In the case under review, the dilemma lies in attracting the target population to the energy drink without discouraging them from consuming more expensive but healthier food. The latter situation, meanwhile, is quite probable in case of using the proposed slogan. Notably, many may switch their food preferences from meat, milk, and other natural sources of energy to the given product solely because it is cheaper. If this happens on a regular basis, the target countries may experience a noticeable increase in the rates of cardiovascular diseases, obesity, and diabetes. The reason is the high concentration of caffeine and sugar in energy drinks (“Serious health risks associated with energy drinks,” 2017). The most apparent consequence will be excessive load on the insufficiently capable healthcare systems, which will throw the countries into a crisis.
The responsibility of the marketing manager to the population, therefore, is not limited to the ethical area; the major issue, public health, combines social and medical concerns. Considering this, it is critical to persuade the boss to change the slogan. Designing a customized advertisement campaign will require additional investments but help prevent several countries from serious social as well as economic disruptions, which doubtlessly should be the priority.
It is essential to remember that a successful introduction of the product is not the only duty of the marketing manager. Primarily, he or she has to be able to anticipate the population’s response to the performance of the business. This involves predicting the possible negative consequences as well, which a socially responsible firm has to smooth before, not after, entering a certain market. In the case under review, the possible alternative is focusing on the new experiences the consumption of Energyshot can provide.
Reference
Serious health risks associated with energy drinks. (2017). Science Daily. Web.