Energy drink companies market their products to specific consumer groups like extreme sports enthusiasts, students, and gamers. The top energy drinks are Red Bull, Rockstar, and Monster, which target male teenagers and young adults. Energy drink advertisements use symbols, appeals to needs for sex, affiliation and escape, and imply that drinking their product will make one's life more exciting or empowering.
Energy drinks can contain as much caffeine as 5 cans of soda and consumption has increased dramatically among teenagers and young adults in recent years. While moderate caffeine consumption may provide some benefits, energy drinks pose health risks due to potentially dangerous ingredients and interactions with alcohol. Manufacturers are not required to label or regulate caffeine content and combinations of energy drinks and alcohol can increase the risks of dangerous behavior. Healthier alternatives like water, milk, and 100% fruit juice provide hydration without caffeine and are less expensive options.
The document discusses the marketing strategies used to target youth for alcoholic energy drinks. It notes how these drinks are designed to appeal to youth through packaging that mimics non-alcoholic energy drinks and through viral marketing campaigns on social media. The combination of alcohol and caffeine in these drinks also poses public health risks. Researchers recommend actions for communities and governments to curb marketing of these drinks to youth.
This document provides an overview of the energy drink market in India. It notes that energy drinks are the fastest growing sector within the beverage industry in India, with Red Bull and Cloud 9 controlling most of the market share. It also summarizes that energy drink consumers are primarily males aged 20-35, though this is changing. Additionally, it provides a breakdown of beverage category values in India and identifies unmet needs, new offerings, and a marketing strategy for introducing an energy drink for diabetes patients using natural ingredients like jamun seeds.
This document summarizes research on the effects of energy drinks on adolescents and young adults. It finds that energy drinks are popular among this group due to aggressive marketing targeting them. The main ingredients in energy drinks like Red Bull and Monster are caffeine, guarana, taurine, sugar, and bitter orange, which can have adverse effects in large amounts like nausea, anxiety, and hypertension. Studies show energy drinks may improve driving performance and reduce sleepiness if consumed before exercise, but more research is still needed on their safety and effects, especially on adolescents and young adults.
Its a product launch presentation basically.Amateur Sprit & power beverages Pvt. Ltd (ASP)Launching its first product “VERVE” energetic drink.
ASP is a new beverage company which intends to enter the Indian energy drink market.
Its main objective to attain prospected market share by attracting different segments of customers- youths, sportspersons, party goers etc.
Red Bull targets millennials who enjoy extreme sports. They sponsor daring stunts globally to back their slogan "Red Bull gives you wings" and maintain the top market share. By livestreaming risky feats for millions to watch, Red Bull keeps consumers engaged throughout each event to reinforce the brand's adventurous personality.
This category is developing and not fully grown in the market. The main reason for not growing is mainly of its high price, customers feel do they really benefit from drinking energy drink. The main sector who drinks is youth i.e. mainly who play sports frequently
Energy drinks can contain as much caffeine as 5 cans of soda and consumption has increased dramatically among teenagers and young adults in recent years. While moderate caffeine consumption may provide some benefits, energy drinks pose health risks due to potentially dangerous ingredients and interactions with alcohol. Manufacturers are not required to label or regulate caffeine content and combinations of energy drinks and alcohol can increase the risks of dangerous behavior. Healthier alternatives like water, milk, and 100% fruit juice provide hydration without caffeine and are less expensive options.
The document discusses the marketing strategies used to target youth for alcoholic energy drinks. It notes how these drinks are designed to appeal to youth through packaging that mimics non-alcoholic energy drinks and through viral marketing campaigns on social media. The combination of alcohol and caffeine in these drinks also poses public health risks. Researchers recommend actions for communities and governments to curb marketing of these drinks to youth.
This document provides an overview of the energy drink market in India. It notes that energy drinks are the fastest growing sector within the beverage industry in India, with Red Bull and Cloud 9 controlling most of the market share. It also summarizes that energy drink consumers are primarily males aged 20-35, though this is changing. Additionally, it provides a breakdown of beverage category values in India and identifies unmet needs, new offerings, and a marketing strategy for introducing an energy drink for diabetes patients using natural ingredients like jamun seeds.
This document summarizes research on the effects of energy drinks on adolescents and young adults. It finds that energy drinks are popular among this group due to aggressive marketing targeting them. The main ingredients in energy drinks like Red Bull and Monster are caffeine, guarana, taurine, sugar, and bitter orange, which can have adverse effects in large amounts like nausea, anxiety, and hypertension. Studies show energy drinks may improve driving performance and reduce sleepiness if consumed before exercise, but more research is still needed on their safety and effects, especially on adolescents and young adults.
Its a product launch presentation basically.Amateur Sprit & power beverages Pvt. Ltd (ASP)Launching its first product “VERVE” energetic drink.
ASP is a new beverage company which intends to enter the Indian energy drink market.
Its main objective to attain prospected market share by attracting different segments of customers- youths, sportspersons, party goers etc.
Red Bull targets millennials who enjoy extreme sports. They sponsor daring stunts globally to back their slogan "Red Bull gives you wings" and maintain the top market share. By livestreaming risky feats for millions to watch, Red Bull keeps consumers engaged throughout each event to reinforce the brand's adventurous personality.
This category is developing and not fully grown in the market. The main reason for not growing is mainly of its high price, customers feel do they really benefit from drinking energy drink. The main sector who drinks is youth i.e. mainly who play sports frequently
This document summarizes research into energy drink consumption among teenagers and young adults. It used the Addressable Minds program to segment consumers into three groups - Party People, Flavor Lovers, and Health Enthusiasts. Different messaging was identified as most effective for each segment. The research found that flavor, effectiveness, and health were major concerns and that bottle design and colors were also important influences on teenage consumption of energy drinks. Peer pressure and endorsements had less impact than initially thought.
Team Monster was tasked with developing strategies to improve Monster Energy Drink's position in the energy drink market. They conducted secondary research on the market size, segments, growth rate, consumption, distribution channels, pricing, and major competitors. Their primary research examined main purchasing criteria and compared Monster to competitors. The energy drink market was growing, with consumption projected to reach 1.3 liters per capita by 2014. Monster's target markets included male students aged 17-30 seeking an energy boost for activities. Compared to Red Bull and Amp through a weighted decision matrix, Monster scored slightly lower than Red Bull but higher than Amp. The team's next steps were to research Red Bull further and position Monster to match or surpass Red Bull's performance
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
This document provides an overview of Red Bull Energy Drink, including its history, products, ingredients, advertising strategies, market share, and cartoons. It details that Red Bull was created in 1987 and is now the most popular energy drink worldwide, with 3 billion cans sold annually. The document also shows Red Bull has over 40% of the global energy drink market based on 2008 dollar sales.
This presentation summarizes the energy drink market in Bangladesh and proposes a new product launch. The energy drink market is worth 100 crore taka and targets young and middle-aged adults. Existing brands like Royal Tiger and Pran Power have a market share of 70% and 25% respectively. The presentation recommends developing a 100% alcohol-free and halal certified energy drink called "Punch" with organic caffeine and taurine. It proposes distribution through wholesalers and retailers to supermarkets, gyms, and youth events. The marketing strategy includes TV, radio, and billboard advertising alongside social media and event promotions.
Cresent pure(harvard business school case) pushkar sarafPushkar Saraf
PDB is launching Crescent Pure, an organic energy drink. It contains herbal stimulants with 80mg of caffeine and 70% less sugar than competitors. PDB sees opportunity in the growing organic and natural drinks market but cannot launch nationally until 2015 due to production constraints. Sarah must evaluate positioning strategies and her promotion depends on Crescent's success. Research shows the 18-34 age group prefers energy drinks while 12-24 favors sports drinks. Crescent is priced competitively and has advantages over competitors in being organic and healthier. With proper marketing, Crescent can break even in its first year.
Marketing plan for launching crescent pureNitin Singh
PDB aims to launch Crescent Pure in 3 Western states in January 2014. Market research shows consumers prefer energy drinks over sports drinks. Therefore, PDB will position Crescent Pure as an energy drink to capitalize on the larger and faster growing $13.5 billion energy drink market. It will compete by offering an organic product that is healthier, less sweet, and cheaper than competitors. Break-even analysis confirms PDB and distributors can be profitable selling Crescent Pure at $2.75 per unit while recovering marketing costs.
production and opreation(pom) on redbullRishabh Rathi
Red Bull is an energy drink produced by Red Bull GmbH. It contains caffeine, taurine, B vitamins, sucrose, glucose, and water. The document discusses Red Bull's production process and key considerations for plant location, including raw material supply and transport facilities. It describes Red Bull's manufacturing base in central Europe which allows for consistent product quality worldwide and efficient implementation of new technologies. The recycling-focused production process ensures aluminum cans are 100% recyclable with no loss of quality or aluminum.
Red Bull conducted a PESTEL analysis of the Czech market which found it favorable for expansion. The energy drinks category was growing 5% annually in the Czech Republic. Red Bull has 43% market share but faces restrictions from some politicians. Red Bull's marketing focuses on extreme sports sponsorships and events. Its target market includes students and young professionals aged 16-30. Red Bull prices its products at a premium but sees low threats of substitution or new entrants given its strong brand. It aims to leverage universities to promote the message that Red Bull can help achieve both academic and fun results.
Crescent Pure is an organic beverage company founded in 2008 that sells 1000 cases per month. It was acquired by Portland Drake Beverages who wanted to expand into the premium organic market. To capture more of the growing organic market, Crescent Pure needs to decide on a positioning strategy. It considers positioning as an energy drink, sports drink, or organic energy drink. After analyzing characteristics and opportunities of each, it is recommended to position as an organic energy drink to leverage the growing organic industry and target health-conscious consumers. The budget is $750,000 and pricing should be $2.75 per can wholesale to reach 12,000 cases sold per month and achieve desired profits.
PDB owns Crescent Pure, an organic functional beverage. It is considering positioning strategies such as sports drink, energy drink, or healthy organic beverage. Positioning as a sports drink could fail since Crescent's price is higher than sports drinks and a past sports drink strategy failed. Positioning as a healthy organic beverage matches Crescent's consumers, ingredients, and prices better than other options. A $750,000 ad campaign and 12,000 case monthly production would allow PDB to break even within a year.
A presentation made on the analysis of a Havard Business School briefcase on- Crescent Pure, during a Marketing Management internship by Professor Sameer Mathur.
Red Bull's mission is to be the premier marketer and supplier of energy drinks globally. It has a strong brand identity and market leadership in the energy drink category. However, it faces threats from increasing health concerns about caffeine and competition from organic energy drinks. Red Bull uses an aggressive marketing strategy that focuses on sponsoring youth-oriented sports and utilizing buzz marketing through student brand managers and social media promotions.
Crescent Pure is a functional beverage company acquired by Portland Drake Beverages. Sarah Ryan must recommend a positioning strategy for Crescent Pure's launch in western US states. After analyzing energy drinks versus sports drinks, consumer research finds Crescent is seen as natural and healthy. Ryan recommends positioning Crescent in the energy drink category as a healthy alternative, as it has lower caffeine and competition than sports drinks. Breakeven analysis shows the $750k advertising budget will allow Crescent to break even on annual sales of 144,000 cases.
PDB recently acquired Crescent Pure, an organic beverage. Sarah Ryan must decide how to position and market Crescent Pure in the next 6 weeks. The document analyzes positioning it as an energy drink, sports drink, or organic energy drink. It recommends positioning it as an organic energy drink to target the growing natural products market and differentiate from competitors. Crescent Pure already uses organic ingredients and consumer research showed people described it as natural and functional rather than as an energy or sports drink. Positioning it organically would allow them to hit a new market segment with their existing product.
The document examines different music magazine genres including pop, R&B, classical, and rock. Pop music magazines target young girls aged 9-15 and focus on fun, exciting content. R&B magazines typically feature black artists on the cover. Classical music magazines have a simple, classy layout aimed at an older audience. Rock magazines usually feature male rock stars and have a bold, sharp design.
2015-16 UCO women's basketball media guideBronchoSports
Heather Davis is in her second season as an assistant coach for the Central Oklahoma women's basketball program.
Davis came to UCO after spending the 2013-14 season as an assistant coach at Oklahoma Wesleyan University. She helped guide the Eagles to a 27-7 record and a trip to the NAIA Division II National Tournament.
Prior to her stint at OKWU, Davis served as an assistant coach at Oklahoma City University from 2011-13. She helped the Stars to back-to-back 20-win seasons and a pair of appearances in the NAIA Division I National Tournament.
A native of Edmond, Okla., Davis was a standout player at Edmond Memorial High School before continuing her career at the
This document summarizes research into energy drink consumption among teenagers and young adults. It used the Addressable Minds program to segment consumers into three groups - Party People, Flavor Lovers, and Health Enthusiasts. Different messaging was identified as most effective for each segment. The research found that flavor, effectiveness, and health were major concerns and that bottle design and colors were also important influences on teenage consumption of energy drinks. Peer pressure and endorsements had less impact than initially thought.
Team Monster was tasked with developing strategies to improve Monster Energy Drink's position in the energy drink market. They conducted secondary research on the market size, segments, growth rate, consumption, distribution channels, pricing, and major competitors. Their primary research examined main purchasing criteria and compared Monster to competitors. The energy drink market was growing, with consumption projected to reach 1.3 liters per capita by 2014. Monster's target markets included male students aged 17-30 seeking an energy boost for activities. Compared to Red Bull and Amp through a weighted decision matrix, Monster scored slightly lower than Red Bull but higher than Amp. The team's next steps were to research Red Bull further and position Monster to match or surpass Red Bull's performance
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
This document provides an overview of Red Bull Energy Drink, including its history, products, ingredients, advertising strategies, market share, and cartoons. It details that Red Bull was created in 1987 and is now the most popular energy drink worldwide, with 3 billion cans sold annually. The document also shows Red Bull has over 40% of the global energy drink market based on 2008 dollar sales.
This presentation summarizes the energy drink market in Bangladesh and proposes a new product launch. The energy drink market is worth 100 crore taka and targets young and middle-aged adults. Existing brands like Royal Tiger and Pran Power have a market share of 70% and 25% respectively. The presentation recommends developing a 100% alcohol-free and halal certified energy drink called "Punch" with organic caffeine and taurine. It proposes distribution through wholesalers and retailers to supermarkets, gyms, and youth events. The marketing strategy includes TV, radio, and billboard advertising alongside social media and event promotions.
Cresent pure(harvard business school case) pushkar sarafPushkar Saraf
PDB is launching Crescent Pure, an organic energy drink. It contains herbal stimulants with 80mg of caffeine and 70% less sugar than competitors. PDB sees opportunity in the growing organic and natural drinks market but cannot launch nationally until 2015 due to production constraints. Sarah must evaluate positioning strategies and her promotion depends on Crescent's success. Research shows the 18-34 age group prefers energy drinks while 12-24 favors sports drinks. Crescent is priced competitively and has advantages over competitors in being organic and healthier. With proper marketing, Crescent can break even in its first year.
Marketing plan for launching crescent pureNitin Singh
PDB aims to launch Crescent Pure in 3 Western states in January 2014. Market research shows consumers prefer energy drinks over sports drinks. Therefore, PDB will position Crescent Pure as an energy drink to capitalize on the larger and faster growing $13.5 billion energy drink market. It will compete by offering an organic product that is healthier, less sweet, and cheaper than competitors. Break-even analysis confirms PDB and distributors can be profitable selling Crescent Pure at $2.75 per unit while recovering marketing costs.
production and opreation(pom) on redbullRishabh Rathi
Red Bull is an energy drink produced by Red Bull GmbH. It contains caffeine, taurine, B vitamins, sucrose, glucose, and water. The document discusses Red Bull's production process and key considerations for plant location, including raw material supply and transport facilities. It describes Red Bull's manufacturing base in central Europe which allows for consistent product quality worldwide and efficient implementation of new technologies. The recycling-focused production process ensures aluminum cans are 100% recyclable with no loss of quality or aluminum.
Red Bull conducted a PESTEL analysis of the Czech market which found it favorable for expansion. The energy drinks category was growing 5% annually in the Czech Republic. Red Bull has 43% market share but faces restrictions from some politicians. Red Bull's marketing focuses on extreme sports sponsorships and events. Its target market includes students and young professionals aged 16-30. Red Bull prices its products at a premium but sees low threats of substitution or new entrants given its strong brand. It aims to leverage universities to promote the message that Red Bull can help achieve both academic and fun results.
Crescent Pure is an organic beverage company founded in 2008 that sells 1000 cases per month. It was acquired by Portland Drake Beverages who wanted to expand into the premium organic market. To capture more of the growing organic market, Crescent Pure needs to decide on a positioning strategy. It considers positioning as an energy drink, sports drink, or organic energy drink. After analyzing characteristics and opportunities of each, it is recommended to position as an organic energy drink to leverage the growing organic industry and target health-conscious consumers. The budget is $750,000 and pricing should be $2.75 per can wholesale to reach 12,000 cases sold per month and achieve desired profits.
PDB owns Crescent Pure, an organic functional beverage. It is considering positioning strategies such as sports drink, energy drink, or healthy organic beverage. Positioning as a sports drink could fail since Crescent's price is higher than sports drinks and a past sports drink strategy failed. Positioning as a healthy organic beverage matches Crescent's consumers, ingredients, and prices better than other options. A $750,000 ad campaign and 12,000 case monthly production would allow PDB to break even within a year.
A presentation made on the analysis of a Havard Business School briefcase on- Crescent Pure, during a Marketing Management internship by Professor Sameer Mathur.
Red Bull's mission is to be the premier marketer and supplier of energy drinks globally. It has a strong brand identity and market leadership in the energy drink category. However, it faces threats from increasing health concerns about caffeine and competition from organic energy drinks. Red Bull uses an aggressive marketing strategy that focuses on sponsoring youth-oriented sports and utilizing buzz marketing through student brand managers and social media promotions.
Crescent Pure is a functional beverage company acquired by Portland Drake Beverages. Sarah Ryan must recommend a positioning strategy for Crescent Pure's launch in western US states. After analyzing energy drinks versus sports drinks, consumer research finds Crescent is seen as natural and healthy. Ryan recommends positioning Crescent in the energy drink category as a healthy alternative, as it has lower caffeine and competition than sports drinks. Breakeven analysis shows the $750k advertising budget will allow Crescent to break even on annual sales of 144,000 cases.
PDB recently acquired Crescent Pure, an organic beverage. Sarah Ryan must decide how to position and market Crescent Pure in the next 6 weeks. The document analyzes positioning it as an energy drink, sports drink, or organic energy drink. It recommends positioning it as an organic energy drink to target the growing natural products market and differentiate from competitors. Crescent Pure already uses organic ingredients and consumer research showed people described it as natural and functional rather than as an energy or sports drink. Positioning it organically would allow them to hit a new market segment with their existing product.
The document examines different music magazine genres including pop, R&B, classical, and rock. Pop music magazines target young girls aged 9-15 and focus on fun, exciting content. R&B magazines typically feature black artists on the cover. Classical music magazines have a simple, classy layout aimed at an older audience. Rock magazines usually feature male rock stars and have a bold, sharp design.
2015-16 UCO women's basketball media guideBronchoSports
Heather Davis is in her second season as an assistant coach for the Central Oklahoma women's basketball program.
Davis came to UCO after spending the 2013-14 season as an assistant coach at Oklahoma Wesleyan University. She helped guide the Eagles to a 27-7 record and a trip to the NAIA Division II National Tournament.
Prior to her stint at OKWU, Davis served as an assistant coach at Oklahoma City University from 2011-13. She helped the Stars to back-to-back 20-win seasons and a pair of appearances in the NAIA Division I National Tournament.
A native of Edmond, Okla., Davis was a standout player at Edmond Memorial High School before continuing her career at the
El Día Universal del Niño celebra los derechos y el bienestar de los niños en todo el mundo. En 1954, la Asamblea General de las Naciones Unidas recomendó la creación de este día y en 1959 y 1989 se aprobaron la Declaración y Convención sobre los Derechos del Niño. Aunque el día oficial es el 1 de octubre, cada país lo celebra en una fecha diferente, como Colombia en abril, para promover la protección de la infancia.
Pequeño ensayo sobre el primer cápitulo de la obra de Fernando Savater, denominada: Ética para Amador. basado el ensayo en unicamente el primer cápitulo, donde luego estaré publicando los demás a medida de que realice el respectivo ensayo de cada uno de los mismos. Espero y les resulte de alguna utilidad.
This document discusses product/market fit and how to measure whether a product has achieved it. It defines product/market fit as customers looking for, paying for, and loving a product. It recommends measuring product/market fit using benchmarks like having: a growth model where marketing spend is less than revenue; multiple sustainable marketing channels; lifetime value 3x customer acquisition cost with a 12 month payoff; 15% daily/monthly active users; a 3% upgrade/conversion rate; 40% of customers saying it's a "must have"; a net promoter score of over 50; 30 customer surveys; and 10 customer interviews. The key is knowing when a product has found product/market fit and avoiding over-investing before it is
Infiniti Poker Marketing Plan - MBA Marketing ClassSam Bishop
The document outlines Infiniti Poker's goals, strategies, and implementation plans for becoming a leading online poker site for US players. Its key goals are to position itself as THE site for US players through convenient deposit/withdrawal options like Bitcoin that provide a live poker experience. Its initial strategic focus will be niche marketing to experienced US players abandoned after the UIGEA by providing superior features. Challenges include gaining critical mass of players and market share before larger sites copy its model.
The document discusses the stereotypical image of a rockstar, including their look, attitude, lifestyle, and music. It involves trashy informal clothing, a crazy don't-care attitude, an extreme partying lifestyle of "sex, drugs, and rock n roll", and intense, crazy music. However, the stereotype of male rockstars and the portrayal of women as groupies is changing as more female artists achieve rockstar status with their own style and image.
Brief overview: Usage of Social Media in GamblingMarie Talak
The slides for my speech at Georgia Gaming Congress 2016.
Feel free to contact me if you have any questions, or if you find an error that needs to be corrected. Thanks!
Caffeine, energy drinks, and strength power performanceFernando Farias
CAFFEINE AND ENERGY DRINKS
ARE POPULAR SUPPLEMENTS THAT
HAVE VARIABLE USES IN BOTH
ATHLETIC AND NONATHLETIC POP-
ULATIONS. EVIDENCE HAS BEEN
RELATIVELY CONSISTENT IN
SHOWING THE EFFICACY OF THESE
“HIGH-ENERGY” COMPOUNDS IN
ENHANCING ENDURANCE PERFOR-
MANCE, BUT LESS IS UNDERSTOOD
REGARDING ITS ERGOGENIC PO-
TENTIAL IN STRENGTH/POWER AC-
TIVITIES. THIS REVIEW FOCUSES ON
THE EFFICACY ON THESE PROD-
UCTS (CAFFEINE BY ITSELF OR IN
COMBINATION WITH OTHER INGRE-
DIENTS) ON STRENGTH/POWER
PERFORMANCE AND REACTION
TIME. IN ADDITION, DISCUSSION ON
THE EFFICACY OF CAFFEINE DUR-
ING PROLONGED ACTIVITY AND ITS
ROLE DURING TACTICAL PERFOR-
MANCE IS ADDRESSED.
Social Gaming Overview: Too Big To IgnoreMark Silva
This presentation was delivered on April 12, 2011 for ad:Tech San Francisco in a standing room only session. If you tweet this please include #socialgaming hashtag and feel free to cc any of the presenters.
Easy to digest information on the importance of hydration in sport, the physiological effects of dehydration on performance, the role of sports drinks as an ergogenic aid!
This document provides an overview of basketball, including its objectives, rules, equipment, positions, skills, and gameplay. The key points are:
1. The objectives are to learn the history of basketball, identify the rules and regulations, perform basic skills, and play basketball with classmates.
2. The basic skills covered are dribbling, passing including chest, bounce and overhead passes, shooting including set shots, layups, jump shots, hook shots and slam dunks.
3. Both offensive and defensive skills are discussed, including rebounding, boxing out, cutting, faking, passing and timing on offense.
The document provides an executive summary and background for developing a business plan for GIRLZ, a proposed healthy energy drink for women in Thailand. It summarizes that while women are a large consumer segment of energy drinks globally, existing energy drinks in Thailand primarily target men. The business plan will explore developing GIRLZ, a sugar-free and fat-free energy drink with light fruity flavors to provide energy without jittery side effects commonly associated with traditional energy drinks. A SWOT analysis is also provided, identifying strengths such as being the only energy drink targeting women, while weaknesses include being a new brand and having above average prices.
The Indian energy drinks market is growing at 50% annually with consumption of 1.5 million cases per year. New energy drinks regularly enter the market both through imports and domestic production. Target groups for energy drinks include school-going teenagers for affordability and college students as an alternative to hard liquor. Key target markets are social/sports clubs, health centers, gyms, youth events, colleges, lounge bars, restaurants, and sports events. The market is growing fast over the last 5 years with many new products launching featuring innovative ingredients and targeting different consumer groups. Red Bull currently dominates the market with around 70% share as the first mover since 2003. The energy drinks segment is projected to lead beverage sector growth over the
The document discusses the physiological effects of exercising in the heat and strategies for athletes to reduce the impact of heat. It covers acute responses like increased sweating and core temperature. It also discusses performance implications of dehydration and strategies for acclimation like improved sweating and cardiovascular function over 7-14 days. Drinking guidelines are provided to hydrate before, during and after competition with water and electrolytes in hot conditions.
The document discusses the origins and definitions of non-alcoholic beverages. It derives from either the word "Bever" meaning a light meal or snack, or the French word "Boire" meaning something to drink. The document defines a non-alcoholic beverage as a potable liquid with less than 0.5% alcohol by volume. It then provides examples of common syrups used in non-alcoholic beverages and their flavors and colors. Finally, it discusses different types of carbonated and non-carbonated water beverages.
The document summarizes the key causes and impacts of World War II. It identifies the failure of the Treaty of Versailles, Munich Agreement, and League of Nations as main causes. It also discusses the Axis and Allied powers, Axis goals of gaining world power and land, America's entry into the war after Pearl Harbor, and life changes during the war including the treatment of Japanese Americans and expanded roles of women and minorities.
The marketing presentation summarizes the launch of a new energy drink called "Pepsi-E The Energy Booster" by PepsiCo. Primary and secondary research was conducted. Primary research in the form of a questionnaire found that while Red Bull has a large market share for energy drinks, many consumers are open to replacing their current brand if a healthier option is available. The secondary research involved analyzing PepsiCo's marketing strategies and positioning over time, as well as a SWOT analysis of Pepsi-E. Pepsi-E will be launched starting with a Lemonade flavor and focus on natural flavors and less caffeine than competitors to differentiate itself in the growing energy drink market.
This document provides information on the marketing strategies and campaigns of three major energy drink brands: Red Bull, Monster Energy, and Rockstar. It summarizes their target markets, promotional activities, sponsorship activities, website and print presence. Red Bull targets young adults aged 18-25 and sponsors diverse extreme sports and music events. Monster Energy sponsors motocross and supercross events and uses "monster girls" promoters. Rockstar sponsors rock concerts and targets rock music fans through sponsorship of bands. All three use aggressive sponsorship of sports and music events along with website and print advertising to promote an active lifestyle and image associated with their brands.
The document discusses three popular energy drink brands: Red Bull, Monster, and Rockstar. It provides details on their history, target markets, marketing strategies, and market share. Red Bull is the longest-established brand and current market leader with around 50% share. Monster has around 18% share and focuses its marketing on event sponsorships. Rockstar, which was founded most recently in 2001, has around 14% share and targets a rock music lifestyle image.
- Monster Energy is an energy drink launched in 2002 that advertises through sponsoring extreme sports like skateboarding and motocross. They use athletes and models to promote the brand and the idea that drinking Monster will give people the energy to do exciting activities.
- Red Bull is the highest selling energy drink worldwide. They advertise through sponsoring various sports and music events. Their TV ads show people gaining abilities after drinking Red Bull. Both companies use athletes and videos to promote the idea that their drinks will enhance performance.
Here are the key points I gathered from your questions:
- Bang Energy has traditionally relied on a distributor model for distribution, but recently signed an exclusive deal with PepsiCo to leverage their extensive distribution network in the US.
- E-commerce is an important direct-to-consumer channel, but Bang will benefit from PepsiCo's presence on store shelves up and down streets across various geographies.
- Distribution cadence and promotional plans will need to be tailored by sales channel and geography to optimize visibility and velocity.
- The economics and margins under the PepsiCo deal will be an important factor in Bang's growth and ability to invest in marketing.
- Sponsorships and geo-targeted promotions can
The document discusses several popular energy drink brands to gather inspiration for promoting a new energy drink called Swift. It analyzes competitors, ingredients, labeling, and pricing of Powerade, Monster, and Boost. Powerade's main competitors are Gatorade and Lucozade. Its ingredients include water, high fructose corn syrup, and vitamins. Labeling for Powerade has shifted from using cartoon images to being more plain. Pricing varies by supermarket but a Powerade typically costs £1.01-£1.19. Monster's competitors are Red Bull, Rockstar and V Drink. Its ingredients include caffeine, taurine and B vitamins. Old and new Monster labels emphasize the energy boost through colors and graphic
This document provides a product development plan for Go Girl, an energy drink brand. It includes a situational analysis of the energy drink market and competitors Red Bull and Monster. Primary research in the form of taste tests and interviews with college students revealed preferences for the original and pomberry flavors. The plan recommends keeping the Go Girl name but updating the logo. It suggests positioning the brand as healthier and donating proceeds to cancer research. Distribution should be expanded and new flavors like strawberry added. The creative brief outlines advertising the brand's charitable giving and "go girl" attitude.
Brand Leadership - 5 Global Cases from the best brands By Dan Pankrazguest7e5b6a
5 Global Case studies showing how the best brands create leadership in their categories. A youth marketing slant with some examples of brands who have gotten it wrong....and then recovered
This document provides an overview and analysis of the energy drink Red Bull. It discusses Red Bull's target market of young adventurous males aged 16-29. It describes Red Bull's logo featuring two bulls, and its signature blue and silver can design. The document analyzes Red Bull's marketing strategy of sponsoring extreme sports and Formula 1 racing. It also summarizes Red Bull's website focus on extreme sports over the drink itself.
The document discusses strategic brand management for the Sprite brand. It includes an agenda covering topics like brand audit map, history, personality, customer segmentation, positioning, promotional campaigns, competition, metrics and recommendations. The brand aims to own all pillars of South African hip hop culture and provide a platform for youth expression. It targets 16-19 year olds and focuses on leveraging hip hop to showcase self expression and help consumers maintain their cool in intense moments.
Red Bull currently dominates the energy drink market for 18-24 males but needs to expand to new audiences. It proposes repositioning itself for "urban professionals" and developing an all-natural product called "Instinct" based on coconut water, ginseng, and other natural ingredients to appeal to health-conscious consumers. Instinct's marketing will emphasize trusting one's instincts and gaining natural energy immediately through the product's secret formula. The new target audience for Instinct will be those seeking a natural energy option.
Full Throttle is an energy drink brand introduced in 2004 by Coca-Cola. While it once held 6.9% of the energy drink market share, its share has declined as competitors like Red Bull and Monster have grown. Full Throttle is looking to revitalize its brand by targeting a new demographic of young women ages 18-24. Market research suggests promoting Full Throttle as a drink that enhances confidence and social experiences could help attract this audience.
This document analyzes and compares the marketing strategies of four popular energy drink brands: Red Bull, Relentless, Monster, and SoBe Pure Rush. It discusses the target demographics, branding, logo design, packaging, slogans, and sponsorship activities of each brand. Red Bull targets young adult males interested in sports with a simple yet distinctive color scheme and logo. Relentless aims for artistic teenagers with stylistic packaging and sponsorship of music events. Monster promotes an extreme image through its claw-like logo and sponsorship of motocross and other extreme sports. SoBe Pure Rush markets a natural energy drink but its strategy is not described in detail.
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This is a powerpoint version of our appeal to investors to raise funds to support the launch of Marquis Platinum (a healthy alternative to energy drinks)
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Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Energy drinks
1. Presented by:
Polly Dumond
Stephanie Kung
Giovanna Francia
Parisa Mohammadi
Shierwin Vigilla
2. Energy Drinks
Energy drink slogans are as different as the drinks
themselves, but they all work to appeal to the ideal
consumer crowd. Energy drinks, unlike other beverages,
are traditionally marketed to a very small, specific
consumer group. For example, some energy drink
brands focus on extreme sports enthusiasts, others
cater to students and their energy needs, and still others
try to attract the video game crowd. Top energy drinks
by brand are Red bull in first place, followed by Rockstar
and Monster. The target market for energy drinks is
mostly male teenagers and young adults.
3. Summary
Energy drinks contain a variety of ingredients,
primarily caffeine or guarana and vitamins
Industry is driven by health and wellness trends
No scientific evidence to prove energy drink
claims
Energy drinks are primarily consumed by the
younger generation, people who are “on-the-go”
4. Industry History
Nearly 20 years old
Began in Europe & Asia
Red Bull: first in US in
1997
Hansen also based in US
in 1997
First became popular with
athletes in US - extra
energy for workouts &
competitions
5. Industry Sales
Currently thought to be the second highest
growth sector of the soft drink industry
$3.7 billion dollar industry
Sales of energy drinks have increased 50%
each year since 2001 (total of 516% increase
from 2001-2006)
Sales are projected to reach $5 billion in 2007
6th largest category in the beverage market
6. Top Energy Drinks
&
Beverage Market Growth
Top Energy Drinks by Brand
% Change % Change
Market
Brand Dollar Sales Vs. Prior Vs. Prior
Share
Year Year
Red Bull $192,954,700 67.3 57.7 -1.2
Rockstar $30,352,410 105.8 9.1 1.5
Monster
$26,137,550 206.9 7.8 3.5
Energy
Sobe
Adrenaline $18,249,200 31.1 5.5 -1.7
Rush
AMP $17,084,970 31.8 5.1 -1.5
Sobe No Fear $13,352,710 91.7 4.0 0.4
Full Throttle $8,886,300 NA 2.7 2.7
HansenÕs
$2,252,797 -37.3 0.7 -1.2
Energy
HansenÕ Lost
s
$2,184,804 623.8 0.7 0.5
Energy
Rip It $1,803,258 NA 0.5 0.5
Category
$334,742,800 70.3
Total
Source: Information Resources Inc., Total food, drug and mass merchandise (excluding Wal-
Mart) for the 52 weeks ending June 12, 2005
7. Advertising Expenditures
Use distribution as a marketing tool - fashionable
night clubs, convenience stores, and gas stations.
Red Bull increased it’s advertising expenditures
from $2 million in 1998 to more than $40 million in
2003. In 2004, Red Bull spent $600 million
Energy drink companies market themselves
around extreme sports and adventure. Red Bull
supports 240 athletes worldwide to help promote
their product
Monster is known for its high advertising budget
8. Competitors
Industry is dominated by one product - Red
Bull
Rockstar is strongest non-Red Bull brand
(distributed by Coca-Cola)
Followed by Monster (distributed by Hansen)
SoBe (distributed by PepsiCo)
Xyience first launched energy drinks in 2006
9. Target Audience
Appeals to very specialized market segments
Overworked executives/businessmen
People “on the go”
Truck drivers
“Hip”, younger generation
65% of US teenagers (7.6 million teens) say they
drink energy drinks
Number of teenage consumers has increased by 3
million over the past 3 years
11. Red Bull Energy Drinks
Logo: Two charging bulls
Colors: Red, blue,
white/silver, yellow
Slogan: “Red Bull gives
you wiiiings”
Commercials: Generally
cartoons; sometimes
spoofs on famous stories
(Rapunzel, Frog prince,
Aladdin, Adam and Eve,
Petrus)
12. Red Bull Commercial: Rapunzel
The prince comes
galloping on his horse
towards Rapunzel’s tower
to save her
Rapunzel lets down her
hair, but it is too short and
the prince cannot reach it
Instead, the prince tosses
Rapunzel a can of Red
Bull, because “Red Bull
gives you wiiiings”
13. Red Bull - Appeals
Need to escape
The tower was confining Rapunzel, but the commercial implies
that now that she has Red Bull, Rapunzel will be set free
In the original story, Rapunzel is able to free herself with help of
the prince and her long hair. However, because her hair is too
short in the commercial, she is helpless without the Red Bull.
Need for affiliation
This commercial promises that Red Bull can provide the fairy tale
ending in which the prince and princess live happily ever after
together.
Because Rapunzel will be freed from the tower, she can run off to
have a better life with the prince.
14. Red Bull - Symbolism
The product name, Red Bull, implies dominance
and aggression. Many people are drawn to this
idea and believe that the energy drink can satisfy
their lack of these attributes in their lives.
Red: energy, strength, and power
Yellow: energy
Blue: confidence
White: perfection
All four of these vibrant colors combine to form an
energetic and powerful image for Red Bull
15. Product Promotion Techniques
Utilizing familiar stories with new twists
implies that Red Bull can improve the
original image of the consumer to be better,
cooler, and more modern.
Humor is used to connect to the audience
to imply that the product is fun and exciting.
16. Underlying Message
Red Bull is essential to having a fulfilling
life, because it can make your life exciting
and fun. With the energy drink, anyone can
conquer things that were never possible
before.
17. Rockstar Energy Drinks
Logo: Star
Colors: Gold, Black, Red,
White
Slogan: “Party Like A
Rockstar”
Ads: Typically with
attractive girls in bikinis and
projecting a party image
18. Rockstar Advertisement
Ad setting is in a Jacuzzi
during the evening
Two hot females in bikinis,
one calling up people to
come over for a party and
the other pouring herself a
rockstar drink in a
champagne glass.
Rockstar is being chilled in
the ice chest, replacing what
would normally be alcohol.
19. Rockstar - Appeals
Need for sex
Women are in bikinis and projecting the “Party like a Rockstar
image” in a Jacuzzi. By having the Jacuzzi in the ad it shows a
more sexy/intimate way to party.
The woman in the white bikini is on the phone, calling up guys
and inviting them to come and get the party started. The other
woman in the bikini has already started to “Rockstar it”. The
Rockstar drinks are chilling in a ice chest where you would
normally see alcohol. By using the Rockstar in place of the
alcohol, a sexier image like those seen in alcohol
advertisements is projected.
20. Rockstar - Appeals Cont.
Need for affiliation
“Party like a Rockstar” gives off an image to
consumers that admire celebrities and want to
socialize with or be like them. Many celebrities
are known to party like rock stars and many
consumers feel compelled to imitate the images
they see.
Using sexy women in the ads attract men. The
commercial implies that with Rockstar, anyone
can attract sexy women like the women in the
ad.
21. Product Promotion Techniques
Marketing ads with hip hop artists, famous
athletes, actors and actresses, sexy women
and men
Hiring sexy models to promote their
products at clubs, sporting events,
concerts, and parties
22. Rockstar - Message
Literal meaning: Rockstar will make you
cool, sexy, wealthy, famous, and powerful
Drinking Rockstar will make you feel
energized, healthy, and strong. If you
drink Rockstar, it will also help you look
sexy, stay in shape, and feel good all day.
Hidden Subtext: Buy our product and you
will live, feel, and act like a Rockstar.
23. Xyience Energy Drinks
Logo: Large circle in the
center with smaller circle on
the left of it.
Colors: Each drink has a
specific color that represents
its flavor.
Slogan: “Xtreme science
for your active lifestyle”
Commercial: Attractive
woman drinking it and
dancing with energy.
24. Xyience - Commercial
Attractive woman
slouching in chair with
obviously no energy to
move
The woman picks up a can
of Xyience energy drink
and takes a sip
Immediately gains energy
and begins dancing
Followed by a large
explosion in the
background
25. Xyience - Appeals
The need for sex – the Xyience add oozes sex appeal and is directly
aimed at male population, which is the target audience for energy
drinks. Sex appeal is clearly seen throughout the ad, but especially
when the model kisses the can at the end of the ad. Also, the clothes
(or more accurately, the lack of clothes) in the ad easily capture the
attention of male viewers.
The need for escape – the illusion that if you drink this energy
drink, you could potentially have this woman. Xyience presents an
opportunity to escape from an unfulfilling life without the women
in the Xyience advertisements. Furthermore, the company plays up
the chance to “have” the woman in the ad by providing desktop
photos, etc.
26. Xyience - Appeals Cont.
The need to dominate – Xyience promises the consumer power,
the ability to go from having absolutely no energy to having full
energy, and to possibility to dominate in any situation. Xyience
is also the office sports drink of Ultimate Fighting
Championship (UFC) which also implies dominance over the
weak who do not drink Xyience.
27. Xyience - Symbolism
The subtext of the commercial insinuates that Xyience energy
drinks will make any person more desirable which is portrayed
by the woman in the commercial and the effect the drink had on
her.
Black: power, mystery
Red: Energy, Strength
28. Methods used to promote product
The music that is used throughout the video clip
is a modern genre and most appealing to the
younger generation of today’s world.
A tool of persuasion we see being used here is
an attractive woman presenting a fake image of
what the energy drink may turn a person into.
29. Underlying Message
Xyience will give you explosive energy even
when you are exhausted.
Xyience will make you sexy and bring
excitement to your life.
Xyience is a blessing to have in your life
(expressed when the model kisses the can at the
end)
30. Monster Energy Drinks
Logo: Big “creepy” M
looks like it’s been slashed
or clawed as if a Monster
has created it.
Colors: Green and White
for main logo. Colors of
logos on cans are different
depending on the product
Slogan: “Unleash the
Beast!”
Commercials: Usually ad
prints or internet ads
31. Monster Print Ad
Ad has a race car driver,
presuming someone
famous and driver of the
Monster Energy race care
Slogan is on the upper left
hand side “Unleash the
Beast!” in standard
Monster green color
Race car is center of shot
and has flames coming
out of it
32. Monster - Appeals
Need to Affiliation
Race car fans and clubs – many people, a large majority of
the men, want to be affiliated with racing
Need to escape
The dream of driving a race car; getting to go fast
Need to aggress
Racing is an aggressive sport
The flames in the ad also hint at aggression
33. Monster - Appeals Cont.
Need for prominence
Being associated and therefore having the same
prominence as the Monster race car driver because
the consumer is drinking Monster as well
Need for Drink
Monster provides a basic need – drink and
promises to deliver energy as well
34. Product Promotion Techniques
Known for their high advertising budget
Mainly distribution channels – bars/clubs, gas
stations, convenience stores
Extreme sports/events promotions
Race Car sponsorship
Athlete and Celebrity endorsement
Internet website and advertisements
Attracts fan mail on MySpace pages
35. Monster - Symbolism
The product uses a logo that appears to have
been created by a “monster.”
Logo is slashed or clawed and the background is
green on the primary logo
Monster uses various logo colors depending on
the product in which they’re placed
The primary logo color of green gives off eerie
monster vibe
36. Underlying Message
Product messages are definitely slanted towards
males – their target audience. “Unleash the
Beast!” really aims to convenience the consumer
that their product will give them a real increase of
energy and make them tougher, boosts athletic
performance or powers of concentration – this
could be why it appeals to the extreme sports
fans.
37. Conclusion
The energy drink industry is a smart industry that is continually developing, expanding, and
using innovative marketing techniques. As a whole, the industry caters to a younger market, and
some energy drink brands aim their products at a health-conscious crowd.
With today's health conscious trends, energy drinks have the potential to surpass soft drinks as
the reigning market leader. However, they need to continue to expand their target market and
increase their distribution. If the energy drink companies can obtain some scientific support for
their claims this might also help to boost sales.
Currently the primary target for the majority of energy drink companies is male teenagers and
young people. These products are designed for a younger generation concerned more about
instant satisfaction and fast results than something more long lasting. These attractive claims
appeal to this group of consumers because they are flashy and funny, not because they impart
definite truth or wisdom.
With increasing advertising spend and greater product recognition, energy drink companies are
positioning themselves to become a beverage staple in many homes world-wide.
38. Resources and Links
A Drink for Today: History of the Energy Craze
http://energydrinks.factexpert.com/889-energy-drink-history.php
Vemma Verve
http://vemma-verve.com/
Marketing Profs Knowledge Exchange : Energy Drink Markets
http://www.marketingprofs.com/ea/qst_question.asp?qstID=12178
Sports Energy Drink-Makers
http://www.bevindustry.com/content.php?s=BI/2004/09&p=9
Energy Fiend : America's Most Caffeinated Cities
http://www.energyfiend.com/category/news/
39. Resources and Links Cont.
Energy Drink – Wikipedia, the free encyclopedia
http://en.wikipedia.org/wiki/Energy_drink
The Soda With Buzz
http://www.forbes.com/forbes/2005/0328/126_print.html
·Double-digit growth – health is the main market driver
http://www.beveragemarketing.com/dilworthcsdgrowth.html
http://www.color-wheel-pro.com/color-meaning.html
www.redbull.com/#page=LandingPage.1143632066244-92676986
http://www.rockstar69.com/galleriesP.php?custom=Rockstar%20Mansion%20Shoot
http://www.xyience.com/c-584-video-gallery.aspx
http://www.monsterenergy.com