Red Bull strategy

Red Bull strategy Red Bull is one of the biggest soft drink successes over the past the years. The slim blue silver can has developed a following among those who claim that it helps them with virtually everything to work better and play better. Yet Red Bull has a 70 to 90 percent market share in over 100 countries worldwide. During the past 15 years, the drink has been copied by more than 100 competitors, but such companies as Coca-Cola and Anheuser-Busch have been unable to take market share away from Red Bull. [Selling Power (September, 2004)] In 1982, Dietrich Mateschitz, the founder of Red Bull became aware of products called tonic drinks which enjoyed wide popularity in Asia. Energy drinks containing taurine, glucuronolactone, caffeine and important vitamins and carbohydrates are claimed to help with physical endurance, improved reaction, speed and concentration and a feeling of well being. We can see that in the present days more than a billion cans of Red Bull are consumed each year around the world. Red Bull was launched in the UK in the mid-1990s of Austrian parentage. According to a Zenith International 2001 survey that, in 2001, it was the UKs third biggest soft drink by value, behind Coca-Cola and Pepsi Cola. In the energy and sport drink sector, estimated to be worth  £750mn, it had an 86 per cent brand share by 2000, more than double the combined sales of Lucozades energy and sports brands. The advertising slogan of the Red Bull is The Drink That Gives You Wings and focuses on the stimulant properties of the drink. The functional sector concentrated on energy drinks, with brands such as Red Bull dominated. Meanwhile, the focus for sports drinks is replenishing carbohydrates and electrolytes quickly, and rehydrating the body after exercise. This subsector is still dominated by Lucozade Sport with  £34 mm in sales in 2000, but Coca-Cola intends to prelaunch its Powerade brand to capture a significant share, using Get Up, Stay Up as its campaign theme. Lucozade Sport in creating a new sector that is in tune with changes in lifestyles and reflects the development of sport physical activity. [Hawkes (1997), Johnson (2001), Newnham (2001)]  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Analysis of the external and internal environments of an organization influence strategic choices and compare the marketing proposition that, The UK total cold drinks market is large and competitive area in which, many powerful and famous brands with large marketing budgets competing for share. In the cold drinks market, increases in the soft drinks category have been slowing. However, growth has been driven considerably by the energy drink sector, which was worth an estimated  £940 million in 2003 and more than  £392 million in 2004 and still has grown 26% since 2003. (ACNielsen) The Energy drink category continues to grow at pace with brand extensions and new entrants to the market emerging every year. This represents both a challenge and an opportunity for the categorys leading brands. [Mintel Energy Stimulant drinks Market Report August 2006]. The Product Red Bull improves emotional status and vigilance, increases performance, reaction speed and concentration. Customers drink Red Bull for such benefits as these.   In times of long school hours, stressful work, and very tiring days, customers look to a product that vitalizes body and mind. Red Bull does just that!   Red Bull even supplies a sugar free version for the average health-concerned user.   The Target Audience (Market) At this point, the concept of market segmentation, targeting and positioning are key to the success of firms marketing efforts. Red Bull targets an active audience, especially those between the ages of 17 and 23, male and female.   Characteristically, 17- to 23-year-olds are either thinking about college, in college, or just recently graduated from college.   It is currently in a consumers life that dramatic schedule changes are happening.   High school atmospheres are considerably slower than the pace of college atmospheres. Sports, education, clubs and part-time jobs are far more challenging in a college setting.   Red Bull is targeting customers across the world that it is at the turning point in their lives when energy is a necessary component to successfully make it through any given day.   Red Bull is a perfect solution for 17- to 23-year-olds who live fast-paced, hectic lifestyles while hardly making it through long days and nights of classes and studying. Segmentation is also important because firms cannot appeal to all customers at once, especially not with the same offering.   Rather, firms need to design products and services that fit with particular groups of individuals. Firms can segment their market in a number of ways, including geographical which is mainly people who are situated in the city, as they are likely to be really busy and tired. Red Bull seems to have a cooler in most bars and clubs in the city as well as in convenient stores.Demographic, mainly concentrate on men and women of all ages but focusing on people aged 16-29. Psychographic for example, the people who are tired or stressed and want to relax and have fun and finally behavioural segmentation especially students and young professionals to boost energy during work long day at work. The type of marketing strategy that should be employed will vary on the target market. Choosing an appropriate target-marketing strategy will depend on a number of factors. Once a firm has selected the segment within which it wishes to compete, it must then choose a specific position within said segment where it will distinguish itself [Kotler and Keller, 2006; Kotler, 1980, 1985]. The requirement of market positioning refers more broadly to the notion of competitive advantage. The Proposition Red Bull is The Drink That Gives You Wings. This is Red Bulls international slogan for its energy drink. Red Bull is a popular drink amongst men in particular, with its largest consumers consisting of athletes, students, and night-clubbers in need of a late night lift.   However, the brand is marketed to opinion leaders and hard-working people with active lifestyles, as the companys website claims. Red Bull succeeds by remaining exactly the same. Consumers can choose with sugar or without. There is no other choice. As founder Dietrich Mateschitz says We dont bring the product to the people, we bring people to the product. Red Bull marketing maintains a sense of product mystique that makes consumers feel special. Customers can relate to the experience they were having when they encountered the drink and they adjust their values to the attributes of the product. The Competition Red Bull is competing with major competitor Lucozade in the soft drink market and they are the driving forces in the rapidly increasing energy drink market. A close assessment of their websites reveals that they have a similar focus in their messages, so they seem to be competing for the same customers. However, the message delivery is very different. This would seem to indicate that they are not concentrating their strategic objectives on stealing market share or overall market share growth. Instead they recognize that the whole market share pie is rising. For that reason it seems logical that each company would be concentrating on bringing in a greater number of the consumers new to the energy drink market. Red Bull is also competing with some companies such as show below; Vault -Markets product as a hybrid: Drinks as a Soda, Kicks like an Energy Drink The Taste. The Quench. The Kick. -A Coca-Cola product -Product Variations: Vault Zero (diet version) -Commercial advertisements display men doing extraordinary things while drinking Vault. Monster -Tagline: Unleash the Beast -Green and black themed product and website -Product variations: Lo-Carb, Assault(soda drink), Khaos(juice drink) -Khoas slogan: 70% Juice, 100% Monster -Promote Supercross racing events -Promote mixing Monster with alcoholic beverages, website provides mixed drink recipes. Rock Star -Edgy tone -Rock music plays on the website; Rod Stewart, Fernando Vargas and Snoop Dogg are pictured on the homepage of the site, Party Like A RockStar -Product variations:   Diet RockStar, RockStar Energy Cola, Get Juiced -Get Juiced slogan- 70% Real Juice, 100% Energy -Website sells merchandise: t-shirts, hats, wristbands, etc. -Youthfully imaged founder CEO Advertising Objectives Red Bull campaign strategy is to redirect the advertising from the former extreme sport athlete audience to a demographically larger target audience college students.   What will Red Bull campaign do for the target? Red Bull campaign will hit a soft spot and plant their product deep in to the minds of the target audience by using a childhood cartoon character for instance, Popeye the Sailor Man who has recently been missing in action on current television.   Their focus group study revealed that the targeted college student audience often wishes they could turn back the hands of time and relive their childhood when life was easy and they had all the energy in the world to laugh and play.   The goal is to reach their targets soft spot by using a childhood cartoon character pleasant childhood memories.   The Ad Pyramid (AIDA) Attracting Attention: Using a cartoon character, which the target market has not seen since childhood, to promote Red Bull will grab the attention of the 17- to 23-year-old audience.   Holding Interest:   The tagline, Tastes Better Than Spinach, pokes fun at the taste of Red Bull, using the technique of humour to keep the consumers interested in the product.   Sparking Desire:   The target market will also long for the desired energy results of Red Bull who long to return to the days of childhood.   Influencing Action: The interest in and the desire to drink Red Bull will add enough fuel to the consumers flame to make the target need and/or want to go out and purchase their product. Overall goal of Advertising Campaign: Red Bull wants to have at least 75-80% of all college students in the country drinking or highly aware of their drink.  Ã‚   The Media and Creative Requirements Creative Brief/Copy Platform Red Bull will reach out to the college student market by using humoured advertising, along with product benefits to prominently put Red Bull on the college campus map.   Our strategy is to implement pulse advertising to stress Red Bulls importance through midterm and final times by way of the following media:   MTVs the 10-Spot, People Magazine, and college radio stations nationwide. Red Bull is bringing Popeye back into the spotlight!   Popeye and his infamous love, Olive Oyl, will use their persuasion skills to remind the target market of sweet childhood memories, as a result, aiding in the desire to drink Red Bull for strength and energy.   What is Popeyes message, you ask?   Tastes Better Than Spinach is the hot button tagline we will use to reach the target market.   In the print and broadcast advertisements, Popeyes character will appear in various college settings, while studying and drinking Red Bull to gain energy, instead of eating what he is famous for, cans of spinach.   The Red Bull cans and website promote the specific product benefits increasing performance, concentration and reaction speed, improving vigilance and emotional status, and stimulating the metabolism.   We plan to stick with the effective strategy of humoured animation advertising to sell Red Bull Energy Drink across the United States.  Ã‚  Ã‚   Production requires the hiring of animators, scheduling studio time for voiceovers, hiring actors for the voiceovers, and obtaining the rights to use Popeye and Olive Oyl in advertisements.   Final edits are expected within the production elements. Popeyes strength and energy will flow into the college students of America. The result:   sky-rocketed Red Bull sales! Media Rationale People Magazine Many young adults within our target market read this weekly magazine.   People Magazine, constantly available for reading, is our chosen media outlet that can reach our target at nearly any time of the day.   People Magazine often sits in the lobby or waiting area of schools and businesses, giving us the opportunity to reach out to the consumers in many places and at many times of the day.   The creative vision of having the popular cartoon character, Popeye, drinking Red Bull in college settings will scream to our target that Red Bull Energy Drink is a necessity for the average college student.   MTVs the 10-Spot College students, far and wide, take a break from studying to tune in to the popular MTV 10-Spot.   Red Bull commercial advertisements during the highly rated Real World/Road Rules Challenge will clearly remind our audience of the energy they crave to make it through many hours of homework after their much needed break is over.   A constant reminder with three commercial slots during this half hour television show will have the target market running out to the nearest venue to buy Red Bull Energy Drink.  Ã‚  Ã‚   College Radio Stations What better way to reach our target audience than by pouring our product advertisement right into the heart of their schools media college radio stations!   Students are exposed to the sound of college radio in general public campus areas, such as cafes, restaurants, hallways and lounges.   Advertisements are to run between the times of 6:00 p.m. and 9:00 p.m.   Surveys reveal that the target market prefers to drink Red Bull in the evening.   The evening targeting strategy will reach students after dinner hours when they are getting ready for gruelling night classes and/or long nights of studying.   Conclusion I can say that, advertising is any paid form of non personal presentation and promotion of ideas, goods, and services by an identified sponsor to a targeted audience and delivered primarily through the mass media. Advertising has much strength. It can reach a large mass audience to intensify broad-based demand for a product, build brand awareness, create long-term brand images and brand positions, and increase brand knowledge effectively. On the hand advertising has several weaknesses also. It is perceived as intrusive and as cluttering the environment. It is also wastes many impressions, so it may not be cost-effective, especially if the business is targeting a niche market.  Ã‚   If I want to critically evaluate how analysis of the external and internal environments of an organisation influence strategic choices and compare the marketing propositions of Red Bull this assessment show that, the energy drink market is competitive and rapidly increasing in the existing market sector. Therefore, selection of advertising media for Red Bull is one of the most important and complicated of all marketing communications decisions. Media planning must be coordinated with marketing strategy and with other aspects of advertising strategy. Bibliography Burnet, J. and Moriarty, S. (1998) Introduction to Marketing Communications: An Integrated Approach, by Prentice Hall, Inc., Upper Saddle River, New Jersey. Geld, B. D., Hong, J. W. and Zinkhan, G. M. (1985) Communications Effects of Specific Advertising Elements: An Update in Current Issues and Research in Advertising, vol 11, ed. James H. Leigh and Claude R. Martin, Jr. (Ann Arbor, Mich: University of Michigan.   Kotler, P. and Armstrong, G. (2004) Principles of Marketing, (10th edition), Upper Saddle River, NJ: Pearson Education Kotler, P. and Keller, K.L. (2006) Marketing Management, (12th edition), Upper Saddle River, NJ: Pearson Education Mintzberg, H. and Lampel, J. and Kim, J.B. and Ghoshal, S. (2003) The Strategy Process: Concept Contexts Cases (4th edition), published by Pearson Education Inc. Upper Saddle River, New Jersey Porter, M.E. (1980). Competitive Strategy: Techniques for Analysing Industries and Competitors. New York: Free Press Porter, M.E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press. Shimp, T. A. (2000) Advertising Promotion: Supplemental Aspects of Integrated Marketing Communications, 5th edn,by Harcourt, Inc. Electronic sources: Superbrands Book 2004 www.red-bull.com www.redbullrampage.com www.bevnet.com/reviews/redbull www.hoovers.com/red-bull www.brandchannel.com www.lanceandeskimo.com/chefelf/bev_lucozade.shtml www.business2000.ie/cases/cases/case4.htm www.begleys.com/stats.html www.thelocalshop.com/default Selling power sep 2004 REFERENCES Kotler, P. and Armstrong, G. (2004) Principles of Marketing, 10th edition. Upper Saddle River, NJ: Pearson Education Kotler, P. and Keller, K.L. (2006) Marketing Management, 12th edition. Upper Saddle River, NJ: Pearson Education Porter, M.E. (1980). Competitive Strategy: Techniques for Analysing Industries and Competitors. New York: Free Press Porter, M.E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press. Superbrands Book 2004 Hawkes (1997), Johnson (2001), Newnham (2001) Mintel Energy Stimulant drinks Market Report August 2006 Selling power sep 2004 APPENDIX 1. FIGURE 1:   [Source: Nielsen value share data, MAT to December 27th 2006]. 2. FIGURE: Typical off-trade retail prices of energy and stimulant drinks and pack sizes, (2006). Red Bull Solstis Lucozade Original Energy Purdeys Red Devil Feelfine Tesco Kick Average price  £0.96  £0.90  £0.75  £0.70  £0.90  £1.09  £0.48p Pack size 250ml 250ml 380ml 330ml 250ml 250ml 250ml According to figure 1, Lucozade has been the market leader in the energy drink category with just under 60% value share of the category since its launch. The biggest competitors such as, Red Bull with 27% market share and PowerAde 4.5% market share respectively. In 2003 has also witnessed the introduction of several private label sport and energy drink launches from the major grocers. The rest of the market is made up with a plethora of smaller brands, predominantly operating in the stimulant drinks sector, and distributed via the impulse channel and the on-trade environment. [See figure 2: Typical off-trade retail prices of energy and stimulant drinks and pack sizes, 200 Appendix 2 Posters The Drink That Gives You Wings Even If you are a HERO!!! Tastes Better Than Spinach

Features of bluetooth technology Essay

The logo for Bluetooth is based on Runes surrounding the legend of Harald Bluetooth. Bluetooth the technology is based on communications central to man’s own personal space. Fundamentally Bluetooth operates within the Industrial, Scientific and Medical (ISM) band at 2. 4 GHz. It is a short-range wireless communication standard defined as cable replacement for a Personal Area Network (PAN) (see â€Å"Bluetooth†. Grolier Encyclopedia of Knowledge, pp. 87-94). Figure 1 is the Bluetooth Logo. A cable replacement standard has been defined because cables limit mobility of the consumer; they are cumbersome to carry around, are easily lost or broken. Often connectors are prone to difficult to diagnose failures; or are proprietary. To counteract these limitations Bluetooth is designed to be light and portable. It can be embedded to take the riggers of physical knocks and shocks. It includes standards and protocols to make it mobile, robust, reliable and not limited to one manufacturer (see â€Å"Bluetooth†. Grolier Encyclopedia of Knowledge, pp. 87-94). The operating band also fits the goals of Bluetooth, imposing requirements as a cable replacement. The cost needs to be comparable with cable. Reductions can be achieved by operating in the licence free 2. 4 GHz ISM band, keeping backward compatibility wherever possible lowers the cost of ownership by avoiding upgrades and having a relaxed radio specification enables single chip integrated circuit solutions. It also needs to be as reliable and resilient as cable and cope with errors and degradation caused by interference. For mobile devices it must be compact, lightweight, low power and easy to use (see â€Å"Bluetooth†. Grolier Encyclopedia of Knowledge, pp. 87-94). A. 1 Frequency Hopping We have addressed the reasons for the Bluetooth without delving into the ‘nuts and bolts’ of the technology to discover how it operates. For the majority of countries the ISM band used by Bluetooth is available from 2. 40-2. 4835 GHz, although some countries impose restrictions. In this band Bluetooth uses Frequency Hopping Spread Spectrum (FHSS) techniques in order to improve its immunity from interference (see J. Bray and C. F. Sturman, Bluetooth: Connect Without Cables†, Prentice Hall). In unrestricted countries the radios hop in pseudo random sequences around all available channels, this equates to 79 RF channels with a channel spacing of 1 MHz. Starting at a base frequency of 2402 MHz then the frequency of the channels, f, can be expressed as: f =2402 + n MHz where, n, is the channel number with an integer value in the range of 0 to 78. In restricted countries a limited frequency hopping schemes with just 23 channels is used and is catered for in the Bluetooth specification. Both hopping schemes have a 1 MHz channel spacing making it possible to design a simple radio interface whereby the baseband only has to specify a channel number and the radio multiplies this up to the appropriate frequency offset (see J. Bray and C. F. Sturman, Bluetooth: Connect Without Cables†, Prentice Hall). In this FHSS scheme there are 1600 hops per second, which is a hop every 625  µs. Part of this hop timing is taken up by the guard time of 220  µs allowing the synthesizer time to settle. The frequency hopping implements time division multiplexing as shown in Figure 2. The basis of the scheme has the Master device transmitting in the first 625 us slot, k, and here the Slave receives. In the next slot k = 1 the Slave is permitted to transmit and the master listens (see J.Bray and C. F. Sturman, Bluetooth: Connect Without Cables†, Prentice Hall). Figure 2: Frequency Hopping, master and slave interact on corresponding slots The radio must be able to retune and stabilise on a new frequency within tight time constraints. This is pushed further when establishing a connection; the hop rate can be shortened to every 312. 5 us. As the radios are constantly hopping to different radio channels, this ensures that packets affected by interference on one channel can be retransmitted on a different frequency channel. To further enhance resilience both ARQ (Automatic Repeat reQuest) and FEC (Forward Error Correction) form part of the specification (see J. Bray and C. F. Sturman, Bluetooth: Connect Without Cables†, Prentice Hall). One drawback with the normal hop sequence is the time taken for production testing. Bluetooth ensures adequate frequency coverage with a test sequence allowing the radios to be tested at a faster rate (see J. Bray and C. F. Sturman, Bluetooth: Connect Without Cables†, Prentice Hall).

The rain came

Reflection paper of Desiree's baby Madame Valmond and Monsiure found Desiree as a baby and thought that she was a gift from God. When Desiree turned 18, she fell in love with Armand Aubigny. Finally, they got married. When they got their first baby, Armand was not happy with the baby because it was not white. He treated the baby and Desiree like slaves. Then, Desiree decided to go to deserted bayou instead of Valmond ©. Armand, on the other hand, burnt all Desiree's and the babys belongings including the letters. One of the etters was sent from his mother to his father, which he reads.In the letter, his mother thanks to the God that her son will never know that she has mixed blood. Among all characters portrayed in this story, I dislike in Armand Aubigny the most for these reasons. First, he is thoughtless. He tends to be like quick to Judge that the baby was not his. He did not even notice that he was the one who has mixed blood. Second, he is not loyal to his wife. He cheated on her in front of her face by bringing the mistress to his house Just to hurt his wife's feeling. Third, he is racist.According to the story, all of his slaves are all black people, and when his wife got the baby who is not white, he asked her to leave the house with the baby. Fourth, he is aggressive. For example, he burnt all of his wife's and his babys belongings when they left. Last, this character has given me a picture that being racist is basically hurts people's feeling because they are actually innocent about their appearance. What I have importantly learnt from the story is that back in the past of the American society for the people who thought that they were white and found out that hey are partly black, would sometimes commit suicide.I can see that when Desiree thought that she was partly black through her babys look and her mysterious background, she went and disappeared herself in the bayou since she could not get loved from her cruel-racist husband anymore. Therefore, people should not be racist because color does not matter. It is the person inside. We should know that all people are different no matter what they look like. In addition, not one race is better than the other. There are good and bad people in every race. The rain came Reflection paper of Desiree's baby Madame Valmond and Monsiure found Desiree as a baby and thought that she was a gift from God. When Desiree turned 18, she fell in love with Armand Aubigny. Finally, they got married. When they got their first baby, Armand was not happy with the baby because it was not white. He treated the baby and Desiree like slaves. Then, Desiree decided to go to deserted bayou instead of Valmond ©. Armand, on the other hand, burnt all Desiree's and the babys belongings including the letters. One of the etters was sent from his mother to his father, which he reads.In the letter, his mother thanks to the God that her son will never know that she has mixed blood. Among all characters portrayed in this story, I dislike in Armand Aubigny the most for these reasons. First, he is thoughtless. He tends to be like quick to Judge that the baby was not his. He did not even notice that he was the one who has mixed blood. Second, he is not loyal to his wife. He cheated on her in front of her face by bringing the mistress to his house Just to hurt his wife's feeling. Third, he is racist.According to the story, all of his slaves are all black people, and when his wife got the baby who is not white, he asked her to leave the house with the baby. Fourth, he is aggressive. For example, he burnt all of his wife's and his babys belongings when they left. Last, this character has given me a picture that being racist is basically hurts people's feeling because they are actually innocent about their appearance. What I have importantly learnt from the story is that back in the past of the American society for the people who thought that they were white and found out that hey are partly black, would sometimes commit suicide.I can see that when Desiree thought that she was partly black through her babys look and her mysterious background, she went and disappeared herself in the bayou since she could not get loved from her cruel-racist husband anymore. Therefore, people should not be racist because color does not matter. It is the person inside. We should know that all people are different no matter what they look like. In addition, not one race is better than the other. There are good and bad people in every race.

Hsm 230 Law Profile Paper - 937 Words

HSM Law Profile Paper HSM/230 July 29, 2012 Monique Little-Ebron HSM Law Profile Paper There are federal, state, county, and even tribal laws that have been put into place to protect both the client and the human service worker. Some are more of a guiding tool for human service workers, while some laws are designed to protect the client in a wide variety of ways. The Child Abuse Prevention and Treatment Act (CAPTA) was originally enacted in January 1974 to require agencies to assess, investigate, and provide treatment, and prosecution in order to receive federal funding. To fully understand everything that this law has to offer, we must learn more about it. Possibly the best place to find information on this law,†¦show more content†¦The law also provides Federal Grants to agencies that fall under its guidelines. Many agencies could not exist or be of any benefit to the community without this funding. This law protects children with disabilities, by means that housing that is unique to them be defined with specialized training and eq uipped to do so. Abandoned infants are a unique situation that is not as easy as one would expect to solve. Even though the â€Å"client† is unable to speak for themselves, they still need protection. When dealing with near homeless or homeless families, a human service worker may find they are unsure when to become involved more, which is something that this law will help guide them through. Finally, to protect children all around, it is now apparent that certain jobs that work with children must make their employees subject to background checks. CAPTA will certainly have a heavy impact on human service workers in many ways. This law is actually the beginning basis for child abuse laws in general. Over the years many laws have been designed in similarities to model their own version of CAPTA. Human Service workers will find themselves both enforcing the laws that are under CAPTA, as well as following the rules that are defined under CAPTA. Sometimes, a human service worker may find themselves referring to CAPTA with the client to explain what is required and what is not. For example, if a clientShow MoreRelatedCissp Study Guide67657 Words   |  271 PagesExplanation: Regulatory Security policies are mandated to the organization but it up to them to implement it. Regulatory - This policy is written to ensure that the organization is following standards set by a specific industry and is regulated by law. The policy type is detailed in nature and specific to a type of industry. This is used in financial institutions, health care facilities, and public utilities. - Shon Harris All-in-one CISSP Certification Guide pg 93-94 Pass Any Exam. Any Time