The energy drinks market competition is getting tougher by the day. Penetration seems quite attainable. But with more and more products getting into the market, the future seems to be insecured for the products that lacks competitiveness. Only the street smart and strategic visionaries beams with assurance for a secured future.
With the introduction of Score Black Energy Drink, Score seems to be amongst those with stake in this ever-growing market. The Energy Drink was introduced alongside it companion, Score Zero, at Trademor Sweet City (a subsidiary of Tradeport) in Durban's Phoenix, at the retail price of R10.99, which could be more at other retailers.
Prior to the introduction of Score Black, Score Energy Drink had already shown signs of competitiveness. The brand demanded a partially higher price in comparison to the alternative market challenger Dragon Energy. A shot at Score Energy is all it took to testify of a differentiated taste and double shot guarana promised by Chill Beverages, which is not further from the truth.
Score Black invades the market led by the legendary RedBull and the aggresive PowerPlay with intensive distribution and marketing budgets. PowerPlay holds a competitive edge over RedBull as distributed by Coca-Cola Beverages SA, which has extensive distribution channels even in the traditional township and rural markets.
With the existing market base and ever growing market potential, Score Black has an option to exploit their mother brand's market and/or try to attract the high end consumers that primarily opt for RedBull and PowerPlay. The slick branding and relatively higher pricing will be the key features to tempt these high end consumers to take a shot at Score Black or Zero.
The energy drinks category keep getting more interesting in the South African Market. The arrival of Score Black has nothing less to offer but competitive brutality. Hit the shelve and stir it up. You got the power.
With the introduction of Score Black Energy Drink, Score seems to be amongst those with stake in this ever-growing market. The Energy Drink was introduced alongside it companion, Score Zero, at Trademor Sweet City (a subsidiary of Tradeport) in Durban's Phoenix, at the retail price of R10.99, which could be more at other retailers.
Prior to the introduction of Score Black, Score Energy Drink had already shown signs of competitiveness. The brand demanded a partially higher price in comparison to the alternative market challenger Dragon Energy. A shot at Score Energy is all it took to testify of a differentiated taste and double shot guarana promised by Chill Beverages, which is not further from the truth.
Score Black invades the market led by the legendary RedBull and the aggresive PowerPlay with intensive distribution and marketing budgets. PowerPlay holds a competitive edge over RedBull as distributed by Coca-Cola Beverages SA, which has extensive distribution channels even in the traditional township and rural markets.
With the existing market base and ever growing market potential, Score Black has an option to exploit their mother brand's market and/or try to attract the high end consumers that primarily opt for RedBull and PowerPlay. The slick branding and relatively higher pricing will be the key features to tempt these high end consumers to take a shot at Score Black or Zero.
The energy drinks category keep getting more interesting in the South African Market. The arrival of Score Black has nothing less to offer but competitive brutality. Hit the shelve and stir it up. You got the power.
Comments
Post a Comment