History and Short Background

“Gives you power like hell” a wide-awake, powerful, and productive taste of HELL ENERGY
drink drives consumers to fight their everyday challenges in life. A 100% Hungarian brand born
in the year 2006, entered the Philippines last July 2018. HELL ENERGY isn’t just a company
offering usual energy drinks, but an innovative beverage following the trends through adding
functional ingredients and potential variants depending on consumer’s preference. HELL Zero,
HELL ENERGY Active, HELL STRONG, HELL STRING Focus, and etc. are the products of
HELL ENERGY. In 2018, the Hollywood actor, Bruce Willis, became their brand ambassador of
their unique ad campaign. HELL ENERGY’s corporate social responsibility is to organize charity
events every year and stands in support of the less fortunate when they are in need.
SWOT ANALYSIS

STRENGTHS

Dominated the Market in a short span of time (2006-2010)

-50 export countries

world-class flavor and design

excellent value for money
attractive brand image
wide availability
brand’s reasonable prices
international marketing communication background and positioning according to consumer
needs
HELL Energy Drink Hungary Ltd. has a solid financial background. It is already present in more than 40
countries and has proved to be successful everywhere. Increasingly 27% 13.40% 9.40% 6.80% 4% 3.50%
36% HellBomb! WattBurn and Monster (Coca Cola) Red BullAdrenalineOther Small and Commercial
Brands

As the company becomes more recognized, the popularity of its products grows. Choose your
distribution channels well, get great promotions, and get great value for money. Its strength in
producing and bottling its products (8) no longer requires salary filling, as it owns the most modern,
world-class bottling plant in Europe (and even provides salary to others). Its manufacturing technology is
of outstanding quality. Another key to its success is the trend in the energy drink market. More and
more people are consuming energy drinks. It has become a very popular and trendy product among
young people. In addition, more and more students and young workers are taking it. It is also
widespread in nightclubs, often consumed with alcoholic beverages. Price sensitivity, satisfaction, and
health are all important trends, and HELL's products are responding to this. The April 2015 Strawberry
contains 0% sugar, 0% aspartame, 0% preservative, 0% calories and 0% carbohydrate. "HELL, with its
strawberry-flavored sugar-free version, while its vibrant pink-white packaging attracts primarily female
gaze, is not only communicating to the female target, as the consumption of sugar-free products is
increasing among men."
WEAKNESSES

Newly launched in the Philippines

Slogan’s message and Brand name for conservative and religious consumers

Cobra and Sting are more popular in the Philippines than Hell

Competitors are cheaper

OPPORTUNITIES

Available in any convenience store

Consumers will enjoy different variants

brand awareness or maalala ng consumer yung unique design

Opportunities In general, people are unaware that a box of energy drinks has the same amount of
caffeine as a cup of coffee, and unlike coffee, the amount of caffeine on the box should be accurately
stated. The European Food Safety Authority (EFSA) has carried out a comprehensive study on the food
safety aspects of caffeine consumption with 66,531 people. According to the results, consuming 5
energy drinks a day (5 x 80mg caffeine) is not yet harmful to the human body. Through marketing
communications, this can be emphasized to create a more positive image of energy drinks. In addition,
thanks to new, unique flavors (strawberries, apples, etc.), there is a relatively high potential for new
customer groups. Many don't like the traditional "tutti-frutti"

They do not buy energy drinks, but they try the new flavors or even become regular consumers.

THREATS

Threats The most serious source of danger may be that many people are opposed to consuming energy
drinks. The lobby is ongoing in order to have stricter rules, restrictive regulations, or even a total ban on
the production and distribution of energy drinks. It has been repeatedly suggested that people under
the age of 18 should not buy high-caffeine products. Such tightening would completely disable the
energy drink market. Competitors are developing almost identical products, which can be a problem for
the company, especially for ZERO, New Generation or custom flavored products. And for all energy drink
producers, there is a danger of changing consumer habits. When this happens, it is important to respond
as quickly as possible, otherwise the company will fall behind.