project team nathan taft ryan taft. 2 our issue energy drinks are very popular beverages our issue...
DESCRIPTION
Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues accurately defining consumer attitudes and preferences both stated and unstated. It has been described by Malcolm Gladwell and others as discovering the “DNA of the Consumers Mind”. This patented science created by Dr. Howard Moskowitz, author of “Selling Blue Elephants” (Wharton Press) and the Wharton Business School has achieved critical acclaim and financial success across: ◦ product design and development, ◦ consumer messaging, ◦ more effective consumer engagement physically and digitally. 3TRANSCRIPT
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Our issue
Energy Drinks are very popular beverages
Our issue is the amount they are consumed by Teenagers and young adults and the negative effects of these drinks
We use The Addressable Minds program to figure out who is drinking energy drinks and the reasons they do
ABOUT ADDRESSABLE MINDS
Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues accurately defining consumer attitudes and preferences both stated and unstated.
It has been described by Malcolm Gladwell and others as discovering the “DNA of the Consumers Mind”.
This patented science created by Dr. Howard Moskowitz, author of “Selling Blue Elephants” (Wharton Press) and the Wharton Business School has achieved critical acclaim and financial success across:◦ product design and development, ◦ consumer messaging,◦ more effective consumer engagement physically and digitally.
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SURVEY OVERVIEW
103 Individuals responded
Assess two major aspects of messages◦ Does it convince a prospect to drink Energy Drinks?◦ How does it make the prospect feel?
Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’
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There are three unique segments Different – Different Strategies
Messaging for one group isn’t necessary going toappeal to the other…and could actually hurt
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Party People21%
Flavor Lovers22%
Health Enthusiasts59%
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The Party People’s Priorities
• Our Extra Strength formulapacks our biggest punch
• It's for long nights of gaming and partying
• It’s the energy shot for extra busy people who need abig boost of extra energy
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The Party People’s Turnoffs
• The key ingredients are also available in everyday foods like broccoli, avocados, bananas, and apples
• It’s packed with B-vitamins and amino acids
• You wanted a zero calorie, zero sugar energy drink with a new sweetener system... we got it!
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Health Enthusiasts• ingredients are also
available in everyday foods like broccoli, avocados, bananas, and apples
• You wanted a zero calorie, zero sugar energy drink... we got it!
• Boosts your body's own natural energy levels
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Flavor Lovers
• Try our unique flavor with potent energy formula mixed with a combo of tropical juices
• Combo of natural juices mixed with our original flavor and powered upwith the full load of our energy blend
• Available in many natural flavors
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The Energy Drink Segmentation Wizard– Online example
The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership
http://www.mjiweb.com/mjitt/QC_Sports/index.htm
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Conclusions Flavor, effectiveness and health are three major
issues for teenagers
Peer pressure and endorsements have an effect but not as large as we thought
Bottle design and colors was very important
Teenagers use energy drinks for partying and staying up late rather than to do work