Marketing Strategies For Energy Drinks Essay - 958 Words

I don’t consume energy drinks on a regular basis but I have on occasion drank them to help give me a boost of energy. Energy drinks have been known to give me caffeine headaches, it has made me jittery at times, and after it wears off my body crashes and I become tired real easily. When I look back and see what drew me to energy drinks was the marketing strategies used to attract people in my demographics. I was in my early 30s, still young and vibrant, and in good shape. But I wanted something more that would give me that extra edge. I mentioned earlier how marketing ploys catered to a younger generation when energy drink manufacturers would sponsor events often highlighted by extreme or thrill-seeking sports that appealed to them (Webb, 2013). Ethical dilemmas arise throughout the marketing process (Johnson, 2016). When Monster was introduced in 2002, the long-term safety of the unique combinations of ingredients found in increasingly popular energy was unknown (Webb, 2013). Other ethical marketing issues included price fixing (discounted 4 packs for $5.00), advertising and product placement (Monster Energy supporting AMA Motorcycle Supercross 4), labeling issues (whether to market as beverage or liquid dietary supplement), and ethical aspects of marketing decision regarding consumer demographics (adolescents and young adults) (Johnson, 2016 Webb, 2013). Although there is no FDA regulation on energy drinks, energy drink-related emergency department visits haveShow MoreRelatedMarketing Strategies Of The Energ y Drink Manufacturers1345 Words   |  6 PagesThe primary purposes of the energy drink manufacturers are the making of the excellent products and adapting them to the target groups. The basic question is how to impress the young customers and make them be loyal to the products after they consume them (Aaker and Joachimsthaler 2000) This is the essential objective which can be accomplished by using the rightful strategies. 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In soon energy drink history, Athletes were the primary consumer when energy drinks were initially being sold in USA.Read MoreSwot Analysis : The Energy Drink Industry1135 Words   |  5 PagesSWOT Analysis: 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 brandRead MoreConcept Of Perceived Value Perception And Its Impact On Consumer Oriented1528 Words   |  7 PagesDavid Marcer marketing in general can be defined as a procedure that must be employed to understand, anticipate and satisfy the needs of the customer in a profitable way. 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Early in energy drink history, when they were first being sold in the United States, athletes were the primary consumersRead MoreRed Bull Case Study1166 Words   |  5 Pagesoverall global marketing strategy? Red Bull has built an image as a trendy energy drink, catering to young adults and young professionals between the age groups of (16-29) years. It also targets young club-goers and private parties in order to spread its picture as a stylish drink. It also believes that it is not just selling a beverage, but instead it is selling a ‘way of life’. Red Bull also uses a catchy slogan as ‘Red Bull gives you wings’. These non –traditional marketing strategies of Red Bull