The President John F. Kennedy Conspiracy Essay - 1504 Words

Many Americans still remember where they were on November 22nd, 1963. Many could not believe that what they had heard on the radio and seen on TV was real; President John Fitzgerald Kennedy had been assassinated, the youngest ever elected president, and the youngest to have died. Kennedy had become a symbol of the United States’ ideals and future, and with his assassination arose a national sense of fear and distrust. His death caused an incredible commotion in the people and still today, fifty years after, it is impossible to watch the assassination and funeral footage and not feel overwhelmed with questions, mainly who and why. It all happened as President Kennedy was preparing his political campaign for the upcoming elections and†¦show more content†¦He became a suspect for the attempted murder of retired General Edwin Walker, an anti-communist, as â€Å"Oswald appears to have visited Walker’s neighborhood repeatedly during the first week of April [1963],†5 and even though â€Å"the FBI was unable to match the bullet to Oswald’s rifle†¦overwhelming evidence indicates that [he] fired the shot.†6 Because of this and other incidents, the FBI became very interested in Oswald, and kept a close eye on him and his wife, Marina, who was often interrogated regarding Oswald’s whereabouts. In the same month, Oswald left Dallas for New Orleans, which was â€Å"a major center of organized crime.†7 The government had started an intensive fight against organized crime in the United States; its †biggest targets included Sam Giancana in Chicago†¦and Carlos Marcello,†8 who was the boss of the New Orleans crime family and wanted to be removed from the country by President Kennedy and his brother Robert.9 Around the same time, the government had also gotten negatively involved with Cuba, especially with the Bay of Pigs incident, launching a constant war of words between Fidel Castro and President Kennedy. Oswald’s ties with the communists became more evident as he started communication with the Fair Play for Cuba Committee (FPCC), alleging to have been handing out pro-Cuba pamphlets and suggesting that he open a FPCC branch, which he was advised against.10 During the weeksShow MoreRelated`` Libra, By Don Delillo And The Conspiracy Assassinate President John F. Kennedy1226 Words   |  5 Pagesfrom the reported truth. Don DeLillo’s poignant novel Libra is a prime example of historiographic metafiction, bringing fictional characters, conversations, and events together to tell the story of Lee Harvey Oswald and the conspiracy to assassinate President John F. Kennedy. Likewise, philosopher Jacques Derrida poses the idea that the media has total control over the information presented as news. In his interview â€Å"Deconstruction and Actuality,† Derrida states, â€Å"†¦the time of this speaking isRead MoreJohn F. Kennedy Assassination1618 Words   |  7 PagesJohn F. Kennedy Assassination Was John F. Kennedy’s assassination a single shooter or was it a conspiracy? Since November 22, 1963 people around the world have wondered who it was that shot President Kennedy, and what for. So many questions have formed around this event, not just about who the shooter was, but also questions like what might the world have been like today if the shooting didn’t happen? The Kennedy assassination has been a mystery for many years. A lot of people hear about the differentRead MoreThe Assassination of John F. Kennedy1076 Words   |  4 Pages The assassination of John F. Kennedy is one of the most controversial and debated topics in American History. JFK was one of the most beloved presidents of our time. It was November 22, 1963 when JFK was assassinated. Unlike previous presidential assassinations, the JFK assassination is the most conspiracies of all time. The theories are the Government cover up, Mafia influence and Cuban President Fidel Castro. Imagine one person c an do all this planning which Lee Harvey Oswald. There is no wayRead MoreThe Assassination of John F Kennedy1477 Words   |  6 Pagesassassination of John F. Kennedy. The theories are as diverse as the outcomes of investigations conducted at the time of his assassination and continuing to present day. There are many who resolutely believe that Lee Harvey Oswald was a deranged lone gunman with no ties whatsoever to any other person or organization with regard to Kennedys murder. In fact, this group is able to cite some compelling evidence to support this viewpoint. Then, there are others who insist that John F. Kennedys murderRead MoreConspiracy Theories Related to the Assassination of John F. Kennedy1200 Words   |  5 PagesOn the 22nd of November 1963, the 35th president of the United States of America, John Fitzgerald Kennedy, was assassinated in Dallas, Texas. Lee Harvey Oswald was charged with the crime, but was shot and killed two days later by Jack Ruby before he could be taken to trial. The Warren Commission officially determined that Oswald was the lone assassin, however, this conclusion has not been accepted by many. In fact, a 2003 poll reported that 75% of Americans do not believe that Lee Harvey Oswald actedRead MoreAssassination Of John F. Kennedy1002 Words   |  5 PagesThe Assassination of John F. Kennedy â€Å"Our most basic common link is that we all inhabit this planet. We all breathe the same air. We all cherish our children’s future. And we are all mortal.† President Kennedy stated in his commencement speech at American University on June 10, 1963. John F. Kennedy was an American politician who served as the 35th President of the United States from January 1961 to his assassination in November 1963. There are numerous conspiracy theories involving Kennedy’s assassinationRead MoreThe Kennedy Assasination Mysteries Essay1401 Words   |  6 PagesThe Kennedy Assasination Mysteries The Kennedy assassination was a huge part of the 1960s. It still is today due to the lack of information. This lack of information has caused the real truth to become hazy. There are numerous books, web sites, and reports that are filled with stories of conspiracy and lies that were supposedly involved in the Kennedy assassination. This is one of those papers. However, this paper is committed to the research of the truth. The truth being that Lee HarveyRead MoreJohn F. Kennedy s Assassination1739 Words   |  7 Pages John F Kennedy grew up in a wealthy and very political family. His assassination was a shock to many. It was a time of Cold War and the peak of US involvement in Vietnam. It is important to understand the John F. Kennedy regime including both its national and foreign policy. You also need to look into his personal life. This would help to create motives, and find the primary aspect to consider when looking into any homicide, assassination or murder. He was the first pr esident who was a Boy ScoutRead MoreA Look into the Assassination of JFK981 Words   |  4 PagesJohn Fitzgerald Kennedy was born on May 29th, 1917 in Brooklyn, Massachusetts. He was named after his grandfather, John Francis Fitzgerald, who happened to also have a career in politics as the mayor of Boston, Massachusetts. He had 8 siblings, three brothers and five sisters. His parents were Patrick Joseph Kennedy and Rose Kennedy. His early life in Massachusetts helped shape him into one of the greatest presidents America has ever had. Kennedy was an especially bright young man with many talentsRead MoreEssay The Assassination of John F. Kennedy718 Words   |  3 PagesAmerican History is the assassination of John F. Kennedy. JFK was one of the most loved presidents of our time. One article of his death wrote, The day the country weeped(John). The JFK assassination is filled with many conspiracy theories that cannot be proven to be exact facts. Such theories include a Government cover-up†CIA†, Mafia influence, The Illuminati, and Gay Thrill Kill Theory. The idea that lone mind, Lee Harvey Oswald, plotting to kill President Kennedy is too simple to believe. There’s

Sources Of Finance For Smes - 1419 Words

Introduction As the world economy has developed rapidly these years, small to medium sized companies are playing important roles in the acceleration of the global economy development especially in those developing countries. An optimistic finance environment is especially needed to the small and medium-sized company at each stage of their life cycle, from creation through operation, development, restructuring, recovery and beyond. (Agrebi, Mohamed,2009) In this paper, the mainly source of finance to SMEs and the financing difficulties which it may face will be described. The sources of finance for SMEs As the capital of the company can directly impact the whole operation of the company, a lack of money can bring huge lost to the†¦show more content†¦Debt is the money which borrowed from a lender and pay interest on the investment. Equity is the stocks and shares which the company owned now and can be used to convert to cash as a financial investment. Sources of investment which are available for the small and medium sized companies are number of ways and companies need to choose them depend on the nature of the business. Berger, A., and G. Udell (1995) have found that it can be simply classified into two forms of supply money for SMEs which are internal resources and external credit. The internal resources include, retained earnings, current assets, fixed assets and the initial owner financing. Among them the easier one is the retained earnings, as they are liquid assets. This always happens in a small business which not uses this part of money to pay out to the owners but reinvest it into the company. Current assets and fixed assets are the capitals which owned by the company itself but these two kinds of assets have its different chrematistics. Compared to the fixed assets, the current assets can be directly invested into the company because it is consists of only cash or anything that doesn’t waste a long time to be converted into cash. The initial owner financing which are also called the personal savings. It is the backbone of some small business. As it owned by the owners it can be directly used to help the company suffer from the financial risk. Robert Gibson (2014) has

Advocacy Campaign for Child Welfare Free Essays

CHAPTER ONE SITUATION ANALYIS To be able to come up with a good child welfare advocacy, the group assessed the external and internal situation. This chapter evaluates the situations and trends in a particular advocacy. It provides the information needed for planning. We will write a custom essay sample on Advocacy Campaign for Child Welfare or any similar topic only for you Order Now Background of Child Welfare Child welfare is a government- run service for protecting children and young people who are underage which are still vulnerable to abuses like commercial sexual exploitation, trafficking, child labor, and harmful traditional practice. It is estimated that in our country, about 100,000 children die each year from preventable diseases, more than 2 million school age children are not studying, there were also upwards of 2 million working children and that street children number about 200,000 in 57 cities. UNICEF figures out the number of sexually prostituted children at around 60,000. There are many organizations here in the Philippines that promote child welfare that has one common goal which is to help many children, especially children who are homeless and had been abandoned by their love ones. According to Presidential Decree No. 663 dated December 10, 1974 regarding the Child and Youth Welfare Code Art. 3. Right of the Child clearly states that: All children shall be entitled to the rights herein set forth without distinction as to legitimacy or illegitimacy, sex, social status, religion, political, antecedents, and other factors. (1) Every child is endowed with the dignity and worth of a human being from the moment of his conception, as generally accepted in medical parlance, and has, therefore, the right to be born well. 2) Every child has the right to a wholesome family life that will provide him with love, care and understanding, guidance and counseling, and moral and material security. The dependent or abandoned child shall be provided with the nearest substitute for a home. (3) Every child has the right to a well-rounded development of his personality to the end that he may become a happy, useful and active member of society. The gifted child shall be given opportun ity and encouragement to develop his special talents. The emotionally disturbed or socially maladjusted child shall be treated with sympathy and understanding, and shall be entitled to treatment and competent care. The physically or mentally handicapped child shall be given the treatment, education and care required by his particular condition. (4) Every child has the right to a balanced diet, adequate clothing, sufficient shelter, proper medical attention, and all the basic physical requirements of a healthy and vigorous life. 5) Every child has the right to be brought up in an atmosphere of morality and rectitude for the enrichment and the strengthening of his character. (6) Every child has the right to an education commensurate with his abilities and to the development of his skills for the improvement of his capacity for service to himself and to his fellowmen. (7) Every child has the right to full opportunities for safe and wholesome recreation and activities, individual as well as social, for the wholesome use of his leisure hours . 8) Every child has the right to protection against exploitation, improper influences,   hazards, and other conditions or circumstances prejudicial to his physical, mental, emotional, social and moral development. (9) Every child has the right to live in a community and a society that can offer him an environment free from pernicious influences and conducive to the promotion of his health and the cultivation of his desirable traits and attributes. (10) Every child has the right to the care, assistance, and protection of the State, particularly when his parents or guardians fail or are unable to rovide him with his fundamental needs for growth, development, and improvement. (11) Every child has the right to an efficient and honest government that will deepen his faith in democracy and inspire him with the morality of the constituted authorities both in their public and private lives. (12) Every child has the right to grow up as a free individual, in an atmosphere of peace, underst anding, tolerance, and universal brotherhood, and with the determination to contribute his share in the building of a better world. The Helping Juans group would like to market our advocacy and also to contribute in giving awareness to everyone about child welfare especially the parents simply because we would like to educate them regarding concerns about the welfare of each and every one’s children, meaning, we love our children and they should be provided with all the support, either physically, financially, emotionally, spiritually, and morally. Every child has their own rights and every one of them need to be treated in a right way. But the child welfare in the Philippines is not given that much attention because the kind of governance we have now is corrupt and cannot be dependable all the times because of countless problems that our country is facing and it is sad to say that number of street children are increasing. But if our government will just make up for all their mistakes and give more attention to our real problems especially the lack of funds on every department including DSWD (Department of Social Welfare and Development), it would be a great relief to everybody especially those children who are in an orphan who had been abandoned and just relying to their orphanage. CHAPTER TWO ADVOCACY CAMPAIGN Christmas for Little Juans is an advocacy campaign introduced by Helping Juans, a group composed of nine members from MA101. We made this group for us to help abandoned children even with just simple things, like feeding them, giving them gifts and showing them love especially to this kind of season. These children are often working in very difficult circumstances without enough food to eat and decent place to sleep. The street is their only home. Our advocacy campaign is to raise awareness about these children. We want them to be recognized and at the same time to be cared and sheltered. It is our organization’s ultimate goal in raising awareness about these kids and also in gathering support for the welfare and benefit of street children in Manila. We are volunteer based and believe that the money our donors give should be used wisely and efficiently as possible. The target participants for our advocacy campaign were the Asia Pacific College community particularly the students of APC. But that doesn’t mean that the campaign is limited only to these people, but instead, they are just mainly the market. APCians, together with the faculty and staff, were encouraged to join to help the group gain funds for their advocacy campaign and help their beneficiary foundation. These participants didn’t regret helping the campaign but instead touched their hearts and realized how important helping the needy people is. The group did not just help others but also helped themselves because by helping other people to the best of their ability, they automatically helped themselves. Helping Juans believed that it is their group’s as well as the entire mankind’s obligation to make sure these kids get proper place to live, proper education and proper treatment, so that they can appreciate their lives and look towards the brighter side and maybe, someday they can also make an impact in this world. CHAPTER THREE PARTNER ORGANIZATION The My Father’s House (MFH) is a licensed, nonprofit child caring organization serving the abandoned, neglected and orphaned children. This organization aims to introduce each child to Jesus Christ with the hope that they come to know Him as Lord and Saviour of their lives through the promotion of discipline and obedience under God’s love and principle, provide programs and services to develop self sufficiency and independency, place children in loving stable Christian homes for their protection and security, and implement holistic programs that will empower children and youth. The organization has a total of 64 students, 10 of which are youth scholar under the Independent Living Program. Others were declared abandoned and voluntarily surrendered by parents. They train these children to observe respect and politeness on their behavior and it is observed that the children have become more accepting of one another and of the authority that the adults have over them. They also implement behavior modification strategies so they would become more open to caregivers and social workers. Children are being adopted by Filipino, American, Spanish and Finnish families. They are open to people who are willing to help and give hands to the children. They prefer clothes, school supplies and food for the children. MFH is located at 135 Ramona Tirona corner Sison St. , BF East Phasi VI, Las Pinas, their location is inside the subdivision and it has a high security which they can have the assurance of the children’s safety. They have places for children to sleep, eat, study and play. They have 3 bed rooms, one room for girls, one room for boys from 5-12 and another for teenagers. They have a kitchen which serves good food and they eat as a family. They have a separate building for studying and well trained teachers for them. They have court, play ground and a pool for the children to enjoy. MFH has several partners like Benny Hinn Ministries and Partners, Department of Social Welfare and Development (DSWD), Inter-Country Adoption Board (ICAB), Association of Child-Caring Agencies in the Philippines (ACCAP), KRAFT Philippines, and Wide Horizons for Children, etc. CHAPTER FOUR OBJECTIVES General Objectives: To be able to raise child welfare awareness in the Asia Pacific College community effectively * To inculcate to the minds of the people the essence of child welfare * To build up empathy for these children * To let the orphans experience God’s loving touch by sharing food, gifts and clothing * To share love and care during the Christmas season CHAPTER FIVE INTEGRATED MARKETING COMMUNICATIONS STRATEGIES The group planned to promote â€Å"Christmas for Little Juans† through print ads and through the use of social networking sites such as Twitter and Facebook. It was found to be more effective as the target market of this advocacy campaign, the Asia Pacific College community is usually inclined with these media, so the relay of the message of â€Å"Christmas for Little Juans† is effective and efficient. A. Viral Marketing Viral Marketing was executed through the use of Facebook. The group has created a fanpage, â€Å"Christmas for Little Juans,† so that they will be able to disseminate announcements and updates easily. Aside from that, it also helped them also be easy to get feedbacks from its participants. B. Advertising Print advertisements were produced so that it will be posted in the bulletin boards. By doing this so, the APC community was able to be aware of that the group campaigns for. C. Public Relation The group built a good relation with their sponsor companies and because of this, these companies helped them fund the advocacy. In addition, they have also talked and discussed to some professors their advocacy campaign. In return, some professors allowed their students to attend the activities the group has prepared. D. Selling The group sold ballers to introduce the campaign to their target market. These items were sold through the micro blogging sites, Facebook and Twitter to minimize costs since selling these items in the cafeteria costs a lot because the group must pay additional expenditure for occupying a space in the caf. On the other hand, they also held a film showing at room 415. * Ballers The group saw the trend of wearing ballers in school so they have thought of selling this item for a cause. In a baller is a statement that says, â€Å"I support Child Welfare. † It was a good way of introducing the campaign since it spoke for what the group campaigns for. The group was able to get it for P35 each and was also able to sell it for P60, making a profit of P25 per baller. * Sponsorships The group sent letters of sponsorships to fund other activities. * Film Showing The group rented Room 415 for film showing. A person will be charged P50 for a movie as an entrance fee. But then, he/she will enjoy free unlimited snacks while watching. b. Culminating Activity * The group wanted to have a culminating activity that will not only benefit the foundation but also give their audience something in return. They’ve came up hand stamps for their culminating activity. APCians were gathered at the cafeteria to post their hand paints on a long cloth. A registration fee of P20 is charged. They got a free button pin that says, â€Å"I SUPPORT CHILD WELFARE. † It’s not only the button pins that they got, but also the extraordinary feeling of supporting a campaign. CHAPTER SIX TIME TABLE CHAPTER SEVEN EVALUATION A. Audience Response a) Advocacy Our advocacy campaign was to inform not only students and professors but everyone to be aware of today’s children welfare. Nowadays, almost everybody is aware of the poverty of our country is experiencing and one major problem is the lack support of the society to the children on the streets. Our Advocacy targets to influence everyone to be aware of what is going on to these children. Implementing our campaign, we expound the knowledge of our audience of what our advocacy really means and how they could help. The audience responded in a manner that we did not expect. They have been aware of today’s children in our society and as part of their response, knowing that this could help the welfare; they did not hesitate to support every event we shared. They let our campaign sink in not only in their minds but also with their heart to show their care for these children. No doubt that our campaign achieved not only its proposed objectives but we also hit the hearts of every audience who cares for the children. b) Culminating Activity The title of our culminating activity is â€Å"High-Five For A Cause†. People wondered what we meant by that, even the audio visual presentation is not enough for them. Due to our creative way of dragging their attention, they started to get curious on our booth—so they went to our area and checked things out. As we explained things to them, we received different types of expression; for some it is just a waste of time and money, but for others they appreciated our concern to the orphan. Now, P20 is not much of a pain in the pocket that is why all we have to do is invite them without too much effort. In addition to this, once they already put their handpaint on the wall they received a button pin meaning that they supported our campaign. Because of this, registration fee was actually a good deal for those who participated. Most of the reactions we got are either a ready to participate gesture or eager to get out of that place. As we execute our activity, we observed that people who have seen our campaign is just a waste of money and time for some, like what we have mentioned before. Moreover, some think that putting paint in their hands is a hassle on their part, thinking maybe the paint we use is hard to get rid off. However, for those who were interested, we observed that as they put their handpaintings on the wall it is more likely a fun thing to do for them knowing that something was unique and it was for a cause. B. Budget Utilization Disbursement of Funds for Christmas Party Funds from Sponsorships Funds from Fund Raising Activities CHAPTER NINE RECOMMENDATIONS For our fund raising Film Showing we could have prepared more chips and more movies to watch. First, the information was not disseminated properly. It was two days before the showing when the group has announced the activity. So that’s why, the group didn’t reach their target number of viewers, and that, the participants were so little. They should have posted the print ads ahead of time so that participants were able to be aware of it. There had been a technical problem with the movie—it was skipping a scene so they had to change the movie. But good thing, the audience still liked the movie and still watched it till the end. The group could have chosen a bigger space like the auditorium but unfortunately they could not afford it. So we decided to hold our event in room 415 which was convenient to other students who have classes so they can easily go to our event after their class. But the group was happy that there are more people who participated and enjoyed their event. Lastly, the film showing could have been a success if the time was extended. Most of the people who bought tickets have classes from 12:45-2:30. It could have been better if the group extended the film up to 5pm. The advocacy campaign, â€Å"Hi-Five for a Cause. † which was held at the APC cafeteria was a success. You could see that every student who would pass by the booth would notice and  support the culminating activity. Although, we recommend that the culminating activity should have been widely spread and advertised more so that more people would be able to support. The event lacked noises to advertise the activity. The group could have put up big advertisements like posters and give away fliers earlier. Some of the supporters were not really aware on what they are doing and some of the group members can’t explain them thoroughly because of more people coming to their booth but Helping Juans gave them fliers which tell what the advocacy campaign all about. But overall, the culminating activity that we organized was a success for us. CHAPTER TEN DOCUMENTATIONS Unlimited chips for film showing Registration Film viewing Hi-Five For A Cause They support Child Welfare. Almost a hundred supported our campaign. Ballers @ P60 each How to cite Advocacy Campaign for Child Welfare, Essay examples

Red Bull Marketing Essay free essay sample

A case study of the world’s most successful energy drink It may be ranked consistently among the worst in taste tests, and is rumoured to be a health risk, but Red Bull’s dominance over the energy drink market actually depends on such rumours. This company only manufactures and markets one product – and has become very good at it, being at the forefront of popular culture without being too outlandish. How did a traditional recipe from Thailand take over the world and become the world’s number one energy drink? Introduction to Red Bull and its Marketing Environment Corporate legend has it that its founder, Austrian Dietrich Mateschitz was on a business trip in Thailand when he spotted a business opportunity with the local â€Å"energy drinks†. An energy drink called Krating Daeng, or Red Bull in Thai, caught his attention for curing his jet lag. At the time, Krating Daeng had already built a loyal following among Thai blue-collar workers such as taxi drivers by helping them stay alert during long and irregular working hours. We will write a custom essay sample on Red Bull Marketing Essay or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Sold on the drink’s effectiveness, he brought some samples home to Austria where he could gain greater clarity on the kind of business and marketing plan required to implement the â€Å"Big Idea† called Red Bull. In 1984, he co-founded Red Bull GmbH in Austria with Chaleo Yoovidhya, the owner of Krating Daeng. Armed with marketing and scientific know-how, Red Bull would take over the world as a product that defined its category. Red Bull is the current market leader in the energy drinks market, a category it helped define. It holds 40% market share. Competitors may or may not be in this category because the beverages business depends on products in adjacent categories which are interdependent. As a first-mover product that defines the energy drinks category, category perceptual mapping must factor in Red Bull, by which a favourable marketing strategy for competitors would be to avoid direct competition. While some other competitor companies, such as the Coca Cola Company and, rely on umbrella branding and brand extensions to market their products, Red Bull GmbH strictly sells one main product line which is Red Bull. Recently, other companies have attempted to encroach into Red Bull’s core product  domain by selling similar products. Naughty G attempts to differentiate itself from Red Bull by offering different flavours such as cola and green tea, as well as a raunchy X factor. Shark is priced as more affordable to Red Bull but is more intense. Red Bull also belongs within the caffeinated drinks category. Competitors within this category include coffee drinks from Nescafe and Starbucks. 2 Red Bull’s strengths are its authenticity, unique formula and its proven effectiveness. Much speculation is held over how the formula works, and is the subject of academic literature. While it is discouraged by health professionals because of various reasons, many urban legends exist about Red Bull and its supposedly therapeutic properties. Red Bull’s weaknesses are its steep price point and its terrible taste. Red Bull is not a drink anyone would want to drink for breakfast. Opportunities for Red Bull are market segments which could use the product benefits. For example, tertiary students were recently identified as people who drink lots of Red Bull because of the need to stay awake while studying for exams. Threats to Red Bull are its company’s dependence on a single product. Environmental factors affecting the company include the latest research regarding the product. Red Bull has been subject to studies which say that the product is unhealthy or unsafe for regular consumption. As a result, there is a sizeable portion of the general public who would stay away from the product or advise their peers to stop drinking Red Bull. Because of these studies, Red Bull has even been banned in Germany, France, Denmark and Norway for various reasons like excessive caffeine, taurine or even amphetamine derivatives. Recently, the European Commission lifted these bans due to lack of evidence. As a company marketed towards young trendsetters, the challenge for the company is to stay ahead with the latest developments in the entertainment scene and support local communities and their events. Recently, smaller companies from all over the world started pushing their own energy drinks. These companies do not have an extensive distribution network like Red Bull, so Red Bull is taking advantage of this by establishing its own media channels and producing original content. The Target Segment it Serves Red Bull targets market segments which it feels can strongly use its product benefit, i.e. a major energy boost to help performance. In line with this product benefit, it supports youth tribes and subcultures elevate their art to a whole new level by organizing and supporting their events. By targeting the few trendsetters and early adopters, Red Bull uses the network effect to stay at the forefront of society. Red Bull’s primary target segment is the 18-25 yr age group. The product is based around a fundamental need of this demographic, so to understand where it is useful, we must first construct a consumer narrative of the 3 target group within this demographic. This is a useful psychographic indicator used in brand positioning. Success is core to the Red Bull consumer. In Maslow’s hierarchy of needs, this success ranks as egoistical and self-actualization, above more basic needs. He is an ordinary person and hero who seeks to be only the best at what he does, to achieve full potential. He looks up to role models who have already made it and are pioneers at what they do. The consumer’s main concern is staying real, fresh and within the circle, and in the scene. Within this exclusive circle of friends, his peers acknowledge mutual respect. The Red Bull consumer may be a thrill seeker, or a cubicle commando. His main fears are not being able to maintain his current lifestyle. From this archetypal analysis we can identify certain shared values of Red Bull target consumers and align our marketing campaign to complement them. 4 Typically, people who might belong to the profile are students, shift workers such as taxi drivers, doctors on call, and extreme sports athletes. To this group of consumers, Red Bull is like a â€Å"cheat code†, or a â€Å"quick fix† to gain an unfair advantage due to the energy boost. It forms the basis for the reason why regular consumers of Red Bull are believers of the product. The collegiate nature of such professions encourages peer approval through wordof-mouth. The nightlife, party and entertainment scene is another core market segment. Ask any clubber to name a non-alcoholic party  drink, and Red Bull scores in top-of-mind awareness. Part of Red Bull’s Unique Selling Proposition (USP) is its authenticity. Rumours regarding the Red Bull formula and government bans of the product in some countries have cemented the product’s egregious reputation. Thus, Red Bull is perceived as the ‘real deal’. It is nonalcoholic and is a powerful stimulant; a drink for grownups. Products / Services of Red Bull Red Bull GmbH sells only one product line which is Red Bull energy drink. The core product is a solution for fatigue. On each can this core product benefit is explicitly stated: â€Å"developed for periods of increased mental and physical exertion†. The actual product is the energy drink which contains high levels of caffeine and taurine stimulants as well as B vitamins which aid in bodily metabolism. The brand or augmented product are the intangible benefits which function at many levels to be discussed later. Red Bull is â€Å"speed in a can†. Red Bull Classic is indigenous and unique to South East Asia. It is marketed separately to represent a different subset of the values which Red Bull represents. The gold can variety is preferably sold in coffee shops at a cheaper price point. It is thicker than the silver can Red Bull and is non-carbonated. The can is compact and thick, almost impossible to crush. The gold can is sturdy and designed to compete in the same category as local herbal tonics such as Tongkat Ali Power Root. In Singapore, Red Bull Classic comes in a 20% less sugar variety known as Singapore’s Choice. Red Bull silver can was the result of the partnership of founders Dietrich Mateschitz and Chaleo Yoovidhya. Dietrich worked with Chaleo Yoovidhya and several unnamed food scientists to create a version of Red Bull that would appeal to Western taste buds. The new formula was less thick and carbonated like fizzy soda. Variants of the silver can are the sugar-free variety and Red Bull Cola brand extension. The Red Bull silver can variety is considered the international version and all marketing efforts consistent to it are coordinated from Red Bull GmbH in Austria. Having two established main product varieties strengthens Red Bull’s core business to venture into brand extensions. The ownership structure of Red Bull GmbH is like a partnership model, freeing itself from corporate formalities that would make some companies appear less genuine and disconnected. Red Bull’s brand extension is built around the marketing efforts of the main product, and reinforces sales for the main product. Red Bull publishes its own magazine, Red Bulletin, and has its own TV station, Red Bull TV, in its recent venture into the media industry. It satisfies the need for independent media and features the world of Red Bull events and its community of surfers, skaters, skydivers, snowboarders, graffiti artists, b-boys, DJs, emcees and other cultural icons. Most drink Red Bull; it is remarkable that all are somehow connected by Red Bull events. 6 Marketing Management Philosophy Red Bull marketing primarily centers around the silver can variety. The silver can is marketed with the societal philosophy in mind. Is Red Bull merely selling a drink, or selling a solution of the needs that are associated with a particular lifestyle? Red Bull complements certain realities of working long hours or physical exertion. A brand’s association with a particular culture, subculture or ‘tribe’ influences consumer buying decision. Studies have shown that top-of-mind awareness strongly relates to point-of-purchase decision. Also, an interesting fact is that companies with greater top-of-mind awareness spend less advertising dollar per consumer than companies with lower top-of-mind awareness. Thus, Red Bull can afford  to keep advertising to a minimum while focusing on building a direct connection to the consumer via active community engagement. Red Bull is a stakeholder in many street-side communities and helps elevate urban arts to the next level. Analysis of consumer needs reveals common areas â€Å"quick fix† and â€Å"real deal†. This implies that it is believably true that Red Bull can solve your problems and enhance your life. From here, we look at the range of market segments which show a demand for Red Bull. The students, doctor or extreme sports athlete is an ‘ordinary guy’ with a massive task ahead. This is where Red Bull comes in. The â€Å"quick fix† turns the ordinary guy into a ‘hero’. This implies that Red Bull is the ‘magic’ to ‘do more’. After metaphorical association and much brainstorming, ‘do more’ relates to the ordinary guy suddenly being able to ‘fly’. Thus its slogan is â€Å"Red Bull Gives You Wings†, with the drink as the ‘Magician’ archetype. It is done in the â€Å"Jester† style to show that Red Bull maintains a challenger brand philosophy despite its dominance in the category . 7 Methods of Promoting Red Bull Using semiotics, the silver can is shaped like a battery, with the logo of two bulls head to head against each other against a rising sun in the middle. This is symbolic of energy and bravery. The diagonal color divisions look like a lightning bolt and a checkerboard flag symbolic of the word ‘go’. At $3.10 a can, Red Bull is usually the most expensive nonalcoholic beverage on the shelf. It is a premium-priced product, but it tastes terrible. It is clear that this product will not sell without a successful marketing campaign. Red Bull gained its massive popularity initially by remaining underground, not advertising, and being bold enough without being radical or outlandish. Aggressive product placement and below the line advertising was key. During parties and school events organized by students, Red Bull would send its famous Red Bull girls to distribute cartons of Red Bull for free. Red Bull would also provide its own space-age turntable  console. Vehicles decorated with Red Bull corporate id was a form of through the line advertising. Product placement of Red Bull in stores is in specially designed fridges which were frequently stolen. Owning a Red Bull fridge is like having your own pinball machine. It was the impetus for a successful viral marketing campaign and expansion of its distribution network in its relatively new markets such as USA and Canada. Only after product success was above the line advertising carried out.