•Cheaper than competitors, Boost – 55p per 250ml can, Red Bull - £1.09 per 250 ml can•Boost is the 4th biggest energy drink brand in the UK
•Sponsors sporting events giving the brand good publicity
Weaknesses
•Lack of advertising could cause customers to forget about the product
•Low price could leave people with a “cheap” perception of Boost
•Only stocked in small local stores
Opportunities
•The energy drinks market is on the up, in 2009 it was valued at £750 million and expected to keep rising
•65% of the current market are males, meaning there are plenty of women who are not yet drinking Boost
•The recession could cause many to people to choose the cheaper brand, perhaps some of Red Bull’s market?
•Stock in larger stores such as supermarkets to reach larger market
Threats
•Increasingly popular views on healthy eating is causing people to choose drinks with less caffeine content
•Strict government rules on caffeine could leave Boost having to change their recipe, perhaps effecting the taste
•Even cheaper brands such as Kick energy at 45p per 250ml can could overtake Boost
