Red Bulls Market free essay sample

A Bulls Market the marketing of Red Bull energy drink Red Bull, Austrias biggest export since Arnold Schwarzenegger, has methodically created and dominated the energy drink category much in the way players of the board game Risk would defeat their opponents. Dietrich Mateschitz, the owner of Red Bull International, created the highly caffeinated beverage in 1987. Five years later, the drink spread into neighboring countries like Hungary and Slovenia, followed by Germany and Switzerland. In 1997, Red Bull prepared to storm the U. S. market. 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. We will write a custom essay sample on Red Bulls Market or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Others soon followed, building energy drinks to a $130 million business. Now Coke (KMX) and Anheuser-Busch (180) are jumping in. Last year, Red Bulls market share stood at 65%, while the company reportedly pulled in a cool $1 billion in worldwide sales. Just how Red Bull managed to accomplish so much, so quickly has become the stuff of mythology Some have written off the product by calling it a flash in the pan or derisively note that its handlers got lucky. A closer investigation of the companys strategy however, reveals that luck had little to do with Red Bulls success. The companys consistent battle plan has been to open up a market by securing unusual distribution. When Red Bull initially set up camp in Santa Monica, Calif. , it piggybacked on established distributors. Typically distributors will deliver a number of brands; a Pepsi house will handle Pepsi, Diet Pepsi and Mountain Dew, and may even pick up a non-competing rival like Dr Pepper. Sales reps even greased the wheels by paying for their accounts promotional, advertising and sampling costs for three months. But as the drink caught on, the company began taking a more narrow approach. Now, a Red Bull sales rep will contact a small distributor and insist that he or she sell only Red Bull. Otherwise, Red Bull will set up a warehouse and hire kids to load up the vans and deliver product. These start-up distributors can focus their entire energies on getting Red Bull fully stocked in stores with prominent shelf placement. They generally break even within three months and are profitable within six. They buy direct from Red Bull. Theres enough margin and volume to make it work, said one Northeastern distributor. I wish theyd give it to me, but they have the kids with the vans doing it. Im looking forward to getting Snapples Venom [a new energy drink launching June 15] so I can compete with them. Next, the sales team visits key on-premise accounts: hot clubs and trendy bars. When owners begin buying a few cases, they receive a Red Bull branded cooler and other POP items. Thats when we start doing business officially, said Markus Pichler, evp-strategic planning, Red Bull North America. We go to on-premise accounts [vs. retailers] first, because the product gets a lot of visi bility and attention. It goes faster to deal with individual accounts, not big chains and their authorization process. Plus, on-premise provides fertile ground for new drink trends. In clubs, people are open to new things, said Pichler. The most important thing about [Red Bull] is, its working. If you had a tough week and want to dance, the product works. Perhaps a bit too well. Fueling Red Bulls growth is a mystique created by outlandish rumors about its contents: it is liquid Viagra; its secret ingredient is bulls testicles; someone overdosed from the drink because it has drugs in it. (The company shoots down these and other myths in an FAQ section on RedBull. com. Pichler wouldnt talk about Red Bulls natural fit with the speed crowd that frequents raves, taking designer drugs to stay awake for days at a time. Nor does the company endorse the mixing of Red Bull with vodka, Jagermeister or tequila-a ubiquitous bar call whose roots can be traced to Europe. From a sales perspective, Pichler acknowledged, [the mixability] is a nice side effect. Theres more to the guerrilla strategy than building buzz at clubs. Sales teams will open off-premise accounts at convenience stores near colleges, gyms, health-food stores and supermarkets. The company has divided the U. S. into eight decentralized sales units, each of which is handled on a city-by-city basis. One regional office in New York, for example, services Maryland, New Jersey Pennsylvania and Virginia. The Boston office handles the New England states and upstate New York. Each unit is responsible for creating distribution, making sales calls and developing targeted marketing plans. The mission: to find out where the target demo (men and women age 16-29) hangs out and what interests them. Its their job to get the message out to the right clubs and at the right events. While Red Bull relies heavily on bars and night clubs for its sampling events, alternative sports have also proven to be a successful product-trial arena. The company underwrites a number of extreme sports competitions and sponsors about three dozen alterna-athletes. Events include the Red Bull Huckfest, a ski and snowboard freestyle competition held in January in Snowbird, Utah; and the Red Bull Flugtag (German for flying day),premiering in the U. S. this fall. At the latter event, amateur pilots will create exotic flying machines and attempt to soar off the Santa Monica pier. The brand also employs teams of consumer educators, who roam the streets and dangle free samples. With California as its stronghold, Red Bull made its way into Oregon, Settle, Texas and ski resorts in Colorado. It next moved into the Midwest, targeting urban markets like Chicago and its environs. Soon it showed up on the East Coast in Miami and New York. (The Big Apple had a head start: Europe leaked the beverage into the city) Newer markets include the Carolinas, Virginia and Washington, D. C. In the antithesis of any majors marketing plan, Red Bull buys traditional advertising last. Only when a market is deemed mature does the company begin a media push. The idea is to reinforce, not introduce, the brand. Media is not a tool that we use to establish the market, said vp-marketing David Rohdy. It is a critical part. Its just later in the development. Current ads, titled Red Bull gives you wings, focus around an animated bull character. The initial spot is set in the Renaissance era, where an artist is telling the man who commissioned his painting that he has created the perfect piece of art: Red Bull. Itll give you wings, he said. Indeed, in another ad, an energized bull is shown leaping over a city. The ads have begun airing during late-night TV in New York, and radio programs including The Howard Stern Show. A Santa Monica-based shop, Lunch, handles ads and POP materials for the entire U. S. Red Bull typically creates two new TV spots a year and runs them in mature markets. The brand spent $100 million in the U. S. last year, according to the company Measured media spending was only $18. 9 million last year, up from $9 million in 1999, per Competitive Media Reporting. Red Bulls runaway popularity had given it easy entree into mass merchandisers. It is currently the No. 1 product in Store24, where it is now a bigger seller than beer, milk, water and soda. 7-Eleven is experiencing similar results. We have seen double-digit growth [in the non-carbonated segment]. Red Bull tops the list big time, said Jim Jackson, category manager for non-carbonated beverages at 7-Eleven, Dallas. [Their success is due to] their single-product focus, major advertising dollars and distribution. They create demand before they even get it to retail. The picture may yet change, as Red Bull is now facing more than a dozen imitators, most notably Cokes KMX and A-Bs 180. Knockoffs they may be, but distributors say they have been moving extremely well. Weve done a lot of the dirty work for them, Rohdy said. Pichler was a bit more engaging. Were a fan of competition. Its a positive for us, he said. It validates the energy drink category. Red Bull has already experienced the c opycat phenomenon overseas. The company doesnt appear to be concerned, however, having hit the $1 billion worldwide sales mark. Besides, observers have said the also-rans dont have a prayer. Red Bull seems to have a cooler in every bar in every city. The sales force, thats all they do, said one new age beverage executive. The big guys will not put that much energy into it and will lose interest when they dont make any headway. After conquering the U. S. , the Red Bull army plans to move on. It is currently making headway in Brazil and South Africa, though South America and Africa as a whole remain largely untapped. If history repeats itself, it wont be long before everyone on the planet gets their wings.

Consecuencias de tener bebé en EE.UU. como turista

Consecuencias de tener bebà © en EE.UU. como turista Tener un hijo en Estados Unidos mientras se est en el paà ­s en condicià ³n de turista puede tener consecuencias migratorias positivas y tambià ©n muy negativas. Esto aplica a aquellas personas extranjeras que ingresan con visa de turista, con visa lser tambià ©n conocida como tarjeta de cruce y, por à ºltimo, a los que ingresan sin visa bajo el Programa de Exencià ³n de Visados. En este artà ­culo se explica el efecto positivo y por el que realmente los padres pueden sentirse inclinados a que su bebà © nazca en Estados Unidos. Pero tambià ©n se hace referencia pormenorizada a las posibles consecuencias negativas, ya que cada vez son ms frecuentes y, por regla general, puede decirse que los padres nunca piensan en ellas, hasta que se encuentran con el problema. Por à ºltimo, se explica cà ³mo evitar las consecuencias negativas para lo cual se menciona cul es el costo medio de dar a luz en Estados Unidos, el paà ­s de todo el mundo donde es ms caro nacer. Consecuencias positivas cuando turista da a luz en EE.UU. Todos los bebà ©s nacidos en el paà ­s son ciudadanos americanos desde el momento de su nacimiento con la excepcià ³n de los hijos de diplomticos que se encuentran en Estados Unidos en dicha funcià ³n. En este caso, el bebà © adquiere la nacionalidad de sus padres. El resto de bebà ©s, es decir, los que no son hijos de diplomticos destinados en Estados Unidos, adquieren la ciudadanà ­a en virtud de lo que se conoce como ius soli. Es indiferente el estatus migratorio de los padres, tampoco importa  si residen habitualmente en Estados Unidos o solamete estn de paso o disfrutando una temporada. Con el acta de nacimiento del recià ©n nacido se puede obtener un pasaporte para el menor, teniendo en cuenta que para solicitarlo han de estar presentes el bebà © y los dos padres y, si no fuera posible la presencia de ambos, hay que cumplir con otros requisitos legales. El nià ±o o la nià ±a ser ciudadanos americanos de por vida, a menos que renuncien expresamente a ser estadounidenses o de adultos realicen alguna accià ³n que tenga como castigo la pà ©rdida de la nacionalidad. Seguirn siendo estadounidenses aunque al poco de nacer regresen al paà ­s de sus paps y vivan all el resto de sus vidas y adquieran tambià ©n la ciudadanà ­a de los padres. En cuanto a posibles derechos migratorios de los paps de un nià ±o ciudadano americano hay que decir que existen muchas ideas equivocadas, ya que un ciudadano estadounidense menor de 21 aà ±os jams puede reclamar papeles para sus padres. Y aà ºn en ese caso existen là ­mites segà ºn el estatus migratorio de los padres en Estados Unidos. En otras palabras, dar a luz en Estados Unidos no da derecho a los padres a quedarse en el paà ­s ni a regular la situacià ³n. Por à ºltimo, hay que tener en cuenta otra cuestià ³n importante, que es la de la doble nacionalidad. Estados Unidos no pone problemas a la hora de que un bebà © nacido en el paà ­s adquiera tambià ©n otra nacionalidad por razà ³n de sus padres. Sin embargo, no todos los paà ­ses admiten la doble nacionalidad, por lo tanto ese es un tema que cada padre y madre debe verificar con su embajada o consulado. Consecuencias negativas de tener un hijo en EE.UU. como turista Para evitar tener problemas hay que tener un seguro mà ©dico o pagar del propio bolsillo todos los gastos mà ©dicos derivados del nacimiento. En este punto destacar que es prcticamente imposible obtener un seguro mà ©dico en Estados Unidos o en otro paà ­s que cubra a los turistas los gastos de dar a luz. Esto significa en la prctica que el padre y/o la madre deben hacerse cargo de los gastos del nacimiento del bebà © y de posibles cuidados mà ©dicos que necesite la madre. El problema es que en Estados Unidos dar a luz es muy caro, si bien hay importantes diferencias entre estados. Asà ­, segà ºn datos de International Federation of Health Plans, el costo medio de dar a luz de forma natural y sin complicaciones es de $10.808. En el caso de ser necesaria una cesrea, el costo medio es de $51.125, segà ºn datos de Childbirth Connection. Los gastos se incrementan en el caso de complicaciones, partos prematuros y necesidad de incubadora o partos mà ºltiples. En muchas ocasiones los paps extranjeros desconocen que estos son los costos y cuando llega el momento del parto acuden al hospital sin seguro mà ©dico y sin dinero suficiente para cubrir los costos. En estos casos, se le asigna un trabajador social y el recibo ocasionado por el nacimiento lo cubre Medicaid  de Emergencia, un seguro gubernamental que cubre los gastos mà ©dicos de los estadounidenses ms pobres y de ciertos extranjeros como residentes permanentes legales en casos muy concretos, refugiados y asilados. Y aquà ­ es donde se origina el problema, al ocasionar un gasto a las arcas pà ºblicas americanas y convertirse asà ­ en lo que se conoce como una carga pà ºblica. Posibles consecuencias de no pagar gastos de nacimiento Si no se paga por el nacimiento de un bebà © y Medicaid se hace cargo del gasto pueden surgir graves problemas migratorios. En primer lugar, la visa de ambos padres puede ser revocada o cancelada. Para entender esto hay que recordar que una de las condiciones para que se conceda la visa en primer lugar es probar que no se va a ser una carga pà ºblica para el gobierno americano. Y al dejar sin pagar una factura mà ©dica a la que debe hacer frente Medicaid se ha hecho precisamente eso. Por lo tanto, es muy posible quedarse sin visa. Adems, puede que el titular de la visa no se entere de que à ©sta ha sido cancelada hasta que intenta entrar de nuevo a Estados Unidos y se encuentra con problemas en la aduana y que no se le permite la entrada. Asimismo, puede suceder que cuando se va al consulado a renovar la visa, se niegue la solicitud. Esto aplica tambià ©n a los padres con visa lser y a los que ingresaron sin visa por el Programa de Exencià ³n de Visados. En este caso, podrà ­an perder este privilegio. El problema no suele surgir de inmediato, sino en el momento de renovar la visa o la ESTA o cuando se solicita la renovacià ³n del pasaporte estadounidense del hijo. Por el tipo de preguntas que se realizan en los formularios queda claro que el bebà © nacià ³ cuando la mam estaba como turista en Estados Unidos y se pueden hacer preguntas para determinar si los padres pagaron por el parto y pueden demostrarlo o, por el contrario, si fueron una carga pà ºblica.  ¿Es posible arreglar el problema pagando ms tarde a Medicaid? No, no es posible. Esto lo intentan muchos padres cuando se encuentra con el problema entre las manos. Pero Medicaid simplemente no tiene establecido un trmite para recuperar el dinero en estos casos, sà ³lo cuando ha habido fraude. A consecuencia de ello, esa deuda queda siempre ahà ­ pendiente y puede ser el origen de muchos disgustos relacionados con rechazos de visas y otras peticiones migratorias.  ¿Quà © hacer cuando se viaja a EE.UU. para evitar estos problemas? La solucià ³n es viajar siempre con un buen seguro mà ©dico y/o con dinero suficiente para hacer frente a gastos sanitarios. Es muy importante tener en cuenta que los gastos mà ©dicos en Estados Unidos son altà ­simos y que un parto sin complicacià ³n alguna puede costar varios miles de dà ³lares. Hay que destacar que muchos seguros mà ©dicos excluyen cubrir por un parto en el extranjero y que ningà ºn seguro mà ©dico de Estados Unidos va a cubrir por un parto de una persona de otro paà ­s que quiere venir a dar a luz aquà ­. Si pagà ³ por el parto es muy recomendable que lleve consigo las facturas siempre que viaje a Estados Unidos. Si surge un problema en la aduana por este motivo, conveniente tener a mano justificacià ³n del pago. Tambià ©n es altamente recomendable  no quedarse ms tiempo del permitido, ni siquiera alegando que se recià ©n se tuvo un bebà © y que estaba muy chiquito para viajar o que estaba enfermo o la madre no estaba recuperada del parto. Esa no es razà ³n vlida para permanecer en Estados Unidos ms all del tiempo autorizado.   Precisamente para evitar posibles problemas en los que se puede incurrir por ignorancia, es recomendable  tomar este  quiz, trivial o test sobre visas  de gran ayuda para conocer lo fundamental sobre cà ³mo obtener la visa y cà ³mo conservarla. Curiosidad sobre bebà ©s hispanos en Estados Unidos El alto à ­ndice de nacimientos latinos en Estados Unidos ha colocado a los hispanos como la minorà ­a ms numerosa, habiendo sobrepasado a los afroamericanos. Un reflejo de ello es que tres apellidos hispanos se encuentran entre los 10 ms comunes. Este artà ­culo es meramente informativo. No es asesorà ­a legal para ningà ºn caso en particular.

Are Social Networking Cites a Gateway to Infidelity Research Paper

Are Social Networking Cites a Gateway to Infidelity - Research Paper Example This paper will focus on how social networking has greatly led to promotion of infidelity in the society. Social networking websites have had a long history in our society but the period at which it made its breakthrough was in the twenty first century specifically in 2004. The main reason for invention of these sites was to bring people together; they can be either close friends or strangers who have common interests. The internet does not restrict one to communicating to his specific friends but rather have a chance to meet new people and create new relationships. Face book is one of the most popular website all over the world; most people have embraced this social networking in facilitating communication. It is no wonder that some have even adopted it ii carrying out businesses. This is made possible by carrying out advertisements, the reason why most business people adopt this website is the population that uses face book, and business people understand that they are able to get their target market through face book. Apart from face book, there are other social networks that have greatly affected peoples life’s, they include, MySpace, black planet, linked in, twitter and Habbo. Popularity of each website is influenced by factors like race, ethnic and nationality (Buss, 2000 ). As much as the internet has contributed to far-reaching advantages to an individual, other factors have affected negatively to the well being of the society. According to research levels of infidelity are becoming rampant, a factor that has been promoted by social networking. Internet leads to easy access of different individuals of different sexes. The reason to why this has been made possible is the capability of sharing instant messages between different parties by use of emails. Due to this, most marriages have broken leaving most couples single (McKenry, 2009). Different social network websites have different features that have facilitated easy communication between differ ent individuals. It is easy to choose what gender to communicate to due to availability of one’s profile outlining all details about a person. MySpace for example, allows one to view one profile, which include a photograph. These sites have posed a challenge to most marriages in the sense that, most married men and women participate in flirting using different social networks. Some do not uphold the values of marriage nor societal requirements on marriage but rather, have their own egocentric interests they would like to fulfill. When some couples are faced with challenges in marriage, they choose to seek solace from social networking website. A woman who does not have a voice in her marriage for example, may choose to use the internet as a way of seeking recognition and appreciation from other men, something she does receive from her husband (Harvey, 2006). THE NEW AGE OF CHEATING: ONLINE INFIDELITY Emergence of computers is one of the reasons to why internet access has beco me worldwide. People are now able to get information faster than it was in the past years. People are able to access information through different means for instance, uses of emails, different chat rooms have been introduced to facilitate faster communication and finally use of instant messaging. People are allowed to use different identities while chatting online, therefore if not carefully used the internet can lead to one