Crave Energy Drink – Energy Drinks Getting a Chunk of the Energy Drink Market Share
As much as two years ago the NY Times reported:
“The energy drink category came out of nowhere,” said John Sicher, publisher of Beverage Digest. “It’s been a pleasant surprise for the industry.”
Crave Energy Drink is poised to take it’s own energy drink market share in – and in short order – but how can that be?
How is it that a nutritional company like Vitamark, International with a from-out-of-nowhere product like Crave Energy Drink can come onto the energy drink market scene and make such a big dent? The actual size of the dent remains to be seen, but early indications suggest that it’s going to be crater-sized.
- It takes a super hot market.
- It takes advertising … edgy advertising.
- It takes an effective distribution system.
Vitamark has all these things in place.
“…edgy marketing means little in the beverage industry without solid distribution. “None of these companies will be able to go [nationwide] overnight,” says John Craven, editor-in-chief of BevNet.com. A company that wants to sell its product in all 50 states needs between 250 and 300 distributors, he says. Building those relationships remains a challenge for small companies…”
Basically, having a built-in marketing sales force that embraces on-going training for new reps, is Vitamark’s ace in the hole. And an International one at that.
They have the edgy marketing and they have a ready and willing sales force that is already familiar with ‘word of mouth’ and ‘relationship marketing’ – a significant number of teams are also implementing Web 2.0 marketing practices, which is the perfect arena to attract the younger segment of the energy drink market.
