Energy Drinks Spring 2013

Anna Taylor & Rachel Visnovske

Overview Breakdown Strength of leading brands Private label Supplier in control

Audit Breakdown

Store Location SKUs Unique SKUs

Harps Wedington 61 0

EZ Mart Wedington 42 4

Exon Wedington 41 6

Walgreens School & MLK 20 0

Target N. Shiloh 51 4

Walmart MLK 36 0

Walmart Joyce 58 0

Red Bull Snapshot                   

Red Bull Reg (Carb Bev : SD-Carb) Pints Total Consumption BehaviorScape Framework

      LifeStyle

BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total

Start-Up FamiliesHHs with Young Children Only < 6 96 139 171 215 326 357 223

Small Scale FamiliesSmall HHs with Older Children 6+ 104 100 130 200 132 179 140

Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40 169 249 202 260 134 256 214

Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+ 59 148 113 104 75 223 126

Young TransitionalsAny size HHs, No Children, < 35 82 146 99 72 69 104 89

Independent Singles1 person HHs, No Children, 35-64 96 66 15 88 39 33 55

Senior Singles1 person HHs, No Children, 65+ 9 32 10 35 20 7 17

Established Couples2+ person HHs, No Children, 35-54 156 136 152 130 104 110 130

Empty Nest Couples2+ person HHs, No Children, 55-64 89 59 140 91 62 51 82

Senior Couples2+ person HHs, No Children, 65+ 19 12 26 55 46 13 26

Total 85 101 100 117 88 109 100

Monster Snapshot                   

Monster R (Carb Bev : SD-Carb) Pints Total Consumption BehaviorScape Framework      LifeStyle

BehaviorStage Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns Plain Rural Living Total

Start-Up FamiliesHHs with Young Children Only < 6 269 174 99 153 125 122 154Small Scale FamiliesSmall HHs with Older Children 6+ 140 107 166 141 339 115 169Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40 242 150 108 107 243 195 173Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+ 216 126 125 103 122 117 132Young TransitionalsAny size HHs, No Children, < 35 107 159 88 74 140 58 104Independent Singles1 person HHs, No Children, 35-64 105 23 50 73 47 33 55Senior Singles1 person HHs, No Children, 65+ 4 35 19 28 28 11 20Established Couples2+ person HHs, No Children, 35-54 226 277 99 86 163 85 154Empty Nest Couples2+ person HHs, No Children, 55-64 86 86 101 44 93 51 79Senior Couples2+ person HHs, No Children, 65+ 30 42 21 51 33 33 33

Total 132 115 84 84 119 72 100Source: Spectra BehaviorScape: Total Consumption/Spectra 2013 Mar (Spectra)/Homescan Product Library              

AMP SnapshotAmp R (Carb Bev : SD-Carb) Pints * Total Consumption BehaviorScape Framework

      LifeStyle

BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total

Start-Up FamiliesHHs with Young Children Only < 6 95 46 210 137 187 294 163

Small Scale FamiliesSmall HHs with Older Children 6+ 350 62 153 118 95 229 159

Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40 179 72 124 197 161 370 195

Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+ 168 173 143 57 139 200 152

Young TransitionalsAny size HHs, No Children, < 35 148 110 144 147 104 69 123

Independent Singles1 person HHs, No Children, 35-64 44 61 18 71 32 57 47

Senior Singles1 person HHs, No Children, 65+ 17 36 10 29 7 15 17

Established Couples2+ person HHs, No Children, 35-54 361 36 242 96 66 88 145

Empty Nest Couples2+ person HHs, No Children, 55-64 61 50 60 86 46 36 53

Senior Couples2+ person HHs, No Children, 65+ 39 12 15 46 84 16 32

Total 138 68 104 100 83 113 100

Source: Spectra BehaviorScape: Total Consumption/Spectra 2013 Mar (Spectra)/Homescan Product Library              

Starbucks Snapshot                   

Starbucks Coffee Doubleshot (Coffee : Liquid) Oz. Total Consumption BehaviorScape Framework      LifeStyle

BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total

Start-Up FamiliesHHs with Young Children Only < 6 209 75 359 188 101 256 193

Small Scale FamiliesSmall HHs with Older Children 6+ 115 73 190 108 168 112 128

Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40 243 74 269 243 93 239 192

Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+ 120 65 73 53 150 52 83

Young TransitionalsAny size HHs, No Children, < 35 123 106 165 97 85 85 106

Independent Singles1 person HHs, No Children, 35-64 78 189 44 50 134 115 102

Senior Singles1 person HHs, No Children, 65+ 37 57 8 15 49 26 33

Established Couples2+ person HHs, No Children, 35-54 54 98 122 118 58 59 84

Empty Nest Couples2+ person HHs, No Children, 55-64 313 70 54 48 85 81 99

Senior Couples2+ person HHs, No Children, 65+ 122 24 33 16 59 60 51

Total 131 80 111 91 95 97 100

Source: Spectra BehaviorScape: Total Consumption/Spectra 2013 Mar (Spectra)/Homescan Product Library              

Demographics

Demographics Cont.

AD HOC BaseITEM $ (000) DOLLAR SHARE ITEM BUYERS (000) ITEM PENETRATION % REPEAT BUYERS (% 2+ TIME BUYERS) LOYALTY (SHARE OF $ REQ.) % ITEM $ ON DEAL

WEST SOUTH CENTRAL 2,069,944.10 3.5 12,622.70 96.9 97.8 100 29.5WEST SOUTH CENTRAL 1,824.90 0.3 238 1.8 36.8 6.6 4.5WEST SOUTH CENTRAL 13,416.30 2 520.5 4 37.5 25.3 12WEST SOUTH CENTRAL 19,404.70 2.9 406.9 3.1 42 31.6 5.2WEST SOUTH CENTRAL NA NA NA NA NA NA NAWEST SOUTH CENTRAL NA NA NA NA NA NA NAWEST SOUTH CENTRAL 3,343.40 0.5 324.5 2.5 49.1 7.3 7WEST SOUTH CENTRAL 50,586.20 7.5 2,491.20 19.1 53.3 24 31.8WEST SOUTH CENTRAL NA NA NA NA NA NA NA

Differences across Brands Red Bull Monster AMP Starbucks Private Label

Archer Farms Yikes

Category Role – Cash Machine

Changes in Category Depth Category Growth Category Role

Growth

Facings

Use of Space

GM $

Stocking Rates

StoresBrand Harps EZ Mart Exon Walgreens Target Walmart (MLK) Walmart (Joyce) Total Stocking RatesMonster 17 7 4 7 10 14 17 76 0.035136385Starbucks 12 0 11 0 5 1 7 36 0.016643551Red Bull 15 11 8 9 21 9 13 86 0.039759593AMP 8 4 3 0 5 2 4 26 0.012020342Archer Farms 0 0 0 0 4 0 0 4 0.001849283Rockstar 7 7 4 2 6 8 15 49 0.022653722Full Throttle 2 2 2 0 0 1 1 8 0.003698567Nos 0 11 7 0 0 1 1 20 0.009246417Illy 0 0 2 0 0 0 0 2 0.000924642Mountain Dew 0 0 0 2 0 0 0 2 0.000924642Total 61 42 41 20 51 36 58 309

Private Label National Brand Dominance Private Label absence Limited availability Target & EZ Mart

Suggestions Private label