Energy drinks first became popular in the United States in 1996 with the promise to "vitalize body and mind". They target young male teenagers who are exhausted from work. The drinks are heavily advertised through sponsoring extreme sports and Formula 1 racing. Red Bull gives out free samples from their cars. Some batches of Red Bull were found to contain small traces of cocaine. While energy drinks gain popularity, there are also health concerns like high blood pressure, stress, and questions around their long term effects.

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