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									Presented by:
   Polly Dumond
  Stephanie Kung
 Giovanna Francia
Parisa Mohammadi
  Shierwin Vigilla
               Energy Drinks
     Energy drink slogans are as different as the drinks
themselves, but they all work to appeal to the ideal
consumer crowd. Energy drinks, unlike other beverages,
are traditionally marketed to a very small, specific
consumer group. For example, some energy drink
brands focus on extreme sports enthusiasts, others
cater to students and their energy needs, and still others
try to attract the video game crowd. Top energy drinks
by brand are Red bull in first place, followed by Rockstar
and Monster. The target market for energy drinks is
mostly male teenagers and young adults.
   Energy drinks contain a variety of ingredients,
    primarily caffeine or guarana and vitamins
   Industry is driven by health and wellness trends
   No scientific evidence to prove energy drink
   Energy drinks are primarily consumed by the
    younger generation, people who are “on-the-go”
                Industry History
   Nearly 20 years old
   Began in Europe & Asia
   Red Bull: first in US in
   Hansen also based in US
    in 1997
   First became popular with
    athletes in US - extra
    energy for workouts &
               Industry Sales
   Currently thought to be the second highest
    growth sector of the soft drink industry
   $3.7 billion dollar industry
   Sales of energy drinks have increased 50%
    each year since 2001 (total of 516% increase
    from 2001-2006)
   Sales are projected to reach $5 billion in 2007
   6th largest category in the beverage market
  Top Energy Drinks
Beverage Market Growth
            Top Ene rgy Drinks by Brand
                                                     % Change                             % Change
            Brand               Do llar Sales        Vs. Prior                            Vs. Prior
                                                     Year                                 Year

            Red Bull            $192,954,700         67.3                 57.7            -1.2

            Rockstar            $30,352,410          105.8                9.1             1.5

                                $26,137,550          206.9                7.8             3.5

            Adrenaline          $18,249,200          31.1                 5.5             -1.7

            AMP                 $17,084,970          31.8                 5.1             -1.5

            Sobe No Fear        $13,352,710          91.7                 4.0             0.4

            Full Throttle       $8,886,300           NA                   2.7             2.7

            Hanse nÕ
                                $2,252,797           -37.3                0.7             -1.2

            Hanse nÕ Lost
                                $2,184,804           623.8                0.7             0.5

            Rip It              $1,803,258           NA                   0.5             0.5

                                $334,742,800         70.3
            Source: Informati on Resources Inc., Total food, drug a nd mass mercha nd ise (excluding Wal-
            Mart) for the 52 weeks ending June 12, 2005
           Advertising Expenditures
   Use distribution as a marketing tool - fashionable
    night clubs, convenience stores, and gas stations.
   Red Bull increased it’s advertising expenditures
    from $2 million in 1998 to more than $40 million in
    2003. In 2004, Red Bull spent $600 million
   Energy drink companies market themselves
    around extreme sports and adventure. Red Bull
    supports 240 athletes worldwide to help promote
    their product
   Monster is known for its high advertising budget
   Industry is dominated by one product - Red
   Rockstar is strongest non-Red Bull brand
    (distributed by Coca-Cola)
   Followed by Monster (distributed by Hansen)
   SoBe (distributed by PepsiCo)
   Xyience first launched energy drinks in 2006
              Target Audience
   Appeals to very specialized market segments
   Overworked executives/businessmen
   People “on the go”
   Truck drivers
   “Hip”, younger generation
       65% of US teenagers (7.6 million teens) say they
        drink energy drinks
       Number of teenage consumers has increased by 3
        million over the past 3 years
America’s Most Caffeinated Cities
   1. Chicago
   2. Tampa
   3. Miami
   4. Phoenix
   5. Atlanta
Red Bull Energy Drinks
              Logo: Two charging bulls
              Colors: Red, blue,
               white/silver, yellow
              Slogan: “Red Bull gives
               you wiiiings”
              Commercials: Generally
               cartoons; sometimes
               spoofs on famous stories
               (Rapunzel, Frog prince,
               Aladdin, Adam and Eve,
Red Bull Commercial: Rapunzel
   The prince comes
    galloping on his horse
    towards Rapunzel’s tower
    to save her
   Rapunzel lets down her
    hair, but it is too short and
    the prince cannot reach it
   Instead, the prince tosses
    Rapunzel a can of Red
    Bull, because “Red Bull
    gives you wiiiings”
                 Red Bull - Appeals
     Need to escape
       The tower was confining Rapunzel, but the commercial implies
        that now that she has Red Bull, Rapunzel will be set free
       In the original story, Rapunzel is able to free herself with help of
        the prince and her long hair. However, because her hair is too
        short in the commercial, she is helpless without the Red Bull.
     Need for affiliation
       This commercial promises that Red Bull can provide the fairy tale
        ending in which the prince and princess live happily ever after
       Because Rapunzel will be freed from the tower, she can run off to
        have a better life with the prince.
           Red Bull - Symbolism
   The product name, Red Bull, implies dominance
    and aggression. Many people are drawn to this
    idea and believe that the energy drink can satisfy
    their lack of these attributes in their lives.
   Red: energy, strength, and power
   Yellow: energy
   Blue: confidence
   White: perfection
   All four of these vibrant colors combine to form an
    energetic and powerful image for Red Bull
    Product Promotion Techniques
   Utilizing familiar stories with new twists
    implies that Red Bull can improve the
    original image of the consumer to be better,
    cooler, and more modern.
   Humor is used to connect to the audience
    to imply that the product is fun and exciting.
     Underlying Message
     Red Bull is essential to having a fulfilling
life, because it can make your life exciting
and fun. With the energy drink, anyone can
conquer things that were never possible
             Rockstar Energy Drinks
   Logo: Star
   Colors: Gold, Black, Red,
   Slogan: “Party Like A
   Ads: Typically with
    attractive girls in bikinis and
    projecting a party image
Rockstar Advertisement
              Ad setting is in a Jacuzzi
               during the evening
              Two hot females in bikinis,
               one calling up people to
               come over for a party and
               the other pouring herself a
               rockstar drink in a
               champagne glass.
              Rockstar is being chilled in
               the ice chest, replacing what
               would normally be alcohol.
                 Rockstar - Appeals
   Need for sex
       Women are in bikinis and projecting the “Party like a Rockstar
        image” in a Jacuzzi. By having the Jacuzzi in the ad it shows a
        more sexy/intimate way to party.
       The woman in the white bikini is on the phone, calling up guys
        and inviting them to come and get the party started. The other
        woman in the bikini has already started to “Rockstar it”. The
        Rockstar drinks are chilling in a ice chest where you would
        normally see alcohol. By using the Rockstar in place of the
        alcohol, a sexier image like those seen in alcohol
        advertisements is projected.
        Rockstar - Appeals Cont.
   Need for affiliation
       “Party like a Rockstar” gives off an image to
        consumers that admire celebrities and want to
        socialize with or be like them. Many celebrities
        are known to party like rock stars and many
        consumers feel compelled to imitate the images
        they see.
       Using sexy women in the ads attract men. The
        commercial implies that with Rockstar, anyone
        can attract sexy women like the women in the ad.
    Product Promotion Techniques
   Marketing ads with hip hop artists, famous
    athletes, actors and actresses, sexy
    women and men
   Hiring sexy models to promote their
    products at clubs, sporting events,
    concerts, and parties
         Rockstar - Message
 Literal meaning: Rockstar will make you
  cool, sexy, wealthy, famous, and powerful
 Drinking Rockstar will make you feel
  energized, healthy, and strong. If you
  drink Rockstar, it will also help you look
  sexy, stay in shape, and feel good all day.
 Hidden Subtext: Buy our product and you
  will live, feel, and act like a Rockstar.
Xyience Energy Drinks
              Logo: Large circle in the
               center with smaller circle on
               the left of it.
              Colors: Each drink has a
               specific color that represents
               its flavor.
              Slogan: “Xtreme science
               for your active lifestyle”
              Commercial: Attractive
               woman drinking it and
               dancing with energy.
          Xyience - Commercial
   Attractive woman
    slouching in chair with
    obviously no energy to
   The woman picks up a can
    of Xyience energy drink
    and takes a sip
   Immediately gains energy
    and begins dancing
   Followed by a large
    explosion in the
                  Xyience - Appeals
   The need for sex – the Xyience add oozes sex appeal and is directly
    aimed at male population, which is the target audience for energy
    drinks. Sex appeal is clearly seen throughout the ad, but especially
    when the model kisses the can at the end of the ad. Also, the clothes
    (or more accurately, the lack of clothes) in the ad easily capture the
    attention of male viewers.
   The need for escape – the illusion that if you drink this energy
    drink, you could potentially have this woman. Xyience presents an
    opportunity to escape from an unfulfilling life without the women
    in the Xyience advertisements. Furthermore, the company plays up
    the chance to “have” the woman in the ad by providing desktop
    photos, etc.
           Xyience - Appeals Cont.
   The need to dominate – Xyience promises the consumer power,
    the ability to go from having absolutely no energy to having full
    energy, and to possibility to dominate in any situation. Xyience
    is also the office sports drink of Ultimate Fighting
    Championship (UFC) which also implies dominance over the
    weak who do not drink Xyience.
             Xyience - Symbolism
   The subtext of the commercial insinuates that Xyience energy
    drinks will make any person more desirable which is portrayed
    by the woman in the commercial and the effect the drink had on
   Black: power, mystery
   Red: Energy, Strength
Methods used to promote product
   The music that is used throughout the video clip
    is a modern genre and most appealing to the
    younger generation of today’s world.
    A tool of persuasion we see being used here is
    an attractive woman presenting a fake image of
    what the energy drink may turn a person into.
            Underlying Message
   Xyience will give you explosive energy even
    when you are exhausted.
   Xyience will make you sexy and bring
    excitement to your life.
   Xyience is a blessing to have in your life
    (expressed when the model kisses the can at the
           Monster Energy Drinks
   Logo: Big “creepy” M looks
    like it’s been slashed or
    clawed as if a Monster has
    created it.
   Colors: Green and White
    for main logo. Colors of
    logos on cans are different
    depending on the product
   Slogan: “Unleash the
   Commercials: Usually ad
    prints or internet ads
                 Monster Print Ad
   Ad has a race car driver,
    presuming someone
    famous and driver of the
    Monster Energy race care
   Slogan is on the upper left
    hand side “Unleash the
    Beast!” in standard
    Monster green color
   Race car is center of shot
    and has flames coming
    out of it
                 Monster - Appeals
   Need to Affiliation
      Race car fans and clubs – many people, a large majority of
       the men, want to be affiliated with racing
   Need to escape
       The dream of driving a race car; getting to go fast
   Need to aggress
       Racing is an aggressive sport
       The flames in the ad also hint at aggression
           Monster - Appeals Cont.
   Need for prominence
       Being associated and therefore having the same
        prominence as the Monster race car driver because
        the consumer is drinking Monster as well
   Need for Drink
       Monster provides a basic need – drink and
        promises to deliver energy as well
     Product Promotion Techniques
   Known for their high advertising budget
   Mainly distribution channels – bars/clubs, gas
    stations, convenience stores
   Extreme sports/events promotions
   Race Car sponsorship
   Athlete and Celebrity endorsement
   Internet website and advertisements
   Attracts fan mail on MySpace pages
            Monster - Symbolism
   The product uses a logo that appears to have
    been created by a “monster.”
   Logo is slashed or clawed and the background is
    green on the primary logo
   Monster uses various logo colors depending on
    the product in which they’re placed
   The primary logo color of green gives off eerie
    monster vibe
         Underlying Message
Product messages are definitely slanted towards
males – their target audience. “Unleash the
Beast!” really aims to convenience the consumer
that their product will give them a real increase of
energy and make them tougher, boosts athletic
performance or powers of concentration – this
could be why it appeals to the extreme sports
The energy drink industry is a smart industry that is continually developing, expanding, and using
innovative marketing techniques. As a whole, the industry caters to a younger market, and some
energy drink brands aim their products at a health-conscious crowd.

With today's health conscious trends, energy drinks have the potential to surpass soft drinks as
the reigning market leader. However, they need to continue to expand their target market and
increase their distribution. If the energy drink companies can obtain some scientific support for
their claims this might also help to boost sales.

Currently the primary target for the majority of energy drink companies is male teenagers and
young people. These products are designed for a younger generation concerned more about
instant satisfaction and fast results than something more long lasting. These attractive claims
appeal to this group of consumers because they are flashy and funny, not because they impart
definite truth or wisdom.

With increasing advertising spend and greater product recognition, energy drink companies are
positioning themselves to become a beverage staple in many homes world-wide.
                 Resources and Links
   A Drink for Today: History of the Energy Craze
   Vemma Verve
   Marketing Profs Knowledge Exchange : Energy Drink Markets
   Sports Energy Drink-Makers
   Energy Fiend : America's Most Caffeinated Cities
        Resources and Links Cont.
   Energy Drink – Wikipedia, the free encyclopedia
    The Soda With Buzz
   ·Double-digit growth – health is the main market driver

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