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
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a best selling new soda and grow sales for the Company. 2. Pursue a concentric diversification strategy by acquiring Monster Energy from Hansen’s Natural Corporation. Monster Energy is an up and coming energy drink that is gaining sales and share from energy captain, Red Bull. Hansen’s is forward thinking and introducing innovative new products to the market like Monster Assault. The company could share synergies in sales and distribution. 3. Pursue a forward integration strategy by reacquiring
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States. While I do not believe in either of these theories, I cannot help but acknowledge the evidence behind certain advertisements that are immorally geared towards an inappropriate market. For example, the alcoholic drink, Four Loko, is designed to look like your average energy drink, many of which are very popular among high school students. While no advertising agency will admit
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clubs, and bars (Kotler & Keller, 2012). Also with Red Bull they also went to bars to sell their product because they knew the people were open to try new drinks in a bar. When it comes down to the strength of Red Bull they have a lot of them. Some of them are that they can be found everywhere like bars and restaurants. Also they made the drink for everyone and different types of people. Red Bull users are party goers, students and so on. Red Bull had the idea to connect with the younger consumers
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of the health drinks in the market. In the present situation, the marketing manager of the organization has been told to be responsible for launching a new product called V Fusion + Energy. This is an energy drink. The organizational Vice President Beverage Marketing is of the opinion that, as various people look forward to have higher level of energy in them, the market is definitely the one which can be exploited by the organization as 2 out of 3 people wish that they had more energy. There are around
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MARKETING PROBLEM DEFINITION Dr. Pepper Snapple Group, Inc, encouraged by its long-lasting history, experience, and favorable market conditions has decided to enter a new market segment, launch energy drink beverage and they are facing several dilemmas. A thorough analysis of company’s internal conditions, industry facts, market conditions and trends, is needed in order to develop possible alternatives, realize the possible outcomes of those alternatives, and finally to choose the most convenient
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Marketing Plan Outline: Red Bull Marketing Background Company and Product Review In 1982, Dietrich Mateschitz, creator of Red Bull alongside Chalerm Yoovidhya, saw 1 where Japan and Thailand were heading in the energy drink market and decided they wanted a piece of the pie. By 1987, Austria proved to be a difficult market for Red Bull to survive in and soon Mateschitz expanded into Hungry and the rest of Germany. After expanding across Europe with a lot of trial and error Red Bull was $12 million in the hole
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Barriers to entry One of the 5 forces that shape the soft drink industry is barriers to entry. The Coca Cola company says on its website it is facing strong competition from well-established global companies and many local participants. For this particular industry, the competitive forces are benign, (favorable). Most of the companies in the soft drink industry are profitable. The Coca Cola Company's main competitors are Dr.Pepper, Nestle and PepsiCo. These companies definitely have the advantage
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University of Phoenix DATE Professor Pepsi B Energy Marketing Plan: Phase One Pepsi is performing a marketing control of their recent release of the Pepsi Diet Slim can, evaluating the successes and the failures of product. Based on the market successes of the Pepsi Diet Slim can, Pepsi is planning to develop a sugarcane-based Pepsi energy drink consisting of vitamin B12 and other B vitamins. This new product is packaged in a format similar
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Practice Case 1: Discussion Seminar 2 - Dr Pepper Snapple Group, Inc: Energy Beverages– Kerin & Peterson page 105. Case Questions: How would you characterise the energy beverage category, competitors, consumers, channels, and DPSG’s category participation in late 2007? Beverage category: the energy beverage market produced estimated retail dollar sales of $6.2 billion in 2006. Off premise sales through convenience stores, supermarkets and mass merchandisers accounted for 71% of total
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