7/25/2019 Industry Analysis GRP-4(Light Background)
1/141
Industry
AnalysisOnBeverage
Industry
PRESENTEDBY:- Group 4
Abhilipsa Panda-1406260002Ayush Khedaria-1406260009Priya Jaisal- 14062600!6R"una# Sin$h Salu%a-14062600&Siddhar'h (ahapa'ra-
1406260064
An)h"r*a)ul'y+-
Pr"*, S, K,isal
7/25/2019 Industry Analysis GRP-4(Light Background)
2/141
Plan Of Presentation
7/25/2019 Industry Analysis GRP-4(Light Background)
3/141
.NTD,
7/25/2019 Industry Analysis GRP-4(Light Background)
4/141
What is beverage???
BEVERAGE is a drink specifically
prepared for human consumption.
All kind of liquid except water are
called beverae.
beverae althouh consit some
percentae of water in it.
7/25/2019 Industry Analysis GRP-4(Light Background)
5/141
is'"ry "* be3era$e indus'ry
People congregated at the local soda fountain in the late 1880s, satat ornate fountains and ordered a fizz-bubbling beverage in a glass.
Later on part of the fun of drinking a bottled carbonated beverage
was the ecite!ent of opening the bottle. "hether #ou pushed thestopper in, or snapped loose the cla!p, #ou didn$t know whether thecontents would open with a %pop% and then foa!, spurt, gush, fizzleor la# li!p within.
<hough !an# were entering the bottling trade, soft drink
production was still considered a seasonal business, with activit#centered during the war!er !onths.
'oft drink sales epansion was also li!ited in the earl# 1(00s b# theli!ited nu!ber of available outlets and the consu!er$s restricted!obilit#.
7/25/2019 Industry Analysis GRP-4(Light Background)
6/141
."n'd
)ottlers could onl# !ake their products available wherepeople congregated, and that often !eant delivering
beverages b# wagon to the general store, town picnic orchurch social.
*bviousl#, the develop!ent of the !otor car and truckhad a profound i!pact on the pattern of beverage
consu!ption. +he auto!obile !ade a trip to the corner grocer# a!ore freuent event and also created the %roadsidestand% as a place to stop for a cold bottle of sodas.
7/25/2019 Industry Analysis GRP-4(Light Background)
7/141
3er3ie "* e3era$eindus'ry
+he beverage industr# in ndia occupies '/ 0 !illion!arket in the '/ 2.3 billion food processing industr# inndia
+he !a4or sectors in beverage industr# in ndia are tea andcoffee which are not onl# sold heavil# in the do!estic!arket but are also eported to a range of leading overseas!arkets.
&!ong the hot beverages !anufactured in ndia, tea is the!ost do!inant beverage that is ruling both the do!esticand international !arket even toda#.
+he suppl# of tea and coffee is insur!ountable in the ndianbeverage industr#.
7/25/2019 Industry Analysis GRP-4(Light Background)
8/141
."n'd
+he taste factor in tea varies according to the taste of individualsin different countries and the beverage co!panies in ndia!anufacture the products in accordance with the taste of the
individuals. +he soft drink !arket such as carbonated beverages and 4uices
constitutes around '/ 1 billion producing 85 !illion crates per#ear.
Pepsi and 6oca cola are the two leading brands in the ndian
!arket. +he !ineral water !arket in ndia is a '/ 30 !illion industr#
and produces 23 !illion crates. &round 5.( !illion crates isusuall# consu!ed each !onth but it rises to 3. !illion crates inthe peak season.
7/25/2019 Industry Analysis GRP-4(Light Background)
9/141
e3era$e ."/panies inndia
7ruit 4uices, pulp and concentrates, and sauces or ketchupsare doing ver# well in the beverage !arket in ndia for thepast few #ears.
arious !ilk products, health beverages, beer, and countr#liuors have also been contributing largel# in the risingde!and of beverages in ndia.
+he leading beverage co!panies in ndia are also eporting
various products especiall# tea and coffee to the international!arkets ever# #ear.
+ea and coffee have registered an ecellent growth in thendian beverage !arket as these are the !ost preferreddrinks purchased ecessivel# around the world.
7/25/2019 Industry Analysis GRP-4(Light Background)
10/141
."n'd
&!ong all the leading beverage co!panies in ndia,6oca cola has accounted for a thriving growth since itsinception. t occupies around 20 percent of thecarbonated drink sector in the ndian beverage industr#.
¬her predo!inant brand in beverages is 9estle ndiaLi!ited which occupies 21.83 percent of the total 9estle'.&. 'witzerland. +he 9estle products are hugel#
eported to :ussia apart fro! selling in the do!estic!arket.
7/25/2019 Industry Analysis GRP-4(Light Background)
11/141
!A""I#IA$IO%
7/25/2019 Industry Analysis GRP-4(Light Background)
12/141
$YP&" O# B&'&(AG&
!ilk"A!#$% &mfed'
(ea"(A(A (ea% Brooke Bond% etc'
)offee"*escafe% Bru% etc'
Alcohol"+ack ,aniels% Black ,o% Bacardi% etc'
-ater"Aquafina% Bisleri% Blue% etc'
+uice"(ropicana% Real% etc'
Energy Drink(Red Bull, Monster, Gatorade, etc) oft drinks"/anta% 0up% (humbs up. etc'
1ealth beverae "1orlicks%Bournvita etc'
&thers2 lassi % sodas % etc.
7/25/2019 Industry Analysis GRP-4(Light Background)
13/141
Key players "* be3era$eindus'ry
PepsiCo
Coca-cola
Nestle
Red Bull Gmbh
Tata tea UB Group
SABMiller India
Sula Wines
Godre !ershe" #oods
Amul
Wood$ord reser%e
&r'anic (alle"
Snapple
)r* Pepper Snapple 'roup
+ones soda
7/25/2019 Industry Analysis GRP-4(Light Background)
14/141
7/25/2019 Industry Analysis GRP-4(Light Background)
15/141
Sales
7/25/2019 Industry Analysis GRP-4(Light Background)
16/141
Distribution Channel
;anufacturer
&gents
"holesalers :etailers
6onsu!ers
7/25/2019 Industry Analysis GRP-4(Light Background)
17/141
S5T ANA7SS 8EERA:E ND;STR7
"erves basi) )onsu*erneeds!o+ )ost!arge and gro+ing
*ar,etAvailable in dierent.avors
Old te)hnologiesand poor +or,ing)onditions/
Wea, (01
I*port pro)eduresare slo+,
o*panies are in)reasinglyoutsour)ing logisti)s to)on)entrate on*anufa)turing and*ar,eting/
$he gro+ing seg*ents inIndia )ould oer good
$he biggest threatfa)ing by beverage*anufa)turers +or,ingin India is *isbranding2
+hi)h *isleads third
7/25/2019 Industry Analysis GRP-4(Light Background)
18/141
3 a5or Players ofBeverage Industry In
India/
7/25/2019 Industry Analysis GRP-4(Light Background)
19/141
7/25/2019 Industry Analysis GRP-4(Light Background)
20/141
7/25/2019 Industry Analysis GRP-4(Light Background)
21/141
7/25/2019 Industry Analysis GRP-4(Light Background)
22/141
7/25/2019 Industry Analysis GRP-4(Light Background)
23/141
7/25/2019 Industry Analysis GRP-4(Light Background)
24/141
;R SE:(ENT
ENER:7 DRNK
7/25/2019 Industry Analysis GRP-4(Light Background)
25/141
! /ain players in ener$ydrin# se$/en'
(ed
Bull
onster Gatorad
e
7/25/2019 Industry Analysis GRP-4(Light Background)
26/141
7/25/2019 Industry Analysis GRP-4(Light Background)
27/141
.(PAN7 PR8E
Compan" - Red Bull Gmb!
&,ned b"-&ustrian business!an and for!erProcter < =a!ble !arketing !anager)ietrich Mateschit *
T"pe - Private
#ounded - &ustria >1(85?
Product@ Anerg# /rink.
Website- www.redbull.co!
7/25/2019 Industry Analysis GRP-4(Light Background)
28/141
is'"ry
This drin. had alread" been in e/istence under
the thai name 0Krating Daeng which !eans :ed
)ull. 7irstl# the product was available onl# in &ustria for
first 7ive #ears . &fter that it was introduced in 3!arkets including western < Aastern Aurope, 'outh
&frica and 9ew Bealand b# 1((C. +oda# :ed )ull is available in !ore than 12C
6ountries.
7/25/2019 Industry Analysis GRP-4(Light Background)
29/141
")a'i"n
ain Headquarter
Red Bull Gmb!
7uschl a! 'ee, 'alzburg,&ustria.
Indian Headquarter
ndian Headquarter
R1) BU22 IN)IA P(T* 2T)
1st 7loor ) "ing&triu!, Danakia 'paces, 6hakala, &ndheri Durla :oad
&ndheri >A?;u!bai 50003(
7/25/2019 Industry Analysis GRP-4(Light Background)
30/141
6ey Personnel
Mana'in' )irector Cum #ounder-/ietrich;ateschitz
Partner-6haelo Eoovidh#aSi'nin' Authorit" 3- :udolf +heierl "alter )achinger /r. olker iechtbauer /r. :oland 6oncin /r. ;anfred FGckel
7/25/2019 Industry Analysis GRP-4(Light Background)
31/141
I""IO%
7/25/2019 Industry Analysis GRP-4(Light Background)
32/141
'I"IO%
PeopleH )e a great place to work where peopleare inspired to be the best the# can be.
Port$olioH )ring to the world a portfolio of ualit#
)everage that anticipate and satisf# people$sdesire and needs PartnersH 9urture a winning network of custo!ers
and suppliers, together we create !utual, enduringvalue.
Pro$itH ;ai!ize long-ter! return to share ownerswhile being !indful of our overall responsibilities
Producti%it"H )e a highl# effective, lean and fast-!oving organization.
7/25/2019 Industry Analysis GRP-4(Light Background)
33/141
l"$"
pun)hline
7/25/2019 Industry Analysis GRP-4(Light Background)
34/141
A(6&$I%G I7 O#(&B8!!
P:*/6+
P:6A PL&6A
P:*;*+*9
7/25/2019 Industry Analysis GRP-4(Light Background)
35/141
P(O18$
:ed )ull can be called as a pioneer in the energ#drink categor# worldwide.
n ndia too, :ed )ull was the brand that createdthe energ# drink categor#.
+he brand ca!e to ndia in 00. <hough thebrand has been keeping a low profile co!pared to
the 6ola !a4ors , :ed )ull has created a categor#of energ# drinks in the ndian !arket.
7/25/2019 Industry Analysis GRP-4(Light Background)
36/141
P(O18$ !I%&
Core red bull products3-:ed )ull *riginal:ed )ull Anerg# 'hot:ed )ull 'ugar free
:ed )ull +otal zero:ed )ull 6ola
2imited 1dition3-:ed Adition)lue Adition'ilver Adition
Li!e Adition71 Adition
2atest 1dition3-
+otal Bero *range Adition+otal Bero 6herr# Adition:ed )ull 'u!!er Adition
7/25/2019 Industry Analysis GRP-4(Light Background)
37/141
OP&$I$O("
BIGG1ST C&MP1TIT&RS3-
4* Monstert holds second position in the !arket and is giving tough co!petition to :ed )ull.)iggest variet# of products available in the !arket.
80I of total sales in ' !arket.Presence in around C0 countries.5* Roc.start holds rd position in the !arket after :ed )ull and ;onster.13 different products.Present in !ore than 8 countries.
6* &thers&!p9os7ull +hrottle, etc.
7/25/2019 Industry Analysis GRP-4(Light Background)
38/141
P(I&
Pre*iu*Pri)ing
"trategy
9; greaterthan the *ost
e
7/25/2019 Industry Analysis GRP-4(Light Background)
39/141
P!A&
JWe dont bring the product to thepeople, we bring people to the product.K
-)ietrich Mateschit
7/25/2019 Industry Analysis GRP-4(Light Background)
40/141
1I"$(IB8$IO% "$(A$&GY
Intensi%e distribution ai!s to providesaturation coverage of the !arket b# using allavailable outlets such asH
Super markets
Gyms
Coffee HousesH 'tarbucks, 'ubwa#, )arista,6osta 6offee, 6af 6offee /a#
In n Out Convenience Stores.
Pizza Outlets.
7/25/2019 Industry Analysis GRP-4(Light Background)
41/141
P(OO$IO%
J+o ensure accurac# < relevance of the!essage thorough understanding of the
audience%s needs, e!otions < activities isreuired.K
7/25/2019 Industry Analysis GRP-4(Light Background)
42/141
Pro*otional "trategies
"a*plingProgra*
Athlete&ndorser
&vent"ponsorship
Advertise*ent
7/25/2019 Industry Analysis GRP-4(Light Background)
43/141
"a*pling Progra*
Tar$e'in$ pla)eshere pe"ple needs
"r an's ener$ydrin#,
")a'ed a' )"n)er's?par'ies? *es'?
sp"r'in$ e3en's?)a/puses? e'),
ire ener$e'i))"lle$e s'uden's '"
be red bull s'uden'brand /ana$er,
E@uipped i'h Redull branded 3ehi)le
and a))ess"ries,
7/25/2019 Industry Analysis GRP-4(Light Background)
44/141
A$=!&$& &%1O("&(
(a#e Red ull a3ailablea' )"/pe'i'i"n- all"in$
a'hle'es be)"/eau'hen'i) user ,
A'hle'es use Red ull*"r i's s'i/ula'in$ ee)'
)rea'in$ aarenessa/"n$ 'heir audien)e,
Red bull pu' i's l"$" "na'hle'es E@uip/en',
7/25/2019 Industry Analysis GRP-4(Light Background)
45/141
&'&%$ "PO%"O("=IP
."n'r"ls allaspe)'s "* 'he
e3en'
Rein*"r)ed 'he brand
p"si'i"nin$ as anindependen'
s'i/ula'in$ be3era$e
E3en's enhan)ed Redull 3isibili'y
;ni@ue e3en'sa''ra)'s /edia
)"3era$e
7/25/2019 Industry Analysis GRP-4(Light Background)
46/141
A1'&($I"I%G
718 #ACT&RS3-"hat i!age do we want to portra#M
"hat product or service do we want to e!phasizeM
Fow !uch !one# we can spendM
"hen is the right "hat target !arket do we want to reachM
ti!e to advertiseM
&1I8" O#
7/25/2019 Industry Analysis GRP-4(Light Background)
47/141
&1I8" O#A1'&($I"I%G
A- !edia
Print ;edia
*utdoor !edia
'ponsoring
:ed )ull +our )us
7/25/2019 Industry Analysis GRP-4(Light Background)
48/141
&-&1IA
&d 6a!paigns on Pri!e + channels such as 9/+good ti!es, ;+, 6hannel , Boo!, F1, 'tar "orld ines2
5ournals2 et)/
7/25/2019 Industry Analysis GRP-4(Light Background)
50/141
O8$1OO( &1IA
Ads "n
billb"ards?h"ardin$s?
e')
7/25/2019 Industry Analysis GRP-4(Light Background)
51/141
Sp"ns"rin$
:ed bull pro!otes their products through sponsoring
EENTS
ATETES
(;S.ANS
DJs
81 RA.N:TEA(S
KERS
7/25/2019 Industry Analysis GRP-4(Light Background)
52/141
N
7/25/2019 Industry Analysis GRP-4(Light Background)
53/141
7/25/2019 Industry Analysis GRP-4(Light Background)
54/141
(&1 B8!! $O8( B8"
niue concept introduced b# redbull forpro!oting its brand na!e.
7/25/2019 Industry Analysis GRP-4(Light Background)
55/141
.;ST(ER SE:(ENT
:ed )ull basicall# targets those custo!erwhich are in age group of 18-3 #ears.
:ed )ull also tr# to focus on collegestudents.
7/25/2019 Industry Analysis GRP-4(Light Background)
56/141
ANA7SS PART
Redbull has a p"er*ull Narr" pr"du)' line
7/25/2019 Industry Analysis GRP-4(Light Background)
57/141
pbrand,
.a'e$"ry leadership, rand iden'i'yBPre/iu/C, Disrup'i3e /ar#e'in$
s'ra'e$ies, :rea'er /ar#e' share 'han
)"/pe'i'"rs, S'r"n$ dis'ribu'i"n pr")ess, r"ad $e"$raphi) presen)e,
Narr" pr"du)' line,
."n'r"3ersial 'as'e,
Pr"du)' line e'ensi"n,
:r"in$ /ar#e'
se$/en',
E/er$in$ /ar#e's,
eal'h )"n)ern,
."/pe'i'"rs had
sa'ura'ed 'he /ar#e'
i'h sa/e 'ype "*
in$redien' a' a l"er
pri)e,
Pre Deli3ery nspe)'i"n and. E di'
7/25/2019 Industry Analysis GRP-4(Light Background)
58/141
A$e li/i's sh"uld be se' "npur)hasin$,
e$al res'ri)'i"n '" a))ess ne/ar#e's,
Pr"ne '" 'a in)rease based "nheal'h ssues,
P
."nsu/er Ependi'ure , Risin$ disp"sable in)"/es
en)"ura$e pre/iu/ pur)hases(a%"r s"*' drin# /anu*a)'urers
ha3e been a''ra)'ed '" 'he sp"r's
and ener$y drin# /ar#e' par'ly by'he pre/iu/ pri)es 'ha' )urren'lyeis' *"r 'hese pr"du)'s,
Ne$a'i3e eal'h )"n)erns:l"bal ar/in$ n)reasin$ )"nsu/er )"n)ern
ar"und die' and pers"nal heal'h
/pr"3ed /anu*a)'urin$ 'e)hni@ues andpr")ess )"uld lead '" l"er pri)es,
nn"3a'i"n i'hin 'he /ar#e' nepr"du)'s l""#in$ *"r ul'i/a'e han$"3er)ure ,
n'erne' /a#es easier '" rea)h ne
/ar#e's and )"nsu/er /"re eF)ien'ly,
&" $
7/25/2019 Industry Analysis GRP-4(Light Background)
59/141
Porters #ive #or)es
7/25/2019 Industry Analysis GRP-4(Light Background)
60/141
OP&$I$I'&
7/25/2019 Industry Analysis GRP-4(Light Background)
61/141
OP&$I$I'&(I'A!(Y@&1I8
;arket leader.
:ed bull holds C0I of the !arket share of world
wide energ# drink seg!ent.=rowing !arket.
:ed bull avoid to fall in a price war.
ndustr# growth enhance rivalr#.
e.g-;onster, :ockstar, =atorade, )urn, etc
$=(&A$" O# %&W
7/25/2019 Industry Analysis GRP-4(Light Background)
62/141
$=(&A$" O# %&W&%$(A%$"@&1I8
:ed bull is protected b# certain barrier toentr#H
)rand !age, Aperience < :eliabilit#./istribution channels priorit#.
Acono!ies of scale.
Figh invest!ent needed.
$=(&A$" O#
7/25/2019 Industry Analysis GRP-4(Light Background)
63/141
$=(&A$" O#"8B"$I$8$&"@=IG=
9on- caffeinated energ# drinks.
*rganic energ# drinks.
9ew substitute$s products !a# have lowprice.
"8PP!I&(" BA(GAI%I%G
7/25/2019 Industry Analysis GRP-4(Light Background)
64/141
"8PP!I&(" BA(GAI%I%GPOW&(@!OW
'i!ple ingredients>caffeine, taurine,vita!in ), sucrose and glucose?.
B8Y&(" BA(GAI%I%G
7/25/2019 Industry Analysis GRP-4(Light Background)
65/141
B8Y&(" BA(GAI%I%GPOW&(@!OW
)EA:' &:A 9*+ P:6A 'A9'+A.
7/25/2019 Industry Analysis GRP-4(Light Background)
66/141
$O$A! A%" "O!1
+his below statistic presents the nu!ber of :ed )ullcans sold worldwide fro! 011 to 01.
n 011, about 5,08 !illion cans were soldthroughout the world. 7ro! 011 to 01 :ed )ull%sglobal can sales increased b# 1.8 percent to about3,2 !illion..
7/25/2019 Industry Analysis GRP-4(Light Background)
67/141
'ource- O 'tatista 013
7/25/2019 Industry Analysis GRP-4(Light Background)
68/141
:evenue 6ollected n )illion >' ?'ource H- www.statisticbrain.co!
7/25/2019 Industry Analysis GRP-4(Light Background)
69/141
:ed bull is neither listed in )o!ba# 'tock Achange nor
in 9ational 'tock Achange.
(&"O8(&"
7/25/2019 Industry Analysis GRP-4(Light Background)
70/141
(&"O8(&""8"$AI%ABI!I$Y
6reated production techniues to!ini!ize !ore than 3,1 tons of co
e!ission. 80I of energ# used for production co!es
renewable resources.
/eveloped A6* can coolers>si A6* cancoolers use as !uch power as one lightbulb to refrigerate their cans?.
7/25/2019 Industry Analysis GRP-4(Light Background)
71/141
."/pany pr"Gle+
7/25/2019 Industry Analysis GRP-4(Light Background)
72/141
."/pany pr"Gle+
+#pe-Public
+raded as-9&'/&Q
7ounded-00>as ;onster?Products-'oft /rinks, 9atural 4uices
,Anerg# drinks
9et nco!e-'8 ;illion>7E 01?
+otal assets-'1.50 ;LL*9>7E 01?
"ebsite-www.!onsterbevcorp.co!
7/25/2019 Industry Analysis GRP-4(Light Background)
73/141
.ATN
!ead9uatersH-6orona, 6alifornia,
nited 'tates
7/25/2019 Industry Analysis GRP-4(Light Background)
74/141
is'"ry
)efore 00,;onster )everages was known asFansen 9atural 6oorporation. Fansen was sellingfresh 4uices and natural soda. nspired b# the
success of &ustria-based :ed )ull =!bF, theco!pan# introduced its first energ# drink in #ear1((C.+he drink didn$t i!press consu!ers.
+hen the co!pan# reva!ped its product b#
increasing the sugar and caffeine content. tlaunched ;onster Anerg# in 00.+he energ#drink was twice the size of a :ed )ull energ#drink. Fowever, it was the sa!e price as :ed )ull.;onster Anerg# was popular with consu!ers.
7/25/2019 Industry Analysis GRP-4(Light Background)
75/141
."n'd
+he products ecellent growth over the#ears pro!pted the co!pan# to change
the na!e fro! Fansen 9aturals to;onster )everages. +he na!e reflectedan aggressive i!age-co!pared to its
subtle i!pression as fresh 4uice!anufacturer.
7/25/2019 Industry Analysis GRP-4(Light Background)
76/141
Key pers"nnel
:odne# sacks, chair!an, chief < principaleecutive officer
Filton F.'cholsberg, ice chair!an,President
;ark R.Fall, /irector
7/25/2019 Industry Analysis GRP-4(Light Background)
77/141
"$" and pun)hline
:R5T STA:E 8
7/25/2019 Industry Analysis GRP-4(Light Background)
78/141
:R5T STA:E 8(NSTER
2002 2005 2008 20!20"
8ull pr"du)' line+
7/25/2019 Industry Analysis GRP-4(Light Background)
79/141
8ull pr"du)' line+
;onster Anerg# Rava ;onster
;onster Lo-6arb
;onster &ssault ;onster Dhaos
;onster ;-80
;onster ;SS/ ;onster Anerg# &bsolute Bero
;onster Anerg# 'uper /r#T
.NTD
7/25/2019 Industry Analysis GRP-4(Light Background)
80/141
.NTD,
;onster Anerg# &nti-=ravit#
;onster Anerg# ;ad /og
;onster )lack ceT ;onster S-Presso Fa!!er
;onster :ehab ;idnite
;onster 6uba-Li!aU ;onster Anerg# ;
7/25/2019 Industry Analysis GRP-4(Light Background)
81/141
! years sales 'rend
4:;;>011?
501?
64=>>01?
:evenue 6ollected n )illion >' ?'ource H- www.statisticbrain.co!
S l * ' ! 'i'
7/25/2019 Industry Analysis GRP-4(Light Background)
82/141
Sales "* '"p ! )"/pe'i'"rs+
.(PETTRS
7/25/2019 Industry Analysis GRP-4(Light Background)
83/141
.(PETTRS
+he top co!petitors of ;onster areH
(ar#e'in$ s'ra'e$ies
7/25/2019 Industry Analysis GRP-4(Light Background)
84/141
(ar#e'in$ s'ra'e$ies
+he !ain !arketing ob4ective for !onster will be to sta# above the other thirt#energ# drink co!panies as the !arket !a4orit#, as well as !aking sure that!onster is the first na!e that co!es to !ind when thinking about energ# drinks. &sof right now ;onster is owner of around CI of the !arket share and the plan is tokeep on growing.
*ur target !arket and audience to !ake sure the# are sta#ing with !onster. *urbase target !arket consists of #oung professionals and students 12-5 #ears ofage that prefer this J9ew &ge beverageK because it eudes a hip and edg# vibe thatreflects their lifest#le. +his will also help us regain !an# of our lost consu!ers and!a#be even attract a few !ore.
+o create a greater presence a!ong large groups of people. 'uch things likesponsoring sporting events, college events, or cit# events.
+his could also co!e in hand# at !an# colleges as it would also be a great test!arket for new products that are co!ing out as well as keep the !onster na!egoing b# word of !outh and advertising. 6ollege kids love to talk about what the#like, so this is a !assive opportunit#.
Sh hi
7/25/2019 Industry Analysis GRP-4(Light Background)
85/141
Sh" sp"nsership
. ' '
7/25/2019 Industry Analysis GRP-4(Light Background)
86/141
.us'"/er se$/en'
;onster basicall# targets those custo!er which are inage group of 18-0 #ears.
;onster also tr# to focus on college students.
;onster sponsors various athelets, rock bands, rall#,-ga!es etc.
S '
7/25/2019 Industry Analysis GRP-4(Light Background)
87/141
S"'
"trength:n 'he '"p & )"/panies*"r customersatisfaction
Opportunities:The online opportunity"* sh"ppin$ 'hr"u$h y"ur)"/pu'er
Wea,nesses+S'"res are n"' si'ua'ed
in 'he )en'er "* 'he '"nbu' out of it
$hreats+"trong )o*petitors su)h
as (o),star di3ersiGes/"re and /"re 'heir
pr"du)'s
S'ren$'hs
7/25/2019 Industry Analysis GRP-4(Light Background)
88/141
S'ren$'hs
;onster Anerg# /rink has !uch strength behind its brand.<hough it !a# see! like it, the ;onster s#!bol did not 4ustbuild its i!age overnight .;onster co!pan# is fueled b#
helping its co!!unit# of consu!ers to eperience life on thewild side. t has built great relationships with pro-athletes,celebrities, and the -tre!e sports co!!unities. Folding ahigh percentage in the !arket share and helping raise its!anufacturer Fansen 9atural 6orp .;onster has one of the
!ost appealing and uniue st#le of cans when it co!es toenerg# drinks as well.
5ea#nesses
7/25/2019 Industry Analysis GRP-4(Light Background)
89/141
5ea#nesses
+he !ain weakness ;onster Anerg# faces isthe# are in such a large industr#. +he beverage
industr# is so large and having so !an# optionsto choose over pa#ing overprice for a boost ofenerg#. +his doesn$t count the fact the# are alsoco!peting !ore aggressivel# with the other thirt#
or so energ# drinks. Faving too !an# flavors tochoose fro! !a# also be a weakness.
pp"r'uni'ies
7/25/2019 Industry Analysis GRP-4(Light Background)
90/141
pp"r'uni'ies
;onster Anerg# has opportunities all aroundthe globe. 6onsidering how !an# events occurin all the sports the# support. +heir !ain focusis being seen at large events. ;onster Anerg#wants to show the# can hang with the bigdogs. +his is wh# their sponsors pla# such alarge role in their brands i!age. ;onster iscreating opportunities for their fans to relate totheir idols that are at the top of their sport.
Threa's
7/25/2019 Industry Analysis GRP-4(Light Background)
91/141
Threa's
+he threats ;onster Anerg# could face are criticalconsidering how powerful their brand is to the public.;onster !ust !ake sure not to !ake an# !istakes thatcould 4eopardize the brands i!age. nepected threatscould be involved with sponsors. f one of the! were topass awa# due to a stunt perfor!ed at an event ;onsterwas hosting. &lso sponsors !a# be seen in a bad light,which could happen at an# ti!e and this could look
negative on the brands i!age.
Pes'
7/25/2019 Industry Analysis GRP-4(Light Background)
92/141
Pes'
P"r'ers & *"r)e /"del
7/25/2019 Industry Analysis GRP-4(Light Background)
93/141
P"r'ers & *"r)e /"del
S;PPER P5ER-(DERATE
7/25/2019 Industry Analysis GRP-4(Light Background)
94/141
AND STAE
n general, suppliers have the abilit# to purchaseinput prices fro! various suppliers. Fowever, the#are at the !erc# of price increases that pertain to
a particular industr#. n the past, Fansen has !ade arrange!ents with
third part# bottlers and co-packers on a !onthl#basis, which has allowed all parties involved to
pursue !ore beneficial agree!ents. 6oca-6ola bottlers will service a significant portion
of Fansen$s 9orth &!erican /'/ volu!e.
arrier '" en'ry+l"
7/25/2019 Industry Analysis GRP-4(Light Background)
95/141
arrier '" en'ry+l"
t is relativel# eas# for a co!pan# to enterthe non-alcoholic beverage industr#. &
new co!pan# will t#picall# start outregionall#, and will then grow proportionalto its success. ;arket share in the non-alcoholic beverage industr# is frag!enteddue to the high nu!ber of co!petitors.
uyer p"er low
7/25/2019 Industry Analysis GRP-4(Light Background)
96/141
uyer p"er-low
+he high nu!ber of co!petitors andproduct offering present in this industr#
leads to a high nu!ber of substituteproducts. +his presence of substitutesleads to high consu!er power.
Threa's "* subs'i'u'es hi$h
7/25/2019 Industry Analysis GRP-4(Light Background)
97/141
Threa's "* subs'i'u'es-hi$h
n this industr#, it is likel# that there will bea substitute for ever# product. ;an#
products are si!ilar, so a product canbeco!e a substitute on the basis ofconsu!er preferences, packaging, or price.
+he threat of substitutes increase in a!acro-econo!ic environ!ent like the onewe are eperiencing toda#.
De$ree "* ri3alry high
7/25/2019 Industry Analysis GRP-4(Light Background)
98/141
De$ree "* ri3alry-high
&s previousl# reported, price co!petitionoccurs throughout the non-alcoholicbeverage industr#. +he energ# drinkseg!ent has less price co!petition thanseg!ents such as the carbonatedbeverages, however as our econo!#
weakens think that price co!petition willincrease within the energ# drink seg!ent.
se and nse lis'in$s
7/25/2019 Industry Analysis GRP-4(Light Background)
99/141
se and nse lis'in$s
;onster is not listed in )'A and 9'A
Sales $raph
7/25/2019 Industry Analysis GRP-4(Light Background)
100/141
Sales $raph
7/25/2019 Industry Analysis GRP-4(Light Background)
101/141
.(PAN7 PR8E
7/25/2019 Industry Analysis GRP-4(Light Background)
102/141
.(PAN7 PR8E
Countr"- nited 'tate
Compan" - Pepsi6o
Introduced- 'epte!ber (, 1(23 Product t"pe - 'ports drink, nutrition drink,
protein drink
Mar.ets- 80 countries including the nited'tates, 6anada, nited Dingdo!, and &ustralia
Website@ www.gatorade.co!
STR7
7/25/2019 Industry Analysis GRP-4(Light Background)
103/141
STR7
=atorade invented in 1(23
1(2C orange bowl
+he Quaker *ats purchased =atorade in1(8 for a su! of 0 !illion
005 4ourne# to ndia
KE7 PERSNNE
7/25/2019 Industry Analysis GRP-4(Light Background)
104/141
KE7 PERSNNE
7ounder @ Ra!es :obert 6ade
6A* @ 'usan /. "ellington
President @ +odd ;agazine
'enior ice President of 'ports ;arketing @ Rennifer'tor!s
/irector of 6o!!unications @ Pete )race
ice President of )rand ;arketing @ &ndrea 7airchild
7/25/2019 Industry Analysis GRP-4(Light Background)
105/141
P8%=!I%& W"# $R%& W"'("#)
:
PRD;.T NE
7/25/2019 Industry Analysis GRP-4(Light Background)
106/141
PRD;.T NE
*riginal =atorade
=atorade 7ierce
=atorade Stre!o =atorade 9utrition 'hake
=atorade Anerg# /rink
=atorade Anerg# )ar
.(PETTRS
7/25/2019 Industry Analysis GRP-4(Light Background)
107/141
.(PETTRS
(ARKET STATE:ES
7/25/2019 Industry Analysis GRP-4(Light Background)
108/141
(ARKET STATE:ES
/e!ographics
&thletes ages 13-0
;en
Ps#chographics :eplenish their !uscle
6are about what the# look like
&ssociate the!selves with strateg#, power, and fitness
Fave a passion for sports
.;ST(ER SE:(ENT
7/25/2019 Industry Analysis GRP-4(Light Background)
109/141
.;ST(ER SE:(ENT
t includesH1. 13-0 #ears old.;ale < fe!ale.'ingle< !arried )ehavior1.F#drates after ever# workout
.6o!petitive Lifest#le1.&ctive < alwa#s on the go.Angages in health oriented activities
7/25/2019 Industry Analysis GRP-4(Light Background)
110/141
ANA7SS PART
S'r"n$ brand na/e, S'r"n$ repu'a'i"n a/"n$
'hl '
7/25/2019 Industry Analysis GRP-4(Light Background)
111/141
a'hle'es,, Huali'y pr"du)'s,
ar$e )"n'ainers"/e'i/es a#ard '")arry ar"und
Pr"du)' line and ser3i)esepansi"n
:r"in$ /ar#e'
se$/en',
E/er$in$ /ar#e's,
Risin$ pri)e "* 3ari"usra /a'erials,
Pr"du)' subs'i'u'i"n
e$al res'ri)'i"n '" a))ess ne/ar#e's
usiness )y)le s'a$e
7/25/2019 Industry Analysis GRP-4(Light Background)
112/141
/ar#e's,
:"3ern/en' 'ype
:"3ern/en' s'abili'y
i#ely p"li'i)al )han$es
P
;ne/pl"y/en' ? lab"ur supply ?lab"ur )"s'
C P"pula'i"n $r"'h a$e pr"GleC eal'h ? edu)a'i"n? s")ial /"bili'y
C E/pl"y/en' pa''erns ? a''i'ude '""r#
C i*es'yle )h"i)es
RID a)'i3i'y
/pa)' "n e/er$in$ 'e)hn"l"$y
/pa)' "n in'erne' and redu)ed)"//uni)a'i"n )"s's
/pa)' "n 'e)hn"l"$y 'rans*er
&
" $
!7EARS SAES TREND
7/25/2019 Industry Analysis GRP-4(Light Background)
113/141
!7EARS SAES TREND
:evenue 6ollected n )illion >' ?'ource H- www.statisticbrain.co!
SE I NSE
7/25/2019 Industry Analysis GRP-4(Light Background)
114/141
SE I NSE
=&+*:&/A is not listed in )'A < 9'A
.SR A.TTES
7/25/2019 Industry Analysis GRP-4(Light Background)
115/141
.SR A.TTES
=atorade launch beat the heat ca!paignto educate athletes , parents , and
coaches about heat related illnesses
7/25/2019 Industry Analysis GRP-4(Light Background)
116/141
A9A:=E /:9D'
;&:DA+ '6A9&:*n 9/&
ndian ;arket
7/25/2019 Industry Analysis GRP-4(Light Background)
117/141
ndian ;arket
1.3 !illion cases of consu!ption perannu!
30 !l cans priced between :s. C0-:s.83V-per can
Anerg# value W 11.3 calories
=rowth potential @ 50I to 30I #ear on#ear
ndian ;arket /rivers
7/25/2019 Industry Analysis GRP-4(Light Background)
118/141
ndian ;arket /rivers
9ew energ# drinks entering ndian !arketregularl# - i!ported or do!estic produced.
!ported brands entering !arket areestablishing the!selves as a safe