![]() ![]() Efficient Operations / Staying lean: The founder states in his TiEcon 2013 talk (link below) that despite being one of the largest selling packaged consumer products in the world, the company limits its sales and marketing team to just 18 whereas competing firms have up to 300 people.Sampling: They held several free sampling events at work places, sports events, restaurants and bars to promote the brand.Among others, PGA Tour golfer Jim Furk and professional soccer player Oribe Peralta were also sponsored. The company chose to sponsor sports teams / personalities and their partnership with a NASCAR’s Michael Waltrip racing team and driver Clint Boyer especially helped them gain visibility. Subsequently, 5-hour energy was being sold at Kroger, Walmart, Walgreens, gas stations, drug stores and other quick mart locations. Business Partnerships: 5-hour energy convinced vitamin stores such as GNC to sell its products initially.The small size allowed the bottles to be placed near the check-out counter of stores competing with key chains, chocolates and other small items making it more likely to be picked. More importantly, a bigger bottle would be competing for cooler space with Pepsi, Coke, Gatorade etc. Packaging: The company chose a 2 ounce bottle since it didn’t want to address fatigue and thirst at the same time – in which case a larger bottle would have been used.On the other side, the customers had health concerns with the product given that it was one of the first few, if not the first, “energy shot” in the market. The energy shot, priced at $3 per bottle – which did not seem very economical for 2 ounce bottle, also had to compete with more established energy drinks such as Red Bull. ![]() Soon after its launch, 5-hour energy was fending off hundreds of knock offs with similar packaging, look and feel. Over time, given the flavorsome taste, everyone from truckers, students, and professionals started using it. It was targeted at a slightly older working demographic than other energy drinks that mostly targeted teenagers and young adults. To prevent a sugar crash, the drink was made sugar free. As per the bottle, the drink contains zero herbal supplements, B vitamins and amino acids, 4 calories and as much caffeine as a leading cup of premium coffee. Pathways to Just Digital Future Watch this tech inequality series featuring scholars, practitioners, & activistsĥ-hour energy is a 2 ounce energy shot that is available in 6 different regular flavors, 5 extra strength flavors and 1 decaf flavor. ![]()
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