JUAN PABLO JARAMILLO CASTILLO.

The success of the "vive 100".

The campaign of Vive 100 was a complete success, many years ago in Colombia it
was very expensive to buy an energy drink, Red Bull was the main company and had
almost all market percent, people in Colombia didnt consume as many energy drinks as
they do nowadays, Vive 100 has managed to change peoples perception regarding
energy drinks and has increased the consumption of energy drinks in the country.
With lows prices (70% lower than the average price of its competition) and an excellent
sales strategy which consists of having mobile outlets across all the streets and traffic
lights in the cities of the country. The Colombian company Quala (which produces
vive 100) achieved in two years to defeat the powerful Red Bull in the arena of
energy drinks
Today Vive 100 has the 48,6 percent of participation in the sales of this market versus
Red bull who has only the 14,8 percent of participation and Monster who has the 6,7
percent of participation.
When vive 100 was launched to Colombian market in 2012, its purpose was to
revolutionize the market, Quala rethinked the focus of these liquids, whose consumption
was originally associated with nightlife and people with high purchasing power. Its
strategy was to promote vive 100 as a product for all type of people and used to combat
the exhaustion caused by everyday work, especially laziness after lunch.
The price has been key, a bottle of Vive 100 (240 ml) can be purchased for only 1,500
pesos, while a can of Monster of 350 ml is worth 4,700 pesos and a Red Bull of 250 ml
is 5,000 pesos. Postobon had to lower the price of the presentation in bottle of its drink
Peak to match it with the one of the leader of the category.
The sales phenomenon of Quala has been so great that it had to hire a company from
Santander named Inducola to increase its production by 25% and be able to fulfill its
orders.
Vive 100 has developed so much the market that now there is space for both brands: the
daily brand that represents Vive 100, and the "luxury brand", that is headed by
products like Red Bull. The most important thing, is that energy drinks have opened up
a great place among Colombians, something that previously did not exist.
Quala has made large investments in promotion, for example an advertising using Pirry
in tv commercials showing the importance of buying "vive 100".
Currently Quala still innovating with new products also at lows prices and is still the
number one in the Colombian market.