Energy Drink Industry: Market Competition, Digital Transformation in the Marketing Reshaping and Strategy Optimization

Abstract

Energy drink has become an increasingly popular drink in the global market. In the context of digital transformation, the successful marketing strategies of the energy drink industry is one of the significant factors contributing to their popularity. This article aims to analyze the current market competition and market shares of major companies in this market. Red Bull and Monsters are two leading brands in the global market, holding nearly 80% market shares in American market. Besides, in local energy drink market, Dongpeng Special Drink is a strong competitive brand. This article explores their main marketing strategies including sport sponsorships and social platform marketing. Apart from these, this paper also examines some existing problems such as insufficient brand differentiation, security risks and data fragmentation. To solve these problems, this paper offers some suggestions about technology improvement and positioning differentiation to help businesses to gain more development opportunities. Conducting the research about marketing strategies in energy drink market provides a practicable way for small and medium-sized enterprises to implement digital transformation. Meanwhile, it can provide theoretical value by enriching related research.