market research on red bull india
MARKET RESEARCH:
A Market Survey For Energy Drinks in India.
PRESENTED BY:
Shaheen Bhatt
MAMM 1
A2000413004
31st March, 2014
TABLE OF CONTENTS
CONTENTS
PAGE NO.
Literature Review:
Energy Beverages- Content and Safety
3
Global Energy Drinks Industry
5
India and Energy Drinks
9
Burst of Energy Drinks in India
13
References
16
Introduction to Research
17
Research Design
17
Statement of the Problem
18
Objective of the Study
18
Methodology
18
Limitations
20
Survey Analysis
21
Conclusion
26
LITERATURE REVIEW
Energy Beverages: Content and Safety
Red Bull was introduced in Austria in 1987 and in the United States in 1997. Since then, the energy beverage(EB) market has grown exponentially.1 Hundreds of different brands are now marketed, with caffeine content ranging from a modest 50mg to an alarming 505 mg per can or bottle.
In the United States, Red Bull enjoyed a 65% share of the $650-million energy/power drink market in 2005, and its sales are growing at about 35% per year. The United States is the world’s largest consumer of EBs by volume, roughly 290 million gallons in 2007 or 3.8 qt per person per year.
Consumption of EBs is most common among those aged 11 to 35 years, and 24% to 57% of this age group reported that they drank an EB within the past few months.
Regulation of EBs, including content labeling and health warnings, differs across countries, with some of the laxest requirements existing in the United States.2 For instance, no EBs are banned in the United States, and EB companies can say whatever they want regarding energy and performance effects. This is in stark contrast to countries in which some EBs have been banned, and companies are not allowed to outline the performance effects that their products may or may not provide. This absence of oversight has resulted in aggressive marketing of EBs, targeted primarily toward young men and openly
A Market Survey For Energy Drinks in India.
PRESENTED BY:
Shaheen Bhatt
MAMM 1
A2000413004
31st March, 2014
TABLE OF CONTENTS
CONTENTS
PAGE NO.
Literature Review:
Energy Beverages- Content and Safety
3
Global Energy Drinks Industry
5
India and Energy Drinks
9
Burst of Energy Drinks in India
13
References
16
Introduction to Research
17
Research Design
17
Statement of the Problem
18
Objective of the Study
18
Methodology
18
Limitations
20
Survey Analysis
21
Conclusion
26
LITERATURE REVIEW
Energy Beverages: Content and Safety
Red Bull was introduced in Austria in 1987 and in the United States in 1997. Since then, the energy beverage(EB) market has grown exponentially.1 Hundreds of different brands are now marketed, with caffeine content ranging from a modest 50mg to an alarming 505 mg per can or bottle.
In the United States, Red Bull enjoyed a 65% share of the $650-million energy/power drink market in 2005, and its sales are growing at about 35% per year. The United States is the world’s largest consumer of EBs by volume, roughly 290 million gallons in 2007 or 3.8 qt per person per year.
Consumption of EBs is most common among those aged 11 to 35 years, and 24% to 57% of this age group reported that they drank an EB within the past few months.
Regulation of EBs, including content labeling and health warnings, differs across countries, with some of the laxest requirements existing in the United States.2 For instance, no EBs are banned in the United States, and EB companies can say whatever they want regarding energy and performance effects. This is in stark contrast to countries in which some EBs have been banned, and companies are not allowed to outline the performance effects that their products may or may not provide. This absence of oversight has resulted in aggressive marketing of EBs, targeted primarily toward young men and openly