Marketing Plan Nike - 3380 Words

INTERNATIONAL UNIVERSITY COLLEGE Sofia MARKETING PLAN Market entry/grow opportunity for Nike in Bulgaria INDIVIDUAL ASSIGNMENT Coursework in MARKETING Student registration No: 20019402 Program: MBA Lecturer: Dr. V. Blagoev Executive Summary Our approach to developing a market-entry strategy follows a structured process, based on in-depth understanding of all aspects that feed into a commercial launch. A comprehensive analysis, using market data and market research, allows us to assess all areas affecting Nike’s strategic direction: – Current market situation: detailed consumer and business market segmentation and analysis of market drivers will be undertaken to identify the most valuable†¦show more content†¦The main consumers of Nike products can be divided into the following major segments: proffessional athletes (approximately 65 000); †¢ active amateurs (between 20-55 years of age, 368 728), †¢ students (fashion or trend fostered, approx. 896 734); †¢ young active people (between 15-19 years of age, who practice sport for good body shape or just for health, approx. 220 937) and †¢ people from upscale market (usually earn above the average for the country, who would like to feel comfortable and look good when training, approx. 600 000). (Ministry of physical education and sport, 2011, National Statistical Institute 2011) Professional athletes seek better performance and to reach the best of their potential. Product characteristics include light weight, high innovation and cushion technology. For instance Carl Lewi’s custom-designed pair of golden-colored Nike racing spikes made with Zytel, sources state that each shoe weighed about 94 grams. Active amateurs and people from upscale market are concerned with low risk of injuries and better performance. Product can be viewed with light weight and cushioning technology. Air Max a renowned running shoe by Nike, specially designed to provide the ultimate in impact protection — reducing shock and distributing pressure, best characterizes the product. (www.footlocker.com/searchresults/keyword:nike+air+max/)Show MoreRelatedNike Marketing Plan Essay1675 Words   |  7 PagesABSTRACT This paper endeavors to recommend a viable marketing plan for the footwear giant, Nike. The plan has been adequately substantiated with thorough research on different factors affecting the firm along with various ways of addressing future challenges. This research paper highlights that Nike is confronted with multifarious issues which need to be negotiated amicably. Result of the study concludes that there is still a world waiting for the Nike to be exploited, outsmarting its competitors employingRead MoreMarketing Plan For Nike And Gatorade Essay1679 Words   |  7 Pagescompanies together as partners in more than just the way of marketing. The product idea for this assignment is a tube of lip balm with the electrolyte replenishment of Gatorade with the Nike logo. This marketing plan is designed for Nike and Gatorade and is meant to secure funding for a new product development project. The goal of this project is to increase the value of Nike cooperation as well as financial growt h for the companies’ employees. Nike has launched several new products over the years sinceRead MoreEssay on Nike Marketing Plan1729 Words   |  7 PagesAustin Wang Dr. Sean Jasso Section 22 May 24, 2012 Marketing Plan Stage 2 Nike: Executive Summary: - Bill Bowerman and Phillip Knight found the company as Blue Ribbon Sports in 1964 - Changed the name to Nike in 1978 - Nike Headquarter is located in Beaverton Oregon - Global marketer of footwear, apparel, equipment and accessory products - Offers footwear and products to sports such as tennis,golf, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activitiesRead MoreNike Marketing Plan Essay7652 Words   |  31 PagesNike Marketing Plan By: Marketing Management Ââ€" MM522 March 2004 Outline I. Executive Summary II. Table of Contents III. Company History IV. Marcoenvironment a. Demographic b. Economic c. Social d. Political e. Technological f. Ecological V. Competitive Advantage a. Industry Environment b. Operating Environment VI. Four Ps of Marketing a. Product b. Place c. Promotion d. Price VII. Core Competencies a. Strengths b. Weaknesses c. Opportunities d. Threats VIII. BusinessRead MoreNike s Marketing Plan For Nike Essay962 Words   |  4 PagesFounded January 25, 1967, NIKE, Inc. (About Nike, 2016) became one of the biggest designing and marketing companies across the globe. A designer and marketer, Nike sells athletic footwear, apparel, equipment and accessories for men, women and children/infants. The company has three major brands as found on their product portfolio: NIKE, Jordan, Hurley and Converse. Their product is sold through-out North America, Central America, South America, Asia-Pacific, Africa, the Middle East and Europe andRead MoreNike Intergrated Marketing Communication Plan3554 Words   |  15 PagesIntegrated Marketing Communication Plan Nike Running Shoes I. Background Nike Incorporated, the leading innovator in athletic apparel and accessories, traces its roots to the University of Oregon track and field team of the early 1950’s. The team’s coach was determined to give his athletes a competitive advantage by always finding the newest and most efficient gear, and began designing and producing sneakers with very limited resources. After twenty-one years of creative turmoil and a superficialRead More Nikes Plan for China Essay940 Words   |  4 PagesNikes Plan for China Nike is already a global power house, however the potential to increase sales in China was the topic of the most recent annual investor meeting. One may question Nike’s preoccupation with China. After all, Nike China is dominant. They are currently the number one brand with the number one market share while competitors Reebok and Adidas are in 4th and 5th places respectively. They have tripled revenue in the last two years. With 2000 points of sale, 400 stores in the topRead MoreLi Ning Marketing Plan2787 Words   |  12 PagesInformation Technology and Management Science Engineering Lecture Notes in Information Technology, Vol.14 Marketing Plan for Li-Ning Product Expansion in UK Xin Zhang Dept. of Sports Economics ï ¼â€  Management, Wuhan Inst. of P.E . Wuhan, China Keywords: marketing Plan; expansion; Li-Ning Company Abstract. Through the analysis of UK market situation for Li-Ning Company. This paper makes a marketing strategy for Li-Ning product expansion in UK and also includes the financial forecast, evaluation and controlRead MoreChapter 2 : Developing Marketing3141 Words   |  13 PagesHome assignment-kotler-12th edition- 2nd chapter CHAPTER 2 : DEVELOPING MARKETING STRATEGIES AND PLANS MARKETING DEBATE—What Good Is a Mission Statement? Take a position: Mission statements are critical to a successful marketing organization versus mission statements rarely provide useful marketing value. MY OPINION:Pro: A well-crafted corporate mission statement reflects the values of the firm as they relate to the community at large, its stakeholders, its employees, and its customers. Once theRead MoreRed Bull Case : Digital Marketing3423 Words   |  14 PagesOnline marketing : The Red Bull case Content Introduction A closer look at Red Bull’s strategy Red Bull’s customer base Red Bull’s strategy Red Bull marketing strategy Red Bull’s online marketing Leveraging the use of Internet and social media When Red Bull tends to cross the line How get Red Bull become even better? Appendices Bibliography Introduction : short review of Red Bull’s history 1 While travelling in Asia, the autrian business man and

Definition Of Freedom Essay - 996 Words

To me the term â€Å"freedom† means being free to live your life in whatever way you wish. When I say this, I don’t mean when a high school kid finally moves out for college and doesn’t have to report to their parents every time they leave their dorm room. I mean how we are able to live a free life here in the United States of America. When we take a step back and look at all the different countries who are in poverty we need to realize how truly blessed we are. There are many different countries out there where the citizens don’t live a life of â€Å"freedom†. My definition of freedom could be very different than someone else’s definition of freedom. Freedom is a term that can have a different meaning for each individual sitting down at a table.†¦show more content†¦Some might disagree because for certain people if you face the reality of your living situation you may never dream. It is hard for people who are born into povertyand k now nothing else to be able to face their reality. For these people facing their reality might discourage them to never dream or become successful. It might be hard for them to set goals and aspirations for their future when they don’t even see a future for themselves. This isn’t the case for everyone though, you hear wonderful stories of people who have overcome their certain circumstances. A great example of someone who has defeated the odds is Ben Carson. Ben Carson’s mother is someone who grew up under-educated and dropped out of school during the third grade. Despite her situation she pushed Carson to do the best he could academically. This resulted in Carson getting on the academic honor society, putting himself through college, and becoming an exceptional neurosurgeon. Anyone can defeat the odds such as Ben Carson just as long as you work your hardest in every aspect. Although, I see how some individuals might disagree with this quote, I still agree with it. Before anyone can dream, they must understand their reality and reality in general. It is hard for people to be able to grasp their own reality, but it is achievable. People need to understand the basics before they can improve the operation. People wantShow MoreRelated Definition Essay - Defining Freedom713 Words   |  3 PagesDefinition Essay – Defining Freedom Is it possible to define freedom? To define freedom is more than a difficult task, but perhaps easier than one might imagine if not overanalyzed. Given ample time to consider the task, however, a simple, sufficient definition can present itself: freedom is the ability to choose, for any creature living life in any place in any time. There is no greater truth to the statement, and no underlying meanings; freedom is simply the ability to choose. Read More Defining Freedom - Definition By Experience Essay1198 Words   |  5 PagesDefining Freedom - Definition By Experience â€Å"Freedom† is a very difficult term to define with a short, simple statement. It is loaded with so much meaning because every person has a different set of personal experiences and ideas that can apply to their own concept of what experiencing freedom is all about. In defining freedom, it is best to start with a wide array of different ideas and put them together to create one major explanation that encompasses all the ideas. The Oxford English DictionaryRead MoreEssay about My Definition of Freedom662 Words   |  3 Pagesme the right to freedom because I am a United States citizen. I consider freedom to be my right to express myself in any way I choose. Freedom is defined as having liberty of action or thought, independent. Self-governed or not controlled by an outside party is another definition of freedom. Freedom has a different meaning to each individual thus making it hard to find a clear concise definition.   Ã‚  Ã‚  Ã‚  Ã‚  When referring to freedom these words are often associated with freedom: Liberty, independenceRead MoreJohn Locke and John Stuart Mills Definition of Freedom Essay2029 Words   |  9 PagesStuart Mills Definition of Freedom John Locke believes that man ought to have more freedom in political society than John Stuart Mill does. John Lockes The Second Treatise of Government and John Stuart Mills On Liberty are influential and potent literary works which while outlining the conceptual framework of each thinkers ideal state present two divergent visions of the very nature of man and his freedom. John Locke and John Stuart Mill have different views regarding how much freedom man oughtRead MoreMargaret Atwood s The Handmaid s Tale1345 Words   |  6 Pagestreatment of women in society to the treatment of women in The Handmaid’s Tale by Margaret Atwood. Chadha’s essay leaves her readers in a state of bewilderment after only a few pages. Her disorganized structure and repetitive subjects are only a couple reasons of why this essay is an absolute mess. Chadha’s essay is all over the place and only shows one-side of the argument. Overall, this essay was poorly written and very repetitve. In â€Å"Women as a Metaphor in Margaret Atwood’s The Handmaid’s Tale†Read MoreWhat Is an Essay?1440 Words   |  6 PagesBuscemi Essay #3 Rough Draft An essay is a creative written piece in which the author uses different styles such as diction, tone, pathos, ethos or logos to communicate a message to the reader using either a personal experience, filled with morals and parables, or a informative text filled with educational terms. Educational terms could mean the usage of complicated and elevated words or simply information you would get in schools. Some authors, such as Cynthia Ozick, claim that an essay has noRead MoreCan One Be Poor And Free?1260 Words   |  6 Pagesthese arguments hinge on one’s definition of freedom. In this essay I will be using several arguments to prove that one can be poor and free, but that being poor makes you inherently less free. First I will discuss Van Parijs’ definitions of freedom, and Hayek’s disagreements. I will use Berlin’s ideas around freedom to show fundamental faults within Hayek’s arguments. I will then use Cohen’s work to prove that being poo r severely restricts one’s freedom. This essay will demonstrate to the readerRead MoreThe Dilemma Of Moral Responsibility From A Universe With Causal Law And Freedom1590 Words   |  7 PagesFrankfurt distinguishes between acting freely and having a free will. Are both of these compatible with determinism? How does our freedom relate to causation? In this essay, I will initially address an incompatibilist approach towards free will and decipher why it is illogical and contradictory. In turn, I will address why Frankfurt’s definitions regarding freedom of action and free will is more appropriate and evaluate why they are both synonymously compatible with determinism. Following on fromRead MorePersuasive Essay On Academic Freedom764 Words   |  4 PagesA Persuasive Essay of Academic Freedom In my argument essay, I believe that Academic Freedom is important to everyone. The right of academic freedom means that a university cant tell its faculty members what topics they can research, or teach about, or discuss. So this right encourages the development of new knowledge, and supports research that might result in new discoveries in the future, by protecting researchers from intimidation or censorship. A particular research topic might seem to anRead MoreA Critique of Hew Strachans The Lost Meaning of Strategy1464 Words   |  6 PagesCritique of Hew Strachans The Lost Meaning of Strategy Introduction In his essay, The Lost Meaning of Strategy, Hew Strachan examines the historical roots of strategy and how the use of the term has become commonplace by political leaders who want sound decisive during uncertain times. In support of his assertions that policy actually precedes strategy as tools for effecting governmental aims, Strachan cites several examples from the historical record to demonstrate how the concept of

Impact of Leadership in Organizational Culture-Free-Samples

Quetion: Discuss about the Impact of Leadership in Organizational Culture. Answer: Secondary data and data analysis methods The study, as mentioned earlier, will mainly focus on the secondary information and data collected from various sources and articles. In specific terms, the organizational demographic characteristics, leadership culture, occupational health, safety data and others are collected from the secondary sources like existing journals, theses and Turing Organizations website. According to Felcio, Gonalves da Conceio Gonalves (2013), organizational leadership is considered to be an important function in every organization, be it small or large. Management and leadership are completely two different concepts of business. Organizational leaders establish clear vision and goals of the organization, by setting the tone and resolving conflicts between the employees, responsible to work for the companys vision. Garca-Morales, Jimnez-Barrionuevo Gutirrez-Gutirrez (2012) examined that organizational leaders have a serious impact over the employees performances. Business owners usually set a leadership tone for their enterprises. They accomplish this by setting up a tone or organizational values, through which they can operate the company. This helps in creating the company guidelines and policies from companys values or mission. The guidelines and policies also enable the business owners to terminate under-performing employees from their companies. Grant (2012) stated about three types of organizational leadership styles, commonly seen in the businesses. These three types of leadership styles are laissez-faire, democratic and authoritarian. Manzoor (2012) discussed about these leadership styles in a detailed manner, to give an overview of the leadership styles impacting the organizational performance. The authoritarian leadership sets clear expectation from the employees and commands them on what they are expected to do and how they can achieve their goals. The democratic leadership motivates and encourages feedback as well as input from the employees or managers regarding the organizational performance. Lastly, laissez-faire leadership is kind of a hands-off approach, in which the employees as well as managers work in accordance with their own schedule and preferences. However, this sort of leadership style leads to poor work practices and motivation. As per Noruzy et al. (2013), organizational performances completely rely on proper behavior from the employees as well as their leaders. The leadership can be considered as an evolutionary procedure in the organizations. However, Ullah (2013) examined that the business owners who are able to provide sound leadership in their organizations can help the employees to a huge extent. It can motivate and encourage them to work and perform their level best. The leadership skills also help the employees to change their mentality by instilling ownership mindset in them. The organizational employees, who feel special and believe that they have a direct owner style relationship or bonding within the organization, will find innovative ways for improving their attitudes, behaviors and productivity towards the organizational leaders. The leadership styles in an organization will help the business in maintaining and focusing on their operations and goals. However, in this context, Vaccaro et al. (2012) argued that larger companies may suffer if too many individuals attempt to make the business plans or decisions. The business leaders can use their leadership skills to get the organizational employees and managers on the same page and also convince them to refocus on the original organizational goals or objectives. In addition to this, the leadership skills will also help in making right business practices and moreover, internal conflicts among the employees and managers can also be resolved. Similarly, Von Krogh, Nonaka Rechsteiner (2012) also mentioned that leadership can affect the organizational values, if not taken in a positive manner. It can have a severe impact on the employee and spread negativity within the organizational setting. The organizational leaders who are extremely dominating in nature and become obsessed with achieving goals can however, overlook the business details in an organization. Employees and managers may feel less valued in such organizational settings and thus, they will not give their best to the organization. Moreover, the dominating leadership styles create difficult relationships in terms of business. Often, business owners and companies tend to avoid dominant leaders within their organizational settings, as they consistently request for financial benefits. According to Yang, Huang Hsu (2014), leadership is a specific act of making things happen, instead of letting things happen. Yeh Hong (2012) defined leadership as a special act of motivating or encouraging the individuals to perform the given task, in order to achieve the organizational target. Therefore, it can be said that leadership is defined by various authors in different styles. Some of them have even interpreted the term as influencer that is the art of influencing people of an organization, so that they can strive enthusiastically and willingly towards the achievement of the group goals References Felcio, J. A., Gonalves, H. M., da Conceio Gonalves, V. (2013). Social value and organizational performance in non-profit social organizations: Social entrepreneurship, leadership, and socioeconomic context effects.Journal of Business Research,66(10), 2139-2146. Garca-Morales, V. J., Jimnez-Barrionuevo, M. M., Gutirrez-Gutirrez, L. (2012). Transformational leadership influence on organizational performance through organizational learning and innovation.Journal of business research,65(7), 1040-1050. Grant, A. M. (2012). Leading with meaning: Beneficiary contact, prosocial impact, and the performance effects of transformational leadership.Academy of Management Journal,55(2), 458-476. Manzoor, Q. A. (2012). Impact of employees motivation on organizational effectiveness.Business management and strategy,3(1), 1. Noruzy, A., Dalfard, V. M., Azhdari, B., Nazari-Shirkouhi, S., Rezazadeh, A. (2013). Relations between transformational leadership, organizational learning, knowledge management, organizational innovation, and organizational performance: an empirical investigation of manufacturing firms.The International Journal of Advanced Manufacturing Technology,64(5-8), 1073-1085. Ullah, A. (2013). Impact of leadership on organizational performance. Vaccaro, I. G., Jansen, J. J., Van Den Bosch, F. A., Volberda, H. W. (2012). Management innovation and leadership: The moderating role of organizational size.Journal of Management Studies,49(1), 28-51. Von Krogh, G., Nonaka, I., Rechsteiner, L. (2012). Leadership in organizational knowledge creation: A review and framework.Journal of Management Studies,49(1), 240-277. Yang, L. R., Huang, C. F., Hsu, T. J. (2014). Knowledge leadership to improve project and organizational performance.International Journal of Project Management,32(1), 40-53. Yeh, H., Hong, D. (2012). The mediating effect of organizational commitment on leadership type and job performance.The Journal of Human Resource and Adult Learning,8(2), 50.

Sociology and Values Escape Barriers free essay sample

Simmel argues that the tumult of the metropolis (cited in Frisby 1989, p. 80) creates inner barriers between people and that sociability (Giulianotti 2007, p. 295) can transcend this problem. Discuss The social interaction between people is mainly determined on the people that we want to know and wan to interact with. This can come down to the same interests of that person in which they are attracted to such as location of where they live, hobbies, the types of clothes they wear, the music that they like listening to. These interests can create barriers to those who are different where individuals become less social to the people around them and only focus on the things that they want to focus on. Frisby (1989) argues this point through the findings of Simmel but it is only through the reading of Giulianotti (2005) that the sociability of the â€Å"tartan army† can break down interests from everyday life to form one group that removes all barriers for that particular event. We will write a custom essay sample on Sociology and Values Escape Barriers or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Sociability can be defined as the social interaction between people, where the playful interaction through conversation creates a connection. Barriers which are formed that prevent sociability from occurring are largely determined by the consumerism of the particular individual and the certain status in which they want to obtain. The lack of sociability is being derived by major businsess and corporations as they target individuals who want a style that will make them the most popular in society. However, other individuals have chosen not to follow this as What is sociability Social interactions between people Form without contents Sociability- the pure form of what is considered to be society and which satisfies us Playful interaction Conversation What is its relevance Overstimulation of the senses Overstimulation through consumerism of producers and services Materialistic values Escape barriers How dos the tartan army reflect sociability No hierarchy-equal- dress code No violence- friendly banter- drinks Cant talk abou jobs/money only football

The eNotes Blog How to Survive Math Class When All You Do isEnglish

How to Survive Math Class When All You Do isEnglish Do you avoid mathematics and sciences like the plague? Maybe you’re not particularly bad at math and science; you just would much rather be studying literature (which is completely understandable). The reality is that at some point during your educational pursuits, you’re going to have to cross over to the dark side of numbers and fact memorization. Here are some tips on how to survive a math or science class when all you want to do is English. Try looking at math and science as a foundation to better understand literature. It can be hard finding the motivation to study subjects in which you have no immediate interest. You might be asking yourself what in the world you’re going to use mitosis for in your English major. Well, remember that fiction, non-fiction, poems, comic books- all literature, really- is based on reality. Even the most imaginative of books have references to the real world. Increasing your understanding of how the world works through different disciplines will help you better understand literature as a culmination of these disciplines. It can also clarify the allusions made to science and math made in literary texts. And if you’re a writer, increasing your bank of knowledge can always stimulate inspiration! Don’t be afraid to ask for help! Sometimes it may not seem like it, but teachers are really there to help! If you’re feeling behind because you have been avoiding math class for two years and you forget fundamental formulas necessary for success, set up a meeting with your professor after class or drop in during office hours! Not only will this one-on-one time help your understanding, it will also show initiative. If your schedule doesn’t match up with your teacher’s availability, ask a counselor about free tutoring options on campus. When studying: write, write, write, and†¦ rewrite. A^2+B^2=C can easily lose its meaning if you repetitively write it without understanding its meaning. If you’re a kinesthetic learner or just generally grab on to words more than equations, write out what you’re doing to sharpen your understanding. Make notes in the margins of your workbook explaining in your own words exactly what each letter represents and what the formula is trying to achieve. When studying for a science class, write and rewrite your original class notes using full sentences and words that you hadn’t originally used. Draw out maps and diagrams to help conceptualize how different scientific phenomena feed into each other. Whatever you do, don’t stop writing. And if you feel like you’re going to explode memorizing the same facts and equations, take a study break and READ A BOOK!

PARTY PLATFORMS Essay Example | Topics and Well Written Essays - 250 words

PARTY PLATFORMS - Essay Example Democrats demand that the state meet all the funds required for education while Republicans are more inclined towards privatization of educational funding (2010 State Republican Party Platform, 12; Texas Democratic Party). Regarding giving education to all who are living in the United States, Democrats have a more flexible stand towards non-citizens (2010 State Republican Party Platform, 12; Texas Democratic Party). Democrats are for daytime juvenile curfew while Republicans are against it (2010 State Republican Party Platform, 14; Texas Democratic Party). Democrats also want the state to support community colleges, which Republicans disagree with, as they want the students and parents to fund community colleges (2010 State Republican Party Platform; Texas Democratic Party). b. Position II. On Immigration Democrats have a more lenient stand towards illegal immigrants than the Republicans (2010 State Republican Party Platform; Texas Democratic Party). Republicans declare that they are dead against â€Å"amnesty in any form leading to citizenship, or legal status for illegal immigrants† (2010 State Republican Party Platform, 20). But democrats want to have helpful legislation for legalization of illegal immigrants who want to stay (Texas Democratic Party).

Marketing Plan Essay Example | Topics and Well Written Essays - 2500 words

Marketing Plan - Essay Example Also, it is a sports drink which hydrates human body as well gives guaranteed additional 6 hours of energy for performing the daily activities. This marketing plan is meant to be effective only in the United States and as of now the company does not have any plans to operate in the overseas market. The study carried out a detailed analysis of the energy drink market of USA in order to get an idea of the business environment. The study revealed that the industry is fiercely competitive due to the presence of a large number of established players. However, Coca Cola being an established firm will get certain advantages in the market such as the brand identity and trust of consumers. The short term objective of the company is to create awareness of the product and achieve 2-5% of the market share by the end of the 1st year. In order to achieve it, the company has been strongly recommended to use a variety of promotional techniques and pursue a competitive pricing strategy. In addition, intensive distribution and entering into a treaty with sports companies has also been recommended. Situation Analysis Before the launch of a new product in the market, it is essential to perform a thorough analysis of the external business environment of a country. In addition, the industry in which the business will operate also needs to be assessed. Apart from that it is also essential to assess the competitors and customers. The sections below will try to examine the aforementioned factors and draw a conclusion based on which the marketing strategy for the energy drink will be designed. Description of the Product The product which will be marketed is an energy drink named as Hydra-Energy Shot. The product generally falls into the category of sports beverage product and is meant for providing additional energy to the consumers. The product can be described as smooth in taste, contains added electrolyte, Vitamin B12 (for energy), assorted fruit flavors and low in calorie. The produ ct promises to provide an additional 6 hours of energy to the consumers for performing their routine activities. Customer Analysis A business cannot operate in vacant and requires a base of customers for continuing operation and sustaining in the marketplace over a long period of time. The analysis of the customer is the recording and evaluating the data associated with the needs of consumers as well as market trends. Hydra-Energy Shot will principally target sportspersons. In addition, the product is also targeted for office goers and individuals who work out at different fitness centers. Energy drinks generally falls into the group of functional beverages and encompasses ‘nutraceutical’ and sports drinks. The share of the same is presented in the figure below: - Figure 1 – Market Share breakdown of Functional Beverages (Source: Heckman, Sherry & De Mejia, 2010) Sports drinks are essentially designed to consume before or during the process of action so as to pre vent any kind of dehydration and supply carbohydrate and electrolytes for maintaining proper metabolism in the system (Coombes & Hamilton 2000). Smith Kline Beecham Energy & Sports Drinks Report suggests that in the USA, around 53% of the people who consumes energy or sports drinks are within the age group of 14-34 years. Initially, athletes are the sole consumers of energy drinks, but the course of time and increased awareness the market grew tremendously and expanded to other niche segments. A study by Mintel (2009) made