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Energy drinks refer to soft drinks whose manufacturers advertise as energy supplements products. They boost in intellectual and cognition performances as well as improve or increase attentiveness. Excess consumption of anything is harmful; energy drinks in excess may cause agitation, nervousness, and bad temper. In United States, energy drinks misuse has been noted to cause unsettled stomach, uncharacteristic heartbeats, and emergency washroom visits. The most consumers of energy drinks are young people between 13 to 35 years old.

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Energy Drinks Categories

The category of these energy drinks depends on the uses and their purposes. The caffeinated alcohol energy drinks act as alcohol depressants to reduce the effect of alcohol on the consumers. Energy contents in alcohol can trim down effects of alcohol intoxication such as dizziness and headache. However, alcohol energy drinks are more addictive than non-mixer alcohol and consumers can suffer adverse misery of alcohol if not careful (Scholey and Kennedy, 2004). 

Another category is diet energy drinks. In United State, they are the most selling drinks among the energy drinks. Majority turn to diet energy drinks to obtain additional boost of liveliness without all the sugar and fat contained in ordinary power drinks. The are good for people suffering from sugar or fat related diseases.

Sports drinks, these are drinks which contains energy providing nutrients and other supplement to help restore fluids and nutrients used during tedious practices and sporting activities. They are available in various tastes. Some are ready-made drinks while others are powders; you mixed to your taste. Gatorade was the first energy drinks for athletes and sports icons in the sixties.

Currently, there are energy drinks powders and tablets which when added to water form energy drink. This has given the consumers options that are more portable compared to cans and bottles. Some drinks boost libido.  

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Current stage of the PLC

The product life cycle involves the phases a product take or goes through since manufacturing date to consumption. The life cycle of a product is measured with respect to commercial costs and sales in the market. As years passed by the production rate of energy drinks have increases to cater for the large market. However, due to new technologies and stiff competition the cost has gradually declined. It U.S. market has hit above $10 billion market share. Energy drinks have survived the competition in the drinks market well. It has attracted a big percentage of the youth.

Changes in marketing strategyy of Energy Drinks

In 1997, energy drinks were initiated in the US with Red Bull taking and still enjoying largest market share. The major consumers of energy drinks are the youth age between 12 - 35 years old and male are predominant (Friedrich, 1999).

There has been emerging trend for packaging these drinks in bigger cans. In US and Canada a limitation measures on the amount of caffeine per energy is in place. The bigger cans have allowed producers to put a greater amount of caffeine. Energy drinks powders and tablets are available in the market. Since they offer better mode of portability than cans and small packages, and they are becoming predominant. The marketing strategy has stimulated towards the use of natural refreshment and reduced sugar.

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When Energy drinks are well used, they are very healthy, however can cause adverse effects when miss-used. There are various categories of energy drinks depending on the need. Most of them are available across the counter of retail shops; however, some need doctors' prescriptions.

Their productions have evolved to suit the market from big cans packaging to tablets. There are states laws to govern the production of these drinks, for example in U.S.; four companies were warned due to amount of caffeine they added to their malt alcoholic drinks.

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