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Category Analysis of Sports and Energy Drinks In Hong Kong

Our company, Otsuka Pharmaceutical Co. , Ltd, is planning for a product strategy to its product: Pocari Sweat. Pocari Sweat is a grapefruit-tasting, non-carbonated sweet beverage and is advertised as an “ion supply drink”. It is designed to increase endurance, replace electrolyte loss or prevent dehydration when exercising for long periods of time. Pocari Sweat is well-recognized by the local people, especially to the athletes. Category Attractiveness Analysis Category Factor The product category we defined is the Sports and Energy Drinks. We gained the first mover advantage when the product was launched at 1980, which we are the market leader which has a off-trade volume of brand share of 43. 8% in 2012 (see Appendix Table 6). The threat of…