DOCSLIB.ORG

Vysoká Škola Regionálního Rozvoje a Bankovní Institut – AMBIS Katedra

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Vysoká Škola Regionálního Rozvoje a Bankovní Institut – AMBIS Katedra Vysoká škola regionálního rozvoje a Bankovní institut – AMBIS Katedra ekonomie a managementu Zavedení nového energetického nápoje na český trh Diplomová práce Autor: Bc. Daniel Svěchota Management Vedoucí práce: Ing. Denis Drexler, Ph. D. Praha 2020 Prohlášení Prohlašuji, že jsem diplomovou práci na téma Zavedení energetického nápoje na český trh zpracoval samostatně a v seznamu uvedl veškerou použitou literaturu. Svým podpisem stvrzuji, že odevzdaná elektronická podoba je identická s její tištěnou verzí, a jsem s seznámen se skutečností, že se práce bude archivovat v knihovně VŠ AMBIS a dále bude zpřístupněna třetím osobám prostřednictvím interní databáze elektronických vysokoškolských prací. V Praze dne 29.04.2020 Bc. Daniel Svěchota 2 Poděkování Rád bych touto cestou poděkoval panu Ing. Denisu Drexlerovi, Ph.D. a panu Ing. Pavlu Písařovi za konzultace, vstřícný přístup a odborné vedení mé diplomové práce. 3 Anotace Tato diplomová práce se věnuje tématu zavedení přírodního energetického nápoje na český trh. Práce se nejdříve zabývá teoretickými informacemi z oblasti marketingu, které jsou nezbytné k porozumění části praktické. Ta je rozdělena analýzu trhu s energetickými nápoji v České republice a preference spotřebitelů a výstupem této části je zhodnocení potenciálu přijmutí nového výrobku. Druhou část tvoří již samotná formulace strategie při zavádění nového výrobku, kdy výstupem jsou doporučení možné strategie pro uvedení nového výrobku. Klíčová slova marketing, energetický nápoj, trh s nápoji, strategie, zavedení výrobku, vstup na trh, analýza trhu 4 Annotation This diploma thesis is devoted to the subject of introducing a natural energy drink to Czech market. As first are described theoretical marketing informations which are essential to understanding practical part of diploma thesis. This writing is parted into energy drinks market analysis and consumer prevalences and the result of this part is evaluation of possibility to introduce new product to the market. Second part includes the marketing strategy and recommendations to introduce new product to the market. Keyword marketing, energy drink, strategy, introducing a new product, market entry, market analysis 5 Obsah Úvod ........................................................................................................................................... 8 Cíl ............................................................................................................................................... 9 1. Literární rešerše .................................................................................................................... 10 1.1. Marketing ....................................................................................................................... 10 1.2. Marketing management ................................................................................................. 12 1.2.1 Filozofie marketing managementu ........................................................................... 12 1.3. Uvedení nových výrobků na trh ..................................................................................... 15 1.3.1. Negativní možnosti vývoje nového produktu ......................................................... 15 1.3.2. Proces vývoje nových produktů .............................................................................. 16 1.3.3. Životní cyklus výrobku ........................................................................................... 17 1.4. Marketingový plán ......................................................................................................... 20 1.4.1. Executive summary ................................................................................................. 20 1.4.2. Současná marketingová situace/marketingový audit .............................................. 20 1.4.3. SWOT analýza ........................................................................................................ 21 1.4.5. Marketingové cíle a problémy................................................................................. 22 1.5. Cílený marketing ............................................................................................................ 23 1.5.1. Segmentace.............................................................................................................. 23 1.5.2. Targeting ................................................................................................................. 25 1.5.3. Positioning ............................................................................................................... 25 1.6. Marketingová strategie .................................................................................................. 26 1.6.1 Strategie dle marketingového mixu ......................................................................... 26 1.6.2. Růstové strategie ..................................................................................................... 33 1.6.3. Strategie integrace ................................................................................................... 34 1.6.4. Strategie zaměřené na konkurenci........................................................................... 34 1.6.5. Strategie dle velikosti tržního podílu a míry inovace .............................................. 34 1.6.6. Ostatní marketingové strategie ................................................................................ 35 2. Vlastní výzkum ..................................................................................................................... 36 2.1. Metodika ........................................................................................................................ 36 2.2. Trh s energetickými nápoji v České republice ............................................................... 41 2.2.1. EFSA průzkum ........................................................................................................ 42 2.2.2. Analýza konkurence ................................................................................................ 44 2.3. Představení společnosti Pussy Energy ........................................................................... 52 2.3.1. Produkt .................................................................................................................... 53 2.3.2. Distribuce ................................................................................................................ 54 6 2.4. Vyhodnocení dotazníku ................................................................................................. 56 2.4.1. Vnímání trhu ........................................................................................................... 56 2.4.2. Konkurence ............................................................................................................. 64 2.4.3. Produkt .................................................................................................................... 70 2.4.4. Cena ......................................................................................................................... 75 2.4.5. Distribuce ................................................................................................................ 78 2.4.6. Propagace ................................................................................................................ 82 2.4.8. Shrnutí dotazníku .................................................................................................... 85 2.5. Cílová skupina ............................................................................................................... 85 2.6. SWOT analýza ............................................................................................................... 87 2.6.1. Silné stránky ............................................................................................................ 87 2.6.2 Slabé stránky ............................................................................................................ 87 2.6.3. Příležitosti................................................................................................................ 88 2.6.4. Hrozby ..................................................................................................................... 88 2.6. Marketingová strategie .................................................................................................. 89 2.6.1. Zavádění produktu na trh ........................................................................................ 89 2.7. Strategie podle marketingového mixu ........................................................................... 89 2.7.1. Produkt .................................................................................................................... 89 2.7.2 Cena .......................................................................................................................... 90 2.7.3. Místo........................................................................................................................ 91 2.7.4. Propagace ................................................................................................................ 92 2.8. Nákladová kalkulace ...................................................................................................... 92 Diskuze ....................................................................................................................................
Load more

Recommended publications
  • ABSTRACT “Our Grand Narrative of Women and War”: Writing, And
    ABSTRACT “Our Grand Narrative of Women and War”: Writing, and Writing Past, a Gendered Understanding of War Front and Home Front in the War Writing of Hemingway, O’Brien, Plath, and Salinger Julie Ooms, Ph.D. Mentor: Luke Ferretter, Ph.D. Scholars and theorists who discuss the relationship between gender and war agree that the divide between the war front and the home front is gendered. This boundary is also a cause of pain, of misunderstanding, and of the breakdown of community. One way that soldiers and citizens, men and women, on either side of the boundary can rebuild community and find peace after war is to think—and write—past this gendered understanding of the divide between home front and war front. In their war writing, the four authors this dissertation explores—Ernest Hemingway, Tim O’Brien, Sylvia Plath, and J.D. Salinger—display evidence of this boundary, as well as its destructive effects on persons on both sides of it. They also, in different ways, and with different levels of success, write or begin to write past this boundary and its gendered understanding of home front and war front. Through my exploration of these four authors’ work, I conclude that the war writers of the twentieth century have a problem to solve: they still write within an understanding of war that very clearly genders combatants and noncombatants, warriors and home front helpers. However, they also live and write within a historical and political era that opens up a greater possibility to think and write past this gendered understanding.
    [Show full text]
  • ENERGY DRINK Buyer’S Guide 2007
    ENERGY DRINK buyer’s guide 2007 DIGITAL EDITION SPONSORED BY: OZ OZ3UGAR&REE OZ OZ3UGAR&REE ,ITER ,ITER3UGAR&REE -ANUFACTUREDFOR#OTT"EVERAGES53! !$IVISIONOF#OTT"EVERAGES)NC4AMPA &, !FTERSHOCKISATRADEMARKOF#OTT"EVERAGES)NC 777!&4%23(/#+%.%2'9#/- ENERGY DRINK buyer’s guide 2007 OVER 150 BRANDS COMPLETE LISTINGS FOR Introduction ADVERTISING EDITORIAL 1123 Broadway 1 Mifflin Place The BEVNET 2007 Energy Drink Buyer’s Guide is a comprehensive compilation Suite 301 Suite 300 showcasing the energy drink brands currently available for sale in the United States. New York, NY Cambridge, MA While we have added some new tweaks to this year’s edition, the layout is similar to 10010 02138 our 2006 offering, where brands are listed alphabetically. The guide is intended to ph. 212-647-0501 ph. 617-715-9670 give beverage buyers and retailers the ability to navigate through the category and fax 212-647-0565 fax 617-715-9671 make the tough purchasing decisions that they believe will satisfy their customers’ preferences. To that end, we’ve also included updated sales numbers for the past PUBLISHER year indicating overall sales, hot new brands, and fast-moving SKUs. Our “MIA” page Barry J. Nathanson in the back is for those few brands we once knew but have gone missing. We don’t [email protected] know if they’re done for, if they’re lost, or if they just can’t communicate anymore. EDITORIAL DIRECTOR John Craven In 2006, as in 2005, niche-marketed energy brands targeting specific consumer [email protected] interests or demographics continue to expand. All-natural and organic, ethnic, EDITOR urban or hip-hop themed, female- or male-focused, sports-oriented, workout Jeffrey Klineman “fat-burners,” so-called aphrodisiacs and love drinks, as well as those risqué brand [email protected] names aimed to garner notoriety in the media encompass many of the offerings ASSOCIATE PUBLISHER within the guide.
    [Show full text]
  • Update on Emergency Department Visits Involving Energy Drinks: a Continuing Public Health Concern January 10, 2013
    January 10, 2013 Update on Emergency Department Visits Involving Energy Drinks: A Continuing Public Health Concern Energy drinks are flavored beverages containing high amounts of caffeine and typically other additives, such as vitamins, taurine, IN BRIEF herbal supplements, creatine, sugars, and guarana, a plant product containing concentrated caffeine. These drinks are sold in cans and X The number of emergency bottles and are readily available in grocery stores, vending machines, department (ED) visits convenience stores, and bars and other venues where alcohol is sold. involving energy drinks These beverages provide high doses of caffeine that stimulate the doubled from 10,068 visits in central nervous system and cardiovascular system. The total amount 2007 to 20,783 visits in 2011 of caffeine in a can or bottle of an energy drink varies from about 80 X Among energy drink-related to more than 500 milligrams (mg), compared with about 100 mg in a 1 ED visits, there were more 5-ounce cup of coffee or 50 mg in a 12-ounce cola. Research suggests male patients than female that certain additives may compound the stimulant effects of caffeine. patients; visits doubled from Some types of energy drinks may also contain alcohol, producing 2007 to 2011 for both male a hazardous combination; however, this report focuses only on the and female patients dangerous effects of energy drinks that do not have alcohol. X In each year from 2007 to Although consumed by a range of age groups, energy drinks were 2011, there were more patients originally marketed
    [Show full text]
  • CASS CITY CHRONICLE I
    CASS CITY CHRONICLE d tTI [ • ' Ul=: ~ I I ir i H~-~_ .... VOLUME 29,' NUMBER 2. CASS CITY, MICHIGAN, FRIDAY, APRIL 20, 1934. EIGHT PAGES. ] I Prayer and offering 4-H ACHIEVEMENT DAYS. COUNCIL NAMED MAY 14-15 March, "Adoration"....H.C. Miller AS CLEAN-UP DAYS HERE LOU H A [ iS Andante, "The Old Church Or~ 50TH ANN!WR R ' gan'. ................... W. P. Chambers 4-11 achiev¢.~nen~ days will bc The Band observed in Tuscola county at the At the council meeting Monday AI iED 81RGUITJUDE"Soft Shadows Falling"..Flemming following places next week: U RISE [ OLO Y evening, the trustees set aside May i FV FLli AL [ HURI H Boys' Glee Club Mayville , Monday evening, Apr. 14 and 15 as clean-up days in Cass , ,, "March Romaine". .............F. Beyer 23, at high school. T City. Trucks will be furnished by Serenade, "The Twilight Hour" Delegates Coming Here from Millington, Tuesday afternoon the village to cart away tin cans Lapeer Attorney Fills Vacan- ..........................Francis A. Myers L. D. Randall Speaks on Ag- ~Large Numbers Attended the Apr. 24, at M. E. church. t and other rubbish which are ,to be cy Caused bY Death of The Band Fifty Parishes in Thumb Akron, Tuesday evening, April ricultural Experiment placed at a convenient spot for Banquet and Two Sunday "Go Where the Water Glideth" Judge Smith. on May 5. 2~, at community hall. Near Chesaning. loading. Ash hauling will not be ..............................................Wilson Caro, Wednesday afternoon, Apr. done b:~ the village trucks. Services. Girls' Glee Club 25, at high school auditorium.
    [Show full text]
  • Sheet1 Page 1 Name of Drink Caffeine (Mg) 5 Hour Energy 60
    Sheet1 Name of drink Size (mL) Caffeine (mg) 5 Hour Energy 60 Equivalent of a cup of coffee Amp Energy (Original) 710 213 Amp Energy (Original) 473 143 Amp Energy Overdrive 473 142 Amp Energy Re-Ignite 473 158 Amp Energy Traction 473 158 Bawls Guarana 473 103 Bawls Guarana Cherry 473 100 Bawls Guarana G33K B33R 296 80 Bawls Guaranexx Sugar Free 473 103 Beaver Buzz Black Currant Energy 355 188 Beaver Buzz Citrus Energy 355 188 Beaver Buzz Green Machine Energy 473 200 Big Buzz Chronic Energy 473 200 BooKoo Energy Citrus 710 360 BooKoo Energy Wild Berry 710 360 Cheetah Power Surge Diet 710 None? Frank's Energy Drink 500 160 Frank's Energy Drink Lime 250 80 Frank's Energy Drink Pineapple 250 80 Full Throttle Unleaded 473 141 Hansen's Energy Pro 246 39 Hardcore Energize Bullet Blue Rage 85.7 300 Hype Energy Pro (Special Edition) 355 114 Hype Energy MFP 473 151 Inked Chikara 473 151 Inked Maori 473 151 Jolt Endurance Shot 60 200 Jolt Orange Blast 695 220 Lost (Original) 473 160 Lost Five-O 473 160 Mini Thin Rush (6 Hour) 60 200 Monster (Original) 710 246 Monster Assault 473 164 Monster Energy (Original) 473 170 Monster Khaos 710 225 Monster Khaos 473 150 Monster M-80 473 164 Monster MIXXD 473 Monster Reduced Carb 473 140 NOS (Original) 473 200 NOS (Original)(Bottle) 650 343 NOS Fruit Punch 473 246.35 Premium Green Tea Energy 355 119 Premium Iced Tea Energy 355 102 Premium Pink Energy 355 120 Red Bull 250 80 Red Bull 355 113.6 Page 1 Sheet1 Red Rain 250 80 Rocket Shot 54 50 Rockstar Burner 473 160 Rockstar Burner 710 239 Rockstar Diet 473 160
    [Show full text]
  • Sugar-Sweetened Beverage Marketing Unveiled
    SUGAR-SWEETENED BEVERAGE MARKETING UNVEILED VOLUME 1 VOLUME 2 VOLUME 3 VOLUME 4 THE PRODUCT: A VARIED OFFERING TO RESPOND TO A SEGMENTED MARKET A Multidimensional Approach to Reduce the Appeal of Sugar-Sweetened Beverages This report is a central component of the project entitled “A Multidimensional Approach to Reducing the Appeal of Sugar-Sweetened Beverages (SSBs)” launched by the Association pour la santé publique du Québec (ASPQ) and the Quebec Coalition on Weight-Related Problems (Weight Coalition) as part of the 2010 Innovation Strategy of the Public Health Agency of Canada on the theme of “Achieving Healthier Weights in Canada’s Communities”. This project is based on a major pan-Canadian partnership involving: • the Réseau du sport étudiant du Québec (RSEQ) • the Fédération du sport francophone de l’Alberta (FSFA) • the Social Research and Demonstration Corporation (SRDC) • the Université Laval • the Public Health Association of BC (PHABC) • the Ontario Public Health Association (OPHA) The general aim of the project is to reduce the consumption of sugar-sweetened beverages by changing attitudes toward their use and improving the food environment by making healthy choices easier. To do so, the project takes a three-pronged approach: • The preparation of this report, which offers an analysis of the Canadian sugar-sweetened beverage market and the associated marketing strategies aimed at young people (Weight Coalition/Université Laval); • The dissemination of tools, research, knowledge and campaigns on marketing sugar-sweetened beverages (PHABC/OPHA/Weight Coalition); • The adaptation in Francophone Alberta (FSFA/RSEQ) of the Quebec project Gobes-tu ça?, encouraging young people to develop a more critical view of advertising in this industry.
    [Show full text]
  • Mark Alan Smith Formatted Dissertation
    Copyright by Mark Alan Smith 2019 The Dissertation Committee for Mark Alan Smith Certifies that this is the approved version of the following Dissertation: To Burn, To Howl, To Live Within the Truth: Underground Cultural Production in the U.S., U.S.S.R. and Czechoslovakia in the Post World War II Context and its Reception by Capitalist and Communist Power Structures. Committee: Thomas J. Garza, Supervisor Elizabeth Richmond-Garza Neil R. Nehring David D. Kornhaber To Burn, To Howl, To Live Within the Truth: Underground Cultural Production in the U.S., U.S.S.R. and Czechoslovakia in the Post World War II Context and its Reception by Capitalist and Communist Power Structures. by Mark Alan Smith. Dissertation Presented to the Faculty of the Graduate School of The University of Texas at Austin in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy The University of Texas at Austin May, 2019 Dedication I would like to dedicate this work to Jesse Kelly-Landes, without whom it simply would not exist. I cannot thank you enough for your continued love and support. Acknowledgements I would like to thank my dissertation supervisor, Dr. Thomas J. Garza for all of his assistance, academically and otherwise. Additionally, I would like to thank the members of my dissertation committee, Dr. Elizabeth Richmond-Garza, Dr. Neil R. Nehring, and Dr. David D. Kornhaber for their invaluable assistance in this endeavor. Lastly, I would like to acknowledge the vital support of Dr. Veronika Tuckerová and Dr. Vladislav Beronja in contributing to the defense of my prospectus.
    [Show full text]
  • Side Effects of Energy Drinks Caffeine
    Side Effects of Energy Drinks By: Sarah Holmboe, M.A., YSB Parent Education Coordinator Are there really side effects from the ingredients in energy drinks? The information below has been adapted from “Energy Drink Side Effects” from http://www.caffeineinformer.com/energy-drink-side-effects#2. Energy drinks are popular among youth, who are consuming more and more. Youth typically consume these drinks for a burst of energy, whether it’s to help them stay up late to study, or to help them stay awake the next day. However, recent research suggests that there are risks associated with the over-consumption of energy drinks. Energy drinks may contain supplements and vitamins and are required to list warnings on the label about consuming more than the recommended serving. In moderation, most people will have no adverse, short-term side effects from drinking energy drinks. However, the long-term side effects from consuming energy drinks aren’t fully understood as of yet. Let’s take a look at the most common energy drink ingredients and list the potential side effects that could result from ingesting too much of them. Caffeine This is the most common energy drink ingredient and one of the most widely consumed substances in the world. Energy drinks have varying levels of caffeine; here are some of the popular brands and their caffeine content: 10-Hour Energy 422 mg 5-Hour Energy 200 mg Monster 160 mg Mountain Dew Kickstart 92 mg Red Bull 80 mg Rockstar 160 mg Vamp Energy 240 mg (To find the caffeine content of your favorite drink, check out www.caffeineinformer.com) Caffeine tolerance varies between individuals, but for most people a dose of over 200-300mg may produce some initial symptoms, such as restlessness, increased heartbeat, and insomnia.
    [Show full text]
  • The Complete Poetry of James Hearst
    The Complete Poetry of James Hearst THE COMPLETE POETRY OF JAMES HEARST Edited by Scott Cawelti Foreword by Nancy Price university of iowa press iowa city University of Iowa Press, Iowa City 52242 Copyright ᭧ 2001 by the University of Iowa Press All rights reserved Printed in the United States of America Design by Sara T. Sauers http://www.uiowa.edu/ϳuipress No part of this book may be reproduced or used in any form or by any means without permission in writing from the publisher. All reasonable steps have been taken to contact copyright holders of material used in this book. The publisher would be pleased to make suitable arrangements with any whom it has not been possible to reach. The publication of this book was generously supported by the University of Iowa Foundation, the College of Humanities and Fine Arts at the University of Northern Iowa, Dr. and Mrs. James McCutcheon, Norman Swanson, and the family of Dr. Robert J. Ward. Permission to print James Hearst’s poetry has been granted by the University of Northern Iowa Foundation, which owns the copyrights to Hearst’s work. Art on page iii by Gary Kelley Printed on acid-free paper Library of Congress Cataloging-in-Publication Data Hearst, James, 1900–1983. [Poems] The complete poetry of James Hearst / edited by Scott Cawelti; foreword by Nancy Price. p. cm. Includes index. isbn 0-87745-756-5 (cloth), isbn 0-87745-757-3 (pbk.) I. Cawelti, G. Scott. II. Title. ps3515.e146 a17 2001 811Ј.52—dc21 00-066997 01 02 03 04 05 c 54321 01 02 03 04 05 p 54321 CONTENTS An Introduction to James Hearst by Nancy Price xxix Editor’s Preface xxxiii A journeyman takes what the journey will bring.
    [Show full text]
  • Effects of Energy Drinks on Metabolism at Rest and During Submaximal Treadmill Exercise in College Age Males
    View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by TopSCHOLAR Original Research Effects of Energy Drinks on Metabolism at Rest and During Submaximal Treadmill Exercise in College Age Males JANAE NIENHUESER1*, GREGORY A BROWN1‡, BRANDON S. SHAW2‡, and INA SHAW3‡ 1Human Performance Laboratory, Department of Health, Physical Education, Recreation, and Leisure Studies, University of Nebraska at Kearney, Kearney, NE, USA; 2Tshwane University of Technology, Department of Sport, Rehabilitation and Dental Sciences, Pretoria, Gauteng, REPUBLIC OF SOUTH AFRICA; 3Vaal University of Technology, Department of Marketing and Sport Management, Vanderbijlpark, Gauteng, REPUBLIC OF SOUTH AFRICA * Denotes undergraduate student author, ‡Denotes professional author ABSTRACT Int J Exerc Sci 4(1) : 65-76, 2011. Energy drinks are widely available and popular among athletes and non-athletes. However, the effects of energy drinks on resting and exercise energy expenditure and metabolism remain largely unknown. On four separate occasions, baseline measurements of resting metabolic rate (RMR) and Respiratory Exchange Ratio (RER) were obtained in ten healthy males (21.4 ± 1.6 y, 77.60± 7.5 kg, 180.0 ± 7.1 cm). Then, in a randomly assigned cross-over design, the subjects consumed 473 ml of one of three commercially available energy drinks or a placebo and then RMR and RER were measured 1 hour later. The subjects then engaged in 15 minutes of treadmill exercise at 50% of V02max, during which RER and oxygen consumption (VO2) were measured. RMR was not changed by placebo, but increased (P<0.05, means ± se) above baseline by 10 ± 2.5%, 15.0 ± 2.9%, and 15.3 ± 2.9%, following Energy Drink One, Energy Drink Two, and Energy Drink Three (respectively) with no differences between energy drinks.
    [Show full text]
  • 2010 Alcohol Energy Drink Order
    STATE OF MICHIGAN DEPARTMENT OF ENERGY, LABOR & ECONOMIC GR0\11.n"H LIQUOR CONTROL COMMISSION ADMINISTRATIVE ORDER The Michigan Liquor Control Commission (hereinafter Commission) has before it a certain matter involving the sale and distribution of Alcohol Energy Drinks in the State of Michigan_ The Commission has a reasonable belief that Alcohol Energy Drinks present a threat to the public health and safety and twenty-nine (29) Attorneys General from across the nation are of the opinion that Alcohol Energy Drinks pose serious health and safety risks to American youth. The popularity of Alcohol Energy Drinks is increasing among college students and underage drinkers and the safety of ingesting a mixture of stimulants and beer, e.g. Alcohol Energy Drinks, has not been established. The safety of these intentionally infused stimulants, Le. Caffeine, Taurine, Guarana, Ginkgo Biloba, Ginseng, or other herbal or chemical substances, at uncontrolled levels - mixed with alcohol, has not been established by scientific evidence or the FDA as "generally recognized as safe" additives to alcoholic beverages (GRAS). The Commission exercises complete control of the State's alcoholic beverage traffic through the Constitution 1963, Article 4, §40, and has the sole right, power and duty to control the State's alcoholic beverage traffic pursuant to MCL 436.1201(2). The Commission may disapprove any beer label submitted for registration that is deemed to promote intemperance, or intoxication, or to be detrimental to the health, safety, or welfare of the general public. [Commission Rule 436.1611(1)(d)] The administrative process allows the Commission, upon discovery, to correct any errors that might have occurred in Its approval of Alcohol Energy Drinks.
    [Show full text]
  • Energy Drinks: Health Risks and Toxicity
    Research Energy drinks: health risks and toxicity Naren Gunja he new millennium has ush- MB BS, FACEM, Medical Abstract 1 ered in a wave of synthetic, Director and Toxicologist, Objectives: To describe the epidemiology and toxicity of caffeinated energy and Clinical Senior caffeinated high-energy 2 T drink exposures in Australia. Lecturer drinks targeted at the youth market. Design, setting and subjects: Retrospective observational study analysing data Jared A Brown Over the past 10 years, the consump- BPharm(Hons), MPH, from calls regarding energy drink exposures recorded in the database of an Senior Poisons Specialist tion of caffeinated beverages intended Australian poisons information centre over 7 years to 2010. (Research and Audit)1 to “energise” has increased signifi- Main outcome measures: Type of exposure; co-ingestants; symptoms cantly. Energy drinks were recently reported; and reported hospitalisations. 1 NSW Poisons Information shown to comprise 20% of the total Centre, The Children’s Results: Callers reported 297 exposures to energy drinks, which showed an Hospital at Westmead, convenience store beverage market, increasing annual trend from 12 in 2004 to 65 in 2010. Median age for the 217 Sydney, NSW. with “Red Bull” and “V” accounting subjects with recreational exposure was 17 years (interquartile ratio [IQR], 15–21; 2 Discipline of Emergency range, 11–60) and 57% were male. One hundred recreational users co-ingested Medicine, Sydney Medical for over 97% of sales in this multimil- 1 School, University of lion-dollar industry. Increasingly, other substances, predominantly alcohol (50) or other caffeinated products Sydney, Sydney, NSW. toxicity from caffeine overdose is (44). The number of energy drinks consumed in one session varied greatly (median, 5 units; IQR, 3–8; range, 1–80).
    [Show full text]