Totalitarianism In Fahrenheit 451 - 1899 Words

Totalitarianism is the most radical denial of freedom. It describes a society with no rights and no control over one’s own thoughts or actions. According to the Online Oxford Dictionaries, totalitarianism is, â€Å"a system of government that is centralized and dictatorial and requires complete subservience to the state† (https://en.oxforddictionaries.com). In other words, totalitarianism is a society controlled by a government, composed of a limited amount of people, with complete control over the population. Throughout Fahrenheit 451, Ray Bradbury entails of a society controlled by a totalitarian government, providing insight on how its mechanics function. Bradbury, a renowned writer especially for his visions of the future expressed†¦show more content†¦Fear is a common technique adopted by totalitarian governments in order to maintain control. Bradbury demonstrates the use of fear, in Fahrenheit 451, through the public burning of books; â€Å"Burn all, bur n everything. Fire is bright† (Badbury 58). Fire is big, bright and noticeable. Books are burnt for everyone to see, in order to create a population who do not rebel, since they become fearful of having their houses burnt down as well. After committing a crime, escape becomes the only option to avoid punishment, such as condemnation. However, the Mechanical Hound creates a sense of no hope for the population to escape, since it never fails demonstrated when the television report says, â€Å"[the] Mechanical Hound never fails. Never since its first use in tracking quarry has thus incredible invention made a mistake.† (Bradbury 126). The Mechanical Hound is flawless. With a sniff of a person’s scent, it can successfully track them without failing. Therefore, the public looses hope in liberation, making it futile to rebel. The consequences enacted by the authorities when one breaks the law causes people to refrain from revolting, enabling the maintenance of discip line through fear. In addition, fear helps mask the inadequacies of the government. The war is a tool used by the government, exemplified when Mrs. Phelps says, â€Å"He’ll beShow MoreRelatedTotalitarianism In Fahrenheit 4511482 Words   |  6 Pagesto adapt to an ever increasing prominence of technological advances that were changing their daily lives. Reliance on technology that is perpetually forced upon a populace in order to pacify them as depicted in Ray Bradbury’s â€Å"Fahrenheit 451†, creates seeds of totalitarianism that are allowed to be sown and thrive. Although written for science fiction pleasure; Bradbury externalizes a multitude of his own fears such as technology, censorship, and the ideas lured to ideas that exude a utopian faà §adeRead More1984 And Fahrenheit 4511505 Words   |  7 PagesOrwell, and Fahrenheit 451, by Ray Bradbury, the concepts of totalitarianism and censorship are addressed in various ways. Both texts are of dystopian fic tion, set in post-nuclear war nations, although they are somewhat of a different nature. The concepts of totalitarianism and censorship are explored throughout the texts by addressing the issue of ‘knowledge is power’, the use and abuse of technology and the desensitising of society. Although these are mentioned in both 1984 and Fahrenheit 451, they areRead MoreThe Loss of Personal Freedoms in a Totalitarian Government Essays1810 Words   |  8 Pagesoccupation. In fact, these citizens have no rights. They cannot speak freely, they do not enjoy any personal freedoms or privacy, and the media is aggressively censored. This is the world of George Orwell’s 1984 and Ray Bradbury’s Fahrenheit 451. The protagonist of Fahrenheit 451 is Guy Montag, and he is a fireman. His job is to destroy books completely by setting fire to them. Winston Smith is the main character in 1984, where he works as a civil servant in the lower class ruling party. Both of theseRead Mor e`` Nineteen Eighty Four And Fahrenheit 451 By Ray Bradbury3066 Words   |  13 Pagesâ€Å"If everyone is thinking alike, then no one is thinking.† - Benjamin Franklin Explore the themes of individuality and conformity in ‘Nineteen Eighty-Four’ and ‘Fahrenheit 451’ In ‘Nineteen Eighty-Four’, by George Orwell, and ‘Fahrenheit 451’, by Ray Bradbury, individuality and conformity are presented as fundamental toward the stability of both societies: without the command over these two factors the governments’s influence on the masses would â€Å"break down†. Accordingly, in order to maintain dominanceRead MoreFahrenheit 451: The Future is Now Essay2640 Words   |  11 Pagessociety mirroring the world in Bradbury’s novel among other dystopian novels of the time. His society fits the idea of totalitarianism in the fact that it is a â€Å"form of government that theoretically permits no individual freedom and that seeks to subordinate all aspects of the individual’s life to the authority of the government† (Britannica). This can be seen in Fahrenheit 451 in the way people are controlled by the television and in the way firemen deal with people who possess books. It is alsoRead MoreGeorge Orwe ll s Fahrenheit 451 1092 Words   |  5 Pagesdystopian texts; 1984 and Fahrenheit 451. Orwell’s 1984 was committed to paper under the backdrop of the Stalinist totalitarian regime in the Soviet Union, where the freedom of thought had been abolished; which parallels the fascist sovereignty of 1984, governed under the omnipresent puppeteer, Big Brother. Intended to be a warning to humanity concerning the â€Å"poisons of totalitarianism† (Orwell) which denies individuals of basic rights. Similarly, Ray Bradbury’s Fahrenheit 451 was scribed during theRead MoreThe Handmaid s Tale And Fahrenheit 4511560 Words   |  7 PagesThe Handmaid’s Tale and Fahrenheit 451 are similar novels because they both portray the disciplines in the humanities of literature and film. Both novels present issues that are related to the disciplines of government and political science. The protagonist in each novel is placed in a situation that they are powerless in which is due to the oppression of their dystopian society. Although everyone else has conformed to this n ew society, Offred and Montag have realized that the societies they areRead MoreThe New World And Fahrenheit 451 Essay864 Words   |  4 PagesTreasury, once said â€Å"if you do not stand for something, you will fall for anything.† The formation of an individual’s beliefs, sense of belonging, and sense of community all stem from the realization of self identification. Brave New World and Fahrenheit 451 both depict a futuristic society where self identification is either being stripped from citizens or has been completely eradicated altogether. The rise of technology in both societies has usurped the importance of knowledge and personal experiencesRead MoreRay Bradbury s Fahrenheit 4511528 Words   |  7 Pageshelped shape great minds and influenced the education system. Picture the extent of the effects of a world so insipid, one where socializing is no longer a norm and abstract thought is rare and frowned upon. That is exactly what Ray Bradbury’s Fahrenheit 451 depicts through the perspective of its protagonist, Guy Montag. Through his eyes, we experience life with the consequences of the extinction of books. History itself has proven the devastating event that is book burning; Nazi Germany’s book burningRead MoreFahrenheit 451 By Ray Bradbury1038 Words   |  5 PagesThroughout Fahrenheit 451, Ray Bradbury demonstrates a different kind of censorship. He exposes an insidious censorship that is brewed from distraction. The distraction is achieved by the banning of books, claimed to be a step toward equality. But, Bradbury shows that without intellectual freedom, equality is an empty promise which leads itself to totalitarianism and rebellion. The society in Fahrenheit 451 despises book. One of the reasons why the population decided to remove published document

I am The Universe - 891 Words

Everyone is responsible for their own actions. Moreover, Fate is just a scapegoat if something goes wrong. Captain Ahab, a character in the novel Moby Dick by Herman Melville, is a victim of his own negligent actions. As a result, he faces an unfortunate death from the fury of the white whale. Ahab places all of his hate on the whale, whom is later referred to as Moby Dick, because he lost a leg to him. He thinks that Moby Dick represents all of the hatred and evil in the world, and that he must go and destroy it. Yet, he is fully responsible for his own death due to the fact that he overlooked the warning signs that Nature and God provided for him, lacked communication between him and his shipmates, and preferred to be isolated from the†¦show more content†¦It was Ahab’s way of still wanting to pursue Moby Dick rather than just hunting whales for a living. As well as ignoring the bad omens hurled at Ahab from Nature, he had also lacked a sense of communication. On the first gam that the Pequod had with the Goney, Ahab does not wish to board the other ship because of â€Å"the wind and sea betoken storms† (230). Ishmael, who is the narrator of the story, tells us that he thinks that â€Å"[Ahab] cared not to consort, even for five minutes, with any stranger captain, except he would contribute some of that information he so absorbingly sought† on Moby Dick (230). Ahab’s obsession of killing the white whale had clearly overpowered him to the point where he was not even willing to find out information about other news of any worth. Ahab continued to show his lack of communication by ignoring the many warnings exchanged by ships that have come across Moby Dick and had lost many crewmembers. One ship that had lost a member was the Delight had thrown the dead body overboard, so that the Pequod â€Å"was not quick enough to escape the sound of the splash that the corpse soon made as it struck the sea† (518). Yet again letting his monomaniac madness take over him, Ahab listened to his desire and continued on with sailing after Moby Dick. As well as lacking communication, to make matters even worse and to make him more deserving of hisShow MoreRelatedEssay about The Universe Defines Who I Am828 Words   |  4 PagesWho Am I You asked me to define who I am which makes me chuckle a little. I simply cannot define myself; everything else does. The way that I perceive myself does not define how everyone else in the world defines me. I guess you can say that the universe defines who I am and what I live for. We were all born and created for the same purpose. God himself gives us the opportunity to find out what that purpose is. When finding what that purpose may be, to me, is the only way to truly define who youRead MoreBased on the book I have read, Man The Universe, written by Mostafa Al-Badawi, I am overwhelmed.600 Words   |  3 Pages Based on the book I have read, Man The Universe, written by Mostafa Al-Badawi, I am overwhelmed. To be honest, this is my very first time reading such book, ilmiah book, because I know I really dont like reading at all. Not even reading novels. I have very least interest in reading! But since, reading this book is one part of the assignment to be completed in Historical and Philosophical Foundations of Malaysian Education, I still have to read it until the last page ofRead MoreDescartes Claim Of The Universe1211 Words   |  5 PagesDescartes’ claim of â€Å"I think, therefore I am†, is an attempt to establish a firm foundation for the understanding of the universe and explores the ideas of the self and what we can know to be real. However, there is one major flaw in this approach. That flaw is how we are to create this foundation when before it we had nothing and the paradoxes in the creating definitions of words. His goal is to better understand what he is in order to reestablish the foundations of his understanding of the worldRead MoreSpeech : Parallel Universe Is Exist1127 Words   |  5 PagesTitle of Speech: Parallel Universe Specific Purpose: To persuade the audience that Parallel Universe is exist. Thesis Statement: I am here to persuade you that Parallel Universe is exist, it is possible because the scientist discovery and theory. Introduction I. Attention-getter/Opener: I am going to tell a little phenomenon about something we might have had, the Deja vu. People some time have the experience of familiar with someone, or some scene, However, those people were never had a chanceRead MoreDescartes Claim Of The Universe1216 Words   |  5 PagesHow Fix a Universe That is Nothing but Paradoxes Descartes’ claim of â€Å"I think, therefore I am†, is an attempt to establish a firm foundation for the understanding of the universe and explores the ideas of the self and what we can know to be real. However, there is one major flaw in this approach. That flaw is how we are to create this foundation when before it we had nothing and the paradoxes in the creating definitions of words. His goal is to better understand what he is in order to reestablishRead More The Free Will/Determinism Paradox Essay1279 Words   |  6 PagesThe Free Will/Determinism Paradox Most of us humans, I would guess, prefer to think we have free will. That is, we prefer to think we are able to make choices or decisions based upon our own unique volitions. Such thought appeals to our vanities. If we make â€Å"good† choices and decisions, our self-esteem is elevated, and this gives us pleasure. On the other hand, most of our knowledge leads us in the direction of believing the universe’s functions are deterministic. That is, our knowledgeRead MoreA Interview On My Father s My Dad, The Owner And Founder Of Jefferson Midstate Auto Auction1212 Words   |  5 PagesI would like to preface this report by mentioning that this interview went nothing like I expected. At 7:00pm on Tuesday, March 21st I walked into the office of Brad Hults, the owner and founder of Jefferson Midstate Auto Auction (JMAA). Every Tuesday used car dealers from all over the Midwest come to JMAA looking to buy and sell used cars. My dad, an auto dealer himself, currently works there on sale days (Tuesdays) and it just so happens that my father has connections with Brad. I am lucky enoughRead MoreThe And The Space1044 Words   |  5 PagesStaring down the corridor I see a white blur. Walls are scattered with flickering lights and monitors. As I let go of the walls and push off the ground, I am free , as if I will never touch the ground again; I am floating limp above the Earth. Scott is here with me. Our suits resemble large puffy marshmallows. Mission Control briefs us before we begin. Sometimes it is like the guys back on Earth are purposefully trying to scare us before we begin. Protocols are necessary for our safety as we ventureRead MoreAnalysis Of Nelson Mandela s Death1603 Words   |  7 Pagespicture. There is a large group of people from the weird side of the internet who believe that we are living in a parallel universe. The theory is based on backwards equations and wild imagination of internet dwellers. Believers claim that their false memories of events or mis-spelling of words are not actually false memories, but instead evidence that we are living in a parallel universe. They call this, the Mandela Effect. The concept began with the misconception around Nelson Mandela’s death. For someRead MoreThe Law of Causation: Justification for the Beginning of the Universe?855 Words   |  3 PagesAdequate to the effect and it must precede or c oincide with the effect. For example, a butterfly flapping its wings cannot cause a hurricane, or pulling the trigger on a gun will cause it to fire. Causality can be applied anywhere in the known universe and it will always be correct, or will it? When thinking about causation, it seems that we apply this to life every day and don’t even realize it. For example, finding someone lying on the ground yelling out in pain from a fractured leg immediately

Importance of Business Proposal-Samples for Students-Myassignment

Question: Write a Business Proposal for any Significant Organisational Issue. Answer: Introduction This business proposal is about the incorporation of the digital marketing network in order to enhance the profitability of the business. It is found that those organizations that do not implement the digital marketing in their firm cannot be able to compete in the market for the long period [1]. Therefore, it is considered as the one of the main organizational issue that needs to be resolved in the prior manner. The organization belongs to the clothing sector and the researcher of the report found that with the help of the digital marketing the firm can improve the sales and can be able to promote the products in the most effective and efficient manner. Additionally, this proposal will also enhance the understanding of the relevant authorities towards the goals and objectives that need to be achieved by the company in the limited period of time. Furthermore, the researcher will identify the costing structure along with the timeline of the project activities that need to be analyzed by the management of the organization. However, this proposal will also discuss the benefits that can be attained with the digital marketing. As a marketing manager, the researcher will put the views that would support the incorporation of digital marketing in the business. This would also enhance the understanding of the higher authorities of the organization towards the significance of the digital marketing in this era. Structure It has been found that those organizations that are able to analyze the activities that are involved in structuring of the project can maintain their position in the market for the long period of time[2]. Considering this in mind, it is found that 3 phases should need to be followed in order to structure the digital marketing idea in the organization. Phase 1: A series of interviews with the senior digital and the non-digital marketers should need to be conducted which eventually help the company to lead to various sectors of the market in the limited period of time. Phase 2: A survey or the research should need to be done in order to highlight the main issues that are related with the digital marketing. Phase 3: An online survey should need to be conducted in order to gather the information regarding the feedback of the relevant customers by the relevant senior staff. This is how the marketing manager would make the structure for the implementation of the digital marketing in the clothing organization. Cost (Estimated) It is highly significant for the marketing managers do consider the cost for the implementation of digital marketing in an organization[3]. In addition to this, it can be stated that costing can be done on the rough market average. However, one cannot be sure to estimate the exact amount for this. Digital Marketing Contract Cost The contract for digital marketing revolves around the figure of $1000 - $5000 yearly. In the current scenario the companys management should need to sign the contract for the digital marketing. The Average Cost for Retaining the Digital Marketing Contract in Industry The average fees for the digital marketing contract in the industry is in between the range of $2000- $3000[4]. However, in Europe it is a lot lower. Cost for Having SEO and PPC services It is important for the organization to use all the services of PPC and SEO. It is due to the reason that it help the company to boost the performance of the business in the most productive and efficient manner. However, the cost of these services for the current clothing organization would be around $5000- $6000 annually. The researcher of the proposal has highlighted all the main costs of the project as the manager of marketing of the current organization. Therefore, the relevant authorities in the finance department of the company should need to take notice and evaluate the overall budget for the project. Timeline of the Project It has been observed that making the timeline of the project is one of the most integral elements for the formulation of the project[5]. In addition to this, it can be stated that timeline of the project helps the management to align their goals according to their priorities for the project. On the other side, it further assists as the guideline for all the employees, as by watching the time line the staff members can be able to know that what things they need to done first and what next. Considering the timeline for the current project, it is found that as the marketing manager one should need to prioritize the things in order to implement the digital marketing in the company in the most productive manner[6]. Set the objectives for Digital Marketing Implementation The management of the organization should first need to analyze the importance for the implementation of the digital marketing in this era[7]. Along with this, the benefits that can be attained with the digital marketing must be the objectives of the project; To capture the market for the clothing brand in the entire globe To enhance the profits by promoting the clothing company in many of the regions To improve the performance in the production by being in the market These are considered as the main objectives that need to be fulfilled by the organization with the implementation of the digital marketing. However, as the marketing manager the researcher is aware about the importance of digital marketing in gaining the attention of the audience in the limited but for the long period of time. Analyze the Past Performance of the Company The higher officials that include; the CEO, CFO, Managers and the leading authorities must need to examine the performance of the organization in order to have an idea in the most accurate manner[8]. As the marketing manager of this organization I found that it had become difficult to promote the product in the masses without the digital marketing. Hence, considering this in mind it can be stated that the implementation of the digital marketing would help the company to grow in the most successful manner[9]. In addition to that, it has been found that digital marketing also provides an edge to the company over the other competitors of the market. This is the main reason that most of the organizations now prefer to adopt the digital marketing techniques as it can help the management of the organization to enhance the level of their performance in the most productive manner. Set the Budget for Digital Marketing Implementation Setting the budget for the implementation process of digital marketing is considered as one of the main factors. The main reason behind this is; it provides the organization an opportunity to rule the market. Hire the Experts in SEO Services It is very significant to hire the experts for the SEO services as well as for the content development[10]. It is due to the reason that it provides the most effective way for the organization to improve their performance in the market as it captures the targeted audience. Select the Targeted Audience for the Digital Marketing The management of the organization should need to decide that who would be the individuals as the customers for their clothing company. For the current company, it can be stated that the targeted audience on the digital platform would be the youngsters who like to wear fashionable clothes. Involvement of Marketing Manager in the project The role of the marketing managers is referred as the main back bone for all the new projects. Marketing managers are the individuals who have the brief analysis of the market and they are also aware about the weak points of their organization in the market[11]. Therefore, they are most important persons for the formulation of the digital marketing plan. There are several reasons for this; one of the most important elements is that they can use all the techniques that are required to be used in order to beat the competitors[12]. For this project, the researcher as the marketing manager would suggest all the strategies that can be helpful in obtaining an advantage over the other companies. The marketing manager would also make sure that data which will be used on the social platforms are meeting the criteria of SEO standards. Along with this, the marketing manager would use all the techniques required to gather the attention of the targeted segment of the market in the most effective way. Benefit of the proposal There are so many benefits connected with the formulation of this proposal. The most highlighted benefit of this proposal is that; it provides the in-depth information about why an organization is required to incorporate digital marketing. Along with this, the significance of the project has been highlighted by showing the higher margin of profits with its addition. Also the investors and the other authorities can be able to know about the costing for the project. It is denoted that costing of the project should need to be done in the most effective way so the entire foundation of the project can be built on the most accurate manner[13]. As the marketing manager the researcher has used all the techniques and identified all the relevant issues that can be arisen with the implementation of the digital marketing for the clothing products[14]. The management along with the shareholders of the company is able to identify about the profits and loses that are connected with the project. Thi s is the most basic benefit that can be attained by the formulation or the creation of the proposal. Conclusion In a nutshell, it can be stated that digital marketing is the need of this era. It is due to the reason that it provides an edge to capture the targeted market in the most effective and efficient manner. Along with this, it also provides a platform to the organization to promote and sell their products in the market and among the masses. As the targeted segment of this clothing company are the youngsters so digital marketing would be the best platform for the company to promote their products on the social media websites. It is due to the reason that it is the most widely used platform in the entire globe by the youngsters. Therefore, it can help the company to increase their sales with the digital marketing. The management of the company can be able to resolve one of the most prominent organizational issue of less sale by adopting the digital marketing. References Ryan, D. (2016).Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2015).Marketing: an introduction. Pearson Education. Leeflang, P. S., Verhoef, P. C., Dahlstrm, P., Freundt, T. (2014). Challenges and solutions for marketing in a digital era.European management journal,32(1), 1-12. Chaffey, D., Smith, P. R., Smith, P. R. (2013).eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge Signori, P., Flint, D. J. (2016). DIGITAL Signori, P., Flint, D. J. (2016). DIGITAL MARKETING INNOVATIONS AND THEIR ROLE IN SERVICE ECOSYSTEMS, THE EXCHANGE OF VALUE AND SOCIAL IMPACT.Tiziana Russo-Spenaand Cristina Mele, 259 Ewing, M. T., Ramaseshan, B. (2015). Integrated marketing communications: Conflicts of interest, politics and performance. InProceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference(pp. 265-272). Springer, Cham. Stone, M. D., Woodcock, N. D. (2014). Interactive, direct and digital marketing: A future that depends on better use of business intelligence.Journal of Research in Interactive Marketing,8(1), 4-17. Jrvinen, J., Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement.Industrial Marketing Management,50, 117-127. Percy, L. (2014).Strategic integrated marketing communications. Routledge. Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior.Current Opinion in Psychology,10, 17-21. Quinton, S., Simkin, L. (2016). The Digital Journey: Reflected Learnings and Emerging Challenges.International Journal of Management Reviews. Andrews, J. C., Shimp, T. A. (2017).Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education. Chaffey, D., Smith, P. R. (2017).Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Taylor Francis. Atkinson, D. (2016). CONCEIVING A MARKETING STRATEGY IN THE ERA OF DYNAMIC CAPABILITIES.Economic and Social Development: Book of Proceedings, 386.

Lucozade Essay Example

Lucozade Paper 1: Introduction This report will critically be discussing the marketing strategy, position and the marketing mix employed by LUCOZADE and the use of some principles. Therefore, the analysis will help to identify how brand is positioned in the energy drinks market and how company promotes its product. After analysing existing marketing strategies, recommended future strategies will be given to advice companies of where the brands are leading to and how they will get there. 1. 1 Company Introduction LUCOZADE A pharmacist in Newcastle formulated Lucozade in 1927. He formulated an easily digestible glucose drink that could help recovery from sickness by providing them with energy when they did not feel like eating food. In 1938 the brand was bought by Beecham and was distributed nationwide, soon becoming renowned across the country as a trusted symbol of recovery. However, by the 1970s there was a decreasing role for Lucozade in people’s lives as the general population began to grow healthier as the incidence of illness became less frequent. As a result, sales of Lucozade began to drop. An initial brand repositioning, which remained rooted in health and recovery, sought to position Lucozade as a healthy provider of energy to help people recover from the natural daily lulls in energy they might suffer during the day. It was in 1982 that the most significant and successful re-positioning took place. ‘Aids recovery’ was removed from the bottle and was replaced with ‘Replaces lost energy’. Lucozade became a brand that could provide energetic, busy and successful people with the energy they needed to perform to their full potential. We will write a custom essay sample on Lucozade specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Lucozade specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Lucozade specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In 1990 the Lucozade brand diversified further with the launch of Lucozade Sport, a range of isotonic sports drinks. In balance with your natural body fluids, the brand promised to ‘get to your thirst, fast’. More recently, Lucozade Sport Hydro Active was launched in 2003. 1. 2 Report Summary The objectives of this report for LUCOZADE are: 1. To show how Lucozade develops its marketing strategy and identify the principles and processes involved. 2. To describe the tools and techniques used to produce a strategic marketing plan and show clearly how these have been applied. 3. To investigate whether Lucozade used option generation and evaluation in developing the strategic marketing plan. 4. To develop and produce a written strategic marketing plan for Lucozade. Section 2: Red Bull’s Marketing Strategy The UK total cold drinks market is large and competitive, with many powerful and famous brands with large marketing budgets competing for share. As a result, the market can be an ever-evolving test for brands that wish to continue to grow in a category that is currently worth ? 3. 55 billion. Within the cold drinks market, increases in the soft drinks category have been slowing. However, growth has been driven considerably by the Energy drink sector, which was worth an estimated ? 940 million in 2006 and has grown +26% since 2003. (Source: Mintel Energy Stimulant drinks Market Report August 2006). The Energy drink category continues to grow at pace with brand extensions and new entrants to the market emerging every year. This represents both a challenge and an opportunity for the category’s leading brands. (Source: Nielsen value share data, MAT to December 27th 2006). Since its launch, Lucozade has been the market leader in the Energy drink category with just under 60% value share of the category. Key competitors include Red Bull and PowerAde with 27% and 4. 5% value share respectively. 2003 also witnessed the introduction of several Private Label sport and energy drink launches from the major grocers. The rest of the market is made up with a plethora of smaller brands, predominantly operating in the stimulant drinks sector, and distributed via the Impulse channel and the on-trade environment. | |Red Bull |Solstis |Lucozade Original Energy |Purdeys |Red Devil |Feelfine |Tesco Kick | |Average price |? . 96 |? 0. 90 |? 0. 75 |? 0. 70 |? 0. 90 |? 1. 09 |? 0. 48p | |Pack size |250ml |250ml |380ml |330ml |250ml |250ml |250ml | Section 3: Strategic Marketing Plan 3. 1 PEST Analysis of Red Bull |POLITICAL |If Government imposes health and safety restrictions on the amount of energy drinks that should| | |be consumed, it would affect the amount of energy drinks that are bought. | |If Government introduce import/export charges on the energy drinks market, it may increase/ | | |decrease the amount of energy drinks that are imported and exported. | |ECONOMIC |Inflation would increase the price of drinks and at the same time, consumers’ real disposable | | |income will reduce. Therefore, consumers are likely to buy less energy drinks, as they are not | | |necessities. |SOCIETAL |If company decides to launch its product in a new country, its costs may rise, as it will have | | |to produce different language labels. | | |As the population of youths increase, energy drinks companies may see an increase in the amount| | |of drinks sold. | |TECHNOLOGICAL |More hi-tech technology may enable companies to produce more drinks at a cheaper cost and at | | |the same time improving the quality of the packaging. | |Companies can use the Internet to help advertise and promote its products. It can also sell | | |large quantities of its product direct to its consumers. It is a new way to communicate with | | |consumers i. e. cheap and efficient market research method. | 3. 2 SWOT Analysis of Red Bull Strengths 1. Red Bull is a leader in the ever-growing niche market of energy drinks. 2. The brand has a strong footbold in major markets such as Germany and UK and more recently, (since 2002), the vast US market. 3. Red Bull has a distribution agreement with Cadbury Schweppes; this is positive for further international expansion of the brand. 4. Its network of international subsidiaries are well-developed and will aid the company to effectively move products throughout the globe. Weaknesses 1. Since Red Bull is a private company, it has very few sources to generate capital for international growth and internal expansion in comparison with its public competition. . Red Bull has a lack of diversification in its drinks, although it did release its sugar-free version in 2003. Hence, the company is ‘missing out’ on potential profits that exist in other soft-drink sub sectors. 3. Red Bull firm focus on energy drinks, and hence, if there were to be a drop in demand in the future, it would be left highly vulnerable. Opportunities 1. Red Bull is still quite a new pr oduct in the growing functional drinks market, which leaves a lot of room for development in major markets (eg: UK and US) 2. Expansion of Red Bull’s original line may help to strengthen its customer base (eg: as was seen with the release of Red Bull Sugarfree in 2003) 3. The development of a functional drink is a possibility. Since Red Bull is normally consumed before participation in a sporting event, the company could create an apre-sport, hydrating drink that also replenished vitamis and minerals lost from physical exertion. 4. Continuation of its tradition of entering new markets through the process of on-trade, has potential on an international level. Threats 1. Many ‘copycat’ energy drinks such as Mad Bull and Red Devil threaten to take brand share from Red Bull. Although the company has won most lawsuits, litigation is expensive and the damages remain undisclosed. 2. Red Bull’s sales are threatened by the continued into the drinks market by key drink players such as Coca-Cola with its Powerade brand. 3. Since Red Bull is high In caffeine content and stimulant taurine, it is subject to regulation such as warning labels on cans which the EU imposed in 2002. Furthermore, the drink has been subject to negative press. For example, in Ireland, It was linked to the death of a student (1999) and a murder case (2001). 4. Many small operators also act as a threat because they have a high ‘cool’ value amongst younger consumers with whom energy drinks are popular. 3. 3 Market Segmentation, Targeting and Positioning Here, the notions of market segmentation, targeting and positioning are key to the success of firms’ marketing efforts. Kotler and Armstrong (2004) provide a useful definition: â€Å"Dividing a market into distinct groups with distinct needs, characteristics, or behaviour who might require separate products or marketing mixes (239). Segmentation is important because firms cannot appeal to all customers at once, especially not with the same offering. Rather, firms need to design products and services that fit with particular groups of individuals. Firms can segment their market in a number of ways, including geographical, demographic, psychographic and behavioural segmentation. Kotler and Armstrong (2004: 239-244) provide useful definitions: Geographic segmentation: â€Å"Dividing a market into different geographical units such as nations, states, regions, countries, cities, or neighbourhoods†; Demographic segmentation: â€Å"Dividing the market into groups based on demographic variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality†; Psychographic segmentation: â€Å"Dividing a market into different groups based on social class, lifestyle, or personality characteristics†; and Behavioural segmentation: â€Å"Dividing a market into groups based on consumer knowledge, attitude, use, or response to a product. † Firms may also choose to segment a market using more than one mode of segmentation, such as geo-demographic segmentation. In order to segment a market effectively, the segment must be measurable, accessible, substantial, differentiable and actio nable. Once segmented, a firm should target specific segments. Kotler and Armstrong (2004) provide a useful definition: â€Å"The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter† (239). When firms evaluate the attractiveness of different market segments, they should examine its size and growth, structural attractiveness and the firm’s own objectives and resources. A large or fast growing market may not be the most attractive in the long-term or necessarily fit with the firm’s ability to take advantage of in the near-term. Structural factors, such as those discussed by Porter (1980) including barriers to entry and the intensity of rivalry amongst incumbents will also highlight the likelihood of a new entrant to appropriate existing rents. Ultimately, a firm must select those market segments that it wishes to target, which consist of groups of buyers with relatively homogenous needs or characteristics. The type of marketing strategy that should be employed will vary on the target market, but will broadly fit along four types described by Kotler and Armstrong (2004: 252-254): Undifferentiated (mass) marketing: â€Å"A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer†; Differentiated (segmented) marketing: â€Å"A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each†; Concentrated (niche) marketing: â€Å"A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches†; and Micromarketing: â€Å"The practice of tailoring products and marketing programs to the needs and wants of specific individuals and local customer groups – includes local marketing and individual marketing. † Choosing an appropriate target-marketing strategy will depend on a number of factors. A firm’s resources will determine its ability to serve a wide (or otherwise) market effectively, whilst product and market variability will dictate the need to differentiate the offering and the specific types of customers that may be attracted to its attributes. The placement of the product within the product life cycle will also have an impact, as will the marketing strategies of competitors. Once a firm has selected the segment(s) within which it wishes to compete, it must then choose a specific position within said segment(s) where it will distinguish itself (Kotler and Keller, 2006). This is known as market position (Kotler and Armstrong, 2004): â€Å"Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers† (239). The requirement of market positioning refers more broadly to the notion of competitive advantage. Porter (1985) argued that the purpose of strategic management was: â€Å"to establish a profitable and sustainable position against the forces that determine industry competition†. As such, firms should first identify the unique structure of their industry, in terms of the five forces – the threat of new entrants, the bargaining power of suppliers and buyers, the threat of substitute products and the intensity of rivalry amongst competing firms – that influence levels of competition. On this understanding, firms should then choose to compete on the basis of one of three generic strategic, whether that is overall cost leadership, differentiation or focus (Porter, 1980). Failure to do so will leave firms â€Å"stuck in the middle† (Porter, 1985: 16). The analysis of the firm’s value chain, which exposes its primary and support activities and their contribution to value added, helped the firm to identify the most appropriate generic strategy, as well as adapt its value chain accordingly to better suit the selected strategy and build competitive advantage (Porter, 1985). In this respect, marketers should seek to establish a unique selling point (USP) and strong value proposition that stresses the rationale for buying one firm’s products over another. 3. 4 Red Bull’s Segmentation, Targeting and Positioning Strategy ‘Red Bull gives you wings. This is Red Bull’s international slogan for its energy drink, a product which states not only to increase reaction speed and physical strength, but also to improve the concentration and alertness of consumers. Red Bull is a popular drink amonst men in particular, with its lar gest consumers consiting of athletes, students, and night-clubbers in need of a late night lift. However, the brand is marketed to ‘opinion leaders and hard-working people with active lifestyles’, as the company’s website claims. RED BULL with sugar: |Demographics |Men and women aged 16-29 | |Geographics |Mainly people who are situated in the city, as they are likely to be really busy and tired. Red Bull | | |seems to have a cooler in most bars and clubs in the city as well as in convenient stores. | |Psychographics |People who are tired / stressed and want to relax and have fun. | |Behavioural |Students and young professionals to boost energy during work long day at work. | RED BULL sugar-free: |Demographics |Women aged 16-29 | |Geographics |Mainly in the city where there are many young professional women. | |Psychographics |Drivers who are tired and need and increase in concentration. Women who want an energy boost but are | | |on a diet. |Behavioural |Women who own a car and use it often for long journeys or are always stuck in traffic after work. As | | |well as tired health | Red Bull is one of the dominant forces in the ? 940 million energy drink market. As of 2006, the market had grown 26% since 2004. *Lucozade holds a 60% market share. Its next biggest competitor is Red Bull, with 27% market share (Nielsen value share data, 2006). Lucozade was initially developed as a health recovery product. In the 1980’s it enjoyed a successful repositioning that made it one of the first products targeted at healthy adults who needed energy boost. Since that repositioning it has concentrated on building relationship based partnerships with sporting events, iconic athletes and cutting edge community happenings where it can emphasize its long company history, top notch science and consumer brand familiarity and fondness. Lucozade follows a strategy of brand product expansion. Its makers respond to, and in some ways, drive trends in sports, fitness and energy recovery. There always seems to be a new flavor or new product. These new product’s attributes mirror the changing values and needs of each target consumer. Advertising links the product with known characters that consumers can aspire to, or rely heavily on logical and educational information that emphasize the â€Å"smartness† of users. In contrast, Red Bull succeeds by remaining exactly the same. Consumers can choose with sugar or without. There is no other choice. Instead, Red Bull remains responsive to consumers by expanding the situations where using the product is appropriate. As founder Dietrich Mateschitz says â€Å"We don’t bring the product to the people, we bring people to the product. † Marketing messages are fast paced and quirky. They create lightly specific situations that consumers can relate to, such as driving fatigue, and link Red Bull to the situation as a solution. *Lucozade: Other energy drink brand Red Bull marketing maintains a sense of product mystique that makes consumers feel special, as if they’ve discovered something no one else knows about. Customers can relate to the experience they were having when they encountered the drink and they adjust their values to the attributes of the product. Section 4: Developing and Producing a Strategic Marketing Plan 4. 1 Effectiveness of the Current Plan |Product |Red Bull was launched 17 years ago in 1987. Since then, it has stayed focused on one product. One size. One | | |colour. One sticky, sweet taste. | | |However, in 2003 Red Bull launched a sugar-free version of its original drink. The ingredients are the same | | |apart from the elimination of glucose and sucrose. | | |Red Bull is produced from a number of key ingredients: taurine, glucuronolactone and caffeine. A combination | | |of these ingredients when consumed, should: | | |Increase physical endurance | | |Improve concentration and reaction speed | | |Improves vigilance | | |Stimulates metabolism. | | |Red Bull is packaged in a slim, sleek, silver can. It isn’t sold in a bottle and it doesn’t have script | | |lettering like Coke or Pepsi. This makes it different to other energy drinks. However, many competitors are | | |now launching products, which look incredibly similar to Red Bull. | |Price |Prices range from ? 0. 96 ? 1. 90. | |Promotion |Red Bull’s promotion campaign is sleek and small and original. Even its most profitable strategies have a | | |very low cost. | | |Red Bull has a very effective marketing force: student brand managers. They provide student representatives | | |with free cases of its energy drink and then encourage them to throw a party. By doing so, the good word | | |about Red Bull is spread quickly and cheaply. | |There have been rumours that Red Bull is unsafe for minors and that the drink was linked to the deaths of | | |various teenagers. France has banned the sale of Red Bull altogether. However, Red Bull remains a popular | | |brand and they say that the rumours add to the brand’s mystique. | | |Another way that Red Bull markets its drinks is through people who drive around in Mini’s and Beetle’s with a| | |giant Red Bull can on the back. They find people who need energy and give them a free can of Red Bull. This | | |is a way to introduce Red Bull to the masses. | | |Red Bull relies heavily on bars and nightclubs to help promote its product. Alternative sports have also | | |proven to be a successful product trial arena; the company underwrites a number of extreme sports | | |competitions. Events include the Red Bull Huckfest, a ski and snowboard freestyle competition held in January| | |in Utah; and the Red Bull ‘Flugtag’ (German for flying day), amateur pilots will create exotic flying | | |machines and attempt to soar off the pier. | | |Red Bull uses TV advertising as well, these all feature whimsical sketches of a mysterious Austrian artist. | | |These advertisements serve more to amuse rather than to educate or entice consumers. | Place |Cans of Red Bull and Red Bull Sugarfree are sold in over 100 countries and are mainly sold in retail outlets and | | |bars/clubs in the city. | It has been established previously that the Energy Drinks Market is competitive and continues to grow; there are numerous competitors who emerge each year. Because this market is so competitive, Red Bull need to adopt good quali ty marketing strategies. Red Bull is produced by a private firm, GlaxoSmithKline. Since Red Bull is a private company, it has very few resources to generate capital for new expansion projects in comparison with GlaxoSmithKline. Red Bull was launched in 1987, since its launch, Red Bull has developed rapidly and as a consequence, it has attracted many imitators. Despite these imitators, Red Bull has still maintained its market share. Red Bull has always been promoted with the advertising slogan of ‘Red Bull gives you wings’ and focuses on the stimulant properties of the drink. It hasn’t created new products or re-positioned from its original product. However, a sugar-free version of Red Bull was launched in 2003. This lack of diversification hasn’t affected the sales volume of Red Bull, but they may have missed out on potential profits that exist in other drinks sub-sectors. Red Bull is aimed at men and women who are aged between 16-29. It is targeted at those who are situated in the city as they are likely to be busy and tired after a long day at work. It is also aimed at students who go out to bars and clubs after a long day. Red Bull’s promotion mix: †¢ Internet †¢ Ambient media Red Bull is not sponsored by such organisations; however, it sponsors extreme sports events. Most of Red bull’s promotional activities revolve around sports, and in particular, ‘extreme sports’ which was sourced from the founder, Dietrich Mateschitz, who had a deep interest in snowboarding and skateboarding. These implications are very obvious on the company’s website which includes lists of the many athletes that consume red bull. Such sports include paragliding and surfing. The Red Bull ‘Flugtag’ proves to be a successful way of promoting its product. The ‘Flugtag’ is an opportunity for amateur pilots to create crazy flying machines and attempt to fly off the pier. This has proved to be very popular with many younger people and ties in with the fact that Red Bull has a very effective and low-cost marketing force: student brand managers. Red Bull doesn’t limit its activities to sporting events. It also focuses on promoting its products on school campuses where it pushes brand leaders to sell the product on site. An example of this is in Australia, where literature was handed out, claiming that Red Bull stimulates the brain cells, and therefore the capability to study. Although Red Bull is generally produced for consumption during or rior to times of physical or emotional strain, it also has a reputation of a mixer and hence, sponsors Red Bull Music Academy. Through these strategies, Red Bull can develop a relationship with its consumers and the events which they host provide a good opportunity for youngsters to experience new events and have fun. Even their television advertisements seem to humour the consumers rather than to promote Red Bull. However, because of its high content of caffeine, Red Bull remains in a niche market as it is unsuitable for children under 16, the elderly and pregnant women. 4. 2 Recommendations for Improvement After extensively analysing Red Bull I have come up with various ways in which Red Bull can maintain its market share within this competitive market. In the close future, Red Bull should maintain to develop its international scope, through entering new markets and increasing its strong grip in countries that it already exists in. The best markets at the moment would be markets where energy drinks are only beginning to takeoff (ie: Southern Europe), and not markets such as the UK, due to the ever-increasing pressure from rival drinks. In the US, the market where Red Bull has been gaining strength rapidly since its 1997 launch, space still remains for growth due to the fact that the brand was only available in half of all US convenience stores in 2002. Due to the ever-increasing popularity of energy drinks, the company’s client base also has room to expand and should continue to do so. However, the various lawsuits pursued by the company are indicative of trading difficulties, in particular, the protection of the Red Bull brand, and such difficulties are likely to continue. Red Bull’s 2003 release of sugar-free sub-brand does not appear to have boosted sales. However, despite the first ever variant in the Red Bull portfolio receiving a lukewarm reception, the company may try boosting sales with either another line extension, or even through the development of another brand entirely. Within functional drinks alone, the company has many unexplored avenues available to it, such as hydrating beverage for those fortified with vitamins and minerals. This could also be an advantage to Red Bull just in case the market for energy drinks decrease. In conclusion, strategies that manipulate the market share division are more appropriate to a mature product segment. As long as the energy drink total market grows, both companies should focus on solidifying their consumer base. After the growth of the product market itself stabilizes, than focus in marketing will change to emphasize product switching. Red Bull could develop a brand new product which it could market to its existing client base, but they would firstly have to undertake a lot of research to see whether the new product would be suitable.