The advertisement on the skinny boost energy drink was designed purposely to attract the women who are interested in losing weight to buying it so that they can achieve their goal of being slim.
Skinny Boost.
The company chose to use the picture of the woman who has is slim with a flat belly, measuring the size of her waist to show how the energy drink helps women cut down weight faster. They also have in the advertisement indicated how it helps in burning fat, controlling hunger, low glycemic, and also patented and balanced energy. The picture of the woman was printed large so that it can attract the people to get interested in reading its contents. The figure of the woman is just good enough to make someone stop and stare at it!
The producers of this product have used quite a convincing language as their persuasive strategy; they have indicated all its benefits clearly that most people who are interested in losing weight want to have. Women usually are known to have cravings for food more than men, and due to these, they take snacks during the day, and this could be the reason they gain weight faster. So with its ability to control hunger, meaning it will also reduce the need to snack often (Coberley 2014, p. 25)
Personally, I could be interested in this product because it will help me burn fat. I hate the fact that I have a lot of fat in my body, and the ability it has for helping me get rid of it could make me buy it. Apart from knowing that I love eating a lot because I get hungry so fast and since it will help in reducing the hunger, and then it could greatly help me to reduce the amount of food that I get in a day. Many intellectuals know that dieting is not the right way to lose weight, so having a product that will be effective without having to avoid eating some other foods will make the people want to try it.
Natural methods of weight loss usually recommend the people to use some food and to stop eating others that are believed to accelerate weight gain, the time for eating is generally fixed so that one who has to strive to eat within the right time, for example, nutritionists usually recommend people to eat early enough, usually three hours before they go to bed, for a career woman with a busy schedule, this could be hard to practice. (Smith 2011)
In modern society, many girls and women could want to achieve a body shape that is of a model, who is usually thin, and their shape is similar to that of the woman in the advertisement. They usually associate body thinness with beauty, and thus women who are thin have high self-esteem as compared to the ones with pot bellies. Apart from that, society considers the fat people to look older than they are, and women could not want to be told that they are old. The society could also associate fatness with obesity. Thus this product could highly be bought since it fulfills their needs. Most men also prefer women who have flat bellies and also thin.
There are cases of women who have been rejected by their spouses because they have gained extra pounds of weight. Some are still single because their ideal men usually dont look their way because they are fat, or they do not have the perfect figure that they need (Sharma, Wharton, Forhan & Kuk 2011).
The target audience of the advertisement is mainly the youthful women; the company used the portrait of a woman to identify its audience. Most women are also usually eager to try new things, especially the ones that they are interested in. They could try anything just to ensure they cut down on their weight. They get concerned even when they put on some few pounds of weight, and they mostly hate having pot bellies.
That is why such an advert of a woman with a flat stomach would draw the attention of the people so that they could use the product to have a flat stomach just like her. Such a product could be consumed significantly so that they cannot gain weight now that it is indicated that it can help in burning fats from the body. The assumptions that the producers of this product have made about the users of the product is that; they are all interested in having a model like figure like that of the woman in their advert, they all could like to burn down their fat and that they could try to use more of it to achieve quicker result that is why they have issued a warning about it. The advertisement is attracting and appealing, and it can help sell this product very well, now that has the power to attract the attention of its audience well (Goulding 2009).
References
Coberley, C. (2014). Initial Evaluation of a Scalable Lifestyle Program for Sustained Weight Loss. Journal Of Obesity & Weight Loss Therapy, s4(01). Web.
Sharma, S., Wharton, S., Forhan, M., & Kuk, J. (2011). Influence of weight discrimination on weight loss goals and self-selected weight loss interventions. Clinical Obesity, 1(4-6), 153-160. Web.
Smith, I. (2011). Eat: The effortless weight loss solution. New York: St. Martins Press.
Zinczenko, D., & Goulding, M. (2009). Eat this, not that, supermarket survival guide: The no-diet weight loss solution. Emmaus, Pa: Rodale.
Country risk and strategic planning involve measures to be taken to ensure that a business venture is successful and all probable risks have been managed and kept at bay. In this case that is given; the country under scrutiny is India whereby the marketers want to market their products in the country. The product to be marketed is an AMP energy drink.
Competition
Taking an overall look at the market, Pepsi has already ventured into the market and set up over 36 bottling plants in the country. This is the first risk in the market as it means that they already have a stronghold and an upper hand in the market. AMP energy drink marketers can still enter the market and be successful. Research is the backbone of every business venture (Kotler and Armstrong, 2009). For AMP to be successful, they will have to research their rival, how their product is being consumed across the country, and why the people prefer it as opposed to other drinks. Conducting a market survey and research will enable AMP to know what strategies to use for example in marketing the products, pricing, etc. in this case therefore, the ideal pricing strategy to use would be competitive pricing whereby they will set their prices a little bit lower than those for Pepsi.
Secondly, a cost differentiation strategy would be an ideal marketing strategy whereby, since AMP already has a defined market-the soft drink market, then they should strive to give the best and most skilled services to their customers based on uniqueness and professionalism.
Exchange rates
As for the problem with exchange rates, the good news is that risks involving taxes are minimal, but the bad news is that all companies especially foreign investors should know how to convert the currencies used in India, as this will help them ascertain if they are making profits or not. This will be achieved through carrying out a thorough study on Indias economic status and the performance of the rupee in the world market (Fletcher and Crawford, 2011).
Physical Challenges
From the survey, India does not have a very established infrastructural development. This has been a challenge even to Pepsi in marketing and distribution of their products, and AMP soft drink should look at it from the line of being an advantage to them. The reason is that Pepsi has not fully exhausted the potential and actual market since some areas are generally inaccessible. For this reason, the best strategy to be used by AMP soft drink marketers would be to set up fully self-sufficient bottling plants in inaccessible places as this will ensure that even with the places inaccessibility, the markets in these places are being served.
This is also a good marketing strategy other than just a distribution strategy because when people see e bottling plant (where products will of course be cheaper), they will be obliged to buy the products from AMP. India is a country that is very loyal and they will want to buy products that they believe are produced by themselves, since most of the staff members will be hired from the immediate community. Hiring staff from their community will also improve the regions economic status and for this reason, it will be easier to gain favor from the community, as we give back. In marketing, this is referred to and viewed as a win-win situation (Hill, 2009).
Conclusion
Due to the development and urbanization of almost all the regions in India where everyone especially the youth is trying to copy the Western lifestyle, it will be easier to market our soft drink there as the market will be accommodative of us (Douglas and Craig, 1995).
References
Douglas, S. & Craig, S. (1995). Global Marketing Strategy, New York: McGraw-Hill Inc. Print.
Fletcher, R. & Crawford, H. (2011). International Marketing, 5th Ed, Frenchs Forest: Persons Australia. Print.
Hill, C. W. (2009). International business. Competing in the global marketplace. 7th ed. Boston, MA: McGraw-Hill. Print.
Kotler, P. and Armstrong, G. (2009). Principles of Marketing. 13th Edition. New Jersey: Prentice Hall. Print.
The main purpose of the proposal research is to conduct the influence of energy drinks based on caffeine on people’s psychological condition, paying significant attention to the arouse of aggression in their behavior. We put forward a hypothesis that energy drinks influence negatively on people’s psychological condition and promote the aggressive behavior in general. The research is conducted via an experiment with 20 participants who are divided into two groups 10 people each. The observation will last for two weeks. The results will be analyzed and compared via basic and chain methods.
It is universally accepted that energy drinks stimulate people for further actions, they “shake” people’s organism and get second wind. It is not a secret that different energy drinks influence people’s organism by means of caffeine. The consumption of energy drinks became popular for about 10 years ago. Such words as guarana, gotu kola, yohimbine, and ginseng are not strange for people, especially adolescence, whose life is so eventful and exciting. To be able to complete all business in time and leave energy and desire for fun for parties, students try to stimulate their organism with the help of different energy drinks. These energy drinks may be of two natures, herbal or on the basis of caffeine. The ingredients do not play essential role as the influence on the organism is the same.
One of the main reasons of the drinks popularity in the world is that they stimulate people’s organism, giving additional energy for enduring additional physical or mental activities. Moreover, the consumption of energy drinks adds to the concentration on the lessons that is extremely important for most students. Although, the observation conducted by Everly and Brown (2008) shows that those who consumed energy products for some period of time began to feel different inconveniences, such as stomach problems, hyperactivity that led to difficulties in sleeping, and anxiety. Constant headaches are the supporters of those who used to consume energy drinks. All these symptoms are the first steps to aggression that was observed in most cases. People who do not have enough sleep and have to live with constant headaches and stomach problems are sure to become more aggressive. Thus, energy drinks that contain caffeine and other stimuli components influence people’s health condition in general and affect their psychological condition that pours out via aggression.
Still, there is the other opinion on this problem. The research conducted by Cherek, Tcheremissine, and Lane (2006) show that caffeine being component of the most energy drinks decreases aggression manifestation in people’s behavior. The research was conducted in laboratory conditions. The main importance of this research before the previous one is that previous research was based on the observation, and this research was conducted in the controlled laboratory with all necessary equipment to follow the results. The aggression in most cases is explained by hyperactivity and emotional and physical stress that is the main consequence of the energy drinks. Nevertheless, there is one more research that was conducted with the purpose to explain the influence of energy drinks with caffeine on people’s organism. The research showed that there is a category of people whose reaction to caffeine in different kinds of drinks is absolutely different. These people sleep perfectly and even longer after having consumed a drink based on caffeine (Weinberg & Bealer, 2001).
Thus, we have come to the conclusion that there is no relevant information whether energy drinks that contain caffeine arouse aggression or not. The widespread use of energy drinks with caffeine demands a deep research conduction of the question as people’s psychological health is in danger. Moreover, people should know the influence of the drinks they consume on their organism. This proposed study will focus on measuring the influence of energy drinks based on caffeine on people’s behavior with the specific notice of aggression manifestation. The experiment will be conducted in two groups, the first group will consume energy drinks every day, while the other one will not receive them. The main purpose of the experiment is to prove that energy drinks based on caffeine influence people’s general condition negatively and that one of the most undesirable effects energy drinks produce is the aggressive condition it creates.
Method
The proposed study will be directed to the observation of people’s reaction on energy drinks’ consumption and the analysis of the received results.
Participants
We will take 20 participants that will be selected randomly. The age of the participants is from 18 till 35 from considerations of the fact that this age group is the most active in the reference to the life activities they should deal with. This age group is considered to consume more energy products based on caffeine due to their activity and desire to be always in time and be able to cope with the whole amount of work. The participants will be allocated evenly with the age and general health condition of participants in mind.
Procedure
The proposed study will test the hypothesis based on the experimental strategy. The group of people will be divided into two groups, 10 participants in each. The groups will be formed according to age criterion, the groups will have similar average age signs. The main condition of the experiment is that participants will remain in their usual habitat. This decision is made for the reason of not to change the environment and not to create additional reasons for stressing situation. It is significant to leave the whole environment familiar for participants and not to change it, as it may lead to the influence of other factors on the experiment results.
Turning to the very procedure, the experiment will last for two weeks. Within those weeks participants of the experiment will be allowed living their usual lives with changing neither activities nor behavior. Before the beginning of the experiment conduction, the general physical and mental condition of all participants will be checked via body examination, medical patients’ history review, and different test which aim is to show the mental condition of the participants. One of these two groups will be given an energy drink based on caffeine one time a day. Another group will not receive the drink. The participants of the experiment will be subjected to medical examination twice a day, both physical and mental. While physical examination, participants’ general condition will be checked, body temperature and blood pressure. The doctors will note all complaints, if any. While mental examination, participants will have to answer specialists’ questions and come through several simple tests that show general psychological condition of the experiment participants.
The results received before the beginning of the experiment will be considered as basic. The results of the further participant’s medical examination will be noted in the special form. Such forms will be created for each participant in particular and on the whole group in general. The general results will be summarized every day and the general condition of each group will be noted as well.
Thus, the participants will lead their common life with the only exception that they will have to come for examination twice a day, and one group will be offered energy drinks every day. The experiment is connected with people’s health and it is valued most of all. It is significant to remember that if any of the participants notices radical changes in the organism and wants to refuse the further participation in the experiment, he or she will be able to leave, but one more person from the other group will have to go away not to upset the balance.
Measures
Participants’ characteristics: Participants will be asked about their general mode of life, the presence of irritant and factors that can influence the results of the experiment to a considerable extent. The participants will be examined twice a day, in the morning and in the evening. Physical and mental condition will be checked. All the results will be noted every day, temperature, blood pressure, different patients’ complaints, if any, and the description of the psychological condition as well as changes.
Energy drinks characteristics: The energy drink 10 participants will have to consume will be based on the caffeine, the main nervous stimulator. The energy drink will be of the same producer and based on the same components. It is not predicted to vary the taste and the ingredients of the energy drink as it may influence the results of the experiment.
Plans for analysis
The data collected in the research will be considered and analyzed via the comparison method in two different ways. First of all, basic results that are received before the beginning of the experiment will be compared with the intermediate results that are received in the duration of the experiment. It is possible to compare the general results of each week with the basic ones. The other way of the results analysis will be based on the chain comparison, when the results of the experiment in this day will be compared with the results of the experiment in the previous day. Thus, it is expected to receive two different reports of the results, basic, the final comparison of the results with those received before the experiment conduction, and chain, the duration of changes in the general condition in people’s organism with special relation to aggression symptoms. There two types of results analysis will give us the opportunity to check the general changes in people’s mental condition and to see the succession of changes that took place in people’s psychological condition. It is significant for consideration of the crucial point in people’s behavior.
Discussion
The purpose of the proposed research is to consider the influence of energy drinks based on caffeine on the increase of aggression in people’s behavior. This hypothesis is going to be checked by means of the experiment with 20 participants who will be divided into two groups, those who will consume energy drinks and those who will not. The experiment will last for two weeks. The participants will remain in the common for them environment. Doctors will check participants’ physical and psychological condition twice a day by means of body examination and different psychological tests that can determine patients’ condition without his/her complaints. In general, participants will have to lead their normal lives, and inform about slightest changes in physical or psychological conditions, if any. The results of tests and examinations will be noted and at the end of the experiment the basic and chain analysis will be done.
Limitations
The main limitation of the research is that people’s life is full of different factors that influence their behavior. Leaving people in their common environment we want to reduce the influence of changes on people’s mental condition. Although, living in that common environment people can be influenced by the outside factors, such as problems at the workplace, family problems or other factors that can spoil the results of the experiment.
Another limitation is that health of different people is various, and their reaction to some ingredients can be different. It is impossible to say that energy drinks and caffeine will influence people similarly. Weinberg and Bealer (2001) state that some people either cannot sleep without caffeine or sleep better when they have consumed a drink based on caffeine before going to bed. The same can be related to the aggressive behavior, different people may treat in the other way.
The other limitation of the experiment that is devoted to the understanding of the influence of energy drinks on people’s aggressive behavior that some people got used to hide their emotions and sometimes do not notice that they try to restrain their real emotions. The personal factor is one of the main limitations. Because of randomized choice of the participants, the problems connected to people’s health can be main factors for changed results. Moreover, having constant headaches and depressed mood, people will be able not to notice the change in mood and will not announce the change in their organism.
Reference
Cherek, D. R., Tcheremissine, O. V., & Lane, S. D. (2006). Psychopharmacology of human aggression: Laboratory and clinical studies. In R. J. Nelson (Ed.), Biology of aggression (pp. 424–446). New York: Oxford University Press.
Everly, G. S., & Brown, S. (2008). The Resilient Child: Seven Essential Lessons for Your Child’s Happiness and Success. New York: DiaMedica Publications.
Weinberg, B. A., & Bealer, B. K. (2001). The world of caffeine: the science and culture of the world’s most popular drug. London: Routledge.
Energy drinks are a relatively new product; the number of sales has been growing since the end of the 20th century. These are beverages aimed at stimulating the central nervous system with an anti-sedative effect. Energy drinks contain tonic agents, most often caffeine, vitamins and sugars. The increase in their consumption has led to a public debate whether they should be banned or not. Medical institutions report a growing number of complaints related to harmful effects on consumers’ health. Therefore, it is critical to analyze where energy drinks came from, risks and health benefits, target population and marketing campaign, and states’ regulation.
Research Area
The subject of energy drinks remains debatable as the data available on the effects is insufficient and contradictory. Higgins et al. claim that the current evidence remains unsystematic, leading to the impossibility of forming one position within the scientific field (65). According to Hammond et al., most of the data available shows short-term health impacts; most results are gained from the investigation of people with chronic conditions (20). The industry is also characterized by a significant amount of sponsored literature (Higgins et al. 65). Thus, the topic lacks unbiased studies, long-term research with samples of healthy people.
The main point of energy drinks opponents is the high concentration of caffeine. There are several common stimulants in energy drinks, such as taurine and guarana extracts (Hammond et al. 23). Each of them can be considered harmless, not causing adverse outcomes for the organism, but the interaction of both substances can increase the effect of caffeine and result in health risks (Hammond et al. 23). Regarding health concerns, most of the public’s questions focus on potential risks for youth as children and teenagers are more susceptible to stimulants than the older population (Hammond et al. 19). However, according to Hammond et al., the current position towards energy drinks is that these beverages’ effects exceed outcomes of other caffeinated drinks (Hammond et al. 23). Therefore, it has been recognized as novel exposure and should be investigated independently from previous caffeine research.
History of Energy Drinks
The first energy drink was invented in Asia, specifically in Japan. The use of amphetamines was widespread after the Second World War but limited due to restricting laws (Engber). As a result, in 1962, the Taisho company presented Lipovitan D; it was a legal, energizing drink sold in small bottles (Engber). The supply of extra-caffeinated and vitamin-fortified beverages increased; a large portion of drinks was bought by Japanese CEOs to maintain beneficial business performance by the end of the 20th century (Engber). They served as replenishing energy sources, containing caffeine, vitamins, and a significant amount of sugar.
Risks and Health Benefits
The adverse outcomes for health are associated with caffeine consumption above the norm. Energy drinks affect the nervous and cardiovascular systems; the possible consequences are insomnia, fast heartbeat, headache, accompanied by vomiting, nausea or diarrhea; sometimes, it can cause chest pain (Hammond et al. 23). It can also provoke tachycardia and other cardiac problems; severe cases are seizures and death (Reid et al. 66). The overuse may lead to neurotic issues such as anxiety, agitation or jitteriness (Reid et al. 66). People that consumed energy drinks may report the intention of seeking medical help.
In small amounts, energy drinks are supposed to bring positive effects. For instance, they accelerate the reaction, increase aerobic and anaerobic endurance, prevent drowsiness while driving, improve the intensity of perception, mood and well-being (Hammond et al. 21). Nevertheless, the leading target group – youth – is more vulnerable to energy drinks due to smaller body size, lower levels of pharmacological tolerance to caffeine (Hammond et al. 22). These beverages may impact cognitive capabilities in adolescents faced with some behavior modifications (De Sanctis et al. 228). However, the long-term effects are unstudied in terms of chronic and excessive consumption.
Customers
Frequent consumption of energy drinks relates to athletes and secondary school students. According to Higgins et al., energy drinks continue to be marketed to children and adolescents (65). Market campaigns target teenagers through the Internet, social media platforms, posters, wall graffiti, and videos. The central theme of advertising campaigns is the involvement in sports activities. Consequently, several studies report the prevalence of energy drink consumption in youth intended to improve their strength and speed (Hammond et al. 23). For instance, up to 80% of college athletes drink them to enhance their sports performance (Higgins et al. 65). The industry aggressively advertises the product; hence due to bright packaging, these beverages have become popular, especially among young people.
Concerning the typical reasons, these are curiosity, taste and need for energy. According to Reid et al., in Canada, people want to stay awake for study, work or driving; similar intentions are reported in Europe (66). Moreover, the consumption behavior is impacted by social circumstances; for instance, children say, “my friends drink them” or “energy drinks are cool” (Reid et al. 66). Teenagers report that they drink it for “going out or partying” or “to mix with alcohol” (Reid et al. 66). Thus, energy drinks are consumed at home to be productive or at parties.
How Long Have Energy Drinks Been Available?
Energy drinks have been available in the market since the middle of the 20th century. In the United States, they were introduced in 1949; in Asia, the first campaign was performed in 1976 in Thailand, based on a Japanese drink (De Sanctis et al. 223). In Europe, it appeared in 1987 in Austria; overall, energy drinks became popular in the late 1990s (De Sanctis et al. 223). These days, they are available in almost all countries around the globe.
Regulation
Energy drinks are considered legal mostly worldwide, being sold to all ages and groups of the population. The Food and Drug Administration (FDA) classifies these beverages as dietary supplements or foods. Both categories do not require adverse effect reporting; content might be strictly controlled depending on definition (Higgins et al. 66). This results in the ability of producers to control the caffeine level of their free choice. In most countries, energy drinks are sold freely; some states have forbidden their sale to adolescents. In France, Denmark and Norway, until 2009, energy drinks were banned for sale in grocery stores; they could be bought in pharmacies since they were considered medication. However, at present, almost all people can buy energy drinks regardless of age.
Personal Conclusion
To sum up, the current pace of living requires a person to be active. When energy resources are declining, some people consume energy drinks. It is an unfortunate tendency as energy drinks can be addictive. In my view, the necessity to outlaw energy drinks across the country should be acknowledged. However, until recently, the manufacturers of these beverages have found reasons and tools to influence the government, scientific community and target audience.
Conclusion
Energy drinks contain a concentrated dosage of caffeine and stimulants, including vitamins, taurine, herbal supplement and sugars. Side effects are possible, namely tachycardia, nervousness, anxiety and depression in case of an overdose. It is recommended to diminish consuming energy drinks by children and adolescents, people who have problems with the gastrointestinal tract, heart, blood vessels and pressure, and increased excitability, nervousness, sleep disorders and sensitivity to caffeine. Marketing campaigns are often youth-oriented, targeting children and teenagers; therefore, the government should accelerate the adoption of laws to limit sales and control their advertising aimed at minors.
Works Cited
De Sanctis, Vincenzo, et al. “Caffeinated energy drink consumption among adolescents and potential health consequences associated with their use: A significant public health hazard.” Acta Bio Medica: Atenei Parmensis, vol. 88, no. 2, 2017, pp. 222-231.
Hammond, David, et al. “Adverse effects of caffeinated energy drinks among youth and young adults in Canada: A web-based survey.” CMAJ Open, vol. 6, no. 1, 2018, pp. 19-25
Higgins, John, et al. “Energy drinks: A contemporary issues paper.” Current Sports Medicine Reports, vol. 17, no. 2, 2018, pp. 65-72.
Reid, Jessica L., et al. “Consumption of caffeinated energy drinks among youth and young adults in Canada.” Preventive Medicine Reports, no. 5, 2017, pp. 65-70.
The advertisement on the “skinny boost” energy drink was designed purposely to attract the women who are interested in losing weight to buying it so that they can achieve their goal of being slim.
Skinny Boost.
The company chose to use the picture of the woman who has is slim with a flat belly, measuring the size of her waist to show how the energy drink helps women cut down weight faster. They also have in the advertisement indicated how it helps in burning fat, controlling hunger, low glycemic, and also patented and balanced energy. The picture of the woman was printed large so that it can attract the people to get interested in reading its contents. The figure of the woman is just good enough to make someone stop and stare at it!
The producers of this product have used quite a convincing language as their persuasive strategy; they have indicated all its benefits clearly that most people who are interested in losing weight want to have. Women usually are known to have cravings for food more than men, and due to these, they take snacks during the day, and this could be the reason they gain weight faster. So with its ability to control hunger, meaning it will also reduce the need to snack often (Coberley 2014, p. 25)
Personally, I could be interested in this product because it will help me burn fat. I hate the fact that I have a lot of fat in my body, and the ability it has for helping me get rid of it could make me buy it. Apart from knowing that I love eating a lot because I get hungry so fast and since it will help in reducing the hunger, and then it could greatly help me to reduce the amount of food that I get in a day. Many intellectuals know that dieting is not the right way to lose weight, so having a product that will be effective without having to avoid eating some other foods will make the people want to try it.
Natural methods of weight loss usually recommend the people to use some food and to stop eating others that are believed to accelerate weight gain, the time for eating is generally fixed so that one who has to strive to eat within the right time, for example, nutritionists usually recommend people to eat early enough, usually three hours before they go to bed, for a career woman with a busy schedule, this could be hard to practice. (Smith 2011)
In modern society, many girls and women could want to achieve a body shape that is of a model, who is usually thin, and their shape is similar to that of the woman in the advertisement. They usually associate body thinness with beauty, and thus women who are thin have high self-esteem as compared to the ones with pot bellies. Apart from that, society considers the fat people to look older than they are, and women could not want to be told that they are old. The society could also associate fatness with obesity. Thus this product could highly be bought since it fulfills their needs. Most men also prefer women who have flat bellies and also thin.
There are cases of women who have been rejected by their spouses because they have gained extra pounds of weight. Some are still single because their ideal men usually don’t look their way because they are fat, or they do not have the perfect figure that they need (Sharma, Wharton, Forhan & Kuk 2011).
The target audience of the advertisement is mainly the youthful women; the company used the portrait of a woman to identify its audience. Most women are also usually eager to try new things, especially the ones that they are interested in. They could try anything just to ensure they cut down on their weight. They get concerned even when they put on some few pounds of weight, and they mostly hate having pot bellies.
That is why such an advert of a woman with a flat stomach would draw the attention of the people so that they could use the product to have a flat stomach just like her. Such a product could be consumed significantly so that they cannot gain weight now that it is indicated that it can help in burning fats from the body. The assumptions that the producers of this product have made about the users of the product is that; they are all interested in having a model like figure like that of the woman in their advert, they all could like to burn down their fat and that they could try to use more of it to achieve quicker result that is why they have issued a warning about it. The advertisement is attracting and appealing, and it can help sell this product very well, now that has the power to attract the attention of its audience well (Goulding 2009).
References
Coberley, C. (2014). Initial Evaluation of a Scalable Lifestyle Program for Sustained Weight Loss. Journal Of Obesity & Weight Loss Therapy, s4(01). Web.
Sharma, S., Wharton, S., Forhan, M., & Kuk, J. (2011). Influence of weight discrimination on weight loss goals and self-selected weight loss interventions. Clinical Obesity, 1(4-6), 153-160. Web.
Smith, I. (2011). Eat: The effortless weight loss solution. New York: St. Martin’s Press.
Zinczenko, D., & Goulding, M. (2009). Eat this, not that, supermarket survival guide: The no-diet weight loss solution. Emmaus, Pa: Rodale.
When consumers decide to buy some brands and avoid buying others, few may have planned to make the purchase while others may not necessarily have planned for such purchases. However, marketing and availability of products at the convenience of consumers lead to subconscious action of buying the product. At other times, the purchase is planned.
However, few consumers would be able to explain why they choose to purchase a product and avoid picking another. This issue has troubled psychologists for some time (Egan, 2007).
With many products available to satisfy the same need, it becomes difficult for consumers to choose some products from the shelves while avoiding others.
This is where marketing strategies play a key role in shaping the behaviour of consumers. Some decisions to buy a particular product are made subconsciously while others are planned (Lamb et al, 2011). This is what defines consumer behaviour.
Consumer behaviour is affected by many factors: sociological, psychological and economical factors. According to a University of California article, consumer behaviour can be defined as ‘psychological process that consumers go through in recognizing needs, finding ways to solve these needs and making purchase decisions (University of California, 2011).’
Consumer behaviour also entails consumers choosing among the many brands found on the shelves, ability to interpret the information through comparison of different attributes of the products and finally making a buying decision (Smith, 2011). When making these products, manufacturers consider product features necessary to maintain the market share and expand to other consumers who have not been using their products.
Figure 1: Influences of consumer behaviour. Source: University of California on Consumer Behaviour
Consider Glaxosmithkline product Lucozade Sport as one of the fastest growing brands of soft energy drinks. Since its launch in 1990, Lucozade Sport has continued to grow and now controls more than half of the market share.
This has been necessitated by good marketing strategies and the trust of the brand by existing consumers (Egan, 2007). The brand Lucozade Sport is popular with athletes and other sportsmen and sportswomen.
Apart from being a choice energy drink for sports people, Lucozade Sport is also popular with patients recovering in hospitals. Lucozade is a choice energy drink in replenishing lost energy and rehydrating during sports.
Sports are one of the major events that unify people from different countries. Marketing during sporting events would therefore expose the product to a larger group of potential consumers.
Mother company deals with health products. The company has established quality assurance section to maintain the quality of products. Being related to other health product helps to boost confidence of consumers in the campaign to have the product as a nutritional energy drink.
According to Begleys statistics (2011), Lucozade Sport controls over 66 percent of market share in sports drinks and over 27 percent of soft non-alcoholic drinks market with the leader Coca Cola taking 31 percent.
Indeed this is a huge chunk of the market shares bearing in mind that the market segment is saturated with many competing products. Moreover, the enthusiastic marketing of this brand makes it choice of consumers. This marketing makes it hard for consumer to make a buying decision.
Marketers of Lucozade Sport understand that the market is saturated with many brands purporting to give the same satisfaction, but the target consumer segment has developed a trust on the brand from Glaxosmithkline. Good marketing strategies, packaging, and availability in the market have enabled Lucozade Sport to continue to control the market in nutrition energy drinks.
This paper seeks to explain a complex human behaviour of purchase and consumption (Smith, 2011). The essay has organized different aspects in understanding consumer behaviour called marketing mix. This attributes will include product attribute and strategies, promotion, packaging and place and price determination.
Product Strategies
Product is one marketing mix elements that aids in maintaining the market share. Products have many attributes from the colours, sizes and packaging. These features are necessary as marketing tools of a product. Lucozade Sport has bright colours and easily held bottle, can or in a disposable packet.
These colours range from orange, purple and clear. It also comes in different flavours of different fruits and boosted with essential vitamins (Gaspar, 2006). The product is packaged in sporty bottles and disposable packs. The packaging makes it easier for sports to hold the product when undertaking their exercises.
The company has invested heavily on research to maintain the quality of products. Glaxosmithkline target sport events in marketing the Lucozade Sport brand. Among this consumer segment, the convenience of the product must be taken into consideration.
Lucozade support for sporting events has become a good Corporate Social Responsibility (Gelder & Woodcock, 2003). However, returns from the product sales overcome the expenses incurred in supporting these events. The company chooses a brand name that sports people could easily identify with.
This has psychological effects as the target market think that the product was launched with them in mind. According to University of California article on Consumer behaviour, manufacturers must also keep on rebranding the products while maintaining the same quality of product so as to entice new consumers. However, care must be taken to prevent the product from losing its original flavour and selling attributes.
Figure 2: Different packaging of Lucozade Sport
As the product becomes more common with consumers, the market is likely to expand. Marketing of a product is guided by trend of sales as well as the profit margins. Some of the ventures like supporting sportsmen and women may cost in the short run but the returns after the marketing is higher due to increased sales (Egan, 2007).
Being a sports’ product, it is not enough to have it on the shelves, but more important to have its presence felt in most sporting events. People who are not “sporty” are also engaging in exercises more frequently as a health practice.
Marketing the product also expands the market to another group that was not initially included in the formulation of the launch of Lucozade Sport. This has been enabled by good market research by the company.
On packaging, Lucozade Sport is packed in disposable packs and plastic bottles. While disposable packs are biodegradable, plastic bottles and metallic cans can be collected for recycling.
This strategy in packaging the product enables Lucozade Sport to be accepted as environment friendly (Gaspar, 2006). In using these packaging, the company reduces pollution and becomes pivotal in expansion of recycling market.
Lucozade Sport has sales outlets in 130 countries with maintaining manufacturing sites in 37 countries. Indeed, this is a large network of company’s marketing centres. Established outlets from its mother company Glaxosmithkline has enabled it to command a large market share.
Promotion and marketing communication
Promotion is another aspect of marketing mix. Promotion entails dissemination of information about a product or a company to its customers and consumers. Promotion targets maintaining existing consumers and expanding the sales to new ones.
There are two subdivisions of promotion types used in promotional marketing mix: above the line and below the line promotion (Egan, 2007). Lucozade Sport use above the line promotion in television, Internet or radio advertising.
Use of easy to remember tag lines like ‘proven when tested’ with prominent sport personalities gives Lucozade Sport brand an upper in creating awareness of the product. This enables the product to keep on rising in sales where competing brands are stagnant.
Figure 3: Market portion of Lucozade as compared to other energy drinks. Source: Begleys Statistics June 2011
Besides, the company uses below the line marketing as sport sponsorship, public relations and personal selling. Under sport sponsorship, Lucozade Sport invests money in supporting the sporting events to market their products. In personal selling, employees of the company can be asked to sell the product during sporting events.
Marketing of products informs consumers of new products and reminds those that may have forgotten the products for other substitutes (Lamb et al, 2011). On the other hand, promotion helps new consumers to test the product being launched and for the existing consumers to feel appreciated by the company.
In a small market segment, competing products must position themselves as being the favourite to the consumers. This is done through marketing the product. Lucozade Sport uses both print and electronic media in her advertising. Many households involved in sporting events have at least a television set in their homes and therefore it becomes a convenient medium to promote the product (Gaspar, 2006).
Television commercials and print advertisements are necessary in communicating the message of the availability of the product and its features. Consumers would be looking for value addition in every product that they spend money in. Lucozade Sport endeavours to enhance its image through marketing and frequent repeat of the benefits of the energy drink.
Lucozade Sport is also marketed in sports stadia when sporting events are taking place. This makes the target consumer segment to be frequently aware of the product. Besides sportsmen and women, games and sports are attended by enthusiastic fan base. Marketing the product during such events does not only reach the sportspeople but also the large fan base that attends these events.
Marketing during these events entails use of billboards both electronic and print (Gelder & Woodcock, 2003). Lucozade Sport also sets outlets at the proximity of these venues. Availability of the products and good marketing strategies are able to increase the sales while informing new consumers of the product.
Marketing should also consider the growing use of social network among the sporting youths. Marketing in this medium is both efficient and cost effective.
Marketing through the Internet has become almost real-time and therefore the effects can be felt immediately. Increased sales have been realized through marketing especially on sites that are frequented by sports people.
Place and packaging
Availability of product is one thing. Being in the right place is another. Marketers must ensure that products are available at strategic points where existing and potential consumers can easily find them. Being psychological process consumer behaviour is affected by perceptions.
Creating the image through frequent reminding of their products ensures that the products remain in the minds of the consumers. With easy to remember tag line and marketing strategies, the market share is expanded.
Consumer recognition of a product is influenced by social-cultural beliefs and marketing strategies employed by different companies (Gelder & Woodcock, 2003). Using the right marketing techniques coupled with the right medium of advertising, there is higher probability of penetrating the target market.
Lucozade Sport is recognized as a high quality drink based on the performance of other related products. Moreover, the product is easily recognized for its bright colours and distinct packaging. Strategic positioning in shopping malls, supermarkets and retail shops enhance internal motivation of consumers to make a buying decision.
According to Lucozade Sport; Long term effectiveness, Lucozade Sport targets sports people-preferring availability as opposed to the cost that goes with the products. Due to availability of many other substitute brands in the market, Lucozade Sport drink cuts out its image as a product that can be relied on by sportsmen and women in replenishing their energy.
Apart from offering refreshing abilities, the energy does not limit itself into that purpose only but also diversifies into being an energy nutritional drink. The colour of Lucozade Sport attracts the eyes with its bright colours.
The packaging has inherent stimuli in creating images in the brain of potential consumers. Lucozade use orange, purple and mild red which are the common colours of most fruits. Fruits are popular for nutritional value.
The relationship between Lucozade Sport and fruits gives it the associative nature of being a nutritional drink. It also comes in different fruit flavours. Whenever consumers are eating fruits, the image of the drink is triggered, hence keeping it in the minds of target consumers.
Pricing
Though it is impractical and financially unsound, to sell products below their production cost, it is also immoral to sell products with an intention of exploiting consumers. Even in monopolies (where there is only one producer and no complete substitutes and competitors), prices determination must be reasonable while reflecting the value of product sold.
Food and beverages is one of the basic human needs (according to the Maslow’s Hierarchy of needs). For consistency, though, consumers need to know how much a particular product is going to cost them to factor them in budgeting.
Though Lucozade Sport is classified as food at the base of the Maslow’s hierarchy of needs, substitutes and competitors would pose a threat to its market share.
Figure 4: Maslow’s Hierarchy of needs on the benefits of Lucozade Sport
Pricing is very important both to the company and to the consumers. Companies are in business to make profits while consumers are looking for a product that is going to give them the highest satisfaction that they need. Balancing the two aspects is delicate based on the opposing objectives of the marketers and the consumers.
Pricing is also important in penetrating the market that is already saturated with other competitors and substitute products. When setting the price, manufacturers must consider the delicate balance of all the factors that could lower their market share.
Lowering of prices can lower item cost but due to increased sales, the profit margins are maintained (Smith, 2011). Lowering of prices attracts more people into consuming products as opposed to companies that would continuously raise the prices of their products.
Selective lowering of prices can be beneficial when the company realizes falling quantity of sales. Competitors and substitutes like Coca Cola products have edged Lucozade Sport. More so, are other competing products like Red Bull. In such a saturated market segment, Lucozade Sport must set the price that would be reasonable within the range of competitors.
Conclusion
Consumers may look at the package of the product to ascertain its value and importance; alternatively glance at the price and compare it with other similar products; pick a product that is conveniently placed on the shelves, but a decision to buy must be informed.
The information would be based on the level of advertising of the product. Lucozade Sport target consumers in the sport arena and therefore advertising their products on television and Internet are convenient and cost effective.
For example a consumer must be able to know what health benefit they will get from the Lucozade Sport energy drink by just looking at the packet. The package should be such that it is attractive to consumers and easy to use. Quality perception depends on the information availed to consumers through advertisements.
According to Lucozade Sport; Long term effectiveness, cumulative effects of marketing of Lucozade Sport in games and athletics, makes the consumers of the product aware of its benefits. Social and cultural influences affect how a consumer of Lucozade Sport is going to perceive the brand.
Price and promotion will influence those consumers who are conscious of price differences and price of competing and substitute products. Consumers make buying decision after they become aware of the products, hence marketing and advertising play a key role in disseminating relevant information to consumers.
Moreover, strategies of having the product in the right place and packaging are important in enhancing the image of the brand. Well calculated marketing mix, ensures tha Lucozade Sport has an efficient way to reach its consumers while still maintaining the market share in the soft energy drink sector.
This marketing mix will drive the emotions of consumers into making a planned or unconscious buying decision.
List of References
Begleys statistics (2011). Consumer behaviour statistics available online
Egan, J. (2007). Marketing Communications, London: Thomson Publishers.
Gaspar, J et al. (2006). Introduction to business, Boston MA: Houghton Mifflin Publishers.
Gelder, D. & Woodcock, P. (2003). Marketing and promotional strategy, Cheltenham: Nelson Thornes publishers.
Lamb, C., Hair, J. & McDaniel, C. (2011). Essentials of marketing, New York: South-Western Cengage Learning publishers.
Lucozade Sport (2011). Long term effectiveness article available online
Smith, T. (2011). Pricing strategy: setting price levels, managing price discounts and establishing price structures, New York: South Western Cengage Learning publishers.
University of California (2011). Consumer Behaviour article available online
Energy drinks have become products of choice among many consumers around the world. These drinks are marketed as energy boosters to improve performance, especially due to the effects of caffeine, which increases alertness. The history of energy drinks dates back to the early 20th century when Pepsi gained popularity. However, the controversy surrounding the sale and use of these products is as old as the drinks. In 1916, the federal suit United States v. Forty Barrels and Twenty Kegs of Coca-Cola was meant to compel Coca-Cola to remove caffeine from its products. Since then, there have been sharply divided debates about the safety of energy drinks. As argued in this paper, these products should be banned because they have adverse health outcomes. The first point presented in this paper is that the consumption of energy drinks is strongly correlated with obesity and diabetes, especially among children and youths. The incidence rates of obesity and diabetes have been increasing consistently over the years, making it a major public health concern. Second, the consequences of caffeine on the human body are negative with long-term adverse outcomes. The federal suit mentioned earlier was based on this argument. Children are being exposed to dangerously high levels of daily caffeine intake, which is detrimental to their health. Third, the health effects of additives used in energy drinks, such as taurine, are unknown, and thus policymakers should not risk the health of future generations by allowing the sale of products without adequate scientific data concerning their long-term consequences.
Introduction
Energy drinks have gained popularity over the last few years due to aggressive advertisements by manufacturers and changing consumer preferences. These drinks contain added stimulants, such as caffeine, hence the claim that they boost energy to increase performance. However, despite the widespread usage of these products, there have been controversies surrounding the health implications of their continued intake. On the one hand, critics argue that energy drinks have negative health outcomes, especially those related to high levels of caffeine and sugar in the human body. On the other hand, proponents claim that these drinks are useful to the body and society as they increase performance. Energy drinks should be banned, due to adverse health outcomes, especially for children.
Background
The concept of energy drinks dates back to the beginning of the 20th century when brands such as Pepsi became popular, and the controversies surrounding the safety of these products started at the time. In 1916, the federal suit United States v. Forty Barrels and Twenty Kegs of Coca-Cola sought to force Coca-Cola to minimize the amount of caffeine in their drinks (Hogan, 2016). Since then, the addition of caffeine in drinks has elicited heated debates, which continue up to date. Proponents and critics have not agreed on whether caffeine is good or bad for human health. The issue has been compounded by the increased consumption of these drinks by children around the world.
Energy Drinks
Bad Energy
Energy drinks should be banned because they promote excessive sugar intake, which is harmful to the body. Increased sugar intake among children, teenagers, and young adults affect their health adversely, as it leads to obesity, dental erosion, and it is a predisposing factor to diabetes type II. Supporters of energy drinks argue that there is no direct link between these products and obesity. The available research on the effects of sugar on the body shows that it leads to insulin resistance, which is the major cause of obesity and diabetes (Stanhope, 2016). A 500 ml can of most energy drinks contain over 55 g of sugar (Harris & Munsell, 2015), which is way above the recommended daily intake. Similarly, cases of diabetes have been on the rise over the last few years. The World Health Organization (WHO) (2020) estimates that there are 422 million diabetic people worldwide, with childhood diabetes becoming a major concern due to increasing cases of obesity, which is a leading predisposing factor. Therefore, based on these arguments, it is clear that energy drinks are “bad energy” and should be prohibited.
Figure 1: Reasons for banning energy drinks
Similarly, the high caffeine levels in energy drinks are a major health concern, which justifies the calls for the banning of these products. Proponents of energy drinks claim that caffeine has immense health benefits. However, all manufactures of energy drinks have placed a warning on their products warning consumers that they should not take above a specified amount in a day due to caffeine-related health complications that might arise. The available evidence shows that children and teenagers should not take more than 142 mg of caffeine in a day (Wilkoff et al., 2017). However, a 500 ml can of Monster, a popular energy drink, contains at least 160 g of caffeine. Therefore, if a child takes two cans in a day, which is a common trend among youth, he or she has exceeded the minimum daily requirement by two-fold. The long-term effects of such behaviors are not known, hence the need to ban the sale of these products. It is better to error on the side of caution, than to experiment with the health of children, putting future generations at complicated health risks.
Finally, energy drinks should be banned due to the healthy halo ingredients added to the products. These drinks have a wide range of added components, such as taurine, which are marketed as efficient stimulants to increase performance. Supporters of energy drinks claim that such components are meant to boost the vitality of the products. However, the effects of these additives are unknown, leading to the ban of energy drinks in some countries, including France, Denmark, Uruguay, and Norway (Bradshaw, 2018). Therefore, as argued earlier, regulators should not gamble with the health of uninformed consumers, who have been targeted by aggressive capitalists after profiteering, by allowing the continued sale of energy drinks.
Conclusion
The manufacture and sale of energy drinks have been a controversial public health issue since the emergence of such products in the early 20th century. On the one hand, manufacturers argue that energy drinks are useful to the body as they boost performance. On the other hand, critics are concerned with the adverse health effects associated with these products, especially on children and youths. As shown in this paper, energy drinks should be banned because they contribute significantly to the increasing cases of obesity and diabetes type II, negative outcomes of caffeine, and the unknowns surrounding additives, such as taurine. Therefore, the claims by the proponents of the manufacturing and sale of energy drinks are invalidated based on the arguments made in this paper. As such, it suffices to conclude that energy drinks are “bad energy”, which should be banned immediately from the market.
Harris, J. L., & Munsell, C. R. (2015). Energy drinks and adolescents: What’s the harm? Nutrition Reviews, 73(4), 247-257.
Hogan, E. (2016). Right to try legislation and its implication for the FDA drug approval process. Washington University Journal of Law and Policy, 50, 171-194.
Stanhope, K. L. (2016). Sugar consumption, metabolic disease and obesity: The state of the controversy. Critical Reviews in Clinical Laboratory Sciences, 53(1), 52-67.
Wilkoff, D., Welsh, T., Henderson, R., Brorby, P., Britt, J., Myers, E., Goldberger, J., Lieberman, R., O’Brien, C., Peck, J., Tenenbein, M., Weaver, C., Harvey, S., Urban, J., & Doepker, C. (2017). Systematic review of the potential adverse effects of caffeine consumption in healthy adults, pregnancy women, adolescents and children. Food Chemical Toxicology, 109, 585-648.
I greet you all. I would like to talk about the benefits of energy drinks to our health. On this basis, I would be pleased to hear from you about the types of energy drinks we have. It is good if you could lift up your hand so that I can see it and record the answer. According to Bohlmann et al (15-64), energy drinks are being advertised time and then on televisions, radios, and newspapers because of their ability the improvement of metabolism and boost of energy levels of an individual. According to several studies on the effects of energy drinks on an average individual, the results have indicated something similar by showing that these drinks improve one’s mental alertness (Stone 107-388).
As you have stated, examples of energy drinks include most of soft drinks like red bull and rock star, coffee containing caffeine, and glucose among others. Importantly, this study will be guided by a thesis stating as; energy drinks are beneficial to individuals taking them. I will talk about the benefits of energy drinks to individuals’ health both physically and mentally. I will also look at the effectiveness of energy drinks to workers in different workplaces (Stone 107-388).
Main body
According to Stone, B. (107-388), approximately 80% of employees leave their workplaces feeling very tired and exhausted and hence their employers have come up with means of boosting their energies in order to improve their production. Importantly, polls have indicated that lack of energy has influenced lives of many people in relation to work, education, domestic chores and even playing (Bohlmann et al 15-64).
As a result of this, drinks containing caffeine are known to boost one’s energy and enable him/her to perform accordingly as expected. It should be noted that, energy boosters help in reducing the amount of money used on diets and diet products. This is because some energy drinks provide minerals and have medicinal values which are very vital to the human body as they provide nutritional support. In this case, bodybuilders and athletes require energy drinks as they provide an individual with additional energy (Bohlmann et al 15-64).
Benefits of energy drinks to individuals physically and psychologically
It should be noted that energy boosters like guarana as an ingredient of energy drinks have been of help in the promotion of physical staying power, improving mental perception and long term recall, raising sexual libido and conquering exhaustion among the users. On this basis, therefore, this energy booster has been indicated as having great significance to the individuals using it (Stone 107-388). On the other hand, Taurine another ingredient of energy drink is helpful in heartbeat regulation, maintenance of cell membrane steadiness and prevention of brain cell over-activity. From this significance of taurine, many individuals think that its supplementation for adults might assist in improving brain function and inventiveness (Stone 107-388).
As indicated by Bohlmann et al (15-64), energy drinks are beneficial in fostering a positive mental attitude and improving learning abilities by increasing the understanding capacity among learners. Additionally, energy drinks are beneficial in that they promote appetite and assist in fighting off infections in the body (Bohlmann et al 15-64).
Effectiveness of energy drinks to workers
As indicated by Bohlmann et al (15-64), some employers encourage their employees to consume energy drinks so that they could overcome exhaustion and as a result improve their productivity. Energy drinks help in energizing exhausted employees and allowing them to continue being productive. On this basis, caffeine and other energy drinks are very common in places of work (Bohlmann et al 15-64)
Shortcomings of energy drinks
On the other hand, as indicated by Stone, B. (107-388) energy drinks have been found to provide energy crash especially when they wear down. Additionally, they may fail to provide the energy boost one needs when he/she requires it (Bohlmann et al 15-64). Further, when caffeine is used in excess it becomes very harmful to one’s health where it can be addictive resulting to its excessive consumption. It is of importance to note that, excessive consumption of caffeine results to high blood pressure, tetchiness, nervousness, and rapid heart beat among other health complications. On the other hand, when most of the energy drinks are mixed with alcohol or physical activities; they result to dehydration in the body. In addition, the sugars contained in energy drinks can cause energy break down as the blood sugar levels become unstable (Stone 107-388).
Conclusion
Despite the dangers posed by energy drinks, they promote metabolic function of the body and improve health as a result of their nutritional values. In this case, energy drinks are recommended for energy boost in the body both physically and mentally.
The use of caffeine and energy drinks has dramatically increased recently. Many users focus on the benefits that the substances offer, such as boosting one’s mood, metabolism, and physical and mental performance (Hammond et al., 2018). Most energy drinks have high levels of caffeine that help their users stay alert and reduce tiredness and sleep, especially during long travels. However, when caffeine is taken in large amounts, and often, it may have adverse effects. Individuals may experience the impact as a result of a withdrawal or when they take high amounts of the substance. Nonetheless, the effect of caffeine varies on individuals’ genetic characteristics; some people are more caffeine-sensitive than others (Hammond et al., 2018). Moreover, persons with other underlying health problems like heart problems may also experience varied effects compared to healthy ones. Clearly, the consumption of caffeine has notable adverse effects such as anxiety, headache, insomnia, addiction, and heart-related problems.
Caffeine is well-known for boosting alertness; it blocks the brain’s chemical adenosine that makes one feel tired. However, when used in high doses, it may lead to nervousness and anxiety. This makes it hard for an individual to concentrate and make sound decisions. Others may avoid social activities because they believe they can trigger or worsen their condition. According to Preidt (2019), anxiety disorders are increasing, and many doctors ignore that caffeine may be the root cause. Therefore, it is imperative that people know the healthy limits and use the substance responsibly to avoid adverse effects.
The use of caffeine may be habit-forming; users may become physically or psychologically dependent. According to Jee et al. (2020), withdrawing from caffeine intake may lead to headaches for some users. Individuals who take this substance daily find it challenging to miss it even a single day. If someone does not take caffeine, they experience a headache that is not treatable until they take the substance. They may also feel fatigued and unable to complete their duties until they retake caffeine. To curb this side effect, individuals ought to monitor their daily intake to ensure that they do not become addicted.
The consumption of too much caffeine may lead to insomnia. Even though the substance is taken to get alert and reduce sleep, it may deprive one of sleep when used in high doses. It may take an individual a long time to fall asleep or reduce the total sleeping time. Research shows that caffeine takes approximately five hours in the system (Hammond et al., 2018). Therefore, taking it in the late afternoon may reduce one’s ability to fall asleep.
Caffeine increases blood pressure due to its stimulation of the nervous system. The increased blood pressure may lead to heart attack and stroke that may, in turn, lead to death in case the arteries are damaged. The stimulatory effect on the nervous system also may lead to a fast heart rate. Such is a result of atrial fibrillation, an irregular, a mostly rapid heart rate that leads to inconsistent blood flow, causing fatigue and shortness of breath. However, the effects may not necessarily be to the heart problems patients; thus, one should be vigilant in controlling their intake.
Effective decision-making requires evaluating various outcomes to ensure that the choice will not have adverse impacts. However, it becomes challenging to make critical decisions when one is fatigued. The effects of fatigue on making serious decisions include avoidance of making choices (Bendak & Rashid, 2020). When someone makes many stressful decisions, they become mentally exhausted and can barely concentrate on making other decisions; thus, they tend to ignore engaging in further decision-making. Fatigue may also lead to impaired self-regulation; as a result of draining the brain, one may not be able to function effectively. This effect leads to most personal and social problems such as impulse huge debts, underperformance in the workplace, and lack of self-control against impulses.
In addition, fatigue may lead to biasness; this may be a result of taking mental shortcuts. Fatigue may also make someone experience decisional conflict and regret. This is common when one is mentally exhausted; they tend to remain in a dilemma in determining which option to take (Bendak & Rashid, 2020). To avoid such effects, it is imperative to plan events well and choose to make the stressful decisions first, then the simple ones later. Taking a break and reflecting is also essential in avoiding decision fatigue.
In conclusion, even though the consumption of caffeine is known for many benefits, such as boosting alertness and increasing mental performance, it can have various negative effects on users. The common effects include anxiety, headache, insomnia, addiction, and heart-related problems such as high blood pressure and fast heart rate. Thus, individuals should determine the healthy limits of caffeine usage to reduce such impacts. On the other hand, fatigue is mostly an underlying factor in poor decision-making. It leads to avoidance of making choices and biasness and may result in impaired self-regulation that may affect the social problems of the users.
Country risk and strategic planning involve measures to be taken to ensure that a business venture is successful and all probable risks have been managed and kept at bay. In this case that is given; the country under scrutiny is India whereby the marketers want to market their products in the country. The product to be marketed is an AMP energy drink.
Competition
Taking an overall look at the market, Pepsi has already ventured into the market and set up over 36 bottling plants in the country. This is the first risk in the market as it means that they already have a stronghold and an upper hand in the market. AMP energy drink marketers can still enter the market and be successful. Research is the backbone of every business venture (Kotler and Armstrong, 2009). For AMP to be successful, they will have to research their rival, how their product is being consumed across the country, and why the people prefer it as opposed to other drinks. Conducting a market survey and research will enable AMP to know what strategies to use for example in marketing the products, pricing, etc. in this case therefore, the ideal pricing strategy to use would be competitive pricing whereby they will set their prices a little bit lower than those for Pepsi.
Secondly, a cost differentiation strategy would be an ideal marketing strategy whereby, since AMP already has a defined market-the soft drink market, then they should strive to give the best and most skilled services to their customers based on uniqueness and professionalism.
Exchange rates
As for the problem with exchange rates, the good news is that risks involving taxes are minimal, but the bad news is that all companies especially foreign investors should know how to convert the currencies used in India, as this will help them ascertain if they are making profits or not. This will be achieved through carrying out a thorough study on India’s economic status and the performance of the rupee in the world market (Fletcher and Crawford, 2011).
Physical Challenges
From the survey, India does not have a very established infrastructural development. This has been a challenge even to Pepsi in marketing and distribution of their products, and AMP soft drink should look at it from the line of being an advantage to them. The reason is that Pepsi has not fully exhausted the potential and actual market since some areas are generally inaccessible. For this reason, the best strategy to be used by AMP soft drink marketers would be to set up fully self-sufficient bottling plants in inaccessible places as this will ensure that even with the places’ inaccessibility, the markets in these places are being served.
This is also a good marketing strategy other than just a distribution strategy because when people see e bottling plant (where products will of course be cheaper), they will be obliged to buy the products from AMP. India is a country that is very loyal and they will want to buy products that they believe are produced by themselves, since most of the staff members will be hired from the immediate community. Hiring staff from their community will also improve the region’s economic status and for this reason, it will be easier to gain favor from the community, as we give back. In marketing, this is referred to and viewed as a win-win situation (Hill, 2009).
Conclusion
Due to the development and urbanization of almost all the regions in India where everyone especially the youth is trying to copy the Western lifestyle, it will be easier to market our soft drink there as the market will be accommodative of us (Douglas and Craig, 1995).
References
Douglas, S. & Craig, S. (1995). Global Marketing Strategy, New York: McGraw-Hill Inc. Print.
Fletcher, R. & Crawford, H. (2011). International Marketing, 5th Ed, Frenchs Forest: Persons Australia. Print.
Hill, C. W. (2009). International business. Competing in the global marketplace. 7th ed. Boston, MA: McGraw-Hill. Print.
Kotler, P. and Armstrong, G. (2009). Principles of Marketing. 13th Edition. New Jersey: Prentice Hall. Print.
