Competitive Research

Competitive research
Monster energy drink

Monster energy Tear into a can of the meanest energy supplement on the planet,
MONSTER energy. We went down to the lab and cooked up a double shot of our killer
energy brew. Its a wicked mega hit that delivers twice the buzz of a regular energy drink.
MONSTER packs a vicious punch but has a smooth flavour you can really pound down.https://www.monsterenergy.com/gb/en/products/
How monster came about:

Monster Energy is an energy drink introduced by Hansen Natural Corp. in April 2002. The
regular flavor comes in a black can with a green tear-shaped M logo. The company is also
known for supporting many extreme sports events such as BMX, Motocross, Speedway,
skateboarding and snowboarding, as well as eSports. In addition, Monster Energy
promotes a number of music bands around the world, like Asking Alexandria, The Word
Alive, Maximum the Hormone and Shinedown.
Monster Energy Drink Target Audience And Company Objectives 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. Monster energy drinks have become a very popular, hip part of
society, but the market at which they are aimed is not as wide and expansive, or diverse, as some might
think. Early in energy drink history, when they were first being sold in the United States, athletes were
the primary consumers. This shows that even initially energy drinks were directed at a select crowd, a
group of people with specific interests. Although the consumer base for energy drinks has now expanded
beyond that of simply athletes, the target market is still more particular than in other industries. When
thinking about the energy drink target market, it is important to consider who is most receptive to the
purported effects of the beverages. Although everyone is susceptible to the fatigue of the super-charged,
over-worked lifestyle, young people are especially vulnerable to persistent exhaustion and insufficient
energy. This group of people, more specifically male teenagers and people in their 20s, are also most
likely to believe in the veracity of the energy drinks claims. As a result, the majority of energy drinks are
developed for and advertised to this younger generation. In addition to focusing on a specific age group,
many energy drink companies are even more
exclusive in their marketing efforts, gearing their
products and advertising to appeal to very
specialized groups, such as gamers, extreme sports
enthusiasts, and the hip-hop crowd.
This brand of energy drink has become the 2 top
selling in the UK and contains a very high amount
of caffeine (160mg). in most of the countries that it
is sold in it is available of 500ml with a 160mg of
caffeine and with over 40 different varies of the
energy drink as well as different varieties according
to the different countries that it is sold in, it is also
available as a mega monster can which contains
700ml and comes with a resalable screw cap.
Ingredients and flavours: Ascorbic acid

Added color, Carbonated Water, Caffeine, Carbonated water, Citric acid, Cyanocobalamin, Glucose,
Glucuronolactone, Guarana Seed, Inositol, L-Carnitine, Maltodextrin, Niacinamide, Potassium sorbate,
Potassium, Panax Ginseng Root Extract, Pyridoxine Hydrochloride, Riboflavin, Sodium benzoate, Sodium
Chloride, Sodium Citrate, Sucralose, Sucrose & Taurine
Read more at Buzzle: http://www.buzzle.com/articles/monster-energy-drink-ingredients.html
GOOD POINTS
Very high in niacin

Very high in riboflavin
Very high in vitamin B6
Very high in vitamin B12
Very high in vitamin C
BAD POINTS
Very high in sugar
Cost: 1.39
http://www.caloriecount.com/calories-monster-beverage-energy-i97003
Rockstar Energy Drink
How Rockstar came about:

Founded in 1998 by Russell Weiner, the son of conservative talk show host Michael Savage, Rockstar
launched into the fastest-growing segment of the US beverage market at the time: energy drinks. In
addition to featuring different ingredients, which it claimed were "scientifically formulated to speed the
recovery time of those who lead active and exhausting lifestylesfrom athletes to rock stars,"Rockstar
sought to differentiate itself from the market leader, Red Bull, by using a 16 oz can size (against Red Bull's
8 oz can) and marketing itself as "twice the size of Red Bull for the same price!"
By 2007, Rockstar was one of the top three energy drink brands in North America, (having enjoyed a
155% growth in sales in 2004, reaching $48 million) and had sold over a billion cans. It had 14% of the US
energy drink market in 2008, and as of 2009 was available in over 20 countries, in addition to the United
States. Rockstar switched distributors from Coca-Cola to PepsiCo in the summer of 2009.
Drink flavour
Colour can/ star
Available can size (OZ)
Guava Punched
Purple /Yellow
16
Horchata
White and Green/Red and Black 15
Energy Cola (Canada Only)
Matte Black/Yellow
16
Juiced Guava
Purple/Gold
16
Zero Carb
Blue/Silver
16, 24
XDurance Performance Energy
White/Black
16
Super Sours Green Apple
Green/Black
16
Super Sours Bubbleberry
Blue/Black
16
Juiced Mango
Orange/Gold
16
Organic Island Fruit
Green&Yellow&White
16
Original
Black/Gold/Red
8.4, 16, 24
PerfectBerry
Pink/Black
8.4, 12
Punched
Charcoal/Red
16, 24
Pure Zero Punched
Red&Silver&Black
16
Pure Zero Silver Ice
Silver&Black
16
Recovery Grape
Purple/Black
8.4, 16, 24
Recovery Lemonade
Yellow/Yellow
8.4, 16, 24
Recovery Orange
Orange/Orange
8.4, 16, 24
Recovery Tea Lemonade
Starburst/Black
16
Sugar Free
White/Gold
8.4, 16, 24
30+ different energy beverage offerings world-wide. And here is a list of just some of them
Rockstar Energy Drink is a popular energy drink from the 3rd
largest energy drink brand, Rockstar Energy.
Ingredients and flavours: Rockstar Energy

Drink) Carbonated water, high fructose corn syrup,
dextrose, citric acid, taurine, natural and artificial flavors,
guarana seed extract, ascorbic acid, caramel color, sodium
benzoate (preservative), potassium sorbate (preservative),
caffeine, niacinamide, inositol, l-carnitine, milk thistle
extract, ginkgo biloba leaf extract, calcium pantothenate,
siberian ginseng root extract, cyanocobalamin, riboflavin,
pyridoxine hydrochloride. http://www.caffeineinformer.com/caffeine-content/rockstar
Redbull
How Redbull came about:
Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market
share, Red Bull is the highest-selling energy drink in the world, with 5.387 billion cans sold in 2013
Austrian entrepreneur Dietrich Mateschitz was inspired by an existing energy drink named Krating Daeng,
which was first invented and sold in Thailand. He took this idea, modified the ingredients to suit the
tastes of Westerners,] and, in partnership with Chaleo Yoovidhya, founded Red Bull GmbH in 1987 in
Chakkapong, Thailand. In Thai, daeng means red, and krating is the large bovine called "gaur". Red Bull is
sold in a tall and slim blue-silver can, while Krating Daeng is in a gold shorter can. The two are different
products, produced separately.
The Red Bull company slogan is "Red Bull gives you wings" and the product is marketed through
advertising, events (Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice), sports
team ownerships (RB Leipzig, FC Red Bull Salzburg, Red Bull Brazil, New York Red Bulls, Red Bull Racing,
Scuderia Toro Rosso), celebrity endorsements, and music, through its record label Red Bull Records
It is one of the very first energy drinks and is now distributed in more than 167+ countries worldwide.
It is the #1 selling energy drink with 50 billion cans sold each year.
Ingredients and flavours: Water, sucrose, glucose,

acidifier sodium citrates, carbon dioxide, taurine (0.4%),
glucuronolactone (0.24%), caffeine (0.03%), inositol, vitamins (niacin,
pantothenic acid, B6, B12), flavourings, and colours (caramel,
riboflavin).

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Competitive Research

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Competitive research

Monster energy drink

How monster came about:

Ingredients and flavours: Ascorbic acid

Very high in niacin

Very high in sugar

Rockstar Energy Drink

How Rockstar came about:

Colour can/ star

Available can size (OZ)

Ingredients and flavours: Rockstar Energy

Ingredients and flavours: Water, sucrose, glucose,

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