...energy source, capable of boosting the human body to new limits by extending its endurance, continues. In the recent years energy drinks have become extremely popular all around the world. The energy drink is a highly caffeinated stimulant that is able to raise the performance of the human body. Many people consider it as a refreshment after a hard day’s work. What’s more, one of the most frequently used cases of energy drinks is in combination with alcohol during parties. Due to lack of research and production regulations of energy drinks in combination with high consumption pose a serious health risk for everyone who is consuming them. Since the last few years the reported...
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...Market Research Proposal ‐ PepsiCo Is PepsiCo Healthy? Team 5: Ilaria Caputo Aneesha Duga Marga Galmes Daria Ilgen Jean‐Loup Senski EXECUTIVE SUMMARY The proposed research aims to measure the PepsiCo brand’s consumer perception as “healthy” within the North American market and to analyze the results in order to gather data to generate recommendations on the strategic marketing of the company. The research will survey a sample of 1,000 people in the US different by age, income, location and personal preferences for drinks. The population will be selected randomly by a computer by using the grocery store loyalty programs members as reference. The extent of the research is wide enough to ensure that the survey will give us a framework of the feelings towards the healthy feature of the PepsiCo brands. A questionnaire will be administered to the selected sample over the Internet and the results will be collected and analyzed by a computer. The criteria under which each question of the questionnaire has been conceived cover the main concerns for the company. For example, does the consumer perceive PepsiCo as provider of healthy drinks or not?. The research also highlights the main possible outcomes of the survey. For each type of result, the research has already identified a strategic direction the company should take. The research is extensive enough to provide a comprehensive understanding of the brand perception. The accuracy of the research is ensured...
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...Market Research Proposal ‐ PepsiCo Is PepsiCo Healthy? Team 5: Ilaria Caputo Aneesha Duga Marga Galmes Daria Ilgen Jean‐Loup Senski EXECUTIVE SUMMARY The proposed research aims to measure the PepsiCo brand’s consumer perception as “healthy” within the North American market and to analyze the results in order to gather data to generate recommendations on the strategic marketing of the company. The research will survey a sample of 1,000 people in the US different by age, income, location and personal preferences for drinks. The population will be selected randomly by a computer by using the grocery store loyalty programs members as reference. The extent of the research is wide enough to ensure that the survey will give us a framework of the feelings towards the healthy feature of the PepsiCo brands. A questionnaire will be administered to the selected sample over the Internet and the results will be collected and analyzed by a computer. The criteria under which each question of the questionnaire has been conceived cover the main concerns for the company. For example, does the consumer perceive PepsiCo as provider of healthy drinks or not?. The research also highlights the main possible outcomes of the survey. For each type of result, the research has already identified a strategic direction the company should take. The research is extensive enough to provide a comprehensive understanding of the brand perception. The accuracy of the research is ensured...
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...Market Research Proposal ‐ PepsiCo Is PepsiCo Healthy? Team 5: Ilaria Caputo Aneesha Duga Marga Galmes Daria Ilgen Jean‐Loup Senski EXECUTIVE SUMMARY The proposed research aims to measure the PepsiCo brand’s consumer perception as “healthy” within the North American market and to analyze the results in order to gather data to generate recommendations on the strategic marketing of the company. The research will survey a sample of 1,000 people in the US different by age, income, location and personal preferences for drinks. The population will be selected randomly by a computer by using the grocery store loyalty programs members as reference. The extent of the research is wide enough to ensure that the survey will give us a framework of the feelings towards the healthy feature of the PepsiCo brands. A questionnaire will be administered to the selected sample over the Internet and the results will be collected and analyzed by a computer. The criteria under which each question of the questionnaire has been conceived cover the main concerns for the company. For example, does the consumer perceive PepsiCo as provider of healthy drinks or not?. The research also highlights the main possible outcomes of the survey. For each type of result, the research has already identified a strategic direction the company should take. The research is extensive enough to provide a comprehensive understanding of the brand perception. The accuracy of the research is ensured...
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...Case Study 11.1 Red Bull: The global market leader in energy drinks is considering further market expansion November 16th, 2015 Executive Summary Red Bull, an original in the energy drink market, was founded in 1984 by marketing guru Dietrich Mateschitz and formula developer Chaleo Yoovidhya. The product is often used for boosting energy, increasing focus, and as a mixer for alcoholic drinks. Red Bull is well recognised for its extreme marketing strategies. For example, Red Bull has a “Mobile Energy Team,” which is largely made up of university students. The Mobile Energy Team regularly travels from University to University to promote Red Bull and provide samples of the product. A second example of Red Bull’s marketing strategy is their support for extreme sporting events, for example; Nascar driving. However, with the increase of new entrants in the functional drink market, Red Bull’s market share has decreased. This decrease leads straight into the problem statement; What strategy(ies) can Red Bull, the global market leader, use to further expand into current and emerging markets within the next three years in order to increase market share and sales? Several symptoms from the case where used to create an Industry Competitive analysis, a Fishbone analysis, and a SWOT analysis. Ultimately, after evaluating the Industry Competitive analysis, the Fishbone analysis, and the SWOT analysis, three alternatives were chosen to be further explored. These three alternatives...
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...to candy and chips. These beverages and foods both have very high levels of sugar and salt. Many of the children that attend school and daycare facilities are intrigued by these machines from a young age and use them very frequently. According to Health Alberta’s website, 26 percent of children in Canada are obese or overweight. Adolescents make approximately 78 percent of their vending machine purchase. Of those purchases 64 percent include beverages, 32 percent include candy or gum, 26 percent include salty foods. Also, British Columbia and Nova Scotia have regulations that only healthy food choices are made. Many other provinces and territories have regulations that keep healthy foods in schools and vending machines. Practice...
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...Practice Case 1: Dr Pepper Snapple Group, Inc: Energy Beverages 1. How would you characterise the energy beverage category, competitors, consumers, channels, and DPSG’s category participation in late 2007? Energy Beverage Category: Energy drinks provide consumers with a boost of energy and they fall under the category of functional drinks. Functional drinks are non-alcoholic drinks which include ingredients such as herbs, vitamins, minerals, amino acids or other nutritional ingredients. Other functional drinks include sport drinks, teas, fruit drinks and enhanced water drink. DPSG participation → In the US and Canada, Dr Pepper Snapple Group participated primarily in the flavoured carbonated soft drink (CSD) market segment Competitor: The largest non-alcoholic beverage category, after carbonated soft drinks, sport drinks, and bottled water, but the fastest growing one. DPSG participation → their major competitors include Red Bull, Monster Energy, and Coca Cola. Consumers: Average US per capita consumption of energy beverage drinkers increased by 14% since 2004. Predominantly consumed by males aged between 12- 34 during the afternoon or morning. The reasons for consumption include energy boost, mental alertness and taste. Most limit their options to 1.4 different brands which sheds light on strong brand loyalty. DPSG participation → DPSG have an attractive positioning within a large, growing, and profitable market. Channels: Distribution channels include convenience...
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...com/reports/1226320/ Innocent Drinks Case Study: Capitalizing on the Health Trend in the Smoothie Category Description: This case study on Innocent Drinks forms part of The case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on the company's achievements as it copes with recession, competition and takeovers. Key reasons to purchase this title - Gain insight into the methods used by important industry players to give them a competitive edge - Identify specific areas for operational improvements - Capitalize on the knowledge of experienced companies when entering a new niche or market Contents: DATAMONITOR VIEW CATALYST SUMMARY ANALYSIS The UK market for juices and smoothies is buoyant, spurred on by the health trend The juices category is larger and more mature, but smoothies are forecast to see double-digit growth Juice launches continue to dwarf the more nascent smoothies category launches Consumer health demands fuel the market Health and natural claims dominate both categories, while exotic fruit flavors are gaining ground Growth in smoothies is being aided by innovative offerings Innocent Drinks is the dominant smoothie player in the UK, successfully addressing health demands with well-marketed products The company is the clear smoothie leader, outlasting a number of competitor brands The recession and poor weather temporarily impacted Innocent's sales The company's focus on healthy products has addressed...
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...Ashley Molina 10/29/2012 ENERGY DRINKS Recently, it seems that energy drinks have become the latest fad - from tired college students to business professionals and children. While there may be countless different reasons for the consumption of these drinks, the question remains, are energy drinks ultimately harmful to your health? As a college student who has to stay up late at times to study, I myself have had to use energy drinks. However, I found myself wondering what was inside these drinks and when I looked at the ingredients, I realized I didn’t recognize many of the ingredients that I was drinking. As I try to be very cautious with my health and the things I consume, I wanted to further explore what was in these energy drinks and if they were ultimately harmful to my health. To begin my research, I searched Google to see whether these energy drinks were harmful to my health. I found an article by the McKinley Health Center, published in 2011, and titled “What’s the Buzz with Energy Drinks?” This article discussed how the amount of caffeine in energy drinks is usually much higher than the Food and Drug Administration allows in cola beverages. A high intake of caffeine may have minor effects in the short term, however, in the long term, it can have more substantial and detrimental effects such as bone density, harming unborn children, and weight gain. This article provided some good evidence to the detrimental effects of energy drinks; however, I wanted to see if I could...
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...which looked at Social Determinants of health, productivity and cooperation from local and state governments and non-government agencies. I will then conclude that based on evidenced sourced that the actions and strategies that the Bowen Athletics Club used seemed sufficient enough in changing attitudes and behaviours of it’s members. Obesity is caused by an increase in body fat by inappropriate eating habits or a decrease in energy output and can also be a combination of both of these factors.3,4 Some aspects that may play a major role in the development and control of obesity include genetics, eating patterns, family, environmental, demographic, parental guidance, media influence on children such as TV viewing, physical activity and healthy...
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...Potential PRODUCTS 2 13 Flavors of XS Energy Drinks Situational Analysis 3 Internal Strengths and Weaknesses External Opportunities and Threats MARKET ANALYSIS 4 Target Market Identification Market Demographics Product Market Grid MARKETING STRATEGIES 5 Product Strategy Price Strategy Promotion Strategy Distribution Strategy FINANCIAL SUMMARY 6 Cost Structure Life Cycle Analysis Break-Even Analysis IMPLEMENTATION PLAN 7 APPENDIX A Competitor Analysis APPENDIX B Survey Results Executive Business Summary 1 Mission Statement The mission of XS Energy is to market an alternative to high sugar energy drinks. Rather than getting energy from sugar and carbohydrates, it’s packed with B-vitamins and amino acids that are healthier and still give you the boost you need. Currently XS Energy drinks are sold independently in cases, but the objective to our marketing plan is to reach a younger demographic by supplying to college campuses and offices, while still maintaining our private status. ] History of XS Energy In 2001, XS Energy Drink was launched into the U.S. market. During the first year the drinks were marketed through retail outlets primarily in the Western U.S. Our mission was to find people who could “sample the drink and tell the story, making a personal connection with the business” (David Vanderveen, co-founder of XS Energy Drinks). XS Energy was the first energy drink brand to hit the market with a variety of flavors...
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...diet has become a very crucial step to attain a healthy lifestyle. Several conducted studies show that many people who are inactive to daily tasks and physically unfit are associated to poor diet. In this case, I used to be one of them. When I was in High School, I used to eat only minute amounts of protein and carbohydrates every breakfast and to skip lunch. Because of these improper habits, my health almost deteriorated and eventually, my Body Mass Index lowered from normal to underweight. Later on, I decided to alter my daily routines in my diet. Now, to achieve a balanced diet, consuming food groups at right proportions, partaking junk foods and soft drinks very seldom and controlling my fat and oil intake are ways that I habitually do. First, I always eat the right amount of Go, Grow and Glow Foods. Every meal, these three components are present on my table. I base my Go food diet on starchy foods such as sweet potatoes and rice to get carbohydrates for energy. For my Grow food diet, I make sure there are fishes, less pork and eggs present in any cuisines to get enough protein for body build up. Also for my Glow food Diet, there must be plenty of fruit and vegetables, especially citrus fruits and leafy vegetables in the menu to get vitamins and minerals for body resistance. With the right amount of these components I eat, I always feel healthy and get more active every day. Then, I seldom eat junk foods and soft drinks. They contain a lot of chemicals that gradually harm...
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...“Adolescent obesity has increased dramatically over the past several decades, with 34% of adolescents and young adults, ages 12-19 currently overweight or obese” (Pbert 1). The obesity epidemic continues to haunt U.S. citizens and is now dragging on to the younger population. The best way the government can contain this situation is through regulating foods and drinks that are acceptable to be consumed. Already there has been restrictions applied countrywide including the banning of sugary foods and drinks. School dietary staffs also work to make sure students are offered nutritional foods in exceptional values. Although this only affects lunch, this is a step in the good direction to help reduce obesity...
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...ISLS 4301 - Section 5 Energy Drinks Research By: Maram Balubaid, Rahmah Bukhary, Sara Al Akel, Haifa Al Akel and Basma Salah Energy drinks Energy drinks are drinks that don’t contain alcohol, and often lightly carbonated. They are designed to give the drinker a burst of energy by adding of a number of ingredients, most notably caffeine. They are mostly found in grocery stores, corner stores and gas stations, usually displayed beside the soft drinks, juices and sports drinks. The study, published in the journal Pediatrics, reports that more teens are downing energy drinks; in 2003, 16% regularly consumed the drinks, while in 2008, that percentage jumped to 35%. Another study of college student consumption found 50% of students drank at least one to four energy drinks a month. This year, research documented a jump in energy drink-related emergency room visits; and politicians and consumers called upon the Food and Drug Administration (FDA) to look into deaths associated with the drinks. So, what are the ingreadients that are causing this harm? * Caffeine Which is a stimulant that acts on the nervous system to speed up the messages to and from the brain. it is the main active ingredient in energy drinks . Caffeine can make a person feel more alert and it also has been shown to help exercise endurance. However, it can also have some negative side effects, such as heart palpitations and insomnia in case of overdose. (Laurent, 2000). There is no official recommended limit...
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...a name for itself in the soft drink industry that cannot be utterly disposed of. Coca-Cola has created a highly demanded and successful product, yet with the changing times, has in addition made a name for itself in providing a product not entirely respectable of the health and well-being of its customers. Thus, Coca-Cola joins the ranks of many firms knowingly providing a product that offers inherent health risks to its consumers and threatens to operate on border-line ethical practices. Coca-Cola cannot reverse the operations that have already taken place, however we can improve upon their name and future products. There is potential to implement a corrective strategy because the organization is one of past, present and perceivable future. Coca-Cola is a brand that has been around since 1886 and has always been able to provide a product that consumers want. Although the brand has focused on optimistic marketing strategies through great slogans and creating consumer attention, there needs to be a focus on wellness. The reality is that we are in an ever-changing world and it currently demands for health consciousness. Coca-Cola has already been able to establish a household name by means of a universal business strategy, consisting of core principles based upon acceptability, affordability and availability (Business Case Studies LLP, 2014). Acceptability has been established by society in that Coca-Cola is a well-known, preferred soft drink brand. Affordability has been...
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