Energy Drink Essay

McEnergy 1 Energy Drink Research Report For McDonalds Corporation Marketing Research, Unit 9 8 August 2011 McEnergy 2 Executive Summary The purpose of this report is to investigate past trends and forecasts of the energy drink market. Included in this report, is information on market size, target population and statistical data on growth history and growth projections. The aim is to determine if adding energy drinks to McDonalds offerings will create a profitable segment

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

importance of packaging 8 2 Packaging and Naming for the energy drink industry 9 2.1 Industry overview 9 2.1.1 Leading brands on the Australian market 10 2.1.2 Target market of the energy drinks 10 2.2 Packaging issues and trends on the energy beverage market 11 2.2.1 Capacity and materials 11 2.2.2 Graphics and scripts 13 2.3 Naming issues on the energy drinks market 15

Cogavém | Agave ◦ Coconut ◦ Maqui Berry | | Cogavé is an all-natural, 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

Energy drinks are part of the broader soft drink category, which includes carbonated beverages, fruit and vegetable juices, bottle water, sports drinks, beverages concentrates, ready-to-drink tea, and ready-to-drink coffee (Fontinelle). Because there are so many companies competing for the top spot for the best energy drink, it is hard for small and new companies to compete. There are challengers amongst competitors as far as distribution, obtaining shelf space, and offering something unique from

1. History of Energy Drink consumption in Australia: An energy drink is a popular non-alcoholic drink that includes caffeine and may contain other ingredients such as taurine and B vitamins, ginseng and guarana. In Australia, a 250ml can of an energy drink contains 80mg of caffeine, which is equivalent to the amount of caffeine in a 250mL cup of instant coffee. Every energy drink sold in Australia must include a list of ingredients on the can or bottle. The labels include nutritional information

Telluride Medical , a number of energy drinks have entered the market to provide all of us with a quick boost of energy, easily. These drinks usually contain high levels of caffeine and other additives that act as stimulants. Sometimes we need the extra pick me up to get us through the rest of the day or to help us stay awake while studying for an exam. So, what better way to do that then to grab a Red Bull or a Monster? Well studies have shown that energy drinks just may not be our best option.

The energy drink industry is a fairly new market, with the top products being little under 30 years old. There are several strengths, weaknesses, opportunities and threats in the sector that are unique to this particular industry. Through a SWOT analysis, I will analyze this markets’ main components. The strengths of energy drinks are the specific branding, low rivalry, mainstream products, low pricing points, and powerful sponsorships. Each energy drink producer has a specific brand that they have

Energy drinks were very popular in Asia long before they overtook the American and European market. In 1982, Dietrich Mateschitz tried his first tonic drink in Hong Kong and came up with the idea to introduce these drinks to Europe. In 1984, he established the Red Bull company and started selling Red Bull Energy Drink on the Austrian market in 1987. These days, Red Bull is sold in 164 countries. Since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.6 billion in 2011 (RedBull)

commonly consumed energy drink brands were; Rockstr Energy Drink, Monster Energy, Red Bull Energy Drink, Redline Extreme Energy, and Amp Energy Boost Original Sugar Free. These energy drinks all have similar ingredients with varying amounts of caffeine and “blend” combinations. Caffeine Caffeine is a psychoactive drug and potentially deadly in large amounts, especially for adolescents (Hershorin, Lipschulz, Schaechter & Seifert, 2011). Caffeine is one the most common energy drink ingredients and