Burn’s SWOT analysis

  • SBrand image – Associated to the night life and Super DJs as David Guetta.
  • Resources – Burn belongs to the Coca Cola Company, so we can supose they own a full range of human, financial and material ressources to invest in the development of this new product.
  • Brand innovations – With the new system of reopen able can, BlancBurn is an innovative product on the market. Also, they are the firsts to mix the rink with guarana and fruit juices.
  • Distribution channels – As we saybefore, Coca Cola owns Burn, we can also suppose that this product could take benefits on the current distribution channels all over the world.
  • WMostly turned to the rench market – The brand has very low export levels. It’s mainly distributed in France, even if sales are now increasing in other countries.
  • New communication plan – Adds have been made around the brand, but not as much as the main brands (Burn and Monster), nether events to promote the brand.
  • ONational market – Being launched in France gives a French identity to the brand. This is good for the brand because it gives a “French Touch” welcomed all-over the word.
  • Dynamic market – Consumption trends are increasing each year, there are new consumers, and new market places. Thus, the brand can adopt different strategies to develop itself using the trends.
  • Consumption trends – They evolve each year and can Blancoffer many opporunities to the brand (comunication, image, taste, way to consume, effects…)
  • Brand loyalty – Consumers are loyal to their preferred brand likely as smokers. Thus, once the brand has built a relation with the customers , it may stay with them.
  • TInternational brands – Market’s leaders are big international firms such as Red Bull and Monster. They represent the biggest threat because of their influence power on the customer.
  • Brand loyalty – As said before, brand loyalty could be an opportunity, but can also be perceived as a threat. In fact, if a consumer choose a competitor’s brand, it will be very difficult for Burn to change their Blancconsumption habits.



Red Bull’s SWOT analysis


  • Category leader – Red Bull has established a strong, consistent brand image globally. Red Bull is synonymous with energy drinks in many countries.
  • Marketing strategy – The promotional activities engaged by Red Bull throught extreme sports sponsorships have helped the brand to build a strong identity and to increase consumer awareness/loyalty.
  • Broad geographic presence – Red Bull has a broad geographic presence, which should ensure positive long-term growth even if certain markets reach maturity.


  • Category limitations – In overall soft drinks, Red Bull has a limited product portfolio compared to the rising number of competitors bringing many other flavour variants and categories.
  • Pricing – Red Bull products are above the energy drinks average price. Consumers tend to think twice at the time of purchase.
  • Copy problematic – Red Bull’s recipe is subject to copy be cause of a lack of patent.
  • Controversial – The relatively high caffeine and taurine content of Red Bull makes the brand highly vulnerable to regulatory controls.


  • Emerging markets – Emerging markets represent newer geographies for Red Bull’s expansion. Accelerating the marketing and sponsorships in these markets is a wise move.
  • New production – Red Bull’s new production facilities in emerging countries are likely to make its retail price more competitive. The brand should also consider building production sites in Asia.
  • Product line extension – Offering new flavours and formats should help Red Bull to keep/improve its market shares.


  • Competition – Monster represents the biggest threat as it contains natural ingredients, which seems more desirable than Red Bull for some consumers. Competition is becoming more and more dangerous in term of marketing actions (copying Red Bull).
  • High marketing costs – Maturity in developed markets makes promotion harder than in the past, inducing higher marketing costs.
  • Negative publicity – Media worldwide report Red Bull as harmful for health. Parents also state that some components can be dangerous if consumed by their teenagers (who are the product’s target audience).


Sources: http://fr.slideshare.net/lecomtefrancois/le-marketing-stratgique-de-red-bull-17927774http://fr.slideshare.net/neha17tyagi/redbull-energy-drinkhttp://fr.wikipedia.org/wiki/Red_Bull