...Energy drinks have increased in popularity in adolescents and young adults throughout Jamaica and concerns have been raised regarding the ingredients in energy drinks and their potential negative effects on health. These drinks are consumed for the purpose of providing an extra energy boost. These drinks are also used for their purported athletic-performance-enhancing effects, improved concentration, and weight loss. Factors that contribute to the consumption of energy drinks in Jamaica Effect of caffeine and vitamin contents in local energy drinks on one’s energy boost Most energy drinks contain caffeine, which literature has demonstrated to improve both mental and athletic performance. Several studies have also found that moderate amounts...
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...Is that Drink going to get the Job Done? Current research in the field of sports medicine may have found a critical solution to pushing your body to its limits and getting an edge on your competition. Researchers from the “University of Birmingham and Manchester Metropolitan University report in the Journal of Physiology that sugary energy drinks activate reward and pleasure regions in the brain, a boost that can translate to better performance”(Park 1). This report has started to make Sports Medicine research weather rinsing a sugar energy drink really makes a difference in the body. In the 2004 case study, Ed Chambers who co-authored the study took volunteers to do a 60 minute workout or less. He gave one group a sugar-based energy drink and told them to do their regular workout. Then the second group was given an artificial sweetened drink and told to do the same workout. Then a third group was given the same solutions and put through an MRI scanner to see if their brains had similar reactions. In this case study they didn’t act the same. The ones who had the energy drink, their brains had reactions in the pleasure part of their brains which means those who had the sugar based drinks pushed harder because their brain had activity in the reward portion. Those who had the energy drink “were able to complete a physical-training session 2% faster than those who got artificially sweetened drinks, and improved their mean power output as well”(Park 1). The research proved that energy...
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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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...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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...MARKET SHARE OF “HEALTH DRINKS” SUBMITTED CHIRAG G PATEL AS PART FULFILLMENT OF B.B.A. (3RD YEAR) APRIL, 2010 C O N T E N T S |Chapter No. |Title |Page No. | | |Declaration |3 | | |Guide Certificate |4 | | |Acknowledgement |5 | | | | | | | | | | | | | | | | | |I |Executive Summary |6-7 | | | | | | ...
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...MARKET SHARE OF “HEALTH DRINKS” SUBMITTED TO PUNE UNIVERSITY BY CHIRAG G PATEL AS PART FULFILLMENT OF B.B.A. (3RD YEAR) APRIL, 2010 SINHGAD COLLEGE OF COMMERCE, PUNE - 411048 C O N T E N T S |Chapter No. |Title |Page No. | | |Declaration |3 | | |Guide Certificate |4 | | |Acknowledgement |5 | | | | | | | | | | | | | | | | | |I |Executive Summary |6-7 | | | ...
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...MANAGEMENT CASE STUDY DR PEPPER SNAPPLE GROUP, INC. ENERGY BEVERAGE PREPARED BY: RAMSIS ANAK WILLIAM AGIM 2012402536 Strategic Issues and Problems Being the consultant of Dr Pepper Snapple Group, Inc. (DPSG), I am charged to assess whether or not a profitable market opportunity existed for a new energy beverage brand to be produced, marketed, and distributed by the company. The decision to explore a new energy beverage was made by senior company management of DPSG as part of a corporate business strategy to focus on opportunities in (1) High Growth and (2) High Margin beverage businesses. My tasks involve a number of important factors. I must assess the likelihood that DPSG Competitive environment will be liberal or conservative in its marketing of the new energy beverage. An important consideration is DPSG role in affecting this environment, given its strong presence in the CSD market and utilizing that strength to push the new energy beverage. Ultimately I must make a “go-no go” decision. A “go” decision requires a recommendation in the form of the new energy beverage, its target market, its price, and promotion. A “no go” decision must take into consideration Dr Pepper’s profit and growth position without the new energy beverage and measures to minimize their impact. The problem facing Dr Pepper’s is how to retain its present competitive position given an environmental threat (other energy beverage) while at the same time preserving profitability...
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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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...Rajarjun Reddy Gummi Project Proposal Prepared for: International Marketing ENERGY DRINK ENERGY DRINK Prepared by: Rajarjun Reddy Gummi DATE \@ "d MMMM y" 10 June 2015 Student ID: S00900869 EXECUTIVE SUMMARY Objective To launch the newly introduced energy drink into the massive market of United Kingdom. Goals To capture maximum market share in the energy drink category in the least given time and earn customer loyalty with a repetitive positive brand re-call value. Solution Launch the product nation wide with a huge marketing strategy but at the same time keeping the values of budget and establishing a brand re-call value. Project Outline The following document has been prepared for the International Marketing course. It focuses on introducing a new product into the market of the United Kingdom. The product is the GRAVITY energy drink. This drink directly competes with RedBull and Lucozade. In the very beginning, I have mentioned both the vision and the mission statement. The product will be introduced into the market soon and the marketing strategies have been prepared for it to penetrate into this massively established market with established players. The document isGRAVITY ENERGY DRINK GRAVITY ENERGY DRINK divided into various parts as it explains about the product and the market respective to the present scenario. It focuses on the marketing mix, the strengths and the weakness, the entry mode, the distribution channel, marketing strategy, product positioning...
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...owner of the Red Bull formula. Categorized as an energy drink, Red Bull was initially designed to “treat jet lag and boost energy for truck drivers” (Hollensen, 2012). In today's era, Red Bull is commonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks, like Red Bull Wings and the Jägerbomb. This aligns with the company's focus on the younger generations of partygoers and post-secondary students. Red Bull’s marketing strategy is one of the key factors in their success, they created Mobile Energy Team that consists primarily of young university students driving around in specially designed Mini Coopers with large Red Bull cans on top to attract the younger audience. The students are Red Bull’s team out in the field that attend different events and provide sampling of the energy drink. Oftentimes, the Red Bull representatives host parties with cases of Red Bull. These representatives collect data from these parties and send it back to the company as a form of low cost market research. In 2010 Red Bull had 7,758 employees of which 5,000 were university students. Red Bull is also known globally for hosting extreme sporting events and sponsoring some 500 athletes. Over the years they have acquired four soccer teams, a Nascar team, and two Formula 1 racing teams. All of their teams have been quite successful and are financed from their healthy operating income. Since Red Bull aims to be seen as this drink for the extreme and cool, their association with...
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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 2010 UK SOFT DRINKS REPORT INVESTING IN REFRESHMENT SOFT DRINKS – INVESTING IN REFRESHMENT REPORT METHODOLOGY/BACKGROUND Specialist food and drink consultancy, Zenith International, has been commissione to produce commissioned enith this 2010 BSDA UK Soft Drinks Report. All data and insights contained in this report were produced using Zenith’s internal market databases and primary research. In compiling its research, Zenith relies on the goodwill and cooperation of companies active in the marketplace. During Zenith’s annual research into the UK soft drinks industry, over 250 soft drinks producers are regularly contacted. This includes larger branded operators, retailer own label specialists, contract packers and a significant number of smaller independent companies. Based on individual producer volumes for the year, market, sector and segment totals are calculated from the ‘bottom up’. At a sector and segment level, adjustments are then made for any double counting of contract and licensed bottling. Estimates for unauthorised soft drink imports sold through the ‘grey market’ are also included. This is more pronounced in categories such as energy drinks rather than dilute to taste drinks, for example. A complete picture of the UK soft drinks market across all sales channels is produced, through Zenith’s extensive study of the largest soft drinks companies, alongside small to medium sized operators and own label specialists. The market figures presented therefore encompass...
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...Customers Athletes – Red Bull is targeted at athletes serious about their sport and personal performance. Red Bull increases athletes performance, concentration and reaction speed. A good example of Red Bulls support of athletes can be seen with the many extreme and high adrenaline events they are sponsoring, such as the F1 Grand Prix, Moto GP, NASCAR, and FIS Ski Championships. Red Bulls support of athletes shows in their slogan of when to drink Red Bull. “Sport is Red Bull’s natural grazing ground. Whenever athletes are in need of wings you can find Red Bull” (Red Bull, 2011) Students – Red Bull is targeted at students looking to gain that additional performance during challenging days in the auditorium. Red Bull increases students’ concentration, improves vigilance, and stimulates metabolism. Students find these qualities appealing and useful when studying hard or playing harder with fellow students and friends. Competitors Red Bull’s main competitors are Monster and Rockstar. All three are market leaders in the energy drinks market, differentiating themselves with taste or by adding ingredients the others do not have. |Monster |Coca Cola Rockstar | |Strengths |Strengths | |Highest share of teen market. |Rockstar has a...
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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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...German-speaking countries in the 1990s; the slogan was later translated into English as Red Bull became more internationalized. * Controversy arose over the rights to use the English slogan in the early 2000s when a patent attorney from Sarajevo claimed that he had patented the slogan for his own purposes back in 1997 in Romania. The slogan is still in use today by Red Bull. II. Core Competencies * Needless to say, the brand has developed an image for power, speed, and recklessness, and dominates the energy drink market all across the globe. * As can be seen in Pricing Strategies, the energy drink is marketed as a premium product. * Special ingredients like taurine and alpine spring water in addition to a high concentration of caffeine in a can half the size of other energy drinks are used to differentiate Red Bull from competitors * Red Bull is known primarily for its dominating position in the energy drink business, selling its Red Bull Energy...
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