Ch. 8 - Segmenting and Targeting Markets

According to the perceptual map above from Mintel - In 2012 Red Bull owned a whopping 37.3% market share in a comparison of the top five energy drink companies. What is most interesting about the data shown is that 5 Hour Energy, who is said to have the most effective product (in terms of obtaining maximum energy from consumption) ranks only number three in market share. Red Bull who is perceived by consumers to lead in “coolness factor” (where brand image is concerned) also happens to lead majorly in market share percentage. This data shows us that, for consumers, the functionality of an energy drink comes second to the perception of the brands image and the lifestyle it represents for them.