...Information： Amount of incoming tomatoes: 3,000,000 pounds Grade A：20%×3,000,000 = 600,000 pounds Grade B：80%×3,000,000 = 2,400,000 pounds Product Selling Price Per Case Demand Forecast (Cases)(1) Pounds Per Case(2) Total weight in pounds(1)*(2) Minimum Quality requirement Whole tomatoes $4.00 800,000 18 14,400,000 8 $1.48 Tomato juice $4.50 50,000 20 1,000,000 6 $1.32 Tomato paste $3.80 80,000 25 2,000,000 5 $1.85 Contribution per case (3) Contribution per pound (excl Tomato cost) (3)/(2) $0.082 $0.066 $0.074 WA = Pounds of A-grade tomatoes in canned whole tomatoes.. WB = Pounds of B-grade tomatoes in canned whole tomatoes. JA = Pounds of A-grade tomatoes in tomato juice. JB = Pounds of B-grade tomatoes in tomato juice. PA = Pounds of A-grade tomatoes in tomato paste. PB = Pounds of B-grade tomatoes in tomato paste. Z: Total net profit cost per pound Copper’s objective function(see Table 3-18): Max Z= (WA+WB) *0.12/18-(JA+JB)*0.09/20+(PA+PB)*0.12/25 ==> Max Z=0.0067(WA+WB)-0.0045(JA+JB)+0.0048(PA+PB) Myer’s objective function(see Table 3-19): Max Z= (WA+WB) *(-0.01)/18-(JA+JB)*0.08/20+(PA+PB)*0.55/25 ==> Max Z=-0.00056(WA+WB)+0.004 (JA+JB)+0.022(PA+PB) Correct objective function(see Table 3-19): Max Z= (WA+WB) *(1.48)/18-(JA+JB)*1.32/20+(PA+PB)*1.85/25-0.06*3,000,000 ==> Max Z=0.0822(WA+WB)+0.066(JA+JB)+0.074(PA+PB)- 180,000 Q1：Verify, why, as per Tucker, the Whole Tomato production is limited to 800,000 pounds (i.e...
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...Band Management Case 1 A case Analysis of (Product) Red (A) Submitted By: Amit Pathak Navin Koirala February 18, 2015 Synopsis (Product) Red (A) is an innovative business model which integrates business and charity together. (Product) Red (A) is an original approach of raising fund for AIDS patient in Africa by Licensing the brand to the business giant of the world and the fund directly going to Global fund of United Nation. This innovative approach has been very successful in collecting funds raising it form $5million to $50 million contribution by the private/corporate sectors. Case Facts Product (Red) is the best instance which can be taken as one of the best marketing campaign with the assist of many huge and reputed firms. The sole purpose of this campaign is to raise funds for HIV/AIDS victims in Africa through “The Global Fund” which is a nonprofit organization with the corporation of reputed business organization like GAP, Armani, Apple, Converse, American Express, Motorola etc. The main concept of this whole campaign is to raise fund with the purchase of Product (RED) and certain part from the purchased amount is funded in the Global Fund to help in the prevention and treatment of HIV/AIDS patient in Africa by bearing the cost of Antiretroviral Drug (ARV), a treatable drug to extend the patient’s lives. Above all this article carries out the various facts and details about Product (RED) and its stages of the development and its business models which are pointed...
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...MKT 533 Branding Strategy Cases Dr. Diane Badame Fall 2015 The price of this reader reflects a 20% discount on production costs, due to the early submittal of material by the instructor. Dear Student: Reproduction of copyrighted material, without prior permission of the copyright owner, particularly in an educational setting, is an issue of concern for the academic community. Unfortunately, the impropriety of much unauthorized copying is all too often overlooked by users in an educational setting. Although copying all or part of a work without obtaining permission may appear to be an easy and convenient solution to an immediate problem, such unauthorized copying can frequently violate the rights of the author or publisher of the copyrighted work, and be directly contrary to the academic mission to teach respect for ideas and the intellectual property that expresses those ideas. With that in mind, the University Bookstore has sought permission and paid royalties for all materials enclosed. The price of your reader reflects those necessary costs. This material comes from "Questions and Answers on Copyright for the Campus Community," Copyright 1993 by National Association of College Stores, Inc. and the Association of American Publishers. MKT 533 – Branding Strategy Dr. Badame, Fall 2015 UNIVERSITY OF SOUTHERN CALIFORNIA MARSHALL GRADUATE SCHOOL OF BUSINESS MKT 533 – BRANDING STRATEGY 1.5 CREDIT COURSE FALL 2015 ___________________...
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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's Innovative Marketing: Transforming a Humdrum Product into a Happening Brand Abstract: The Red Bull energy drink was launched in Austria in 1987, by Dietrich Mateschitz. He claimed to have experienced the invigorating properties of a popular Thai energy drink, Krating Daeng, on a trip to Thailand. Realizing that a similar product could have good potential in Western markets, Mateschitz obtained the license to manufacture a carbonated version of Krating Daeng from its Thai owners. Obtaining permission to sell Red Bull in Europe was not easy, as it contained several ingredients whose effects on the human body were untested However, permissions were eventually obtained, and Red Bull became exceptionally successful in all the markets in which it was launched. It was generally acknowledged that Red Bull's success was the product of the company's innovative marketing efforts. This case study discusses the marketing strategy adopted by Red Bull GmbH, including the company's effective employment of buzz marketing in new markets, and its sponsorship of sporting activities, especially extreme alternative sports, to enhance its image. The case also talks about Red Bull's target markets, and its pricing and differentiation strategies. It includes a section on the various controversies surrounding Red Bull, and the effects of these on its brand image. The competitive situation in the energy drinks market and Red Bull's position vis-à-vis competitors, is also discussed. The case...
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...1. A critical thinking issue that becomes present in the case is how Red Bull has been marketing their brand in the past and present. It can be hard to think that the way that they market themselves is smart or not in the long run. 2. Some different types of marketing that Red Bull has been doing recently is that the company started off promoting their products on the streets at major events by having cars driving around with a large Red Bull can on top and handing out the products to those that walk by. Another marketing that they are using is that they have been putting out a magazine that is just related to their products and advertise those that believe and sponsor the brand. Sponsorship is a major part of why Red Bull has had a growing brand loyalty; they have been part of the Red Bull Music Academy, which helps up and coming and well established musicians be able to grow. While Red Bull has no say into what is made or done in the academy their products are the main product offered to the academy. All of the marketing that Red Bull has been doing over the years has been popular because it is nontraditional compared to other brands. They are able to grab the attention of consumers not only with traditional ads on the different types of media but also by what they do to interact with consumers in person. 3. Communication goals that Red Bull marketing conveys is that they are more than just an energy drink company. They believe in more than just what is surface level...
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...Why is Red Bull one of the most successful energy drinks in the world? Your essay must explain how and why Red Bull has selected their target market, positioned their product and created a brand that supports their positioning. By: Tegan Effting March 2010 Introduction Red bull is an energy drink; a functional beverage that claims to “give you wings!” It certainly worked for Dieter Mateschitz and Chaelo Yoovidhya, the creators of Red Bull, who have soared into the shared position number 208 on the Forbes list of richest billionaires of 2010 with individual net worths of $4.1 billion self created between the launch date in 1987 and today. So what is it that has made Red Bull one of the most successful energy drinks in the world? Designed to improve stamina, the ingredients of Red Bull boost performance by increasing alertness, concentration and reaction speed, making it the perfect supplement for periods of heightened physical pressure and mental stress. (Simpson J & B Dore, 2008). The drink is a variant of Yoovidhya’s Krating Daeng, a tonic discovered by Mateschitz who was awed by its powerful effect on reducing his jetlag post travel to the Far East. Mateschitz had experienced nothing as effective in the Western market and saw huge potential for a more palatable version amongst the Westerners, who needed more than one of the few existing sports energy drinks to help relieve them of the symptoms of a busy lifestyle. In 2006 it was recorded that more than three...
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...Brannigan's soup case (#5-913-546). Please answer the questions, and also provide associated spreadsheet tables and work (for your final output). Read the whole case but pay special attention to plans 2 and 4 as they will be the focus of the questions. Plan 4: Invest in the Core 1) Assume that sales would go down by 4% for RTE cans in 2013 in the absence of this plan. Compute that counterfactual sales (quantities and revenue) and profit. 2) Compute profit under the lower and upper bound assumptions on sales increases, including the increased marketing costs. 3) What minimum quantity do you need to sell to make the plan break even? For the next set of questions, use the quantity you computed in question 3. 4) Compute the change in demand due to his plan. 5) Compute the implied retail elasticity assuming a retail margin of 35% and perfect pass through of the price change. 6) Imagine that the ad campaign was responsible for 20% of the increased sales. Compute the same price elasticity as in question 5. 7) Do you want to proceed with the advertising campaign? 8) Would you want to proceed with mondernizing the plant? 9) Which parts of this plan seem to make sense or not make sense to you? What are the crucial numbers in determining this and are there other statements in the case that might inform whether these numbers seem reasonable or not? 10) What do you see as some of the advantages / disadvantages of this plan relative to the other plans? Plan 2: Acquire Red Dragon Here we are...
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...you think Red Bull would write its mission statement? How would you write it? Red Bull’s mission statement is to bring people to products and give them energy, targeting a diverse range of people, including athletes worldwide. 2. Has Red Bull identified the best target market for its product? What other market segments might the firm target? At first, Red Bull has been popular in truck drivers and rice farmers for twenty years. People who work in these two jobs are often required to work for long time. This caffeine-rich energy drinks can make them be able to keep awake during working, that’s why Red Bull has been popular in them. Now, Red Bulls are popular in treaty youngsters. Red Bull build the images of the brand and attractive customers to the product. Red Bull claims that they didn´t bring the product to the people but make it available and customers will be attracted and come by themselves. For examples, someone thinks Red Bull is sexy and delivers on the energy. By their promotion efforts, sponsoring athletes and holding some events, Red Bull have been attracting customers who meet the value, attitude and lifestyles that Red Bull´s brand images shows. By the images Red Bull has built for the brand, they might target on people who love sports and need to be energetic not only while working. As Red Bull’s new strategy is to get a new generation of 16 year-olds on board every year, they might view young generation and students as their target market. Red Bull is also...
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...1 Brand guidelines Created July 2011 Minak Theatre, Cornwall Brand guidelines 2 Houses of Parliament, London 3 Welcome to VisitEngland’s brand guidelines Introduction 05_ VisitEngland’s mission 06_ Guidelines and their use 07_ About VisitEngland 4 Elements 09_ The VisitEngland logo 10_ Logo size 11_ Logo don’ts 12_ Logo colourways 13_ Logo exclusion zone 14_ Logo usage 15_ Graphic device 16_ Transparent rose 17_Working with other logos 18_ VisitEngland colours 19_ Subject area colours 20_ Everyday typeface 21_ Printed typeface 22_ Photography 24_ Photography do’s 25_ Photography don’ts 26_ Supporting devices 27_ House style 28_ Corporate responsibility Templates 31_ PowerPoint 35_ Generic cover design 37_ Briefing documents 39_ Letterhead & compliments slip 41_ Certificate 43_ E–Communications 46_ Business cards 48_ Case study/Best Practice Guide 51_ A5 flyer 53_ A4 booklet 55_ Business documents 57_ Layout grid 59_ Banner stands Appendix 61_ VisitEngland brand hierarchy Anthony Gormley sculptures at Crosby beach, Merseyside Contact Details VisitEngland’s mission | Brand guidelines | 05 5 VisitEngland will lead and drive forward the quality, competiveness and sustainable growth of England’s visitor economy by providing strategic direction, intelligence and coordinated marketing for the sector. Through partnership and collaborative activities we will support our partners at national and local levels to deliver excellent visitor...
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...to the Red Bull Market Table of Contents Table of Contents 2 Executive Summary 3 Issues in the Case 4 Rise of New Competitors 4 Lingering in New Product Development 5 Attracting Only New Youngsters 7 Data Analysis 7 Alternative Data Analysis 11 Recommendations 12 Action and Implementation Plan 13 References 15 Giving Wings to the Red Bull Market Executive Summary Red Bull has become a long-term leader in the energy drinks market. It has achieved a worldwide expansion, being part of the top brands in the sports and energy drinks industry. Moreover, its brand is one of the most recognized in the world. Consumers immediately relate their logo and slogan to extreme sports and other adrenaline-filled activities. Their brand image is powerful and stronger than brands like Nike and Apple. However, the company has been failing in targeting international consumer behaviors. It has been losing consumers due to the rise of competitors, lingering in new product development, and to its specific target market of 16-year-old youngsters. The company is now behind Monsters Energy in the United States and, in the worldwide sports drinks market, behind Gatorade (Pepsi) and PowerAde (Coca-Cola). Moreover, it has been missing large market opportunities such as Latin American countries that have a large consumption of soft drinks. Their approach to consumers needs to change in order to recover their position as the leader energy and sports drinks brand. It is...
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...Introduction to Marketing (MKT333) Case Study #4 Red Bull GmbH is a privately-owned company based in Austria. Red Bull energy drink is based on the Thai energy drink, Krating Daeng (Thai for Red Bull), first produced in Thailand by the T.C. Pharmaceutical Company. The formula became popular as a tonic for blue-collar workers in Thailand. Red Bull Beverage Company Inc. became a subsidiary of the T.C. Pharmaceutical Company in Thailand in 1984 and Red Bull GmbH began marketing Red Bull in Austria in 1987. One millions cans were sold in Austria during the first year of production. The original formula was adjusted for “western” tastes adding sugar and carbonation. Its unique selling proposition was increased stamina and mental concentration relevant to its initial target market of long-distance truck drivers. Red Bull was introduced to the U.S. in 1997 focusing on four western states: California, Oregon, Texas, and Colorado. While the target appeal was initially to athletes, it soon became clear that Red Bull had a special appeal to young, white-collar workers looking for endurance for after-hours “clubbing.” The club scene developed Red Bull as a very popular mixer with vodka. Red Bull has expanded their product line from the original one can, one size, one label, one sticky-sweet liquid energy drink to Red Bull Sugarfree, Total Zero, Energy Shot, and most recently, Red Bull Editions. Red Bull Editions is their line of fruit flavored drinks which include cranberry, lime...
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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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...Assignment 1 Red Bull Female Perspective Focus Group Marketing Research Introduction: For over 26 years, Red Bull has manufactured and sold energy drinks. With over 40 billion cans consumed and sold in over 166 countries, Red Bull is currently the number one energy drink brand consumed worldwide, but as new energy drink companies emerge and the market saturates, it is important to retain a competitive edge. A report conducted by Nielsen on users of energy drinks states that a new heavy user category has been discovered; young mothers (Nielsen, 2013). In the past Red Bull has remained very neutral, appealing to both males and females with gender neutral packaging and directed marketing to the target markets of young males, students and club goers. Recently, direct competitors such as Monster and 5 hour energy have created flavours designed specifically for the female demographic. As an industry leader, it is important to evaluate possibilities, especially if they mean gaining market share. This focus group will explore the potential opportunities that this newly discovered target market may hold. Purpose of study (problem definition): The following study is an attempt to gather insight on the wants and needs of a new target market demographic (young mothers and young female energy drink consumers). Will a new female-oriented beverages be well received and potentially profitable? Specific research objectives and information/data requirements: The Goals of this...
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...CASE STUDY OF RED BULL OVERVIEW Dietrich Mateschitz, an Austrian businessman founded red bull in 1984 in Austria. He introduced the drink in Hungary, its first foreign market, in 1992. Red Bull currently is the leading energy drink across the entire globe and holds 42% of the markets share worldwide .Today Red Bull has annual sales of around 4 billion cans in 160 countries including Austria, Germany, United Kingdom, Brazil, Japan, India and South Korea and USA. Their target market is centered on the youth otherwise known as the ‘Generation Y’. Red Bull started with the Red Bull Energy Drink (a slick silver 250ml can with a European look and feel) and later added three(3) of it functional product that is the Red Bull Sugar free, Red Bull energy shot and Red Bull cola. Big global companies such as Coca Cola and Pepsi has introduced their own energy drink versions to their product base and are strongly competing with the Red Bull brand. MARKETING STRATEGY It was generally acknowledged that Red Bull's success was the product of the company's integrated marketing communication efforts to constantly develop the brand. The information below discusses the marketing strategy adopted by Red Bull in the case. - The company's effective employment of buzz marketing in new markets that target trendy shops, clubs, bars, stores, convenience stores(gym, colleges and supermarket) to create widespread brand recognition - Sponsorship of sporting activities, especially extreme sports including...
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