Benchmarking the marketing mix of leading energy drink brands
Benchmarking the marketing mix of leading energy drink brands

Summary/Abstract: This research examines the market positioning of five energy drink brands - Tiger, Monster, Big Shock, Semtex, and Rockstar, produced by Maspex Czech s.r.o., Coca-Cola s.r.o., Big Shock s.r.o., Kofola a.s., and PepsiCo s.r.o., respectively, in the Czech Republic. Utilizing a survey-based benchmarking approach, the study evaluates their marketing mix components: product, price, distribution, and promotion. The results reveal Tiger as the market leader, excelling in promotion and pricing, followed closely by Monster, known for its strong branding, diverse portfolio and extensive market reach. Big Shock ranked third, leveraging its distribution network but lagging in product variety. Semtex excelled in pricing, while Rockstar ranked lowest due to weaknesses in distribution and promotion. The findings emphasize how distinct strategies influence market positioning and underscore the need for innovation and enhanced promotional efforts. Limitations include the focus on a single market, reliance on survey-based data, and exclusion of sustainability factors and digital trends.

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