FINAL REPORT – AUGUST 2011

ENERGY DRINKSProject TeamProject Team

Nathan TaftRyan Taft

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Our issue

• Energy Drinks are very popular beverages

• Our issue is the amount they are consumed by Teenagers and young adults and the negative effects of these drinks

• We use The Addressable Minds program to figure out who is drinking energy drinks and the reasons they do

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• Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues accurately defining consumer attitudes and preferences both stated and unstated.

• It has been described by Malcolm Gladwell and others as discovering the “DNA of the Consumers Mind”.

• This patented science created by Dr. Howard Moskowitz, author of “Selling Blue Elephants” (Wharton Press) and the Wharton Business School has achieved critical acclaim and financial success across:

– product design and development, – consumer messaging,– more effective consumer engagement physically and digitally.

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Dr. Howard Moskowitz.Addressable Minds Inventor, honored by the scientific community,...

• Is the Chairman of iNovum, a graduate of Queens College and holds a Ph.D. in Experimental Psychology from Harvard

University.

• Won two of the most prestigious awards in marketresearch

• 2005 Charles Coolidge Parlin Marketing Research AwardThe “Nobel Prize” of Market Research, received only

by the pioneers of market research. Recipients include Arthur Nielsen, George Gallup,

Michael Porter, David Ogilvy and Philip Kotler.

• 2010 Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research Society, international Awarded for Mind Genomics: The science underlying the technology used in this Math 110 course.

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SURVEY OVERVIEW

• 103 Individuals responded

• Assess two major aspects of messages– Does it convince a prospect to drink Energy Drinks?– How does it make the prospect feel?

• Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’

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There are three unique segments Different – Different Strategies

Messaging for one group isn’t necessary going toappeal to the other…and could actually hurt

Party People21%

Flavor Lovers22%

Health Enthusiasts59%

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The Party People’s Priorities

•Our Extra Strength formulapacks our biggest punch

•It's for long nights of gaming and partying

•It’s the energy shot for extra busy people who need abig boost of extra energy

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The Party People’s TurnoffsThe Party People’s Turnoffs

•The key ingredients are also available in everyday foods like broccoli, avocados, bananas, and apples

•It’s packed with B-vitamins and amino acids

•You wanted a zero calorie, zero sugar energy drink with a new sweetener system... we got it!

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Health Enthusiasts

•Ingredients are also available in everyday foods like broccoli, avocados, bananas, and apples

•You wanted a zero calorie, zero sugar energy drink... we got it!

•Boosts your body's own natural energy levels

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Flavor Lovers

•Try our unique flavor with potent energy formula mixed with a combo of tropical juices

•Combo of natural juices mixed with our original flavor and powered upwith the full load of our energy blend

•Available in many natural flavors

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The Energy Drink Segmentation Wizard– Online example

The Segmentation Wizard is a short survey with the questions derived from the full survey to identify

segment membership

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Conclusions• Flavor, effectiveness and health are three major issues for

teenagers

• Peer pressure and endorsements have an effect but not as large as we thought

• Bottle design and colors was very important

• Teenagers use energy drinks for partying and staying up late rather than to do work

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