Feasibility Report By Michael Ruge Rance Schindler and Brandon Sullivan Executive Summary In this report we examined six flagship energy drinks found at Walmart to find which energy drink was best for consumers These energy drinks were ID: 576066
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Slide1
What Flagship Energy Drink Should You Buy?
Feasibility Report
By
: Michael
Ruge
,
Rance
Schindler, and Brandon Sullivan
Slide2
Executive Summary
In this report, we examined six flagship energy drinks found at Walmart to find which energy drink was best for consumers. These energy drinks were
:
Rockstar
®
,
Monster
®
,
Red Bull
®
,
Full Throttle
®
,
Nos
®
,
and Amp
®
. In order to determine what drink was best, 20 participants were given a survey asking how important taste, sugar content, caffeine content, calorie content, and cost were in finding the right energy drink. These participants were also given a blind taste test where they were given a cup of each of the six energy drinks. The participants were then asked rate each drink.
Based on what criteria consumers found the most important and what energy drink tasted the best, we recommend Monster
®
to consumers looking for a great flagship energy drink.Slide3
Introduction:
What is a Flagship Energy Drink?
When we use the term “flagship”, we are referring to the main, original, or pioneering flavor of the energy drink. Slide4
Introduction:
Flagship
Energy Drinks Found at Walmart
Red Bull
®
Full Throttle
®
Rockstar®Monster®Nos®Amp®Slide5
Introduction:
Criterion
The criteria we are using to determine what the best flagship energy drink is:
Taste
Cost
Sugar Content
Caffeine Content
Calorie ContentSlide6
Obtaining Data:
Survey and Taste Test
T
o determine what the best flagship energy drink was, we decided to have a survey and a taste test. On the survey, we asked our participants to rank on a scale of 1 to 10 how important taste, sugar content, caffeine content, calorie content, and cost was to them (1 being not important and 10 being very important).
Next, we had our participants drink small samples of energy drinks. Each energy drink was poured into a cup that was either labeled A, B, C, D, E, or F, to prevent personal bias towards a certain brand affecting the taste test.
As our participants drank each sample, we had them rate the energy drink’s taste on a scale of 1 to 10 (1 being bad and 10 being amazing).Slide7
Obtaining Data:
Survey and Taste TestSlide8
Obtaining Data:
Nutritional Facts and Cost
Energy
Drink
Caffeine per 16 oz.
Calories per 16
oz
Sugar
per 16 oz.
Cost per 16
oz. can
Red Bull
®
154 mg
220
56g
$3.68
Full Throttle
®
160 mg
220
58g
$1.58
Rockstar
®
160 mg
280
62g
$1.58
Monster
®
160 mg
210
54g
$1.78
Nos
®
160 mg
210
53g
$1.58
Amp
®
142 mg
220
58g
$1.48Slide9
Calculations:
Weights
Weights corresponding to the importance of each criteria had to be determined. Each weight of each criteria was calculated by adding together the average score of each criteria, then dividing each criteria’s average score by this sum.
Equation: (Criteria Average
/ Sum of Criterion Averages) * 100Slide10
Calculations:
Weights (continued)
Criteria
Average Score
Weight
Taste
9.05
30%
Sugar Content
4.8
16%
Caffeine Content
5.9
19%
Calorie Content
3.55
12%
Cost
7
23%Slide11
Calculations:
Points per Criteria
Each energy drink ranked from 1 to 6 for each criteria (taste, sugar content, caffeine content, calorie content, and cost), with 1 being the lowest score and 6 being the highest.
In the event that the drinks had the same amount of sugar, caffeine, or calories, we used the standard competition ranking system.
Example of this system: Three drinks have the same lowest cost, meaning all three will be given a score of 6. The next drink with the lowest cost will be given a 3.Slide12
Calculations:
Points per Criteria (continued)
Energy Drink
Taste Ranking
Sugar Content
Ranking
Caffeine
Content Ranking
Calorie
Content Ranking
Cost Ranking
Red Bull
®
4
4
5
4
1
Full Throttle
®
5
3
4
4
5
Rockstar
®
1
1
4
3
5
Monster
6
5
4
6
2
Nos
®
3
6
4
6
5
Amp
®
2
3
6
4
6Slide13
Calculations:
Weighted Scores
Energy Drink
Taste
(30%)
Sugar Content
(16%)
Caffeine
Content
(19%)
Calorie
Content
(12%)
Cost
(23%)
Total
Weighted Score
Red Bull
®
Raw Score
Weighted Score
4
1.2
4
.64
5
.95
4
.48
1
.23
3.5
Full Throttle
®
Raw Score
Weighted Score
5
1.5
3
.48
4
.76
4
.48
5
1.15
4.37
Rockstar
®
Raw Score
Weighted Score
1
.3
1
.16
4
.76
3
.36
5
1.15
2.73
Monster
®
Raw Score
Weighted Score
6
1.8
5
.8
4
.76
6
.72
2
.46
4.54
Nos
®
Raw Score
Weighted Score
3
.9
6
.96
4
.76
6
.72
5
1.15
4.49
Amp
®
Raw Score
Weighted Score
2
.6
3
.48
6
1.14
4
.48
6
1.38
4.08Slide14
Conclusion
We found that the most important factor in finding an energy drink is taste (30%), with cost as the second most important factor (23%).
With each criteria’s weight considered, the drink with the highest weighted score is Monster
®
. Monster
®
had the highest scores in taste and calorie content, and high scores overall.The drink with the lowest weighted score is Rockstar®.Slide15
Recommendation
Our group recommends that consumers buy Monster
®
when looking for the best flagship energy drink because Monster
®
had the highest rated score of the flagship energy drinks found at Walmart.