for the global and U.S. beverage industry macro-environment are market growth rate, market size, segmentation and scope of rivalry. Economic characteristics of alternative beverage segment differ from other beverage categories in several ways. The market size for alternative beverage was $40.2 billion globally and $17 billion in the United States, while the market size for other beverages was $ 1,548.3 and $28.9 billion globally. Market growth rate for alternative beverages between 2005 and 2009 was
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470 Case 5 – Competition in Energy Drinks, Sports Drinks, and Vitamin-Enhanced Beverages Porter’s five-forces model reveals that the overall alternative beverage industry attractiveness is high. Some beverage companies, such as PepsiCo and Coca-Cola, have mastered the art of brand building in the alternative beverage market and have been rewarded with rapid growth rates. The rising population of health conscious consumers is increasingly leaning towards alternative beverages that are believed
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VITAMIN WATER VITAMIN WATER VITAMIN WATER VITAMIN WATER Executive Summary Executive Summary Group Members: Faizan Makhdoom Sarah Waheed Rutba Gabool Mehak Masood Group Members: Faizan Makhdoom Sarah Waheed Rutba Gabool Mehak Masood VITAMIN WATER Executive Summary This term report is a compilation of our research based on a lengthy interview taken from the Brand and Category Managers of Vitamin Water by Searle. In this report we explored factors that have led the brand
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What is competition like in the alternative beverage industry? Which of the five competitive forces is strongest? Which is weakest? What competitive forces seem to have the greatest effect on industry attractiveness and the potential profitability of new entrants? Since the recession in 2008 in the U.S., the alternative beverage industry has been negatively influenced. Consumers then realized the high price of soft drinks, which made the sales dropped every year. Sociologically, consumers are concerned
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1. Executive Summary 05 2. Current Situation - Market analysis 06 2.1. Market Definition 2.2. Market Size 2.3. Market Segmentation 2.4. Competition Direct Competitor Indirect Competitor Competition and market share Competitors’ strengths and weaknesses • Market trends 3. PESTEL Analysis 14 • Economy • Politico-legal • Demographic • Technology • Ecological (Natural) • Sociocultural 4. SWOT Analysis 17 • Strengths • Weaknesses • Threats
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Dr Pepper Snapple Group, Inc. Energy Beverages Author: Ravi Sockalingam, PhD Dr Pepper Snapple Group, Inc.’s brand manager Andrew Barker was tasked with recommending the company’s top management if it should decide to introduce a new branded product into the energy beverage market. A brief overview of the company’s position Dr Pepper Snapple Group, Inc. maintains a well-entrenched position in the flavored carbonated soft drink (CSD) market. In 2007 he held a market share of the US CSD
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Product Analysis: Monster Energy Drink | Bill ClymerWednesday August 14, 2013Written by: Maira Khalid | PART A Situation Analysis Monster Beverage Corporation The Hansen Beverage company (recently changing their name to Monster Beverage Corporation on January 5th of 2012), was a family owned and operated company in the 1930’s, selling freshly squeezed juices to local film studios. In the 1970’s, one of the Hansen brothers decided to transition their beverage business into marketing
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DATE Professor Pepsi B Energy Marketing Plan: Phase One Pepsi is performing a marketing control of their recent release of the Pepsi Diet Slim can, evaluating the successes and the failures of product. Based on the market successes of the Pepsi Diet Slim can, Pepsi is planning to develop a sugarcane-based Pepsi energy drink consisting of vitamin B12 and other B vitamins. This new product is packaged in a format similar to the Pepsi Diet Slim
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the profits generate from. The main competitors in the sports, energy, and health nutrition industry are The Coca-Cola Company, Energy Brands Inc. and Red Bull GmbH. The leading competitor of Gatorade is PowerAde which is owned by the Coca-Cola Company. The target market for PowerAde is essentially the same market for Gatorade. Perhaps one of PowerAde’s biggest strengths is that it is owned by Coca-Cola which is the world’s largest beverage distributor. Although the products seem to be alike they
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Energy Drinks: An Assessment of Their Market Size, Consumer Demographics, Ingredient Profile, Functionality, and Regulations in the United States M.A. Heckman, K. Sherry, and E. Gonzalez de Mejia ABSTRACT: The consumption of energy drinks is rapidly increasing, as demonstrated by their large market growth. The targeted demographic group is teenagers, young adults, 18 to 34 y old; although expansion into nontraditional markets is also occurring. It is claimed that energy drinks can offer an increased
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