Comments on Current Issues in Marketing Strategy: Mother Energy Gaining Market Share!

Red Bull do a standard 250ml can and a larger 355m...

2008-11-02T20:21:24.406-08:00

Red Bull do a standard 250ml can and a larger 355ml can. I have both in my hand right now and the 355 seem huge in comparison.

About 20% of retailers are now stocking the larger can.

Stop Press: The young girls in the office reckon R...

2008-11-02T19:34:43.490-08:00

Stop Press: The young girls in the office reckon Red Bull do make a 500ml can ... haven't seen it myself. Maybe they have had too many Red Bulls.

Thanks Daniel, I think you have a very valid poin...

2008-11-02T18:56:44.942-08:00

Thanks Daniel, I think you have a very valid point there. There is definatley a product 'value' that comes fromt he composition therein.

It would be an interesting study to break down the consumer preference rating to see if image or value is more important and how big the respective segments are.

I have tried the new Mother and repurchased – pure...

2008-11-02T17:59:28.072-08:00

I have tried the new Mother and repurchased – purely because I followed the discussion that Wags had on the Marketing Today Podcast. I think it tastes pretty similar to Red Bull actually but then I don’t have much of a sweet tooth.

@ Sam - I am not sure I agree (but am stopping short here of outright disagreement :) that people won't purchase a litre of energy drink.

I work in an office where there are two young girls (18 or 19) who buy bulk Red Bull or V and stock it in the fridge in the office for the week. They buy 4-8 cans at a time and have a couple a day.

I also suspect, and it is completely unfounded apart from my personal experience, that the Red Bull and V cans are too small. This is a young market and one that is image conscious and think it is “cool” to be drinking energy drinks. I think there may be some value in having a bigger can that lasts longer.

I know I always feel a little off when I buy an expensive Red Bull or V and have this puny can in my hand – something doesn’t connect on the value for money front there for me.

I to will now be watching with interest as to how they roll out into bars and clubs with great interest (as I hadn’t previously) considered that aspect.