ENERGY DRINK

Energy Drink

Energy Drink

Abstract

In this study we try to explore the concept of Energy Drink in a holistic context. The main focus of the research is on Energy Drink appeal the mass population and its relation with consumer. The research also analyzes many aspects of Energy Drink and tries to gauge its effect on Consumer. Finally the research describes various factors which are responsible for appealing mass of the energy Drink and tries to describe the overall effect on consumer in both positive and negative way.

Introduction

Energy drinks usually contain 70 to 80 milligrams of caffeine per 8-oz. serving, more than double many cola drinks. Energy drinks also may contain guarana, a plant that contains caffeine, taurine (an amino acid), vitamins, herbal supplements and sweeteners. Forget your morning cup of coffee: Pop open a can of KMX and expect to be bold, focused, and ready for what's out there - all without missing a beat. Or grab some energy drinks and plan on increased endurance, better concentration, and improved performance. Energy drinks promise the world in a few ounces. With combinations of caffeine, vitamins, and herbs such as ginseng and gingko biloba, they're flying off shelves of supermarkets and convenience stores. (Brown University, 2007)

Background

Energy Drink can get you "high" or give you a quick "lift." Some people just want them for the "buzz" or the sheer pleasure of getting a "rush," while others are lured by the possibility of heightening their sexual drive. If these descriptions elicit the illicit, that is because they are probably meant to. These are the terms behind the marketing for a popular new brand of soft drinks called "energy drinks" or "extreme beverages." The beverages are generally high in caffeine and sometimes laced with "exotic" additives, like Brazilian guarana berries or ginseng. And they all appeal to young people. The products are primarily marketed to teenagers and Generation Xers, many of whom have grown up relishing Nike's mantra to "Just Do It" and Gatorade's dictum: "Life is a Sport. Drink it up!" (Childs, 2007)

Rationale

This study highlights many issues related to Energy drink and gives a broad analysis of mass appeal of energy drinks by consumers.

Aims and Objectives

Following are the aims and objectives of this study:

(1) How the energy drink is appealing to the consumer?

(2) To whom they are targeting?

(3)Positive and negative impact of the Energy Drink

Keywords Used:

The following words were used during this paper energy drink, impact of energy drink, mass appeal of energy drinks and so on.

Target audience

Age: Young adults (16 to 30 years old)

Male to female ratio: 60:40

Exhausted executives seeking a mid-afternoon pick-me-up

Partygoers & clubbers - people looking to party all night without feeling tired

Anyone looking for a short-term boost in their day

Drinkers looking for a mixer with a difference to go with alcohol.

As with all FSDs, the original target audience who initially bought into the concept - 16- to 30-year-olds - are growing older and entering a different life stage that perhaps requires less energy ...