...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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...the constantly increasing pace of everyday life the search for an 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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...There has been much discussion about the effects that energy drinks have on the human body. People who regularly consume energy drinks think that they are allowing a great source of energy into their bodies that will be enough to keep them active throughout the entire day. However, in reality those drinks are much more than just a boost of energy. There are many harmful substances in those drinks that come in great amounts that can put the person drinking them at huge risk. Because of its links with critical behavior, serious health problems and even death energy drinks should be completely banned all over the world. First of all, opponents claim that energy drinks contributes to some of the most impulsive and aggressive actions. Since those...
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...Energy Drinks and Emotional Well-being Abstract Many people use energy drinks in order to receive boosts of energy for many different reasons. The influxes of new but similar products on the market, along with lively promotional campaigns geared towards young active adults, have drastically increased the consumption of energy drinks in the past decade. The objective of this study is to examine the relation between the consumption of energy drinks and individuals emotional well-being. The predictions are that individuals who consume energy beverages on a daily and weekly basis will rate their emotional well-being as higher than those people who have energy drinks on a monthly and yearly basis or never have energy beverages whatsoever. Previous research suggests that the use of energy drinks increases people’s temporary cognitive performance as well as different aspects of their well-being, but the true correlation of the amount consumed and emotional well-being has widely differed and has not been completely determined. This study was conducted by surveying 52 individuals who responded to an array of questions such as when they consume the drinks and how they feel overall. The results indicate that people who have energy drinks on a frequent basis rate their emotional well-being slightly lower than those people who use rarely or never. Litterature Review There have been several previous studies that have focused on the effects that energy...
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...culture of consuming energy drink is not only for the western people but also for all over the world. The huge popularity of energy drink brands all over the world is instance. Bangladesh is a developing country. There are different companies who produce local energy drink. There is lots of energy drinks available in Bangladesh like as, Tiger, Red Horse, Speed, Shark, etc. All of these brands are approved by BSTI. But there are some international brands marketed by different companies. Some of them are Red-Bull, BOOST, BAKKAS, 3 Horses, etc. All of these brands are approved by Nuclear Power Commission of Bangladesh (National Nutrition Report, 2002). There is a huge market for energy drink. In today’s mass competitive market each and every company is facing tremendous pressure and challenges to create the brand image and retain the loyal customers. The proper utilization of marketing mix is better solution to the companies. Advertising is one of the best tools of marketing mix. For retaining customers and creating brand image, the full force effort of advertising is now successfully acting in the market. So, to know what is the impact of advertising on energy drink customers, what customers think, does it really works researcher this research. Entitled- ‘‘Advertising impacts on Brand Preference toward energy drink a study on Boost Energy Drink’’ 1.1 Importance of the study Almost all of the media are being used to provide advertisement by the Boost energy drink company (EMS international)...
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...The effects of consuming energy drinks Woodbury University ISC-TELP program 03/24/2011 Nowadays energy drinks become more and more popular, especially among young people. They drink it because it helps to get rid of fatigue and sleepiness. It is also tasty like any carbonated beverage, what makes it more popular. And influence of advertisement is also high. But people do not care about negative effects of energy drinks such as different diseases and sleeping problems. The only one positive thing is filling the body up with energy. First of all, consuming energy drinks may cause many diseases. One of them is headache. I felt it from my own experience and it was really awful. The second is gastritis. The person can get it because of gases and concentrates which this beverage contains. But this fact does not make people stop to consume it. One more the most dangerous treat is possibility of getting heart diseases. It may become the reason of death, so it is very important to think before drinking any energy beverage. Secondly, consuming energy drinks may cause problems with sleeping, what is also dangerous. If person does not sleep enough he can get stressed and not concentrated. As a consequence may be a resonant problems with studying or important activities. Finally, energy drinks have one positive side. It is giving more energy. It can be very useful during exams or working on important project. Human's...
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...Executive summary This report provides analyses of the fast growing energy drink market and the top two companies of this sector, they are: Red Bull GmbH and Hansen Natural. The two companies sell Red Bull and Monster Energy drinks respectively. We will explore both company’s background information and their strategic marketing of differentiating from traditional soft drink industry and within the energy drink market itself. We found that the macro and micro environment of the industry and company is influenced by the changing household structure, the health focus of the customer, power of distributors, competitors and regulations. Furthermore, we find that core market segments of the two companies are different. Red Bull focus on a premium position and their target markets are students, workers, athletes and clubbing crowds. Monster on other hand use their focused marketing and product variation to appeal to the extreme sports fan, teenagers and people who dislikes the taste of the common energy drinks. We determined Red Bull is employing the concentrated targeting strategy with a single product, and Monster is using differentiated targeting strategy with their range of drink variations. The positioning strategies of the two companies further highlighted their difference. Red Bull place importance on image differentiation, and drive through their premium product and pricing position through global leadership position. Monster is equally focused on product differentiation with...
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...BUS 470 Case 5 – Competition in Energy Drinks, Sports Drinks, and Vitamin-Enhanced Beverages Porter’s five-forces model reveals that the overall alternative beverage industry attractiveness is high. Some beverage companies, such as PepsiCo and Coca-Cola, have mastered the art of brand building in the alternative beverage market and have been rewarded with rapid growth rates. The rising population of health conscious consumers is increasingly leaning towards alternative beverages that are believed to offer greater health benefits. The strongest competitive force, or most important to strategy formulation, is the threat of entry of new competitors. Competitive pressure from rival sellers is high in the alternative beverage industry. The number of brands competing in sports drinks, energy drinks, and vitamin-enhanced beverage segments of the alternative beverage industry continue to grow each year. Both large and small vendors are launching new products and fighting for minimal retail shelf space. More and more consumers are moving away from traditional soft drinks to healthier alternative drinks. Demand is expected to grow worldwide as consumer purchasing power increases. Another strong competitive force is buyer bargaining power. Convenience stores and grocery stores have substantial leverage in negotiating pricing and slotting fees with alternative beverage producers due to the large quantity of their purchase. Newer brands are very vulnerable to buyer power because...
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...XS Energy Marketing Plan Erin Moller Bryant Johnson Sam Kunjummen Megan Victorson Bryant Johnson Erin Moller Sam Kunjummen Megan Victorson University of Minnesota-Duluth . . . . . . . . . TABLE OF CONTENTS Executive Business Summary 1 Mission Statement History of XS Energy Growth of the Business Market 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...
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...Competition in Energy Drinks, Sports Drinks, and Vitamin-Enhanced Beverages Executive Summary Beverage companies were intent on expanding the market for alternative beverages by introducing energy drinks, sports drinks, and vitamin drinks in more and more emerging international markets. Energy drinks, sports drinks, and vitamin-enhanced beverages were the stars of the beverage industry during the mid-2000s. Rapid growth in the category, coupled with premium prices and high profit margins made alternative beverages an important part of beverage companies' lineup of brands. On the other hand, Fifth consecutive year data show that U.S. consumers had purchased fewer carbonated soft drinks than the year before. Carbonated soft drinks sales would continue to decline as consumers developed preferences for bottled water, sports drinks, fruit juices, readyto-drink tea, vitamin-enhanced beverages, energy drinks, ready-to-drink coffee, and other types of beverages. Even though the global beverage industry was projected to grow from $1.58 trillion in 2009 to nearly $1.78 trillion in 2014 as beverage producers entered new geographic markets, developed new types of beverages, and continued to create demand for popular drinks., beverage producers also were forced to contend with criticism from some that energy drinks, energy shots, and relaxation drinks presented health risks for consumers and that some producers' strategies promoted reckless behavior. Although sports drinks and vitamin-enhanced...
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...I purchase Spark, which is an energy drink with vitamins and amino acids made by the company AdvoCare. It is a multi-nutrient system that was developed as a nutritional source of energy and to enhance mental focus. It's sugar free with more than 20 vitamins, minerals and nutrients that work synergistically to provide a healthy, balanced and effective source of energy that won't overburden or over stimulate your body. Spark contains an effective amount of caffeine to give you a quick boost, B vitamins to enhance your body's natural ability to produce and sustain its own energy, and neuroactive amino acids that help increase your mental focus and alertness by supporting your brain's ability to receive and send messages. There are more than five...
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...healthy, and effective energy drink. The product strategy is defined in this marketing plan. | | Chad Rodriguez, Alvaro Alvarez, John Paul Mejia, Sabrina Casillas, Huda Tanjung | 5/26/2011 | | Table of Contents I. Executive Summary 3 II. Company Analysis 3 Mission Statement 3 Company Location 3 III. Situational Analysis 3 External Market Environment 3 Economic Environment: 3 Technological Environment: 3 Political Environment: 4 Cultural / Social Environment: 4 Natural Environment: 4 SWOT Analysis 4 IV. Competitive Analysis 5 Competitors’ Advantage: 5 Perceived Advantage: 6 V. Customer Analysis 7 Product Market 7 Product Type 7 Customer Type 7 Customer Needs 7 Geographic Area 7 VI. Target Market Strategy 7 Target Market 7 VII. Positioning Strategy 9 Future Target Market 10 VIII. Marketing Mix 11 Customer (Product) 11 Cost (Price) 12 Capabilities (Place) 14 Competition (Promotion) 15 IX. Action Plan 16 X. Long Term Objectives 17 I. Executive Summary The Cogavém brand was inspired by a growing demand for a natural and healthy alternative to the current energy drink market. Our flagship product, Cogavém, includes three essential ingredients: maqui berry for energy, coconut water for hydration, and agave nectar for flavor. Our company recognized the need for something different - an energy drink that is actually good for you. Consumer demand for energy drinks continue to grow regardless...
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...The claim for the article is that there is nothing special about energy drinks. The author of Energy Drinks Promise Edge, But Experts Say Proof is Scant supports the claim in many ways by stating various facts about the research done by experts on energy drinks. Such as the energy drink industry being in scrutiny by the Food and Drug Administration after various reports of serious injuries or even death that could very well be linked to the amount of caffeine in the drinks. The research that has been done on energy drinks always ends up leading to the conclusion that there are no real benefits besides a short burst of energy. Energy drinks tend to be very hyped up, like “Red Bull gives you wings,” and Rockstar is “scientifically formulated”...
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...Energy Drinks: A Boost in The Wrong Direction Martin C. Okereke East Tennessee State University Introduction The use of energy drinks in the world today as a means of overcoming life stress and challenges, and its effects in humans after its long use and consumption has initiated the writing of this research paper. The importance of this paper is to create a level of awareness in the mind of people about the effects of energy drinks when consumed in large quantities, combined or mixed with other drinks such as alcohol, and taken amidst medical health conditions. There have been various questions regarding the use, effects and promotion of energy drinks. The use of energy drinks has been linked to so many factors which are not limited...
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...The Promoted Health Benefits of Energy Drinks/Pills Energy drinks have a lot of promoted benefits but are they all true and do they pose a threat to your health? In our lives most of us will either drink and energy drink or take an energy pill, and if not us it is likely one of our friends will, so it is important to understand them to keep ourselves safe and healthy. Through my research I have found some interesting things regarding energy drinks and I think it’s important that we understand these things so what can have a better idea of what happens when we take an energy drink. By understanding how energy drinks increase energy, mental performance, and retention (as well as concentration), one will see how energy drinks truly affect our bodies. One of the primary ways energy drinks increase energy is through sugar. One can of Monster Energy contains 27 grams of sugar (Mega Monster). Another way energy drink increase energy is through caffeine. One can of 5-Hour Energy contains 200 mg of caffeine per bottle, which is essential equivalent to the...
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