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)