Launching a new sport drink product

MINISTRY OF EDUCATION & TRAINING UNIVERSITEÙ LIBRE DE BRUXELLES
HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BUSINESS SCHOOL

MBMM PROGRAM



LE THANH HANG


LAUNCHING A NEW
SPORT DRINK PRODUCT





FINAL PROJECT
MASTER IN BUSINESS & MARKETING MANAGEMENT




Counsellor: DR. TRAN XUAN KIEM



Ho Chi Minh City
(2007)

ACKNOWLEDGEMENT
First of all, I would like to express my heart-felt thanks to HoChiMinh Open
University and Solvey Business School to organize this great MBMM course.
And it’s my honor to be a member of the first course in Vietnam.
This project is completely difficult to me because it’s a quite new idea and
different from my knowledge and experience. Finally, I have finished it thanks
to the following talented people who spent their valuable time to help me
complete this project.
• Doctorate Tran Xuan Kiem, a great counsellor that I’ve met before. My
project is fully made regarding to his wide knowledge and experience.
This respectable professor spent a lot of time with my project and gave me
really useful advices to finish it effectively.
• I am truly indebted to Mr. Ngo Minh Viet, my mentor, for his valuable
advices and support in improving the project quality.
• Ms. Bui Thi My Chau, a talented designer, who helps to bring my idea
into real layout.
• Ms. Bui Phan Bao Tran and Mr. Serge Bywalski, program coordinators,
who gave me and my classmates many useful information and documents
to write the project in the right way.
• My colleges for their sharing and understanding due to my hard time to
finish this project.
• My company, NUTIFOOD, for their promising of bringing my project in
reality if it is valuable project.
• My family, for their deep understanding, patience and moral support
during my studying time.
CONTENTS
INTRODUCTION CHAPTER
1. SCOPE OF PROJECT 1
2. LIMITATION 8

3. METHOD OF RESEARCH 8
a. Observation 8
b. In-Depth Interview 9
CHAPTER 1: THE DEMAND OF SPORT DRINK
1.1 WHY DO WE HAVE THE DEMAND OF SPORT DINK? 11
1.2 WHAT IS A SPORT DRINK? 12
1.3 THE MAIN BENEFITS OF SPORT DRINK 13
1.4 WHY SPORT DRINKS BUT NOT OTHER DRINKS? 14
1.4.1 Water 14
1.4.2 Sport drinks 14
1.4.3 Energy drinks 15
1.4.4 Juice 15
1.4.5 Carbonated Soft Drinks 15
CHAPTER 2: BEVERAGE MARKET ANALYSIS
2.1 OVERVIEW BEVERAGE MARKET SHARE 16
2.2 PRODUCT FLAVOR OVERVIEW 17
2.3 PRICE OVERVIEW 18
2.4 DISTRIBUTION OVERVIEW 19
2.5 MARKETING ACTIVITIES OVERVIEW 20

CHAPTER 3: LAUNCHING ACTIVITIES FOR NEW PRODUCT
3.1 SPORT DRINK CATEGORY SWOT ANALYSIS 22
3.1.1 Strengths 22
3.1.2 Weaknesses 22
3.1.3 Opportunities 22
3.1.4 Threats 22
3.2 COMPETITION REVIEW 22
SWOT analysis of Active brand of TanHiepPhat brewery 22
3.2.1 Strengths 22
3.2.2 Weaknesses 23

3.2.3 Opportunities 23
3.2.4 Threats 23
3.3 NEW PRODUCT CONCEPT 23
3.3.1 Product concept 23
3.3.2 Technology scanning 24
3.3.3 Business scanning 24
3.3.4 Economic scanning 24
3.4 BRAND STRATEGY 24
3.4.1 Product and Packaging strategy 24
3.4.2 Pricing strategy 25
3.4.3 Place strategy 25
3.4.4 Promotion strategy 25
3.5 BRAND POSITIONING 25
3.5.1 Competitive environment 25
3.5.2 Target customers 26
3.5.3 Customer insight 26
3.5.4 Product benefits 26
3.5.5 Values and personality 26
3.5.6 Reasons to believe 26
3.5.7 Discriminator 27
3.5.8 Essence 27
3.5.9 Positioning map 27
CHAPTER 4: LAUNCHING ACTIVITIES FOR NEW PRODUCT
4.1 PRE-LAUNCHING CAMPAIGN 28
4.1.1 PR campaign 28
4.1.2 On-street teaser 28
4.2 LAUNCHINGCAMPAIGN 29
4.2.1 Above the line activities 29
4.2.2 Below the line activities 29
CONCLUSION CHAPTER 30

APPENDIX 1
APPENDIX 2
APPENDIX 3






REFERENCE BOOKS AND DOCUMENTS
Vietnamese:
1. Trang web Bộ Ngoại Giao Việt Nam, 11/04/2007, “Những thông tin chung
về kinh tế Việt Nam”.
2. Trang web Cục thống kê TP. HCM, “Bảng tổng mức bán lẻ hàng hóa và
doanh thu dòch vụ từ 1990– 2005”.
3. PGS-TS. Dương Nghiệp Chí, TS. Nguyễn Ngọc Cừ (2000), “Mệt mỏi, hồi
phục và dinh dưỡng của vận động viên. Thiếu máu do mệt mỏi trong luyện
tập, huấn luyện quá sức và biện pháp hồi phục”, Hà Nội, Viện Khoa Học
Thể Dục Thể Thao, trang 20 – 26.
4. BS. Nguyễn Lân Đính (2002), “n và uống như thế nào khi tập thể thao?”,
tạp chí Sức Khỏe & Đời sống.
5. BS. Nguyễn Thò Kim Hưng – BS. Bùi Thò Hoàng Mai (2002), “Dinh
Dưỡng để thành công trong thể thao”, NXB Phụ Nữ, TP. HCM, trang 11-
23, trang 109-110.
6. Sở Thể Dục Thể Thao TP.HCM (2004), “Bảng tổng hợp số liệu khảo sát
thế mạnh của các quận- huyện”.
7. Quyết đònh của Thủ tướng chính phủ, 10/05/2005 “Phê duyệt Chương trình
phát triển thể dục thể thao ở xã, phường, thò trấn đến năm 2010”.
8. Trang web VietNamNet, 13/06/2006, “10 xu hướng tiêu dùng mới tại Việt
Nam”.

English
9. About: Chemistry website, 2007, “Effectiveness of Sport drinks”
10. Prof. Baeyens Jean-Pierre (2005), “Lecture in Vietnam: Strategic and
Operational Marketing”
11. Clark’s Nancy “Sports Nutrition Guidebook, Supplemental Strategies”,
USA, Human Kinetics, page 213 – 215.
12. PhD. Cohen. W. A. (2001), “The Marketing Plan – Third edition”,
published by John Wiley & Son, Inc., page 41 – 61, page 96 – 115.
13. Prof. Decroix Eric (2006), “Lecture in Vietnam: Marketing and Business
Communication”
14. Food and Beverage Reports.com, 2007/02, “Market research reports:
Functional food & drink Consumption Trends”.
15. Food for sports performance, Iron, page 52-53.
16. Gatorade – Wekipedia, the free encyclopedia.
17. Ries Al and Ries Laura (2002), “The Fall of Advertising and the rise of
PR”, Harper Collins Publishers Inc., page 49 – 59, page 97 – 105.
18. Sport drinks website.
19. Trout Jack with Rivkin Steve (2000), published by John Wiley & Sons
Inc., “Differentiate or Die”, page 73–81.
20. VietNamNet, 17
th
March 2007, “Consumption demands and habits in 2006
– 2010”.

STUDENT DECLARATION
I certify that the attached project is my own work. The information and material
contained from other sources had been acknowledged according to unit-specific
requirements for referencing.






















LIST OF TABLES AND PICTURES
Pictures and tables Content

Picture 1 Vietnamese FDI
Picture 2 Vietnamese GDP
Picture 3 Vietnamese income group
Picture 4 Vietnamese household income
Picture 5
National fmcg retail market structure
Picture 6
Vietnamese population
Picture 7
Total 6 cities metro volume share
Picture 8
Value share of beverage market
Picture 9
Energy drink volume % share by flavors
Pitcture 10
Fruit juice volume % share by flavors
Picture 11
Bevarage category sales volume by channel
Picture 12
Positioning map
Table 1
Body fluid effects
Table 2
Type of sport drinks
Table 3
Body situations and substances
Table 4
Price analysis

1
SPORT DRINK PRODUCT

INTRODUCTION CHAPTER
1. SCOPE OF PROJECT:
a. Vietnam economy overview:
- Vietnam is a young developing country. Economic growth speed is
actually boomed in the last 10 years. There are huge of evaluations and
considers from many economic specialists and journals regarding to this
issue such as “Vietnam is a young Tiger” – Mr. Bush, the US President,
Nov 06; “Forget China: Businesses flock to Vietnam”, The New York
Times, Oct 06; “Vietnam is set for rapid urbanization and prosperity in the
next few years” – Vietnam News quoting AC Nielsen survey, Nov 06;
“The new tiger is roaming” – Vietnam investment review, Oct 06; “Asia’s
second fastest – growing economy takes the global stage” - Fortune, Nov
06; “An economic boom is accompanied by remarkable success in getting
rid off poverty and raising life expectancy” – The Economist, Aug 06, etc,…
- By Ministry of Foreign Affair updating, tremendous economic reforms
taking place over nearly two decades of Doi Moi have yielded
encouraging results. Vietnam has created an ever more competitive and
dynamic economic environment. The private-sector economy has been
encouraged to develop, thus mobilizing effectively all social resources for
economic growth. External economic relations have been expanded and
the flow of foreign direct investment increased. Export of goods and labor,

tourism industry and remittances from overseas Vietnamese have been
strongly promoted to generate increasing foreign earnings for Vietnam.

2
- The GDP growth rate of 7 to 8% has been sustained, along with stronger
industrialization and expanded integration with the world and regional
economy. Vietnam has enjoyed a sharp rise in trade volume, especially
exports, and an increase of foreign investment and income.
- As Vietnam’s GDP continuously increases, the economic structure has
also witnessed notable changes. From 1990 to 2005, the contribution of
agriculture sector dropped from 38.7% to 20.89%, whilst that of the
industry and construction was up from 22.7% to 41.03%. The service
sector stayed relatively constant, 38.6% in 1990 and 38.08% in 2005. In
each sector, the structure has also positively shifted. The agriculture sector
has seen a decline in the role of agriculture and forestry from 84.4% to
77.7% during the period 1990-2003, while fishery gained a higher share.
In the industrial sector, the proportion of the processing industry was up
from 12.3% in 1990 to 20.8% in 2003 with improved product quality. In
the service sector, the share of tourism and high-quality services such as
finance, banking, insurance, etc. is increasing rapidly.
- The policy of "multilateralization and diversification" of international
relations has helped. Now with the policy of openness, Vietnam has
established diplomatic relations with 167 countries, and has signed
multilateral and bilateral trade agreements with over 80 nations.
Following the introduction of Doi Moi, Vietnam signed an economic and
trade cooperation agreement with the EU in 1992, joined ASEAN in 1995,
AFTA in 1996 and APEC in 1998. Vietnam also signed the Bilateral Trade
Agreement with the United States in 2000. Vietnam started negotiations
for WTO accession in 1995. 7
th

November, 2006, Vietnam became a
membership of WTO. This event is great landmark for Vietnam to join in

3
the world economic integrating and open a way for Vietnam to be on
equal terms with globalization regulations.
- Over the past years, Vietnam attracted foreign direct investment (FDI)
from US$2.5 billion in 2001 to US$ 10.2 billion in the end of 2006, and the
target FDI for 2007 is US$ 43 billion (Source: Vietnam FDI statistic). FDI
not only generates profits for foreign investors but also represents a
significant capital source which comes along with technology transfer and
advanced managerial skills. FDI helps better tap national potential,
creates tens of thousands of jobs and raises professional skills for
Vietnamese workers.
Picture 1 VIETNAMESE FDI










- The successfully APEC event held on by Vietnam on Nov, 2006 is shown
off the economic potential and national security. Vietnam was recognized
by others eyes after this event. This success marked a new step forward of
the country economic by leaps and bounds.
b. Vietnamese income:

- By latest report of IMF on 2006, Vietnam GDP raised approximately 7.8%
and GDP per capita reached 715USD, increased 80USD to compare with
2005 (see the Picture.2).

4
Picture 2 VIETNAMESE GDP











High income group is significant increased in the last few years.
Picture 3 VIETNAMESE INCOME GROUP

In addition, it is rapidly increased in household income

Picture 4 VIETNAMESE HOUSEHOLD INCOME










Source: GSO Jan 2007
US$
440
489
552
637
725
824
0
100
200
300
400
500
600
700
800

900
2002 2003 2004 2005 2006e 2007f
Source: GSO Jan 2007
US$
440
489
552
637
725
824
0
100
200
300
400
500
600
700
800
900
2002 2003 2004 2005 2006e 2007f
Source:
A
C Nielsen omnibus 200
6
33%
24%
14%
9%
6%

4%
2% 2%
48%
53%
53%
51%
43%
31%
21%
14%
14%
15%
24%
30%
39%
47%
54%
58%
6%
8% 8%
11%
12%
18%
23%
26%
2002 2003 2004 2005 2006 2007F 2008F 2009F
7+m VND
4-7m VND
2-4m VND
<2m VND

Source: TNS Omnibus 2005
62
56
50
48
31
32
36
35
7
12
14
17
0%
20%
40%
60%
80%
100%
1999 2001 2004 2005
EF CD AB
Source: TNS Omnibus 2005
62
56
50
48
31
32
36
35

7
12
14
17
0%
20%
40%
60%
80%
100%
1999 2001 2004 2005
EF CD AB

5
c. Vietnamese consumption trends:
- Growing economy has brought about increasing revenue and consumption.
According to the latest forecast of the Ministry of Trade, monthly
spending per capita in Vietnam in the 2006-2010 periods will increase
around 10.57% a year on average. The increase will be around 10% in
urban areas and 11.25% in rural areas.
- By 2010, per capita spending per month of Vietnamese people will be
VND 657, 800 (US$41.12), specifically VND1,054,700/person (US$65.87)
in urban areas and VND 537,400 (US$33.56) in rural areas.
- Vietnam is the third fastest growing Retail market in the world, especially
in Fast Moving Consumer Goods (FMCG). 6 cities account for 46% of
Vietnam FMCG sales, 30 cities and beyond is currently fueling growth for
commodity categories, said by AC Nielsen Vietnam report.
Picture 5 NATIONAL FMCG RETAIL MARKET STRUCTURE

- Furthermore market research firm Taylor Nelson Sofres (TNS) Vietnam,
has released a report of ten major trends of consumption among
Vietnamese people. According to Ralf Matthaes, Executive Director of
TNS Vietnam, these trends will help companies define market demands to
design suitable products for Vietnamese consumers.
75
51
29
26
5
8
814
7
13
17
21
13
28
46
39
0
20

40
60
80
100
Population Store Number FMCG Sales Retail Sales
6 Cities
30 Cities
53 Cities
Rural

6
- The clearest trend is that Vietnamese people are paying more attention to
their health, with healthcare the top standard in selecting products.
Forecast is also shown that the nutritious foods and indulging with playing
sport will be the tendency in the next ten years.
- Vietnamese consumers are buying product for their basic needs by week.
This trend will open for FMCG companies more income. So the extending
standard products become more competitive. Foreseen, the widening
product categories and specialty products will speed up consumption.
- In addition, Vietnamese people have changed habits in using and
managing money (now using more banking services) and are ready to
spend more.
d. Physical exercise trend in Vietnam:
- The economy growth links to the social progress. Vietnamese people have
concerned in depth with health to live a long life. Nutrition and healthy
information are carefully studied by people. And taking exercising
became a method to keep a healthy and strong body.
- According to survey data of Hochiminh physical department, there are
around 1,148,674 people taking exercise frequently in Hochiminh city. An
estimated 4.1 million people practiced sport regularly in the whole

country.
- Not only the people but also the government is interested in developing
taking physical exercise movement. Lots of sport emulation movements
were mobilized by the government such as taking exercise for defending
country, Hoi Khoe Phu Dong for pupil or festival of sport competition for
every people, etc…

7
- At 1985, there were 150 football grounds, 25 swimming pools and 31
gymnasiums in Hochiminh city, these numbers are increased double in the
last few years. Especially, a lot of sport grounds were built in rural areas.
- Taking physical exercise become more and more popular for all ages in
the city, especially for elderly with many sport association from district,
ward to companies and schools.
- Hochiminh city is developing in a large scale of athletics, swimming,
football, volleyball, basketball, table tennis, racing, badminton, tennis,
gymnastic, body-building, boxing, etc, Tennis is recognized a kind of sport
for upstream, but it’s become very common in Vietnam. There are
hundred of tennis courses and thousands of people playing it every day.
e. Remark:
- Vietnam has young and growing population with the population
approximately 84 million, in there 2/3 of population are under thirties.
Retail sales value of goods and services are eventful and competitive at
the value of 28.5 billion USD in domestic sector in 2005 (Source:
statistical office of Hochiminh city).
- Economic growing speed is high and stable to proclaim living standards
are gradually improved. Basic need as to feed and clothe them properly is
moving to be fond of delicious food and good cloth. Consumption and
buying behavior are changing day-to-day, particularly in young people.
Attending to themselves and family health is became essential demands.

How to maintain a good habitués and good strength for working, studying or
relaxing are the first concerned issue. That’s mean retail market in
general or specialty products for a good health in particularly have a
plentiful potentiality and will grow up strongly. Clearly seen that project

8
investment in beverages or sport drinks is the right thing to do. This
project is also feasible on successful ability and high profits that investors
should be considered.
Picture 6: VIETNAMESE POPULATION











2. LIMITATION:
- This project has limited the sphere of study in Hochiminh city.
- The product is researched and developed for non-professional sportsmen
or people who usually take physical exercise.
3. METHOD OF RESEARCH:
a. Observation:
- Observation processes were taken place at public gardens, badminton
centers, tennis courses, body fitting centers. The result shown that:
o 100% of people wanted to drink during or after finishing physical

exercise.
o 80% of them preferred “Vietnamese ice tea” as a mean drink.
o Other 10% chose pure water.
o The rest took mineral water, soda, fruit juice, milk, drinking
yoghurt, soft drink, beer, energy drink, sport drink and etc…
Growing Population
(1.5 mio people per year)
79.7
80.9
82.0
83.1
84.3
0
10
20
30
40
50
60
70
80
90
100
2002 2003 2004 2005 2006f
Population increase fast, every
year ~1.2 mio kids born
Growing Population
(1.5 mio people per year)
79.7
80.9

82.0
83.1
84.3
0
10
20
30
40
50
60
70
80
90
100
2002 2003 2004 2005 2006f
Population increase fast, every
year ~1.2 mio kids born
…Young Generation
(2/3 population under 34 yrs)
28%
21%
17%
14%
9%
11%
0%
10%
20%
30%
40%

50%
60%
70%
80%
90%
100%
55+
45-54
35-44
25-34
15-24
<15
Source: Asian Demograpgics www.asiademographics.com - 2004
49%
66%
28%
80%
89%
100%
28%
21%
17%
14%
9%
11%
0%
10%
20%
30%
40%

50%
60%
70%
80%
90%
100%
55+
45-54
35-44
25-34
15-24
<15
Source: Asian Demograpgics www.asiademographics.com - 2004
49%
66%
28%
80%
89%
100%
Young population (2/3 under 30
years old)
…Young Generation
(2/3 population under 34 yrs)
28%
21%
17%
14%
9%
11%
0%

10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
55+
45-54
35-44
25-34
15-24
<15
Source: Asian Demograpgics www.asiademographics.com - 2004
49%
66%
28%
80%
89%
100%
28%
21%
17%
14%
9%
11%
0%

10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
55+
45-54
35-44
25-34
15-24
<15
Source: Asian Demograpgics www.asiademographics.com - 2004
49%
66%
28%
80%
89%
100%
28%
21%
17%
14%
9%
11%
0%

10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
55+
45-54
35-44
25-34
15-24
<15
Source: Asian Demograpgics www.asiademographics.com - 2004
49%
66%
28%
80%
89%
100%
28%
21%
17%
14%
9%
11%
0%

10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
55+
45-54
35-44
25-34
15-24
<15
Source: Asian Demograpgics www.asiademographics.com - 2004
49%
66%
28%
80%
89%
100%
28%
21%
17%
14%
9%
11%
0%

10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
55+
45-54
35-44
25-34
15-24
<15
Source: Asian Demograpgics www.asiademographics.com - 2004
49%
66%
28%
80%
89%
100%
Young population (2/3 under 30
years old)

9
o People always want to have cold drink because of heat weather.
b. In-depth interview:
- The interview was a face to face interview with numbers of 30 exercised

people by using questionnaires (see the appendix 3). These people use to
do exercise at least 3 times per week and all of them have done it in the
last 02 weeks.
- In summary, almost people think that drinking help for pleasure their
thirst. Few of them know that heavily sweat come from playing sport
because of increasing heat. To add water help to reduced heat and
compensate for body water loss. If we do not timely add water, body may
fall to disorder and may be taken with a cramp because muscles reduce
operating performance.
- These people usually take drinks at the break or the end of time. 100%
said that drinking water is good. But if they have a match they won’t try
much because they think drink too much could make them full of water
and they couldn’t move fast so it may affect to their competition
achievements.
- 95% usually drink “Vietnamese ice tea” on the exercising time. 20% like
to have some sweet drink such as Red Bull, Coca Cola, mineral water,
soda, beer…. The special point that they frequently bet for beer during
match and drink it after finishing (happen in tennis, badminton, football…).
- 30% of them have take vitamin C everyday to supply essential vitamins
and minerals for body.
- 100% said that doing exercise help them to be strong and active in life.
They also would prefer do it everyday if they have chances.

10
- 85% don’t know the normal water differs from energy or sport drink.
They’ve noticed that energy drink could supply more energy for body but
this kind of drink is too sour and sweet. They feel throat contracted by
having it. And energy drink is still more expensive than other water.
- 100% want to have some sweet drinks when they exercise or have a non-
professional contest. They don’t have it frequently because there are few

of sport drink for them to choose. Furthermore to have soft drink or others
are not good for health by their assumption. For example, drink too much
Coke could spoil their teeth, etc…
- 100% agree to try new sport drinks when they’re asked. They want to
have less sour and sweet taste than energy drink or others. And it’s better
cool. Furthermore they would like it not to be as expensive as energy
drink. 5,000VND is the maximum price that they want to spend for sport
drink.
- Perhaps sport drink is still a very niche market in Vietnam. The general
knowledge of it is quite lack so that people could not recognize its
benefits. And they refuse to use it more frequently.









11
CHAPTER 1: THE DEMAND OF SPORT DRINK
1.1 WHY DO WE HAVE THE DEMAND OF SPORT DINK?
- As water is playing a very important role in human body. It places almost
75% in the body and we always have to supply enough it to keep our life
every day.
- Exercising is coaching us lots of body’ water. In addition, human body
usually may sweat when we’re exercising. How sweat is influenced on
human body? When our body loss one liter of water, the pulse rate should
be increased 8 times per minute and body temperature would be increased

0.3 Celsius degrees. The results in the loss of body fluid and electrolytes
(minerals such as chloride, calcium, magnesium, sodium and potassium)
and if unchecked will lead to dehydration and eventually circulatory
collapse and heat stroke. See the table 1 to have the effect of fluid loss on
the body is as follows:
Table 1: BODY FLUID EFFECTS

% body weight lost as sweat Physiological Effect
2% Impaired performance
4% Capacity for muscular work
declines
5% Heat exhaustion
7% Hallucinations
10% Circulatory collapse and heat
stroke

- Besides, it may loss much water and essential minerals such as Sodium,
Potassium, Calcium, Magnesium, Chloride, Bicarbonate, Phosphate, and
Sulphate. Sodium, Potassium and Chloride are the best important minerals
to help body balanced of water.

12
- Generally 1 liter of sweat contains 0.02g Calcium, 0.05g Magnesium,
1.15g Sodium, 0.23g Potassium and 1.48g Chloride in 1 liter of sweat.
Sodium, Potassium and Chloride, the best important minerals to help body
balanced of water.
1.2 WHAT IS A SPORT DRINK?
- A sports drink is a beverage designed to help athletes dehydrate, as well
as replenish electrolytes, sugar, and other nutrients, which can be depleted
after strenuous training or competition. Sports drinks are intended to

replenish electrolytes, sugar, water, essential nutrients, and are usually
isotonic (containing the same proportions as found in the human body).
- There are three types of sports drink, all of which contain various levels of
fluid, electrolytes and carbohydrate.
Table 2: TYPES OF SPORT DRINKS

Types Content
Isotonic Fluid, electrolytes and 6 to 8%
carbohydrate
Hypotonic Fluids, electrolytes and a low level of
carbohydrate
Hypertonic High level of carbohydrate
- Isotonic - quickly replaces fluids lost by sweating and supplies a boost of
carbohydrate. This drink is the choice for most athletes - middle and long
distance running or team sports. Glucose is the body's preferred source of
energy therefore it may be appropriate to consume Isotonic drinks where
the carbohydrate source is glucose in a concentration of 6% to 8%.
- Hypotonic - quickly replaces fluids lost by sweating. Suitable for athletes
who need fluid without the boost of carbohydrate, e.g. jockeys and
gymnasts.

13
- Hypertonic - used to supplement daily carbohydrate intake normally after
exercise to top up muscle glycogen stores. In ultra distance events, high
levels of energy are required and hypertonic drinks can be taken during
exercise to meet the energy requirements. If used during exercise
Hypertonic drinks need to be used in conjunction with isotonic drinks to
replace fluids.
- The osmolality of a fluid is a measure of the number of particles in a
solution. In a drink, these particles will comprise of carbohydrate,

electrolytes, sweeteners and preservatives. In blood plasma the particles
will comprise of sodium, proteins and glucose. Blood has an osmolality of
280 to 330mOsm/kg. Drinks with an osmolality of 270 to 330mOsm/kg are
said to be in balance with the body's fluid and are called Isotonic.
Hypotonic fluids have fewer particles than blood and Hypertonic have
more particles than blood.
1.3 THE MAIN BENEFITS OF SPORT DRINK
- When body sweats, it may cause some of the next special situation in the
table 3 below:
Table 3: BODY SITUATIONS AND SUBSTANCES
Body situations Needed substances
- Loss fluid on body.
- Loss energy and body
exercising.
- Cramp.

- Carbohydrate & electrolytes help to
prevent body exhausting and supply
energy.
- Sodium helps to balance salt & water
in the body and reduce cramp.
- Exhausting, be
dazzled and feel dizzy
situation.
- Carbohydrate helps body to control
blood sugar Fluids and balance
Sodium in blood.
- Having stroke. - Electrolytes help body to prevent

14

- Increasing body
temperature.
- Circulation problem or
it’s not in a sound
mind
fluid losing and high temperature.
- Added enough needed water to
reduce body temperature.
- Using sport drink could have a main benefit at the following sentences:
o Supplying loss fluid on body cause of sweating.
o Providing required energy for body to exercise durable.
o Supplying enough essential body electrolytes.
o Controlling osmolarity of a fluid among the inside parts of the body
and metabolism process.
o Helping to keep the balance of acid base for cell operation.
o Increasing body water absorption.
1.4 WHY SPORT DRINKS BUT NOT OTHER DRINKS?
- What drink is best for getting and staying hydrated during exercise?
Should water or sports drinks are best? What about juice or carbonated
soft drinks? Coffee or tea? Beer?
1.4.1 Water:
- The natural choice for hydration is water. It hydrates better than any other
liquid, both before and during exercise. Water tends to be less expensive
and more available than any other drink. While some people prefer the
taste of water over other drinks, most people find it relatively bland and
will stop drinking water before becoming fully hydrated. Water is the best,
but it only helps if drink it.
1.4.2 Sport drinks:

15

- Sports drinks don't hydrate better than water, but people are more likely to
drink larger volumes, which leads to better hydration. The typical sweet-
tart taste combination doesn't quench thirst, so you will keep drinking a
sports drink long after water has lost its appeal. An attractive array of
colors and flavors are available. Carbohydrate boost should get from
sports drinks, in addition to electrolytes which may be lost from
perspiration, but these drinks tend to offer lower calories than juice or soft
drinks.
1.4.3 Energy drinks:
- Provide much energy but lots sugar and caffeine, which will lessen the
speed or degree of hydration.
1.4.4 Juice:
- Juice may be nutritious, but it isn't the best choice for hydration. The
fructose, or fruit sugar, reduces the rate of water absorption so cells don't
get hydrated very quickly. Juice is a food in its own right and it's
uncommon for a person to drink sufficient quantities to keep hydrated.
Juice has carbohydrates, vitamins, minerals, and electrolytes, but it isn't a
great thirst quencher.
1.4.5 Carbonated Soft Drinks:
- The containing of colas and uncolas of the world isn't good for the body.
The acids used to carbonate and flavor these beverages will damage teeth
and may even weaken bones. Soft drinks are devoid of any real nutritional
content. But their taste great. They might be a good way to hydrate. The
carbohydrates will slow absorption of water, but they will also provide a
quick energy boost. In the long run, they aren't good for body.

16
CHAPTER 2: BEVERAGE MARKET ANALYSIS
2.1 OVERVIEW BEVERAGE MARKET SHARE:
- Total Vietnamese beverage market is growing YOY 2.1%. Strongest

growth is coming from Fruit juice, energy drink and packaged water.
Carbonate soft drink is still leading category with 42% share in volume
and following by Ready to drink milk and packaged water.
Picture 7: TOTAL 6 CITIES METRO VOLUME







- CSD: Carbonate soft drinks; ED: Energy drinks; FJ: Fruit juices; PW:
Packaged water; RTDT: Ready to drink tea; RTD Milk: Ready to drink
milk; PC: Powder concentrates.
- In general, Vietnamese beverage market is growing 6% in value, and
Sport drink in particularly is an emerging segment with following
highlights:
o Sport Drink Growth MAT TY vs. MAT LY (Volume): x 2.2 times in
6 Cities, especially in HCMC with x 2.8 times.
o It’s driven by Number 1 Active brand of Tan Hiep Phat group (99%
of total Sport Drink) from Jan 2007.
o However, Sport Drink still from a low base (0.6% of total
Carbonate Soft Drinks) in the market.
- Sport drink is quite a small market this time but it is a promising growth
segment in the near future by economic booming and changing healthcare
Source: AC Neilsen Retail audit, JJ 2006
42%
11%
9%
17%

3%
18%
0%
42%
11%
9%
17%
3%
18%
0%
CSD ED FJ PWCSD ED FJ PW
RTDT RTD Milk PCRTDT RTD Milk PC