1. Enerzen Knights •Kyle Butler •Brandon Chestnut •Brooke Maher
•Caroline Skahn
•Garrett Spinneweber
Group Project Presentation, Spring 2016
for Dr. Desiraju’s MAR 3613 Class

2. MANAGEMENT DECISION PROBLEM
Marketing Action 1:
Use outbound marketing to promote the Enerzen brand and beverage company
Marketing Action 2:
Use inbound marketing to promote the Enerzen brand and beverage company
Selection Difficulty due to:
Confusing target market(s)
Unsure which action will have a better reach
Unclear turnover rates

3. FINDINGS FROM THE LIBRARY/INTERNET
Increase in energy drink consumption
Decrease in soda/carbonated beverages
Health a huge factor
Competitive Market
Difficult to bring in new brands
Partnerships and sponsorships
Supplementary ingredients on the rise

4. Energy Drink Findings
Why students drink energy drinks /What common effects happen after consumption of energy drinks /Why they begin in the first place

5. DISCUSSION WITH AN EXPERT
WHO: Franz Valencia - Founder/President of Enerzen
WHERE: Blackstone Launchpad
WHEN: Wednesday, February 17th 4PM-5:30PM

6. FINDINGS FROM THE EXPERTS
Enerzen History
Competition
Target Market
Assumptions

9. MARKETING RESEARCH PROBLEM
Umbrella Question:
Which marketing campaign will have the most relative effectiveness, inbound marketing or outbound marketing when trying to enter the Orlando market for energy drinks? VS

10. FIRST FOCUS GROUP INTERVIEW
Conducted on Monday April 11, 2016 from 6:09PM - 8:12 PM
• The interview lasted 123 minutes
• Held in Ashington at Brandon Chestnut’s House
• Used Brandon’s Cannon 5D MKIII (backup equipment was: Caroline’s Nikon D5000)
• 6 students (1 males, 5 females)
• Everyone lived close to the UCF Area
• Incentive we gave for participation: Food

11. DISCUSSION GUIDE (FOR THE FIRST FOCUS GROUP)
Introduction
Rules of Focus Group
Topic 1: General questions regarding sports and energy drinks
Enerzen
Sports drinks
Energy drinks
Topic 2: General marketing-specific questions
How they were introduced to these beverages

12. Topic 3: Inbound marketing
Social media
Friends
Community
Topic 4: Outbound marketing
Billboards
Commercials
Radio

13. Topic 5: Prices
Importance to consumers
Effect on purchasing
Focus of purchases
Topic 6: Health
Awareness

14. FINDINGS FROM THE FIRST FOCUS GROUP
“I don’t drink energy drinks”
“Social media is the best way to advertise this drink”
“Relatability is key to marketing”
“Focus on one target market, not three”
Advertise using the military component

15. SECOND FOCUS GROUP INTERVIEW
Conducted on Friday April 15, 2016 from 2:11PM - 3:06PM
• The interview lasted 56 minutes
• Held in BA2 Room 221
• Used PSP Camera Equipment built into the room (Backup equipment was Kyle’s GoPro)
• 6 students (1 female, 5 males)
• Everyone lived close to the UCF Area
• Incentive we gave for participation: Chipotle, Pizza, Helped with other groups

16. THE MODIFIED DISCUSSION GUIDE (FOR THE SECOND FOCUS GROUP INTERVIEW)
Introduction:
Explanation of Focus group
Topic 1: General Questions
Energy Drinks
Sports Drinks

17. Topic 2: Market Specific Questions
Competitor Brands
Social Media
Advertisements
Topic 3: Inbound Marketing
Social Media & AD Campaigns
Topic 4: Outbound Marketing
Billboards
Sponsors
Samples

18. Topic 5: Pricing
Competitors
Price
Topic 6: Health
Concerns

19. FINDINGS FROM THE SECOND INTERVIEW
“I don’t drink energy drinks”
“Celebrity advertising is key with social media”
“Relate to consumers by telling a story”
“ Focus on one market”

20. LIMITATIONS New brand was difficult to work with
Not much information available on Enerzen
Focus Group 1 uninterested in energy drinks
Focus group 2 uninterested in energy drinks

21. RECOMMENDATIONS Focus on social media
Get Rid of the word “Tranquility” on branding
Give more free samples
Focus on 1 Target Market
Create more flavors
Create cohesive instagram/twitter/facebook

22. DISCUSSION GUIDE 1 GENERAL QUESTIONS
Have any of you heard of Enerzen before?
What is the first energy drink that comes to your mind?
What is the first sports drink that comes to your mind?
Do you have a preference on what type of energy drink you consume?
Do you have a preference on what type of sports drink you consume?
Do you drink energy drinks or sports drinks more often?
How do you feel about caffeine within your energy drink?
What are your thoughts on a drink to improve your sports performance?
How do you prefer to stay hydrated?
When you were first introduced were you given a taste test of this drink?
Do you drink energy drinks for the taste or for the energy factor?
Were you introduced to energy drinks or sports drinks in your family or friend circles?
How influenced by your friends are you when it comes to drinks?
What makes you come to actually purchasing an energy drink after wanting one for a while?
How many energy drinks do you usually consume in a given day?

23. MARKETING SPECIFIC QUESTIONS
How did you first hear about gatorade or powerade?
Redbull?
Rockstar?
5 hour Energy?
Do you follow any energy/sports drink companies on social media platforms? If so which drinks and which platforms?
Why do you follow these accounts?
What is your most favorite and least favorite part about these accounts?
Do you follow other food or beverage accounts on social media in general? If so which, and why?
Have you ever seen a billboard for a beverage company?
Did the billboard result in you researching that beverage, and or buying that beverage?
Have you bought an energy drink due to an advertisement?

24. INBOUND MARKETING QUESTIONS
How engaged are you on social media with Energy drink brands?
Enerzen is on the forefront of non-caffeine energy drinks within this industry, do you prefer to follow a brand that is traditional or more progressive in their recipe?
Do you like to read blogs pertain to sports/ and energy drinks and does that make you more inclined to try Enerzen?
If Enerzen would host a sports event highlighting their product, would you attempt to learn more?
Do facebook ads annoy you or do you like how facebook knows what you’ve been looking at online?
Do you click on sponsored facebook ads usually on your timeline?
Are you influenced by what your friends are drinking
What do most of your friends drink? What do you drink? In regards to energy drinks..

25. OUTBOUND MARKETING QUESTIONS
How likely are you to buy an energy drink if you see it on a billboard?
How often do you purchase a new drink based on a commercial you've seen?
Have you ever heard of a drink being promoted on a radio station?
If you are at an event, how often do you check out the sponsorship tables? What guides your decision-making?
Do you even notice who sponsors certain events?
Would you say free-samples are something that you are interested in?
Do these free samples usually cause you to buy more of that product?

26. PRICING AND DISCOUNT QUESTIONS
How much does price affect your decision to buy energy drinks
If Enerzen was on sale, and cost less than all competitors, how likely would you be to try it had you not ever heard of it before?
What is an average price you are willing to pay for an energy drink?
What is the most you would be willing to pay for Enerzen?
Would you take the time to do a mail-in rebate for enerzen if it were free
What do you spend the most money on when it comes to beverages? Coffee, Soda etc.

27. HEALTH
Do you look at calories before you buy drinks?
How much does the health factor affect which beverages you purchase?
What do you know about energy drinks and health side effects in general?
What do you think is the healthiest sports drink or energy drink?
Do you think enerzen looks healthy?

28. MODIFIED DISCUSSION GUIDE
GENERAL QUESTIONS
Have any of you heard of Enerzen before?
What is the first energy drink that comes to your mind?
What is the first sports drink that comes to your mind?
Do you have a preference on what type of energy drink you consume?
Do you have a preference on what type of sports drink you consume?
Do you drink energy drinks or sports drinks more often?
How do you feel about caffeine within your energy drink?
What are your thoughts on a drink to improve your sports performance?
How do you prefer to stay hydrated?
When you were first introduced were you given a taste test of this drink?
Do you drink energy drinks for the taste or for the energy factor?
Were you introduced to energy drinks or sports drinks in your family or friend circles?
How influenced by your friends are you when it comes to drinks?
What makes you come to actually purchasing an energy drink after wanting one for a while?
How many energy drinks do you usually consume in a given day?
PRICING AND DISCOUNT QUESTIONS
How much does price affect your decision to buy energy drinks
If Enerzen was on sale, and cost less than all competitors, how likely would you be to try it had you not ever heard of it before?
What is an average price you are willing to pay for an energy drink?
What is the most you would be willing to pay for Enerzen?
Would you take the time to do a mail-in rebate for enerzen if it were free
What do you spend the most money on when it comes to beverages? Coffee, Soda etc.
HEALTH
Do you look at calories before you buy drinks?
How much does the health factor affect which beverages you purchase?
What do you know about energy drinks and health side effects in general?
What do you think is the healthiest sports drink or energy drink?
Do you think enerzen looks healthy?

29. MARKETING SPECIFIC QUESTIONS
How did you first hear about gatorade or powerade?
Redbull?
Rockstar?
5 hour Energy?
Do you follow any energy/sports drink companies on social media platforms? If so which drinks and which platforms?
Why do you follow these accounts?
What is your most favorite and least favorite part about these accounts?
Do you follow other food or beverage accounts on social media in general? If so which, and why?
Have you ever seen a billboard for a beverage company?
Did the billboard result in you researching that beverage, and or buying that beverage?
Have you bought an energy drink due to an advertisement?

30. INBOUND MARKETING QUESTIONS
How engaged are you on social media with Energy drink brands?
Enerzen is on the forefront of non-caffeine energy drinks within this industry, do you prefer to follow a brand that is traditional or more progressive in their recipe?
Do you like to read blogs pertain to sports/ and energy drinks and does that make you more inclined to try Enerzen?
If Enerzen would host a sports event highlighting their product, would you attempt to learn more?
Do facebook ads annoy you or do you like how facebook knows what you’ve been looking at online?
Do you click on sponsored facebook ads usually on your timeline?
Are you influenced by what your friends are drinking
What do most of your friends drink? What do you drink? In regards to energy drinks..

31. OUTBOUND MARKETING QUESTIONS
How likely are you to buy an energy drink if you see it on a billboard?
How often do you purchase a new drink based on a commercial you've seen?
Have you ever heard of a drink being promoted on a radio station?
If you are at an event, how often do you check out the sponsorship tables? What guides your decision-making?
Do you even notice who sponsors certain events?
Would you say free-samples are something that you are interested in?
Do these free samples usually cause you to buy more of that product?

32. PRICING AND DISCOUNT QUESTIONS
How much does price affect your decision to buy energy drinks
If Enerzen was on sale, and cost less than all competitors, how likely would you be to try it had you not ever heard of it before?
What is an average price you are willing to pay for an energy drink?
What is the most you would be willing to pay for Enerzen?
Would you take the time to do a mail-in rebate for enerzen if it were free
What do you spend the most money on when it comes to beverages? Coffee, Soda etc.

33. HEALTH
Do you look at calories before you buy drinks?
How much does the health factor affect which beverages you purchase?
What do you know about energy drinks and health side effects in general?
What do you think is the healthiest sports drink or energy drink?
Do you think enerzen looks healthy?