Abstract
Energy drinks remain one of the most dynamic segments of soft drinks. Recent developments indicate that companies are extending their activities. The fact that the category of energy drinks is so successful is leading to a highly competitive environment. Therefore, to increase profit and to create a firm position in such a competitive market, promotion policies and its strategies and forms by companies should be properly understood and implemented. To this end, this part of the paper will review literature from various authors for purposes of understanding the role of drafting and implementing promotion strategies and marketing itself in companies in general. Data from theoretical aspect have served as guidance in conducting the practical part of this paper on the ground. In the second part of the paper, a practical research was conducted; a survey questionnaire with owners of two energy drink producers in Kosovo was carried out, i.e., “Golden Eagle” and “Red Rain”. As a result of primary data we have obtained from the survey, we established the extent of the basic knowledge of these companies. At first, regarding marketing in general, but also on promotion and promotion strategies in particular. Also, there were selected 30 customers of these two companies from the random sample to see whether there was an impact of promotion forms that these companies used on their choosing of products. Finally, from the data obtained from primary and secondary sources we managed to come to certain specific and meaningful conclusions both in terms of the companies we studied, but also about other companies of the same or other similar sectors.
Highlights
History of energy drinks in the United States of America indicates that early on, athletes were the key consumers
In this part of this paper; we have presented results of the survey questionnaire which we have submitted to both companies for energy drinks production in Kosovo; namely; Frutex – Golden Eagle and Fluidi L.L.C – Red Rain
On the other hand; during the discussion part and analysis of results deriving from the survey which is dedicated to juice producing companies in Kosovo; it has been confirmed that juice producing companies have a marketing department within their organizational structures
Summary
History of energy drinks in the United States of America indicates that early on, athletes were the key consumers. This shows that energy drinks even at the beginnings had targeted a selected crowd; a group of people with special interests. After a 10 year period, this industry is operating with a highly advanced technology, with professional staff; products provided are checked by intern laboratories and by the National Institute in Prishtina, Agricultural Institute of Peja; including many international laboratories. Domestic producers operating in this industry have managed to such an extent, as they have already started to develop a very successful export as well. There are producers that export their products to: Albania; Macedonia; Montenegro; Serbia; Bosnia; Slovenia; Austria; Italy; Germany; Switzerland; Belgium; Great Britain; Senegal; Libya; Togo; etc
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