The Energy Drink Industry Is A Growing Market With A Large...

1. Strengths: The energy drink industry is a growing market with a large consumer base with the ability to profit tremendously with a loyal customer base. Energy drinks have a marketing strategy that stresses the increase in human performance. The examination incorporates brands that are marked as either refreshments or dietary supplements which is easy to market to those who are physically active whether its exercising or engaging in sports. According to Mintel reports, the total retail sales of energy drinks increased 3.9% in 2013 followed by a 5% increase in 2014. Top energy drink companies will more than likely release new marketed products and increase prices to push the category trajectory upward as 2019 comes closer. Weaknesses: Product differentiation may be very hard to execute. Most energy drinks are composed of the same ingredients. Most energy drinks have between 70 and 200mg of caffeine. A can of Rock Star has 160mg of caffeine. According to the Innova Market Insights’ Database the five most common ingredients found in energy drinks are: Vitamin B12, Vitamin 6, Caffeine, Vitamin B3, and Taurine. To enter the energy drink industry your product would have to be marketed differently whether it’s a sports endorsement for example Chino MMG’s endorsement with Monster Energy. Coming from Baltimore City’s 12 O’clock Boys, Chino MMG is a symbolic representation of Monster Energy’s strategy to market to a different consumer base to acquire more popularity within urbanShow MoreRelatedMonster Energy Drink Target Audience and Company Objectives1190 Words   |  5 PagesConsumer Behavior Monster Energy Target Market Because the energy drink is still part of a new and developing industry, the energy drink target market is different than in some of the other beverage industries. 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