Mother Energy Drink Case Study: Successfully Relaunching A Product On The Brink Of Failure

Introduction

Introduction

This case study on Mother energy drink forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how Coca-Cola achieved success with the brand after struggling for many years to enter the Australian energy drinks market.

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 :

View 1

CATALYST 1

SUMMARY 1

Analysis 2

The Australian energy drinks sector is buoyant, focusing on male consumer needs 2

The energy drinks sector is growing strongly 2

New launches have focused on the health and wellness needs of mainly male consumers 2

Coca-Cola is a leading soft drinks producer but it has only recently succeeded in the Australian energy drinks market 4

Coca-Cola undertook four unsuccessful attempts to enter the market but failed to relate to the young male target audience 4

The Australian energy drinks market was dominated by two players, making it hard for new entries to capture market share 4

Coca-Cola has successfully relaunched Mother as a strong competitor against the energy drink leading brands 4

Mother was originally launched in 2007, but a big marketing budget failed to ignite consumer interest 4

Mother's point of difference was its natural based formula in response to consumers' health demands 5

A poor taste profile was perceived to be its key failing 5

Relaunched in 2008 with a minimal budget, the brand achieved unprecedented success 5

The brand's new formula had positive feedback 6

Mother was launched in a larger can with new graphics to offer key point of difference from rivals 7

Tongue in cheek marketing that focused on the interests of the young male target were key to its success 7

Coca-Cola has introduced a new Mother variant 8

Conclusion 9

APPENDIX 10

Case study series 10

Methodology 10

Secondary sources 10

Further reading 10

Ask the analyst 10

consulting 11

Disclaimer 11

List of Tables

Table 1: Energy drinks market in Australia by value, A$m, 2004-13 2

Table 2: Energy drinks market in Australia by age 3

Table 3: Leading claims and ingredients in energy drinks launches in Australia, 2007-09 3

List of Figures

Figure 1: The Australian energy drinks market focuses on attracting young male consumers with bright packaging and cool sounding names 3

Figure 2: Mother sales have risen sharply since the product was relaunched 6

Figure 3: The new Mother packaging and formulation are designed to appeal to young male consumers 7

Figure 4: The Mother relaunch was promoted via magazine articles, sports sponsorship and TV ads 8

Figure 5: Mother Surge is an orange flavored extension of the Mother brand 9

For more information, please visit :

www.aarkstore.com/reports/Mother-Energy-Drink-Case-Study-successfully-relaunching-a-product-on-the-brink-of-failure-37630.html

by: Aarkstore Enterprise

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