The document discusses developing a new energy drink brand to compete with Red Bull by positioning it as a natural and healthier alternative focused on revitalization without excessive caffeine, exploring target markets of busy professionals and athletes as well as growth strategies like establishing cult status through word-of-mouth and expedition sponsorships.
The document summarizes key topics from the Retail Annual Conference focused on international retail. It discusses the global economy recovering from the recession, with emerging markets leading consumer spending growth. It also outlines trends in the retail industry, including the rise of e-commerce and m-commerce, international expansion, and retailers adapting to empowered consumers.
Red Bull Special Edition Advertising Campaign Austin Nowell
This document provides background information on Red Bull, the energy drink company. It discusses Red Bull's founding in the 1980s in Austria and its growth to being available in over 169 countries. Statistics on Red Bull's sales, employees, and market expansion are presented. The document also includes a SWOT analysis of Red Bull, outlines of its marketing objectives and strategies, descriptions of its target markets and events/activities, and budgets for its marketing campaign.
Change matters how_to_open_a_new_market_space__2012Andrea Simon
This document discusses strategies for creating new market spaces, or "blue oceans", through innovation. It provides examples of companies that successfully opened blue oceans, such as Andre Rieu creating a new market for classical music and Barefoot Wine opening a new market for casual wine drinkers. The document outlines the blue ocean strategy process, which involves visualizing your current market position, exploring new opportunities through the eyes of non-customers, and creating a new strategic canvas focused on uncontested market space rather than competition. It emphasizes the importance of seeing, feeling and thinking differently to invent new market opportunities rather than compete head-to-head in existing red oceans.
This document provides an overview of wine promotions in South Africa. It discusses:
1) The size of the South African beverage market in 2012, with alcohol accounting for 26.7% of the market.
2) Trends in the beverage market including continued promotional activities and influence of health and wellness.
3) Various promotion options available to the wine industry, including print media, in-store promotions, tasting events, and sponsorship.
4) Growth in the number of liquor store outlets from major retailers from 2005 to 2012.
5) Analysis of wine print promotional tracking, media tracking, and shelf performance factors to evaluate promotional effectiveness.
Overview of redbull marketing strategy and communication mixKushal Shah
The document discusses Red Bull's marketing strategy. It targets millennials interested in extreme sports through word-of-mouth marketing, sponsoring extreme sports events, social media with over 42.7 million likes, and endorsements from athletes. Red Bull's strengths include its iconic brand status and loyal fan base developed through digital marketing and sponsorships. However, its niche focus on active youth leaves room to address the larger mass market through more traditional advertising.
The document discusses developing a new energy drink brand to compete with Red Bull by positioning it as a natural and healthier alternative focused on revitalization without excessive caffeine, exploring target markets of busy professionals and athletes as well as growth strategies like establishing cult status through word-of-mouth and expedition sponsorships.
The document summarizes key topics from the Retail Annual Conference focused on international retail. It discusses the global economy recovering from the recession, with emerging markets leading consumer spending growth. It also outlines trends in the retail industry, including the rise of e-commerce and m-commerce, international expansion, and retailers adapting to empowered consumers.
Red Bull Special Edition Advertising Campaign Austin Nowell
This document provides background information on Red Bull, the energy drink company. It discusses Red Bull's founding in the 1980s in Austria and its growth to being available in over 169 countries. Statistics on Red Bull's sales, employees, and market expansion are presented. The document also includes a SWOT analysis of Red Bull, outlines of its marketing objectives and strategies, descriptions of its target markets and events/activities, and budgets for its marketing campaign.
Change matters how_to_open_a_new_market_space__2012Andrea Simon
This document discusses strategies for creating new market spaces, or "blue oceans", through innovation. It provides examples of companies that successfully opened blue oceans, such as Andre Rieu creating a new market for classical music and Barefoot Wine opening a new market for casual wine drinkers. The document outlines the blue ocean strategy process, which involves visualizing your current market position, exploring new opportunities through the eyes of non-customers, and creating a new strategic canvas focused on uncontested market space rather than competition. It emphasizes the importance of seeing, feeling and thinking differently to invent new market opportunities rather than compete head-to-head in existing red oceans.
This document provides an overview of wine promotions in South Africa. It discusses:
1) The size of the South African beverage market in 2012, with alcohol accounting for 26.7% of the market.
2) Trends in the beverage market including continued promotional activities and influence of health and wellness.
3) Various promotion options available to the wine industry, including print media, in-store promotions, tasting events, and sponsorship.
4) Growth in the number of liquor store outlets from major retailers from 2005 to 2012.
5) Analysis of wine print promotional tracking, media tracking, and shelf performance factors to evaluate promotional effectiveness.
Overview of redbull marketing strategy and communication mixKushal Shah
The document discusses Red Bull's marketing strategy. It targets millennials interested in extreme sports through word-of-mouth marketing, sponsoring extreme sports events, social media with over 42.7 million likes, and endorsements from athletes. Red Bull's strengths include its iconic brand status and loyal fan base developed through digital marketing and sponsorships. However, its niche focus on active youth leaves room to address the larger mass market through more traditional advertising.
Zaproszenie na pierwsze spotkanie Klubu Psychologa Dziecięcego.
16 marca 2013 r., godz. 18.00
ul. Andersa 29
kawiarnia PAŃSTWOMIASTO
Organizatorzy:
Koło Naukowe Wspierania Osób z Autyzmem "ADIUTARE"
Stowarzyszenie Innowacji Społecznych "Ukryty Potencjał"
Patron:
Wydział Psychologii Uniwersytetu Warszawskiego
Este documento presenta conceptos fundamentales de fonología lingüística. Explica que la fonología estudia los elementos fonéticos de una lengua desde una perspectiva funcional. Define los segmentos fonológicos como los fonemas y rasgos distintivos, y los suprasegmentos como el acento y la entonación. También describe las características de los segmentos como su distribución y combinación, así como las relaciones entre los alófonos de los fonemas.
Este documento describe los conceptos de acento y entonación en español. Explica que el acento destaca una sílaba dentro de la unidad acentual y que puede recaer en diferentes posiciones. También distingue palabras átonas de tónicas y describe los esquemas acentuales comunes en español. Finalmente, define la entonación como la curva melódica de un enunciado hablado.
iWowWe Products
iWowWe is the world leader in video communication solutions at the office, in your home office, or on the road.
Work From Anywhere, Help Others Do the Same, and Achieve Your Dreams!
iWowWe: Dedicated to helping the world live a richer, more fulfilling life! http://johnandping.iwowwe.com/product.html
DDG
info@ddg-usa.com
410 962 0505 main
DDG_design twitter
DDG.Traveller facebook
www.ddg-usa.com
3700 O’Donnell Street
Baltimore, Maryland
21224 USA
DDG is an internationally renowned planning, architecture, graphics and design company unique in its ability to deliver dynamic, extraordinary solutions to place-making in cities, towns and suburbs all over the world. With a strong history of providing superior expertise in many successful commercial endeavors - notably Istinye Park in Istanbul, Turkey, the award-winning themed movie destinations of Muvico Theaters and the ICSC award-winning Easton Town Center near Columbus, Ohio - the firm’s successful track record is reinforced time and again with numerous awards received for designs that work in the real world. DDG will formulate the highest and best use for property, utilizing of our strongest asset: creative design.
DDG’s vast portfolio includes exciting new retail and entertainment concepts, first-class hotel, leisure, and resort facilities, unique office and residential designs, town/leisure centers and large mixed-use destinations offering a wide range of elements and activities. A host of prestigious domestic and international clients seek DDG’s multi-disciplinary professional services for themed environments, entertainment/retail, regional planning, waterfront development, urban and suburban revitalization, specialty center development, and creative concept generation for land use and project feasibility.
DDG’s multilingual teams create projects from the firm’s Baltimore, Maryland (USA) headquarters, offering extensive experience in virtually every aspect of development. Fluent in over 25 languages, the company’s design specialists command diverse resources to create destinations harmoniously integrated with their surroundings and culturally attuned to the lifestyles of their clients and customers.
DDG’s novel ability to integrate multiple disciplines has found dramatic expression in celebrated hubs of activity everywhere - truly memorable places where ideas and commerce, dreams and lifestyles converge in new and sensational ways.
Cuestionario previo sobre los textos descriptivosCristina Valdera
Este documento presenta un cuestionario previo sobre los textos descriptivos. Consiste en 5 preguntas sobre la definición de descripción, el propósito de los textos descriptivos y los tipos de textos descriptivos conocidos. También incluye 5 afirmaciones sobre la descripción para que el estudiante indique si son verdaderas o falsas, justificando sus respuestas. El cuestionario busca evaluar los conocimientos previos del estudiante sobre la descripción y los textos descriptivos antes de comenzar una unidad sobre este tema.
In today's market, it takes much more than a quality product to retain a customer's business. Manufacturers need to understand the customer journey and look for opportunities to provide value at each stage by delivering brand experiences. By doing so, they can differentiate themselves from the competitors and become a trusted resource to the industry. Internally, this give employees an additional sense of purpose and inclusion in the overall corporate mission and brand purpose.
BTAS is an award-winning, woman-owned small business with over 140 employees nationwide. They provide acquisition management, IT, engineering, and program management services to federal agencies including DoD, NASA, and DOE. BTAS has a proven track record of over 15 years on large-scale federal programs, with excellent performance reviews and financial stability. They offer experienced professionals, quality processes, and technical expertise to support customers' mission needs.
Earlier this year, researchers behind a study in Archives of Neurology say they had a found a link between “brain-stimulating activities” and levels of protein thought to cause Alzheimer’s disease. Showcased in the presentation are the results of two previous studies that seem to indicate an increase in cognitive processing as well. The following presentation walks the learner through a better understanding of the physical systems in the brain that are most affected by learning. Associated with each system is a glimpse of the games that were developed by educational game developers to stimulate brain activity. Towards the end of the presentation, there is a surprise twist! It turns out that there may be a more effective and even simpler way to increase cognitive processing. Can you guess what it is?
For fun, try out a few games for yourself at: http://www.lumosity.com/
You can also visit my learning blog at: http://arupert.wordpress.com/2012/05/18/561/
Archives of Neurology reference:
http://abcnews.go.com/blogs/health/2012/01/23/brain-games-may-help-thwart-alzheimers-study/
Red Bull controls 70% of the worldwide energy drink market through innovative marketing strategies focused on sponsoring extreme sports and selling a lifestyle rather than just a drink. While Red Bull has found success targeting males aged 18-35, opportunities exist to expand into new customer segments such as females and older age groups through product extensions and promoting the perceived health benefits of the drink. The document analyzes Red Bull's financial performance and marketing strategies and provides recommendations to maintain market leadership by capitalizing on emerging trends and entering new markets.
RC Cola aims to relaunch in Pakistan by capturing 10% of the market share within a year and 20% by 2013. A situational analysis found strong competitors like Pepsi and Coca Cola, minimal past advertising, and a thin bottle shape contributed to RC Cola's prior failure in Pakistan. The relaunch will target youth and offer regular, diet, and cherry flavors in various bottle sizes priced competitively. An integrated promotion strategy using newspapers, TV, billboards, radio, and online ads aims to increase brand awareness and trials to help RC Cola reclaim its lost value in Pakistan.
The document outlines the business plan for Krave Jerky, a startup looking to disrupt the meat snacks market. Key points include developing a premium jerky product with fewer preservatives and a modern brand image. Market research found demand among health-conscious consumers. Distribution will initially focus on specialty stores and supermarkets, with a launch at Safeway. The founders aim to achieve $7 million in sales by 2012 through new distribution channels and marketing efforts.
My name is Kellene Okonkwo and I work for Ekulo Distribution USA in Fontana California. I currently work as the sales and merchandising manager at this location. I have just been awarded a new project and position as International Business Development Manager for the United States head office in Fontana, California. We have contacts with NAFDAC to aid foreign companies in importing products into West Africa.
The document summarizes the cola wars between Coca-Cola and Pepsi from 1993 to 2000 and beyond. It shows that while Coca-Cola had a larger market share and higher sales in 1993, Pepsi was gaining ground through innovative marketing campaigns targeting youth. By 2000, Pepsi had narrowed the gap, with costs and profits becoming more similar between the two companies. The document also analyzes the companies' strategies, financials, and issues using tools like SWOT analysis and Porter's five forces.
Red Bull targets millennials who enjoy extreme sports. They sponsor daring stunts globally to back their slogan "Red Bull gives you wings" and maintain the top market share. By livestreaming risky feats for millions to watch, Red Bull keeps consumers engaged throughout each event to reinforce the brand's adventurous personality.
The document provides information about a case study on Coca-Cola including objectives, company overview, vision, mission, values, external environment analysis, industry analysis, company analysis, strategies, competitors, and strategic formulation. It discusses Coca-Cola's history, products, financials, growth strategies, and comparison to competitor Pepsi. The document analyzes Coca-Cola's strengths, weaknesses, opportunities, threats and positions products in the BCG matrix.
Zaproszenie na pierwsze spotkanie Klubu Psychologa Dziecięcego.
16 marca 2013 r., godz. 18.00
ul. Andersa 29
kawiarnia PAŃSTWOMIASTO
Organizatorzy:
Koło Naukowe Wspierania Osób z Autyzmem "ADIUTARE"
Stowarzyszenie Innowacji Społecznych "Ukryty Potencjał"
Patron:
Wydział Psychologii Uniwersytetu Warszawskiego
Este documento presenta conceptos fundamentales de fonología lingüística. Explica que la fonología estudia los elementos fonéticos de una lengua desde una perspectiva funcional. Define los segmentos fonológicos como los fonemas y rasgos distintivos, y los suprasegmentos como el acento y la entonación. También describe las características de los segmentos como su distribución y combinación, así como las relaciones entre los alófonos de los fonemas.
Este documento describe los conceptos de acento y entonación en español. Explica que el acento destaca una sílaba dentro de la unidad acentual y que puede recaer en diferentes posiciones. También distingue palabras átonas de tónicas y describe los esquemas acentuales comunes en español. Finalmente, define la entonación como la curva melódica de un enunciado hablado.
iWowWe Products
iWowWe is the world leader in video communication solutions at the office, in your home office, or on the road.
Work From Anywhere, Help Others Do the Same, and Achieve Your Dreams!
iWowWe: Dedicated to helping the world live a richer, more fulfilling life! http://johnandping.iwowwe.com/product.html
DDG
info@ddg-usa.com
410 962 0505 main
DDG_design twitter
DDG.Traveller facebook
www.ddg-usa.com
3700 O’Donnell Street
Baltimore, Maryland
21224 USA
DDG is an internationally renowned planning, architecture, graphics and design company unique in its ability to deliver dynamic, extraordinary solutions to place-making in cities, towns and suburbs all over the world. With a strong history of providing superior expertise in many successful commercial endeavors - notably Istinye Park in Istanbul, Turkey, the award-winning themed movie destinations of Muvico Theaters and the ICSC award-winning Easton Town Center near Columbus, Ohio - the firm’s successful track record is reinforced time and again with numerous awards received for designs that work in the real world. DDG will formulate the highest and best use for property, utilizing of our strongest asset: creative design.
DDG’s vast portfolio includes exciting new retail and entertainment concepts, first-class hotel, leisure, and resort facilities, unique office and residential designs, town/leisure centers and large mixed-use destinations offering a wide range of elements and activities. A host of prestigious domestic and international clients seek DDG’s multi-disciplinary professional services for themed environments, entertainment/retail, regional planning, waterfront development, urban and suburban revitalization, specialty center development, and creative concept generation for land use and project feasibility.
DDG’s multilingual teams create projects from the firm’s Baltimore, Maryland (USA) headquarters, offering extensive experience in virtually every aspect of development. Fluent in over 25 languages, the company’s design specialists command diverse resources to create destinations harmoniously integrated with their surroundings and culturally attuned to the lifestyles of their clients and customers.
DDG’s novel ability to integrate multiple disciplines has found dramatic expression in celebrated hubs of activity everywhere - truly memorable places where ideas and commerce, dreams and lifestyles converge in new and sensational ways.
Cuestionario previo sobre los textos descriptivosCristina Valdera
Este documento presenta un cuestionario previo sobre los textos descriptivos. Consiste en 5 preguntas sobre la definición de descripción, el propósito de los textos descriptivos y los tipos de textos descriptivos conocidos. También incluye 5 afirmaciones sobre la descripción para que el estudiante indique si son verdaderas o falsas, justificando sus respuestas. El cuestionario busca evaluar los conocimientos previos del estudiante sobre la descripción y los textos descriptivos antes de comenzar una unidad sobre este tema.
In today's market, it takes much more than a quality product to retain a customer's business. Manufacturers need to understand the customer journey and look for opportunities to provide value at each stage by delivering brand experiences. By doing so, they can differentiate themselves from the competitors and become a trusted resource to the industry. Internally, this give employees an additional sense of purpose and inclusion in the overall corporate mission and brand purpose.
BTAS is an award-winning, woman-owned small business with over 140 employees nationwide. They provide acquisition management, IT, engineering, and program management services to federal agencies including DoD, NASA, and DOE. BTAS has a proven track record of over 15 years on large-scale federal programs, with excellent performance reviews and financial stability. They offer experienced professionals, quality processes, and technical expertise to support customers' mission needs.
Earlier this year, researchers behind a study in Archives of Neurology say they had a found a link between “brain-stimulating activities” and levels of protein thought to cause Alzheimer’s disease. Showcased in the presentation are the results of two previous studies that seem to indicate an increase in cognitive processing as well. The following presentation walks the learner through a better understanding of the physical systems in the brain that are most affected by learning. Associated with each system is a glimpse of the games that were developed by educational game developers to stimulate brain activity. Towards the end of the presentation, there is a surprise twist! It turns out that there may be a more effective and even simpler way to increase cognitive processing. Can you guess what it is?
For fun, try out a few games for yourself at: http://www.lumosity.com/
You can also visit my learning blog at: http://arupert.wordpress.com/2012/05/18/561/
Archives of Neurology reference:
http://abcnews.go.com/blogs/health/2012/01/23/brain-games-may-help-thwart-alzheimers-study/
Red Bull controls 70% of the worldwide energy drink market through innovative marketing strategies focused on sponsoring extreme sports and selling a lifestyle rather than just a drink. While Red Bull has found success targeting males aged 18-35, opportunities exist to expand into new customer segments such as females and older age groups through product extensions and promoting the perceived health benefits of the drink. The document analyzes Red Bull's financial performance and marketing strategies and provides recommendations to maintain market leadership by capitalizing on emerging trends and entering new markets.
RC Cola aims to relaunch in Pakistan by capturing 10% of the market share within a year and 20% by 2013. A situational analysis found strong competitors like Pepsi and Coca Cola, minimal past advertising, and a thin bottle shape contributed to RC Cola's prior failure in Pakistan. The relaunch will target youth and offer regular, diet, and cherry flavors in various bottle sizes priced competitively. An integrated promotion strategy using newspapers, TV, billboards, radio, and online ads aims to increase brand awareness and trials to help RC Cola reclaim its lost value in Pakistan.
The document outlines the business plan for Krave Jerky, a startup looking to disrupt the meat snacks market. Key points include developing a premium jerky product with fewer preservatives and a modern brand image. Market research found demand among health-conscious consumers. Distribution will initially focus on specialty stores and supermarkets, with a launch at Safeway. The founders aim to achieve $7 million in sales by 2012 through new distribution channels and marketing efforts.
My name is Kellene Okonkwo and I work for Ekulo Distribution USA in Fontana California. I currently work as the sales and merchandising manager at this location. I have just been awarded a new project and position as International Business Development Manager for the United States head office in Fontana, California. We have contacts with NAFDAC to aid foreign companies in importing products into West Africa.
The document summarizes the cola wars between Coca-Cola and Pepsi from 1993 to 2000 and beyond. It shows that while Coca-Cola had a larger market share and higher sales in 1993, Pepsi was gaining ground through innovative marketing campaigns targeting youth. By 2000, Pepsi had narrowed the gap, with costs and profits becoming more similar between the two companies. The document also analyzes the companies' strategies, financials, and issues using tools like SWOT analysis and Porter's five forces.
Red Bull targets millennials who enjoy extreme sports. They sponsor daring stunts globally to back their slogan "Red Bull gives you wings" and maintain the top market share. By livestreaming risky feats for millions to watch, Red Bull keeps consumers engaged throughout each event to reinforce the brand's adventurous personality.
The document provides information about a case study on Coca-Cola including objectives, company overview, vision, mission, values, external environment analysis, industry analysis, company analysis, strategies, competitors, and strategic formulation. It discusses Coca-Cola's history, products, financials, growth strategies, and comparison to competitor Pepsi. The document analyzes Coca-Cola's strengths, weaknesses, opportunities, threats and positions products in the BCG matrix.
The marketing plan aims to increase Quaker Chewy Granola Bar sales by 13.37% and market share by 1% in 2005. Key strategies include a 10 cent price increase for promoted bars, expanding advertising spending to $1 million focused on television, magazines, internet and outdoor media targeting parents and children, and sponsoring sporting events to promote healthy, active lifestyles. The plan aims to strengthen Quaker Chewy's brand positioning through an integrated promotional campaign across multiple channels.
Starbucks global quest in 2008: is the best yet to come?Yohann HELSON
This document provides an analysis of Starbucks' business and recommendations for its future strategy. It summarizes that Starbucks is the largest coffeehouse company in the world with over 20,000 stores in 61 countries. It identifies opportunities for international expansion but recommends focusing on improving customers' in-store experience by enhancing the atmosphere and "third place" concept to continue its strong financial performance and challenge the status quo.
This document provides guidance on developing a marketing plan for value-added food products. It emphasizes the importance of understanding customers and their needs. The plan should define the target market through segmentation based on geography, demographics, and other factors. It then outlines developing market objectives and a marketing strategy that addresses the four Ps - product, price, place (distribution), and promotion. Examples are given for defining product lines and brands, approaches to setting competitive prices, and considerations for distribution. The overall aim is to provide a framework for a multi-year marketing strategy to achieve sales goals in key markets.
- Starbucks is an international coffeehouse chain known for its "third place" environment and focus on quality coffee and customer experience. It has over 19,000 stores globally and generates most of its revenue from company-operated retail stores and specialty operations.
- Starbucks aims to provide an informal meeting space and quiet respite from daily life through amenities like Wi-Fi access and events. However, market saturation and competition from local cafes and fast food chains pose risks to further growth.
- While Starbucks faces threats from substitutes and competition, its strong brand recognition and loyal customer base provide advantages. Looking ahead, expanding into emerging markets and higher-margin food sales present opportunities for continued revenue growth.
Pepsi Lipton Brisk - Harvard Business Review CaseFamy
This document summarizes a case study regarding marketing options for PepsiCo's Brisk iced tea brand. It includes a SWOT analysis, segmentation of target markets as millennial and Hispanic males, and positioning of Brisk as an "edgy, cool" brand that "gives you energy." Two advertising options are considered: television advertising or a viral social media campaign. The document recommends a viral campaign titled "That's Brisk, Baby: Rebirth" that would involve creative characters called "The Brisk Brothers" and the tagline "Now That's Brisk."
The document provides information about Coca-Cola's rural market penetration strategy in India. It discusses Coca-Cola's focus on expanding availability of its products to rural areas through increasing production capacity and innovative distribution networks. It also discusses efforts to increase affordability through smaller package sizes priced accessibly. Coca-Cola conducted market research surveys in rural areas to understand consumption patterns and evaluate the effectiveness of its marketing strategies in these regions. The surveys found that Coca-Cola has gained significant rural market share but also identified opportunities to improve availability and service.
Red Bull Blue Ocean Strategy
Presentation explores Red Bull's strategic management and marketing tactics.
Presentation by Robert Wensley, Brett Lashley, Joanna Alencastro, Peter Jendrolovics
Harvard University, Summer 2011
The document summarizes a launch plan for a new children's soap brand called "kiddoz". It discusses the market opportunity for a children's soap, introduces the kiddoz product, and outlines marketing strategies including promotional activities, pricing, distribution channels, and financial projections. The plan is to create a new market for 6-12 year olds and gain market share from competitors through an engaging avatar-shaped soap at a slightly premium price point.
Red Bull conducted a PESTEL analysis of the Czech market which found it favorable for expansion. The energy drinks category was growing 5% annually in the Czech Republic. Red Bull has 43% market share but faces restrictions from some politicians. Red Bull's marketing focuses on extreme sports sponsorships and events. Its target market includes students and young professionals aged 16-30. Red Bull prices its products at a premium but sees low threats of substitution or new entrants given its strong brand. It aims to leverage universities to promote the message that Red Bull can help achieve both academic and fun results.
Royalè Business Club International, Inc. (RBCII) is a Filipino-owned multi-national corporation established in 2006 that operates as a direct selling company focused on health, wellness, and beauty products. RBCII utilizes a multi-level marketing structure to enable independent distributors to earn income from direct sales, leveraging their teams, and accumulating bonus points from product package sales. The company provides training and support to distributors to help them become successful entrepreneurs through the sale and marketing of RBCII's portfolio of products.
'Hit or myth', the real story behind Heineken's famous 'refreshes the parts' ...Kevin McLean
This document summarizes a presentation about the famous Heineken advertising campaign from the 1970s. The summary includes:
1) The campaign broke conventions of beer advertising by focusing on how Heineken "refreshes the parts other beers cannot reach" but initial research advised against the campaign.
2) However, the agency persevered not just for creative reasons but because of business factors like Heineken targeting women buyers and expanding off-trade sales.
3) While the ads were widely discussed, research showed Heineken's market share did not significantly increase relative to competitors taking advantage of the same market growth. The campaign was successful to a point but other brands eventually surpassed Heineken.
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The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
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Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani case
Time and again, the business group has taken up new business ventures, each of which has allowed it to expand its horizons further and reach new heights. Even amidst the Adani CBI Investigation, the firm has always focused on improving its cement business.
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Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
AI Transformation Playbook: Thinking AI-First for Your BusinessArijit Dutta
I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
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SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART KALYAN CHART
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
Prescriptive analytics BA4206 Anna University PPTFreelance
Business analysis - Prescriptive analytics Introduction to Prescriptive analytics
Prescriptive Modeling
Non Linear Optimization
Demonstrating Business Performance Improvement
1. A Case Study in Brand Marketing
Pete Laver
An energy drink to rival Red Bull?
2. Situational Report
4C analysis Overview
• Company (Brand)
• Tastes nice Competitors & Market
• Natural ingredient See also Red Bull
• Revitalising without ‘BUZZ’ £160.5 million market - Nielson 1999
Red Bull/ Lucozade major energy
• Caffeine free players
• Energy / tonic / pick me up Channels
• Less aggressive / offensive image Supermarket dominance - EDLP category
• Customers price
Distribution opportunities
• Market defined by 3 major segments
Soft drinks market growing
• Energy / Wellbeing
– growth in health awareness
– need for energy - stressed lifestyles
– customer base will widen and deepen
3. Situational Report
• Reverse SWOT Red Bull
• What are its Strengths
• Its sources of credibility
• Bad boy image and belief in its effectiveness
• First mover status and share
• Huge awareness and salience
• Relationship with young consumers
• Street endorsement
• Word of mouth communication
• Mythology
• Red Bull gives you wings;
• Red Bull came from the Far East; Is surrounded by mystery
• Red Bull is made from Bulls testicles
• Red Bull is bad for you, tastes horrible and has been banned
• Red Bull is subversive or even poisonous or addictive or both
• Red Bull is the bad boy on the block
• Red Bull is efficacious – it works.
4. Situational Report
• Opportunities Red Bull
• Wider, older market using the drink
• Coffee/tea occasions
• Refreshment on long journeys
• Stressed workers generally (not necessarily young)
• Weaknesses
• Distribution gaps still open
• Advertising
• Image when applied to wider market
• Threats
• Caffeine & threat to health by overuse?
• Bad boy image especially linked to binge alcohol drinking
• Price squeeze by supermarkets
5. Situational Report
• Summary
Red Bull
• What are the Key Drivers?
• Brand Image & credibility
• Drive for distribution (push)
• Street credentials
• Price premium for the real thing over imitators
• What are Red Bulls Objectives and Future Plans?
• Growth; Maximum distribution; Breakout to respectability?
• Stay subversive and underground.
• Cut price and go for volume with collateral damage to coffee market
• What are Red Bulls Strategies
• Street credibility; Word of mouth communication; Extreme sport
sponsorship
• Marketing and sales push at POS; Move into chillers wherever possible?
6. Situational Report
Target audience
Potential Target Markets?
Key Motive Description Says about them
Stressed out 20-35 upwardly mobile Goes the extra mile
Stressed out 35+
Energising Travellers A little lift
Tired mums Calmness Pick me up
Women 23-44 Because I’m worth it
Party hard Under 25 Gives them wings
Party hard Under 25 I have a hangover
Sport competitors Under 40 The Red Bull moment
Define our market
The need for revitalisation, stimulation and replacement energy
18-36 age range; 20 something core market; All about push from behind the bar
Style leadership; Street endorsement; Underground marketing; Resistant to
advertising.
7. Situational Report
Target audience
Stressed Travellers Tired mums Party hard Older execs
Prime Motivation Revitalise Energise Calmness Stimulation Excitement
Description abc1 All A,b,c1-2 Abc1,c2 Abc1
28-35 age 20-50 25-45 17-30 35-60
Product Preferences 250 ml 250 ml Pack Pair Bottle
Purchase Behaviour cc cash cc - ?
Loyalty High Low Low Moderate Low
Buying Process Cash Debit card Debit card Cash Cash
Channel Split Convenience Petrol fore Supermarket Bars Convenience
Merchandising High Low Low High
Media Preference Events Radio TV POP Press
Growth High High High High Low
Contribution 55% 20% 10% 12% 3%
Size
8. Situational Report
Channel strategy
Grocers Discounters Convenience Horeca
22% 8% 15% 6%
Size: Size: Size: Size:
20 000 000 sticks 7272 000 sticks 13636 000 sticks 5454 000 sticks
£8 million £2909 million £8 million £8 million
Forecast: Forecast: Forecast: Forecast:
22 00 000 22 00 000 22 00 000 22 00 000
£8.5 million £8.5 million £8.5 million £8.5 million
Segments D F B Segments D F B Segments D F B Segments D F B
Small Retail Market
Specialists High Street
Independents 100%
6% 14%
29% Size:
Size: Size:
Size: 90 909000 sticks
5454 000 sticks 12727 000 sticks
26363 000 sticks £8 million
£8 million £8 million
£8 million Forecast:
Forecast: Forecast:
Forecast: 22 00 000
22 00 000 22 00 000
22 00 000 £8.5 million
£8.5 million £8.5 million
£8.5 million Segments D F B
Segments D F B Segments D F B
Segments D F B
9. Brand positioning
Because it is a brand new brand
the positioning is being used to
create the brand-reversing the
usual process
10. 4c Analysis
Positioning framework
Be good to yourself A natural high
Natural & Health Natural & Stressed out
revitalising conscious revitalising young exec.
Going with number two
we need a slightly
A natural
older and less foolish 1 Be good to
yourself
2 high
brand, perhaps a little (water)
(against Red
Bull)
more sophisticated Health food shops Convenience & travel points
Because they're worth it Cool, revitalising and pure
with a touch of irony
in its humour? Natural & Natural &
The family Women
revitalising revitalising
Moving to the
repositioning
frameworks we can
4 3
Because they Cool, revitalising
are worth it and pure
use the prompts to (against coffee) (against Purdy)
add some interest: Supermarkets Hotels, clubs, bars
What to say, who to say it to, why believe it?
11. Analysis
Reframe
Reframe the Brand Profile Reframe the Customer
Re-define it symbolically Profile Reframe the Competitor
Revitalization, a natural high What relationship development can
What are its leadership qualities? we introduce? Profile
Ethical , the great outdoors On its own or with a friend What choices do they have?
Re-examine imagery -Perceptual maps
(covert sex)
Establish performance excellence areas What must we not be?
Personality factors The Ultimate Drinking
Red Bull -Reverse SWOT
Predominantly outward machine How do we define our
Where is the crux?
Friendly and witty, ironic market/category?
A natural high Green energy
Takes care of me
What big issues preoccupy them? Can we build a new category?
Product, Icons and packaging
What expectations can we meet?
enhancements
What problems can we solve?
Yes
Clear, plastic can How do we accentuate the positive? What rules might we introduce?
Relationship Create beguilement and intrigue? Chillers
What does the brand have to say about How do we link up with their values? Garana natural active
its audience?
You don’t have to be mean to ingredient
Cool, bright go-getter be green, but it helps Should we transfer to
Where does the brand live? another category?
A little something of the
On the beach What rules might we break?
night
International Unique, disposable carton
Who are their other role models?
Who does it stand up for and support?
How do we help re-order chaos?
Greenpeace What rules can we break?
12. Analysis
Generating more ideas
Invent a metaphor to characterise the Red Bull persona. If it really was like that what strategy might
you use to deal with him? Finally, how might this emerge in the real world as a plan that will actually
work? Examples:
Metaphor Strategy Real World Expression
Red Bull is a:
Bad boy on the block Lock him up Exploit our healthy credentials
An impregnable fortress Remove a brick at a time Attack by local regions
A bulldozer leave the neighbourhood Find a slightly older audience
Adrenaline junky Put him on medication Be cool, karma, meditation
Marry him Switch target to women Appeal to feminine side
Banned substances Outflank: Journeys and physical work brain fade, mass market
A rich idiot Frontal assault Find a natural high
Juvenile delinquent Slightly more mature Exploit image with younger group
13. Brand Strategy
Building a cult brand
The brand needs cult status to win in this market allowing the customers to discover it
for themselves and to use its meaning to help define their own identity.
Going back through the work, the phrase A Natural High stands out. What we need is a
World-view for the brand to live up to and this could be used as a powerful slogan
(the term slogan comes from sluagh-ghairm -Gaelic for battle cry). A battle cry
must have meaning for the warriors who use it or it fails. We need to go high.
Recruit passionate mountaineers who shares our belief in the need for a drink with
qualities that offer genuine benefits at altitude and for extreme conditions.
The product will be tested extensively in the climbing community and following successful
trials the company will commission an expedition to test it on the roof of the world.
Our expedition will set out to climb Gasherbrum in the Karakorum mountains of
Pakistan using our drink. Following the success of this mission the drink will be given
its final name which is 8080.
This reflects and hints at the Gasherbrum expedition (Gasherbrum is one of only 14
mountains on Earth to be over 8000 metres in height at 8080 metres). Climbers will
know that the toughest mountains to climb are rarely the highest which excludes
Everest and the other well known names such as K2 and Annapurna. In the inner
circle of climbers the exclusive set of 8000 metre peaks are legendary.
14. Brand Strategy
Positioning summary
• Why Communicate?
• To create a new player in the energy drinks market with
genuine and unique credentials
• Who To?
• Busy professionals who are health conscious but don’t
always have time to go to the gym
• Health and sport minded individuals
• What needs to be said?
• It is a proven better option to current energy drinks-a
natural high
• With what supporting evidence?
• Uses proven and natural herbs it is used by people whose
lives depend on it
• What tone of voice?
• Ironic, mannered, independent
15. Brand Strategy
Brand positioning?
• Core Values Green energy for a natural high
• Tangible Benefit Energy for life (Guarana endorsement)
• Outward emotional benefit Someone who works and plays hard
• Inward emotional benefit Health, feeling on top of the world
• Attitude & tone Ironic, mannered, independent
• Personality 25-35 age range, sophisticated but
understated, independent
• Rebellious, dependable, tough
• Values real friendship
• Capabilities Bright, unconventional risk taker
• Appearance Doesn’t value fashion but always gets it right
• Target market Young, urban professionals, career
oriented who work and play hard
• Category set None
• Channels Convenience and travel points
Many brands have arisen out of instinct and the gut feel of their owners.
Passion and intensity of purpose shines through in the best brands.
However, a systematic approach to development can pay dividends.
16. Brand Strategy
Brand positioning?
Environmental warrior Unconventional Wilderness Gasherbrum
busy premium social
Green energy
beyond tough
cool
on its own or
Courage rebellion teamwork
with a friend
chilled
8080
...the natural high
pure
vitality guarana
Great taste Green and white
Friendly, witty, ironic 25-35 age
Revitalisation- energy for life Supports Greenpeace and Amnesty International
Initially, the product will be sold in climbing stores and climbing clubs with very little
promotion. The brand story will inevitably leak out and word of mouth communication
will do the work for us. Eventually, the product will find the mainstream audience
with its defining values of audacious courage, rebellion and teamwork
17. Brand Strategy
Growth Options
option opportunity score
Improve mix
Grow market Convert non users 3
Create new users 3
Increase retention Coupons 2
Change usage Healthy alternative, natural high
Extend range
Re-segment
New channels Avoid larger retailers 3
Win share
Buy share
Alliances Extreme clothing? 2
Enter related market
Existing products
18. Brand Strategy
Growth Options
option opportunity score
Enter related market
New products
Enter new markets
Exiting products
Enter new markets Launch strategy and brand positioning 3
new products
Re-align prices
Premium prices
Niche pricing
Reduce investment
Working capital/fixed assets
Reduce fixed costs Manufacture abroad 1`
Reduce variable costs
20. Objectives & Target Markets
Objectives
• Define and own a new category
• Create new consumers
• Brand switch targeted (marginally older)
customers
• Exploit open channels
10% market share at premium price
Differentiate from Red Bull
21. Objectives & Target Markets
Target Audience
‘8080 is masculine but will appeal to both males and females aged between
28-35 who have a professional, busy lifestyle.
Their social and work commitments mean they are ‘cash rich and time poor’
which they thrive on.
Health is important to them, but they are not fitness freaks.
They value toughness, reliability and vitality and see themselves as risk takers.
They tend to buy branded products, i.e. Audi, Clarins, Ralph Lauren, Tag Heuer
-that reflect their self view and they take city breaks across Europe and
also enjoy long-haul holidays.
They are confident, well turned out and urban dwellers. They are not
mountaineers.
22. Brand, Positioning & Strategy
Positioning & Creative Treatment
Why Advertise? What must we say?
To create a new sector 8080 is the proven and
in the energy drinks healthy alternative to
market based on
current soft drink stimulants
health
Why should they believe this?
Who To?
Used by high achievers who
Busy professionals who
are health conscious are healthy, strong and
but don’t always have utterly reliable
time to go to the gym What tone of voice?
For health conscious Assuring, credible, ironic and
individuals confident
23. Brand, Positioning & Strategy
Growth Options
Initially, the product will be sold in climbing stores and climbing clubs with very little
promotion. The brand story will inevitably leak out and word of mouth communication
will do the work for us. Eventually, the product will find the mainstream audience
with its defining values of audacious courage, rebellion and teamwork
Once the brand credentials have been established, marketing will aggressively target
regions with drive teams and local promotions. Use of mass media will initially be
minimal with posters and local promotions predominant. Buzz will be used extensively
using the internet and prominent sportspeople
Projects aimed at extreme conditions such as ocean racing, climbing, etc will be targeted.
Motor racing and flying will not be included as the challenge is not truly outdoor.
Similarly, frivolous and exhibitionist activities such as bungee jumping will be avoided
to stay clearly distanced from RB
Coupons offering reductions on future purchase and opportunities for adventure travel
will feature and we will form co-operative relationships with selected extreme
sportswear manufacturers
24. Brand, Positioning & Strategy
Competitive Advantage Statement
The brand personifies courage, reliability and teamwork and is mature with an ironic
sense of humour. It is transparent and believes staunchly in its own values. It has
unique and iconic values that will prove attractive to its target market and strongly
differentiate it
The brand will achieve high levels of distribution following its slow early development
when it will earn its credentials
Despite numerous Garana based drinks the brand will set out to own this property
Its communication strategy will deliver the brand values
Key Success Factors
Distribution efficiency avoiding supermarkets until it has enough share
A strong, differentiated brand
Relationships with small retailers
25. Marketing Mix
Product Place
high
high
8080
Red bull
taste Mainstream
National
Red bull 8080
low
low
immature brand image mature low Specialist/ regional high
26. Marketing Mix
Price Promotion
premium
high
Red bull Red bull
8080
Media
competitive
8080
economy
low
chemical value Natural high low Channels high
27. Communications
Media Strategy
Justification
• Our target market are hard working, career motivated young
people. They work hard, often late, but manage to get home
mid evening on Friday to watch Channel 4 with a takeaway
meal and a bottle of wine. On Saturday they eat a brunch
and read a quality paper before shopping and sport followed
by a night out with friends. On Sunday, their day follows a
similar pattern with a good read of the Sunday Times. In
the evening they watch the ITV drama at 9 pm before an
early night.
28. Communications
– Pull
Media Strategy
• Weekend press
• Channel 4 Friday schedule
• ITV after 9 pm Sunday
• Major town illuminated posters
• Late night radio & Website
• Events & competitions
– Push
• Retail promotions & Drive teams
• Saucy Postcards & other literature
• CRM & database
• Telephone
– Profile
• Channel 4 & Press cartoons
• Website
29. Communications
Schedule & Resources
Schedules and Resources
Jan Feb Mar April May June July
Pull
Advertising ? ? ?
Sales Promotion ? ? ? ?
Personal Selling ? ? ? ?
Database ? ? ? ? ?
Events ? ?
Sponsorship ? ? ? ? ? ?
Staff training ? ? ?
Push
Advertising ? ?
In house literature ? ? ?
Sponsorship ? ? ? ?
Service Initiatives ? ?
Brand Image
Advertising ? ? ? ? ?
Livery ? ?
In house literature ? ? ? ?
30. Communications
Schedule & Resources
1st Period 2nd Period 3rd Period
Pull
Advertising 470 340 260
Sales Promotion 170 180 120
Personal Selling 23 12 45
Database 120 50 35
Events 26 0 45
Sponsorship 150 150 150
Staff training 24 25 0
Total Pull cost 983 757 655
Push
Advertising 110 78 240
In house literature 45 78 0
Sponsorship 82 75 67
Service Initiatives 0 40 25
Total push cost 237 271 332
Brand Image
Advertising 29 85 67
Livery 0 200 79
house literature 45 45 45
Total branding costs 74 330 191
Total period cost 1294 1358 1178
Total plan cost £3, 830, 000
31. Control
Tracking
• Budgetary Control
– Variance Analysis
• Brand Tracking
– Agency
– Millward Brown
• Sales
• Availability
32. And Remember
The brand development process
• 1 Opportunity • 6 Brand, positioning and
identification mix strategy
• 2 Market definition • 7 Promotion and product
• 3 Idea generation testing
• 4 Screening and • 8 Test market
concept testing • 9 Re-forecast
• 5 Forecasting and and • 10 Launch & track
financials • 11 Life cycle management