Sales Promotion Energy Drink Study
Sales Promotion and Management 4MMC7A8
Assignment: Sales Promotion Portfolio
– Energy Drink Industry
Module Leader: Richard West
Student Name: Wei-Ting Chen (Kevin) Student ID: 13553522
Deadline of the resit: 09 July 2012
Content 1. Introduction3
2. Methodology3
3. Analysis4 3.1 Comparison of the different promotions4 3.2 Promotional Marketing Overview of Energy Drink5 4. Selected Promotion7 4.1 Promotion No.17 4.2 Promotion No.28 4.3 Relevant events and PR activities9
5. Budget and ROI11
6. Conclusion12
Bibliography13
1. Introduction:
It is widely believed that energy drinks have been an integral part of beverage in UK market. Consumers can commonly buy energy drinks in a number of places such as supermarkets, grocery stores, corner shops or even convenient shop in petrol stations over UK. A report from Independent indicates that the growth of market for energy and sports drinks has increased b nearly 20 per cent from 2009 and it is anticipated to reach £1.1 billion market value per year and there has been 209 new energy drinks launched in the past five years in the UK. Mintel also reports that the industry could be worth nearly £2 billion by 2016. Energy drinks are functional, non-alcoholic, often lightly carbonated beverages, designed to give the consumer a burst of energy by the addition of a number of energy enhancing ingredients, most notably caffeine. Popular brands of energy drinks such as Lucozade Energy and Red Bull deliver a dose of caffeine equivalent to a cup of coffee, while their more potent competitors Relentless and Monster – marketed to extreme sports fanatics – can contain twice that amount, around 160mg per can (Independent, 2011). Nowadays there around 73 per cent of 16- to 24-year-olds young people drink them regularly and most say they simply like the taste, market analysts Mintel said. Moreover, two-thirds of those aged 16 to 24
Assignment: Sales Promotion Portfolio
– Energy Drink Industry
Module Leader: Richard West
Student Name: Wei-Ting Chen (Kevin) Student ID: 13553522
Deadline of the resit: 09 July 2012
Content 1. Introduction3
2. Methodology3
3. Analysis4 3.1 Comparison of the different promotions4 3.2 Promotional Marketing Overview of Energy Drink5 4. Selected Promotion7 4.1 Promotion No.17 4.2 Promotion No.28 4.3 Relevant events and PR activities9
5. Budget and ROI11
6. Conclusion12
Bibliography13
1. Introduction:
It is widely believed that energy drinks have been an integral part of beverage in UK market. Consumers can commonly buy energy drinks in a number of places such as supermarkets, grocery stores, corner shops or even convenient shop in petrol stations over UK. A report from Independent indicates that the growth of market for energy and sports drinks has increased b nearly 20 per cent from 2009 and it is anticipated to reach £1.1 billion market value per year and there has been 209 new energy drinks launched in the past five years in the UK. Mintel also reports that the industry could be worth nearly £2 billion by 2016. Energy drinks are functional, non-alcoholic, often lightly carbonated beverages, designed to give the consumer a burst of energy by the addition of a number of energy enhancing ingredients, most notably caffeine. Popular brands of energy drinks such as Lucozade Energy and Red Bull deliver a dose of caffeine equivalent to a cup of coffee, while their more potent competitors Relentless and Monster – marketed to extreme sports fanatics – can contain twice that amount, around 160mg per can (Independent, 2011). Nowadays there around 73 per cent of 16- to 24-year-olds young people drink them regularly and most say they simply like the taste, market analysts Mintel said. Moreover, two-thirds of those aged 16 to 24
Bibliography: -Ebiquity opinion (2011) UK Sector Snapshot: Sports & Energy Drinks [Online]. Available from: http://ebiquityopinion.com/2011/07/uk-sector-snapshot-sports-energy-drinks/ [Accessed: 24 March 2012] -Mullin, R. (2010) Sales Promotion – How to create, implement & integrate campaigns that really work – 5th Edition. London: Kogan Page Limited -Mintel (2011) Sports and Energy Drinks - UK - September 2011 [Online] - MarketingWeek (2012) Value-added promotions will come to fore in 2012 [Online]. Available from: http://www.marketingweek.co.uk/value-added-promotions-will-come-to-fore-in-2012/3033391.article [Accessed: 26 March 2012] http://www.mobilemarketer.com/cms/news/database-crm/12968.html [Accessed: 01 July 2012] -The Independent (2011) Energy drinks: simply fuel – or a flavour sensation? [Online] http://www.talkingretail.com/products/product-news/lucozade-energy-team-with-uks-festivals-for-on-pack-promotion [Accessed: 24 March 2012] -Thedrum (2012) Lucozade Energy launches festivals campaign [Online]