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.

1. FINAL REPORT – AUGUST 2011
ENERGY DRINKS
Project Team
Nathan Taft
Ryan Taft

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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
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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.
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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,
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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
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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’
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8. There are three unique segments
Different – Different Strategies
Party 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
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9. The Party People’s Priorities
•Our Extra Strength formula
packs our biggest punch
•It's for long nights of
gaming and partying
•It’s the energy shot for
extra busy people who
need abig boost of extra energy
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10. The Party People’s Turnoffs
•The key ingredients are also available in
everyday 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!
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11. Health Enthusiasts
•Ingredients are also available
in everyday foods like
broccoli, avocados, bananas,
and apples
•You wanted a zero calorie, zero
sugar energy drink... we got it!
•Boosts your body's own natural energy levels
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12. Flavor Lovers
•Combo of natural juices mixed
with our original flavor and powered up
with 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
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13. The Energy Drink Segmentation Wizard– Online
example
The Segmentation Wizard is a short survey with the
questions derived from the full survey to identify
segment membership
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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
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