Gen Panigbatan for MOOVE Energy Drink (Industry and Market Data Analysis)

1. Conduct an Industry and Market Data Research in the Philippines of your assigned
product.
Energy drinks such as Gatorade ranks 4 th to the smallest market shares in Asia Pacific
Region. This is according to Euromonitor.
a. Data may include the industry volume, market size, competitors etc.
Before , energy drinks are commonly targeting young men. Those men who are engaged
with various sports (athletes). Energy drinks nowadays are prominent in bars and clubs,
because they are mixed with liquors. But as the market for energy drink grows, its target
market now includes the older consumer.
Source: Euromonitor

The following energy drinks are the dominant players in the industry.

Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987.

In terms of market share, Red Bull is the highest-selling energy drink in the world, with
5.387 billion cans sold in 2013. Red Bull is sold in a tall and slim blue-silver can, while Krating
Daeng is in a gold shorter can.The two are different products, produced separately.
(http://www.redbull.com/en )

Sting Energy Drink is a carbonated energy drink from PepsiCo International.

Sting is available in three flavours, such as original Gold Rush, Gold (with
Ginseng),
Power Pacq (Gold
Rush
with Malunggay),
Power
Lime
(Kiwifruit/Lime) and Berry Blast (Strawberry). You have to be 12+ to drink sting.
Extra Joss - designed for an active lifestyle. It will recharge your working day,
and is a brilliant pre-sport or workout power up. The tropical fruit flavour tastes
great and is Sugar Free. The 'Active' ingredients work in synergy to assist
metabolism, stimulate confidence, increase physical endurance, overcome
fatigue, sharpen the senses, enhance reaction speed and for some, it helps lift
hangover haze. There are six single serve sachets per pack. Each sachet makes a

200ml effervescent energy drink. Added to a glass or bottle of water, it dissolves

rapidly, and is ready to drink in seconds. Dilute to your own taste. It's the real
thing Extra Joss is formulated using Ingredients found in other leading RTD
energy drinks for less than half their prices and includes the same ingredients like
Caffeine, Taurine, Thiamin, Riboflavin, Inositol, Niacin, and other B vitamins.
But it is Sugar Free and contains Ginseng and Royal Jelly.
(http://www.amazon.com/EXTRA-Extra-Energy-Ginsengsachets/dp/B00BCQVNM0 )

Gatorade - The Gatorade Company, Inc. is a manufacturer of sportsthemed beverage and food products, built around its signature line ofsports
drinks. Gatorade is currently manufactured by PepsiCo and is distributed in over
80 countries. The beverage was first developed in 1965 by a team of researchers
at

the University

of

Florida,

to

replenish

the

combination

of

water, carbohydrates, andelectrolytes that the school's student-athletes lost in

sweat during rigorous sport activities.
Originally produced and marketed by Stokely-Van Camp, the Gatorade brand was
purchased by the Quaker Oats Company in 1983, which, in turn, was bought
by PepsiCo in 2000.As of 2010, Gatorade is PepsiCos 4th-largest brand, on the
basis of worldwide annual retail sales.It competes with Coca-Cola's Powerade,
and Vitaminwater brands worldwide, and with Lucozade Sport in theUnited
Kingdom. Within the United States, Gatorade accounts for approximately 75
percent market share in the sports drink category.
(www.healthline.com )

2. Research a similar product of known company in that product category to gather idea
on how they do the distribution management for that type of product in the
Philippines.
Gatorade Energy Drink
Place in the Marketing Mix of Gatorade
The distribution channel of the drinks is prevalent over eighty countries andthe market for the
energizing drink includes countries like Canada, United Kingdom, USA and Australia. In USA,
Gatorade holds at least three-fourth share in the category of sports drinks. Gatorade sports
drinks are easily available in all the main super markets and malls. Special stores and outlets
like the GNC have been established so that the branded drink is easily available to every

interested athlete and customer. Gatorade drinks are also available by ordering them through
postal services. College students and high school students can also buy this drinkthrough
Athletic Team dealers. (source: http://www.marketing91.com/marketing-mix-of-gatorade/ )
PepsiCo Announces Changes To Distribution Of Gatorade Products - Update
9/1/2010 9:31 AM ET
Food and beverage giant PepsiCo Inc. (PEP) said Wednesday that the distribution of its
Gatorade products in the key trade channels of Convenience, UDS or up and down the street,
and Dollar will be changed, with effect from January 1, 2011.
The company noted that its products will be distributed on direct store delivery through both
company-owned and independent bottlers in the United States and Canada, compared to
current warehouse-delivered go-to-market system.
According to Eric Foss, CEO of Pepsi Beverages, the distribution of Gatorade in key trade
channels "is well suited to the direct store delivery model due to its high velocity, so the switch
will result in better store-level customer service."
Meanwhile, other PepsiCo brands that are warehouse-delivered to the key trade channels of
Convenience, UDS and Dollar, including Tropicana, Quaker and Naked Juice, will not be
affected by this change.
Massimo d'Amore, CEO of PepsiCo Beverages Americas, said, "This is a clear example of using
PepsiCo's broad set of go-to-market systems to best serve our customers. We remain dedicated
to the existing warehouse distribution system for some of our beverage products, but the change
to direct store delivery makes sense for Gatorade as we redefine the sports nutrition category
through the G Series."
According to the company, the change will be the first large scale step toward optimizing
delivery systems resulting from the bottling acquisitions earlier this year. PepsiCo's expected
synergies related to these changes are included in the company's target of $400 million in pretax annualized synergies from the acquisitions once fully implemented by 2012.
It was on March 1 that PepsiCo completed the $7.8 billion acquisitions of its two largest bottlers,
Pepsi Bottling Group, Inc. and PepsiAmericas, Inc, and reaffirmed its expectations for pre-tax
synergies from the transactions of about $400 million annually by 2012.
PEP is currently trading at $64.10 in pre-market activity, down $0.08 or 0.12%
(source: news article http://www.rttnews.com/1407600/pepsico-announces-changes-todistribution-of-gatorade-products-update.aspx )