1. ENERGY DRINKS ANDTHE PAKISTANI MARKET
MADE BY: RAHIM RAFIQ SAJWANI

2. STARTED FROM US IN 1996WITH A PROMISE”VITALIZES
BODY AND MIND”
BEVERAGE CATEGORY WAS BORN
MAINTAINED ITS LEADERSHIP INTHE CATEGORY

3.  When thinking about the energy drink
market, it is important to consider who is the
most receptive to the purposed effect on the
beverages.
 People are exhausted of their work.
 Majority of the drinks are developed for the
young generation, comprising of male
teenagers.

4.  The drinks are advertised heavily, with one of
the most aggressive, innovative way.
 Sponsored activities like
 Windsurfing
 Snowboarding
 Skateboarding
 Formula 1 racing

5.  Red Bull car drives around and hands out free
sample to the public

6.  A batches of red bull imported from Austria
 0.1 – 0.3 micrograms of cocaine per liter.

7.  High blood pressure
 Stress and cardiovascular
 Headache
 Insomnia
 Nervousness

8.  It is an extremely minute amount
 Will not harm unless taken in extremely large
quantities.

9.  Cocaine is illegal inTaiwan, and punishable by
death.
 The drink has been banned inTaiwan and 11
states in Germany.

10.  Despite all this negative publicity, energy
drinks continue to gain popularity.
 Red Bull is the market leader both nationally
and internationally.

11.  Sprite 3G
 Speed
 Sting

13.  Between ( 18 – 35 )

14.  Sting by Pepsi recently took to
aggressive marketing with an
interesting BTL activity
 A group of young male and female
ambassadors dressed in captain and
stewardess uniform were seeing driving
around in hummers and motorbikes and
handing out free sample of the drinks.

15.  General sampling in Malls.
 On the beach
 Traffic signals
 Concerts, plays and other events.

16.  At Rs 60 they were finding it hard to get a
foothold in a price sensitive market
dominated by red bull.
 Revised its position and re-launched the drink
in Rs 20 soft drink bottles, making it available
to the masses.

17.  Energy drinks, despite all adverse health
effects appears to be selling well.
 Many studies have shown that the adverse
effects of these drinks are more than the
benefit the consumer think they get.
 Diabetes and heart disease are on the rise, all
over the world.

18.  Energy Drinks are both Popular but
Questioned
 They are questioned because people wonder
about their ingredients and health effects