Week 2

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For example T.V, the net, text messages and emails have all provided new and effective ways of marketing internationally and at a cheap price. This means that communication possibilities and user interaction between promotional campaigns is much easier.

Strategic thrusts and milestone reviews are two types of implementation control. First one provides information that help determine whether the overall strategy is shaping up as planned, and the second one helps with monitoring the progress of the strategy at various intervals or milestones.

"Harvard School of Public Health » The Nutrition Source » Time to Focus on Healthier Drinks." Harvard

Our branding strategy is to enter the market by carving a new niche of protein-enriched energizing sports drinks. Our objective is to educate consumers about the new drink, as well as to make a profit and gain market share in the industry. We hope that by

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

In 1999, three university friends, Richard Reed, Adam Balon and Jon Wright established what was soon to be called Innocent Drinks. Soon after, they introduced their first smoothie into the market, at a stall in a London music festival. In fact, consumers where asked to throw their empty bottles in cans marked “yes” and “no” to determine if the three business men should continuous selling their product, the majority agreeing “yes”. After numerous name changes that ranged from “Fast Factor”, “Hungry Aphid” and “Nude”, the business came to be known as “Innocent Drinks”.

Portland Drake Beverages (PDB) had acquired Crescent Pure, a non-alcoholic, all natural energy enhancing and hydrating functional beverage. Having organic ingredients as the bases of Crescent Pure beverages made the perfect acquisition for extending the PDB organic brand to more markets. These multiple attributes made the drink an attractive product for the consumer, but the necessity to position it, sparked a debate. Some people wanted to market it as an energy drink, while others wanted to market it as a hydrating drink. The VP of marketing, Sarah Ryan, thought that although Crescent Pure fit both of these categories, there was an alternative option. The third option would be to position the new beverages as healthy drinks, this would be a broader market positioning strategy, one that a transcendent product like Crescent Pure, could fulfill. The concern was to simultaneously position the drink in the most lucrative market, while also ensuring that the drinks attributes aligned with the market consumers’ needs.

Strengths: The energy drink industry is a growing market with a large consumer base with the ability to profit tremendously with a loyal customer base. Energy drinks have a marketing strategy that stresses the increase in human performance. The examination incorporates brands that are marked as either refreshments or dietary supplements which is easy to market to those who are physically active whether its exercising or engaging in sports. According to Mintel reports, the total retail sales of energy drinks increased 3.9% in 2013 followed by a 5% increase in 2014. Top energy drink companies will more than likely release new marketed products and increase prices to push the category trajectory upward as 2019 comes closer.

For any product to be successfully marketed the company must first understand the environment in which they will be marketing their product. Companies must market their products in a way that draws in consumers to purchase them. The energy drink industry was able to do this by making people feel that they need this product in order to make it through their busy schedules. They not only marketed the product to college students, young parents, busy professionals, but also to athletes. This paper will talk about how the energy drink industry was able to adapt to their environment and market their product throughout economic changes and lifestyles using core competencies.

This case study written by Krupa Kansaru on the history of Red Bull and their success in making the sports energy drink market what it is today has shown the key strengths of the company. The obvious strength that the Red Bull company has a unique and early start in the sports energy drink industry. CEO Dietrich Mateschitizin was quoted in the case study, he says that “if we don’t create the market, it doesn’t exists,” this quote parallels with Red Bull as a whole. Starting in the 1980s Red Bull used abstract marketing strategies involving differentiation, “word of mouth”, and buzz marketing to popularize the product instead of using a traditional approach by launching their product and waiting to integrate it into mainstream media. Red Bull thrusted itself into communicating with its customers and fan base by launching events, working closely with event coordinators, and strategic product placement. Red Bull also holds much strength by associating the product and brand with athletics and extreme sports. Targeting a younger generation and portraying the idea of a “fuller and freer life” has proven to truly engage the popular culture and counter culture alike. It is stated in the case study that Red Bull holds a seventy percent market share in over one hundred countries statistics like that show the company’s true strength especially compared to competitors like Monster and Rockstar.

PowerAde has grown successfully over the past years by globally employing principle marketing strategies that adhere to several facets of sport drink consumers. First, PowerAde increased its association with developed high profile international sporting events such as the Olympics, NASCAR, PGA tour, NHRA, NCAA, AFL, and FIFA World Cup. Second, PowerAde has levied global communications to speak to consumers by upholding a hospitable appearance through the use of global media outlets. Both marketing strategies have highly influenced adolescents which helped PowerAde achieve its high ranked status in the sport drink industry. The sport drink industry spends almost one billion dollars on endorsements each year. Furthermore, celebrities are featured in endorsements campaigns such as TV commercials, billboard campaigns, print advertising, and website ads that reinforce an affable marketing strategy. Both methods of advertisement are appealing to adolescents because they dream to be like these celebrities. Furthermore, the mode of advertisement caters to the desired physical attributes that adolescents desire to possess.

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 for their menu. The market research collected and contained in this report consists of secondary data. This research was authorized by: McDonalds Corporation. Current market research shows that the energy drink market has grown into a

A contemporary method of marketing that can be effectively utilized to benefit us is social media. This will be vital in the

Red Bull started conveying its drink in the United States in 1997. As indicated by its producer, incomes multiplied every year, arriving at more than $1 billion in 2000.Red Bull has reliably been the pioneer in the caffeinated beverage advertise, a few different organizations have propelled their own particular caffeinated beverage lines. A large portion of them are supported by famous people. Taking a gander at the fixings, caffeinated beverages give off an impression of being part soda pop and part nourishing supplement, producers guarantee that caffeinated beverages can enhance your persistence