Energy Drink Summery

Essay text:

All Other Non-Alcoholic Beverages by IRI-tracked Sales, 2006 (%) o Red Bull Remains #1 Energy Drink Marketer o Table 1-1 Top U.S. Energy Drink Marketers by IRI-tracked Sales, 2002-2006 (in million $) o New Brands Nip at Red Bull’s Lead o Table 1-2 Top U.S. Energy Drink Brands by IRI-tracked Sales, 2002-2006 (in million $) • Energy Drinks Market Forecast o Factors to Growth o Total Retail Value to Reach $9.3 Billion by 2011 o Figure 1-4 Projected Total U.S. Retail Market Value for Energy Drinks, 2006-2011 (in billion $) • Market Trends o Energy Not Necessarily Tied to Heavy Activity o Rising Competition Pushes Differentiation o Old-School Energy Boosters: Caffeine and Alcohol o Natural and Organic o Private Label May Energize o Nanotechnology and Microencapsulation o Core Company Values and Commitment Important o Energy Drink Introductions Hit Adrenaline Surge o Cost of Entry: Single Serve and Vitamins o Health Innovation: Antioxidants & Omega-3 Fatty Acids o Category Crossing Creates New Opportunities o Kaleidoscopic Flavors Spurred by Superfruits • Advertising and Retail o Consumer Advertising Expenditures o Red Bull Dominates in Advertising Spend o Evolving Media Consumption and Opportunities o Sport and Celebrity Branding o Lasting Ties to Music Industry o Bloom Reaches Out to Women o Diet Pepsi Shows Marketing Strength with MAX Launch o Grabbing Consumer Attention at Bottle o Retail Distribution Varied o Convenience Stores Growing in Importance o Specialty Outlets and Non-traditional o Start Small to Go Big o Nimble Enough for Special Relationships • The Consumer o Energy Drink Usage Penetration o Energy Drink User Demographic Characteristics o Energy Drink Consumption Lower for Women o Brand Usage Rates Suffer From Fragmentation Chapter 2 The Market • Scope • Methodology • Market Size and Growth o Total Market for Energy Drinks Reaches $5...