Energy Drinks Presentation.ppt

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Energy Drinks Presentation.ppt

  1. 1. FINAL REPORT – AUGUST 2011 ENERGY DRINKS Project Team Nathan Taft Ryan Taft
  2. 2. © 2011 2
  3. 3. Our issue• Energy Drinks are very popular beverages• Our issue is the amount they are consumed by Teenagers and young adults and the negative effects of these drinks• We use The Addressable Minds program to figure out who is drinking energy drinks and the reasons they do © 2011 3
  4. 4. • Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues accurately defining consumer attitudes and preferences both stated and unstated.• It has been described by Malcolm Gladwell and others as discovering the “DNA of the Consumers Mind”.• This patented science created by Dr. Howard Moskowitz, author of “Selling Blue Elephants” (Wharton Press) and the Wharton Business School has achieved critical acclaim and financial success across: – product design and development, – consumer messaging, – more effective consumer engagement physically and digitally. © 2011 4
  5. 5. Dr. Howard Moskowitz.Addressable Minds Inventor, honored by the scientific community,... s the Chairman of iNovum, a graduate of Queens College and holds a Ph.D. in Experimental Psychology from Harvard University. on two of the most prestigious awards in market research 005 Charles Coolidge Parlin Marketing Research Award The “Nobel Prize” of Market Research, received only by the pioneers of market research. Recipients include Arthur Nielsen, George Gallup, Michael Porter, David Ogilvy and Philip Kotler. 010 Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research Society, © 2011 5
  6. 6. SURVEY OVERVIEW (1 of 2) An Addressable Minds Survey is a survey of key ideas for stadium advertising to prospects Survey conducted on August 5, 2011: ◦ Population Ages 14 and over of Males/Females across the US The team created key marketing and advertising messaging with the intent to entice the survey taker to attend stadium events © 2011 6
  7. 7. SURVEY OVERVIEW• 103 Individuals responded• Assess two major aspects of messages – Does it convince a prospect to drink Energy Drinks? – How does it make the prospect feel?• Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’ © 2011 7
  8. 8. There are three unique segments Different – Different StrategiesParty People Flavor Lovers 21% 22% Health Enthusiasts 59% Messaging for one group isn’t necessary going to appeal to the other…and could actually hurt © 2011 8
  9. 9. The Party People’s Priorities •Our Extra Strength formula packs our biggest punch •Its for long nights of gaming and partying •It’s the energy shot for extra busy people who need abig boost of extra energy © 2011 9
  10. 10. The Party People’s Turnoffs•The key ingredients are also available ineveryday foods like broccoli, avocados,bananas, and apples•It’s packed with B-vitamins and amino acids •You wanted a zero calorie, zero sugar energy drink with a new sweetener system... we got it! © 2011 10
  11. 11. Health Enthusiasts•Ingredients are also availablein everyday foods likebroccoli, avocados, bananas,and apples •You wanted a zero calorie, zero sugar energy drink... we got it! •Boosts your bodys own natural energy levels © 2011 11
  12. 12. Flavor Lovers•Combo of natural juices mixedwith our original flavor and powered upwith the full load of our energy blend•Available in many natural flavors•Try our unique flavor with potent energy formula mixed with a combo of tropical juices © 2011 12
  13. 13. The Energy Drink Segmentation Wizard– Online exampleThe Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership © 2011 13
  14. 14. Conclusions• Flavor, effectiveness and health are three major issues for teenagers• Peer pressure and endorsements have an effect but not as large as we thought• Bottle design and colors was very important• Teenagers use energy drinks for partying and staying up late rather than to do work © 2011 14

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