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Lucozade And Red Bull Case Study: Repositioning Energy Drinks To Meet Consumers' Needs

Published by: Datamonitor

Published: Nov. 8, 2007 - 6 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
Demand for energy drinks increases
Consumers have greater need for energy in the modern age
Energy drinks cite health benefits in the face of competition from natural products
Lucozade becomes a daily product
The Lucozade brand has diversified
The Lucozade Sport range is formulated for athletes
Red Bull moves from night clubs to sports
Red Bull started out in Austria before rapid global expansion
Buzz marketing is integral to Red Bull's success
Sponsorship of extreme sports changes perception of Red Bull
Red Bull launches sugar free variant
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
List of Figures
Figure 1: Energy drink market sales growth, CAGR: 2000 to 2010
Figure 2: Lucozade Energy - a variety of flavors designed for everyday use
Figure 3: The Lucozade Sport range
Figure 4: Red Bull branded vehicles are used to spread the word
Figure 5: Red Bull looks to improve sales through a perceived healthier variant


Abstract

Introduction

This report on Red Bull and Lucozade forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the energy drinks have changed their stance in marketing, away from the image as a nightclub mixer, promoting the benefits of their products through everyday use.

Scope



Highlights



Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market


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