How The Energy Drink Industry - 1328 Words

For any product to be successfully marketed the company must first understand the environment in which they will be marketing their product. Companies must market their products in a way that draws in consumers to purchase them. The energy drink industry was able to do this by making people feel that they need this product in order to make it through their busy schedules. They not only marketed the product to college students, young parents, busy professionals, but also to athletes. This paper will talk about how the energy drink industry was able to adapt to their environment and market their product throughout economic changes and lifestyles using core competencies. â€Å"Core competencies are the combination of pooled knowledge and technical capacities that allow a business to be competitive in the marketplace. Theoretically, a core competency should allow a company to expand into new end markets as well as provide a significant benefit to customers† (Core, 2016, p. 1). In the sales industry, products may be popular one day and lose their popularity the next. Because of this, phenomena and how things are forgotten and trends loss there appeal marketers must find new ways use their core competencies to make their products popular. It is important for these marketers to determine how to make energy drinks fashionable while competing with other vendors who are trying to distribute their own brand of energy drinks. History Red bull has been around since the early 1970Show MoreRelatedThe Energy Drink Industry Must Have A Swot Analysis934 Words   |  4 PagesThe energy drink industry must have a SWOT Analysis just like any other industry in order to assess the market before entering. The strengths in the energy drink industry are its â€Å"quick fix† for consumers; their products serve as a quick burst of energy for their target consumers of people on the go. Other strengths include the high brand awareness and relative attractiveness in the industry. Everyone knows what energy drinks are and the purpose they serve so companies in this industry do not haveRead MoreHistory Of Energy Drink Consumption On Australia1632 Words   |  7 Pages1. History of Energy Drink consumption in Australia: An energy drink is a popular non-alcoholic drink that includes caffeine and may contain other ingredients such as taurine and B vitamins, ginseng and guarana. In Australia, a 250ml can of an energy drink contains 80mg of caffeine, which is equivalent to the amount of caffeine in a 250mL cup of instant coffee. Every energy drink sold in Australia must include a list of ingredients on the can or bottle. The labels include nutritional informationRead MoreSwot Analysis Of Energy Drink Industry918 Words   |  4 PagesSWOT on Energy Drink Industry The energy drink industry is a fairly new, and very profitable industry. The industry has many strengths such as not having many large names, growing at a decent rate and not being very closely monitored by the government. However, along with the strengths, the industry does have its weakness and threats. One great threat is the drastic change that may have to occur if the government ever steps in to regulate what goes into the products. The industry also is stronglyRead MoreA Short Note On The Energy Drink Industry1337 Words   |  6 PagesThe energy drink industry is a fairly new market, with the top products being little under 30 years old. There are several strengths, weaknesses, opportunities and threats in the sector that are unique to this particular industry. Through a SWOT analysis, I will analyze this markets’ main components. The strengths of energy drinks are the specific branding, low rivalry, mainstream products, low pricing points, and powerful sponsorships. Each energy drink producer has a specific brand that they haveRead MoreThe Energy Drink Industry : Red Bull Gmbh1193 Words   |  5 Pagesowned by an Austrian drink company, Red Bull GmbH. Red Bull was founded by International Marketing Director, Dietrich Mateschitz, in the mid 1980’s, who partnered with Thai manufacturer, Chaleo Yoovidhya, who had been selling his caffeinated beverage (KratingDaeng) in Thailand since 1976. Originally selling at $2.19 per 8 ounce can, Red Bull was marketed in the United States as an alternative to soft drinks created by Pepsi and Coca-Cola. Not only did people find this drink an excellent alternativeRead MoreA Short Note On The Energy Drink Industry996 Words   |  4 Pages Energy drinks are part of the broader soft drink category, which includes carbonated beverages, fruit and vegetable juices, bottle wa ter, sports drinks, beverages concentrates, ready-to-drink tea, and ready-to-drink coffee (Fontinelle). Because there are so many companies competing for the top spot for the best energy drink, it is hard for small and new companies to compete. There are challengers amongst competitors as far as distribution, obtaining shelf space, and offering something unique fromRead MoreAlternative Beverages As A Competitive Global Market1227 Words   |  5 Pageshave evolves into what is known to most as energy drinks, sport drinks and vitamin drinks. The international market has expanded and so have the sales of these products. The market has continued to change through brands and differentiation from each other over the years. The recognition of the brands and growth are significant as demands for the alternative beverages increase. Product innovation is one of the market’s drivers of change in this industry. It is said to be one of the most importantRead MoreRed Bulls Marketing Strategies1380 Words   |  6 PagesStrengths: Red Bull’s marketing strategies focused primarily on selling their energy drinks to young consumers, and extreme sports athletes. Adolescent and young adult consumers are often risk takers and are willing to consume anything that will make them feel alive and energized. â€Å"To build brand image, Mateschitz used grassroots sales tactics that got college students and night clubbers to roll over in sweet surrender, like puppies awaiting chest rubs† (Lidz). Red Bull’s sports event marketingRead MoreCoca Cola Paper1288 Words   |  6 Pagescertain regions such as Bonaqua sparkling water for the Europe region, Georgia ready to drink coffee in Japan, and Hugo fruit and mile protein drinks in Latin America. Coca-Cola is indeed one of the world’s largest and vast developing beverage companies. In this case study analysis I will evaluate Coca-Cola industry competition, macro-environmental strategies, success factors and drivers of changes and industry dynamics. Competition Coca-Cola had over 3000 beverage products and had about 500 brandsRead MoreThe Energy Drink Industry Is A Growing Market With A Large Consumer Base936 Words   |  4 PagesStrengths: The energy drink industry is a growing market with a large consumer base with the ability to profit tremendously with a loyal customer base. Energy drinks have a marketing strategy that stresses the increase in human performance. The examination incorporates brands that are marked as either refreshments or dietary supplements which is easy to market to those who are physically active whether its exercising or engaging in sports. According to Mintel reports, the total retail sales of energy drinks