Conveying the business message of a new product in an organization seems to be costly but it is a part of product marketing. Once a new product is released to the market in an honoured way, the entire world gets interested in the product. Many people in the marketplace try to figure out the better part of the product related to others of the kind. In the process of testing, they get hooked by some added factors in the product. Hence, the new product gets some customers immediately after launching. This paper will examine a worthwhile product that a company can invest capital resource in and sell well globally. The paper also seeks to find the best marketing approaches to different audiences in the global market highlighting the importance of the audience and different tactics instilled to establish credibility. The paper will also choose an appropriate channel for delivering the message in the marketplace and elaborate how the channel is effective on different message based on context audience and the purpose. Notably, a new product or service will do well in the global environment if there is the effective business message conveyed using an effective channel to the audience.
In essence, energy drinks have been doing exemplary well in the global market in recent past. Energy drinks such as Red Bull, Monster, and Rockstar have done well in the global market since the market for energy drinks is broad. Producing and packaging of this product is not expensive and hence is a good venture. Many people in the world like using energy drinks because it is characterized by desired qualities such as improvement of energy which gives its name and which is given by use of carbohydrates in form of sugar and some vitamins, helps in weight loss which has become problematic to many people in the world, helps in increasing endurance by use of caffeine which is the main ingredient, and improve concentration which is too associated with caffeine. Therefore, the drink will have some market once it is launched because the already existing energy drinks have not exhausted the market. Some of the main ingredients used in the making of energy drink to give the desired qualities are majorly caffeine. In addition, many energy drinks contain extracts from guarana plant which gives a similar effect to caffeine, then the amino acid taurine, carbohydrates in the form of sugar for energy building, and vitamins (Giles, Mahoney, Brunyé, Gardony, Taylor, & Kanarek, 2012). Notably, energy drinks should not have any alcohol content. The main ingredients should be combined in the right amounts to manufacture the desired drink that will gain market fast replacing other energy drinks in the market. I believe this product is worthwhile to invest capital resources in because there is a promising market if the company does some extra advertisement than the already existing companies. Notably, Energy drinks are still a developing industry in which a diverse range of new and innovative products will be seen in the years to come.
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Remarkably, this product targets the whole world population. The un-alcoholic part of the drink makes it suitable for anybody. However, there is the main target group that consume energy drinks than others. These groups of people are the ones we are going to approach more and to advertise the product more. In the introduction of the first energy drink in the market, the main target groups were athletes and sports people. However, as the market broadened, the market demand changed and everybody started taking energy drinks. Currently, research shows that the main consumers of energy drinks are adolescent youths and other youths between the age of eighteen and thirty-five. This group of people have increased the market broadly making it hard for beverage companies to cover the need for energy drinks. Other companies have even now opted to specialize and target a certain subgroup of people in the society to improve sales. For example, Del Monte in 2007 released an energy drink directed purposely for women. Other companies such as Lucozade have also decided to produce energy drinks for a specific group such as Lucozade sport which is meant for sports people only (Heckman, Sherry, Mejia, & Gonzalez, 2010). Our product will aim the entire market to begin with. However, we will consider producing others with a specific target in future. Considering the main problem affecting many people in the world especially the United States, we can include the factor that it is best for diabetic people. Although it will sell to the whole population, it will also enable us to tap the diabetic people who are not served by other energy drinks. Every audience is important to the company because their interest is the company's interest and their buying will accrue the company profit.
The targeted audience is very important as the company will know where to advertise more. The company will also know how to brand their cans so that the target group will be appealed by the appearance. Approaching the audience only requires the company to understand the need for the group. For instance, youths need energy drinks to try to increase their energy and to have fun. Therefore, the company should include that in their advertisement. Also, many youths receive the message via the online platform. Hence, the company should consider online advertisement and open websites where youths can find information. On the other hand, diabetic people are mainly young and older adults. The added characteristic that the energy drink is good for consumption by diabetic people should be included in the canning. Also, this audience needs more of explanation and are not prone to social media (Emond, Sargent, & Gilbert-Diamond, 2015). Therefore, there is a need for other forms of advertisements such as billboards and burners. Also, television and radio advertisement can reach them effectively.
Remarkably, to maintain in the growing market, the company is expected to maintain credibility at all cost. The best way to maintain credibility is by earning customers trust. This will be achieved by offering quality product always. The company should also create a good relationship with customers which will increase trust. In essence, the company should listen and act on demand of customers to meet their will. This will help increase customers as they will find the company concerned. Where the company finds hard to effect change as clients demand, their personnel's should explain to customers in details why they cannot effect the desired change. This marks the reason for selected channels for message delivery (Emond, Sargent, & Gilbert-Diamond, 2015). We chose ways that are appropriate for every audience and channels that audience can give their response to the product and give remarks. By this way, the company will know areas to improve and the market to target more. To sum up the discussion, the energy drink is a good product to invest capital resources in and can do very well of the recommended channels to deliver the message can be incorporated.
References
Emond, J. A., Sargent, J. D., & Gilbert-Diamond, D. (2015). Patterns of energy drink advertising over US television networks. Journal of nutrition education and behavior, 47(2), 120-126.
Giles, G. E., Mahoney, C. R., Brunyé, T. T., Gardony, A. L., Taylor, H. A., & Kanarek, R. B. (2012). Differential cognitive effects of energy drink ingredients: caffeine, taurine, and glucose. Pharmacology Biochemistry and Behavior, 102(4), 569-577.
Heckman, M. A., Sherry, K., Mejia, D., & Gonzalez, E. (2010). Energy drinks: an assessment of their market size, consumer demographics, ingredient profile, functionality, and regulations in the United States. Comprehensive Reviews in food science and food safety, 9(3), 303-317
