![]() One is consumers who are interested in using the products to facilitate a healthy lifestyle. The marketing of sports and energy drinks targets many segments, adds Wharton marketing professor Americus Reed. Every third grader wants to have a performance enhancing drink in his lunch pail.” “These are image products, pure and simple,” says Wharton marketing professor John Wesley Hutchinson. “The primary ingredient is sugar water, so most of the economy in these businesses is image. It is huge aspirational marketing. Just-Drinks forecasts that sales in these categories will hit $49.9 billion by 2014 and account for 10.3% of the total global soft drinks market.Īs breakthrough products gain momentum, however, they risk losing their cachet with their original fans, making the marketing of niche beverages tricky. The so-called “functional soft drink sector,” which includes sub-categories from sports and energy drinks and other health-oriented beverages, grew by 48% between 20 to reach sales of $30.3 billion, according to Just-Drinks, a beverage analytics firm. ![]() Pepsi, for example, owns Gatorade, and Coca-Cola sells the competing sports drink, Powerade. With the market for traditional soft drinks dominated by giants Coca-Cola and PepsiCo, alternative beverages have become a rapidly growing and highly profitable piece of the beverage industry - so much so that Coke and Pepsi now own or distribute many of the labels vying against their mainstay brands. Convenience store coolers and supermarket aisles are jammed with thirst-quenching options including energy drinks, enhanced juices, and bottled and flavored water, not to mention a host of hybrids. The “Gatorade shower” has made the sports drink one of the world’s best-known brands and helped pave the way for other niche products and beverage categories that now compete with traditional carbonated soft drinks. As the clock winds down and victory looks certain, players grab an orange vat with a green label and douse the winning coach. The ritual is now a part of big-time, as well as small-town, football games. How to Use Neuroscience to Build Team Chemistry January 23, 2023.Crisis Leadership: Harness the Experience of Others February 14, 2023.Choosing a New Board Leader: Eight Questions March 7, 2023.Speak With Confidence: Four Fixes That Work April 11, 2023.Meet the Authors: Mauro Guillén on How Businesses Succeed in a Global Marketplace June 21, 2021.Meet the Authors: Wharton’s Peter Cappelli on The Future of the Office November 4, 2021.Meet the Authors: Erika James and Lynn Perry Wooten on The Prepared Leader October 3, 2022.The Innovation Tournament Handbook: A Conversation with Christian Terwiesch and Karl Ulrich March 14, 2023.Action, not Words: Creating Gender and Racial Equity at Work July 11, 2022.Navigating Microaggressions at Work November 1, 2022.How National Politics Are Impacting DEI in the Workplace February 7, 2023.Diversity at Work: Why Inclusive Storytelling Matters April 4, 2023.Great Question: Kevin Werbach on Cryptocurrency and Fintech July 21, 2021.Great Question: Dean Erika James on Crisis Management August 16, 2021.Great Question: Wendy De La Rosa on Personal Finance October 15, 2021.Great Question: Witold Henisz on ESG Initiatives November 17, 2021.Making the Business Case for ESG May 3, 2022.How Companies and Capital Can Be Forces for Good June 21, 2022.Investing in Refugee Entrepreneurs in East Africa August 8, 2022.Why Employee-owned Companies Are Better at Building Worker Wealth November 11, 2022.Beyond Business: Humanizing ESG December 13, 2021.How Analytics Is Changing Finance November 29, 2022.How Data Analytics Can Help Deliver Social Good December 20, 2022.How Analytics Can Boost Competitiveness in Sports January 31, 2023.
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