I think Red Bull was the first successful energy drink in the market.

But afterward companies realize that it is a very big market of those people who like energy drinks. So other companies also jumped in to share their part. Recently we have seen many companies in Pakistan, like Pepsi and Shezan, who have jumped in energy drinks business. One thing is common in all energy drinks that they are costly then other drinks; juices, malt, carbohydrate drinks etc. They have a special market which is increasing day by day. I havent seen a shift of people from their regular drink to energy drink but it acts as an add on in drink list. However some people prefer to go for energy drinks only. After lots of energy drinks in market, all are trying to compete each other in any way possible. They are trying to give a better taste because taste is the most prominent change in these energy drinks. Taste is not acceptable in mass market, however many are trying now to increase their market share by giving a different taste. Second thing is their price, they are trying to reduce the price to gather a larger share like a big company Pepsi have introduced their energy drink Sting in just Rs. 60/- as compare to Red Bull the most famous energy drink costs above Rs. 100/- Thirdly they are working on distribution, trying to make their drinks available in all parts of the city, in every shop. Few energy drinks have different strategy to remain with their specific market Red Bull

The most famous energy drink in the market. It was the first one to introduce energy drinks in Pakistani market. Red Bull kept its price high and remain with their specific market they target. Their price is Rs. 125/- which makes it the most expensive energy drink in the market. I

t is mostly available in posh areas of the city in start. Afterward there is a big change that they seek through an other interesting market and start to supply their bottles to Pan wala shops which was not bad at all. People over there start trying it and I think that idea didnt catch by mass market because its hard to see Red Bull at Pan wali dukan anymore. They have shifted to Pepsis Sting. I dont like their taste much because it seems to me that Im drinking any cough syrup. Though who are fan of Red Bull taunt to all other available energy drinks in market that they have sweeter taste. Booster is a German energy drink brand. It attracts one from the start as one looks to its packing. Like all other energy drinks available in long think tin packs, this is available in small, fat plastic bottle. Its packing is different from all energy drinks in the market so it appeals you at the first place. Second important thing is its price, it is one of the cheapest energy drink in market after Ozo. But this is an imported drink which is based in Germany so people would likely to trust the quality of drink. It is of Rs. 50/- but if one buy it from super stores or whole sale market then one might also get it at the price of Rs. 45/Ive seen this rates in Hyperstar. Third interesting thing about Booster is its awesome taste. This was the first energy drinks which makes a good impression of whole industry in my mind. Earlier Ive tried Red Bull only and I thought that all energy drinks would be like cough syrup. Its unique bottle design calls me to try it for once and then I become a regular customer of it for as long as Pepsicos Sting jumped in. Ive also compared Booster with Red Bull in my view.

Ozo There are two kind of energy drinks in the market. One is the red family and other is the yellow family. Red family has its own taste and there are very few in this, for instance only Red Bull and red Sting. All other energy drinks in market are from yellow family which has almost a same taste with little variations. Variations

are like less sweet or more. Yellow Sting, Booster, Power Full, etc. all came in yellow family. Ozo can be also count in yellow family but it has a little different taste. Most important thing about this energy drink is that is is available in few stores only, they have low distribution cycle which makes it hard to find. It is also in different bottle rather than typical energy drinks thin and large tins. This is available in green glass small size bottle with a plastic cap. Taste of this drink is acceptable but I havent tried it more because of its availability. Many times Ive thought to drink this but I didnt find it in any store. This is the cheapest energy drink in the market till now which costs Rs. 45/- in retail market. If they work on the availability of this drink then it could become beneficial for the company. Power Full is also a new energy drink in market. I guess they all have started this year except few like Red Bull, Booster and Ozo which were available last year too. Red Bull would be the oldest one but new energy drinks are taking their share and at one side they are reducing the share of Red Bull but at the other side they are creating a larger market for energy drink users. Power Full promote their energy drink through road hoardings and I thought to give it a try. Its bottle didnt attract me a lot but its red color on tin indicates me that it would be something like Red Bull. After opening the can I came to know that it is from the yellow family and after taking a sip I came to know that its taste is like Booster. However it is less sweeter than Booster and people might like to have this instead of Booster. But its price is Rs. 80/ - and for me sweet is good. I would prefer Booster on Power Full. Though some people like Power Full experience and it kept them awake for whole night. If it serves the meaning of energy drinks then it could remain in the market otherwise I dont see its space after lot of others with better efficiency and taste.

Speed

After seeing lot of potential in energy drinks market, Shezan also introduced its energy drink with the name of Speed. Their packing is cool and I was looking for something different. Plus their price was like of Red Bull, I bought it for Rs. 120/whereas new energy drinks have tried to beat the prices. Speed has kept its price above which might attracts people about its quality and uniqueness. Well I tried it and found it out the typical yellow flavor energy drink like others mentioned above. Neither the taste is new nor the low prices. It would be only one time try and then shift to other international brand like Booster which is giving same quality but in less rates, less than Speeds half price. Though one person share his experience with Speed that he remain fresh whole night after having this drink.

Recently Pepsi introduced their energy drink in Pakistan with the name of Sting. They must have came in the market after lot of research. They checked the loop holes in energy drinks market and try to fix it from the product. Earlier energy drinks was considered as a sour drink which people take to energize themselves and to wake up late at night. Sting has add better taste in it. They have made it full of flavor with ingredients of energy drinks as well. People in large loves it taste and most of them have started drinking energy drinks after the arrival of Sting; count me in too. They have introduced two flavors in energy drinks which I believe compete all energy drinks available in market. For competing Red Bull they have introduced their red berry flavor in red can. Taste is awesome and that is my favorite flavor energy drink. For all others who used yellow color and have their own specific taste, Sting yellow is exactly the same, might be little better in flavor. Most important about Sting to catch the mass market is its rates. They are one of the cheapest energy drink in the market except a few like Booster and Ozo. Sting can is of Rs. 60/- If a less price energy drink came in market, people would think about its quality and might not go for it. But when a big company like Pepsico

came up with energy drink, whether its price low, people wont question about i ts quality. Other Energy Drinks After these famous energy drinks in Pakistan which I mentioned above there are many others. Above drinks are available at most of the stores but some drinks are available only in few stores. Even Ive seen few only in one store, I dont know where they distribute their drinks. In this we have Shark energy drink, Power Horse energy drink etc. these are mostly from the yellow family. I guess it would be easy to make a drink of yellow family thats why everyone came up with this. If you are a energy drink user then let me know your favorite and tell why

RESEARCH METHODS FINAL PROJECT Awareness of Energy Drinks'Effects "Being a final project report presented in part requirement for Research MethodsTechniques in Bachelors of Business Information and Technology at the University of Management and Technology Lahore." Presented by: Arslan Javaid 050804001 Sana Tahir 050804022 Amber Dilshad 050804024Presented to: Mr. Manqoosh ul Rahman "We declare that this report is, in entirely our own work, that it has not previously been presented, in whole or part, for any other award, or published, in whole or part,elsewhere." Arsalan JavaidSana Tahir

Due to the fast growing environment the trends are changing continuously and peopleare trying to follow the western culture rapidly. Use of energy drinks is also part of this culture. With the passage of time usage of energy drinks is increasing in Pakistan.Male and female both are using energy drinks now. Energy drinks got their own sideeffects as well. These circumstances motivated team members to study the awarenessabout and the side effects of energy drinks among the university people. Generally they include a combination of methylxanthines(includingcaffeine), Bvitamins, andherbalingredients. Other ingredients commonly includeguarana(extracts from the guarana plant) or taurineplus various forms of ginseng, maltodextrin, inositol, carnitine, creatine, glucuronolactoneandginkgo biloba.Somecontain high levels of sugar, while most brands also offer an artificially sweetenedversion. The central ingredient in most energy drinks iscaffeine, the same stimulantfound incoffeeor tea, often in the form of guarana(as inJosta) or yerba mate.The average 237 ml (8 fl. oz.) energy drink has about 80mg of caffeine, about thesame amount as a weak cup of coffee, with 480 ml (16 fl. oz.) drinks containingaround 150mg, although recent drinks have created a stir by containing as much as300mg of caffeine. These drinks are typically marketed to young people, and people'on the go.' Approximately 65% percent of energy drink users are under the age of 35years old, with males representing approximately 65% of the market

http://www.scribd.com/doc/16648974/Energy-drinks-in-pakistan

TRENDS

Red Bull continues to dominate energy drinks in Pakistan despite the efforts of several local manufacturers to tap into the high levels of nascent demand in the category by offering lower priced alternatives and superior products at similar prices. Red Bull has made the most of its international allure and the recent success of the Red Bull branded Formula One racing team, building successful advertising campaigns and below-the-line marketing campaigns across Pakistan, building very strong distribution networks and supplying retailers with customised and heavily branded Red Bull display fridges, allowing the brand to maintain its very strong position in energy drinks in Pakistan.

COMPETITIVE LANDSCAPE

Red Bull FZE Asia led sports and energy drinks in Pakistan in 2012 with a 63% off-trade volume share. The companys position was bolstered by the presence of Red Bull branded display fridges in many retail outlets as well as the brands strong marketing presence at important youth-related events and the first mover advantage that the company has enjoyed since it became the first brand to offer energy drinks in Pakistan.

PROSPECTS

The popularity of sports and energy drinks in Pakistan is increasing due to rising consumer awareness and increasingly wide distribution and, as such, during the forecast period, largely untapped areas in Pakistans urban centres are likely to be targeted with more comprehensive retail distribution. Sports and energy drinks are not considered to be household products and for this reason a major shift in marketing dynamics is likely to be seen in the category during the forecast period.