This website uses cookies to ensure you have the best experience. Learn more

Marketing Of Energy Drinks Product Mix, Packaging

3878 words - 16 pages

Table of contentsIntroduction 31 Naming and Packaging: marketing mix tools of the product 41.1 The products levels 41.2 Naming 51.2.1 The visual distinctiveness of a brand 51.2.2 Selecting the right name 61.3 Packaging 71.3.1 Definition 71.3.2 The functions of packaging 71.3.3 The importance of packaging 82 Packaging and Naming for the energy drink industry 92.1 Industry overview 92.1.1 Leading brands on the Australian market 102.1.2 Target market of the energy drinks 102.2 Packaging issues and trends on the energy beverage market 112.2.1 Capacity and materials 112.2.2 Graphics and scripts 132.3 Naming issues on the energy drinks market 15Conclusion.......................................................................................17Sources............................................................................................18IntroductionThe marketing mix (tool largely used by marketers) is composed of the tactics being developed by a company in the 4 P's areas: product, price, place and promotion, to assist them in pursuing their objectives. These variables have to be carefully managed by the organisation to meet the need of the defined target group.In this essay, we are going to focus on the "product" variable of the marketing mix.Phillip Kotler has defined the product as: "anything that can be offered to a market to satisfy a want or need" (Philip Kotler, Marketing Management, 2000).The product, but also its name and packaging, have a major impact on the brand positioning. They are fundamental tools in helping the company to induce trial and repeat purchase; they are also invaluable to achieve the desired awareness levels and to form positive attitudes among both customers and perspective customers.Highly profitable and attractive (giving the trend that consumers are increasingly looking for convenient drinks that boost their energy levels), the energy drinks market is highly competitive.A Mintel's research (Market Trends category analysis, June 2004, www.PreparedFoods.com), found little brand loyalty among consumers of energy drinks, and a willingness to try a new product if the brand of choice is not available. This suggest the possibility that consumer could be swayed by the appeal of an intriguing package for instance.In this context, we will try to analyse, with the help of the example of the energy drinks, the importance of the naming and packaging tactics employed by the brands to differentiate their offer from the competition (given that the generic attributes of the energy drinks, in terms of composition, are quite similar).1 Naming and Packaging: marketing mix tools of the product1.1 The products levelsPhilip Kotler, in "Principles of Marketing", suggested that a product should be viewed in three levels (a division between five products levels has also been identified by the author but in our case, we are going to keep the simpler scheme of three levels).(source : www.learnmarketing.net/product.htm, 14/09/2004)The core...

Find Another Essay On MARKETING OF ENERGY DRINKS - PRODUCT MIX, PACKAGING

The Danger of Energy Drinks Essay

2037 words - 8 pages production and selling of energy drinks are and will be the next largest soft drink product to come out since pop. What exactly are in an energy drink, besides sugar, what do those ingredients do to the human body after consumption? The most common ingredient that everyone knows is in energy drinks are caffeine. "Caffeine stimulates the central nervous system, giving the body a sense of alertness as well as dilates blood vessels. It raises heart

Negative Effects of Energy Drinks Essay

1905 words - 8 pages Stroll into any high school or college and one will definitely find energy drinks. Energy drinks are served in tall cans with garish designs and slogans designed to catch the attention of children and teenagers. But what are they? Commercials will tell people that just by drinking them, they can stay up all night, ace a test, score with a girl, and be happy. Some have even said to give you superpowers. According to the advertising campaigns

Consumption of Energy Drinks Make People Sick

1076 words - 5 pages drinks by adolescents. I think through fast sports, racing, sexy images of young women it attracts adolescents not only to the product but to the life style. Almost integrating the usage of energy drinks into the culture of living fast and hard, they run parallel with each other. I do not think that increasing exposure to these elements would increase sales in a recordable measure. I think that these products saturate the media market so vastly

Marketing Mix - 4Ps of Marketing Mix

1237 words - 5 pages Marketing mix can be describes as "the use and specification of the 4 Ps describing the strategic position of a product in the marketplace… A prominent person to take centre stage was E. Jerome McCarthy in 1960; he proposed a four-P classification which was popularized. (wikipedia.com)" The marketing mix approach to marketing is a model of creating and implementing market strategies. The marketing mix stresses the mixing of different

Elements of Marketing Mix

1464 words - 6 pages needs for the customer, or deliver the expectations created by other elements of the marketing mix. Service, benefits, branding, and packaging are some things that are taken into consideration with an organization's product (Perreault et al, 2004). The overall objective is to offer a product that will satisfy the wants and needs of people.Place"Place is concerned with all the decisions involved in getting the "right" product to the target market's

Marketing Mix of Sainsbury's

3714 words - 15 pages given away over ?8 million worth of free school equipment. This year, the scheme is running from 30 January to 24 April 2002.A.4 PlaceDistribution is about one of the 4"ps?of the marketing mix ?place. A business must get the product to the right place, at the right time. As we already know, the mission of Sainsbury's is to be the customer's first choice for food shopping by providing high-quality products, value for money, excellent service and

Marketing mix of haier group

2089 words - 8 pages product, pricing, communication, and distribution. After reading this article, reader will understand that what kind role every aspect in marketing mix will exert and how marketing mix will influence customers' behaviour and what kind combination of marketing mix will be more effective. All answers of these questions are useful and helpful for the companies who want to successfully enter into other countries' market.1 Haier's global marketing

Marketing Mix of Air Asia

2100 words - 8 pages 33-35 Bangunan Systematic,Jln Hang Lekiu, 50100 KL SEGi College Kuala Lumpur (SCKL) Principle of MarketingExecutive SummaryThere are 4 marketing mix for Air Asia such as product, price, place and promotion. Air Asia should improve their service to satisfy their customer.Assignment Allocation of Marks No. Description of criteria adopted that will be used for the assessment of the assignment Weightings Marks Allotted by Lecturer 1

Marketing Mix Of Pepsi-Cola

1264 words - 5 pages Marketing Mix Of Pepsi-Cola Today¡¦s PepsiCo, Inc. was found in 1965 through the merger of Pepsi Co and Frito-Lay, the world¡¦s largest manufacturer and distributor of snack chips. In 1998, it acquired Tropicana, the world¡¦s largest marketer and producer of branded juices. In addition to the main body of 3 companies, the Pepsi-Cola Incorporation also owns four well-known fast food restaurants in the world

The impact of Marketing Mix

774 words - 3 pages price for McValue which is worthy to the quality of the food. Indirectly, it is a kind of advertisement which may attract new customers. In short, price and promotion are the important determinants that create loyal customer.In a nutshell, product performance; features; after sales services; price and promotion play more important role in creating customer satisfaction than good customer relationship marketing.

Marketing Plan Of A Product

556 words - 3 pages Marketing Plan of a ProductWhen you're marketing a product, putting together a written marketing plan can help you create a guide to follow and achieve the sales goals of the product. A marketing manager or business owner tends to be responsible for putting the marketing plan together, but if you have employees such as a finance manager or operations manager, their input can be a valuable component to putting together a comprehensive marketing

Similar Essays

Marketing Mix: Product Essay

1074 words - 4 pages research; I believe this research technique will be more valuable in assessing the relationships between product purchase and other variables. I rounded out this assignment with an overview of an observational research method used by Nielsen Media Research. I believe each technique discussed here have advantages and disadvantages. However, any company engaged in marketing research must first determine the information it is looking for before it

Marketing Mix: Product And Place Essay

760 words - 3 pages Unit 3 Marketing Mix: Product and PlaceKathryn P. BecerraMarketing Mix: Product and PlaceMKT 255Fundamentals of MarketingUnit 3 Individual Project25, October, 2008AbstractConsumer loyalty is the action of returning customers or the behavior of repeat customers. Returning customers are happy customers, this helps the company to progress and grow. Word of mouth is a form of publicity for the company, by telling friends and family, it helps create

For A Product Of Your Choice Discuss Why It Is Important For Marketers To 'balance' The Marketing Mix

979 words - 4 pages The marketing mix is "the set of controllable tactical marketing told - product, price, place and promotion - that the firm blends to produce the response it wants from the target market." - Kotler. This means that the marketing mix is made up of the 4P's mentioned above, these are used together to develop a positive response from its target market. In recent years 7P's have been used, in order for the company to become more competitive, these

This Part Is About The 4 P's Or Marketing Mix Of A "Made Up Product" For The Dutch Market. A Facial Massage Device For Men

2638 words - 11 pages our position in the market is rather weak. We are a so-called starting company and the only protection in terms of competition is our trade name. Therefore, if big firms realise that there is a market for similar products, like ours, we expect them to come up with those products in a very near future because they are in possession of similar technology. We also have to take into consideration that they can even improve the brush, their marketing