SB Central Records

IntroductionThis case study on Mother energy drink forms part of case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how Coca-Cola achieved success with the brand after struggling for many years to enter the Australian energy drinks market.Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements*Capitalize on the knowledge of experienced companies when entering a new niche or marketTable of Contents :View 1CATALYST 1SUMMARY 1Analysis 2The Australian energy drinks sector is buoyant, focusing on male consumer needs 2The energy drinks sector is growing strongly 2New launches have focused on the health and wellness needs of mainly male consumers 2Coca-Cola is a leading soft drinks producer but it has only recently succeeded in the Australian energy drinks market 4Coca-Cola undertook four unsuccessful attempts to enter the market but failed to relate to the young male target audience 4The Australian energy drinks market was dominated by two players, making it hard for new entries to capture market share 4Coca-Cola has successfully relaunched Mother as a strong competitor against the energy drink leading brands 4Mother was originally launched in 2007, but a big marketing budget failed to ignite consumer interest 4Mother’s point of difference was its natural based formula in response to consumers’ health demands 5A poor taste profile was perceived to be its key failing 5Relaunched in 2008 with a minimal budget, the brand achieved unprecedented success 5The brand’s new formula had positive feedback 6Mother was launched in a larger can with new graphics to offer key point of difference from rivals 7Tongue in cheek marketing that focused on the interests of the young male target were key to its success 7Coca-Cola has introduced a new Mother variant 8Conclusion 9APPENDIX 10For more information, please visit :http://www.aarkstore.com/reports/Mother-Energy-Drink-Case-Study-successfully-relaunching-a-product-on-the-brink-of-failure-37630.html