Slow Cow Competitor Analysis Essay
Competitor Analysis
Major Competitors: 1. Slow Cow a. Market share: i. 7-77 year olds – target market ii. Sold more than 1.2 million cans across Canada since its launch a little more than a year ago (Dec. 18, 2008) iii. b. Products and services: Quebec-based Slow Cow describes itself as a new relaxation beverage that helps in concentration, memory and learning capacity without causing sleepiness; a modern cup of tea with a twist. The drink’s 8 ingredients are all natural / herbal. 0 calories and 0 sugar. c. Promo / Distribution / Price of products and services: i. Word of mouth ii. Currently available in Canada (from BC to the maritime provinces) …show more content…
iii.
Will be available in the US in 2nd quarter of 2010 and in the UK, South Africa, Brazil and Chilly in 3rd quarter of 2010 iv. Convenience stores: 7 Eleven, QuicKie, The C-Store, North Mart, Super Sagamie, Couche-Tard (Max) v. Giant Tiger, Liquid Nutrition, MacEwen, North West Company, Northern, La Capsule Sportive vi. New partnership with Fazzt Race Team for 2010 Indy Racing League championship (sponsorship) vii. Slow Cow website. Relax and Win contest. viii. $4.00 CAD / 250ml can d. Positioning: Slow Cow’s positioning strategy focuses on the benefits of the brand as a healthy, natural, no calorie beverage, which helps the consumer to relax and concentrate. e. Reaction to new competition: i. With aggressive marketing campaigns ii. Promotions (2 for 1, free give aways) iii. Lowering their price 2.
Drank a. Market share: i. U.S. market ii. Planning to enter the Canada market with the 2nd quarter of this year iii. Introduced in early 2008 iv. In 2008 revenue of $2.2 million with a profit of $172,000 profit, compared with $320,000 loss in 2007. v. Fist quarter ’09 revenues are up 534% year over year b. Products and services: U.S. bank Drank labels itself as the “anti-energy drink.” The drinks main ingredients – melatonin, valerian root and rose hips offers benefits for people suffering from insomnia, jet-lag, anxiety, stress, chronic pain, nervousness, and stress. “Extreme Relaxation Beverage,” and a motto: “Slow your roll.” c. Promo / Distribution / Price of products and services: i. Convenience stores such as 7-Eleven & gas stations ii. Tobacco & Smoke shops iii. Grocery storesw iv. Hip Hop & Urban Clothing stores v. General Nutrition and health food stores vi. Smoothie Kings vii. Barber shops and hair salons viii. Sells mostly in the southern U.S. ix. Benefiting on controversy with a similarly named illegal product the “Purple Drank” x. Benefits from rap musicians using slogans like “slow your roll,” same motto as Drank’s xi. Retailing for $3.99 - $4.99 per bottle d. Positioning: i. Drank uses a benefit positioning strategy. Emphasizes great tasting extreme relaxation. The benefit is that Drank is a healthy and cheaper alternative to alcohol. Has very little competition on the market in the South of U.S. and in the hip-hop culture which it’s targeting. Another benefit is that Drank is a healthy, safe and legal alternative to the “purple drank” an illegal concoction that mixes codeine syrup with soft drinks or alcohol. e. Reaction to new competition: 3. iChill a. Market share: i. U.S. market ii. Planning on entering the Canadian market in the near future b. Products and services: i. U.S. based iChiil describes itself as the “world’s first relaxation shot,” and urges users to “unwind from the grind.” Contains natural herbal ingredients, no sugar, carbs or calories. The drink boasts no side effects except for “chilling,” but is not recommended for children under 13 years of age, with a limit of 2 bottles a day. Should not be consumed when operating heavy machinery or by pregnant women. c. Promo / Distribution / Price of products and services: i. iChill web site ii. Web site contests for a chance to win 12 packs of iChill or for following iChill on Facebook or Twitter iii. Distributed in over 13,000 locations in U.S. including ExxonMobil, 7-Eleven, Smoothie King, Mabco, Food City, etc. iv. Retailing at $2.99 - $3.99 per 50ml bottle d. Positioning: e. Reaction to new competition: 4. Mary Jane’s Relaxing Soda a. Market share: b. Products and services: An all-natural soft drink that promises to impart a sense of calm within minutes of consuming it. Tastes like a cress between a cola and a sweet tea. Contains kava, a relaxing and calming root possible associated with liver damage by Health Canada. Mary Jane’s Relaxing Soda is not recommended for people under 18 years of age and should be limited to two bottles a day. Made from herbal extracts, carbonated water, and all natural cane sugar. c. Promo / Distribution / Price of products and services: i. Promoted as a perfect drink for stressful situations when you need to relax, but still function: long day, first date, job interview, public speaking ii. Produced and distributed in the U.S. iii. South California is it’s best selling market iv. Retailing at $2.49 - $3.99 US per 500ml v. T-shirts ($20 US) and hats ($25US) with Mary Jane’s logo are available on-line d. Positioning: Benefits positioning, based on it’s herbal ingredients, no sugar, carbs or calories, the drink helps to calm the body and mind at the end of a stressful day, but without the side effects such as drowsiness, hangovers, or laziness. e. Reaction to new competition:
Major Competitors: 1. Slow Cow a. Market share: i. 7-77 year olds – target market ii. Sold more than 1.2 million cans across Canada since its launch a little more than a year ago (Dec. 18, 2008) iii. b. Products and services: Quebec-based Slow Cow describes itself as a new relaxation beverage that helps in concentration, memory and learning capacity without causing sleepiness; a modern cup of tea with a twist. The drink’s 8 ingredients are all natural / herbal. 0 calories and 0 sugar. c. Promo / Distribution / Price of products and services: i. Word of mouth ii. Currently available in Canada (from BC to the maritime provinces) …show more content…
iii.
Will be available in the US in 2nd quarter of 2010 and in the UK, South Africa, Brazil and Chilly in 3rd quarter of 2010 iv. Convenience stores: 7 Eleven, QuicKie, The C-Store, North Mart, Super Sagamie, Couche-Tard (Max) v. Giant Tiger, Liquid Nutrition, MacEwen, North West Company, Northern, La Capsule Sportive vi. New partnership with Fazzt Race Team for 2010 Indy Racing League championship (sponsorship) vii. Slow Cow website. Relax and Win contest. viii. $4.00 CAD / 250ml can d. Positioning: Slow Cow’s positioning strategy focuses on the benefits of the brand as a healthy, natural, no calorie beverage, which helps the consumer to relax and concentrate. e. Reaction to new competition: i. With aggressive marketing campaigns ii. Promotions (2 for 1, free give aways) iii. Lowering their price 2.
Drank a. Market share: i. U.S. market ii. Planning to enter the Canada market with the 2nd quarter of this year iii. Introduced in early 2008 iv. In 2008 revenue of $2.2 million with a profit of $172,000 profit, compared with $320,000 loss in 2007. v. Fist quarter ’09 revenues are up 534% year over year b. Products and services: U.S. bank Drank labels itself as the “anti-energy drink.” The drinks main ingredients – melatonin, valerian root and rose hips offers benefits for people suffering from insomnia, jet-lag, anxiety, stress, chronic pain, nervousness, and stress. “Extreme Relaxation Beverage,” and a motto: “Slow your roll.” c. Promo / Distribution / Price of products and services: i. Convenience stores such as 7-Eleven & gas stations ii. Tobacco & Smoke shops iii. Grocery storesw iv. Hip Hop & Urban Clothing stores v. General Nutrition and health food stores vi. Smoothie Kings vii. Barber shops and hair salons viii. Sells mostly in the southern U.S. ix. Benefiting on controversy with a similarly named illegal product the “Purple Drank” x. Benefits from rap musicians using slogans like “slow your roll,” same motto as Drank’s xi. Retailing for $3.99 - $4.99 per bottle d. Positioning: i. Drank uses a benefit positioning strategy. Emphasizes great tasting extreme relaxation. The benefit is that Drank is a healthy and cheaper alternative to alcohol. Has very little competition on the market in the South of U.S. and in the hip-hop culture which it’s targeting. Another benefit is that Drank is a healthy, safe and legal alternative to the “purple drank” an illegal concoction that mixes codeine syrup with soft drinks or alcohol. e. Reaction to new competition: 3. iChill a. Market share: i. U.S. market ii. Planning on entering the Canadian market in the near future b. Products and services: i. U.S. based iChiil describes itself as the “world’s first relaxation shot,” and urges users to “unwind from the grind.” Contains natural herbal ingredients, no sugar, carbs or calories. The drink boasts no side effects except for “chilling,” but is not recommended for children under 13 years of age, with a limit of 2 bottles a day. Should not be consumed when operating heavy machinery or by pregnant women. c. Promo / Distribution / Price of products and services: i. iChill web site ii. Web site contests for a chance to win 12 packs of iChill or for following iChill on Facebook or Twitter iii. Distributed in over 13,000 locations in U.S. including ExxonMobil, 7-Eleven, Smoothie King, Mabco, Food City, etc. iv. Retailing at $2.99 - $3.99 per 50ml bottle d. Positioning: e. Reaction to new competition: 4. Mary Jane’s Relaxing Soda a. Market share: b. Products and services: An all-natural soft drink that promises to impart a sense of calm within minutes of consuming it. Tastes like a cress between a cola and a sweet tea. Contains kava, a relaxing and calming root possible associated with liver damage by Health Canada. Mary Jane’s Relaxing Soda is not recommended for people under 18 years of age and should be limited to two bottles a day. Made from herbal extracts, carbonated water, and all natural cane sugar. c. Promo / Distribution / Price of products and services: i. Promoted as a perfect drink for stressful situations when you need to relax, but still function: long day, first date, job interview, public speaking ii. Produced and distributed in the U.S. iii. South California is it’s best selling market iv. Retailing at $2.49 - $3.99 US per 500ml v. T-shirts ($20 US) and hats ($25US) with Mary Jane’s logo are available on-line d. Positioning: Benefits positioning, based on it’s herbal ingredients, no sugar, carbs or calories, the drink helps to calm the body and mind at the end of a stressful day, but without the side effects such as drowsiness, hangovers, or laziness. e. Reaction to new competition: