MARKETING OF KS ENERGY DRINKS

MARKETING OF KS ENERGY DRINKS
A PERSONAL OPINION
On Saturday 27th April 2013 when I visited THE GYM for my evening fitness dose, I was surprised to see two persons in red KS logo shirts serving chilled energy drinks to the visitors to the Gym. I made enquiries and gathered they were students and were doing part-time Event Management for the company by offering free samples to taste and seeking a feedback. I too sampled a red can of Berry flavored drink. I asked the students a few basic questions but they were not in a position to answer them. They were just doing the job assigned to them ! Most of the feedback filled in the response sheets by the samplers was “Good”, “Excellent” etc. I reserved my comments. I have reservations about such ENERGY DRINKS in general. There have been several controversies about such drinks in the past. Many have questioned whether they really boost your energy. My readings and some research on the internet revealed the following:
“Most energy drinks contain large amounts of caffeine, which can provide a temporary energy boost. Some energy drinks contain sugar and other substances. The boost is short-lived, however, and may be accompanied by other problems. For example, energy drinks that contain sugar may contribute to weight gain — and too much caffeine can lead to: Nervousness / Irritability / Insomnia / Rapid heart beat /  Increased blood pressure”. “If you’re consistently fatigued or rundown, however, consider a better — and healthier — way to boost your energy. Get adequate sleep, include physical activity in your daily routine, and eat a healthy diet. If these strategies don’t seem to help, consult your doctor. Sometimes fatigue is a sign of an underlying medical condition, such as hypothyroidism or anemia.” “There are a few groups for which energy drinks are typically not recommended. If you have an underlying condition such as heart disease or high blood pressure, ask your doctor if energy drinks may cause complications. Pregnant women and women who are breast-feeding may want to especially limit consumption of these beverages.” “With the growing popularity of energy drinks, many parents have become concerned about how much caffeine their kids are getting. The
American Academy of Pediatrics recommends that adolescents get no more than 100 milligrams of caffeine a day. Younger children shouldn’t drink caffeinated beverages on a regular basis.” “Caffeine is widely studied and well-known for making you feel more alert,” says Matthew Ganio, PhD, a researcher at the Institute for Exercise and Environmental Medicine at Texas Health Presbyterian Hospital in Dallas. “But its effects come from being a stimulant, meaning it makes you feel energetic by offsetting the mental and physical fatigue that occurs throughout the day, especially during exercise.” “If you’d prefer a low-tech boost, go for a glass of milk, a cup of yogurt with fruit, or an apple with a little peanut butter. The mix of carbohydrate, protein, and fat will ultimately slow digestion, thus preventing the spike and subsequent roller-coaster drop in blood sugar. “Your energy will last longer, and you’ll get a nice dose of nutrients along with the calories”
There is a lot of such information available on the net. So I am of the view that we should be very careful about consuming such drinks. I also feel that such Event Management stints are merely smart marketing ploys to hook us. Yes, the 250 ml can costs Rs.95/- per piece. It is too high a price and I am sure there are healthier alternatives that can cost very less and still have no side effects. I feel if we eat normal home cooked food consisting of a balanced diet, it is sufficient. So, no Energy Drinks for me. Readers, friends, decide for yourself. BTW, “KS” stands for KamaSutra…yes the condom and deodorant brands…! Now the group has diversified to energy drinks.
THIS WAS POSTED ON FACEBOOK PAGES OF MY BANK ND FOLLOWING WERE SOME OF THE RESPONSES:

B.R. Parthasarathi Better skip such drinks as u ur self expressed misgivings -Glucon D or Coconut water will also energize.

Ramesh Bhave To increase the sale of KamSutra perhaps the company has entered in this business. Double benefit Scheme!!! Your observations are very right. No drinks are required do more physical work & eat your normal food that is all.

Lajpat Rai Thakral But friends, who is going to ban these drinks which has lot of side effects on health. Now a days people have enough money and advertisement do play their role and sale of these products become a fashion. like we are now using Nike, Adidas and various other foreign brands which de heavy on our pockets but nothing doing our youngsters will not agree buying less than these products even if parents may be feeling pinch of their hard earned money. May God bless our fast changing society.

Ashutosh Kumar Say no to energy drinks.Say yes to nimbu pani…

Naresh Nagar Agreed with you….

Ramesh Bhave Jatinderpal ji mujhe lagta hai ki Mausam mein jo phal (Fruits) paida hote hai vo khane chahiye. Ritukalodbhava.

Jatinder Pal Singh Broca THANKS TO ALL THOSE WHO HAVE RESPONDED TO MY POSTING.

Shiv Bohra Thanks for useful information. In brief,normal food, milk/yoghurt and mausami phal r best to keep normal health if u r not doing extra physical work such as sports etc.

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One Response
  1. J S BROCA says:

    DEAR READERS,
    Here are some more comments from others :
    Sampath Kumar Broca ji.I think you have excellent market skills. unfortunately you have retired from the bank.
    D.Om Prakash Thank you for sharing this info, Jatinder Pal Singh Broca ji – Nothing to beat our own Lassi, in my opinion, esp in the mornings after breakfast as a good energy drink!
    Aman Sharma really .. sir u have excellent skills of marketing … hats off …sir

    J S BROCA
    NEW DELHI
    1ST MAY 2013

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