5 Hour Energy Marketing Analysis

• Determine under what conditions each of the “energy drinks” might be useful to the consumer.

When consumers substitution water with an alternative fluid, it has to be approached with extreme caution. Such is the case when the alternative fluid is an energy drink. When water is replaced with an energy drink, the timing of the energy drink intake and the amount of energy drink intake must be clearly understood by the consumer (Attila & Cakir, 2011). The consumer has to be aware that they are depriving and harming the human body in the short term as well as the long term impact to a person’s life with this type of substitution.

Despite all the controversy, most people can agree how useful a jolt of extra energy can be some days. Energy drinks can help a doctor be more alert during surgery during a graveyard-shift, help college students get that “A” they have been working towards all semester, or keep police officers vigilant and energized on the job. There’s no way of knowing exactly how many college students that graduated owe their diploma to caffeine, but it sure didn’t hurt to be able to pull all-nighters while being alert. People that enjoy exercise can lift-weights or do cardio way more effectively by drinking one before the work-out. Energy drinks are not only safe but they are making people more effective workers, students, or athletes.

The beverage V Fusion + Energy is committed to its customers by providing flavors that set it apart from competition and is made for the youth, especially teenagers and college students who explore an extreme lifestyle of sports and action. Therefore, the brand has created appeal to the target group’s natural desires and ambitions and seeks to fulfil that quest. The drink capitalizes on its different flavors and nutritive value to appeal to different consumer markets and target groups. The beverage is up in competition against established brands, such as Monster, Red Bull, Rock Star, Lucozade, and Burn who command a huge chunk of the market share.

The Affordable Blended Smoothie, Inc. will be producing a healthy non-alcoholic product. As more families and the society continue struggle to maintain healthy lifestyles, the new beverage comes at the right time in remedying the situation. The new energy drink will be suitable to all classes of people regardless of their age, educational level, income, gender, or ethnic affiliation. However, we will be able to employ targeted marketing where the marketing strategies for the company will be directed to rising middle class in Virginia (Wit, 2010).

We decided that cannibalization was not a cost to consider because the Energy Gel product was in a completely different consumer category than the Energy Bar. Customers using Energy Gel will be consuming the product shortly before, during, or right after strenuous activities, while Energy Bars will continue to be consumed throughout the day at the volume as pre energy gel. To back this up, we can consider the various gel products that have already been on the market since the late 1990s. If Energy Bar consumers wanted to switch to Gel, there were already products on the market to fulfil their needs. However, Energy Bar still continued to experience steady growth and will continue if Energy Gel arrives on the market.

This document is part of the requirements of the Foundations of marketing course, the University of Newcastle. It is the first part of the marketing plan for Red Bull, the leader of energy drinks market.

could be geared towards females in an attempt to capture drinkers of Coca Cola’s Tab. In addition, males’ ages 35 to 54 consume energy beverages at a rate slightly lower than males under age 24. An energy beverage with similar stimulant effects as most energy drinks but has other health benefits (i.e. Vitamin Water, Odwalla, Naked) could also attract the abovementioned consumers.

Let me begin by saying thank you to In Your Face Radio for allowing us this time for a public service message. As a member of What's On Our Plates, or as we have heard ourselves referred to as WOOPS, I would like to bring a public health warning to your attention. It has recently been brought to our attention that people are dying from what was once assumed to be a harmless product. For many years caffeine has been our go to for that quick energy boost that we sometimes need in our busy lives. As lives have changed so have habits.

An alternative market is adults between the ages of 35-54, a market that has been largely untapped but is still a large consumer of energy drinks

Consumer Behavior Monster Energy Target Market Because the energy drink is still part of a new and developing industry, the energy drink target market is different than in some of the other beverage industries. Monster energy drinks have become a very popular, “hip” part of society, but the market at which they are aimed is not as wide and expansive, or diverse, as some might think. Early in energy drink history, when they were first being sold in the United States, athletes were the primary consumers. This shows that even initially energy drinks were directed at a select crowd, a group of people with specific interests. Although the consumer base for energy drinks has now expanded beyond that of simply athletes, the target market is

Natural Vitality Energy Drink Sole purpose is to help increase the energy level of busy and athletic individuals in today’s society. With the busy lives of most people, we are all looking for a quick boost of energy to help get us through those last couple of hours at work or those late nights of cramming for a test, but we should take consider a healthy alternative to the popular energy drinks on the market today. Natural Vitality Energy Drink is for the health conscious individuals who are concerned with the ingredients that they consume. Natural Vitality Energy Drink, that is manufactured by Starrs to the Skye Manufacturing

The target consumer market that should be chosen for a new energy beverage brand is males between the ages of 15 and 26. Marketing to this age group falls between the 12 to 34 year olds that estimate to make up 70 percent of the energy drink market (Kerin & Peterson, 2010). This would allow them to still market to the heavy users but would be able to narrow it down to a specific age group within the market. Marketing to this group would allow you to focus on groups such as high school & college students, athletes, and young adults entering the work force or newly parents. The students that would be using the energy products can use it for staying up to study or to help wake up and be alert in class. Athletes could use this product for refocusing after a workout or practice so they would crash. Young adults could use this energy drink for staying up in there social life late at night or to make sure they are awake in the morning for that new job to impress the boss. A different market would be the parents of a newborn. Markets like this could be beneficial because parents want to stay up to feed their new born and make sure everything is okay during the day especially after a sleepless night or two. Marketing to specific target markets helps companies clarify what the product is used for and how it can be beneficial instead of having it say we

Energy drinks have outperformed the growth in carbonates in the last few years, and present a substantial opportunity for beverage manufacturers to extract further growth from their sales. There are many driving forces of change and critical success factors in the energy drink industry. Companies such as Coke Cola and Pepsi contend with criticism from health officials due to the excessive caffeine in most high-energy drinks. However, before the 2000’s consumers were accustomed to carbonated soft drinks as the traditional beverage. The shift to an energy drink, sports drink, and vitamin enhanced waters increased sales while becoming an alternative beverage choice for a fast-paced mobile society. Therefore, this industry endures many

This is why we decided to focus on the second level of the energy beverages, their name and package. (www.learnmarketing.net/product.htm, 14/09/2004)