... 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 i. The objective Red Bull didn’t communicate any formal objectives of the Stratos mission therefore, even for the scholastic purpose of the case analysis those are unknown and may only be assumed. Being a marketing...
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...Marketing Plan Submission Spring 2015 Stratos 1. About _________________________________________________________________________ 1.1 Nidar _______________________________________________________________________ 1.2 Stratos ______________________________________________________________________ 1.3 Summary ____________________________________________________________________ 2. Contextual Environment __________________________________________________________ 2.1 Politics ______________________________________________________________________ 2.2 Economics ___________________________________________________________________ 2.3 Social _______________________________________________________________________ 2.4 Technological ________________________________________________________________ 3. Identification of segments _________________________________________________________ 3.1 Geographic segmentation _______________________________________________________ 3.2 Demographic segmentation _____________________________________________________ 3.4 Consumer behaviour ___________________________________________________________ 3.5 Positioning ___________________________________________________________________ 4. Competitive analysis _____________________________________________________________ 4.1 Potential founders _____________________________________________________________ 4.2 Buyers ______________________________________________________________________ 1 2 2 3 3 3 4 4 4 5 5 5 5 6 7 7...
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...that day. Maybe it was a canvassing politician. Maybe it was one of those crazy religious people. Maybe- “Hello. Is this the Stratos household?” Two men in green jackets and hats that had an assortment of medals and badges stood in front of her. One was significantly taller than the other. Oh, God. It’s the Secret Service. What did I do? Cassandra’s thirteen-year-old brain thought immediately. Thankfully, she didn't say that aloud. “Um… I’ll go get my parents. Be right back.” She shut the door, but quickly realized her mistake and opened it again with an apologetic smile....
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...Tungurahua Tungurahua is a strato volcano located in Ecuador. This volcano is caused by subduction, as the Nazca pate slides below the South American plate. It is one of South America’s most active volcanoes, as of today. A strato volcano is a majestic volcano. It does not erupt often and when it erupts it has very high silica levels. Tungurhua has disproved the concept that strato volcanoes do not erupt often. Their lava flows are very thick and slow. Ever since the volcano started erupting more frequently in 1999 the ice cap of the volcano melted away. Tungurahua reaches a height of 5016 meters, and it is some 25 kilometers from Ambato. Ambato is Ecuador’s fourth largest city, and it is the beautiful city my mother is from. Every time I visit Ecuador I can see the volcano clearly from the porch of my house. The eruptions from the volcano have caused terrible damage to the cities that surround the volcano. One major city that has been the most damaged is Banos. Banos is one of the most popular tourist attractions that Ecuador has. Its natural beauties and beautiful climate are some things that make the city very attractive. Sadly, Banos is located vey close to the active volcano of Tungurahua. The volcano has been erupting every two years or so ever since 1999. When Tungurahua erupts, Banos is the city that mostly everyone has to evacuate from because it is so close to the volcano. The explosion the volcano creates is so loud and there are avalanches of molten rock being...
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...Marcus Brutus, early June 85 BC- 23 October 42 BC, he was a politician of Roman Republic. He committed suicide after the second battle on October 23 at Philippi. He was 43. After losing in the Civil War against Antony and Octavius, Brutus recalled the dream about the call of Caesar’s ghost and he said, “And this last night here in Philippi field, I know my hour is come.” Therefore, he asked Strato to kill him, but Strato refused to kill Brutus. However, Strato held the sword for Brutus to run toward the sword. He knew that he would become a prisoner if he got caught back to Rome, therefore, he rather die with honor than being taken as a prisoner and being executive in front of the Roman. Brutus’s fault led to his death because he underestimated...
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...Vic Camp Natural Disasters Study Guide — Extinctions, Impacts, and Volcano science What are tektites? * Natural glass rocks formed by impact of small meteorites on Earth’s surfaceWhat is Iridium? * Rare element in Earth’s crust, but high concentrations of some meteoritesWhat is shocked quartz? * Could only be produced with a strong impact on Earth; found commonly in relation to known meteorite impact sitesIn what way are tektites, Iridium, and shocked quartz related to the K/T extinction event? * In what way are the Deccan and Siberian flood basalt provinces related to mass extinction events? * Which of these is related to the Permian extinction (the greatest mass extinction event of all time)? * Siberian Flood basalt: Permian extinction (95% died). . . which is related to the K/T extinction? * Deccan Flood basalt: K.T. extinction (70% died)What is the anti-podal hypothesis? * The idea that pairs of opposite hot spots may result from the impact of a large meteorWhat geologic time unit (Eon, Era, Period, Epoch) represents the greatest expanse of geologic time? * Eon (An indefinitely long period of time)What is the Era of Ancient Life called? * Paleozoic Era (Age of invertebrates) - 543 m.y.a. . . . the Era of Middle Life? * Mesozoic Era (Age of dinosaurs) - 251 m.y.a.. . . the Era of Recent Life? * Cenozoic Era (Age of mammals) - 65 m.y.a.. . . the age of the Dinosaurs? * Era of Middle Life. . . the age of Mammals? * Era of Recent LifeKnow...
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...founded in 1984 and has been progressively growing as a giant in energydrink business ever since. Currently it is capturing 43% of the entire Energydrink business in US and 70-75% globally. RedBull company is also known for its sponsorship of a range of sporting events and teams. In 2014, a total of 5.612 billion cans were sold in over 167 countries. 10,410 employees generated €5.11 billion in revenue.The company is known for its ridiculous sponsoring of extreme sport events including cliff diving, BMX, skiing, flying, downhill and free-ride mountain biking and skateboarding .RedBull is known for its “RedBull Stratos” project for which it sponsored €50 million for a skydiver Felix Baumgartner to perform a ‘supersonic free fall’.RedBull has been assosciated with F1 racing since 20 years and currently owns 2 F1 teams ‘Red Bull Racing’ and ‘Scuderia Toro Rosso’ .In the past decade RedBull was expected to have spent $1.2 billion on these F1 teams .RedBull owns 5 Football clubs ‘FC Red Bull Salzburg, New York Red Bulls, Red Bull Brasil, RB Leipzig and Red Bull Ghana’. These are just to name a few of the events and teams sponsored by RedBull. Analysis: The space jump featured Felix Baumgartner making a freefall jump from 24 miles above the earth gave Red Bull roughly 8 million eyeballs watching...
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...For my Cultural Excursion I went to Stratos Greek Taverna. It is an authentic Greek restaurant, ran by a Greek family, in Dallas. It had classic Greek foods and Greek entertainment, such as belly dancers and group dances in which the customers could also join in on the Greek dance. There, they played Greek music that set the mood for the belly dancers to dance with. The music had no lyrics, which I found it quite interesting to have no singer, it was entirely instrumental. There were elements of instruments I had never heard of before. The music was high pitched, quick paced and uplifting. While I was there, I ate a large platter that sampled all the Greek foods available at the restaurant while I watched the performances from the belly dancers. Most of the food contained carbohydrates; there were lots of different pastas and casseroles layered with meat. Despite the vast quantity of carb packed foods, there were also many vegetables and plant-based foods to compensate such as Dolmathakia, my favorite out of all the food, which are stuffed grape leaves....
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...Composite volcanoes, also called strato volcanoes, are formed by alternating layers of lava and rock fragments. This is the reason they are called composite. Strato-volcanoes often form impressive, snow-capped peaks which are often exceeding 2500m in height, 1000sq.km in surface, and 400km3 in volume. Between eruptions they are often so quiet they seem extinct. To witness the start of a great eruption requires luck or very careful surveillance. Composite volcanoes usually erupt in an explosive way. This is usually caused by viscous magma. When very viscous magma rises to the surface, it usually clogs the craterpipe, and gas in the craterpipe gets locked up. Therefore, the pressure will increase resulting in an explosive eruption. Although strato-volcanoes are usually large and conical, we can distinguish different shapes of them: concave (like Agua), pyramidal (like Stromboli), convex-concave (like Vesuvius), helmet-shaped (like Mount Rainier), collapse caldera (like Graciosa), nested (like El Piton in Teide), multiple summits (like Shasta), elongated along a fissure (like Hekla). Strato-volcanoes are constructed along subduction zones. Examples of composite volcanoes include Mount Hood, Mount Rainier, Mount Shield volcanoes are huge in size. They are built by many layers of runny lava flows. Lava spills out of a central vent or group of vents. A broad shaped, gently sloping cone is formed. This is caused by the very fluid, basaltic lava which can't be piled...
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...Can the Market Add and Subtract? Mispricing in Tech Stock Carve-outs Owen A. Lamont and Richard H. Thaler University of Chicago and National Bureau of Economic Research Recent equity carve-outs in U.S. technology stocks appear to violate a basic premise of financial theory: identical assets have identical prices. In our 1998–2000 sample, holders of a share of company A are expected to receive x shares of company B, but the price of A is less than x times the price of B. A prominent example involves 3Com and Palm. Arbitrage does not eliminate this blatant mispricing due to short-sale constraints, so that B is overpriced but expensive or impossible to sell short. Evidence from options prices shows that shorting costs are extremely high, eliminating exploitable arbitrage opportunities. I. Introduction There are two important implications of the efficient market hypothesis. The first is that it is not easy to earn excess returns. The second is that prices are “correct” in the sense that prices reflect fundamental value. This latter implication is, in many ways, more important than the first. Do asset markets offer rational signals to the economy about where to We thank John Cochrane, Douglas Diamond, Merle Erickson, Lou Harrison, J. B. Heaton, Ravi Jagannathan, Arvind Krishnamurthy, Mark Mitchell, Todd Pulvino, Tuomo Vuolteenaho, an anonymous referee, and seminar participants at the American Finance Association, Harvard Business School, the National Bureau of Economic...
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...Executive summary Red Bull GmbH is a popular energy drink that has sold up 5.387 billion cans as of 2015. Red Bull GmbH has the title of highest selling energy in the world in terms of market share. The iconic slogan “Red Bull GmbH gives you wings” is Red Bull GmbHs calling card, and all advertising is essentially connected through that slogan or graphic. A Forbes business article titled “the wind behind Red Bull GmbH’s wing” defines and explains Red Bull GmbH’s brand growth as “...A reflection of Red Bull GmbH’s freewheeling corporate culture that has enabled the company to build an enviable product performance... years fine-tuning its marketing and communications strategy.” This explanation in the article is true, to which modern global corporations aim to apply frameworks or models to help them succeed and better themselves from the competition. The background summary is a brief explanation and overall introduction of Red Bull GmbH. The Theoretical analysis identifies and describes the sources of Red Bull GmbH’s brand equity. The theoretical analysis II integrates and analyses’ the Red Bull GmbH’s marketing program in terms of how it contributes to the brand’s equity. It identifies any alternatives, or issues that might arise through the contribution of various factors. The theoretical analysis III, allows for the evaluation of Red Bull GmbH’s move into herbal teas, fast-food and magazines. It also, requires the critical evaluation of whether it makes sense for the company...
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...M560 Marketing Excellence – Red Bull November 5, 2013 1. What are Red Bull’s greatest strengths and risks as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? Although Red Bull is a fairly young brand, it is currently the worldwide market leader in energy drinks. Originally conceived in 1982, the drink was founded in Austria in 1987 and then went international in 1992 with its introduction into Hungary (“Red Bull SWOT Analysis”). Today, Red Bull sells more than 4 billion cans of energy drinks each year in more than 160 countries (Kotler & Keller, 2012). Red Bull’s success over the past ~20 years can be attributed to the company’s ability to highlight its strengths and minimize its weakness. Understanding these strengths and weaknesses are important for Red Bull to maintain its current position as the market leader. In addition to being the current market leader, Red Bull’s strengths include its marketing strategy and its alliances with distributors. Red Bull’s marketing strategy is vastly different from other companies in the beverage industry. Rather than employing traditional marketing techniques, Red Bull has adopted “anti-branding” and “anti-marketing” strategies. They have used no print, billboards, banner ads, or Super Bowl spots, and minimal television ads. Instead they focus on viral marketing based on word of mouth and a “seeding program” focused on getting Red Bull products into trendy shops,...
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...Red Bull The reason that Red bull has been successful with their brand is because they had a great marketing strategy. Also with Red Bull they have used no print, billboards, banner ads, or Super Bowl spots, and minimal television ads. Instead they focus on viral marketing based on word of mouth and a “seeding program” focused on getting Red Bull products into trendy shops, clubs, and bars (Kotler & Keller, 2012). Also with Red Bull they also went to bars to sell their product because they knew the people were open to try new drinks in a bar. When it comes down to the strength of Red Bull they have a lot of them. Some of them are that they can be found everywhere like bars and restaurants. Also they made the drink for everyone and different types of people. Red Bull users are party goers, students and so on. Red Bull had the idea to connect with the younger consumers and it has made the company very successful than some of their competitors. Red Bull is one of the most powerful global brands in the U.S. and probably nationwide. During the past 15 years, the drink Red Bull has been copied by more than100 competitors but such companies as Coco Cola and Anheuser- Busch have been unable to take market share away from Red Bull. As the company Red Bull grew they added three more additional products and they are Red Bull Sugar free, Red Bull Energy Shots and Red Bull Cola. So with Red Bull coming out with all of these different types that are basically competing with other...
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...What is Strategic Thinking? “It is a blue-print to create, formalize, plan and execute a vision for the future by managing the present and learning from the past.” Strategy come from two Greek words : ‘stratos’ – army & ‘ago’ – leading/guiding/moving to, referring to a military commander. A strategy is typically an idea, a style of thinking, which sets a course of action that promises a winning future position. Systematically using all the available resources to achieve success is termed as ‘Strategic’. Any thinking in line with the goal or mission to achieve ‘that’ success is called ‘Strategic thinking’ Other sources have quoted it little differently. • “Formulates effective strategies consistent with the business and competitive strategy of the organization in a global economy. Examines policy issues and strategic planning with a long term perspective. Determines objectives and sets priorities. Anticipates potential threats or opportunities.”1 • “Strategic Thinking is a broader and more innovative way of thinking on a daily basis about the overall goals of your job, team, and organization. It is longer-term oriented with a more systemic and holistic view of your environment.”2 • “Strategic thinking is defined as the generation and application of business insights on a continual basis to achieve competitive advantage.”3 • “Strategic thinking involves thinking and acting within a certain set of assumptions and potential action alternatives as well as challenging existing...
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...The play, Julius Caesar, begins with Tribunes, Marullus and Flavius scolding the Roman people who blindly worship Caesar. Their dialog discusses their great fears that Caesar is growing too powerful and must be stopped. Later, Caesar leads a procession through the streets of Rome. A soothsayer tells Caesar to beware of the ides of March, warning he will die on this day. Caesar ignores the telling. Cassius begins to recruit Brutus, a friend of Caesar's, to help assassinate Caesar, but Brutus becomes suspicious of his motives. Casca, another conspirator, tells Brutus of the information suggesting Cassius' fears may be real. To help ensure Brutus joins in the conspiracy, Cassius has Cinna place some forged letters in places to where Brutus will find them. Brutus is unable to sleep, and reveals his fears of Caesar. He discovers the letters and joins the conspiracy, helping plan the assassination, but argues against having Mark Antony murdered as well. Calphurnia, one of Caesar's wives, tells Caesar her dream foretells doom, convincing him to not go to the Senate tomorrow, which is the ides of March. Decius Brutus, hears of Caesar's plans to not go to the Senate and convinces him to go to not look weak. Artemidorus and the soothsayer try to warn Caesar of Brutus, but fail. While at the Senate, the conspirators kill Caesar, leaving Mark Antony to flew, but ask to speak at the funeral. Cassius thinks it is dangerous, but Brutus tells Antony to speak. Brutus and Cassius gain support...
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