Softel Ice Cream
Softel Ice Cream2011
University of Mumbai
Project: Submitted to: Rajeshree mam Presented by: Sankalp SukhatankarClass: MBA 1st year
Table of Contents
Background 4Market Structure 6Competitors 7 Ingredients 9Advantages 10Benefits 11Side effects 13
Energy Drink
Background Energy drinks are non-alcoholic beverages which are intended to provide a quick burst of high energy to the consumer. These may be prepared with a composition of methylxanthines, caffeine, natural flavors, some herbal components or specific vitamins including Vitamins B. They may also contain taurine, guarana, maltodextrin, ginseng, carnitine, inositol, glucuronolactone, creatine and ginkgobiloba. Most products include artificial sugar. The primary active component is generally caffeine. Japan and Thailand have a longer history of energy drinks and the use of caffeine has been a key ingredient in those countries. Energy drinks acting as an alternative to coffee were first introduced in Europe. The market received a significant boost when Red Bull entered the US market in 1997. After this successful market introduction, various beverage companies including Coca-Cola and Pepsi entered the market. Austria-based Red Bull remains the market leader though with an approximate market share of 65%. According to Beverage Marketing, the growth rate of this industry had been doubling every since the late 90s. The current U.S. domestic market may be approximately $4 billion, expected to grow to an estimated US $10 billion by 2010.Recent years have witnessed the emergence of several new energy drinks. They include KMX of Coca-Cola, 180 of Anheuser-Busch, Hansen's Energy, and Adrenaline Rush of PepsiCo's SoBe. Pepsi had earlier introduced AMP under the Mountain Dew brand and also Extreme Energy by Arizona Beverage Company was launched. Growth of the current worldwide market for energy drinks is estimated at 17.8%. Major producers are focusing heavily on marketing, targeting the promotion of energizing conception, result-oriented marketing and product positioning and a greater push into developing markets.
Market StructureThe primary consumers of this industry are under 35 years of age and are predominantly male. Teenager and college students are core target market segments for the manufacturers and consist of the core age group of 12 to 30. A recent survey estimates that around 35% percent of energy drink consumers are above 35 years old. Furthermore energy drinks with high sugar levels are more popular among children and women, while energy drinks with strong taste and flavor are more preferred by male consumers. Recent studies also indicated that 65% of the energy drinks market consists of male consumers.There are several types of energy drinks products. Different varieties of tea and coffee along with green tea forms one group. Second are traditional energy drinks such as Red Bull and others. In emerging market, however, several producers have introduced new products. Combining energy drinks with alcohol has resulted in new products including Hair of the Dog. Mixing energy drinks with smart drinks has also created new brand names such as NOS.
COMPETITORS: Red Bull Energy Drink Monster Energy Drink Full Throttle Energy Drink Amp Energy Drink XS Energy Drink Redline Energy Drink Rock Star Energy Drink Spark Energy Drink
Ingredients:Energy drinks generally contain methylxanthines (including caffeine), vitamin B, and herbs. Other commonly used ingredients are carbonated water, guarana, yerba mate, acai, and taurine, plus various forms of ginseng, maltodextrin, inositol, carnitine, creatine, glucuronolactone, and ginkgo biloba. Some contain high levels of sugar, and many brands offer artificially sweetened 'diet' versions. The main ingredient in most energy drinks is caffeine (often in the form of guarana or yerba mate). Caffeine is the stimulant that is found in coffee and tea.
Advantages:We have managed to throw light on some of the advantages of best energy drinks and these are: Energy drinks help to relieve fatigue when a person suffers from this problem. These liquids help to enhance the mental alertness by raising the energy levels. Some of the best energy blends help in providing herbs, minerals and other natural substances. These drinks provide much more energy that is sometimes required by body to perform strong works.
Benefits:- Increased energy. Probably one of the most obvious benefits of energy drinks is the energy boost they provide. Since it is in the form of a liquid, these drinks are quickly made available to the body and can increase energy within just a few minutes of ingestion. Decreased fatigue. The benefits of energy drinks include their ability to stimulate the body and refresh the mind. This is a good option when you've missed sleep but still need to perform well. Concentration. Many energy drinks increase concentration and overall mental functioning by providing large doses of various B vitamins, especially B12. Improved performance. The result of increasing physical performance is one of the main benefits of energy drinks appreciated by bodybuilders and other serious athletes. Supplementation. Many energy drinks provide vitamins, minerals and herbs to enhance a healthy diet. Hangovers. If you're suffering the effects of too many drinks the night before, you'll be glad to know that lessening these symptoms is another of the benefits of energy drinks. These drinks will wake you up, clear your mind and get you going the next morning much like a cup of coffee, but with more significant results. Convenience. Some energy drinks come in a powdered form. These can generally be added to bottled water, making them the perfect choice for an on-the-go drink, especially at long sporting events. Gain a competitive edge. Due to the benefits of energy drinks such as improved performance and increased energy, many people choose to consume energy drinks as a way to gain a competitive edge during athletic events. Late nights at the office. Most people have to put in extra hours at work occasionally. Unfortunately, these late nights can not only leave you feeling sluggish, they can also be less than productive due to both the physical and mental fatigue associated with extended work hours. Counteracting this fatigue is yet another of the benefits of energy drinks. Increased weight loss. Though some energy drinks contain as much sugar and calories as a can of pop, there are plenty of energy drinks available on the market that are sugar-free and low-calorie products. This, in addition to the fact that several commonly included ingredients have been found to raise the metabolism make energy drinks the perfect addition to a healthy diet plan.
Side effects: Caffeine:-Of energy drink ingredient and the side effects, but the list wouldnt be complete without it. Dizziness, irritability, nausea, nervousness, jitters. Allergic reactions can include; rash, hives, itching, difficulty breathing, tightness in the chest, swelling of the (mouth, face, lips, or tongue), diarrhea, shakiness, trouble sleeping, vomiting. Headache and severe fatigue from withdrawal. Breast shrinkage in females. Its hard to pin point a safe dose because it varies from person to person and tolerance. Between .5 grams to 1 gram in a 24 hour period will probably result in some of the above side effects.
Taurine:- As of 2008, no side effects from Taurine in energy drinks have been documented. B Vitamins:- More than 35mg of Thiamine (B3) can cause flushing of the skin. Intake of 3000mg or more can result in liver toxicity. More than 100mg of B6 can cause sensory nerve problems (burning sensation) or skin lesions. Inositol:-No known side effects have been reported, but ingesting large quantities has been linked to diarrhea. Ginseng:- * Some studies have linked it to sleeplessness, while others refute this. * Other possible symptoms include; nausea, diarrhea, headaches, nose bleed, high blood pressure, low blood pressure, and breast pain. Glucuronolactone:While no side effects have been reported theres still debate on its safety which has lead Canada, England, Germany, and France from allowing it in non-prescription products. Artificial sweeteners:If you like the sugar-free variety there is ongoing debate over the safety of these. Heres good article from diet-blog on the subject. Ginkgo Biloba: Nausea , vomiting, diarrhea, headaches, dizziness, heart palpitations, and restlessness. Can interact with other medication such as blood thinners and anti- depressants.
L-Carnitine:Vomiting , nausea, headache, diarrhea, stuffy nose, restlessness and sleeping difficulty.Its important to note with these energy drink side effects that many ingredients have similar negative effects, so with much of the information being anecdotal from patients its hard to say which ingredient actually caused the problems if the patient was ingesting several combinations of these at one time.I think, overall, the evidence supports the safety of energy drinks within the context of moderation and knowing your body i.e. allergies, tolerance etc. If you drink responsibly you most likely will avoid energy drink side effects.
Caution:- Energy Drinks Should Not Be Mixed With Alcohol. But there are some controversies in that because Red Bull and vodka has become a popular mixed drink at bars because it has a reputation for reducing the depressant effects of alcohol (e.g. fatigue) while enhancing the "feel good" buzz. But while people may not feel impaired, their blood alcohol concentration is still high. People may consume larger amounts of alcohol as a result.A study compared the effects of alcohol alone to an alcohol plus energy drink combination. Researchers found that the alcohol plus energy drink significantly reduced subjective alcohol-related symptoms such as headache, weakness, dry mouth, and impairment of motor coordination, even though breath alcohol concentration and objective tests of motor coordination and reaction time didn't reflect this.The caffeine in energy drinks is also dehydrating, which may slow the body's ability to metabolize alcohol.
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