...BRAND AUDIT- RED BULL Index Table of Contents Introduction to brand audit.................................................................................................. 1 1.Background of energy drinks ................................................................................................. 3 2. Market analysis of energy drinks ………………………………………………………………………………. 4 3.Red Bull……………………………………………………………………………………………………………………………. 7 4.Integrated marketing communication channels………………….……………………………..………….13 5.Survey Analysis……….……………………………………………………………….…………………..……………….22 6.Red Bull brand………………………………………………………………………………………………………….……29 7.Competitor analysis………………………………………………………………………………………………………..38 8.Red Bull positioning…………………………………………………………………………………………………..….40 9.SWOT analysis……………………………………………………………………………………………………….………42 10.PESTEL analysis……………………………………………………………………………………………………..…….43 11.Supply and distribution of red bull………………………………………………………………………….…….45 12.Red bull in news…………………………………………………………………………………………………………....46 13.Reccomendations…………………………………………………………………………………………………………. 50 References Exhibit(survey questions)………………………………………………………………………………………………….53 2 INTRODUCTION TO BRAND AUDIT A brand audit is a thorough examination of a brand’s current position in an industry compared to its competitors and the examination of its effectiveness. When it comes to brand auditing, five questions should be carefully examined and assessed. These five questions are how well the...
Words: 8752 - Pages: 36
...Heineken Brewing Company Case Study MBA650 Business Policy John Barber Abstract Heineken is a major competitor in the mass production beer industry. The firm is facing internal and external environment challenges which are affecting its sales and profitability. The corporation is involved in a competitive, concentrated, and differentiated industry that has allowed major rivals to achieve growth through mergers and acquisitions. The case study addresses the issues that the organization is encountering. The company is facing declining sales due to changing consumer tastes and increased competitive pressure. Heineken is attempting to increase sales and retain its position as a premium beer, but is faced with a lack of support from two key demographic groups which includes Hispanic American's and young Americans (Dess, Lumpkin, Eisner & McNamara, 2012). A case study of the firm, and its market environment, utilizing value chain analysis, and Porter’s Five Forces was conducted. Recommendations and alternative strategies were developed to increase the position of the Heineken brand and regain sales from Hispanic Americans and young Americans. The implementation of the recommendations and alternative strategies may increase Heineken’s opportunity of sustainable long term growth within the industry. Introduction Heineken is the third largest brewer in the world and currently distributes more than 170 brands of beer in over 150 countries worldwide. However, over the past...
Words: 5428 - Pages: 22
...Hoop Dome | Marketing Plan for National Championship Invitational | Hoop Dome Presents: Canada’s Sweet 16 | | Arjan Jonuzi and Alex Kim | 1/20/2015 | Basketball tournament for the top 16 high school teams across Canada | Table of Contents Title Page______________________________________________________________ Table of Contents______________________________________________________1 Event Description______________________________________________________2 Objectives____________________________________________________________3 Target Market_________________________________________________________4-5 Core & Ancillary Product_________________________________________________6-7 SWOT Analysis________________________________________________________8 Place________________________________________________________________9 Pricing ____________________________________________________________10-13 Sponsorship__________________________________________________________14 Advertisement ________________________________________________________15 Branding & Print advertisement Analysis ___________________________________16 Print ads_____________________________________________________________17 Event Description Basketball in Canada is growing rapidly. More and more people are playing basketball and there are more interests in basketball than ever before. Also the level of basketball is increasing. There are more Canadian basketball players...
Words: 4804 - Pages: 20
...Engagement 22 24 28 30 32 33 34 35 Refreshing the Communities We Serve 2011 Operating Group Highlights Business Profile Management Board of Directors Shareowner Information Company Statements 2020 Vision A LETTER fROm OuR ChAIRmAN ANd ChIEf ExECuTIvE OffICER dear fellow Shareowners: In 2011, I was honored to represent The Coca‑Cola Company all over the world, in humble villages and great, bustling cities. Wherever I traveled, I spent time in stores, restaurants, shops and homes—the places where people buy and enjoy Coca‑Cola. With every visit, I learned something new about our business: what we are doing well and what we can—and must—do even better. Again and again, as I listened to consumers, customers, bottling partners, associates and shareowners like you, one thought kept coming back to me: I wish all of you could see this business the way I do. That is quite a wish, I know. But, if you had been with me this past year, you would have experienced so many exciting and memorable moments in our ongoing story. Coca‑Cola turned 125 years young in 2011, and we celebrated by thanking all the people who, since 1886, have made Coca‑Cola what it is today. Even after three decades in our business, I was amazed and energized by the outpouring of affection for Coca‑Cola. Had you been with me last May, as we...
Words: 10166 - Pages: 41
...Under Armour first quarter of the New Year started out with a bang. According to the financial reports released at the end of the first quarter, Under Armour experienced a growth of about 36% in net revenue (Under Armour 1). There are many reasons as to the tremendous quarter growth of the company, but it is Under Armour’s motto: “innovation around fit” that makes this company and its products unique in the sports world. The company developed new products that have made them stand out in new sports markets, such as baseball and football. In 2014, Under Armour released a new performance shoe line called UA SpeedForm, which according to their 2013 Annual Report, “is the first true performance running shoe made entirely in a clothing factory and is a game-changing innovation that has unlimited potential” (Annual Report) By creating innovation in their products and on the field, Under Armour is paving way for higher net revenues every quarter. Under Armour currently is changing the way they distribute their products. The usual line of distribution for the company is wholesale, comprising 68% of its net revenues (Annual Report 4). While this composes the majority of the company’s net revenue, Under Armour is venturing into the direct to consumer channel through their factory house stores. Here is where the consumer can experience the brand that is Under Armour. Under Armour’s plan to further expand the business is to venture out into more international markets. Currently, Under...
Words: 6388 - Pages: 26
...hope all will see the flaws in forgiveness mind. We have gathered a lot of practical experience about Horlicks. Which is the only industries that fulfill their demand by themselves. We have also gathered a lot of knowledge about products of Horlicks. By analyzing our topics and have enjoyed it. We strongly hope and believe that you will enough to accord your kind approval to this report. Sincerely yours, Group: Jaguar Sec: 04 Program: BBA Bangladesh University of Business & Technology ACKNOWLEDGEMENT Prosperous conclusion of any course requires support from various personnel and we were fortunate to have that support, direction, and supervision in every aspect from my teacher, Horlicks officials and friends. First of all I would like to thank beyond measure grace and deep kindness of the Almighty Allah. We like to express my deep sense of thankfulness to my supervisor of Internship Program Md Maniruzzaman, lecturer, BUBT for his frank encouragement as well as guidance in preparing...
Words: 5342 - Pages: 22
...Breaking Down the Chain: A Guide to the soft drink industry aCknowleDgments this report was developed to provide a detailed understanding of how the soft drink industry works, outlining the steps involved in producing, distributing, and marketing soft drinks and exploring how the industry has responded to recent efforts to impose taxes on sugar-sweetened beverages in particular. the report was prepared by sierra services, inc., in collaboration with the supply Chain Management Center (sCMC) at rutgers university – newark and new Brunswick. the authors wish to thank kristen Condrat for her outstanding support in all phases of preparing this report, including literature review and identifying source documents, writing, data analysis, editing, and final review. special thanks also goes to susanne Viscarra, who provided copyediting services. Christine fry, Carrie spector, kim Arroyo Williamson, and Ayela Mujeeb of ChangeLab solutions prepared the report for publication. ChangeLab solutions would like to thank roberta friedman of the yale rudd Center for food Policy and obesity for expert review. for questions or comments regarding this report, please contact the supervising professors: Jerome D. Williams, PhD Prudential Chair in Business and research director – the Center for urban entrepreneurship & economic development (Cueed), rutgers Business school – newark and new Brunswick, Management and Global Business department 1 Washington Park – room 1040 newark, nJ 07102 Phone: 973-353-3682...
Words: 40786 - Pages: 164
...Analysis of Personal and Organizational Ethics and Values between For-Profit and Not-for-Profit Organizations Monte Mutu PHI 445 – Personal & Organizational Ethics J. R. Ewing July 21, 2003 Our personal needs are meet by our human desires to generate a profit or seek assistance in managing profit. Even though both the Not-for-Profit and For-Profit organizations benefit our social economy by providing financial assistance to various social classes, both types of profit organizations must continue to uphold and maintain their values and standards at the highest level possible. Both profit organizations also have a responsibility to its customer base to live up to their actions simply by recognizing their purpose, owning up to their faults and conducting business in a professional and ethical manner. Lets take a look at the two types of profit organizations, the Navy and Marine Corps Relief Society and the Pepsi-Cola Company Inc. The Navy and Marine Corps Relief society is a non-profit organization headquartered in Arlington, Virginia. The Navy and Marine Corps Relief Society has approximately eighty-five branch offices located throughout the United States and eleven countries worldwide with a staff of 169 personnel, over 3,700 volunteers and over 50 nurses combined working diligently to provide assistance at moments notice. The Navy and Marine Corps Relief Society provides financial assistance and education to service members of the United States Navy, the Marine...
Words: 3504 - Pages: 15
...UNLV Theses/Dissertations/Professional Papers/Capstones 8-1-2010 Evaluating point-of-sale buying decisions: Understanding why consumers purchase timeshares Lisa Y. Thomas University of Nevada, Las Vegas Follow this and additional works at: http://digitalscholarship.unlv.edu/thesesdissertations Part of the Marketing Commons, and the Real Estate Commons Repository Citation Thomas, Lisa Y., "Evaluating point-of-sale buying decisions: Understanding why consumers purchase timeshares" (2010). UNLV Theses/Dissertations/Professional Papers/Capstones. Paper 868. This Dissertation is brought to you for free and open access by Digital Scholarship@UNLV. It has been accepted for inclusion in UNLV Theses/ Dissertations/Professional Papers/Capstones by an authorized administrator of Digital Scholarship@UNLV. For more information, please contact marianne.buehler@unlv.edu. EVALUATING POINT-OF-SALE BUYING DECISIONS: UNDERSTANDING WHY CONSUMERS PURCHASE TIMESHARES by Lisa Young Thomas Bachelor of Business Administration Sam Houston State University 1986 Master of Science, Hotel Administration University of Nevada, Las Vegas 2007 A dissertation submitted in partial fulfillment of the requirements for the Doctor of Philosophy in Hospitality Administration William F. Harrah College of Hotel Administration Graduate College University of Nevada, Las Vegas August 2010 Copyright by Lisa Young Thomas 2010 All Rights Reserved THE GRADUATE COLLEGE We recommend...
Words: 37610 - Pages: 151
...Table of Contents Executive Summary………………………………………………………2 Problem Statement…………….…………………………………………2 Situation Analysis…………………………………………………………2 External (Refer to appendices A)…………………………………2 Internal (Refer to appendices B)………………………………….4 Segmentation Analysis (Refer to appendices C, D, & F)……………..6 Strategic Alternatives (Refer to Appendices F, G, & H)……………….9 Alternative 1…………………………………………………………9 Alternative 2………………………………………………………..10 Alternative 3………………………………………………………..11 Recommendation………………………………………………………...12 Implementation (Refer to appendices I)……………………………….13 Conclusion………………………………………………………………..14 References………………………………………………………………..15 Appendices……………………………………………………………….17 Group Contract…………………………………………………………..25 Executive Summary Jumba Juice, a chain of smoothie restaurants from the United States, is facing a marketing challenge that will be solved throughout the following case study. The company needs to define their target market, as well as create brand awareness in Canada through a new marketing plan. There are four alternatives that the clients should consider; a) marketing to Generation Y, b) marketing to the Millennial generation, c) marketing to business people, and d) marketing to health conscious individuals. The recommended alternative is to market to suburban areas across Canada because they contains three of segments of Jamab Juice’s market; Generation Y, the Millennial’s and health conscious individuals. This region has...
Words: 3721 - Pages: 15
...1. Analyze the top 5 most popular choices of hybrid cars detailing the pros and cons of each car’s technology, price, manufacturing, car’s impact on environment, and describe the scientific principles involved behind the technology. 2. Determine which type of car would work best for you and your family. Justify your decision based upon the result of your analysis of the 5 hybrid cars. 3. Analyze the impact this technology will have on our political relationships with oil-producing countries. Make sure that you address economic issues such as: trade, production, and supply in your analysis. 4. Express how you think this technology will influence world politics? Make sure that you address economic issues such as: trade, production, and supply in your analysis. 5. Explain what impact do you think these cars will have on our economy? Consider the following issues in your analysis: consumer buying, sustainability, recycling, and fuel economy. Abstract “The first hybrid gas-electric car in the United States, the original Honda Insight, reported its first 17 sales in December 1999. One decade and 1.5 million hybrids later, the auto industry is ready to embrace hybrids and other green cars like never before.” (Berman, 2009) Hybrid cars are extremely popular internationally and it’s easy to see why. “Hybrid cars complement gas engines with electric motors to improve gas mileage or to increase power through the use of a combined-propulsion system. Toyota and Honda are...
Words: 5747 - Pages: 23
...Introduction The process of marketing involves three key functions viz. market segmentation, targeting, and market positioning. Marketing segmentation concept is closely connected with the marketing mix. Market segmentation involves identifying the basis on which market needs to be segmented. Targeting involves selecting the target for segmentation. Positioning involves developing position to target the segments. Market segmentation is about aggregating prospective buyers into groups that have common needs. The groups that result from market segmentation are called market segments. Meaning / what is marketing segmentation? : Markets consist of buyers, and most often than not, these buyers have heterogeneous preferences. Thus, it is impossible for an organization to serve all these buyers with varied needs. Therefore, the notion of market segmentation is introduced. Market segmentation involves the process of identifying segmentation variables, or bases, and developing profiles of resulting segments. By going after segments instead of the whole market, companies have a better chance to deliver value to consumers and to receive rewards for close attention to consumer needs. Compaq, IBM and IPC are multinational companies that have branches worldwide. This is evident from their websites that cater to people from different countries. Compaq serves over 40 countries including Japan, Korea, Sweden, the United Kingdom, and the United States, just to...
Words: 5705 - Pages: 23
...Acknowledgements : First of all we would like to introduce our selfs, BIALLACH Safae and EL YOUNSI nahide, a 3rd year students in SUP DE CO MARRAKECH. In the third year the internship is a part of the program at our school. But for the two of us, we didn’t do an internship because we shose to go for a summer school programme in LONDON, UNITED KINGDOM for two weeks at the LONDON SCHOOL OF BUSINESS AND FINANCE (LSBF). The objectives during this journey were to improve our level in English language, to Discover a new culture, to visit a lot of places that we wanted to see and also to meet a lot of different people from different countries. Studiying in LONDON was a wonderful experience that we wont forget. for that, we would like to give some thanks to all the people that helped to gave us the chance to go for this programme. Without forgeting a special Thanks to our English Teatcher M.EL FOUADI KAMAL for this opportunity. Last, but not least, we would like to thank our parents and family for supporting our stay in LONDON financially and emotionally. INTRODUCTION ...................................................................................................2 SECTION 1 : TESCO……………. .........................................................................4 1-BUSINESS DESCRIPTION…………. ......................................................5 2-HISTORY .................................................................................................6 3-CORE...
Words: 9552 - Pages: 39
...icons such as Justin Timberlake as a means to attract teenagers. Additionally, company has begun to offer healthier food products, such as oatmeal, given consumers are more health conscious. In light of McDonald’s recent efforts to improve its marketing strategies, they still face three pressing issues. Firstly, although the company has begun offering healthier food items, they are still high in fat, sugar and salt. This was confirmed in a study performed by Dr. Linda Schacter which found McDonald’s recent food offerings can still cause heart disease and kidney failure. Secondly, McDonald’s common marketing of products to children has resulted in a high degree of ethical scrutiny among the public. In the same regard, the firm’s product purchases from sources who contribute to deforestation has further decremented the company’s image. In fact Primary...
Words: 8516 - Pages: 35
...Chapter 2 Consumer Behaviour 2.1 Introduction “The consumer, so it is said, is the king… each is a voter who uses his money as votes to get the things done that he wants done” [Samuelson in Oxford Dictionary of 20th Century Quotations, 2000:274]. There is no question about it – consumers are paramount to the economy. All marketing decisions are based on assumptions about consumer behaviour [Hawkins et al., 2001:8, Mulkern, 2001:126; and Labbe, 2000:38]. In order to create value for consumers and profits for organisations, marketers need to understand why consumers behave in certain ways to a variety of product and services offered. In order to determine the factors that influence the preferences of the Millennial Generation, an understanding of how consumers generally think and behave in buying situations is vital. This chapter starts off with a model of consumer behaviour, which will serve as the foundation of this chapter’s structure. The first part of the model takes an in-depth look at internal, external and other influences that are relevant for the purpose of this study, whilst the second part examines the consumer decision-making process in detail. 2.2 Model of consumer behaviour Understanding consumer behaviour and “knowing customers,” have and never will be simple. Consumers may say one thing but do another. They may not be in touch with their deeper motivations. They may respond to influences that change their mind at the last minute....
Words: 27724 - Pages: 111
