P6 Develop a Coherent Marketing Mix for a New Product or Service.

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P6: Marketing mix for new product.
Energy Drinks
An energy drink is a type of drink containing stimulant drugs, essentially caffeine, which is marketed as providing mental or physical stimulation. There are countless brands and varieties of energy drinks. They generally contain large amounts of caffeine and other stimulants. Many also contain sugar or other sweeteners, and amino acids and may or may not be carbonated. They are a subset of the larger group of energy products, which includes bars and gels. Energy shots are a specialized kind of energy drink. Whereas most energy drinks are sold in cans or bottles, energy shots are usually sold in smaller 50ml bottles. Energy shots can contain the same total amount of caffeine, vitamins or other functional ingredients as their larger versions, and may be considered concentrated forms of energy drinks. The marketing of energy shots generally focuses on their convenience and availability as a low-calorie "instant" energy drink that can be taken in one swallow, as opposed to energy drinks that encourage users to drink an entire can, which may contain 250 calories or more. Energy drinks such as Red Bull are often used as mixers with alcoholic beverages, producing mixed drinks such as Vodka Red Bull which are similar to but stronger than rum and coke with respect to the amount of caffeine that they contain. http://en.wikipedia.org/wiki/Energy_drink

Main brands

The main brands in the market right this moment is the Red Bull energy drink, Lucozade and the monster. The red bull is highly purchased by adults as Joris Verster and colleagues from Utrecht University concluded that Red Bull Energy Drink reduces driver sleepiness and enhances driving performance during prolonged highway driving so this energy drink helps the elders in many different ways. Whereas, the Lucozade energy drink is UK’s favourite sports drink catering for athletes’ needs during sport and training. In addition, the brand has been extended to...
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