...* Discussion 1: “ Motivation, Personality, and Emotion.” Students will respond to the following: Discuss how could Maslow’s motive hierarchy be used to develop marketing strategy for the following; pick two (2): a. Redkin shampoo b. Dasani bottle water-Physiological c. Blackberry d. Crest Whitestrips e. Chili’s Bar and Grill f. American Bird Conservancy Give an example of how marketers create need and demand. Discuss the ethical issues that are relevant. Explain your reasoning. Describe how motivational conflict might arise in purchasing, patronizing, or giving to the following; pick two (2): a. Greenpeace b. Pruis c. Wal-mart d. Taco Bell restaurant e. Red Bull energy drink f. Home security system * Week 5 Discussion 2 Discussion 2: “ Consumer Insight 11-1.” Students will respond to the following: Discuss how discounting by consumers is related to marketer’s use of the cognitive attitude change strategy of “shifting importance.”< /span> Give examples of situations where loyal customers might be converted by competing brands. Discuss how this insight is related to the difficulty marketers have when trying to get consumers to stop engaging in behaviors that are dangerous for them, such as the use of illegal drugs. * Imagine yourself as a small-business owner with 10 employees. Create a one (1) paragraph memo explaining the training, evaluation, our compensation, and benefits policy of your company. We are pleased...
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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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...Contents Stakeholders Analysis 2 Customers 2 Competitors 2 Company 2 Red Bull's key internal stakeholders 2 Red Bull's Strengths and Weaknesses 3 Red Bull's brand appearance, personality and reputation 3 Community 3 Marketing Mix 3 Product 4 Price 4 Place 4 Promotion 4 Positioning 5 Bibliography 6 Reference Material 6 Internet Resources 6 Appendix 7 Stakeholders Analysis Customers Athletes – Red Bull is targeted at athletes serious about their sport and personal performance. Red Bull increases athletes performance, concentration and reaction speed. A good example of Red Bulls support of athletes can be seen with the many extreme and high adrenaline events they are sponsoring, such as the F1 Grand Prix, Moto GP, NASCAR, and FIS Ski Championships. Red Bulls support of athletes shows in their slogan of when to drink Red Bull. “Sport is Red Bull’s natural grazing ground. Whenever athletes are in need of wings you can find Red Bull” (Red Bull, 2011) Students – Red Bull is targeted at students looking to gain that additional performance during challenging days in the auditorium. Red Bull increases students’ concentration, improves vigilance, and stimulates metabolism. Students find these qualities appealing and useful when studying hard or playing harder with fellow students and friends. Competitors Red Bull’s main competitors are Monster and Rockstar. All three are market leaders in the energy drinks market, differentiating themselves with taste...
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...Executive summary Introduction In 1984 Mateschitz founded Red Bull. Red Bull Energy Drink was first sold on the Austrian market in 1987. Red Bull reached its first foreign markets in 1989 in Singapore and in 1992 in Hungary. In 2008 Red Bull created its own cola, Red Bull Simply Cola. It created a market segment unlike traditional colas, by using only 100% natural ingredients. In 2009, Red Bull extended its product line with Red Bull Energy Shots. Red Bull headquarters are based in Fuschl am See, near Salzburg Austria. Approximately 4 billion cans of Red Bull are consumed each year; the product is available in 160 countries. Red Bull is the leader of the energy drink market and performs an annual turnover of more than 3 billion Euros. As we will see in this report, polemics, nonconformist, genius marketing are, among others, the ingredients that made Red Bull the star product of Energy Drink Segment in the world. For more than 20 years, Red Bull has managed to establish itself brilliantly in the world, which, despite the widespread economic gloom, has always taken a growing interest for this drink. In this report, we will analyse Red Bull and the environment in which the company evolves, its target and positioning trough marketing tools. It will enable us to understand how Red Bull managed to reach its leader position and to think about some recommendations to further improve its strategy. The Product Red Bull is a lightly carbonated drink that enhances mental and physical...
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...drinks. At this time there is no long-term research to report on in regards to energy drinks. What we do know is that these drinks have a variety of ingredients such as ginseng, amino acids, ginkgo, various vitamins, and high amounts of sugar. However, the primary active energy ingredient is caffeine. At this time, the FDA does not regulate the amounts of caffeine that are in these drinks. They suggest that within a 12-ounce beverage serving the amount of caffeine should be 68 milligrams or less. A report published by the Journal of Analytical Toxicology showed that of ten of the most popular energy drinks had as high as 141 milligrams in one 16-ounce serving. The following 12-ounce energy drinks showed, Monster at 120 milligrams, Red Bull at 116 milligrams, and Amp contained 107 milligrams of caffeine. To give a comparison, look at Coke and Pepsi. They only contain between 34 to 38 milligrams of caffeine. Energy drinks have risen significantly in popularity in the last few years with revenues exceeding $3.5 billion a year and growing. One report states that with the new found popularity there are growing concerns of the possible health effects among children, adolescents, and young adults. It states that 30 to 50 percent of America drinks energy drinks. Of this amount they report that one third...
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...MARKET RESEARCH PROJECT BASED ON: RED BULL BY: COLLEEN CHAKAR INTRODUCTION Red Bull is an energy drink that has had a recent impact on today’s market. However, I believe you already know this because even if you haven’t drank red bull at least once in your life, then you know someone that has. It all started in 1982 when a man named 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 on a visit to 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 by 1987. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Since 1987, Red Bull has found its way around the globe and now around 30 billion cans of Red Bull have been consumed, more than 4.2 billion in 2010. The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria. OBJECTIVE There are two main objectives to focus on with a company such as Red Bull. There is the objective of the product itself, and the objective of the company. The objective of the product itself is to increase the consumer’s performance, increase the reaction speed, improve vigilance, and stimulate metabolism. Overall, the main point of Red Bull is to increase the consumer’s energy and improve...
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...Marketing Management 522 Prof. James Frazee Marketing Plan: Actify - Energizing Chewing Gum By: Sarah Riney, Aneri Modi and Purvi Shah 02.24.2011 EXECUTIVE SUMMARY TABLE OF CONTENTS Product Description/ Situation Analysis 4 Mission Statement 5 SWOT Analysis 6 Target Market 7 Competition 10 Cost of Goods Analysis/Pricing 13 Channels of Distribution 15 Advertising/Promotion Programs 17 Financial Overview 20 References 21-22 PRODUCT DESCRIPTION/SITUATION ANALYSIS How many times in a day have you thought that you need to consume an energy drink? And how many times have you stopped yourself from consuming one because of the crash rate and its harmful effects? We would like to introduce you to our product, “ACTIFY”. ACTIFY is a natural, herbal energizing chewing gum. The chewing gum has a natural taste to it with key ingredients such as peppermint, ginseng, guarana, and, acai berry. The energizing gum lasts up to two and a half hours with zero crash rate. ACTIFY is also a sugar free chewing gum and has zero calories. The chewing gum comes in two flavors: Cinnamon and Winter fresh. We have also, designed the energizing gum in such a way that the package that it comes in is also eco-friendly. Our core product, ACTIFY is the only energizing chewing gum in the market. Our product is designed in a way that it will appeal to different target markets ranging from different...
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...their attractive ads. They use a bull not just for the name; a bull represents something powerful, big, and full of energy. Red means fury, energy, strength power and more. It is also very appealing to the eye, and marketing use this color’s attractiveness as an advantage. All of these ads have a strong use of pathos and ethos, they use stuff and persons with an important well known background, like the Einstein picture, who is famous for his energy theories and they took a good advantage of that, and by adding a little humor they can get more attention. The way they are fighting the war against France is pretty much as trying to make them look more important than France itself, like if France is lost and its dependant from Red Bull. By making war to France, they are getting more fame. All of these pictures contain black and white to make the viewer see the Red Bull drink better than the ad, that way they can know what is first, and then will focus their attention into the picture. Also, they are in black and white because they are telling you how boring everything is without Red Bull, and the drink Red Bull is in its colors blue, red, and silver, meaning that if you drink Red Bull your day will brighten up. In the picture with the old man is lifting into the air with his bicycle, there is other people in the background, and they are still in the ground, they cannot fly, because they don’t have Red Bull. So if you don’t get Red Bull you can’t fly and everyone loves...
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...RED BULL RED BULL LITTLE STORY: Red Bull is an energy drink sold by the Austrian Red Bull Company. It was created in 1987 by the Austrian entrepreneur Dietrich Mateschitz and on market share, Red Bull is the most popular energy drink in the world. Dietrich Mateschitz was inspired by an already existing drink called Krating Daeng which he discovered in Thailand. He took this idea, and to suit the tastes of Westerners, modified the ingredients, and founded Austrian Red Bull. The first marketing plan was to sponsor extreme sports such as mountain biking, snowboarding, while advertising the drink as a performance enhancing energy booster. With the drink gaining popularity in Austria, it was launched in Germany in 1994. The international roll out came in 1997, with expansion to North America, South America and Australia. There are 2 types of energy drinks under Red Bull. One is Red Bull Energy Drink and the other is Red Bull Sugar Free. In addition to the energy drinks, the company offers Red Bull Cola, which is marketed as a strong and natural soda with no phosphoric acid, preservatives or artificial flavors. According to Red Bull's website, all ingredients are synthetically made by pharmaceutical companies to guarantee the highest quality. Red Bull Energy Drink works best when you are experiencing a lack of energy or concentration. It is to be used 30 minutes before a boost of energy or concentration is needed. This is designed to give the drink time to become effective...
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... Afsana Zaman . ID# MD.Niaz Morshed. ID#123051039 Date Of Submission Index Particulars | Page No. | Objective, Methodology, Scope | 3 | Executive Summery | 4 | MNE, Red bull Strategy | 5 | Foreign Direct Investment in Bangladesh | 6 | Key Factors for Red Bull’s Market Strategy in Bangladesh:(Challangeges) | 7-9 | Investment Climate | 10-13 | Reference | 14 | Objective · To Analyze the Global strategy of Red Bulls’s to enter in Bangladesh · To identify the position of Red Bulls’s in the consumers mind relative to its competitors. · To recognize how Red Bulls’s can compete with other brands · Analyze the branding strategy of Red Bulls’s · Identify the legal issue · Analyze the international challenge · To make recommendations, how Red Bulls\s can improve their market position Methodology · In preparing the report most of the data obtained through primary sources. A key informant interview was conducted of secondary data · We find important information regarding global strategy international strategy website and magazines served secondary sources of information. Scope We are going to cover what is the...
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...Yvonne A. Castillo English1301 18 February 2011 The Fame of Energy Drinks As far as I know, Energy drinks have been around forever. They are in other words meant for boosting up your energy and in my opinion the worst sugary drinks I’ve tasted. I see a couple being bought when I take trips to the grocery store. Of course there is always competition though. For example the most popular ones; Monster and Red Bull. These are the most competitive because they share being the same product and their taste yet are different because one’s advertisement is better exposed and the other is tagged more towards men. Monster and Redbull Energy Drinks both share being the same product: therefore making the same effect towards the body. They are meant to boost the energy in a person’s system during extremely lousy or lazy days. All energy drinks are made up mostly of the same ingredients especially sugar……………. Secondly, both Redbull and Monster Energy drinks taste nearly the same, sugary. I’ve come across tasting both of them and man do they taste awful. For a second there I though I was drinking a kool-aid with an enormous amount of sugar. They were nasty. Well, at least for me……………………… Though they share many common factors, Monster Energy Drink is more and better advertised than Redbull Energy Drink. While shopping at the mall I come across many sweaters, hats, t-shirts, etc . with the Monster Energy Drink logo. As a matter of fact, my husband and I bought the exact same...
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...assess the company Red Bull and their energy drink Red Bull Energy Drink, in a manner in which the market/industry, environment, competitors, customers, and the brand were all analysed by using secondary research. A SWOT analysis was also conducted. Through this research and analysing, it was found that Red Bull is the dominating leader in the energy drink market and sells the most units of its product worldwide. However the company does have close competitors in Monster Energy Drink and Rock star Energy Drink. Although Red Bull has massive internal strengths in being leader in the market share and sponsorship of events, it also has weaknesses in lack of innovation and diversity. Their opportunities however, could be to extend the product line or team up with another company such as Smirnoff. The threats present to Red Bull are the unhealthy image associated to it by society and health critics and the rising competitors. Despite all these possible setbacks Red Bull continues to be the number one seller of energy drinks worldwide. Introduction 1.1 Give a general introduction to the assignment The aim of this report is to analyse the product Red Bull Energy Drink produced by the company Red Bull, and apply theoretical concepts to the energy drink product category, including analysing information relevant to the industry, environment, competitors, customers and brand of Red Bull all done through secondary research. 1.2 Describe your product The Red Bull Energy Drink is a...
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...Red Bull Gives You Wings: Red Bull’s promotional efforts are unique in a variety of ways when compared to it’s mainstream competitors. Instead of promoting the quality of Red Bull’s taste, they emphasized the effect it had on the drinker such as “increased performance, concentration, reaction time, speed, vigilance, and emotional status” (428). The company gained brand recognition by giving away free samples from a fleet of “logo-bearing off roaders” operated by young attractive operators and word of mouth (429). The company also agreed not to say anything in response to the rumors that flourished about the product ingredient taurine which was said to be a derivative of bull testicles or even bull semen. Instead of trying to put out the rumors, Red Bull used them to their advantage. It attracted attention and increased customer’s interest. Compared to other products such as Coca Cola and Pepsi, Red Bull never focused its advertising on TV commercials. Instead, the goal was to create an experience around the product. Red Bull founder, Dietrich Mateschitz, wanted the brand to hit young people right in the face in a way that they experienced Red Bull to the fullest. They sponsor and promote sporting events and athletes, and even musical events. They also create original programming on their YouTube channel and even have their own music and entertainment production company. Promoting Red Bull through these unique methods helped Red Bull catch the eyes of consumers and established...
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...sufficient amounts but can also increase the person’s health. In conclusion, many people are exaggerating with the usage of energy drinks without truly understanding what the consequences could be. It is necessary for everyone to know in what ways they can harm the individual and what effects they can cause. Furthermore, people should learn how to avoid them as much as possible. They should also understand that their consumption would surely have life changing effects on their organism in the long run. Indeed, the necessity for energy is desired almost everywhere and by everyone, however there certainly are numerous healthier ways to achieve higher body endurance than trying to stimulate the organism with artificial energy sources such as Red Bulls or Monsters. ...
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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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