Marketing and Advertising of Energy Drink: A Case Study Analysis

This report delves into the marketing and ethical considerations of an energy drink targeting developing countries. It examines the potential impact of an advertising campaign promising sustained energy on low and middle-income families, exploring the ethical and social responsibilities associated with promoting such a product to those who may struggle with food security. The report analyzes the benefits of the energy drink for children and youth and proposes a marketing strategy for a marketing manager, involving school campaigns, media outreach, and highlighting the nutritional value of the drink. It references relevant literature, such as studies on energy drink consumption and marketing, as well as the impact of social media marketing on adolescents. The report provides a comprehensive overview of the challenges and opportunities associated with marketing energy drinks in resource-constrained environments, emphasizing the importance of ethical considerations and responsible advertising practices.

Running Head: MARKETING AND ADVERTISING OF AN ENERGY DRINK
MARKETING AND ADVERTISING OF AN ENERGY DRINK
Name of the Student
Name of the University
Author Note

1MARKETING AND ADVERTISING OF AN ENERGY DRINK
1. Discuss what effect an advertising campaign touting how “the boost of
energy from Energyshot will last the whole day!” will impact these
lesser developed countries?
As the effects of the advertising campaign the low as well as middle income
families will be eager to purchase the product as the advertising will create a perception
that they do not have to spend for 4 times meal a day consisting of expensive food and
milk, rather they will be able to stay healthy and fit through a cheaper and smarter way,
by simply having this energy drinking-‘Energyshot’ (Stacey, et al., 2017).
2. What are the ethical and social responsibility ramifications of a
populace too poor to afford much food using this drink instead?
According to the ethical as well as social perspective, it can be stated that, food as
well as milk is expensive in the countries like Honduras as well as Haiti, often people
belonging to the low-income group, or, lower economic strata, in such under developed
countries can not afford enough food or milk. This results into the increasing number of
people, especially children suffering from mal nutrition. In other words, mal nutrition is
one of the major issue that the people below the stipulated poverty level are suffering
from. Again, the overall Gross Domestic Product is substantially low in such under
developed countries, often middle income families cannot support the higher education of
their youths. Hence, often youths have to work in stores to finance their studies. This
often results into insufficient meals and lack of sleep. As the study and work the whole
day they take meals two times and do not have separate time to eat fruits and drink milk.
In both the cases if low-income family’s’ children as well as youths from middle income

2MARKETING AND ADVERTISING OF AN ENERGY DRINK
families are provided with such a less expensive energy drink, each day, which is
enriched with nutrients equivalent to a glass of milk, fruits and vegetables a person
should intake everyday; then the requirement for necessary nutrients will be met easily
which will not be heavy on their pockets. Hence, this energy drink will lighter the burden
of necessary expense for lower and middle income families. This is the ethical
consequence. Further, school children do not have to carry an additional bag for tiffin, as
they will receive major health nutrients by simply drinking ‘Energyshorts’.
3. What would you do as the marketing manager for this drink for these
countries?
As a marketing manager I will tie up community schools and schools at remote
location of the respective countries and arrange health campaign in which parents of the
students, media will be invited. There, as the representative of the company I will
demonstrate the nutrients a child will received simply by drinking the health drink
regularly which is equivalent to a glass of milk fresh vegetables and fruits intake
everyday. This campaign will be broadcasted over television. Thus marketing will be
done using electronic media (Williams, 2013).

3MARKETING AND ADVERTISING OF AN ENERGY DRINK
References:
Stacey, N., van Walbeek, C., Maboshe, M., Tugendhaft, A., & Hofman, K. (2017). Energy drink
consumption and marketing in South Africa. Preventive medicine, 105, S32-S36.
Williams, S. (2013). Action needed to combat food and drink companies' social media marketing
to adolescents. Perspectives in public health, 133(3), 146.