Red Bull is an Austrian-produced energy drink that competes in a very narrow niche of the carbonated soft drink market.
Research about History, Product, Market, Sales, Challenge, ...
Researcher: Mehran Nassiri, Zeinab Arij, Sanaz Shojaei
Red Bull is an Austrian-produced energy drink that competes in a very narrow niche of the carbonated soft drink market.
Research about History, Product, Market, Sales, Challenge, ...
Researcher: Mehran Nassiri, Zeinab Arij, Sanaz Shojaei
Red bull is the energy drink.In this presentation you will find its ingredients,their benefits,their nutritional facts,market,flavors,competitors and their benefits.You will also learn the target market of the company and the introduction of the company and his owner.
Red Bull has the world's best marketing campaigns, this is a humble effort to evolve a creative campaign in India which would reach out to its targeted customers in a way that this event becomes a memorable happening for many. Thus creating our customers, into a fan base.
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
Red bull is the energy drink.In this presentation you will find its ingredients,their benefits,their nutritional facts,market,flavors,competitors and their benefits.You will also learn the target market of the company and the introduction of the company and his owner.
Red Bull has the world's best marketing campaigns, this is a humble effort to evolve a creative campaign in India which would reach out to its targeted customers in a way that this event becomes a memorable happening for many. Thus creating our customers, into a fan base.
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
Viavoice Brand-Perception - Les Marques : Personnalités et EmotionsAnne-Sophie Esnault
Brand-Perception est un outil quantitatif puissant qui permet de définir la personnalité des marques et les émotions conscientes qu’elles incarnent auprès des consommateurs.
Red bull - Présentation Marketing et innovationsArthur Hazan
Dans le cadre d'un projet pédagogique pour l'école Hetic, nous avons réalisé une présentation complète de la marque Red Bull, ses stratégies marketing, ses clients, ses concurrents et ses innovations.
How Nestle Icecream Strategy was Built up!
EpiProdux helps product managers understand who are the profitable customers and how to make profitable business.
https://epiprodux.com/
#profitableproduct #growth #businessdevelopment
Undertook a Business Research project in the second year of my undergraduate degree on the topic- Comparative Analysis between Pepsi and Coca Cola on the basis of various physical and chemical aspects.
Unit VIII Case Study OpenWeight 9 of course gradeGrading Rub.docxgibbonshay
Unit VIII Case Study Open
Weight: 9% of course grade
Grading Rubric
Instructions
Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides with an end goal of formulating a recommendation for the challenges faced by the company.
Select one of the three case studies listed below, which can be found in your textbook. Evaluate the case of your choice, and respond to each of the questions below using both theory and practical managerial thinking as well as supporting research.
Option 1: Red Bull (pp. 581–582)
1. What are Red Bull’s greatest strengths as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? What are the risks to their brand equity of competing against such powerhouses?
2. Discuss the pros and cons of Red Bull’s nontraditional marketing tactics. Should the company do more traditional advertising? Why, or why not?
3. Discuss the effectiveness of Red Bull’s sponsorships, advertisements, personal selling strategies, promotion, events, and public relations. Where should the company draw the line in terms of risk?
4. Recommend the next steps for Red Bull with respect to their marketing and advertising strategies.
Marketing Excellence Red Bull
Red Bull’s integrated marketing communications mix has been so successful that the company has created an entirely new billion-dollar drink category—energy drinks. In addition, Red Bull has become a multibillion-dollar beverage brand among fierce competition from beverage kings like Coca-Cola, Pepsi, and Anheuser-Busch. To date, the company has sold more than 40 billion cans of energy drinks across 166 countries. How? Red Bull became the energy drink market leader by skillfully connecting with youth around the globe and doing it differently than anyone else.
Dietrich Mateschitz founded Red Bull with a single product in Austria in 1987. By 1997, the slender silver-and-blue can was available in 25 markets globally, including Western and Eastern Europe, New Zealand, and South Africa. Its size and style immediately signaled to consumers that its contents were different from traditional soft drinks. Red Bull’s ingredients—amino acid taurine, B-complex vitamins, caffeine, and carbohydrates—were specifically formulated to make the drink highly caffeinated and energizing. In fact, some users have referred to it as “liquid cocaine” or “speed in a can.” Over the past decade, the company introduced other products and flavors, many of which did not succeed. Today, Red Bull offers the original Red Bull Energy Drink, Red Bull Total Zero, Red Bull Sugar Free, and special editions infused with berry, lime, and cranberry flavors.
As the company continued to expand worldwide, it developed an integrated mar ...
CBC's Canada Writes Poetry Contest is in full swing again this year. For those who haven't yet heard of it, the contest is open for all writers to submit their unpublished original work in hopes of a grand prize of $6,000, courtesy of the Canada Council for the Arts, and will have his/her story published in Air Canada’s enRoute magazine and on the Canada Writes website. He or she will also be awarded a two-week residency at The Banff Centre's Leighton Artists' Colony, and will be interviewed on CBC Radio. Your submissions must be between 400-600 words (mine is 407, haha) and you must be a Canadian citizen or permanent Canadian resident to enter.
As my dedicated fans, friends & family I thought I would give you a preview of my work (plus as a broke College student I haven't decided if my work is worth the $25 entry fee as that could pay my phone bill for the month.) Feel free to comment your thoughts - but keep in mind I am a few years rusty with my poetic writing! I hope you all enjoy it.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
1. Red Bull
Marketing Communications Campaign
Introduction to Marketing Communications
MCOM 15-102
Professor Kathy Patterson
Thursday December 1st
2011
2. 1
MARKET BACKGROUND
Market Analysis:
Red Bull’s estimated Canadian market share is 50% and currently producing $22 million in sales. Their
annual retail sales revenue is $44 million. Their products are marketed in 120 countries profiting with
global sales of $2 billion. The company has an estimated U.S. market share of 46% producing retail sales
of $US248 million.
Red Bull has had tremendous success as a brand leader in the niche segment of the beverage market. They
see themselves as an “anti-brand” company, being praised by their “cult-like” loyal consumers.
Red Bull also sponsors numerous teams and events that are associated with the psychographics of their
consumers and their brand positioning. The company currently sponsors the World Rally Car
Championships and three other racing teams. These teams include Red Bull Racing and Scuderia Toro
Rosso Racing which Red Bull has ownership of. These ventures only generate $70 million in revenue
creating a $30 million loss when deducted from the $100 million Red Bull devotes to this market
annually. The company recently just purchased the European soccer team SV Austrian Salzburg
(renaming it Red Bull Salzburg), and the New Jersey soccer team North American Soccer League (also
renaming it Red Bull New York).
Competition Analysis:
Recently other companies including Pepsi-cola and Coca-cola have entered the energy drink market.
Market shares for the North American energy drink segment are as follows:
Red Bull 50%
Hansen Natural Corporation 18%
Pepsi-cola 10%
Coca-cola 17%
All other (independent and regional brands) 5%
Hansen Natural Corporation is a company that owns MONSTER Energy and LOST energy drinks. Both
brands combine bring Hansen 18% market share in the drink market in North America.
3. 2
AMP Energy (most commonly known for its Mountain Dew flavour) and SoBe No Fear are brands
owned by Pepsi-cola. They provide Pepsi with a combined market share of 10% in the energy drink
market. Pepsi-cola also owns Aquafina bottled water.
Coca-cola owns Rockstar and Full Throttle brands. These products are raising Coca-cola into the second
biggest competitor of Red Bull with 17% market share.
Finally, the remaining 5% of the market share in the North American energy drink market belongs to all
other independent and regional brands.
Product (Brand) Analysis:
Red Bull is an Austrian produced energy drink that was adapted from a Tai beverage called “Krating
Daeng.” When translated into English the saying created “Red Bull” and the company was born.
Their innovative drink formula is what propelled the energy drink market into what it is today. Fighting
mental and physical fatigue Red Bull creates increased mental and physical exertion. The drink promises
to improve performance in stressful or straining situations, and increase concentration and improve
reaction speed. Red Bull promises to also stimulate your metabolism along with revitalizing the body and
mind. It is important to remember that even though Red Bull products invigorate the body and mind they
are not made to rehydrate your body during participation in sporting activities. Because of its energy
building ingredients and revitalizing qualities Red Bull focusses their brand around the theme “Red Bull
gives you wings.”
Red Bull products contain ingredients like taurine, glucuronolactone, caffeine and sweeteners like
glucose/sucrose. Their products are marketed in a 250ML can. They produce an energy drink, sugar free
energy drink and a flavour shot.
Red Bull relies on “buzz marketing” and word of mouth to sell their products. The company restricts their
distribution and does as minimal advertising as possible to create an exclusivity and “opinionated
preference” to their products.
5. 4
MARKETING COMMUNICATIONS PLAN
Target Market Profile:
Red Bull’s markets to young urban males ranging in age from 16 to 29 years old. These males live in a
constantly exciting, adventurous and exerting lifestyle. They “live life on the edge” or try to and they
usually are average build or go to the gym/work out on a consistent level. “Red Bull males” participate in
competitive and extreme sports or any other kind of adventurous and recreational activities. Competitive
gamers in the video game industry are also gravitating towards Red Bull products to keep them alert
during tournaments. Red Bull defines the whole of these consumers as Generation Y because they are not
only active males but active students who need the energy to finish projects and study all night.
Red Bull also has a vague secondary target market of older consumers in general ranging from 25 to 45
years old. Whether this may be a business executive finishing an annual report or a truck driver finishing
a long haul anyone can use Red Bull energy drinks. These males come from all walks of life and financial
status. They live in suburban and rural areas and have different levels of education. They all share
physical/mental exertion in common and getting their adrenaline pumping.
Positioning Strategy Statement:
“Red Bull promises to revitalize your physical and mental fatigue during stressful and straining situations.
Red Bull energy drinks will increase your performance, concentration, vigilance and metabolism using
health conscious energy-building ingredients.”
6. 5
ADVERTISING PLAN
Advertising Objectives:
- To create brand preference for Red Bull within Generation Y’s young active males, as their primary
source for invigorating the body and mind.
- To communicate Red Bull’s lack of exclusivity and instead an availability to all fatigued consumers.
- To maintain Red Bull’s brand leadership within the energy drink market by building awareness of their
high performance quality.
- To attract and maintain our secondary target market of older males needing energy to maintain their
heavy workloads.
- To ensure that our consumers are aware of the negative effects when used excessively with alcohol.
7. 6
CREATIVE PLAN:
Creative Strategy:
Red Bull’s messages will remind consumers of the versatility that their energy drink provides to athletes,
gamers, business workers, truck drivers, students…etc. The messages need to rebuke Red Bull’s negative
image as being “speed in a can,” and encouraging excessive use with alcohol that leads to teenage deaths.
When used properly Red Bull is an effective way to battle physical and mental fatigue for extended
periods of time and when using it you can be and do whatever you set your mind to.
Central Theme:
All messages will focus on the fact that “Red Bull is all you need.” It is all you need to be athletic, alert or
adventurous. The messages will show different types of active males in different settings and job
positions. The subjects will have a can of Red Bull in hand showing what the benefits do for their
performance. There will also be messages emphasizing that “Red Bull is all you need” without the
addition of alcohol.
Appeal Technique:
The messages will combine a Positive appeal technique with a Lifestyle appeal technique. The images
feature subjects positively enjoying the benefits of Red Bull and using them in their everyday lives and
daily routines. Red Bull has become an “active lifestyle” for all physical and mental exerting consumers.
Tone and Style:
All messages will be simple print advertisements. The fonts will be clear and easy to read and the pictures
simple to comprehend. The main focal point of the images will be the Red Bull can in hand. We also want
to show consumers that you don’t need to mix Red Bull with alcohol excessively.
8. 7
Tagline:
This is the tagline created to summarize the message strategy “Red Bull: All you need…” Different
messages will portray different endings accompanied by various subjects. For example “Red Bull: All
you need… to be athletic” with an image of a basketball player sitting on a bench with a Red Bull. Or
“Red Bull: All you need… to be aquatic” with a synchronized swimmer walking out of the change rooms
with a Red Bull. There will also be specific taglines focussing on minimizing the excessive use of Red
Bull with alcohol. For example “Red Bull: All you need… to be alcohol free.”
Creative Execution:
The campaign will include seven 4-colour magazine inserts in Sports Illustrated magazine. There will
also be fourteen 4-colour billboard advertisements. The messages will encourage consumers to use Red
Bull during their daily routines including sports, school work and business work. All advertisements will
be product/lifestyle focussed. Subjects will be using Red Bull energy drinks to enhance their performance
in their job positions or recreational activities. Red Bull will also be advertising on their Facebook pages,
consumers’ profiles and their official website. The Red Bull website will also feature a mail-in rebate
coupon for “buy one get one free 4-pack of Red Bull.”
Media Plan:
The message will explain that Red Bull energy drinks are all that you need to revitalize your physical and
emotional fatigue during your daily activities. The campaign will use Seasonal-Blitz scheduling running
from October to February (of the following year) and May to July. The outdoor billboard advertisements
will run nationally including Quebec City, Ottawa, Vancouver, Toronto/Hamilton, Calgary, Winnipeg,
and London. The Sports Illustrated magazine inserts will be monthly. The inserts will use the same
scheduling during the same seven months. This campaign is going to create awareness Red Bull’s
positive benefits and positioning. The advertisements will run during the first four months of fall/winter
seasons in order to attract the winter sport playing consumers. The first half of the campaign will end in
9. 8
January to attract the students finishing projects for their first semesters. The second half of the campaign
will be during the middle of the year when truck drivers are hauling longer loads and students are
finishing projects for their second semesters. The messages will also attract the summer sport playing
consumers as well.
10. 9
OTHER INTEGRATED MARKETING COMMUNICATIONS ACTIVITIES
Online Communications:
Objectives:
To increase Red Bull’s new positioning and brand awareness to our primary target market.
Strategy:
Red Bull will be using online banner advertising through Facebook, and redesigning their official
website to showcase the new advertisements. The Facebook ads will show up on consumer’s profiles that
have “liked” Red Bull and its products.
Execution:
Banner advertisements will be placed on Facebook user profiles that have “liked” Red Bull and its
products. They will run during the same scheduling as the billboard advertisements and magazine inserts.
On our official website we will be showcasing the “All you need” campaign advertisements. Consumers
will also be able to print off a rebate coupon. The coupon will specify that when you purchase two 4-
packs of Red Bull energy drinks, keep your receipt, fill out the information and mail it then you will
receive your money back for the second case. The online communications will run the opposite months as
the outdoor and print advertisements to create Red Bull’s classic “buzz marketing” and anticipation.
These months would be August, September and from February to April.
11. 10
SALES PROMOTION:
Objectives:
- To promote a trial purchase of Red Bull products from our primary and secondary target markets.
- To encourage distributors to continue selling Red Bull energy drinks.
Strategy:
Red Bull will be conducting trade allowances and point of purchase allowances to distributors along with
in-store free sampling.
Execution:
Trade allowances will be paid to distributors to buy larger orders of Red Bull energy drinks for the first
and second halves of the campaign. Point of purchase allowances will also be paid to include in-store
displays of the new advertisements on side panels, flyers and at the free sample tables. Red Bull will also
be hosting free trial sized sampling of their energy drinks in distributor’s beverage isles.
MARKETING COMMUNICATIONS CALENDAR
ACTIVITY: JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC
Outdoor
Advertising X X X X X
X X X
Magazine
Inserts X X X X X
X X X
Online
Rebate X X X
X X
Trade
Allowance X X X
X X X X
Point of
Purchase
Allowance X X X X
X X X
In-store
Sampling X X X
X X
12. 11
MARKETING COMMUNICATIONS BUDGET
MEDIA/ACTIVITY: LENGTH: COST:
Outdoor Advertising October – February
May - July
$775,714
Magazine Advertising October – February
May - July
$21,600
Online Rebate (redesigning) August and September
February - April
$100,350
Trade Allowance September – December
April - June
$29,336
Point of Purchase
Allowance
October – January
May - July
$36,500
In-Store Sampling August and September
February - April
$36,500
PLAN BUDGET: $1,000,000
Outdoor Advertising: Figures includes 10 week billboards in Quebec City, Ottawa, Vancouver,
Toronto/Hamilton, Calgary, Winnipeg and London.
Magazine Advertising: Figures include printing monthly inserts in Sports Illustrated magazine.
Trade Allowance: Figures include amount paid to distributors to buy larger orders of Red Bull energy
drinks for the first and second halves of the campaign.
Point of Purchase Allowance: Figures include amount paid to include in-store displays of the new
advertisements on side panels, flyers and at the free sample tables.
In-Store Free Sampling: Figures include hosting free trial sized sampling of their energy drinks in
distributor’s beverage isles.