Current Issues in Marketing Strategy

Coca-cola has signaled its intent to continue pursuing the lucrative 'energy drink' beverage market, by releasing a new chocolate flavoured energy drink 'full throttle'. The brand which has made some headway in the states (USA) is now looking at a product line diversification to increase attractiveness and product facings.


The strategy behind the move poses challenges to market leader Red Bull, who stick staunchly to their core product range. Should they react, should they diversify their range or should they sit back and watch?

My thoughts are that this new range by Coke is not directly competing with Red Bull. In actual fact, it seems to be targeting flavoured milk more than anything...Big M look out. However Coke is one of the worlds biggest brands for a reason and if their highly paid marketers think there is a gap in the market then so be it. How much you get paid has a linear relationship with being correct doesn't it?

If we forget about the $15M they threw away on launching Mother energy drink in Australia last year, the four other attempts they tried prior to that or any of the countless other failures they have launched (remember Coke with lime?), then yes, a complete linear relationship would suggest that this is a great strategic move. If we decline to forgo this information, then it is safe to say, Coke have an interesting 12 months ahead of them!

Just in case my point had not been made sufficiently enough, below is marketing speal from Rafael Acevedo, Senior Brand Manager of Coca-Cola energy drinks in North America. Regarding the potential to appeal to men, in particular: “Guys are increasingly looking for great-tasting beverage options that will give them the extra ‘kick’ they need to conquer their day,” he said. “Full Throttle Coffee combines the smooth, rich taste of coffee with the intensity that you can only get from a Full Throttle Energy Drink.”

Josh's Opinion
Keep trying Rafael, the energy drink market is a consumer thought process and branding exercise much more than the combined goodness of the ingredience. Didn't we see this flop with the original Mother? Keep trying guys, maybe next year

Sam's word
The product comes in mocha, vanilla and caramel flavours and reportedly combines 100 per cent premium Colombian Arabica coffee with Full Throttle’s energy and vitamin blend.

Hats off to Ausfood news for the tip on this