Mid-Term- Well Known Product

 5-Hour Energy 

 

  “ Hours of energy now. No crash later.” The last nine years this slogan has taken us by storm. 5-hour energy revolutionized the energy drink market. Today there are many of these energy shot brands, but finding one that really work is key. “Finding the energy for work and family responsibilities is hard enough. Throw in a second job; go back to school, or simply have a sleepless night, and you’re bound to hit the wall. So what do you do? Run for the coffee? Grab a soda? But how long does that last before you need more?” The convenience of an energy solution is here, 5-hour energy, can help you get a second wind that you need to finish your day. 5-hour energy was introduced in 2004. This is a light, effective, and sensible way to re-charge your self, without ruining your whole day.  With only 4 calories, and 50 percent less sugar than energy drinks, with the perfect blend of B-Vitamins this is your perfect get-up-and-go! It is just that; a get up and go product, small enough to fit in your pocket. This product is your day saver that can go anywhere. 5-hour energy is offered at any grocery retailer, with over ten flavors, and strengths to fit anyone’s taste.

Customers:

  5-Hour energy target market is the working adult.  This was a first in the “energy drink category” that wasn’t specifically targeting teenagers. A breath of fresh air, for adults every where. “Until afternoon naps become an accepted part of the work day you may need a little help staying sharp and alert. Coffee and soda help a little, but how long do they last before you’re back for more? But with a 5-hour Energy shot you can leave grogginess behind and sail through your day.”

Competitors:

 When this brand first started, no one anticipated a multi million-dollar product it would become. There was no major competition in the market at the time. This was a one of a kind product. This was designed for customers to have a choice of now or later. Imation is the greatest form of flattery. Since the release of 5-hour, major soft drink brands have come out with similar products of their own. These companies consist of Coca-A-Cola, Monster, Red-Bull, Arizona Ice Tea, and Pepsi. “They planned to create a package that could sit on counters, assuming a new product would just get lost in the cooler in the back of the store amid the sea of competitors.”

Standing in the market place:

 5-Hour Energy is the number one in the category of energy shots. “5-Hour Energy is now being sold at such major retailers as Dick’s Sporting Goods, The Home Depot, Kroger, and Wal-Mart. These stores have helped turn this unlikely product into a best seller worth more than US$ 300 million last year. The brand has been so successful that it was named one of “America’s Hottest Brands” for 2009 by the magazine Ad Age.” This big little shot controls 70 percent of the market place according to ad age. The way this brand does so, is it extensive $60 Million dollar advertising budget. “Just like the product itself, 5-Hour Energy’s advertising is nothing fancy. The TV ads feature testimonials from real users. “It’s an old fashioned Procter & Gamble message,” Sperber tells Ad Age. “Here’s the product, here’s the features; here’s the benefits.”

 The birth of the “2:30 feeling” 5-hour energy has created a great following with the working adult consumers. This is the go to fast acting saver we all need. “Hours of energy now. No crash later.”