ipl-logo

Four Loko: Alcoholic Energy Drink

734 Words3 Pages

Case Study 1. Identify the situation, and the basic issues presented. • Three friends from Ohio State University formed a company called Phusion Projects, LLC. The company produced Four Loko, an alcoholic/caffeinated beverage that quickly became a favorite drink of college students in the United States. This drink targeted college students who grew up with energy drinks. • This beverage was referred to as an energy drink that contained caffeine and 12 percent alcohol. • Four Loko caused people to panic when in 2010 nine university freshmen (who all had drunk Four Loko among other alcoholic beverages) were hospitalized with blood-alcohol levels from 0.12 to 0.35; 0.30 is considered lethal. Additionally, one of the nine students almost died. …show more content…

Answer the questions posed in the case itself. 1. The target market for Four Loko is young hedonistic adults who enjoy drinking alcohol and who enjoy or are familiar with energy drinks. 2. The consumer decision-making process for Four Loko:  Need recognition: a consumer develops a want for this drink through an external stimulus through the advertisement of the product being an alcoholic energy drink. As well as an internal stimulus thirst.  Information search: Once the consumer knows that they have a want for this type of product they search for information about this product or other alternatives besides this specific product. For a product like Four Loko the consumer will likely gather information through personal experiences with drinks of this kind and personal sources like friends.  Evaluation of Alternatives: If the consumer found this product to be better (for some reason) than other alternative products they will make the choice to either purchase Four Loko or something else similar.  Purchase: Here the consumer decides either to buy or not to buy Four Loko.  Post-purchase behavior: If the drink satisfies the consumers expectations (or perhaps goes beyond them) the consumer will be satisfied and likely purchase

Show More
Related

A History Of The World In 6 Glasses Chapter Summaries

1077 Words | 5 Pages

A History of the World in 6 Glasses, by Tom Standage, discusses the influence of various drinks on certain events and throughout the course of history. The drinks we read about in this book are beer, wine, spirits, tea and (from the epilogue) water. The overall purpose of this book is to explain and prove that each of these drinks had a profound effect on the world. Tom Standage is a digital editor and an author who wrote a plethora of books on an array of events and times throughout history. That being said, Standage’s work can be trusted and recommended as he is a qualified writer.

Read More

Summary Of Why Colleges Haven T Stopped Binge Drinking

1114 Words | 5 Pages

She states “The first large-scale examination of alcohol uses among college students began in 1993. Run by Henry Wechsler, a social psychologist at the Harvard University School of Public Health, the College Alcohol Study surveyed 17,000 students at 140 colleges on why and how they drink” (McMurtrie). This also shows the ongoing battle colleges have had trying to control or at least maintain college students drinking. McMurtrie also states “Educators and researchers who lived through this period say a combination of exhaustion, frustration, inertia, lack of resources, and campus and community politics derailed the national conversation about college drinking. Taking on the problem proved tougher than anyone had thought” (McMurtrie).

Read More

Essay On The 18th Amendment

378 Words | 2 Pages

The creation of the 18th Amendment to the U.S. Constitution was the beginning of the Prohibition. The Prohibtion was the Federal ban of any transport or sale of intoxicating liquors. It was passed by Congress December 18, 1917 and repealed by the 21st Amendment. December 5, 1933. One of the questions you mostly likely have is why was there a point to it; or maybe how it began.

Read More

Monster Beverage Corporation Essay

509 Words | 3 Pages

For this assignment, the publicly traded company that I found most interesting to study for this class was Monster Beverage Corporation. What fascinates me most about this company is how big this brand has expanded in the relative short period of time. Their nucleus for success is breaking the mold of conventional advertising and product endorsement. They have a huge vestment in extreme sports, music bands, models, athletes etc. which reaches beyond the norm of today’s companies. I found out why they chose this business strategy from their website in that they don’t only promote a product they promote a “lifestyle in a can.”

Read More

Secrete Sauce For The Cranberry's Social Media Win With Millennials

539 Words | 3 Pages

The PR case study I have chosen to write about is from PRnewsonline.com, the article is called The Secrete Sauce for the Cranberry’s Social Media Win With Millennials. This case study talks about how the Cranberry Marketing Committee wanted the cranberry to make an appearance in the holiday known as Friendsgiving. With their efforts the committee was able to continue you their campaign a second time. The reason I picked this case study is because cranberry is sauce is my favorite part of Thanksgiving.

Read More

Compare And Contrast Sports Drinks And Energy Drinks

1064 Words | 5 Pages

However, energy drinks are beverage that can affect consumer’s health. Energy drinks contain high levels of caffeine, sugar, and additional

Read More

Informative Essay On Energy Drinks

950 Words | 4 Pages

Find out the ingredients of the energy drink to see if it is healthy for you or not, then you decide if you should drink one or not. Energy Drinks have also been known for many different kinds of negative side effects and health issues regardless of age and health. In America, Americans are constantly on the go, weather it’s going to school or to work everyone always seems so busy. People seem to put sleep on the back burner and therefore have a lack of energy. The amount of sleep a person needs to get depends on their age and gender but, “for most adults, getting between seven and nine hours a night

Read More

What Are The Challenges Ivan Gullien Faces

843 Words | 4 Pages

Q.What are the challenges that Ivan Gullien faces? The major challenge faced by Ivan Gullien was the development and implementation of the strategy. This was observed in the case that the category performance was going down and there was a minimum growth within the category itself over the last five years. Other challenges may include the increase the current market for the consumption Pillsbury cookie and use of most effective marketing communication.

Read More

The Pros And Cons Of Energy Drinks

893 Words | 4 Pages

Should Energy drinks be eliminated in high school sports? Energy drinks should not be eliminated because they help your athletic performance in sports. "The topic is controversial because so many people think energy drinks are bad for you but they are really good for you in so many ways they improve your athletic ability and help you stay up in class or at night so you can study to keep up. They improve your athletic performance and make you stay awake and in focus for longer than usual" (Knighton).Although people think energy drinks are bad for you however, they improve your athletic performance. Energy drinks can help you get a better grade in school.

Read More

Drink Spiking Research Paper

866 Words | 4 Pages

At the same time, the symptoms of drink spiking depend on many factors such as the substance or mix of substances used, the dose, your size and weight and how much alcohol you have already consumed. In my case, besides the amnesia episodes, I remember of being with a depressed humor, of barely moving or talking and staring at things or people having some kind of hallucinations. I also remember of ordering lots of drinks – I guess I spent the all night at the bar – and having an unusually long hangover that lasted at least 3 days with nausea and

Read More

Starbucks Target Audience Analysis

1087 Words | 5 Pages

In order to formulate an effective ad, the target audience must always be defined and understood. Starbucks Coffee’s target audience is families with young children. There are several factors involved in determining the target audience, and that is demographic, geographic, psychographic, and consumer insights. Firstly, there are several demographic variables that are taken into account.

Read More

Argumentative Essay On Energy Drinks

1159 Words | 5 Pages

With the constantly increasing paces of everyday life the search for an energy source, capable of boosting the human body to new limits by extending its endurance, continues. In the recent years a specific product, called an energy drink, has received much publicity worldwide. The energy drink is a highly caffeinated stimulant that is able to rise the performance of the human body. Many people consider it as a refreshment after a hard day’s work. What’s more one of the most frequently used cases of energy drinks is in combination with alcohol during parties.

Read More

Kellogg's Target Audience Analysis

2943 Words | 12 Pages

In a marketing communications strategy the first objective is to identify the target audience. In the case of Kellogg’s they have two main audiences, the purchaser who is the parents and the influencer who is the children. Kellogg’s tend to have specific target audiences for each of their products. For example, Kellogg’s Corn Flakes targets families, Kellogg’s Special K targets women and/or health conscious women and Kellogg’s Coco Pops targets children.

Read More

Essay On Energy Drinks

834 Words | 4 Pages

In today 's society, if we appear to be exhausted, while knowing that we have to be on the run, we turn ourselves to energy drinks. Little do we know that every time we consume a single sip of an energy drink, we are literally creating a crucial complication towards our body. The innumerable quantities of caffeine and sugar that we devour stimulates each and every part of the body. Individuals have been replacing protein bars and other athletic beverages for real food (McCarthy). Becoming addicted to energy drinks relates to type 2 diabetes, even long-term effects such as heart issues, but most of all death.

Read More

Macro Environmental Analysis Of Nike

2130 Words | 9 Pages

Their target customers are young people in all kinds of education levels, religions, race and nationality. The occupation of their target customers could be very wide but mainly are sports player and athletics. It is because athletics are more rapidly to use sports products than other people. Their target customers are from different generations: Generation X, Generation Y. Psychographic Their target customers are people who care more about the utility and quality of the product than the price.

Read More

More about Four Loko: Alcoholic Energy Drink

Related Topics

Open Document