Energy Drinks Market

1705 Words Nov 2nd, 2008 7 Pages
The objectives of this report are to identify how the Energy Drink market is segmented according to demographic, geographic, psychographic and behavioral variables. The Energy Drink industry which is dominated by Red Bull and V energy drinks is worth 151 million dollars and is growing by 47% per year. Energy drinks is the fastest growing category in the soft drink market. I have chosen three different companies in this report to analysis which segments they target, Powerade, Red Bull and Coca Cola. Red Bull is the market leader in energy drinks and Coca Cola which is very good at mass marketing has fallen behind and needs to adopt new and exciting marketing techniques to appeal to the younger demographic. I have also selected
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Red Bull/ Powerade/ Coca Cola

Red Bull
Red Bull targets generation y. High School and university students trying to cope with study. Also red bull mainly targets male with its original product, On the Red bull website there is two whole sections that specialize in extreme sports and motorsports. This shows that Red bull targets males in generation Y and also in generation X. Red Bull sponsor extreme sporting events such as air racing. Also Red Bull targets segments of the population that have little time and often need a refreshing drink that gives them energy.

Red Bull also caters for the health conscience individual and females by producing a low sugar energy drink. This drink which is called Red Bull sugar free comes in a light blue can that would target the female population. Red Bull also target long distance driver, this can be seen when you walk into any petrol station by the size and amount of advertising.

Powerade have four different kinds of products, they have Powerade Energy Edge, which is designed for pre-sports, Powerade Isotonic which is best for during sports or any time during the day, Powerade Recovery which is formulated for after sports because of the protein contained in the beverage. Powerade also make a powder that can be made into a Powerade sports drink after water is added. This powder targets the money conscience individual that would rather make it in bulk to save. It
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