Replies to post #6982 on Performing Brands, Inc(fka PFOB)

[56Chevy]

Funny thing...I just went outside on a break and was talking to a young guy who works swing shift here and I noticed he had a couple cans of energy drinks in his backpack. I told him of my interest in a new product and was curious what the attraction was for younger people to consume these drinks. So I asked him how often he drank these type of drinks...what they cost...what he liked about them ...what he didn't like about them...was he a coffee drinker...did he mix them with alcohol...etc.etc.

I thought his responses were interesting considering it was 15 minute one man market poll.

He had a can of Rockstar, AMP and 2 cans of Mountain Dew in his backpack for his 8 hour shift. He said he's tried them all and didn't seem stuck towards any one particular brand. He likes the variety they offer. He isn't a coffee drinker because he doesn't feel the "effects" as much.

He went on to say he could easily consume a 6 ~ 12 pack a day on various energy type drinks. His friends do the same thing. He likes several brands but didn't speak highly of Red Bull. He said some drinks are defined as "supplements" and some are "energy" drinks. I'm not sure I understand the difference but drinkers of the stuff do. He also said that some of the supplement drinks gave him "the jitters" which he doesn't like. He mentioned that Rockstar was loaded with salt and that Amp had half the salt (he liked that). He and his friends do mix alcohol with them but typically only with Red Bull which he said he didn't like straight but it was a decent "mixer".

He spends about $40 @ week on RockStar alone at CostCo! At this point he has my full attention. Is this guy is a typical energy drink consumer?? I don't know...but it did open the eyes of this old school coffee drinker.

p.s He's very anxious to try Pompis. He seem to think that "if it tastes good and it's cheaper it would get on everyones list of must have drinks".

Music to my dinosaur ears ;)

[BamaDreamer]

Yes, the flight controllers need a Pompis kick!!! Good Joke.

Question for the board- Since I don't drink energy drinks I don't have personal experience as to how effective they are as an "energy booster". I'm more of a coffee caffiene hound...but are energy drinks as effective as the marketing suggests?

57Chevy - I found this 2008 market study you should look over. It's really short and answers about any questions one might have in regards to the energy drink industry. The link is large so I will leave it at the bottom of the post.

Trends driving growth - More individuals fighting fatigue and
looking for energy boost.
Young adult drive the market

Energy Drinks Offer:
1)Provide short term energy boost due to
high sugar content

2)Works as a stimulant to prevent
sleepiness.
The study asked energy drink users why they used energy drinks:
76% Energy boost
35% Mental alertness
21% Hydration
18% Health and Nutrition
12% Weight management
34% Refreshment/Mix with alcohol

This study also points out facts that directly effect PFOB board members if Pompis and the PFOB shell merge. I thought the Hispanic market was a niche target market. I was wrong. They are the true energy drink market followed by African Americans unless teens then Asians follow Hispanics. The study will explain further this point. Full Throttle Demon is the only other true energy drink produced by coke targeting the hispanic market.

1 in 2 Hispanic teens are likely to drink energy drinks
27% of all energy drinks are consumed by Hispanics. This is the highest percentage of any race demographic.

http://docs.google.com/viewer?a=v&q=cache:NsGEi5Hun0gJ:www.keithebergh.com/uploads/1/4/4/3/1443643/6._energy_drink_research.pdf+27%25+hispanics+consume+all+energy+drinks&hl=en&gl=us&pid=bl&srcid=ADGEESiVVSZYK1Nbcm9ahhnTH1QbSrwLdaz66ld9L9sq8XIzO7SiSxv0KediFPthoWR8y2phZ8pPH1asaF967EJJlL7LZZplUyzu3ieBS2rd3kj5_A_-Zn8F-8gCytcUsz7zOewlUQZv&sig=AHIEtbRWkDcAeD8kno_oTjtT-o9BWaXMCw