Ready’s 15-years of proven success empowering modern women to be “The Self-Achievers”

The image of energy drinks has traditionally conveyed their benefits for men, leading to a perception that such products are framed for male consumers only. However, the introduction of the "Ready" brand, which clearly announced its position as an energy drink for women, brightened up the market and ignited a marketing phenomenon. This ground-breaking approach, featuring "Ready" in a slim and compact bottle, designed with women in mind, quickly gained popularity. The surge in popularity not only highlighted the appeal of the product but also indicated that women are an intriguing target group of consumers.

What are the reasons behind "Ready’s" enduring success in catering to female consumers for over 15 years? And what are the key factors that contribute to its strength and remaining the leader in the women's energy drink market? Let’s find out...

Exploring the strengths of the "Ready" brand prior to establishing a definitive “Image for Women”

Building on the solid foundation of TCP Group, renowned for its pioneering and market-leading "Kratingdaeng (Red Bull)" energy drink, a Thai brand that has grown and achieved popularity worldwide, the company ventured further into the beverage industry by expanding the market to the premium energy drink segment by introducing “Ready,” specifically designed for women in a range of formulas.

• Ready Goji Berry is infused with Goji berries, a rich source of antioxidants.
• Ready Boott is formulated with L-Arginine, which helps strengthen muscles, and Zinc, catering to women who loves actions and physical activities such as extreme sports.
• Ready Pink in Lychee Lemon taste combines Collagen and Vitamin C, making this perfect for young women who prioritize maintaining beautiful skin.
• Ready Goji Berry 0% sugar is tailored to health-conscious young women.

By analyzing the remarkable aspects that allowed “Ready” to break into the market and encourage women to “change their attitudes” to try premium energy drinks, we can identify its perfectly timed market entry, offering a uniquely different product in the market, and ability to meet specific market demands. In addition, “Ready” swiftly adapts to evolving marketing trends in the health and beauty sectors.

• “Ready” responds to “The Self-Achievers” lifestyle of women with high purchasing power, brings a refreshing experience that prepares their bodies for any activity in their daily lives, and meets the needs of modern working women who have an active lifestyle and need energy at work, just like men.
• “Ready” goes beyond typical energy drinks by providing additional value and benefits through ingredients that promote health and beauty, incorporating Goji berries, L-Arginine, Zinc, Collagen, and Vitamin C, while also addressing the trend of reducing sugar consumption with its sugar-free formula (0% Sugar).
• The packaging is unique, modern and presents consumers with a trendy image. It stands out as the first brand to have introduced a transparent bottle showcasing the vibrant color of the liquid mixed with fruit juice, offering a fresh taste. The sleek and convenient shape of the bottle sets it apart from previous offerings.
• Ready is leveraging the market for premium energy drinks by incorporating benefits that support health and beauty.
• Superior product distribution system facilitated by "Durbell," a leading product distribution business under TCP Group, ensures that stores and customers nationwide can swiftly access "Ready" through all channels. In addition, the brand secures space on the shelves of community stores through promotional incentives, thereby encouraging them to generate sales.

Ms. Prapaipak Weigl, Global Marketing Director (F&B) of TCP Group, said, “Ready is widely acknowledged as a strong brand in the beverage industry, evident from the tremendous popularity of the first product ‘Ready Goji Berry’ since its launch in 2009. Meeting the energy needs of women who prioritize self-care, ‘Ready’ consistently introduces new products through ongoing marketing efforts, which have contributed to the establishment of a strong female customer base that endures to this day.”

The next step for "Ready": Enhancing women’s empowerment in society

Over the past 15 years, "Ready" has gone beyond being just an energy drink by addressing the needs of modern women, who play an increasingly significant roles, in addition to empowering women in society through intensive marketing activities and several campaigns that conveyed the concept of empowering women’s readiness with the tagline “Ready, The Self-Achievers.”  
Furthermore, Ready continued to inspire women and developed a distinct brand image by representing a belief in good things and refreshment, exemplified by talented female presenters, such as Paula Taylor, Chompoo-Araya, Ploy-Chermarn, Margie-Rasri, Mai-Davika, Baitoei-Zuvapit, and most recently, Thanaerng-Kanyawee.

According to data from a survey conducted by Kantar, there has been an increase in the proportion of women consumers in the premium energy drinks market, rising from 48% to 55%. Moreover, an energy drink consumer behavior and opinion survey highlighted the high regard for "Ready," especially among women aged 18 to 35 who have reported an increased initiation in their energy drink consumption. These findings led the company to build trust and encourage modern women to experience energy drinks, thereby expanding its customer base.

Additionally, a market study by Nielsen revealed that "Ready" is the only premium energy drink brand to maintain its top position in sales, experiencing a 15% increase in 2022 compared to the previous year, and holding on a 70% market share of the total market value for premium energy drinks, which is estimated to be worth 1.495 billion baht.

"Ready" has learned from its success over the past 15 years and continues to improve the brand by focusing on self-care trends while empowering women in the new era to be “The Self-Achievers” through a significant transformation aiming to captivate the hearts of consumers and convey a stronger brand message that celebrates the power of women.

• A packaging revamp after 15 years introduces more vibrant and eye-catching colors, along with vivid images of the fruit in each formula, creating a refreshing visual appeal. The iconic “Power on” logo of "Ready" is retained to reinforce the brand's commitment to always empowering women and fueling their readiness.
• The brand continues to leverage the influence of "powerful presenters" inspiring people to trust in their potential through the introduction of a new presenter, "Thanaerng - Kanyawee Songmuang," a model and actress with a strong identity. In addition, in taking on her new role as the CEO of QOW Entertainment, she is represented as a new generation of CEOs who reach full potential and possess beauty, agility, and a determination to succeed. Accordingly, she portrays The Self Achievers character and a modern woman who is ready to do her best, aligning perfectly with the brand image of "Ready."
• Comprehensive marketing activities are being implemented across all channels including offline and online media, and commercial films. The focus is on enhancing the premium image and success of women, while encouraging initiation of "Ready" consumption by highlighting the brand’s new packaging and presenter.

"We are confident that our revamped packaging and the announcement of our new presenter will generate positive feedback among consumers, leading to continuous brand growth and the retention of existing customers, while also attracting new ones. We are committed to standing side by side with women and driving their empowerment in line with TCP Group's purpose ‘Energizing A Better World for All’,” concluded Ms. Prapaipak.