Firefly case study: creating an ethical functional drink brand

Published by: Datamonitor

Published: Jan. 29, 2009 - 7 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

Analysis

Functional drinks have traditionally had a bad reputation in health circles

Synthetic ingredients such as sugar,caffeine and taurine are favored by most mainstream energy drinks

Firefly aimed to provide healthier functional drinks at its formation

Firefly looks to portray an ethical image for the company

Ingredient sourcing is clearly detailed on Firefly's website

Firefly has diversified into the enhanced water category and expanded overseas

The benefits of drinking water are widely known and this served to fuel growth in the bottled water market

Bottled water has fallen from favor with many consumers

Enhanced water offers a more favorable option than bottled water for many consumers

Firefly has added some enhanced water variants to its product portfolio

Firefly has successfully expanded internationally

The 'credit crunch' will bring new challenges for Firefly

Tough economic conditions will lead to a complex change in consumers' spending patterns,but health will not be abandoned

The recession is expected to have some negative impact on soft drinks market

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: The growth of various sectors of the soft drinks market,2002-2007

List of Figures

Figure 1: Firefly launched its first drinks in the UK in 2003

Figure 2: Firefly's environmental values are displayed openly on the website and include both good and bad aspects of the company

Figure 3: Detailed ingredient information is readily available on Firefly's website

Figure 4: Two Firefly Water drinks were introduced by the company in 2008

Abstract

• 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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