Competitors' Analysis

Competitors' comparison

Beverage's characteristics	Examples
Non-alcoholic Beer	Clausthaler, Efes
Energy Drinks	Red Bull, Burn
Ice Tea	Lipton, Ice Tea
Bottled Water	Bon Aqua, Evian
Carbonated Drinks	Coca-Cola, Pepsi
Juices and nectars in glass bottles	Tropicana, Ya

Characteristics comparison

	Club Mate	Competitors
Health issues	Low sugar content (50 g/kg) Low calories (20 per 100 ml)	Oral health, diabetes type 2 Weight gain
Stimulation effect	Relatively high caffeine content	Low caffeine content
Environmental issues	Glass bottle	Plastic package

Price comparison

Examples	Price
Clausthaler, Efes	100 – 130 RUR
Red Bull, Burn	70 RUR
Lipton, Ice tea	40 RUR
Bon Aqua, Evian	35 RUR
Coca-Cola, Pepsi	35 RUR
Tropicana, Ya	40 RUR

For Club-Mate drink there are no direct competitors but it has a rather large number of indirect competitors. Their major strengths are lower price and bigger market share, as it can be seen from comparison tables, while major weaknesses are their harmful and unhealthy ingredients or ability to satisfy only one customer need. Thus, Club-mate has got obvious competitive ad- vantage – this is the only beverage on the market that gains all the characteristics important for the customer. It perfectly satisfies thirst, renders invigorating effect, stimulates, it is also suitable for night activity and doesn't damage health.