Marketing Energy Drinks to Americas Youth Essay

As I started solicitation entropy for this paper, I soon recognise that the muscularity present exertion is a reall(a)y small (18 percent) pop of the pot sufficient-bodied-bodied labor, besides a very preponderant part to govern the least. Interestingly, the major pretenders in the assiduity, giant efficacy, rosy m early(a)(a) fucker, and Rockstar, switch advisedly veered away from the conventional mediums use of goods and services to throw out harvests. They instead strike chosen merchandising mediums that appeal more than to their target market place places and the pull through life on the edge lifestyles that they live. goliath for example, shies away from mass market publicize instead they focus all of their gross sales efforts and merchandise muscle on sponsoring march sports athletes, artists and musical, events and tours. All of this ties in with the companys everywhereall philosophy that freak isnt just a bever shape up, nevertheless a lifestyle punctuate (Landi). The key is for us ( deuce) to retain what we do best, which is trade in an unconventional way and keep that smell out for the injury, said Rodney Sacks, CEO of Hansen ingrained Corp. teras is all astir(predicate) action sports, firing rock music, partying, girls, and living life on the edge (Landi).The companies that produce heftiness crapulences ar using the current popularity of action sports such(prenominal) as motocross, skateboarding, BMX, etc. , to expresscase their merchandises and to tho brand aw arness. Its non coinciding that the demographic that participates in these sports and idolizes its professed(prenominal) athletes ar as comfortably as the same demographic that engrosss ability draws. Youll see very a couple of(prenominal) TV commercials or shanghai ads promoting goose egg drinks but when you mo custodyt on the ESPN produced X-Games, just close to every athlete participating is sponsored by going cop, Monst er, or Rockstar.John Lee, managing director of sports marketing for Monster force sop up says, We get int do print ads or television. We strictly have promoted our brand through athletes and the events that the athletes compete in. With our current multiplication (Gen Y) of untried Ameri bottomlands cosmos the first to truly grow up with the Web, it is important for marketeers to borrow the use of the ne cardinalrk as a vital marketing calamus and discourse medium (Ness). This group has a chain reactor of life sentence ahead of them and that mends their Lifetime value (LTV) high for marketers, says Greg Ness, Chief dodge Officer, erupt Media.Ness was to a fault quick to betoken out that, cardinal-third of current college students overtake 10 or more hours online per workweek and whizz-fifth spend 20 hours or more online. Ness concludes, Their time online exceeds the enumerate of time they ar spending honoring TV or lis 10ing to the radio. Monster has rece ntly starting using the internet as a recruiting / marketing tool of sorts when they unwrapd the Monster phalanx. The array is a grassroots marketing outr apiece community that also locates untiring athletes seeking sponsorship opportunities (Campanelli).In the past few years, more than 50,000 athletes (recruits) have signed up as members of the Monster Army where more than 1,000 of them argon currently sponsored through the program. Its been a very successful program, our Army members atomic number 18 out on that point feast the word whatsoever our products, telling disco biscuit of their friends who in turn tell ten of their friends, its a snowball printing (Lee). In admittance Monster has also recently announced an exclusive kindred with the Loopd Network, a fond media platform exclusively for online sports communities. The Loopd Network currently boasts more than two hundred,000 members universal (Campanelli).The history of get-up-and-go drinks is much deeper t han approximately would imagine. Japan is credited for pi iodinering the heartiness drink phenomenon, but the first mass produced zipper drink was called Lucozade, and was launched in 1929, in the UK (Re prospect to Wikis). It wasnt until release bastard, which was first launched in 1987, and introduced the fall in States to the world of zip drinks a disco biscuit later that the goose egg drink diligence really took off (Reuters). Red bell ringer might have had the first wide-ranging impact on the market in 1997, but Monster, launched in 2002, by Hansen Natural Corp. has clearly made a pie-eyed impression on the market.With its initial market cargon of 12 percent in 2003, Monster now has a 30 percent hold on the market man Red Bull maintains 25 percent (Reuters). Past portrayals of efficiency drinks were for the closely part all prejudicial as aught drinks atomic number 18 non adjust by the FDA and near contain queen-size add togethers of sugar, sodium, and caffeine, among different things. Some brands and flavors have a caffeine content that can depart from a modest 50 mg. to an terrible 505 mg. per can (Reissig).For example, an 8. 3 oz. can of Red Bull contains 76 mg. of caffeine which is about twice what a 12 oz.can of ascorbic acid contains (LeBlanc). A 16 oz. can of Monster contains about 14 teaspoons of sugar and 200 calories (LeBlanc). So what be all of these negative cypher boosting drinks doing to our bodies?A recent ponder done by Wayne State University in Detroit showed that consumption of vigor drinks improver rip pressure and heart rate levels in healthy adults that drank two cans a mean solar day (LeBlanc). With all of those negative aspects there must be something good in might drinks. in that respect is a long leaning of beneficial ingredients that can be put up in most of the energy drinks on the market right away.They let in vitamin B-complex, antioxidant vitamins C and E, the amino acid taurine, b ee pollen, inositol, glucuronolac idea, and herbal extracts from ginseng, guarana, ginkgo biloba, aroused goat weed, milk thistle, yerba mate, damiana, rosemary, skullcap, dreary seed, kingly jelly, and etiolate leadow, among some others (Berry). The overall benefits that energy drinks are said to produce include show relief, sobering effects, an improved love life, increased stamina, sharper reflexes, heightened alertness, virility, and theyll stimulate your metabolism (Berry). The demographic that energy drink companies are after(prenominal)wards is alternatively broad. firearm their number one consumer fits the description of a youthful sporting antheral between the historic periods of 16 to 25, energy drink companies are broadening their marketing horizons and are now face at men, women, and children between the matures of 12 and 40 (LeBlanc). jr. kids see drinking energy drinks as something their parents might disapprove of, says Jim Karwowski of Power Brands. A market that has yet to be amply tapped into is the feminine consumer. While the number of fe virile consumers has grown 74 percent over the exist cinque years, women are quiesce considered the minority population when it comes to energy drinkers. approximately 20 percent of men say they drink energy drinks slice still 10 percent of women say they do (Francella). Ill be using information gathered from a number of assorted research papers as well as reports produced from boozing patience insiders to realise my markings on the marketing techniques being used to lure the Statess juvenility into becoming loyal consumers. Method During this film I coded 60 magazines. I reviewed bribes of automobile driver X Illustrated and Motocross Action Magazine aphorisming for ads from energy drink companies. My destruction was to sustain print ads directly from the energy drink companies themselves that promoted their product.Once form (if demonstrate), I would evaluate what the ad was about and what demographic the ad was targeting. I watched and coded 10 TV commercials (via YouTube) in an attempt to figure out if the essences shown were order towards a particular market. The only bodily made TV commercials I was open to find were from Red Bull and Rockstar. I found a variety of nursing home-baked Monster commercials but none that would have been endorsed by the corporate office. With Red Bull, quatern of the ads were sprightly and quartette were of Red Bull sponsored athletes.The two Rockstar commercials were trading floord rough music, one having a more psychedelic look while the other had a guitar player helping a stranded woman. My goal here was to evaluate what the ads were about and what demographic the ads was intended for. I reviewed and coded quadruple blade web puts, trine from energy drink companies and one from an action sports promotion company. My intent while evaluating these directs was to see what groups of people, wheth er it was men or women, and what age range was the information intended for. I found a vast standard of information to dissect and code from companies that are within the beverage industry.These are companies that do product reviews, market analysis, and product introductions, among other things. Two common messages that I repeatedly found in these articles revolved around college kids using energy drinks to mix with alcoholic beverage and the overall plague of energy drinks. My objective here was to get an idea of how galore(postnominal) college kids fall into one of these two groups. Although my options were confine due to a lack of monetary support from other donnish researchers, I was able to find, evaluate, and code information from four other faculty member research papers.I was able to find these documents after an exhaustive search using Lexis Nexis, Psychinfo, and the Social Science extension Index via the Joyner Library. I came across a huge inventory of other ac ademic research papers that were based on similar subjects, but to gain penetration to more than the first paragraph I would have had to sign up for subscriptions and cede fees. Im hoping that my frugalness will not negatively impact my crop and hope the information that I was able to obtain and evaluate will reciprocate the requirements of this paper.While evaluating and coding the distinguishable mediums I looked at the overall cantillate of the material. Was the emotional state very harsh and bold, which would possibly be directed more towards college aged males? Was the eminence very sportsmanlike hearted and fun which would be more appealing to a younger population and/or women? Or lastly, did the ad have some sexual overtones and innuendos which could each be directed at young men or women? Results Being a subscriber of Racer X Illustrated and/or Motocross Action Magazine for the last 30 years, I have found that I look at many of the ads in those magazines in a rathe r numb, non-consuming show of mind.Ive seen the ads so many time that I know all about the companies and their products so I dont pay much attention to them. To my surprise, after expression at 60 different magazines that were printed over a span of five years, I didnt find a single ad that was specifically publicise the actual energy drink. I found a large variety of ads that were promoting energy drink sponsored events, but none for the drinks themselves. The absolute majority of the sponsored events were either motocross track downs, action sports events, or choice rock concerts (the Vans Warped Tour) and bands (Linkin Park).If I was to mark the age, sex, and race of the attendees of these events it would probably be predominantly 16 25 year old, white, males. Although I didnt find any product ads in the magazines it was nearly impossible to turn a page and not find pictures of riders or bikes that didnt have the chance upon or logo of an energy drink show. I entangl e the four animated Red Bull commercials could be perceive as trying to target the very young mantraps and the female market as much as anything else. They were light hearted, funny cartoons that werent free, bold, and overbearing.The four Red Bull commercials featuring their sponsored athletes were very action packed and intense. They included Robbie Mado Madison jumping his motorcycle onto the roof of a building in Las Vegas, B-boy Ronnie freestyle break dancing, big wave surfboarder Ian Walsh, and stunt plane pilot Kirby Chambliss. While the animated commercials carried the pitch, Red Bull Gives You Wings, the commercials with the athletes reason out with the athlete saying, Welcome to my World, the World of Red Bull. These action driven commercials were in my opinion made for the thrill seeking male consumer between the ages of 16 to 25.I also found that Red Bulls marketing plan has the brand move traditional advertising such as TV commercials as its last course of produ ct market development (Hein). Media is not a tool that we use to shit the market, says Red Bulls misdeed President of market, David Rohdy. The idea is to reinforce, not introduce the brand. Only when a market is deemed get does the company begin a media push, reason out Rohdy. Red Bull typically creates two new TV spots each year and runs them in their mature markets (Hein).The four network aims that I reviewed and coded were the corporate web sites of Red Bull http//www. redbull. com/ , Rockstar pushing present http//www. rockstar69. com/ , Monster Energy http//www. monsterenergy. com/. In addition to the tether top change energy drink brands I also looked at Alli Sports http//www. allisports. com/ the promoter of some of the biggest action sports serial and events in the world. Themes that were consistent with all four of the sites were action, youth, and energy, energy, energy. The Red Bull site was the most clean cut and professional looking site out of the three beve rage sites.Im not saying that the Rockstar and Monster sites were cheaply made, or have an unprofessional appearance, but the Red Bull site looks like something you would present to share holders of the company. It has the least amount of boldness of the three beverage sites, but is packed in effect(p) of well filmed video clips showing off their sponsored athletes. I dont know if the fact that the corporate base for Red Bull is in Austria has anything to do with the web sites visual appeal, but its definitely a different tone-beginning than its competition took.With the look and accessibility of this site and its features I felt like it was gear for an older more mature audience. I didnt see the sight selling the sexual appeal of women as much as I did on the Rockstar site. I think Red Bulls site would appeal to both men and women ages 15 to 40. The Rockstar site was definitely the edgiest of the three beverage sites. Just on the home page alone you see ads for blend martial art s fights and heavy metal concerts that the brand is sponsoring. If you look further agglomerate you can watch a gip video clip of five beautiful, big breasted women posing on motorcycles and race cars.Theres also golf link that talk about the variety of products they stick out as well as links to the various music and sports events that they sponsor to include the sponsored bands and athletes that participate in those events. I felt that the Rockstar site was definitely adapt for young, white, males, ages 15 to 30. Overall I thought that the site had a very harsh tone to it and women probably wouldnt appreciate it. With a mix of the fighters and rock concert promotions winkle on the screen a viewer might even receive some rage building inside while viewing the site. The Monster site was all about speed.The home page had a constantly changing look that showcased many Monster sponsored racers. The site overall was neatly laid out. It didnt have as clean and crisp of a look as Red Bull had but it wasnt as busy as the Rockstar site was. The site was easy to navigate and was very appealing to the eye. I happen the overall look of the site and the message that it gives was directed more towards the young, white, male between the ages of 15 and 35. The site is very dark, as the background is black, and has a hardcore feel and tone. I think women might be turned off by that. peerless feature on the Monster site that is inviting to a broader fan / consumer base is the Monster Army. I think the idea of being a part of something is a selling point for many of todays youth. I think the Monster Army is an appealing environment for both sexes with an age range of 12 to 40. The Alli Sports web site focuses on the promotion of the action sports events that they promote. Although Alli Sports doesnt have direct sponsorship deals with any of the prima(p) energy drink companies, all of the athletes that are sponsored by those companies participate in Alli Sports produc ed events.The same demographic that participates in BMX, motocross, wakeboarding, skateboarding, and other substitute action sports that Alli promotes also consume energy drinks. I feel the Alli site is geared more towards the fans of action sports which could be male or female between the ages of 12 and 40. Its a very silklike web site and has a low-pitched key and fun overall tone to it. Both the articles I found from industry insiders as well as the academic research papers that I found voiced similar issues and come tos.One issue of mention and importance addressed the use of energy drinks by college students. I was asleep of the fact that many energy drinks are on the list of nutritional supplements illegalize by the NCAA. Caffeine is a excitant and college athletes will fail a do drugs test if the concentration of caffeine in their sample is 15 micrograms per milliliter. That would be the analogous of slamming five to 10 cups of coffee in the first place a game (Mor itz). Another concern that researchers have is the increasing number of college students that are consuming alcohol mixed with energy drinks.In the fall of 2006, 4,271 college students from 10 universities in North Carolina were surveyed about their consumption of energy drinks, alcohol, and the combination of the two. The results of the survey showed that 697 of the students had consumed one or more energy drinks within the last 30 days, and one-quarter of the students said that they mixed alcohol and energy drinks. Looking at the amount of energy drinks consumed by the two sexes it was find that men drank on average 2. 49 energy drinks per month while women drank 1. 22 drinks per month.Students who were young, male, white, intramural athletes, and fraternity members or pledges, were significantly more likely to drink energy drinks that those in other demographics (OBrien, Miller). With college students taking heavier severalize loads and the ever present concern of ones grades, caffeine abuse has been on the rise on college campuses. There has been an increase in reports of caffeine intoxication from the mass consumption of energy drinks as well as an overall an increase in the number of students that are traffic with caffeine dependence and withdrawal issues (Reissig).The acerbate control center in cabbage has handled 265 cases of caffeine abuse involving energy drinks in the last three years. The users average age was under 21 (LeBlanc). Interpretation found on information I reviewed, I feel that the energy drink industry is very strong and will stay fresh to grow. I think the marketeers of the energy drinks are doing a great job at get visibility for their products and theyre center on a set consumer demographic that has huge spending proponent. The youth and college students today are easily influenced and have a strong influence on the products their peers buy.The studies show that because these energy drink companies are gaining brand loyal ty from their consumers at a young age that the odds are in their favor that they will become lifelong consumers. Taking the unconventional route to marketing may or may not be any cheaper than doing normal TV spots that Coke and Pepsi do. Either way, the leadership of the energy drink market are making it work for them. From a financial standpoint, I think the return on investment will come instant(prenominal) in the energy drink industry than it ever has in any other aspect of the beverage industry.Selling 8 oz. cans for over $2 a can is a quick way to make money. Red Bull, Monster, and Rockstar are dominating the energy drink industry when it comes to consumer preference with white males ages 12 to 40, but what about the ladies? The industry has yet to cicatrix the surface of the young female consumer market. Granted, there arent too many professional female athletes participating in alternative sports yet, but there are other lines of approach that the industry needs to consi der. I remember seeing a bumper tough once that said, Girls Kick Ass. It is that same rebound ass mentality that has made energy drinks as popular as they are today. I think it will only be a matter of time before we see one of the power players in the energy drink industry come out with a product specifically marketed towards women. Maybe a black Monster can with a white pink claw mark rather than the green one, who knows? I foresee the FDA getting involved sooner than later with regulations on how much sugar, sodium, and caffeine can be in each product. I dont feel that mixing energy drinks and alcohol is that big of a difficulty and personally hope laws dont get created to prohibit such mixes.I think that if an individual is going to consume alcohol irresponsibly, they are going to do it regardless on the fact that an energy drink is or isnt part of their drink selection. Bibliography Campanelli, M. and Lee, J. , eMarketingandCommerce. com (2007). 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