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A brief overview of 5 hour energy
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5 HOUR ENERGY
Company Overview Introduced and manufactured by Living
Essentials Marketing, LLCin 2004
Leading product in “energy shot” category in America today – owns more than 90% of market
Sources:https://www.fundable.com/learn/startup-stories/5-hour-energyhttp://5hourenergy.com/
The company reports annual sales of a $1 billion dollars with net profit of about $300 million
Product comes in 2-ounce bottle with a variety of flavors and in regular, extra, and decaf formulas(shown in next slide)
Product Info
Ingredients:Vitamins – B6, B12, Niacin (B3), Folic Acid (B9)Energy Blend- Citicoline, Tyrosine,
Phenylalanine, Taurine, Malic acid, Glucuronolactone, Caffeine
Amount of Caffeine: Original (200mg), Extra (230 mg), Decaf (<6mg)
Recommended use:Take one half the bottle for moderate energy –
whole thing for maximum energyDO NOT EXCEED TWO BOTTLESUse or discard any remained within 72 hours
Sources: 5hourenergy.com
SWOT ANALYSIS
Strength Leader in it’s category
Variety of flavors
Price
Weakness Health risk - deaths linked to
product
Deceptive advertising
Not approved by FDA
Opportunities Category keeps growing
Transparency from the company
Threats Various lawsuits against the
company
Increased competition
Marketing StrategyTarget hard working and on the go adults
The marketing of energy shots generally focuses on their convenience and availability as a low-calorie "instant" energy drink that can be taken in one swallow (or "shot"), as opposed to energy drinks that encourage users to drink an entire can, which may contain 250 calories or more.
5 hour uses Mass internet marketing over multi-tiered clusters to begin branding an unknown product type; “The Energy Shot”
Also uses Sports Marketing i.e. employ number of athletes to promote the product(shown in following slides)
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