Strategic Recommendations for Red Bull

Strategic Recommendations for Red Bull Keeping the Red Bull Flying - Strategic Recommendations to Build  the Brand and Drive Revenue Growth Since its launch in 1995 in Austria, Red Bull has, in essence, created the hip and fashionable category of â€Å"functional energy drinks†. Its marketing program has been the epitome of â€Å"buzz† marketing in which pull strategies are utilized to expand product distribution methodically on a global scale. The promotion of Red Bull has been pure and focused on the elements of the product: the distinctive silver and blue 250mL can, the singular marketplace offering, the unique logo and underlying mantra â€Å"Energy Drink† followed by a campaign of selective introduction to the particularly â€Å"cool† consumers via sampling and endorsement by personalities synonymous with the brand personality of the product. Judging by results alone, the remarkably consistent (albeit with the notable inconsistency of the United Kingdom product introduction) marketing plan has been a tremendous success as evidenced by the entrance of so many â€Å"me-too† products. Despite the entry of the â€Å"big dogs† (i.e., Coca-Cola, Pepsi, et al), Red Bull had managed to achieve sales of near $1billion by the end of 2001. The success of the bran is also evident by the exorbitant price premium that consumer are willing to pay ($1.99 $3.00) for just 8.3 fluid ounces of product that was until recently, only available in a single serving (initial offering of 4- packs retained the pricing per ounce of the single serving size). The targeted audience for this product is, â€Å"anyone†¦ who is fatigued [mentally or physically].† Despite this shotgun approach, penetration is far deeper in younger demographics, especially the 14-19 groups (65% in Austria, 28% in the UK). A large part of the product’s continuing success is the uniform consistency of the brand image as it is positioned in each market. Competing on the basis of a premium product consumable by anyone with the universal need to reduce fatigue, the product has taken first-mover advantage and remained on top by the maintenance of a premium product that fulfills a ‘commoditized-niche’ need of the consumer. In terms of the Red Bull’s competitive position, the emergence of the category and the success of Red Bull has created a highly competitive field of me-too and novel products. Despite this competition, Red Bull remains a large but niche product that has become a powerful â€Å"original† brand. Threats to their market position include the wake of new and existing products from companies with deep pockets, extensive distribution networks and substantial marketing prowess – some of the 75% (in the UK) market share will be lost (Choeke 2005, p.3; Clark 2005; Euromonitor 2005, p. 3). The opportunities that Red Bull has are a direct result of their weaknesses: a single product made in a single location. This is the epitome of the clichà © that warns against putting all one’s eggs into a single basket. As a consequence, Red Bull places a strong emphasis on conservative inventory strategies by having 45 – 60 days of products at distribution centers (in the US) (Modern Materials Handling 2005), p. 11). While the emphasis on being at the shelf is admirable, this represents a significant (up to almost 17%) of ones annual volume sitting around – 17% of one’s annual revenue tied up in accounts receivables. To continue to build upon this success, it is recommended that Red Bull consider a two-fold strategy. First, there is considerable equity in the brand and the beverage that can be leveraged significantly in a brand extension of a product such as an ‘energy bar’. The key risk of this strategy is that the pure, singular product offering of today will be diluted. Despite this risk, the extension of what Red Bull actually represents does not necessarily dilute but can likely reinforce the idea that the brand of Red Bull represents, â€Å"what you consume [not just drink] when you are fatigued† versus the more restricted â€Å"drink† cateogory. By redefining the frame-of-reference, the category can be effectively extended and a like-branded product such as â€Å"Red Bull Solid Fuel† can effectively capture money left on the table while presenting minimal risks for damaging the current substantial brand equity of the beverage product alone. This brand exte nsion is compatible with the spirit of the current product, a key factor in the likelihood of consumers accepting and even embracing an additional product (Yeung Wyer 2005, p. 495). An alternative to â€Å"SolidFuel† is an additional beverage such as a sports drink. While this is a legitimate possibility, the risk of brand dilution is greater as both products are beverages though intended for different consumers. SolidFuel is a different but related category that seeks to gain a larger share of wallet though not necessarily expanding the existing customer base. This product will complement rather than potentially compete with the original Red Bull product and utilize the paradigm of a â€Å"branded house† rather than a house of [potentially competing] brands (Aaker Joachimsthaler 2000, p. 9), In addition to efforts to grow revenues through brand extensions, an additional recommendation alluded to earlier, it that Red Bull should expand production from solely Austrailia to a site in Europe and North America. By having a single facility to product product for a globe, unnecessary costs are being built into the supply chain. In addition to being forced to produce, manage, move and store massive quantities of material, there is the presence of a great deal of risk if something should happen. With but a few additional sites, risk can be virtually eliminated and distribution and holding costs significantly reduced. To address the concern of the fact that Red Bull is perceived to be a niche’ product, it is recommended that a action be taken to build brand awareness and specifically to penetrate both deeper and in additional demographic segments, it is recommended that Red Bull develop mass media advertisements such as television spots. These clips should feature a key â€Å"fatigue driver†. By this, it is meant that activities besides extreme physical exertion should be utilized such as: A long road-trip – This should feature a middle-aged, yet well-groomed commercial truck driver that focuses on a route map. This map should prominently feature a long line which traverses several states. Further, this individual should eschew coffee, instead, he should be shown enthusiastically consuming a Red Bull . A series of ‘relentless’ meetings – This clip should show a clock indicating an early hour and a business meeting ‘in progress’ that, according to the clock, keeps going. Similar to the above example, the shot should demonstrate that Red Bull is an attractive alternive or substitute for coffee and could also play upon the feature s of consistent quality of Red Bull (versus the variance of a secretary’s coffee making skill). A grueling school assignment – The obvious shot would include a study group at a late hour†¦ just beginning to study for a major test of solve a lengthy problem. Of course, Red Bull is there. Each of the above scenarios are representative of mental or physical fatigue and the â€Å"break-through† that can be attained by the key benefits and attribute of the Red Bull product. These also particularly lend themselves both to brand extension and extensions of the current ‘most likely to use’ demographic segment. In summary, Red Bull has seen seemingly indefatigable success of a single product. By taking steps to simultaneously launch â€Å"SolidFuel†, the result will be the success that is achieved simply by meeting the already expressed needs and desires of the marketing with a product that is positioned to leverage the current awareness, recognition, and image of the current product. As this strategy entails the creation of a category-extension, there is minimal risk of the dilution of the powerful core brand value and the image that is currently held. Further, to maintain and even build the markets for these products, Red Bull should move away from the successful cartoon-type advertisements and focus on the â€Å"next thing† for a fickle consumer mass. This advertising should be of an experiential nature that focuses on situation in which Red Bull [products] can be utilized for a key benefit while each advertisement â€Å"closes† with a central brand reinforcing image such as the Red Bull logo. Works Consulted Aaker, D., and Joachimsthaler, E. (2000, Summer). â€Å"The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge†. California Management Review, (42)4, pp. 8-23. Choeke, M. (2005, October 11). â€Å"Coke Eyes Red Bull with Launch of Still Energy Drink†. Marketing Week. October 11, 2005 edition. Clark, N. (2005, December). â€Å"Coca-Cola adds Taurine to Product†. Marketing, December 14, 2005 edition. Euromonitor. (2005, December). â€Å"UK Market for Functional Drinks†. Euromonitor – Market Research Monitor. Accessed online March 9, 2006. Modern Materials Handling. (2005, December). â€Å"How Red Bull Puts a Charge in It’s Supply Chain†. Modern Materials Handling, p. 11. Yeung, C., and Wyers, R. (2005, November). â€Å"Does Loving a Product Mean Loving Its Products? The Role of Brand-Elicited Affect in Brand Extension Evaluations†. Journal of Marketing Research (42), pp. 495-506.

English Essay

What does Emerson think of people who call for consistency in thought and action and who fear being misunderstood? ? He believes being foolish is ridiculous and for little minds, and that you should speak your mind uninhibited, and that being misunderstood is not necessarily a bad thing. Many of history’s great minds were misunderstood. 5. Emerson makes many of his points through a series of figures of speech – comparisons between two things that are basically unlike. In â€Å"Self-Reliance† what does he compare with the ordinary things and events listed below. Be sure to respond in complete sentence format. Example: He compares cannon balls to words: â€Å"Else if you would be a man, speak what you think today in words as hard as cannon balls, and tomorrow speak what tomorrow thinks in hard words again, though it contradict every thing you said today. † A. planting corn- Planting corn is compared to basically reaping what you sow. No reward can come unless one puts in hard work, pain, and suffering in life, just like the work that goes into planting and harvesting corn. B. an iron string- An iron string is compared to trust in oneself. ? C. lay- Clay is compared to aspiring men who must let themselves be molded by the â€Å"Almighty effort†. * * â€Å"That government is best which governs not at all;†. Thoreau’s essay, inspired by a night in jail, was a bit biased against the government. Thoreau’s theory of how he believes a government should operate is simply not feasible- it is not reasonable to protest the operation of government policies by breaking the law, and then criticizing the government after spending a night in jail; the government is needed to stabilize a country, to provide order amidst chaos, and to ensure common welfare and health. The government has many functions in a country, and nothing could be accomplished without it- for example, a stabilized economy. Now, some people would argue that the government causes inflation and economic depression, but it is also the only thing that can stabilize it and bring it back into an upswing. By evidence of the Confederate states, before they became the United States, trying to be a united group but having separate small governments does not work. A government with even minimal power cannot collect taxes, enforce its laws, or protect its citizens. Chaos would then ensue. Chaos is also caused by lawlessness, which is in turned caused by a weak government. A wonderful example is the early United States. They attempted a Confederacy, a band of loosely tied states whose government had no real power. They states fought, the people fought against the states, it was mayhem – every man for himself. Laws were broken and justice was exacted in the form of revenge. There was no safety, no guarantees, no order. But with a strong government in place, society can function normally and live in relative peace. There is a system in place to protect, to lead, to help. Without it, all hell breaks loose. And hell is a place of misery and sickness, which is another thing that the government typically seeks to remedy. They may tax their people, but that money Thoreau refused to give up would be redistributed out to people in need. It goes to homeless shelters, veterans, old retired folks, a sick single mother, a young adult struggling to make it out of the ghetto. The government is there for the common good. It helps out the people, because the people elect its officials. There may be a handful who disagree, but the government is typically run by the majorities wishes, so that the majority of its people are at least satisfied, if not happy. A single person can be smart, but people as a collective group are stupid. They are like sheep- they require guidance and leadership in order to run like a well-oiled machine. Therefore the government must have power, and use it to govern. There will always be a andful of people like Thoreau who oppose the government, and argue for the underdog because they feel that the system has not worked in their favor, or even hindered them. But overall, a government is designed for the common good, and governments like the USA and many European countries are doing just that. But there is no point to a government that does not govern, for then it is worse than having none at all. The government is required to ensure the common good, health, and order is enforced and the majority of its people are safe and happy.

Use of Orthotics in Fall Prevention - 755 Words

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Analysis Of The Story The Little Girl - 846 Words

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Ingvar Kamprad vs Steve Jobs Essay - 1111 Words

Ingvar Kamprad and Steve Jobs are two people that have set their footmark forever on this planet. Ingvar Kamprad is founder of the great furniture empire, IKEA. Steve Jobs is best known as one of the co-founders of Apple, the most valuable company on earth. Both these business gurus are huge role models of mine and have definitely changed my way of thinking in several ways. Mr. Kamprad could be any 85-year-old white man with his faded coat, tinted prescription glasses and scuffed shoes; he looks like just another pensioner scraping by on a tight budget. Even though Steve Jobs left us as a 65 year old, together with his famous black mock turtleneck, blue mom jeans and cheap tennis shoes, they both shared a simple way of dressing.†¦show more content†¦Steve dropped college after only one semester and started to take a few part time jobs. In 1975, he worked for a video/computer company but suddenly decided for a 7 months trip to India in search of spiritual enlightenment. He came back to the US and started to experiment with psychedelics and according to a book, Steve called his LSD experiences â€Å"one of the two or three most important things done in my life.† After experimenting, he went back to the video/computer company and worked there once again. Steve and his computer friend Stephen Wozniak shared the same passion for computer s and after they assembled their first computer, Apple Computer Company was born. The company was born in Steve ´s garage 1976, and they continued to build several computers. People were hired, upgrades to bigger facilities were made and salesmen went great. Four years after Apples birth the company was worth $200 million. After a dispute between Steve and his employees, his own creation fired him. In revenge he started another computer company called NeXT and also bought the famous animation studio Pixar which he shaped from only being a simple dough to the most delightful pastry. Unlike Pixar, NeXT went bad but so did Apple. Steve convinced Apple to buy NeXT in order to compete with Microsoft and years after that he returned to Apple as a CEO and turned the company into what it is today, the most valuable company in the world (Internet). On theShow MoreRelatedThe Mind of a Marketing Manager26114 Words   |  105 Pages We are responsible to our employees, the men and women who work with us throughout the world. Everyone must be considered as an individual. We must respect their dignity and recognize their merit. They must have a sense of security in their jobs. Compensation must be fair and adequate, and working conditions clean, orderly and safe. We must be mindful of ways to help our employees fulfil their family responsibilities. \ Employees must feel free to make suggestions and complaints. ThereRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 Pages2011038674 10 9 8 7 6 5 4 3 2 1 ISBN 10: 0-13-283487-1 ISBN 13: 978-0-13-283487-2 Brief Contents Preface xxii 1 2 Introduction 1 What Is Organizational Behavior? 3 The Individual 2 3 4 5 6 7 8 Diversity in Organizations 39 Attitudes and Job Satisfaction 69 Emotions and Moods 97 Personality and Values 131 Perception and Individual Decision Making 165 Motivation Concepts 201 Motivation: From Concepts to Applications 239 3 The Group 9 10 11 12 13 14 15 Foundations of Group BehaviorRead MoreExploring Corporate Strategy - Case164366 Words   |  658 Pagesdeals spiralled upwards, outright acquisition of biotechs became a feasible alternative for cash-rich pharmas, driving further industry consolidation. failure of a crucial product, Pï ¬ zer was undergoing a strategic overhaul with the loss of 10,000 jobs. An intriguing response to environmental change was adopted by Roche, which positioned itself as operating an ‘integrated health care’ business model. Roche was the global leader in diagnostics and the strategic vision was to move from seller of instrumentsRead MoreCase Study148348 Words   |  594 PagesInstructor’s Manual Exploring Strategy Ninth edition Gerry Johnson Richard Whittington Kevan Scholes Steve Pyle For further instructor material please visit: www.pearsoned.co.uk/mystrategylab ISBN: 978-0-273-73557-1 (printed) ISBN: 978-0-273-73552-6 (web) ï £ © Pearson Education Limited 2011 Lecturers adopting the main text are permitted to download and photocopy the manual as required. Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies

Women in A Raisin in the Sun Free Essays

Lorraine Hansberry’s A Raisin in the Sun is the story of a struggling black family in Chicago. This story embodies Hansberry’s use of strong black women, she was a realistic artist, fascinated by ordinary and real people with each one clearly and vividly drawn. In this play, Hansberry portrays courageous and revolutionary women who share struggles with each other and also with their men. We will write a custom essay sample on Women in A Raisin in the Sun or any similar topic only for you Order Now Hansberry speaks loudly about the role women have played in the struggle for freedom. In A Raisin in the Sun, Hansberry shows three major female characters in very different stages in their lives. Lena wants to save her family from dissolution by resolving conflicts, remaining righteous and being the rock and the leader of the Youngers. Beneatha wants to both develop her intellect by attending school and be of service to humanity by practicing medicine; Ruth, on the other hand, wants Travis to grow up in a decent home in a decent neighborhood. However, they all share a common goal for their family. Although different from each other, the women remain unified at the end of the play when the whole family decides to move into a new house, significant because they would rather face the dangerous risk of moving into a racist neighborhood than stay in their poor situation. Mama portrays the traditional, holy, black woman during the period of the civil rights movement, much like that of the time she is the backbone in their house and supports the family through their many trials and tribulations. Throughout the play Walter, Lena Younger’s son, is undoubtedly a catalyst in the troubles the family faces. He seems helpless and feels he is less than a man because his family is poor and he has so many aspirations. During the play he lobbies for the support of the family to give him the money to invest in a liquor store, and finally in a critical scene, even though she has her doubts, Mama hands over part of the ten thousand dollars of his father’s life insurance to him. Walter may not know it but she is handing over the duty as the head of the household to him. After their heart-wrenching face to face talk with her son, Lena doesn’t want his dream to be deferred, she says, â€Å"Listen to me now. I say I’ve been wrong, son. That I been doing what the rest of the world been doing to you† ( ). Through giving this money to Walter, Lena hopes his spirits will lift before the family loses him. She then says, â€Å"There ain’t nothing worth holding on to, money, dreams, nothing else if it means it’s going to destroy my boy†. ( ). It is evident that there is nothing more important to Lena than her family’s happiness, and as a mother she only has Walter’s best interest in mind. Although Lena can be seen as an old-fashioned black woman she also displays some forward thinking on her part when she buys a house for her family. Not only does she just buy a house but she dares to buy one in a white neighborhood. She knows she is taking a risk but she does it anyway to improve her family’s living situation, advancing on the concept that her family always comes first. The house that she brought was the best she could find for her money and she wasn’t going to be denied such an opportunity because of the racist neighborhood. She is tired of her family being held back by white society in which Walter is mostly the victim. At one point Lena waivers at moving because Walter loses the money. She loses hope for a moment. This scene is the most dramatic scene because when Lena learns that Walter lost the money, she slaps him with anger. She then illustrates how hard his father worked for the money. She says â€Å"I seen†¦ him†¦ night after night†¦ come in †¦ and look at that rug†¦ and then look at me†¦ the red showing in his eyes†¦ the veins moving in his head†¦ I seen him grow thin and old before he was forty †¦ working and working like somebody’s old horse †¦ killing himself †¦ and you – you give it all away in a day†¦ † ( ). Lena just couldn’t stand the thought of her husband working everyday for nothing. However, even though she didn’t like what he did, she later scolds Beneatha for criticizing him because she doesn’t want Walter to be hurt any further. Ruth and Lena show tremendous understanding with Walter. In the story Hansberry describes Ruth by writing, â€Å"We can see that she was a pretty girl, even exceptionally so, but now it is apparent that life has been little that she expected, and disappointment has already begun to hang in her face† ( ). It is apparent by the way Hansberry describes Ruth that times have been hard for her. It is understandable though, black women were expected to do domestic work as well as work outside the home to complement their husband’s income and effectively handle both major tasks. Ruth also displays a lot of strength when she deals with a pregnancy that the family may not be able to support. Through all of these responsibilities more stress is added on to the fact that Walter shuts her out emotionally. Ruth’s relationship with Walter becomes distant as the play goes on, Walter simply doesn’t feel the support he needs from her and he doesn’t know how to get back to a good place with their relationship. Ruth doesn’t seem supportive at first, however she really understands him, she wants a better life for her family, too but she’s just more of a realist. Ruth does tip-off Lena that Walter wanted the money to start a business when she says, â€Å"Ain’t nobody business people till they go into business. Walter Lee say colored people ain’t never going to start getting ahead till they start gambling on some different kinds of things in the world – investments and things†. ( ). After Lena mentions buying a house Ruth gets excited because she knows that to save her marriage and her family they must move into the new house, it also means that she can keep the new baby on the way. Beneatha’s character in A Raisin in the Sun portrays how a radical, independent black female would act, she represents a new generation of women that to be free. In one part of the play Beneatha rejects God, saying â€Å"I’m sick about hearing about god† Her intense personality and stubborn attitude is probably what causes her to lose her faith. She doesn’t realize that faith is what helped her family through hard times. Beneatha’s main goal throughout the play was to pursue her education and become a doctor. During the civil rights movement a black female doctor is very rare and even thinking about entering practice may be looked down upon. In the beginning Beneatha was not supported by her brother Walter, he may have felt jealousy and couldn’t stand the thought of part of the insurance money going to her schooling. He criticized Beneatha’s dreams, which is hypocritical because he does not want anybody criticizing his. Walter doesn’t support his sister’s dream of being a doctor because he wants the money for himself. Beneatha’s love interests in the story confirm her beliefs. George Murchinson essentially believes in what her brother thinks and Asagai supports her. George is not sensitive enough to notice that Beneatha is an intellectual and only feels he needs to suit her physical needs as well. Asagai, on the other hand, appeals to Beneatha’s intellectual and psychological needs. Beneatha is at a stage where she wants to feel at ease and be encouraged to philosophize and express her opinions. She is definitely more receptive towards Asagai because he supports her dreams. The Younger women may argue and disagree but would never betray their family or their race. They, as a whole, act not only as the rock of the family, but the glue that bonds everyone together. Walter would be lost without the support he receives and although he does not show it very often, he loves all of them very much. The women of Lorraine Hansberry’s A Raisin in the Sun play a key role in the stability of the family and a clear picture into the hearts and minds of the characters, they are an integral part of the play. How to cite Women in A Raisin in the Sun, Essay examples

Erasing Hate free essay sample

I’m a Lutheran who has come to see Jews as my brothers. Laugh if you will, but I’m serious. Anti-Semitism is pathetic, especially after all the Jews have suffered through. Iran’s President, Ahmadinejad said: â€Å"Israel must be wiped off the map.† That is clearly insane. I don’t see anything wrong with the Jewish people and their state. Frankly, I don’t see anything wrong with the citizens of Iran either. That’s what makes the situation so difficult. You’ve got a despotic leader influencing good people, who don’t want war. No one ever wants war. I think this is especially true for the Jewish state. Wasn’t losing six million of your people a high enough price to pay for their land? Do they really owe anyone anymore? I believe the answer is no. People get confused by my passion about this issue. I’m not Jewish. We will write a custom essay sample on Erasing Hate or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I’ve never been to Israel. I’ve never even been to a temple. I tell you what I have done though. For the past two summers I’ve worked at OSRUI that is a Jewish camp on Lac Labelle, near my home. It’s a long story how I came to the job. But when I first started working people would rib me about the fact that I worked at a â€Å"Jew camp†. If I could only count the times I heard, â€Å"You’re not Jewish are you? â€Å"Nope.† â€Å"Ok good,† was always the reply. As I started making friends with the counselors, rabbis, the rest of the waterfront staff and my boss, the anti-Semitic comments of my friends grew to trouble me. As I made friends with the Israelis working at camp this bothered me even more. And as I made connections with the kids I was teaching swim lessons, taking tubing and life guarding, this blatant anti-Semitism hit home. What if my family was Jewish? What would it be like to be laughed at for what you believe, persecuted for you believed, killed for what you believed? It broke my heart to hear Israelis saying that they don’t believe in God. To quote one of the guys I worked with, â€Å"There is no God. He died.† I know people say aˆ?never say never’ and aˆ?you can do anything you set your mind to’. But I’m a realist. I realize that if you want to see big change you need to start by doing little things. I have stopped making ethnic jokes, won’t laugh when other people tell them and continue to empathize with the fact that Jewish people are some of the nicest people I’ve met. I figure the best way to get something done is to lead by example. If I can change one narrow-minded person’s view I’ve succeeded. If I can change more than one view I know we will be able to win if a war ever breaks out. The world can’t survive another holocaust. It’s time to recognize that.