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

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

Product Type: Market Research Report
Published by: Datamonitor
Published: November 2007
Product Code: R313-27652

Description

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

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

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