Mc Donald Research Paper

Background

The brand of AMP Energy is owned by PepsiCo, Inc. It was originally sold with the brand of Mountain Dew from 2001, and since 2009 “AMP Energy” has become an independent energy drink brand. AMP was originally designed as extending flavors for Mountain Dew. After declared to be independent, AMP expanded more flavors and packaged in 16-ounce and 24-ounce cans. In addition, AMP has also launched Energy Juice and Energy Boost into the worldwide market. By end of 2013, AMP has developed the markets in the United States, Canada, and the United Kingdom. According to the statistics of retail sales, AMP Energy has become the number four energy drink brand in the U.S.

Functions

Global Presence and Culture Accommodation

AMP Energy is a young energy drink brand with 10 years brand history and five years independently operating history. The U.S. is the main market of AMP, and in 2008, AMP has expanded to Canada. In 2013, The United Kingdom has developed as the third retailing market of AMP. Furthermore, AMP sells the energy drinks to the worldwide customers through the internet, like Amazon.com and Ebay.com. AMP Facebook pages is the main social media that let people get information and contact with them. Besides, people can also get in touch with AMP through other social media, such as Twitter, Instagram, blog, etc. Overall, AMP deserves 3 out of 5 points in the global presence and culture accommodation aspect. There is a reason to each point taken. First, AMP Energy is an independent brand but it does not have its own official online homepage. Currently, it uses the homepage on Facebook as its official page. Secondly, AMP has already expanded to the UK in the last year, but there is no any social media so far could help customers link to the information about AMP in the UK.

Marketing/Sales

In order to develop the marketing and sales, AMP does not only expand its marketing geographically, but also pay attention to developing the variety of products. AMP Energy Juice, AMP Energy Sugar-Free Lightning Drink, and AMP Energy Gum are new featured products. All new products are promoted by robust marketing plan of AMP. They chose the grassroots social media including radio, magazine and gas station television advertisements to promote their new offering. AMP Energy also offers sponsorships for advertising. Since 2008, AMP has sponsored the driver Dale Earnhardt, Jr. and his No. 88 car in the NASCAR Sprint Cup Series. At the same year, AMP has sponsored the Talladega Superspeedway race with the title “AMP Energy 500.” AMP has also sponsored a snowboard team and the 27th Annual US Open Snowboarding Championships. Overall, AMP deserves 4 out of 5 scores of the marketing and sales aspect. The reason of losing one point is that there is no brand homepage for product sells, releasing promotion, and advertising new offering.

Public Relations

AMP Energy is good at using social media to maintain its public relations. Facebook, Twitter, and blogs are all good platforms to connect with clients and customers. People could leave their questions, curiousness, and complaints on these places and the customer service would provide the feedbacks here. There are over 580 thousand likes on its US homepage and over 77 thousand likes on the Canada homepage, hundreds of people are talking about AMP every day. In addition, 17.6 thousands followers on Twitter. AMP Energy also has a Q&A page under the parent company website Pepsico.com. On the bottom of the Q&A page, four contact methods are listed: online chatting, phone number, mailing address, and the Hyperlinks of their Facebook and Twitter. On this page, customers could enter the bar-code of the products to get the detailed information. People can also submit questions quickly in this page. This Q&A page also includes some brief descriptions about AMP, nutrition of products, promotions, and special offers. Overall, AMP receives 5 out of 5 points in this public relations aspect because AMP effectively uses social media to maintain the public relationships.

Community and Outreach Services

Developing community and outreach services is a good way to advertise the brand. Most of communities and outreach activities could leave special memory in people’s minds and the brand would give them deep impressions. Most of communities and outreach services and information of activities are released through social media platform, such as Facebook and Twitter. People can upload any photos with AMP drinks and tag AMP Energy on Facebook or Twitter, the people may win the gifts from AMP. The recent activities is “Sourface”, which is people send their “sourface” photos to AMP and win the great rewards. Overall, AMP receives 3 out 5 points because there are no physical activities and services provided in local communities.

GRADE

FACEBOOK “LIKES” GROWTH IN PAST 6 MONTHS

REFERENCES

AMP Energy (n.d.). AMP Energy. Retrieved April 26, 2014 from PepsiCo website

https://cu.pepsico.com/amp

AMP Energy (n.d.). AMP Energy. Retrieved April 26, 2014 from AMP Energy Wiki:

http://en.wikipedia.org/wiki/Amp_Energy

Bevnet. (2010). New AMP Energy Juice Launches Nationwide. Retrieved from

http://www.bevnet.com/news/2010/2-25-2010_AMP_Energy_Juice_launches_ nationwide

Facebook: AMP Energy. (n.d.). Retrieved from https://www.facebook.com/AMPEnergy?fref=ts

Fuse (n.d.). AMP Energy Twitter Case Study. Retrieved from http://www.fusemarketing.com/Social_Media_Twitter

SocialBakers: AMP Energy (2014 April). AMP Energy Fans. Graph retrieved from

http://www.socialbakers.com/facebook-pages/21880241712-amp-energy

Twitter: AMP Energy. (n.d.). Retrieved from https://twitter.com/AMPEnergy