Competitors Research

Audience Research
Athletes are considered as the main target of audience towards energy
drinks as they need to keep their energy levels high for the competition.
As energy drinks decreased in price and the competitive markets started
to sell them, more and more people started to buy them, and athletes
were no longer the primary target. Each brand of energy drink has its own
target audience, for example the energy drink Monster is targeted mainly
at the skateboard community, featuring in many of the competitions, and
associated with many famous skateboarders. Some skateboarders have
sponsors, and one of these can be Monster Energy, which not only gives
the skateboarders a boost of energy in the competitions, itll also give
them a boost of confidence as they will want to make their sponsors proud
and so they can earn a certain percentage of extra winnings. Another
energy drinks target audience is Red Bull, featuring in the sports and
events that feature thrills, such as Formula 1. In 2012, an Austrian
skydiver named Felix Baumgartner made the first fall fallout without any
kind of engine power. This mission was all powered by Red Bull, giving
them a huge advantage in the market. Linking back to Formula 1, a driver
named Sebastian Vettel, a German Racer was sponsored by Red Bull in
2009 2014. Red Bull also host an event called Red Bull Air Race where
experienced thrill seekers do aerodynamic acrobats in planes, which again
is hosted by Red Bull. This Energy drink is mainly purchased and
consumed by many ordinary people, as they buy Red Bull to keep them
going throughout the day, or can be part of a combinations with other
beverages.
Age
The age limit ranges from 18 34, however I think this should be
changed, I dont think we need a cap of 34 years, and I think we should
decrease the minimum age by 2 years, maybe 16+. The reason for this is
that many young people nowadays are becoming heavily associated with
sports and thrill seeking, so I think the age should be 16+ as many young
people will need a boost of energy in their activities, and maybe the
energy drink companies might want to sponsor them, however they cant
as the age is 18+. I also believe we should get rid of the maximum age
too, as there are sports people who are over the age of 34 that still are
associated with sport who might enjoy energy drinks to keep them going.
The reason why the age limit is at the same as alcohol, is because of the
amount of unhealthy ingredients included in it is inappropriate for the
people under the age of 16+.

Products
Rockstar Energy Drink
About: This drink was launched in 2001, and is currently being
sold in over 30 countries worldwide, with retails sales in
excess costing a whopping $1,000,000,000 (683,320,000)
ranking it within the top 3 energy drinks in the world. The
slogan Bigger, Better, Faster, Stronger shows just how good
this drink is, and you get a large amount of it, as the can size
is 500ml. the beverage consists of high caffeine and vitamin
B, all combined with artificial flavours. Rockstar Energy Drink
is designed for those who lead active lifestyles, from Athletes
to Rock Stars. Available in over 20 amazing flavors at
convenience and grocery outlets in over 30 countries,
Rockstar supports the Rockstar lifestyle across the globe
through Action Sports, Motor Sports, and Live Music.
Labelling: Rockstar, like monster energy, use a black
background with shiny and distinctive colors. In this case gold and red are
the primary colors and are used everywhere around the can. To grab the
attention of customers, a large shiny star is placed on the front, this is a
common factor in energy drinks to define them to the eye quickly.
Ingredients: Besides caffeine
and sugar, Rockstar Energy
Drink contains a variety of
herbs,
including
panax
ginseng, ginkgo biloba, milk
thistle
extract,
and
guaranaseed. The amount of
guarana used to be higher, but
after
being
criticized
for
including guarana once health
concerns about the herb were
publicized, the amount in the
drink was significantly reduced. It also includes 1000 mg of taurine.
Cost: Normally around 1.80

Monster Energy
About: Monster Energy is distributed
by Hansen Natural a listed company
of Corona, California. Though it is not
widely advertised in the media,
Monster receives a large amount of
recognition from its sponsorship of
various sporting events. Hansen Natural
Corporation announced a distribution agreement with Anheuser-Busch in
the U.S. and Grupo Jumex in Mexico. Hansen Natural Corporation
announced a distribution deal with PepsiCo Canada in February of 2007.
Contracts with existing distributors were bought out in these markets. In
Germany Pepsi is the Producer and it is available there since summer/fall
2010. It is distributed in Australia by Schweppes as Coca-Cola Amatil
manufactures Mother energy drink, which is an exclusive energy drink
sold only in Australia and New Zealand.
Labelling: Monster energy gives quite a scary effect, playing upon the
whole idea of a monster, and scary things. The green plays upon the
impact that it gives to potential customers as it catches their eyes.
Ingredients: The caffeine content of most
Monster energy drinks is approximately
10mg/oz (33.81mg/100mls) or 160 mg for a
16 oz can. As with most other energy drinks,
the packaging usually contains a warning
label which recommends the maximum limit
of cans to consume per day - 3 for the 16 oz
size (one per day in Australia and the UK), and
it is not recommended for children, pregnant
women or people sensitive to caffeine.
carbonated water, sucrose, glucose, taurine,
sodium citrate, color added, panax ginseng
root extract, L-carnitine, caffeine, sorbic acid,
benzoic acid, niacinamide, sodium chloride,
glucuronolactone, inositol, guarana seed,
pyridoxine
hydrochloride,
sucralose,
riboflavin, maltodextrin, cyanocobalamin.

Cost: Around 2.00

Relentless
About: Relentless is the brand name of an energy drink
created in February 2006 by The Coca-Cola Company. It
has been compared to energy drinks such as Red Bull,
and is known for its sweet taste. The drink has also
been the subject of court proceedings for breach of
trademark by Relentless Records. In the year ending
2010, sales of the product in the UK increased by 28
percent.
Relentless is sold in 500-ml cans and is marketed as
being produced for "those with need of strong
stimulation". The product's label includes a caution
stating that Relentless is not suitable for children,
pregnant women or those sensitive to caffeine. The can
has a distinctive dark brown colouring, showing the
muscles of a human's neck/head/shoulder area, and is
marketed to provide continuing energy with the slogan
of "No Half Measures" (a reference to the can size, which is
twice that of a standard 250-ml can of Red Bull) but The Coca-Cola
Company implies it refers to an encouragement not to settle for less than
one's best. "Suffer for your art" is used on cans and continues to be
included in advertising.
Relentless was introduced to the New Zealand market in May 2008 by
Coca-Cola Amatil. It is only available in a 440-ml can. In April 2009, CCA
replaced the Relentless drink range with the Mother Energy Drink range
with Inferno included, which is imported from Australia.
Labelling: Each drinks can contains an extract of poetry, taken from the
works of poets including Lord Byron, William Wordsworth, Edgar Allan Poe,
William Ernest Henley and Percy Shelley. Label includes artwork,
ingredients, logo and information on the product.
Ingredients: Carbonated Water, Sugar, Citric Acid, Taurine (0.4%),
Glucuronolactone (0.24%), Acidity Regulator (E331), Colour (Caramel

E150d), Flavourings, Preservative (E202), Caffeine, Inositol, Vitamins

(Niacin, Pantothenic Acid, B3, B6, B12), Guarana.
Relentless contains 32 mg of Caffeine
per 100 mL, in a standard can size of
500 mL (16.9 US fl oz), or about 160 mg
of Caffeine in total. It also contains
sugar,
carbonated
water,
inositol,
taurine (0.4% volume), citric acid,
guarana, colours (caramel E150d, and
E104)
glucoronolactone
(0.24%
volume),
acidity
regulator
(E331),
preservatives (E202, E211), vitamins
(niacin, pantothenic acid, B6, and B12).
Cost: Around 2.00

Red Bull
About: Red Bull is an energy drink sold by the Austrian
Red Bull GmbH, created in 1987 by the Austrian
entrepreneur Dietrich Mateschitz. In terms of market
share, Red Bull is the most popular energy drink in the
world, with 3 billion cans sold each year. Dietrich Mateschitz
was inspired by an already existing drink called Krating Daeng which he
discovered in Thailand. He took this idea, and to suit the tastes
of Westerners, modified the ingredients, and founded Austrian
Red Bull GmbH in partnership with Chaleo Yoovidhya. Chaleo
Yoovidhya invented the Thai energy drink Krating Daeng; in Thai
daeng is red, and krating is the reddish brown bovine, gaur, an
animal slightly larger than the bison.
Red Bull is sold in a tall and slim blue-silver can. Krating Daeng
is sold in Thailand and in some parts of Asia in a wider gold can
with the name of Krating Daeng or Red Bull Classic. Both are
different products produced separately.
Their slogan is "Red Bull gives you wings" and the product is
marketed through advertising, tournament sponsorship (Red Bull
Air Race, Red Bull Crashed Ice), sports team ownerships (Red Bull Racing,
Scuderia Toro Rosso, EC Red Bull Salzburg, FC Red Bull Salzburg, Red Bull
New York, RB Leipzig), celebrity endorsements, and with its record label,
Red Bull Records, music. In 2009 it was discovered that Red Bull Cola
exported from Austria contained trace amounts of cocaine. Red Bull has
also been the target of criticism concerning the possible health risks
associated with the drink.

Labelling and Ingredients:

Cost:
1.40

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