...Bowl had been an influential event for advertisers for decades. It was already October 1999 for the marketing executives and decisions had to be made to get the production started. Only three advertisements were going to be chosen, two to be played during the Super Bowl and all three throughout the year 2000. There were ten initial concepts proposed and five remained. Scott Moffit, the Marketing Director for Mountain Dew, was the least senior executive and first to evaluate the concepts. Throughout the years PepsiCo managers paid close attention to music and sports as these two activities were crucial parts of the youth culture. Rap, grunge, and techno music were all important to Mountain Dew’s campaign throughout the 90’s. Around this same time period alternative/extreme sports were also taking off in the worldwide. Mountain Dew chose to take advantage of the new spectators by focusing on the newly popular extreme sports that were now being shown on ESPN and...
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...drinks category and is a market leader in USA and European markets where is present. Essential to Red Bull’s success was the use of word-of-mouth marketing and the fact that they were seeking to break the traditional rules of marketing by reaching consumers in innovative ways. Red Bull are using pull marketing extensively. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of their events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales. The company also uses consumer education teams that go around and talk to people one-to-one about the product, handing out free cans of Red Bull. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a domino effect. Through its sponsorship of extreme sports events, it developed a movement among marketing-wary targeted age group of 18 to 29 years old, who perceived it as an anti-brand. By playing on associations with danger, energy and extreme adventure-related sports, such as motor sports, mountain biking, and snowboarding, Red Bull...
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...analysis of the ultimate fighting championship the business sector of the mixed martial art industry, with an analysis of UFC. The first section of this report will cover an overview of the trends in technology demographics, economics, political/legal, and social/cultural-global. Political/ Legal From the government side there always have been concerns for UFC for the safety of those who are involved in the sports because the first six UFC events had no time limits, no mandatory safety equipment and very few rules and also many observers assumed that “you’d have to have a death wish or at least be a little unhinged-to put yourself in that arena.” Which lead Senator John McCain started a campaign to ban the UFC; many agreed that the sport is too violent. Result of that the UFC is still illegal in the USA state for example New York, and lawsuits blocked it in other areas as well. Socio-cultural and Global UFC is becoming increasingly popular in many parts of the worlds. Many people around the world watching wrestling, and showing interest to this extreme form of sport. UFC start holding event globally, and “UFC programming reaches more than 416 million household worldwide via channels in Europe, Australia, South America, in Asia, middle east and also in North Africa.” which is why UFC is becoming popular around the world. The increasing number of audience around the world is an opportunity that UFC should take advantage of it. Technology The internet is getting bigger...
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...U-verse Front Row 100 AT&T U-verse Games Channel 93 AT&T U-verse Movies 200 AT&T U-verse Movies 1200 AT&T U-verse Pay Per View 102 AT&T U-verse Shopping 1 84 AT&T U-verse Shopping 4 429 AT&T U-verse Sports 600 AT&T U-verse Sports 1600 BabyFirst TV 330 BabyTV 310 Bloomberg Television 222 Boomerang 327 BUY TV 228 BuyIt 196 BuyIt2 247 BYU 567 CMT (Country Music Television) 525 CMT Pure Country 527 CNBC 216 CNBC Business News App 218 Country Deep™ 530 C-SPAN 230 C-SPAN 2 231 C-SPAN 3 232 Daystar 563 Discovery Channel 120 Disney Channel 302 Disney XD 304 DIY Network (Do-It-Yourself Network) 454 Eternal Word Television Network (EWTN) 562 EWTN Español 3077 Family Entertainment TV 578 FamilyNet 566 Food Network 452 Food Network App 457 Help On Demand 411 HISTORY 256 Home & Garden Television (HGTV) 450 HSN 422 INSP (Inspiration Network) 564 1 ION 195 Jewelry TV 428 JUCE 570 Kids Multiview 2 301 Liquidation Channel 399 Movie Coupons 199 Music Choice App 500 National Geographic Channel 265 2 News Multiview 201 Nick Jr. 320 Nick2 316 Nickelodeon 314 Nicktoons 318 On Demand storefront 1 PEG - Public Education and Government 1 99 Phone Services on TV 9900 Qubo Channel 328 QVC 421 QVC+ 422 Science 258 ShopHQ 424 Shopping Multiview 2 1412 Smile of a Child TV 340 SonLife Broadcasting Network 580 Sports Multiview 2 601 Sprout 337 TBN - Trinity Broadcasting Network 560 TeenNick 322 The Church Channel 565 The Hub 335 The TimeLife Channel 229 The Weather Channel 225 The Weather Channel App 227 The Word...
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...ANALYSIS STRUCTURE: 1. INTRODUCTION 2. THE PROBLEM i. Objectives ii. Barriers 3. THE ALTERNATIVES 4. THE ISSUES 5. THE CONCLUSION 1. INTRODUCTION Red Bull Stratos occurred on 14 October 2012 in New Mexico, USA, and it is commonly considered to be a milestone in the evolution of marketing. Red Bull athlete Felix Baumgartner has jumped towards Earth, from a helium balloon, from an altitude of 39 km. He is the first (known) human being breaching the sound barrier while descending, without any form of engine or inertial support, and surviving this endeavour. The jump qualifies not just as a PR stunt but it is, up to date, the greatest example of content marketing creation and dissemination. The immediate effect consisted in: * 8 million concurrent views on YouTube live; * Two threads on the front page of Reddit; * 2.000.000 unique consumers actions; * 1.000.000 distinct Stratos participants; * 2.000.000 new subscribers; * 820.000 pieces of extremely positive content created; * 400% increase over average length of consumers engagement; * 50.000 distinct links shared; * 61.634.000 trusted impressions generated; * At its apex, some 1% of all online conversations worldwide were about Baumgartner, Red Bull and Stratos Mission 2. THE PROBLEM ...
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...Marketing Essays - Red Bull Table of Contents Introduction Red Bull has created a strong brand image, using colourful icon with two bulls in opposition and a memorable tag line; ‘Red Bull gives you wings’. Through creative marketing and sponsorship it has linked itself with extreme sports, innovative music and art, all aimed squarely at the youth market (Dahlen, Lange and Smith, 2010). This brief examines brand development, which strategies have helped it to success and where the brand goes from here as it faces the prospect of losing its cuttingedge image while continuing largely with only one product. Red Bull is a European success story. The product was launched in 1987 in Austria. It faced opposition from the Food and Drink Administration (FDA), who refused to clear it for distribution but despite this it became an underground success through clubbers and snowboarders. This anti-establishment stance found synergy with consumers, even after it was cleared for sale. It quickly spread into neighbouring countries and into the US market (Franzen and Moriarty, 2009). Dahlen, Lange and Smith (2010) note that by 2004, it had gained 40% share of its market sector and 70% in Europe. However, the brand still faced problems; it was banned in Denmark and France following unsubstantiated rumours that people had died from drinking the product in Sweden and Ireland (Mail Online, 2001). The European market was stagnating, and it faced distribution problems from companies...
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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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...Case Study 11.1 Red Bull: The global market leader in energy drinks is considering further market expansion November 16th, 2015 Executive Summary Red Bull, an original in the energy drink market, was founded in 1984 by marketing guru Dietrich Mateschitz and formula developer Chaleo Yoovidhya. The product is often used for boosting energy, increasing focus, and as a mixer for alcoholic drinks. Red Bull is well recognised for its extreme marketing strategies. For example, Red Bull has a “Mobile Energy Team,” which is largely made up of university students. The Mobile Energy Team regularly travels from University to University to promote Red Bull and provide samples of the product. A second example of Red Bull’s marketing strategy is their support for extreme sporting events, for example; Nascar driving. However, with the increase of new entrants in the functional drink market, Red Bull’s market share has decreased. This decrease leads straight into the problem statement; What strategy(ies) can Red Bull, the global market leader, use to further expand into current and emerging markets within the next three years in order to increase market share and sales? Several symptoms from the case where used to create an Industry Competitive analysis, a Fishbone analysis, and a SWOT analysis. Ultimately, after evaluating the Industry Competitive analysis, the Fishbone analysis, and the SWOT analysis, three alternatives were chosen to be further explored. These three alternatives...
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...Slater White STR 356 Sports Promotion Professor Walpole 5/2/12 The World of Red Bull Red Bull is a sugary, caffeinated drink intended to give consumers a boost of energy. Available in cans ranging from, 8, 12, 16 and 20oz cans. Founded in 1984 by Austrian businessman Dietrich Mateschitz, Red Bull has become the worlds leading energy drink, a staple in many young, and active people’s lives. Much of Red Bull’s triumph in the industry comes from its ability to market itself within the sports industry. The approach is aggressive and exceeds simple sponsorship. Red Bull focuses much of its time on brand management, and ownership allows it to completely control how its brand is connected with a given sport. The drink claims to improve some of the most important attributes of successful sports people – fast reactions, concentration and endurance. Priding itself on these attributes, Red Bull realized how effective the drink would be within the sports industry. As soon as Mateschitz realized the possible profitability Red Bull could generate within the sports industry there was nothing stopping him. Red Bull began supporting approximately 500 extreme sports athletes and hosting exclusive parties for these amazing competitors. By 1997, Red Bull’s buzz marketing strategy proved successful. Brandon Steiner, of Steiner Sports Marketing says, "It's a good relationship with what the drink stands for and what the sport stands for. It doesn't surprise me to see that kind of synergy....
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...East 5StarMax East ABC Family ABC Family HD Action Max East Adult PPV AMC HD American Movie Classics Animal Planet Animal Planet HD Arts & Entertainment Arts & Entertainment HD AXS TV BBC America BET Biography Channel Bloomberg Bravo Bravo HD Cartoon Network Cartoon Network HD CBS College Sports Network Cinemax East Cinemax HD East CLOO CMT CMT HD CMT Pure Country CNBC CNBC HD CNN CNN HD Comedy Central Comedy Central HD CSPAN C-SPAN 3 Destination America Discovery Channel Discovery Channel HD Disney Disney HD Disney Jr. Disney XD Do-it-Yourself E! Entertainment Encore Action East Encore Drama East Encore East Encore Love East Encore Mystery East Encore Westerns East ESPN ESPN 2 ESPN 2 HD 693 691 44 244 688 884-887 256 56 59 259 27 227 203 317 64 320 371 66 266 45 245 512 686 681 339 69 232 387 53 253 28 228 62 262 96 123 311 38 238 43 243 308 301 322 63 602 606 601 603 605 604 23 24 224 ESPN Classic ESPN HD ESPN U ESPNews EWTN Flix East Food Network Food Network HD Fox Business Network Fox College Sports Atlantic Fox College Sports Central Fox College Sports Pacific Fox Movie Channel (fxM) Fox News Channel Fox News Channel HD Fox Soccer Channel Fox Sports Plus Fox Sports Southwest Fox Sports Southwest HD Fuel Fuse FX FX HD G4 G4 Galavision Game Show Network Great American Country Hallmark Channel HBO East HBO Family East HBO HD East HBO Latino East HBO On Demand HBO Signature East HBO2 East HDNet Movies HD On Demand Headline News History Channel H2 History HD Home & Garden Television...
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...look at pole-vaulting as a crazy and extreme event in track and field. The men and women that do this event can be quite crazy. They are people who aren’t scared to take the risk of going as high as twenty feet in the air. Pole vaults are almost a different breed of athlete. They have a mindset that they are going to run as fast and jump as high as they can and not care what happens after. There are many ways that a pole-vaulter can get hurt from head injures to pulled muscles. Fortunately, nearly everyone that pole vaults remains safe and uninjured, but there are a few cases a year where people get hurt or in extreme cases killed. This isn’t due to the fact that the event isn’t safe but just that with every other sport, there is a chance something can go wrong and you can get injured. But that is the fact that athletes in every sport have to deal with and have accepted. Pole-vaulting is a very technical and hard event to learn. The athlete has to be fast strong and have great stamina because of the amount of jumps taken and how taxing each jump is on the body. The main object of vaulting is to get over the cross bar and move to the next height. Most of this has to do with the amount of force you apply to the pole at impact. This is called momentum. “Momentum is a quantity used to measure the motion of the body” (Weir par 13). This is essential to having a successful jump and to clearing the height. Pole vault is an international sport that thousands of track and field athletes...
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...Week 1: Current Event in Business Research RES/351 5/18/2015 John Gilpin Introduction I’m going to be discussing the comparison between Monster and Red Bull energy drinks. This is very controversial because many people not only love these drinks but think they’re health to be consuming on a daily basis. I work in the fitness industry and although many people in this industry think these drinks are okay to drink, it’s mostly people not in this industry consuming these drinks, they don’t know better. Red Bull is one of the biggest soft drink successes over the past the years. 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 even supplies a sugar free version for the average health-concerned user. The target audience. Red Bull targets an active audience, especially those between the ages of 17 and 23, male and female. Characteristically, 17- to 23-year-olds is either thinking about college, in college, or just recently graduated from college. It is currently in a consumer's life that dramatic schedule changes are happening. 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.The Red Bull consumers...
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...a projected value of $ 53,3 in 2014. * The $ value global market growth for alternative beverages grew at a 9,8 % annually between 2005 and 2009, and has a forecasted growth rate of 6,7 % between 2010 and 2014. * Of the alternative beverages market, the USA has 42,3 % of the share, Asia- Pacific has 31,5 %, and Europe has 22,2 % of the share. * In the US, sports drinks accounted for almost 60 % of alternative beverages sales, while vitamin- enriched drinks and energy drinks accounted for about 23 % and 18 % of 2009 alternative beverage sales. * Saturation rate for all types of beverages was high in developed countries. * Market maturity and poor economic conditions caused the US beverage industry to decline by 2,3 % in 2008 and by 3,1 % in 2009. * The entering of new geographic areas, the steady growth of the purchasing power of consumers in developing countries, and the development of new types of beverages continue to create a demand for beverages. * Industry analysts believe that carbonated soft drinks will continue to remain the most consumed beverage in the US for some time, but annual sales will continue to decline as consumers developed preferences for bottled water, sports drinks, fruit juices, ready-to-drink tea, etc....
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...The line between training and abuse is beginning to blur as athletes today are often pushed to physiological and psychological extremes in pursuit of achieving success (Tofler, Stryer, Micheli & Herman, 1996). However, there is a norm unique in the culture of sport, especially at the elite levels, that accepts, expects, and encourages such pain. This is given that practices have largely been formed by individuals of power (for example, by coaches and medical professionals) in ways that they believe will develop an athlete's excellence. As a result, it is these individuals that hold significant accountability for the development of an athlete's physical performance, behaviour as well as their psychological and emotional well-being. (Becker,...
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...TAGCB | USA TODAY: Innovation in an Evolving Industry | | Dalia Al Asali Kamal Odeh Q1) What Opportunities in the marketing environment did Gannett seize in launching USA Today? How did the company learn about and respond to the opportunities? Answer these same questions for USATODAY.COM Through Research they found out that all competitors target the intellectual elites therefore USA today should target the achievement oriented men and men of professional and managerial positions which are the middle America young well educated who are on the move about current events. Also due to experiment to choose the format of the paper through a prototype delivered to 5000 expert in that field they knew which preferred layout to choose form, and also from another research to choose the content of the paper which from the results they established that the paper consisted of 4 sections: News, Money, Life and sports. Also from the two trends that Neuharth was going to take advantage of that is going on among the reading public, an increasingly shorter attention span and a generation nurtured on television a growing hunger for more information but readers faced the problem where there is too much information out there with so little time to absorb all of it, he made his paper laid out for easy access and quick comprehension by time-pressed readers. Q2) how has a continuous strategy of marketing innovation proved successful for USA Today and USAToday.com? Do you believe that USA...
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