Marketing Research Paper on SoBe
The Product
The name
SoBe stands for “South Beach”, an upscale area
situated in Miami Beach Florida. SoBe is a brand of
fruit juice blends or smoothie, teas, and enhanced water beverages owned by
PepsiCo. It offers variety of flavors in the market including Cranberry
Grapefruit Vita Boost, Fuel – Strawberry Banana, Blizzard Pina Collada, and
Tsunami Orange Cream. Customers may also buy other variants like SoBe Lean
Honey Green Tea, SoBe LifeWater Strawberry Kiwi, B-Energy Blackcherry Dragon
Fruit, and Life Water Zero Calorie depending on their wants and needs.
These
products contain vitamins, antioxidants, and herbal ingredients, come with no
artificial sweeteners and has unique flavor combinations to fit to the needs of
its target market. These naturally sweetened products hydrates the body and
even helps in burning excessive fats.
Product Features
SoBe
products are naturally energizing, refreshing, and hydrating. The products are
made with naturally sourced caffeine, guarana, and ginseng and come in no
artificial colors, preservatives, and flavors.
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Benefits
SoBe
hydrates the body, boosts up metabolism, and helps in burning excessive and
unwanted fats. It is low on saturated and unsaturated fats, so taking a bottle
of SoBe a day will definitely provide positive outcomes to consumers especially
those who are on weight loss program. SoBe products also ensure that the
essential mineral, proteins, and vitamins supply remains balance (Parry, n.d.).
Branding
Unlike
other neophyte products in the market, SoBe made use of other advertising tools
to attract its target market. Instead of creating TV and radio ads, SoBe
focused only on print advertising and sponsorship of extreme athletes like
motocross racing team. These marketing tactics gained the attention of
different groups of consumers ranging from teenagers to business executives.
The product was portrayed as a beverage drink for people who are always on the
go yet wanted a healthier body. With the SoBe’s ways of promoting the product,
SoBe has successfully relayed that information to its target markets.
Positioning
Before the
fruit-flavored energy drinks fortified with ginseng became popular in the
market, SoBe has already known as a producer of delicious and healthy beverage
products in the market. Even before PepsiCo acquired SoBe, this brand was able
to establish a good reputation in the market, making it hard for competitors to
introduce new products in line with SoBe’s offerings. When SoBe began selling
its product, the new trend on energy drinks was still in its infancy. Today,
SoBe is a recognized category within the beverage industry with other
powerhouse companies’s drinks such as Coco-Cola’s ginseng-laden KMX and Snapples’s Elements
line (Evans & Cullen, 2003).
SoBe’s
position in the market of softdrinks is not conventional, as consumers may
think when they hear Coke or Red Bull, but a New Age drink that target large
yet different variety of groups in the market. Basically, it is ‘lifestyle’
soft drinks that are mainly for health-conscious individuals who are looking
for healthy alternatives to carbonated drinks in the stores.
Packaging
SoBe’s
brands have been known for its embossed dueling lizards on the bottle. Although
the labeling varies by product flavor, the lizard-based graphic is always
present on the packaging. This signature-logo of SoBe in all the products it
sells to the market became the distinguishing factor that adds brand
recognition among its consumers. When customers see the edgy bottle packaging
with dueling lizards in the grocery store, they already know that it is a
SoBe’s product.
Product Life Cycle
With
SoBe’s success in the market, it is unquestionably on its maturity stage now.
The brand continuously sells and gains huge revenue in the market regardless of
other beverage products that are currently offering and trying to penetrate the
beverage industry.
References
Evans, J. & Cullen,
C. (2003). Challenging the Big Brands:
How New Brands Win Market Share With Innovative Design. Rockport Publishers
Parry, K. (n.d.) Is Sobe Green Tea Healthy? Retrieved
from http://www.healthguidance.org/entry/13882/1/Is-Sobe-Green-Tea-Healthy.html
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