post some sport drink bottles. Naturally, since I contribuate to this blog, my interest in this kind of drink has tripled. So I clicked on the page @heroicsportdrinks mentioned in the caption. Here it started to be very intere...

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...

According to ACNielsen's data analysis, sport drinks companies define the target consumer population mainly in the 15-34 age group, which accounts for 63.9% of the total population, especially for consumers aged 25-34. The higher the attention given is. More importantly, most of its consumers are characterized by mental work: mental workers account for 70% of the total proportion, and manual workers only account for 29.3%. As a result, companies typically focus their marketing efforts on professionals and students. Especially for the professionals, it is the most valuable consumer group for the enterprise, and it must also be the consumer group of the high-end brand. At the same time, although the words “sports people” often appear in the description of the target consumers, the positioning is too broad and they have not become the main consumers of functional beverages. On the contrary, because some enterprises have explicitly proposed the “replenishment of water” after...