...Per’l Choco as brand 7 Consumer and audiences 12 Media and communication 18 Advertising context 21 SWOT analysis 23 Recommendation 25 References 26 Company Profile POWER ROOT (M) SDN. BHD. Established 1999 Specialized Areas: herbal energy drinks, coffee, chocolate drink, cereal drink, tea. (in instant 3 in 1 packets beverage and can drinks) POWER ROOT (M) SDN. BHD. was founded on 23 July 1999 in Johor Bahru, Johor. It is a company to develop and promote herbal energy drinks fortified with two main rainforest herbs which are Eurycoma Longifolla or commonly known as “Tongkat Ali” and Labisla Pumilia and Pathoina or “Kacip Fatimah”. These herbs are indigenous to Malaysia and its properties for promoting physical well. The company has invested heavily in research and development of these traditional herbs to create its own brand of products to compete in the international market. Power Root with its own operational objectives “Quality, Innovation, Sharing” expanded in Malaysia and Malaysians started to take notice of this company and as a brand of botanical energy drinks. The company expanded very quickly and in March 2001, Power Root established a branch company in Kuala Lumpur to expand their business in the city of Malaysia. Power Root establish the company in Kuala Lumpur with the aim to better coordinate its logistic and serve its customers more affectively. In 2003...
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...I JUST CAN’T GET GOING WITHOUT MY MORNING COFFEE Effects of Caffeine Shilpa Jones Dr. Panter 03/27/2012 In today’s society, caffeine is a way of life and can be found in various shapes and forms. Though most people might not regard caffeine as a drug, it very much is. Around 90% of Americans swallow caffeine each day and at the amount of 300 milligrams. Caffeine is a white powder that is fairly soluble in liquid at a person’s body temperature. In the supermarket, many products up and down the aisle can be found that contain caffeine in some sort of form. Coffee, which usually contains the most, to the ever popular choice of soda are just some of the products that include the substance, caffeine. Not only can it be found in many regular products, but also in the form of over-the-counter medicines. Caffeine is prescribed for treatment of drowsiness and fatigue. As with all forms of it, caffeine is dangerous and has put a big burden on society today. People do not know its destructive affects and continue to abuse it unknowingly. The stimulant, caffeine has had an adverse effect on behavior in America and is simply going to get worse as time goes on. | 8oz | 12oz Can | per/oz | Caffeine in Coke Products | | | | Coke Classic | 23 mg | 34.5 mg | 2.875 mg | Coke Zero | 23 mg | 34.5 mg | 2.875 mg | Vanilla Coke | 23 mg | 34.5 mg | 2.875 mg | Diet Coke | 31 mg | 46.5 mg | 3.875 mg | Diet Vanilla Coke | 31 mg | 46.5 mg | 3.875 mg | | | ...
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...I JUST CAN’T GET GOING WITHOUT MY MORNING COFFEE Effects of Caffeine Shilpa Jones Dr. Panter 03/27/2012 In today’s society, caffeine is a way of life and can be found in various shapes and forms. Though most people might not regard caffeine as a drug, it very much is. Around 90% of Americans swallow caffeine each day and at the amount of 300 milligrams. Caffeine is a white powder that is fairly soluble in liquid at a person’s body temperature. In the supermarket, many products up and down the aisle can be found that contain caffeine in some sort of form. Coffee, which usually contains the most, to the ever popular choice of soda are just some of the products that include the substance, caffeine. Not only can it be found in many regular products, but also in the form of over-the-counter medicines. Caffeine is prescribed for treatment of drowsiness and fatigue. As with all forms of it, caffeine is dangerous and has put a big burden on society today. People do not know its destructive affects and continue to abuse it unknowingly. The stimulant, caffeine has had an adverse effect on behavior in America and is simply going to get worse as time goes on. | 8oz | 12oz Can | per/oz | Caffeine in Coke Products | | | | Coke Classic | 23 mg | 34.5 mg | 2.875 mg | Coke Zero | 23 mg | 34.5 mg | 2.875 mg | Vanilla Coke | 23 mg | 34.5 mg | 2.875 mg | Diet Coke | 31 mg | 46.5 mg | 3.875 mg | Diet Vanilla Coke | 31 mg | 46.5 mg | 3.875 mg | | | ...
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...City college international faculty of university of sheffield 2013 STARBUCKS COFFEE STRATEGIC PLAN MODULE TITLE: Business Strategy Executive Summary The main purpose of the current paper was to develop strategic plan for Starbucks for the future and to analyze the alternative strategic directions compared with the existing strategy. The paper starts with brief description of the company profile and the product line that company successfully offers during their operations history. The second part of the strategic plan analyzes the external environment of the company by analyzing the industry current situation. From the Five forces model we able to move on to ascertain that the industry generally is attractive that lead to a growth of strategy. The external environment analysis identify that company faces a strong competition from competitors from other industries like case of McDonalds and Dunkin Donuts. Also, from the external analysis was identified the success factors of Starbucks that led them to leading position in the industry. The drivers of change are describing the external environment in which the company operates and to which factors company need to pay attention for the future avoidance of challenges. The third section of the assignment analyzes the internal environment of the company there is given high attraction to SWOT analysis in order to understand the company’s opportunities for growth and strengths that could increase the strategy’s success and...
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...Table of Contents Executive Summary pg. 3 Pepsi vs. Coke pg. 4 Pepsi vs. Dr. Pepper pg. 6 Pepsi vs. Kraft pg. 9 Recommendation and Conclusion pg. 11 Appendix pg. 12 Executive Summary PepsiCo, Inc is the result of a merger between Pepsi-Cola and Frito-Lay. Pepsi-Cola was originated by a pharmacist, Caleb Bradham, in the late 1890's; Frito-Lay was established in 1961 by a merger between the Frito Company and the H.W Lay company. The major products of PepsiCo, Inc include, but are not limited to, Pepsi-Cola (est. 1898), Diet Pepsi (est. 1964) and Mountain Dew (est. 1948). PepsiCo boasts several global brands including, Pepsi, Quaker Oats, Gatorade, Lays, and Tropicana. A vast portfolio allows PepsiCo to provide more choices for customers, and drive lower costs, productivity enhancements and new capabilities. Their products are available globally and the portfolio includes 22 brands that generates more than $1 billion in estimated annual...
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...INTRODUCATION It is know that caffeine is a supplement, which is used in a wide range of products (tea, coffee, soft drinks, chocolate etc.), to increase body functions such as heart rate and respiration rate (Addicott et al., 2010). The effects of caffeine on performance have been studied through many experiments (Spriet, 2014; Duncker & Bache, 2008; Goldstein et al., 2010; Graham, 2001; Wasserman et al. 1973). The impact that caffeine has on pulse rate and respiratory rate during exercise may not be equally effective, it’ s important to understand the effect caffeine can have on the human body, to understand the impact and implication is can have. During exercise energy is used, in the form of ATP (adenosine triphosphate), which is generated...
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...| Product Analysis: Monster Energy Drink | Bill ClymerWednesday August 14, 2013Written by: Maira Khalid | PART A Situation Analysis Monster Beverage Corporation The Hansen Beverage company (recently changing their name to Monster Beverage Corporation on January 5th of 2012), was a family owned and operated company in the 1930’s, selling freshly squeezed juices to local film studios. In the 1970’s, one of the Hansen brothers decided to transition their beverage business into marketing ‘natural sodas’. This was the upturn of the company that led them to where they are today. Today, Monster Beverage Corp. has transformed into the largest energy drink company in Canada with sales of more than $ 2.1 billion in 2012. Monster beverages have always been, and still claim to be free of preservatives, caffeine, sodium, artificial flavours and colours. Although many people believe that all energy drinks contain high levels of caffeine and are not healthy, the company’s mission statement which has not changed since Jan 5th, 2012 when the company changed its name, states otherwise. The Mission Statement The mission of Monster Beverage Corp. is to satisfy consumers' needs for superior quality and great tasting, healthy, natural and functional beverages. Our beverages will be positioned as an upscale brand and will often be marketed at a premium to competitive mainstream products. This mission statement provides Monster Beverage Corp. with the information needed for...
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...financial consulting services include financial and economic analysis; restructuring, turnaround, and bankruptcy advisory services for financially distressed organizations, creditors, and other constituents; valuations of businesses or assets to assist clients with financial reporting and restructuring efforts; and focused consulting. The company’s operational consulting services comprise assisting clients with research administration opportunities and challenges; assisting clients to assist their strategic, operational, management, and financial challenges. Innova International serves an array of industries, including professional services, transportation services, healthcare, telecommunications, financial services, consumer products, energy and utilities, manufacturing, and food and beverage. The company was founded in 1996 and is headquartered in Boston, Massachusetts with major subsidiaries in Poland, China, and Japan. II. The Company: Hagan & Company Hagan & Company is one of the world’s largest food processing companies. Hagan occupies the first or second position in most product categories and invests heavily in established brands through marketing and research and development. Hagan’s growth has come through acquisitions and steady penetration into developing markets. The company operates about 500 factories in more than 100 countries and has more than 250,000 employees worldwide. Hagan is focused on people, products, brands, and markets. The company’s fundamental...
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...Assignment 1 Red Bull Female Perspective Focus Group Marketing Research Introduction: For over 26 years, Red Bull has manufactured and sold energy drinks. With over 40 billion cans consumed and sold in over 166 countries, Red Bull is currently the number one energy drink brand consumed worldwide, but as new energy drink companies emerge and the market saturates, it is important to retain a competitive edge. A report conducted by Nielsen on users of energy drinks states that a new heavy user category has been discovered; young mothers (Nielsen, 2013). In the past Red Bull has remained very neutral, appealing to both males and females with gender neutral packaging and directed marketing to the target markets of young males, students and club goers. Recently, direct competitors such as Monster and 5 hour energy have created flavours designed specifically for the female demographic. As an industry leader, it is important to evaluate possibilities, especially if they mean gaining market share. This focus group will explore the potential opportunities that this newly discovered target market may hold. Purpose of study (problem definition): The following study is an attempt to gather insight on the wants and needs of a new target market demographic (young mothers and young female energy drink consumers). Will a new female-oriented beverages be well received and potentially profitable? Specific research objectives and information/data requirements: The Goals of this...
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...Chapter 9 Assignment: Starbucks vs. McDonald’s Strategies | 1. How does Starbucks enter foreign markets? Do you agree with its rapid growth strategy? (Consider what has happened to the number of stores and locations during the last few years in answering this question). Consider where Starbucks is located, and markets that will be advantageous to Starbucks in the future in answering this question. Discuss how Starbucks entry approach is different/similar from strategies that McDonald’s uses to enter foreign markets. Are both companies currently competing head-to-head in certain markets? Explain. Be specific in your explanation and consider recent press releases and information from annual reports in responding to these questions. (9 points) Starbucks expands into global markets through joint ventures. A joint venture is, “an agreement under which two or more partners own or control a business” (Luthans & Doh, 2012 p. 625). Two businesses partners come together to pursue the same goal and opportunity. Starbucks entered a joint venture with Tata Global Beverages to begin opening and operating Starbucks cafes throughout India. An article titled Strategies for Researching Global Markets says, “In the U.S. close to two-thirds of Starbucks cafes are owned by Starbucks while outside the U.S. about two-thirds of their stores are partnerships” (Virginia’s Community Colleges, p. 1). We agree that Starbucks rapid growth strategy to join international joint ventures is...
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...comprehend the brand’s influence in the United States. Approach: We will focus mostly on secondary research for our brand audit, but we will use primary sources whenever possible. Additionally, a marketing research project was undertaken by the group to assess the brand equity locally within the Washington Metropolitan area. Background about Brand The idea to create soluble coffee originated in 1930 when the Brazilian government approached the Nestlé brand with a proposition. (Nescafé 2011) The Brazilian Coffee Institute wanted to create a coffee that was soluble in hot water in order to increase the use of coffee and thus help increase Brazil’s exports. A Nestle executive named Max Morgenthaler set up a team, and it began experimenting different ways to meet that request while still maintaining the coffee flavors that everyone loved. After seven years of research in Switzerland, Nescafé was born.(Nescafé 2011) The name stems from a combination of Nestlé and café, the Italian word for coffee. It was introduced in Switzerland on April 1st, 1938 as the world’s first commercially successful soluble coffee; hugely popular with Allied forces during WW2, it became a runaway success thereafter. (Nescafé 2011 ) In the 1960s Nestle introduced a new brand, Taster’s Choice, in the United States instead of Nescafé. In 2003, the company reintroduced the Nescafé brand to the United States in the form of Nescafé Taster’s...
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...Positioning Strategy: By creating product, service, channel, people and image differentiation Nestle reach the consumer touch point more effectively & efficiently in comparing with their competitors in the highly competitive food processing sector. Product Differentiation: Nestle brings a lot of product for target customers. They provide 25 types of minerals in Nido for children. It also provides Cerelac and Lactogen1 &3 for newly born baby exclusively. Now the doctors prescribe these products for babies to their parents for high nutrition Nescafe is a product which contains 4 types of categories. They offer Nescafe ice for hot weather, classic for all 3 in 1 for those who are busy. They provide Maggi including Maggi instant; Maggi 2 minutes which contain various minerals, vitamins and nutritions.Maggi also provide magi healthy soup and Maggi corn soup but charge the same price. Channel Differentiation: Nestle reach their products to the customers through their expert market salesman and transportation. So that their products are much available to their respective customers. Image differentiation: Nestlé’s logo is totally different from its competitors that are greatly accepted by its customers. For that reason customer easily identify them in the market which is another effective advantage for Nestle. People differentiation: Nestle has a large number of employees that are highly educated and trained. In Bangladesh, 400 employees are working in market Company chairman;...
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...Energy Drinks: An Assessment of Their Market Size, Consumer Demographics, Ingredient Profile, Functionality, and Regulations in the United States M.A. Heckman, K. Sherry, and E. Gonzalez de Mejia ABSTRACT: The consumption of energy drinks is rapidly increasing, as demonstrated by their large market growth. The targeted demographic group is teenagers, young adults, 18 to 34 y old; although expansion into nontraditional markets is also occurring. It is claimed that energy drinks can offer an increased energy boost related to their ingredient profile of caffeine, taurine, herbal extracts, and vitamins. Research suggests that energy drink formulations, in addition to increasing energy utilization, may also improve mood, enhance physical endurance, reduce mental fatigue, and increase reaction time. However, in most cases, the corresponding mechanisms of action are not clear. In addition, concerns have been raised over their safety and with a currently weak regulatory environment, efforts need to be made to ensure consumer safety. The objective of this article is to review the current U.S. energy drink market with emphasis on its market size, target demographic, active ingredients, potential benefits, safety, and regulations. Introduction Energy drinks refer to beverages that contain, besides calories, caffeine in combination with other presumed energy-enhancing ingredients such as taurine, herbal extracts, and B vitamins. They first appeared in Europe and Asia in the 1960s in...
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...druggist, who first formulated Pepsi-Cola. Today, Pepsi is part of a portfolio of drinks that includes carbonated and non-carbonated drinks such as soft drinks, juices and juice drinks, ready-to-drink teas and coffee drinks, isotonic sports drinks, bottled water and enhanced waters. PepsiCo operates in four major fields. These fields include: PepsiCo Americas Beverages, PepsiCo Americas Foods, based in America PepsiCo Europe, and PepsiCo Asia, Middle East and Africa. The Pepsi-Cola Company is the world’s second largest beverage company. Pepsi-Cola beverages are available in about 170 countries. The product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Dr. John Stith Pemberton, a local pharmacist, produced the syrup for Coca-Cola, and carried a jug of the new product down the street to Jacobs' Pharmacy, where it was sampled, pronounced "excellent" and placed on sale for five cents a glass as a soda fountain drink. Carbonated water was teamed with the new syrup to produce a drink that was at once "Delicious and Refreshing," a theme that continues to echo today wherever Coca-Cola is enjoyed. The company markets its beverages under various brand names, including Coca-Cola, Diet Coke, Fanta, and Sprite. The Coca-Cola Company also produces and markets noncarbonated beverages, including waters and flavored waters, juice and juice drinks, energy and sports drinks, teas,...
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...------------------------------------------------- Executive Summary The Kool-Aid brand has faded as the market has become flooded with various choices of sodas, waters, energy drinks, packaged and powdered sports drinks, and a myriad of other options. Our goal is to bring back this brand which was once at the heart of teen popular culture. We will focus on bringing two new products to the Kool-Aid lineup: sugar-free premixed and energy drink. The target market for sugar free Kool-Aid is soccer moms who generally have one to three children ages four to fourteen. We believe these moms will like the idea of having an alternative to sugary sports drinks and sodas for their children. The target market for Kool-Aid energy drink is young adults who enjoy sports and gaming. We believe that these people drink energy drinks more often and grew up with Kool-Aid and will be happy to see it return in a form they can drink and still feel like adults. We plan to run full page advertisements in magazines such as Better Homes and Gardens and many gaming and sports magazines. We have allocated 7% of the revenue from Kool-Aid for advertising these new products. Once a sufficient number of advertisements have run, we will survey and review customer satisfaction. Comparing these results with surveys prior to running the campaign will let us know if Kool-Aid has become part of the consideration set of energy drink buyers and soccer moms. ------------------------------------------------- This analysis will explain how the Kool-Aid...
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