Project Team Nathan Taft Ryan Taft

2 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

 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. 3

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 market research 2005 Charles Coolidge Parlin Marketing Research Award The “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 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. 4

5 SURVEY OVERVIEW (1 of 2)  An Addressable Minds Survey is a survey of key ideas for stadium advertising to prospects  Survey conducted on r 27, : ◦ Population Ages 14 and over of Males/Females across the US  The team created key marketing and advertising messaging with the intent to entice the survey taker to attend stadium events 5

6 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’ 6

There are three unique segments Different – Different Strategies Messaging for one group isn’t necessary going to appeal to the other…and could actually hurt 7 Party People 21% Flavor Lovers 22% Health Enthusiasts 59%

8 The Party People’s Priorities Our Extra Strength formula packs 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

9 The 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!

10 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

11 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 up with the full load of our energy blend Available in many natural flavors

12 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

13 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