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Mother Energy Drink

The Coca Cola company launched Mother Energy Drinks in Australia in 2006, but it did not gain market traction due to its subpar taste. As a result, sales were low. Coca Cola must now decide whether to reposition the existing brand or launch a new product. The brand has strengths in Coca Cola's image and competitive pricing. However, the main weakness is the poor taste. Opportunities exist through innovation, but the market already includes competitors like Red Bull. The problem was the dissatisfaction of 18-25 year old customers with the taste. The strategy proposes redesigning the product for Australian tastes, changing the packaging, adding new marketing elements, and initially offering a smaller bottle size.

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Umesh Nenavath
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227 views7 pages

Mother Energy Drink

The Coca Cola company launched Mother Energy Drinks in Australia in 2006, but it did not gain market traction due to its subpar taste. As a result, sales were low. Coca Cola must now decide whether to reposition the existing brand or launch a new product. The brand has strengths in Coca Cola's image and competitive pricing. However, the main weakness is the poor taste. Opportunities exist through innovation, but the market already includes competitors like Red Bull. The problem was the dissatisfaction of 18-25 year old customers with the taste. The strategy proposes redesigning the product for Australian tastes, changing the packaging, adding new marketing elements, and initially offering a smaller bottle size.

Uploaded by

Umesh Nenavath
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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MOTHER ENERGY

DRINK

PRESENTED BY VINAY
PGDM
CASE STUDY ON BRAND
POSITIONING

• The Coca Cola company launched Mother Energy Drinks in 2006 into Australian
market.
• Eventhough professionally campaigned the drink was not able to create market .
• Because of it subpar taste customers purchased it very less.
• So coca cola has to come up with a new strategy whether it has reposition the
existing brand or to come up with a new product?
SWOT ANALYSIS

• BRAND IMAGE OF COCA COLA


STRENGTH • ESTABLISHED BRAND
• COMPARED TO COMPETITORS IT’S PRICE IS BETTER

• THE TASTE OF PRODUCT WAS NOT GOOD.


WEAKNESS

OPPORTUNITY AND • TO COME UP WITH AN INNOVATIVE PLAN (OPPORTUNITY)


THREAT • ALREADY TWO COMPETITORS IN THE MARKET(RED BULL AND v) THREAT
PROBLEM
• TO formulate a strategy first we have to analyse the main problem of the case
• Taste was sub par .
• Targeted customers were of 18 to 25 years of age.they were highly dis satisfied
which decreased the sale of drink drastically.
• Already there were existing competitors like RED BULL AND V etc which
provided the energy drink.
• So coca cola has to maintain its brand image and make customers shift from their
competitors.
MY STRATEGY
• If I was given a chance to handle such situation I would analyse the market of Australia and
their taste and preference and design the product according to their taste.
I would try to reposition the product in the minds of customer .BY ADDING A NEW
JINGLE TO IT(advertising)
.BY ADDING A TAG LINE TO THE PRODUCT (It’s different)
.I WOULD SUGGEST COCA COLA COMPANY TO COME UP WITH A
SMALLER BOTTLE(200ML) INITIALLY SO THAT CUSTOMERS HAVE A BETTER
CHANCE TO TRY.
 I would change the packaging completely with opposite colour.making it more attractive.
And trying to convey that it is different from old drink.
CONCLUSION
• THE SUCCESFUL COME BACK OF MOTHER ENERGY DRINK IS A
PROOF THAT EVEN IN THE TIMES OF FAILURE OF THE PRODUCT
THE CUSTOMERS ARE READY TO ACCEPT THE BRAND WHICH IS
READY TO CORRECT ITS MISTAKE IN THE MARKET.
• THIS IS CALLED BRAND LOYALTY(EMOTIONAL CONNECTIVITY TO
BRAND).
• THIS BRAND LOYALTY IS EVIDENT IN THE CASE OF NOKIA AND
MAGGI .
.
• THANKING YOU

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