subject: Mother Energy Drink Case Study: Successfully Relaunching A Product On The Brink Of Failure [print this page] 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.
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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
