Product Service description
Feeling sluggish when you are waking up to go to work or class, Roadrunner is a great way to start off your day with a boost of energy. Made from real fruit Roadrunner comes in five great flavors. Strawberry kiwi, berry, orange, banana, and mango are the five flavors that you have to choose from. Roadrunner is made with all natural flavors, real fruit, more vitamins, and natural chemicals making it one of the healthiest energy drinks on the market. You can purchase Roadrunner in 8-ounce cans and 16 ounces cans. It is sold at the local convenient store coming individual cans or cases from 4 in a case to 8 in a case. Drinking Roadrunner is a great way to stay health and get a quick boost on the run.
As you can see in the chart below the 5 top competitors have increased their revenue a little bit. At one point NOS and Amp were not even in the top 5 for the total revenue made. Just in 2010 is when Amp and NOS made the break into the top 5. This shows that the market value for them two products have increased. You could probably look at their SWOT analysis under the streght section and see what they had for a stregnth of theirs to improve their company and make it into the top 5. (http://www.caffeineinformer.com)
Sales in 2013 Sales in 2012 Sales in 2011
Red Bull 3,433 2,950 2,300
Monster 3,147 2,600 1,900
Rockstar 821 780 660
NOS 274 300 330
AMP 239 250 250
From what you can see in the (Datamonitor) after 2006 the energry drinks sold just under 400 million more liters then they did in 2006. The market value for energy drink would continue to increase until 2009 when they starteed to decrease the amount of liters sold in the USA. In 2009 and ...
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...e also sponsoring snowboarders. But instead of marketing toward extreme energy, they market toward being “not tired”. With this approach, Amp appeals more toward a slightly older audience and also to a calmer audience.
Why should anyone buy out product?
Mintel Food & Drink’s August 2013 energy drink report showed that 59% of Americans who drink energy drinks are concerned about the health implications energy drinks can bring (Mintel.com). With the all the recent concern over the health effects of energy drinks, Roadrunner is a natural, safe alternative. With Roadrunner, you can get the same benefit as the other energy drinks, without worrying about your health. Roadrunner also has a more appealing than most energy drinks, which are bitter and potent. Roadrunner, with its sweet fruit flavors, is the perfect energy drink for people who don’t like energy drinks.
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As stated in the case, “the market for energy drinks was growing; between 2010 and 2012, the market for energy drinks had grown by 40%. It was estimated to be $8.5 billion in the United States in 2013 [and] forecasts projected that figure to reach $13.5 billion by 2018” (pg 5). However, much of this market’s revenue -- 85% in fact -- is dominated by five major brands, while the remaining 15% is split between approximately 30 regional and national companies. (pg. 5). With this saturated market, it might not be best for Crescent Pure to enter as a completely new product to the industry, as there is the possibility that it will be squeezed out of the profit shares by more established brands -- especially if it is not properly secure in its identity. In addition, while the market for energy drinks appeared to be growing at an exponential rate compared to the market for sports drinks -- which increased only 9% in five years and would be at approximately 60% of the rate for energy drinks in 2017 (pg 6) -- the consumers appeared to be wary of partaking in the market for several reasons, which would potentially harm the reach of Crescent Pure. These concerns included rising news reports discussing the safety of energy drinks (pg. 5). Taking into consideration the data provided in the case that concerns reasonings of why consumers choose specific drinks over others, there
PowerBar began as a company seeking to create a performance-enhancing food that marathoners could consume during an energy-draining race. Initially, the product was marketed and distributed at bike shops and events where running and biking were the competition medium. As this new category began to expand, new entrants began to enter the market. These new entrants began to segment the food bar market into several categories. The primary consumers of the food bar market can be separated into three major segments: energy bars, sports bars, and weight loss bars.
One of the reasons behind caffeine’s extensive consumption is its widespread availability in so many different beverages. Caffeine is not marketed strictly through coffee and coffee products; a plethora of popular soft drinks list caffeine as an ingredient. Many of these are not even advertised as energy drinks because the caffeine in them is a fraction of the amount contained in coffee. Gary McIlvain and his fellow researchers at the Health Science Department of Marshall University claim that energy drinks have been rising in popularity in recent decades due to their high amounts of caffeine and sugar. Both of these ingredients are stimulants and are used in varying amounts in different energy drinks. While a serving of Wired contains several
When categorizing Red Bull it is fund in a category that is labeled functional, other examples of these types of drinks are sports drinks, such as Gatorade or Vitamin Water. In 2007 research indicated that Red bull was the leading energy drink, by 2010 the Nutrition Journal states, Red Bull holding 42 per cent of that 62 per cent of the energy drink market. For this reason, it is proven that Red Bull sets trends for other “functional” drinks and therefore they are after twenty-nine years still the most popular energy drink on the
Based on the website cspinet.org which is the Center for Science in the Public Interest publish on June 25, 2014 said that in documents obtained from the Food and Drug Administration show that since 2004, a total of 33 deaths have now been linked to energy drinks. Of those, 22 deaths have been linked to 5-Hour Energy, 11 deaths have been linked to Monster, and one death, a first, has been linked to Rockstar
From conducting this report it was found that Red Bull energy drink is facing some problems, the main one of which is the negative media that it has been receiving. However both primary and secondary research shown that negative publicity does not affect buyer behaviour to a great extent.
The energy drink industry over the years has been quite sustainable and really does not have any chance of taking any major loss in revenue anytime in the near future. Companies like Red Bull, Monster, and Rock Star will always be in direct competition with one another. Some of the strengths of this industry is the status in which all of the most prominent brands of energy drinks uphold to. They all use a number different branding strategies and marketing techniques that distinctly set them apart from each other. The energy drink industry has seen much growth over the last few years. While, they have seen much growth in their sales and gross profit this is also due to the broad geographical presence they serve all around the world. Companies
Why do students prefer this suspicious-looking, yellow-colored beverage to other popular drinks like Coca Cola or Pepsi? Many students say they like it because it tastes good and keeps them awake. They find this extremely sweet and caffeine-packed solution appealing and refreshing to taste. Senior Zach Bougner said he likes the citrus taste of Mountain Dew. "I used to drink a can every day before school in high school," said Bougner. "I drove with my left hand and drank with my right."
Red Bull. 5 Hour Energy. Monster. These energy drinks are becoming increasingly popular not just for teenagers and college kids, but in the world of athletics as well. Athletes around the world are drinking these beverages for a boost in athletic performance and stamina to get an edge over their opponents. These drinks are even being promoted by professional athletes! This increasing popularity and consumption begs the question: are these drinks safe? I decided to dig into this question, and I have found some pretty startling answers. The drinks may bring enhanced performance and energy, but they also come with potential health risks. These health risks heavily outweigh the benefits the drinks could possibly bring.
SANTINI, D.(2004). Transportation fuel alternatives for highway vehicles. In Encyclopedia of energy. Retrieved from http://ezproxy.csbsju.edu/login?qurl=http%3A%2F%2Fsearch.credoreference.com%2Fcontent%2Fentry%2Festenergy%2Ftransportation_fuel_alternatives_for_highway_vehicles%2F0
Caffeine is an incredibly addictive substance found in nature, however because it is labeled natural does not mean is is healthy by any means. Energy drinks by themselves contain numerous dangerous ingredients such as caffeine, guarana, taurine, and glucuronolactone (Pennay, Lubman, and Miller, 2011), carbohydrates inositol, niacin, panthenol, and β-complex vitamins (Oteri, Salvo, Caputi, & Calapai, 2007). A standard energy drink has 85 milligrams of caffeine, which is a stimulant of the central nervous system, but can contain up to 500 milligrams (Pennay, Lubman, and Miller, 2011). Taurine is an amino acid that influences the contraction of cardiac and skeletal muscles. Energy drinks contain ten times more of the recommended intake of taurine, between 40-400 milligrams. Guarana improves alertness and energy and is slowly absorbed in the digestive tract having a longer lasting effect than caffeine. Glucuronolactone is a metabolite formed from glucose and en...
Corporate legend has it that in the early 1980s, while traveling to Asia on business, Austrian Dietrich Mateschiz came across some very popular “energy drinks”. With his (self-describe) “uncanny instinct for successful product innovations”, he schlepped a small sample of energy beverages back to Europe along with a big idea. Then with a clear vision and a lot of scientific know-how, Dietrich (and what was surely several unnamed food scientists) gave birth to the Red Bull Energy Drink.