Market Structure and Competitors analysis

Market Structure and Competitors analysis

In such a diverse market full of energy drinks, Tzinga has become one of the top selling energy drinks. And it is the pioneer energy drink in India with innovation on product, packaging and distribution and the most important aspect is the price, which they sold for Rs 25.  But it lacks behind and pitted against Red Bull where it falters, which dominates the energy drink category and also gives chances for more players to enter the category.

From smaller company like the pune based Greenways Food & Beverages to big textile companies like Raymond ( Kamasutra energy drink), the number of energy brands is on the rise with the youth as their target audience.

Pegged a notch lower than the Red Bull at Rs 95,  (Restless Action) drink expect to take the category forward and has pitted itself against the market leader. Meanwhile pune based  Greenways Foods & Beverages is also re-entering the category with its brand ( I Can) as there is a chance for second and third player to mark in this category when there is a single leader like Red Bull.

Indian brands like Cloud Nine and XXX have suddenly become low key after advertising heavily across media and even associating with certain IPL teams. Amway has also withdrawn from the category after launching its XL brand of energy drink four years ago.

Fruit drink Concentrate Company Rasna has decided to lower the price points for the energy drink category by creating a mass segment which is still vacant in energy drink. However the real monster in the cupboard is, well Monster. After its 2002 launch in the US, decades after Red Bull, the brand has already grabbed 29 percent  market share. There is no saying what could happen if it decide to take a plunge in the Indian market with serious talent.