They got it right by offering so many different flavors, and this is simply a matter of following the lead of brands like Monster and Rockstar. If it tastes better than they thought it would, they might buy it again, and it doesn’t they still might buy it again on price alone. For $1 they know what they’re getting into, so expectations are set low. People aren’t going to fault you too much for not getting the taste 100% right. By taking the low road in regards to price, they really put themselves in a great position. The concept is solid, and one that would normally have it’s competitors shaking in their boots, but the delivery is a little off. It tastes good enough for the price, and provides enough kick to make it worth the buck or so you’ll pay for it. So if it has the same ingredients as the other energy drinks you can buy, what about the taste? Because if it tastes the same, and provides the same energy burst, why pay more for the other brands? The consensus is that is just tastes so-so. The very fact that they are able to sell their drink at this price and make a tidy profit shows that companies like Red Bull, Monster, or Rockstar are profiting from huge mark ups. By offering a can for about half the price of the market leaders, their goal is to attract the market segment that doesn’t feel like getting price gouged. Rip It doesn’t hype itself up any more than its competitors do, and apart from some risque advertising and cleverly named drinks, it is pretty tame as far as hype goes. The entire energy drink market is pure hype, because they are basically selling consumers toxins that make the body have a physiological reaction that is mislabeled as energy. Other than that, their claims are rather understated, they don’t go to great lengths to oversell their product, and basically have copied the structure of other popular brands. This is definitely something that will resonate with consumers that don’t want to pay twice as much for essentially the same product. They say that it is real energy for real people at a real value. Fifteen different flavors later they seem to be treading water in a volatile industry. It basically threw its hat into the ring and said “me too”. The Rip It brand is interesting because it is manufactured by National Beverage, which tries to compete with the big soda brands Coke and Pepsi with its various products. So how does it compare in taste and value to the big boys?Įnergy drinks are surging in popularity across the globe and more and more brands are entering the market. They are trying to grab those customers that don’t feel like paying a premium just to get a shot of energy into their system. If you’re familiar with Shasta or Faygo, you might suspect that Rip It would be a generic brand looking for its share of the energy drink market.
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