1. By Jose Garcia, Jesse Patterson, Art Falcon

2. Industry Information & Competitors ● Energy drink industry is projected to grow from a $12.5 billion industry in 2012 to a $21 billion industry by 2017 (Food Product Design, 2013) ● Sports drink industry is growing at a constant pace; the industry grew 6.7 percent in the year ending April 15, 2012 (Beverage Industry, 2012) ● “The number of consumers who report drinking one or two sports drinks in the last 30 days increased 7.1% between 2007 and 2012” (Berry, 2013)

3. SWOT Analysis Strengths ●Potential ●Market Leader Weaknesses ● Inexperience ● Funds Opportunity ●2 in 1 Drink Threats ●Competitors ●Replicated

4. Psychographics ● Fitness conscious lifestyle- People who exercise can have much to gain from drinking this product to quench their thirst and energize them. ● Busy lifestyle- People who are busy may find a sports/energy drink more appealing than just a regular energy drink

5. Concept ● Power-Up - a drink that will give you a boost, like coffee or an energy drink, and is also as electrolyte-infused as a sports drink.

6. Mission Statement ●To provide a quenching energy refreshment.

7. Market Needs ● We chose to come up with a drink that will give you a boost, like coffee or an energy drink, and is also electrolyte infused like a sports drink ● This will benefit those who are looking for a boost of energy and the hydration of a sports drink with electrolytes.

8. Keys to Success ●Public recognition ●Promotion through various forms of media ●Targeting the physically active ●Televised sports events

9. Marketing Communications Advertising ● social media Sales Promotion ● 2 for 1 deal Public Relations ●Community Direct Marketing ●targets

10. Pricing ● Power-Up= $2.49 for a 16 ounce ● Gatorade= $2.19 for a 32 ounce ● Red Bull= $3.79 for a 16 ounce

11. Distribution

12. Financials Datamonitor. 2008a. ●Market share breakdown: Sports drink and Energy drinks Combines to be 90%

13. Break-even Analysis

14. Gatorade ●Electrolytes ●Know the consumer ●Convenience Gatorade | Sweat It To Get It: Slap ft. Cam Newton. (n.d.)

15. Red Bull ● Competitions ingredients ● Importance of transparency What's Inside: Red Bull Energy Drinks-WIRED. (n.d.)

16. References 2012 State of the Industry: Sports Drinks. (2012, July 18). Beverage Industry. Retrieved October 17, 2014, from http://www.bevindustry.com/articles/85656-2012-state-of-the-industry-- sports-drinkshttp://www.bevindustry.com/articles/85656-2012-state-of-the-industry-- sports-drinks Berry, D. (2013, August 27). Sports drink evolution. Retrieved from http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2013/08/Sports_drink_evolution.aspx?ID=%7B6AA703FC-F917-444F-9581-C48A48C2E3DD%7D&cck=1 http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2013/08/Sports_drink_evolution.aspx?ID=%7B6AA703FC-F917-444F-9581-C48A48C2E3DD%7D&cck=1 Bhasin, K. (2012, February 6). The Marketing Strategy This Energy Drink Used To Take On Red Bull And Become A Billion Dollar Brand. Retrieved December 4, 2014, from http://www.businessinsider.com/the-marketing-strategy-this-energy-drink-used-to-take-on-red-bull-and-become-a-billion-dollar-brand-2012-2 http://www.businessinsider.com/the-marketing-strategy-this-energy-drink-used-to-take-on-red-bull-and-become-a-billion-dollar-brand-2012-2 Datamonitor. 2008a. Functional drinks in the United States. Available from: http://www.datamonitor.com. Retrieved December 5, 2014. http://www.datamonitor.com Energy Drink. (2014) Red Bull energy drinks. Retrieved October 14, 2014, from http://energydrink-us.redbull.com/http://energydrink-us.redbull.com/ Energy Drink Sales Will Skyrocket to $21 Billion by 2017. (2013, February 4). Food Product Design. Retrieved October 15, 2014, from http://www.foodproductdesign.com/news/2013/02/energy-drink-sales-will-skyrocket-to-21-billion-b.aspx http://www.foodproductdesign.com/news/2013/02/energy-drink-sales-will-skyrocket-to-21-billion-b.aspx Gatorade 02 Perform. (2013, January 1). Retrieved December 6, 2014, from https://www.sportshealth.com/gatorade-02-performhttps://www.sportshealth.com/gatorade-02-perform Gatorade | Sweat It To Get It: Slap ft. Cam Newton. (n.d.). Retrieved December 15, 2014, from https://www.youtube.com/watch?v=vIZ7tP7C1FU Lukovitz, K. (2013, July 13). Report: Sports Drinks' Growth To Slow Somewhat. Retrieved December 3, 2014, from http://www.mediapost.com/publications/article/205453/report- sports-drinks-growth-to-slow-somewhat.htmlhttp://www.mediapost.com/publications/article/205453/report- sports-drinks-growth-to-slow-somewhat.html Redbull. (n.d.). Retrieved December 6, 2014, from http://flybyknight.co.in/wp/shop/beverages/redbullhttp://flybyknight.co.in/wp/shop/beverages/redbull Packaged Facts.(2014). Energy drinks and shots: U.S. market trends. Retrieved October 18, 2014 from http://www.packagedfacts.com/Energy-Drinks-Shots-7124908http://www.packagedfacts.com/Energy-Drinks-Shots-7124908 What's Inside: Red Bull Energy Drinks-WIRED. (n.d.). Retrieved December 15, 2014, from https://www.youtube.com/watch?v=hIMR5HFs21U