The population in Thailand consider energy drinks as functional, in the sense that it helps them stay awake and work harder. Product has oversaturated the market.
Although energy drinks are a relatively new class of beverage, they are quickly becoming as a central part of the partying subculture, particularly among young people who commonly mix energy drinks with alcohol.
The respondents will be asked to enter an answer before being allowed to advance to following pages, as this will avoid the questions omitted using software required to answer. Ecological factors have recently assumed great importance. Its main ingredient is the guarana which has garnered a worldwide reputation for having a stimulating effect on mind and body.
They are used to collect data in a statistical form. Questionnaires will first be certified through pilot study.
Strength, Addiction, Trust, Availability and Brand are the five major determinants, which are considered by more than 50 percent of the sample population as the most favourable factors while choosing energy drinks over soft drinks.
A Critical Thinking Approach 3rd edition. Therefore, it would possibly avoid any kind of sampling error due to bias in the sampling.
The respondents were then interviewed on the set of questions. Descriptive research can help to further support the expansion of primary perception, and also to develop series of plans for the management to undertake. Although energy drinks are targeted to young adult consumers who are into sports and other activities, there has been lot of research carried out to understand the effect of energy drink consumption and the ingredients in it.
For gathering the required data the respondents have been probed further for objective oriented results. Marketing Objectives and Strategies: The data was collected using a purposive random sampling technique.
However, the need for differentiating from competitors and for acquiring a strong brand equity, related to number entry the industry saw these last year, pushed the company to innovate, creating packagings that would differ from the overused mL aluminium can.
Indeed, the energy drinks market has suffered from claims that excessive consumption of caffeine can cause a rise in blood pressure and can trigger events such as heart problems and strokes in some people Euromonitor International, Global Packaging: Government policies aimed at presentation of environmental purity and ecological balance, conservation of non replevisable resources etc.
In simple terms profit can be defined as the money left after paying the monthly operating expenses and the debt of the company.
Monster on the loose.Energy drinks have become a very popular source for so called energy, especially among kids. They believe that by drinking these energy supplements they will easily gain the necessary boost to perform well in a sporting event or to stay up late to study/5(5).
Carbonated drinks include cola, lemon and orange flavors while non carbonated drinks principally comprise of mango flavor. The carbonated cola products constitute 60% of the soft drink market and three prominent brands in this category are Pepsi, Coca-Cola and Thums up.
Marketing Of Energy Drinks Essay Sample Introduction The marketing mix (tool largely used by marketers) is composed of the tactics being developed by a company in the 4 P’s areas: product, price, place and promotion, to assist them in pursuing their objectives.
The marketing strategies of the V energy drink will be centred on four objectives:: Firstly, to have 40 percent market share in Auckland, New Zealand, Secondly, to be the brand icon of extreme sports and music not only in Australia but also in New Zealand, to gain 50 percent brand awareness and to have a strong community relations among consumers.
The energy drinks market is maturing and so too is its consumer base, prompting the category to expand its marketing position to better appeal to a slightly older demographic.
While the energy drinks market is still expected to grow through to reach $bn, according to IBISWorld, the target. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm’s marketing goals, and explains how they will be achieved.
Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources.Download