...World-Class Bull “When does a so-called smart sales strategy cross the line to become deceitful?” (Humphreys, 2009) Which business risk represents the greatest threat to shareholder value: Natural disasters? Product defects? Piracy? Patent infringement? Lack of ethical boundaries? (Rudin, A. 2010) The World-Class Bull case study explores the ethical boundaries and challenges that a company will face when it is discovered that one of their top salesman, Chris Knox, takes on the challenge to land a big account. Using the CEO’s personal love of livestock the salesman develops a person relationship and eventually closes the sale. Ethical issues arise when the tactics used by the salesman are revealed in an email sent by the VP of sales, Jeremy Silva, celebrating the success of landing the account. This paper explores and describes how to identify risk factors for ethics problems, and how once identified determining steps to mitigate that risk. Employee actions should be conducted with honesty, full disclosure and the upholding of confidentiality. While the actions of Chris Knox in the World-Class Bull Case may be deemed to have crossed the line the mitigation of his actions should have been handled differently. The responsibility of this “could have crossed the line” behavior lies with management, specifically the sales manager and secondarily the organizations lack of proper ethics training. Building relationships and friendships with potential and current customers...
Words: 1512 - Pages: 7
...Red bull promotion Red bull is involved in a lot of sports like motorsports, bike racing, winter sports, skateboarding and surfing. They have their logo on the equipment used for the sport. By generating publicity through the sports is ‘below the line’ promoting they do often not use traditional sponsorship method, they create their own sporting events such as Red Bull X-Fighters and Red Bull Air Race, where the world’s top FMX riders and pilots respectively perform world class flips, turns and tricks in front of tens of thousands of spectators. These events help to establish the brand values. They also begin the AIDA process with the participants and audiences for these events, creating awareness and interest in Red Bull products. Red bull used public relations when they involved Austrian skydiver Felix Baumgartner by sending him 24 miles into the stratosphere over New Mexico, United States, in a helium balloon before free falling in a pressure suit and then parachuting to Earth. Red Bull has not made public how much the stunt - which included funding the equipment, training and support staff – cost, although the balloon that took Baumgartner on his ascent is reported to have cost (£43,600) alone. Red bull used sales promotion as they gave away free cans of red bull they delivered them to 400 student campuses in 55 countries over 6 continents. Red bull use personal selling as they have teams of young women/men to sell their products at their sports events. Red bull...
Words: 312 - Pages: 2
...objectives of Brand activation is to engage the customers emotionally and create trust among them. How Brand Activation of Red Bull is different from other brands? Most of brands generally focus on the advertising their media instead of their content. They spend 5 to 10 times on advertisements to try and promote that stuff which is of least importance to the people. Thus projecting something forcefully to the people generally tends to deteriorate the value of the brand. Red Bull invest in persuasive experiences and focuses more on content. It leads to unique activation of brand in the minds of consumers with their sole participation in those events. Red Bull uncover their content through the combination of different channels like Word of Mouth, Public Relation, & pull media. They invest heavily in content & experience as they feel if they build cool things, people will approach them and talk about the same. Brand Activation Techniques of Red Bull A. Red Bull Air Race – Red Bull Air Race becomes the biggest sport event in Brazilian history. One million people turned out for this event. It was the best racing event organized by Red Bull. (Source: http://www.redbull.com/cs/Satellite/en_INT/Event/Red-Bull-Air-Race-Brazil-021242831766641) The race for 2014 is organized at Abu Dhabi, UAE B. Red Bull Flugtag – Red Bull goes to many cities every year and offers people to participate in their events. Flugtag event is based on human powered flying...
Words: 439 - Pages: 2
...sales of Red Bull? Criteria: Market Penetration , Market Development, Product Development, Diversification. (10) Market Penetration: An increase in sales can be made through new promotions or a wider range of adverts and advertising platforms, that will increase the consumption of Red Bull. With minor changes to their product, for example the taste, different flavours, Red bull will also meeting their consumers need for variety. Although I believe that Red Bull already has a very firm market share, as Red Bull was the highest selling energy drink in the world, with 5.387 billion cans sold in 2013, there is still a lot of competition in the energy drink market, like Monster , Red Bull will also need to look into a rewards program to make sure they keep their loyal customers and to attract new customers to the brand. Expansion to other markets, such as Asia and Japan, which has a high percentage of youth, will also help increase Red Bull sales. Market Development: Red Bull can vary their current product and introduce it into a new market by making their product low cost. Different geographical markets can be targeted locally and abroad, to reposition Red Bull as the drink of choice. A variety of sales channels can be used to target different groups of people, for example instead of selling the product in retail shops , the product can be bought online and shipped/couriered to the buyer. The use of social media platforms can also be beneficial to give Red Bull an advantage...
Words: 3988 - Pages: 16
...Harsh Kumar Lalwani Dr..Sunita Balani P rof.V.P.Sahi (Student Name ) (Faculty Guide Name) (Director ABS) FACULTY CERTIFICATE Forwarded here with a term paper report on “general marketing strategy of red bull” submitted by Harsh Kumar Lalwani Enrollment No.A7004613066, student of B.Com (H) III Semester (2013-2016). This project work is partial fulfilment of the requirement for the degree of B.Com (H) from Amity University Lucknow Campus, Uttar Pradesh. Dr. Sunita Balani Amity University, ABS Lucknow Campus ACKNOWLEDGEMENT I wish to express my sincere gratitude to Prof.V.P.SAHI, Director ABS, Amity University Uttar Pradesh, Lucknow for providing me an opportunity to do my project on“Marketing Stratey of red Bull”. I sincerely thank my faculty guide Dr.. Sunit Balani(ABS), Amity University Uttar Pradesh, Lucknow for the guidance and encouragement in carrying out this term paper. Last but not least I wish to avail myself of this opportunity, express a sense of gratitude and love to my friends and me beloved parents for their manual support, strength, help and for everything. Harsh Kumar Lalwani Table of Content 1. Chapter 1 Introduction * About Red Bull * Company Profile * SWOT Analysis * Strength * Weakness * Opportunity * Threats * Current Situation * Products * Market Share * Financial Postion * Current Strategy * Publicity Stunts * Social media ...
Words: 4751 - Pages: 20
...Red Bull Case Study July 13, 2012 Red Bull was credited with creating the energy 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...
Words: 583 - Pages: 3
...Phase 1Individual Project Elaine Thornton Colorado Technical University HUMN250-1303B-11 World Values and Cultures Professor Bunch August 26, 2013 Culture is one of the most important and basic concepts of sociology. In sociology culture has a specific meaning. The anthropologists believe that the behaviour which is meant is called culture. In other words the behaviour which is transmitted to us by someone is called culture. The ways of living, eating, wearing, singing, dancing and talking are all parts of a culture. In common parlance, the word culture, is understood to mean beautiful, refined or interesting. In sociology we use the word culture to denote acquired behaviour which are shared by and transmitted among the members of the society. In other words, culture is a system of learned behaviour shared by and transmitted among the members of a group. Human behavior is affected both by genetic inheritance and by experience. The ways in which people develop are shaped by social experience and circumstances within the context of their inherited genetic potential. The scientific question is just how experience and hereditary potential interact in producing human behavior. Each person is born into a social and cultural setting—family, community, social class, language, religion—and eventually develops many social connections. The characteristics of a child's social setting affect how he or she learns to think and behave, by means of instruction, rewards and punishment...
Words: 852 - Pages: 4
...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....
Words: 1640 - Pages: 7
...Background of Key Problem The success of Red Bull majorly lies behind their unique marketing strategy which is usually called guerilla marketing, buzz marketing or in simpler words, marketing based completely on Below-the-line activities, word of mouth, endorsements etc. This unconventional marketing has been applied in Pakistan also where instead of executing Above-the-line promotions (which usually work very well in Pakistan and communicate to a larger audience), they have stuck to their unusual styles of marketing and have up till now sustained their position. But whether or not these unconventional strategies can carry on being effective with competitors like Sting and Speed emerging and keeping in mind the behaviors of the Pakistani consumers, is yet to be answered. The difference of Red Bull customers outside Pakistan and Pakistani consumers is vast and hence those extreme sports, club partying do not entirely relate to them. This needs to be addressed any marketing activities should be planned keeping in mind the different nature of the Pakistani consumer who are usually more susceptible to what they see on television, print and radio. The emergence of competitors like Sting and Speed means that Red Bull can now face a problem if they do not start extensive marketing campaign through not just BTL but also ATL methods too, just like its competitors are currently doing. If Red Bull remains in myopia, its downfall may soon be inevitable at the hands of big brands like Sting...
Words: 5577 - Pages: 23
...Kingdom Animalia, Phylum Chordata, Class Reptilia, Order Squamata, Family Colubridae, Genus Pituophis, Species Catenifer. Bull snake is the second-largest snakes in northeastern North America. Approximately bull snake is 90 to 250 cm in length and up to 5 cm in width. This snake is poisons free. This animal is a powerful constrictor. they covering themselves around their prey to kill it. Bull snakes reside in the eastern half of the United States. This is a snake of semiarid and aridlands. The bull snake wanders widely, but is most often spotted in and near clumps of vegetation or along watercourses or crossing roadways near livestock watering tanks. Bull snakes are rather slow moving powerful constrictors that are easily approached in the...
Words: 1098 - Pages: 5
...Title: Pit Bulls Don’t Bite People, Bad Owners Do Speaker: Amelia Auerswald Specific Purpose: To persuade people to my belief that pit bulls are not bad dogs. Thesis Statement: Pit bulls have lived – and died – under the stigma that they are vicious as a breed for decades, when in truth it’s owners who have used them in cruel ways that have given them such a heinous reputation. Introduction Before we get started, I want to tell you a story. This is a picture of my pit bull, Honey. I rescued her several years ago from my ex-husband’s brother, who was abusing her. Despite Honey’s bad youth, she was a sweet dog. When my oldest daughter was a baby, she would lay on the floor with her and let her chew on her ears. But Honey had a bad habit. She would jump the fence into my neighbor’s yard to play with her dog. One day, while I was at work, my neighbor called animal control and claimed that Honey had ripped through the screen in her kitchen door and attacked her. So animal control came to my house, took my dog while I wasn’t home, and put her down. All I received was a notice in the mail a week later, which I had spent looking for my dog. The funny thing is, there was no damage to my neighbor’s door, and she never had a mark on her. She was put down on the word of a cantankerous old woman simply because of her breed. My name is Amelia Auerswald, and today I hope to show you that pit bulls don’t bite people, bad owners do. First, we will look at some myths and facts about the...
Words: 1146 - Pages: 5
...HBR Case Study BY JOHN HUMPHREYS, ZAFAR U. AHMED, AND MILDRED PRYOR World-Class Bull Inspired sales ploy or ethical breach? be kidding me, Sam,” Jeremy sputtered. “Chris brought in the single biggest piece of business we’ve won here in more than two years. He’s our top performer! He broke that logjam with Armadillo! He was absolutely brilliant!” From the window of his 10th-floor office at Specialty Fleet Services, sales vice president Jeremy Silva spied two of the bright yellow repair trucks of Armadillo Gas & Power a block away, flanking a rectangular gash in South Polk near the old Paramount building. Getting Armadillo’s lucrative fleet-management business had been a long, hard slog. Had it not been for the fiendishly clever machinations of sales ninja Christopher Knox (known as “Fort” to his colleagues, because of his golden touch), SFS would still be trying to dent Armadillo’s famously resistant armor. And now, to Jeremy’s amazement, human resources vice president Samantha Williams was informing him that she wanted to reprimand Knox for a breach of the SFS code of ethics. “If ‘brilliant’ is a synonym for ‘devious,’ maybe so,” said Sam, eyebrows raised. Sam was Jeremy’s friend and frequent ally, having helped him push through a reorganization of the sales force, including new incentive and commission structures. But she was also currently the chair of SFS’s ethics review board. “An ethics breach is an ethics breach. As our code states, ‘deceptive...
Words: 2503 - Pages: 11
...Case Study: The Red Bull GmbH Marketing Strategy Prepared For: Prof. Dr. Christian Schuchardt GLOBAL MARKETING STRATEGIES IMBA 2014/15 International Graduate Center (IGC) Hochschule Bremen University of Applied Sciences Prepared By: Bakaa Chkeir Sahil Sabharwal Eric Branson Smith Khandaker Nazmul Alam Table of Content Part – 1: Introduction Part – 2: Red Bull’s General and International Strategic Approach By Sahil 1-2 3-6 Sabharwal 7-10 Part – 3: Red Bull’s Branding & Segmentation Strategy By Eric Branson Smith 11-15 Part – 4: Red Bull’s BCG & ANSOFF MODEL By Bakaa Chkeir By Bakaa Chkeir Part – 5: Market entry and distribution strategy By Khandaker 16-24 Nazmul Alam 25-26 Part – 6: Bibliography PART 1: INTRODUCTION A Brief History of Red Bull from Red Bull Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980's. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market Austria. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Today Red Bull is available in more than 166 countries and around 40 billion cans of Red Bull have been consumed so far. As of the end of 2013, Red Bull employed 9,694 people in 166 countries - compared to the end of 2012 when we had 8,966 employees...
Words: 4492 - Pages: 18
...RED BULL India Assessing market leader challenges RED BULL India Assessing market leader challenges 1. Background In 1984 Red Bull GmBH was co-founded by Dietrich Mateschitz, an Austrian entrepreneur and former marketing director for Blendax, a toothpaste company. After visiting Thailand in 1982 Mateschitz discovered that a drink called Krating Daeng helped cure his jet lag. After some research, he contacted the owner ChaleoYoovidhya, a self-made Thai billionaire who introduced Krating Daeng to the world in 1976 to strike a business deal to sell the drink in Europe. Krating Daeng, which means “Red Bull” in English, was inspired by the tonic drink Lipovitan of Japan, with prime ingredient as Taurine, and was popular among Thai truck drivers and labourers. After agreeing to the terms, Red Bull GmbH was founded by each partner investing $500,000 of savings and taking a stake in the new company. Chaleo and Dietrich each held a 49% share of the new company and gave the remaining 2% to Chaleo's son Chalerm, but it was agreed that Mateschitz would run the company. The product was initially launched in 1987 in Austria as a carbonated version. Today, Red Bull is the most popular energy drink in the world in terms of market share selling over 5.2 Billion cans worldwide in 2012. 2. Red Bull in India The Red Bull brand came to India in 2003 and has been a pioneer in the energy drinks segment in the country. Traditionally, energy drinks have not been very popular in India...
Words: 4293 - Pages: 18
...of marketing those particular functional drinks outside Asia. This was not a new idea, but a variation on the Lucozade theme, another popular energy drink marketed by Smith Kline Beecham. However, Red Bull included other ingredients to achieve a different flavor. (Figure 1: Red Bull Founder- Dietrich Mateschitz) So it was that in 1984, Mateschitz founded the Red Bull GmbH company. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. Red Bull rapidly gained in popularity, giving people wings right from the start. In 1992, Red Bull touched down in its first foreign market, in Hungary. Today, Red Bull is energizing over 100 countries around the globe, such that many superstores have copied the idea with their own brand products, which invariably are inferior in one aspect or another.Red Bull, who is originally from Austria where it is still produced, distributed their energy drink in over twenty countries. Countries like USA, New Zealand, South Africa, Eastern and Western Europe. Today, the slinky 8-3-OZ can has completed its invasion into nearly every cold box in the United States. (Ohio, Tennessee and the Dakotas are among the few states without it.) In less than three years, Red Bull singlehandedly established and then lifted the booming energy drink category from a base of $12 million in (wholesale) dollar sales to $42 million in 1998 and $75 million in 1999, per Beverage Marketing Corp...
Words: 6854 - Pages: 28
