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With an ‘ever-new-launching’ strategy of actually very little differentiating products they try to touch many different target groups – the ‘size’ itself, makes them ‘main-stream’.
Strictly speaking, SoBe does everything it can to remain the opposite, precisely by being a market nicher in a fast growing and innovative segment with a special entrepreneurial culture. Its main competitors really are companies build up on a similar idea, namely ‘Snapple’ and ‘Arizona’, number two and three in the market sub-segment of ‘New Age’ drinks in the US, respectively.
SoBe is in a very narrow, sensitive, competitive and fast-growing segment of ‘lifestyle’ soft drinks, and therefore, entirely different from the mainstream-driven conventional soft-drink producers...
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