March 4th, 2005 by Bob Bly
I?m an advocate of niche marketing ? but this may be taking it too far.
According to an article in BusinessWeek (3/14/05, p. 14), companies in the ?energy drink? market ? highly caffeinated beverages selling for $2 a can ? are competing with Red Bull, which owns a 60% market share, by appealing to niches.
But the idea of an ?energy drink? for some of these niches seems — to me, anyway — to be an oxymoron.
For instance, a drink called BAWLS Gurana targets video game players. Well, my kids play these video games for hours on an end. And I can tell you that very little physical energy is required.
Then there?s Bong Water, aimed at marijuana smokers. How much energy does it take to sit around, smoke weed, and get stoned?
A third beverage, Kaballah Energy Drink, targets Jewish mysticism. I?m Jewish ? but why either Jews or mystics need their own energy drink is way beyond me.
I know nothing about branding. So let me ask you branding folks out there:
Isn?t a brand supposed to make a logical connection with the beliefs, desires, and character of the market it targets?
Or is that totally irrelevant in today?s brave new world of hip and trendy marketing?
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