AMP ENERGY DRINK Essay Example | Topics and Well Written Essays - 1000 words

AMP ENERGY DRINK - Essay Example In the starting of year 2007, they lured their consumers with an added flavor of cherry. AMP Energy was again in the news in March 2008 with the launch of three new line extensions; AMP Energy Elevate, AMP Energy Relaunch and AMP Energy Traction. AMP Energy Relaunch is studded with a pinch of orange citrus flavor, Electrolytes and B-vitamins. AMP Energy Traction will provide soothe with grape flavor, Maltodextrin and D-ribose. Where as AMP Energy Elevate contains a mixed berry flavor and L-Theanine. These products are available on the stores in the packing of 16 oz. single-serve cans. AMP Energy Relaunch is also available in 16 oz. 4-packs. CCL Container and Mistic Brands, Inc. came together for the national launch of Mistic R and for the first time, recyclable aluminum bottle was used. Then onwards, many energy drinks have started using aluminum bottle cans produced by CCL. According to Carolyn Green in "Power Up", the primary consumers of this segment of beverages are below 30-35 years of age and are predominantly male. Teenagers and students are major target market elements for the companies and fall in the age group of 12 to 30 years (Green, 2006). Also, as per the reports, high sugar level energy drinks are comparatively more popular among children and women, contrary to the strong taste and flavor energy drinks which are preferred mainly by male consumers. Around 65% of the energy drinks market comprises of male consumers. A large number of energy drinks products are available in the market. The first group consists of various tea and coffee with green tea. The next group consists of traditional energy drinks like Red Bull and few others. A number of experiments have been carried out in this emerging segment of beverage market like the combination of energy drinks with alcohol like "Hair of the Dog". Also, the combination of energy drinks and smart drinks has struck the market with brands like NOS. In U.S., energy drinks were introduced in the year 1997 with the entrance of Red Bull (Malinauskas et. al, 2007). The energy drink market reached around $4001 million per fiscal year by 2001. The market valuation in 2005 was around $42 billion. The entire energy drink concept was created in Japan in early 1960s with the creation of Lipovitan. The major market regions of the energy drinks industry, according to a 2004 survey are (Marketing research, Researchwikis): Geography Market Share (%) Asia Pacific 58.1% North America 14.7% Marketing Objective and Communication Objective Dale Earnhardt Jr. is also proved to be beneficial for Amp promotions. His constant performance is acting as the thrust to this brand. Amp has featured him in ads, limited edition cans and has also created a promo where around 70,000 consumers can autograph his car. As per the reports, the soft drink market is worth around $56 billion with the sports drink market of around $4 billion. This segment is recording an annual growth of

Discussion board forum Assignment Example | Topics and Well Written Essays - 500 words

Discussion board forum - Assignment Example Advertisement policy for target recruitment strategy can be denoted by certain population as fair. Some of valid reasons behind the implementation of target recruiting strategy are recruitment of the special KSAOs, attract employees who are passive, making further relationship with the former employees and filling the diversity gaps in the organization. But the reality is that targeted recruitment can help organization to bring diversity in the workplace. This resembles the fact that the targeting recruiting strategy is unfair regardless of its minimal advantage to bring diversity. Some of the organization provide target recruitment message by taking in to consideration gender and minorities. The system is regarded as unfair when certain member of the community is targeted exclusively. The fairness of the message to target member denies providing equal opportunity to the other groups of people who do not have the chance to view the message (Gatewood, 2010). Organization may sometimes target particular groups who may be more mature workers. This creates a sense of unfairness on the mind of other groups of people who thinks that they are been ignored and can lead to demotivation. Every employee has the right to vie the necessary requirement for the job. Every workplace must be diverse and reduce the poor performance of the employee. Targeting recruitment strategy can take much longer time and could eventually cost more than that of normal recruitment strategy. This can also lessen the morale of the employee which can rather lead to less in productivity. Bias on one age group can create a sense of negative motivation on the employees. The application of target recruitment strategy can create a sense of inflexibility among the employee. Every organization must implement change management in the organization to sustain in the