Red Bull | The Competitors

4.    The Competitors

4.1 The Market

Energy Drinks have become very famous in the last decade. During the last ten years, there were established hundreds of them around the world. The following list shows the most common in Europe :

220 - Afri Guarana - Aqvino - Bio Volt - Black Booster - Black Panther - Black Power - Black Spark - Blaue Sau - Blondi - Blue Bell - Blue Jeans - Body up - Bull Frog Fred - Bull it - Celeste - Cool Fire - Cult - Dark Bording - Dark Dog - Dark Rider - Devil - Dexters - Dogadong - Don Promillo - Dynamite - EE - Elite - Erektus - Excalibur - EXEX - Fighter - No.1 - Fit for fun - Fit for the road - Flash Power - Flying Horse - Fortitudo - Full Power - Full Speed - GoGo - Gong - Guarana - Guvi - H.I.V. - Hot Stuff - Independence Day - Lipovitan B³ - Lola Blue - Mach 6 - Magic - Magic Man - My Way - Mystery - NRG Energy - NRG Vodka - Oetschi - Pole Position - Power Kid - Power Point - Power Horse - Qarana - Reactor - Reanimator - Red Bull - Red Devil - Red Eagle - Red Horse - Red Hot - Red Tiger - Ritual - Semtex - Sitting Bull - Smart - Space Kid - Start me up - Take off - Take Power - Taurus - The lost world ( T-Rex ) - Top Secret - UFO - verde strong - Villa Wahnsinn - Virgin hi Energy - Warning-X - Warp 4 - Will Power - X-plosiv - XTC

All of them contain the same ingredients: Guarana (extracted from a rare Brazilian plant; an energy spender), Ginseng (known to relieve stress), Taurine (an aid in increasing muscle mass, energy and speed up the combustion of fat) Vitamins and Caffeine (serves as accelerator to increase the effects of taurin). And most of them are sold in 250ml bottles or cans.

All of them are marketed as energy spending and as very suitable mixer with alcohol.

Anyway, in the UK there has only been a very moderate development in the energy drink market. Although, all of the above are prepared to penetrate the market very soon, there are only very few serious competitors of Red Bull in the UK . So far the serious direct competitors of Red Bull in the UK are the following:

4.2 Direct Competitors

Purdey’s Gold High Energy

Ingredients:             Vitamins, Sugars, Herbs and Carbohydrate

Design:                     Golden 325ml bottle

Price:                         £ 1.03

Family:                      Glucose and High Energy Drinks

Indigo

Ingredients:                Wolberry, Guarana and Schizandra

Design:                      Blue 375ml bottle

Price:                         £ 0.79

Family:                      Glucose and High Energy Drinks

Marketing:                 Natural Quality Refreshment; Sampling and Press Ads

Lipovitan B³

1997 launched in the UK , in Japan since 1962

Ingredients:                Taurin and Caffeine (smaller amounts)

Design:                      Golden 250ml can

Price:                         £ 0.99

Family:                      High Energy Drinks

Marketing:                 High Quality, delicious and healthy, extensive TV

                                 Ads, Press Ads, Outdoor, Sampling

Lucozade Energy

Ingredients:                Caffeine, Glucose (aimàimitate Red Bull)

Design:                      350ml can / 300ml bottle in Lucozade design

Price:                         £ 0.49

Family:                      Glucose and High Energy Drinks

Marketing:                 Fitting the Lucozade Family

4.3 Indirect Competitors

Indirect competitors are those from the glucose or conventional energy drink family. The largest distributor of those drinks in England is Lucozade with a wide product range in terms of flavor. Lucozade owns approximately 90% of the market share of sports drinks which probably is the result of high media spending and the tradition of the company (1927).

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