...Aaron Mikles 1/6/13 3rd Demiter They say bull riding is the most dangerous sport on dirt. In a lot of ways they are right a lot of people are injured and even killed. In bull riding they say its not if you get hurt its when and how bad. Bull riding has been around for a long time for a few hundred years. Bull riding is an exciting and an adrenaline pumping sport because of the history of bull riding, the way you are scored, and the safety of the rider and the bull. Bull riding has a long rich history, it can be traced back all the way to the early 1800’s. Cowboys would get together and have contests in things they normally do on a ranch like roping and trying to break horses, but you didn’t have to get on the back of a bull for no reason they just wanted to see who could do it and so began bull riding. The first formal rodeo was held in Cheyenne, Wyoming in 1872. Bull riding quickly became the most watched and anticipated event at the rodeos. Cowboys were not organized the first union was called cowboys turtle association (CTA), in 1975 it became rodeo cowboys association (RCA) it later became Professional Rodeo Cowboys Association (PRCA), which is what it is known as today. Before 1992 bull riding was just one of the nine traditional events that took place on the PRCA circuit. In 1992 twenty of the top professional bull riders put up $1,000 each to launch the Professional Bull Riders (PBR) circuit. Bull ridings first widely recognized stat was Dick Griffith...
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...RED BULL HISTORY In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout the Far East. His idea to market these functional drinks outside Asia evolved whilst he sat at a bar at the Mandarin Hotel in Hong Kong. In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Meanwhile Red Bull is present in 164 countries. Since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.6 billion in 2011. The responsibility for the success of the world's No. 1 energy drink is shared by the company's 8,294 employees around the world (compared to 7.758 in 2010). The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria. [http://www.redbull.com/cs/Satellite/en_INT/How-it-all-started/001242939605518?pcs_c=PCS_Article&pcs_cid=1242937556879] The Target Market Red Bull, who is originally from Austria where it is still produced, distributed their energy drink in over twenty countries. Countries like USA , New Zealand , South Africa , Eastern and Western Europe . So it would be not very useful to restrict the target market to the geographic areas as well as the psychographic segmentation for the targeted consumer that’s because...
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...Background of Key Problem The success of Red Bull majorly lies behind their unique marketing strategy which is usually called guerilla marketing, buzz marketing or in simpler words, marketing based completely on Below-the-line activities, word of mouth, endorsements etc. This unconventional marketing has been applied in Pakistan also where instead of executing Above-the-line promotions (which usually work very well in Pakistan and communicate to a larger audience), they have stuck to their unusual styles of marketing and have up till now sustained their position. But whether or not these unconventional strategies can carry on being effective with competitors like Sting and Speed emerging and keeping in mind the behaviors of the Pakistani consumers, is yet to be answered. The difference of Red Bull customers outside Pakistan and Pakistani consumers is vast and hence those extreme sports, club partying do not entirely relate to them. This needs to be addressed any marketing activities should be planned keeping in mind the different nature of the Pakistani consumer who are usually more susceptible to what they see on television, print and radio. The emergence of competitors like Sting and Speed means that Red Bull can now face a problem if they do not start extensive marketing campaign through not just BTL but also ATL methods too, just like its competitors are currently doing. If Red Bull remains in myopia, its downfall may soon be inevitable at the hands of big brands like Sting...
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...sales of Red Bull? Criteria: Market Penetration , Market Development, Product Development, Diversification. (10) Market Penetration: An increase in sales can be made through new promotions or a wider range of adverts and advertising platforms, that will increase the consumption of Red Bull. With minor changes to their product, for example the taste, different flavours, Red bull will also meeting their consumers need for variety. Although I believe that Red Bull already has a very firm market share, as Red Bull was the highest selling energy drink in the world, with 5.387 billion cans sold in 2013, there is still a lot of competition in the energy drink market, like Monster , Red Bull will also need to look into a rewards program to make sure they keep their loyal customers and to attract new customers to the brand. Expansion to other markets, such as Asia and Japan, which has a high percentage of youth, will also help increase Red Bull sales. Market Development: Red Bull can vary their current product and introduce it into a new market by making their product low cost. Different geographical markets can be targeted locally and abroad, to reposition Red Bull as the drink of choice. A variety of sales channels can be used to target different groups of people, for example instead of selling the product in retail shops , the product can be bought online and shipped/couriered to the buyer. The use of social media platforms can also be beneficial to give Red Bull an advantage...
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...Case: Red Bull Red Bull’s success is a result of a great marketing strategy including product placement and creating brand loyalty. Success is also a result of avoiding marketing myopia. Red Bull accomplished this by claiming to satisfy more than just your thirst. Dietrich Mateschitz took the energy drink concept of Krating Daeng in Thailand and broadened it usage by also marketing Red Bull as a sports drink, functional drink, and nutritious drink. Their success was also stemmed from their marketing approach to reach their consumers directly by “word of mouth” concept. After early success, Red Bull has repositioned itself in the market after they failed disastrously in the United Kingdom in 1996. Red Bull moved its marketing strategy from sports energy drink segment to functional energy drink segment. Being an alcohol mixer also contributed to Red Bull’s success. Their direct marketing strategy towards pubs, bars, nightclubs, and deejays proved to be highly successful. Since Red Bull is being distributed in this manner, it became inevitable that people will soon consume this product with alcohol. Red Bull’s success formula is “word of mouth” marketing and being in the forefront of high energy sporting events and athletes. They used word or mouth first then traditional advertising last. Red Bull maintained its position as a functional energy drink category in order to stay successful. Red Bull knew when to turn on the advertising by watching the market...
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...of the bulls” which is held in Pamplona Spain. We will talk about who they celebrate before the running of the bulls, what happens during the running of the bulls and after the running of the bulls is over and the celebration is done. The celebration isn’t all about bulls running down a street the fiesta is about one man their patron saint name San Fermin . According to Rick Steven producers and star of “Rick Steven Europe” states that San Fermin was a well known saint who was decapitated because of his faith some wear the red band around there neck and the white outfit to represent his end some say the red band and the white outfit also represent the butchers who started the event running of the bulls. The San Fermin church is filled so people can honor him and ask for protection from the famous saint. After the church services are over the people are out an about the streets eating, drinking and having a good time then that great morning when the 6 bulls are lined up and ready to run. The runners are called “Mozos”. To me, sound like bozo’s because who in they right mind would run will bulls. Some of the runners take the event seriously some just go out and run, usually 5 or more runners get hurt a year. The bull’s path leads them half a mile to the stadium so they can begin the fighting of the bulls a cruel event where the bulls meet its end in the ring against a matador a skilled fancy suit wearing fighter. After the excitement of the running of the bulls and the...
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...The Lakota’s have always been an honorable tribe, and Sitting Bull helped to keep this title for them throughout his life, and even after his death. He exemplifies the characteristics most admired within their culture. He helped to shape the future of Native American culture, even though it did not turn out to be the type of life that any of them would have wanted. No matter how the Lakota tribe felt towards sitting bull at the end of his time, he definitely made a positive impact during his life. Sitting Bull was especially famous for his bravery. He brought courage and triumph to everything he did, from religious gatherings to battles. Part of the reason why Sitting Bull was so popular among the Sioux has to deal with his battle strategies. The Sioux tribes participate in open combat during their battles, which involves hand to hand interactions, showing off their courage and bravery. Cowardice is not appreciated at all during battle, or in any aspect of Sioux life, which is why Sitting Bull stood out as a leader to both his friends and his enemies. He fought in battle with courage and honor, some things that were often found to lack in their enemies. At the beginning of his time as a Lakota warrior, Sitting Bull was a very respectable man. His first time going into battle, he helped to chase after a runaway enemy, killing him before he could kill another man. This was a big deal to himself as well as his tribe because normally young members of the tribe only watch during...
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...Comp II – ENG 1213 Proposal for Bull Riders to Wear Helmets November 28, 2012 John Cox My proposal is should professional bull riders be required to wear protective helmets during sanctioned professional bull riding events. There are many different reasons why bull riders should be required to wear protective gear that could save their lives. Many of the riders still will not ever consider wearing any sort of protective gear a chance. There are many things to consider in when someone should be made to do something or not. It could be for money, pride or even physical well being. So when people say that you should not be required to wear protective gear when you are bull riding they are sorely mistaken. Like for instance in football players are required to wear helmets and protective padding and baseball players are required to wear helmets when they are batting. There was one study published that found bull riders were around ten times more likely to get hurt than a football or hockey players where likely to. Another concluded that head trauma accounts for about half of all serious bull riding injuries. To me though wouldn’t you say that a 2,000 pound bull stomping on your head is more dangerous than a man hitting you? Then you have the people who will argue with you saying that professional bull riders are so suppose to be made out like these tuff guys. It is beginning to change though as professional riders finally realize this is a business and what they earn and that...
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...They say bull riding is the most dangerous sport on dirt. In a lot of ways they are right a lot of people are injured and even killed. In bull riding they say its not if you get hurt its when and how bad. Bull riding has been around for a long time for a few hundred years. Bull riding is an exciting and an adrenaline pumping sport because of the history of bull riding, the way you are scored, and the safety of the rider and the bull. Bull riding has a long rich history, it can be traced back all the way to the early 1800’s. Cowboys would get together and have contests in things they normally do on a ranch like roping and trying to break horses, but you didn’t have to get on the back of a bull for no reason they just wanted to see who could do it and so began bull riding. The first formal rodeo was held in Cheyenne, Wyoming in 1872. Bull riding quickly became the most watched and anticipated event at the rodeos. Cowboys were not organized the first union was called cowboys turtle association (CTA), in 1975 it became rodeo cowboys association (RCA) it later became Professional Rodeo Cowboys Association (PRCA), which is what it is known as today. Before 1992 bull riding was just one of the nine traditional events that took place on the PRCA circuit. In 1992 twenty of the top professional bull riders put up $1,000 each to launch the Professional Bull Riders (PBR) circuit. Bull ridings first widely recognized stat was Dick Griffith, he won four consecutive world titles from...
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...RED BULL IN INDIA The case has been written by Prof. Rishabha Nayyar, Director, Genesis Institute of Business Management (GIBM) for the purpose of an in-class discussion. The content and data is fictitious and has no relevance whatsoever to any existing brand in the market. The case attempts to drive understanding / application of the marketing concept. Rakesh Singh was sitting in his office waiting for the Board of Directors to call him to the conference room. Rakesh has been appointed a year ago as the CEO of Red Bull India Ltd. and had been given the responsibility of growing the brand. However, a year had passed and the results were not there for showing. Rakesh was carefully looking at everything in his office being very sure that this was probably the last time he would ever see it again! Background Red Bull is a highly successful branding story. The brand came into existence in 1984. The brand was created by an Austrian professional turned businessman Mr Dietrich Mateschitz. The story goes like this -The original inventor of Red Bull energy drink is said to be Chaleo Voovidhya, a Thai businessman. In 1962 he created a drink named Krating Daeng (meaning Red Bull in Thai). In 1982 when Mr Dietrich visited Thailand, he came across this product which helped him to tide over the jetlag very quickly. Impressed by the product efficacy, Dietrich decided to take this product to Europe. He started Red Bull Gmbh with equity participation from Chaleo Voovidhya. By the year 1987...
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...RED BULL – MARKETING CASE STUDY INTRODUCTION Red Bull Gmbh was founded in 1984 by Dietrich Mateschitz after having been amazingly impressed by Far East functional drinks properties. Strongly convinced of the incredible market opportunity for such a drink category, he developed the formula of Red Bull Energy Drink and in 1987 the first Red Bull can was sold for the first time. This was not only the launch of a completely new product, but it was the birth of a totally new product category. The launch of Red Bull has been the most successful beverage launch of the last decade and drinking Red Bull has become a sort of fashion phenomenon. Today Red Bull is available in more than 165 countries and more than 35 billion cans of Red Bull have been consumed so far. Today Red Bull is the world’s leading energy drinks producer and it has approximately 70% of the market share in the worldwide energy drink market. Red Bull is privately held and therefore does not report its financial results but reliable data ensure that the company is an increasing and continuously growing profitable business nowadays with an average increase in sales of 10-12 % each year. Its motto is "Red Bull Gives You Wings". 1) RED BULL’S MARKETING STRATEGY SEGMENTATION Red Bull has a distinctive approach to marketing. It uses a progressive marketing strategy. This type of strategy aims to constantly evolve and develop the brand. First Red Bull has segmented the market according to age (demographic variable), personality...
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...The International UNO Summer School 2012 Red Bull: Case Analysis Daniel Mader Andreas Mair Jennie Walker Ellie Walker Macon Blount Marketing Principles Jeffrey R. Foreman, PhD MKT 3501.1 Table of Contents Company Overview 3 Corporate, Business, and Marketing Strategy 5 Market Orientation 6 Marketing Macro Environment 7 Consumer Behavior and Psychology 8 Porter’s Five Forces 12 Pricing Strategies 14 Integrated Marketing Communications 17 Social Media Press Release 19 Future Problems for Red Bull 20 Company Overview I. Mission Statement and Slogan A. Mission Statement * No official mission statement could be obtained, since Red Bull is not a publically traded company. B. Slogan * “Red Bull gives you wiiings.” / “Red Bull verleiht Flüüügel.” * This slogan was popularized via TV commercials in German-speaking countries in the 1990s; the slogan was later translated into English as Red Bull became more internationalized. * Controversy arose over the rights to use the English slogan in the early 2000s when a patent attorney from Sarajevo claimed that he had patented the slogan for his own purposes back in 1997 in Romania. The slogan is still in use today by Red Bull. II. Core Competencies * Needless to say, the brand has developed an image for power, speed, and recklessness, and dominates the energy drink market all across the globe. * As can be seen in Pricing...
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...of marketing those particular functional drinks outside Asia. This was not a new idea, but a variation on the Lucozade theme, another popular energy drink marketed by Smith Kline Beecham. However, Red Bull included other ingredients to achieve a different flavor. (Figure 1: Red Bull Founder- Dietrich Mateschitz) So it was that in 1984, Mateschitz founded the Red Bull GmbH company. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. Red Bull rapidly gained in popularity, giving people wings right from the start. In 1992, Red Bull touched down in its first foreign market, in Hungary. Today, Red Bull is energizing over 100 countries around the globe, such that many superstores have copied the idea with their own brand products, which invariably are inferior in one aspect or another.Red Bull, who is originally from Austria where it is still produced, distributed their energy drink in over twenty countries. Countries like USA, New Zealand, South Africa, Eastern and Western Europe. Today, the slinky 8-3-OZ can has completed its invasion into nearly every cold box in the United States. (Ohio, Tennessee and the Dakotas are among the few states without it.) In less than three years, Red Bull singlehandedly established and then lifted the booming energy drink category from a base of $12 million in (wholesale) dollar sales to $42 million in 1998 and $75 million in 1999, per Beverage Marketing Corp...
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...ideas about the treatment and welfare or the performing animals (PETA). Bulls participating in rodeo competitions seem to be one of the animals that happen to be most criticized about when it comes to the idea of how animals should be treaded and cared for. Many interest groups fight to ban competitions like bull riding, stating that the animals are treated unfairly and are constantly put into danger (PETA). But bulls are given a purpose when participating in rodeo, for the need for bulls on both dairy and meat farms is far less then the population of livestock used in the rodeo, giving reason to euthanize the bulls if rodeo was not an option (Friends of rodeo). The sport of bull riding not only revolves around the riders, but just as equally the animals themselves; these animals are given the highest quality of care and respect available in order to allow them to perform at the best of their abilities and to ensure a high quality of life. The Professional Bull Riding Association and bull contractors both take extreme measures in order to ensure each bull receives a good amount of care. Professional bulls can be worth as much as a couple hundred thousand dollars each (PBR now), which provides the contractors with a huge need to provide their animals with the greatest care that money can buy. The contractors cannot disregard the health of the bull, giving them reason to force the Professional Bull Riding Association to tighten their rules to ensure the safety of animal athletes...
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...Red Bull History and Ingredients…. Buyer Behaviour - MKT2600D Surenthiran Theannilawu - THSUD11 Contents Introduction 2 History of Red Bull 2 Ingredients 5 1. Taurine 5 2. Glucuronolactone 5 3. Caffeine 5 Buyer Behaviour Theory - Classical Conditioning 6 1. Definition 6 References 8 Introduction This report is a summary of the presentation that has been given out by me on the topic of Red Bull history and Ingredients. Red Bull “Gives You Wings…..” perhaps one of the most known slogans these days. Red bull headquarters is based in Fuschl am See, near Salzburg Austria.Approximately 4.6 billion cans of Red Bull are consumed each year where the product is available around the globe in 164 countries. I have analyzed how a drink which was sold to truck drivers and laborers in Thai become a globally well-known no.1 energy drink. And thereafter I have discussed about the ingredients of Red Bull its benefits and drawbacks. In spite of a lot critics faced by Red Bull, it currently holds the no.1 position in energy drink selling more than 4.6 billion cans around 164 countries according to Red Bull Official Web site. Perhaps, Red Bull is next best well known drink after Coke. This report basically outlines the history of Red Bull, the ingredients, and followed by a buyer behavior theory which I have applied to get more clarity and insight on this topic. History of Red Bull The product was actually founded way back in 1960s by a Thailand business...
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