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

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

Published Date: November 2007

Published By: Datamonitor

Page Count: 6

Order Code: R313-27652

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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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