Marketing Research Group Project

VS.

David Wood

Lundun McCall-Mazza

Ben Black

Matt Nault

Nicole Andry

~ Marketing I / Period 3 / Mr. Adam / June 5th, 2009 ~

(Actual Advertising Campaign)

Initial Energy Drink Survey1. Gender? Male/Female

2. Grade? 9/10/11/12/Adult

3. Do you drink energy drinks? Yes/no/sometimes

4. Which one(s) do you drink? Monster / Rockstar / Red Bull / Amp / Other

5. How often do you drink an energy drink? More than once a day / Once a day / Every other day / About once a week / Other

6. Why do you drink energy drinks? Energy / taste / rush / like it / other7. Do you believe energy drinks help you get a “jump start” and give you

energy?8. Where do you buy your energy drinks? Stop & Shop / CVS / convenient

store / Walgreens / Other9. How do you usually buy them? Individually / Packages10. How much money do you spend on energy drinks in a week? <$5 / 5-

10 / 10 – 20 / $20+11. In a taste test, do you think you would be able to pick out your favorite

energy drink? Yes / No / Maybe!

Initial Energy Drink Survey: Results

Question #3: Do you drink energy drinks?

No55%

Yes45%

Question #4: Which one(s) do you drink?

Monster37%

Red Bull23%

Other25%

Amp10%

Rockstar5%

Question #5: How often do you drink an energy drink?

More than once a day6%

Once a day6%

Every other day6%

About once a week35%

Other47%

Question #6: Why do you drink energy drinks?

Energy32%

Taste22%

Rush13%

Other26%

Question #7: Do you believe energy drinks help you get a "jump start" and give you energy?

Yes57%

No43%

Question #8: Where do you buy energy drinks?

Wallgreens1%

Other18%

Convienent store15% CVS

42%

Stop & Shop24%

Question #9: How do you usually buy them?

Packages23%

Individually77%

Question #10: How much money do you spend on energy drinks in a week?

$20+0%

$5-$1017%

$10-$205%

<$578%

Question #11: In a taste test, do you think you would be able to pick out your favorite energy drink?

Yes66%

Maybe21%

No13%

Initial Survey: Results Analysis

• Of all respondents that drink energy drinks, the majority consume Monster (37%), followed by Other (25%), Red Bull (23%), Amp (10%), and Rockstar (5%)

• 32% of respondents drink them for energy, 22% for taste, 13% for the rush, 7% because they like it, and 26% for another reason

• 57% of students said that energy drinks do what they are supposed to do and give them energy, 43% said they did not get a “jump start” from these energy drinks

• The majority (42%) buy their energy drinks from CVS and 77% buy them individually

• 78% of all respondents said they spend less then $5 per week on energy drinks

• 66% of respondents were confident that they could pick out their favorite energy drink in a taste said, while 21% said they might be able to and 13% said they definitely could not

Taste Test SurveyRHS Student Center, May 28 - 29

(A / B)• Which tasted better?• Which looks more expensive?• Which color do you prefer?• Which do you think will give you energy faster?• Which do you think will give you more energy today?• Which one do you think has more sugar?• Which one do you think is healthier?• Which could you drink more of?• Are the two tastes distinct from one another? (Yes / No)• Which one is the Red Bull?

Taste Test Survey: ResultsRHS Student Center, May 28 - 29

Second Survey / Taste Test:Results Analysis

• 67% of respondents said that Monster tasted better, 33% said Red Bull had the better taste

• 57% respondents said that Monster would give them energy faster, compared to 43% for Red Bull

• 98% said that the two tastes of Monster and Red Bull were distinct from each other, only 2% said they were the same

• 66% of respondents CORRECTLY guessed that Red Bull was the drink labeled “B”, 33% guessed incorrectly, saying that drink “A” was Red Bull

Final Analysis & ConclusionFirst Survey

• The first survey was a bit of a hassle to give out. It took very long to read off our answer choices. Students sometimes lost interest and attention. Also, some question options were vague and weren’t specific enough for a difference in data. We could make the survey shorter and more to the point. We should have handed out little slips, so kids could see all of the answers at once. Also, kids seemed to go along with the answers their friends said. Some freshman were embarrassed to be the only one that did something. We could also make our presentation more interesting for when we went in. We got answers by walking throughout the school; We went into classes and asked kids in the student center, library, and halls. The teachers who were glad to let us survey his or her class were Mrs. Fennel, Mrs. McDonald, Mrs. Thomas, Mr. Yagid, Ms. Dejulio, and Mr. Nessel. We were very thankful.

Final Analysis & ConclusionSecond Survey / Taste Test

• We would have made a couple changes to the second survey. Problems in conducting the survey and taste test in the student center were that many kids were out of control. Because of the high cost and the fact energy drinks seem to work (we’ve found), kids were desperate for a few cups worth. Kids would run over and steal cups, or at least try to take the survey multiple times. This could be because of the ban of caffienated soda’s in schools.

• We should have kept this more under control – possibly by putting up barriers and making a single file line. Also, kids were in a rush to get to the other 6 tables of surveys. Their survey answers were rushed and may not have had the most thought. We could have made the surveys shorter, as some questions were redundant. We can’t blame them, but we’ve learned valuable lessons on handling high school kids.

Final Analysis & ConclusionThe Project

• Overall, this was probably the most fun project we’ve had to do in high school. It really incorporated all of the functions of a real life business situation. We conducted actual market research and analyzed the data. Our conclusions told us a lot about our main question, the differences between Monster and Red Bull – the leading energy drinks. We wanted to find out if kids could actually tell the difference.

• If we could change anything about the project, the required survey length could be a bit shorter. Also, the student center set-up could be a little more controlled. It’s hard to guard all of the sides of a circular table (there’s an infinite amount).

• I like how we’re making this powerpoint presentation. We’ve tried to make it as appealing as possible, while clearly getting our message and findings across. We’re getting a chance to simulate real-world situations. It’s great practice!