Thursday, December 19, 2019

Comparative Essay; to Kill a Mockingbird and the Colour...

One Will Take What He Is Given The purpose of Alice Walker’s novel The Color Purple and Harper Lee’s To Kill a Mockingbird is to demonstrate the hardships that are met when ignorance and tradition bring about the influence of sexism, racism and genuine prejudice to the general public. Ignorance is the root cause of prejudice as it prevents one to see beauty, so when it comes to dealing with the discriminating behavior held in this social order, the vast majority of people are judged by the label and stereotype society has given them, not by the kind of person they are inside. Nevertheless, through these corrupt societies, the protagonists are able to experience incredible journeys of courage, growth and love. Bravery and love is†¦show more content†¦They believe that since she is a woman, she is not intelligent or worthy of respect. An example demonstrating her stepfathers inequality towards women is when he believes that Celie is incapable of learning; therefore deciding to pull her out of school. However, Shug Avery gives Celie the love and attention she deserves, unlike these men. Although unconventional, Shug acknowledges Celie’s presence and see’s in Celie what no one does; a beautiful, intellectual and independent woman. The color purple was chosen by Alice Walker in order to demonstrate Celies struggle with men and also represents Celies appreciation towards herself. Since purple is a very omnipotent and dominant color, it is considered to be a color that is to be an emblem of rank or authority. Normally, royalty or someone with a high social class would wear purple in order to represent their dominance and power. When one of Mr. _’s sister’s offers to buy Celie clothes, Celie replies â€Å"I think about what color Shug Avery would wear, she like a queen to me. So I say to Kate, Something purple.† (The Color Purple, pg 20) Being very vulnerable and weak at the beginning of the novel, Celie idolizes Shug Avery, â€Å"The Queen Bee†, and craves for a similar assertiveness. She considers Shug at equilibrium with royalty, assuming Shug would wear something purple to represent her aristocratic ways and to show off her superior attitude towards the

Wednesday, December 11, 2019

Entires of an American Soldier fictional Essay Example For Students

Entires of an American Soldier fictional Essay These are journal entries of an American Solider named Private John G. Watson who was sent to Afghanistan to fight the war on terrorism. These are the last few entries in his journal before his convoy was ambushed and he was killed. He was only 21. August 2, 2001: So, I just got my draft slip in the mail. Looks like I am on my first assignment already. I mean, I just joined the army 5 months ago. President Bush is sending troops out to Afghanistan to fight the war on terrorism. He is sending us out there to find the terrorists that were responsible for the devastating attacks on the world trade center on September 11th. All my friends that have joined the army with me are going as well, we may even be in the same convoy. I am really not ready for this, I am very nervous about this. But it is my duty as a solider of the American Army. Well, I better get some sleep; I leave tomorrow to go out there, to that frightening Middle East place. August 3, 2001: This morning a bus came to the barracks to pick us up. The bus was full of guys like me. The youngest guy was only 20. Not much younger than me! We are risking our lives to preserve the lives of the other millions of Americans that would rather sit at home and hope for peace, to us where we are doing something about it. I cant believe I am doing this. Right now I am on a C-130 cargo plane with about 70 other soldiers. We are heading out to a US base near Lwara in Afghanistan. We still havent received our specific orders. We dont know who will be in each platoon. Well, we are almost to the base now, I will write back once I get the chance. August 4, 2001: The flight was over 12-hours, I tried to sleep, but I couldnt with all the thoughts of what may happen to me out here. So, when we landed we didnt land on a runway it was more like a desert floor. When we got off the plane the heat hits you like a punch in the stomach. We were directed to our barracks and to our bunks. Then, the commander, Col. Nathan R. Barten, talked us to about our mission out here. We each then got our orders. My friend Steve and I got an assignment driving in a hummer with a gun mount as part of a convoy. Some of my other friends are in the same convoy as me, but some of them were just in as foot soldiers. I was glad that some of the guys I knew were in the same group as me. This makes me feel a bit better knowing I wont be alone. Tomorrow we learn about all the equipment that we will be using out here along with all the  training and survival tips we need to know as well. August 5, 2001: Today was a very interesting day. We spent most of the day learning about our equipment. In my training I learned about the controls and techniques of driving a hummer. But I had never learned how to drive this type before. This was one of the newest models, with a gun mount and rocket launchers. I learned about all the driving skills that I would need to use in a combat situation. We even took a bit of target practice with the mounted gun. The sun was unbearable throughout the whole day. One of the most important things that we were told by Col. Nathan was to stay hydrated and to preserve the water we have. .u6f294e3413930b27c2a3cbfd429d3e75 , .u6f294e3413930b27c2a3cbfd429d3e75 .postImageUrl , .u6f294e3413930b27c2a3cbfd429d3e75 .centered-text-area { min-height: 80px; position: relative; } .u6f294e3413930b27c2a3cbfd429d3e75 , .u6f294e3413930b27c2a3cbfd429d3e75:hover , .u6f294e3413930b27c2a3cbfd429d3e75:visited , .u6f294e3413930b27c2a3cbfd429d3e75:active { border:0!important; } .u6f294e3413930b27c2a3cbfd429d3e75 .clearfix:after { content: ""; display: table; clear: both; } .u6f294e3413930b27c2a3cbfd429d3e75 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u6f294e3413930b27c2a3cbfd429d3e75:active , .u6f294e3413930b27c2a3cbfd429d3e75:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u6f294e3413930b27c2a3cbfd429d3e75 .centered-text-area { width: 100%; position: relative ; } .u6f294e3413930b27c2a3cbfd429d3e75 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u6f294e3413930b27c2a3cbfd429d3e75 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u6f294e3413930b27c2a3cbfd429d3e75 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u6f294e3413930b27c2a3cbfd429d3e75:hover .ctaButton { background-color: #34495E!important; } .u6f294e3413930b27c2a3cbfd429d3e75 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u6f294e3413930b27c2a3cbfd429d3e75 .u6f294e3413930b27c2a3cbfd429d3e75-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u6f294e3413930b27c2a3cbfd429d3e75:after { content: ""; display: block; clear: both; } READ: During the 1940s, American society became increasingly consumerist and more competitive than ever before EssayAfter we did the training with the hummer we had a lecture about all the dangers of the desert out here. This was chilling stuff. One of the scariest things he told us was about the dangerous animals that live out here. He asked us, How many of you checked your boots before you put them on? No one did, and then he showed us this very poisonous scorpion that almost killed one of his other men because he didnt check his boots before he put them on. He showed us all types of different animals and insects; spiders, snakes, beetles and lizards. He showed us one spider t hat was big as a freaking dinner plate! Scariest looking thing I have ever seen in my whole life. Now I feel really paranoid about sleeping out here. August 7, 2001: Yesterday we just did more technique training with the hummer and some stamina drills. Yesterday 6 soldiers passed out from heat exhaustion. It gets to be about 100 degrees Fahrenheit out here in the peak of the day. Today they gave us a day off. They let us relax from the few days of hard training. Though there is not much do to out here, in fact nothing to do out here, we still had a great day. Some guys just slept or wrote home to love ones and some of us got together to throw the football around. Today at dinner, which is just an MRE prepared in large doses, we were told the real reason we had the day off today. It looks like tomorrow we are actually going to go out on mission. After dinner we had a briefing about what each platoon would be doing. I think that we got lucky; my convoy is just escorting a large truckload of cargo and troops out to another base. Hope all goes well tomorrow. August 8, 2001: We woke up early this morning, before the sun rose. It was cold, so cold you could actually see your breath. Everyone did what he or she were suppose to do, gear up and get into their places. We left early to avoid any hassle from the enemies. We drove fast to shorten  the time. I lead the convoy because the hummer that I was driving had a GPS system in it. About 5 hours into the drive we were going through a small town when we started to take fire from a building. I did what I was told, to keep driving no matter what. The firing continued, then I heard shots coming from atop me, my gunner was shooting at the building where the firing may have come from. I also heard it from behind too. Steve came down from the gun to reload it. When he peaked back up and behind he yelled, Stop! I looked behind me to see that the other trucks had fallen way behind. I turned around to go back and help protect it. It turns out that the truck full of men had got one of its tires blown out. We were tak ing some pretty heavy fire from the villagers. Dont they know that we are trying to help them? As I pulled up to the truck I found that the other hummer that was protecting the back of the convoy had flipped over. I told Steve to stay and help protect the truck as I went to see if the others in the hummer were all right. I ran up to the flipped hummer, as I did I saw the two men inside start to crawl out. They had blood on them, just cuts and bruises, no bullet wounds. I helped them out and we ran over to the truck and they jumped in the back. I went to the front to check on the progress of fixing the flat tire. They had gotten it fixed and we all ran back to our vehicles to continue on. As I jumped in to hummer, I sat there and listened for a second. There was silence. The gunfire had stopped. I then realized that it had stopped as soon as I pulled up the truck. We must have killed them. I put it out of my mind and we continued towards the base. When we arrived at the base, the two from the flipped hummer were taken to hospital. We reported in, and we accessed the damage. There were about 50 bullet holes in my hummer alone. We were told that we are going to stay the night here, then drive bac k tomorrow morning. I hope that I can sleep tonight. .ua6caaabe2b961f5f708378e043bb15c1 , .ua6caaabe2b961f5f708378e043bb15c1 .postImageUrl , .ua6caaabe2b961f5f708378e043bb15c1 .centered-text-area { min-height: 80px; position: relative; } .ua6caaabe2b961f5f708378e043bb15c1 , .ua6caaabe2b961f5f708378e043bb15c1:hover , .ua6caaabe2b961f5f708378e043bb15c1:visited , .ua6caaabe2b961f5f708378e043bb15c1:active { border:0!important; } .ua6caaabe2b961f5f708378e043bb15c1 .clearfix:after { content: ""; display: table; clear: both; } .ua6caaabe2b961f5f708378e043bb15c1 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ua6caaabe2b961f5f708378e043bb15c1:active , .ua6caaabe2b961f5f708378e043bb15c1:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ua6caaabe2b961f5f708378e043bb15c1 .centered-text-area { width: 100%; position: relative ; } .ua6caaabe2b961f5f708378e043bb15c1 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ua6caaabe2b961f5f708378e043bb15c1 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ua6caaabe2b961f5f708378e043bb15c1 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ua6caaabe2b961f5f708378e043bb15c1:hover .ctaButton { background-color: #34495E!important; } .ua6caaabe2b961f5f708378e043bb15c1 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ua6caaabe2b961f5f708378e043bb15c1 .ua6caaabe2b961f5f708378e043bb15c1-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ua6caaabe2b961f5f708378e043bb15c1:after { content: ""; display: block; clear: both; } READ: The Red Tree analysis essayAugust 9, 2001: It is early morning, I didnt sleep well because I was too nervous about today. I have a really bad feeling that I cant shake. As backup, we are going to head back to our base along with another hummer. Hope this goes smooth. I woke up the voices of several people talking, I heard someone say, Hes not going to make it. As I woke up I was told not to move, I had been badly wounded. I asked for my journal to write down my last thoughts. They told me  that I dont have long. I asked about my comrade Steve. They told me that a bullet wound in the throat had killed him. This war is horrible; we are trying to fight an invisible enemy. Now, I am going to die too. Are we going to be known for what we had done? Had we done anything of importance? We had given our lives to keep others safe. I wish the people safe in their homes could see what we are sacrificing for them. At 5:24pm on August 9, 2001 Private John G. Watson was pronounced dead from loss of blood and third degrees burns to over 40% of his body. As he was heading back to his base his hummer was ambushed. His hummer was hit by a swarm of bullets. Private Steven E. Sampson was hit in the neck from a bullet and was killed instantly. John was hit in the arm twice but he continued to drive. A small grenade flipped the hummer and caught fire. Unfortunately, the base was 2 hours away still and not much could be done till they arrived at the base, which was too late for John. He was declared dead shortly after treatment was attempted on him. In his last few minutes he managed to write the last portion in his journal. John was never announced as a hero of the war, just another casualty

Tuesday, December 3, 2019

Red Bull Report free essay sample

Marketing Analysis of the Most Famous Energy Drink Brand Red Bull? s sources of brand equity. Red Bull is one of the most famous brands in the drink industry. With an innovative product Red Bull was able to sell millions and millions of cans and to draw profits of dizzy amount. But as often it is not only the product which determinates the success or failure of a company. And of this Red Bull is a very good example. Although nowadays Red Bull has to compete with the biggest drink companies in the world (Coca Cola, PepsiCo), it detains in its segment almost everywhere more than 50% market share. It is true that Red Bull was the first large and international energy drink producer, but for their leadership they did and still do a lot of accurate marketing actions in order to preserve and improve their awareness and image and as consequences their position. We will write a custom essay sample on Red Bull Report or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Like mentioned the marketing actions of Red Bull were very accurate and coherent themselves. Dietrich Mateschitz, the founder of Red Bull, was spending about two years to create the product and their packaging. He conceived an advertising strategy with basically two slogans (â€Å"Red Bull gives you wings† and â€Å"Red Bull revitalizes body and mind†), which are still in the Red Bull ads nowadays. The message of the ads is always the benefit of the product. This red line has been seen from the beginning until today. Red Bull focused a lot of the functional side of the drink. Also because of that Red Bull is practicing a premium price, they argue that it is easier to believe in an efficiency of a product if it is more expensive than their competitors. A lot of marketing actions of Red Bull wants to show people the different use opportunities of their drink. It should not be only a mixer or a clubbing drink. Therefore Red Bull defined 5 potential users: students, drivers, clubbers, business people and sports people. Red bull was able to get in some way mystic. But why? First of all the category of drink (energy drink) was completely new. Then Red Bull has a clever distribution and a new-market-enter concept. First they are available in â€Å"in† bars, discotheques and stores. They sponsored peers to take Red Bull in the public (confiding in the word-of-mouth) and only in a successive moment Red Bull is available in the discount stores, when a lot of people already know it. They call this concept â€Å"seeding program†, that were able to create a wave of buzz around the drink before and the first time of its apparition. Also the only available packaging (cans of 250 ml without reducing the price if taken in great quantity) contributes to the mystification and success of Red Bull. Red Bull is very active in the event and sponsor marketing, taking a lot of attention if this kind of event or sport (sport sman) fits well together with the message of Red Bull as an energetic drink. So the sports are often extreme sports or related to speed (see Formula 1). All this things were contributing and still contribute to the brand equity. The company has always take care a very lot of their image and awareness. So Red Bull is an example of a good, successful and advised marketing. Do these sources change depending on the market or country? The Red Bull global marketing strategy is to use similar techniques everywhere, without differentiating the product or the brand characteristics depending of different countries or different markets. The Red Bull now-famous package is similar everywhere, characterized by the blue and silver small can (250 ml), which allows the company to give a different idea of drink to consumers. In fact this small can signal that the product is different and stronger than traditional soft drinks. The demonstration of the power and success of this can comes from the Red Bull attempt to commercialize a different package for its product. The company developed a glass brown bottle that had to be sold in places where cans were not allowed; it was introduced in Germany when Red Bull was launched in this country, and the quick demand of the product outpaced supply, so the company was forced to sell glass bottles. As soon as glass brown bottles were commercialized, sales fell off. Dietrich Mateschitz, the company founder, wants Red Bull to be drunk by everyone and everywhere; he wants consumers to drink it whenever they need a lift, whether it is morning, noon or night. This is another point of strength of Red Bull marketing strategy, because the company doesn’t define a specific demographic or psychographic segment as its target market. Red Bull doesn’t want to focus on a narrow consumer target, and this ensured to the company to be able to grow into numerous market segments. Moreover Red Bull’s advertising doesn’t specify any consumption occasions, which further facilitated an elastic positioning. In fact, at the beginning, Red Bull consumers in Austria were dancers, clubbers and ravers who used the drink to stay fresh during late-night parties. This was a very good publicity for the company, because this party-association created a significant buzz around the drink. Red Bull was used primarily as a mixer, a strategy allowed from the company useful to make Red Bull to be present in every kind of place and to be drunk in a lot of contests; in fact Norbert Kraihamer, Red Bull’s Group Marketing and Sales Director, said â€Å"We are not against mixing, but over time we must make sure that the product is regarded as much more than a mixer†. The Red Bull intention has always been to communicate to everyone and in every country same concepts, and to do it the company used animated television spots adopted uniformly across the company’s global market. Said Kraihamer: â€Å"Even in a country where they speak a different language, we send the same message using the cartoon†¦. The power of our marketing mix works†. The mot â€Å"Red Bull gives you wiiings† became a well-known sentence in all over the countries where the drink was sold. Usually the company used a â€Å"pre-marketing† strategy to establish awareness in markets where the product were not yet sold. It consisted in sponsoring events that took place in countries where Red Bull was not available, because like Kraihamer said â€Å" we want to be recognized as the pre-eminent brand, even if we are not there†. Only once Red Bull tried to go over his traditional marketing entry strategy and it was a big mistake. It happened when they were introducing the product into the United Kingdom in 1995. In fact, marketing managers wanted to change the idea of â€Å"stimulating† drink in that one of â€Å"energy† drink. It was a failure. In England consumers were very familiar with sport drinks category, dominated from decades by another brand, Lucozade. Management also changed the word-of-mouth strategy which characterized the awareness of the product until then. All preliminary steps were skipped and Red Bull started to be sold in the largest supermarkets and convenience stores, delaying every kind of buzz that has always been the strength of the brand. The last mistake in which UK management incurred was to introduce a new advertising concept; instead of the usual slogan they used a new one: â€Å"Never underestimate what Red Bull can do for you†, which not really clarify what was the company positioning. What is more, they focused advertising efforts on billboards that were not as effective in communicating product’s benefits as electronic media. After necessary changes, between 1997 and 2001 Red Bull was able to gain the 48% of the energy and sports drink market. Another different, but successful marketing entry strategy was applied during the introdu ction of Red Bull into the US market in 1997. The company used the so-called â€Å"cell† approach, consisting in dividing key markets in the country into targeted geographic segments, rather than attempt a nationwide launch. Even if the entry strategy was different from the usual one, Red Bull didn’t change the sources of brand equity that have always dictated the success of the company by giving to all consumers the same idea of what Red Bull drink was, and which were its benefits like functional product. Red Bull’s Marketing Program Analysis in terms of how it contributes to its brand’s equity. When a new product is launched on a market, first thing to do is to choose brand elem ents, identify points of difference and points of parity. Unless we do that, we can’t start thinking about marketing activities and so on. The reason is very simple. Everything must fit each other. The message that we are sending through our marketing program must reflect the desired perception of our product that we want to fix in consumers’ minds. The truth is that marketing communication is the main source of consumer’s knowledge about the product. There can’t be any misunderstandings or contradictions between this and the brand image. In our opinion, in case of Red Bull’s marketing program, everything was carefully planned. It contributed to build strong brand equity. Everything was important: pre-marketing, sponsorship and way of advertising. First of all, they managed to build one scheme of introducing their energy drink, which they copied in each country. It is how they made the product recognizable in every country in the same way with the same associations across the cultures. It also allowed lowering the costs of expanding, because the product did not need additional adaptation to another country. A very important point of their strategy was to make a buzz over the Red Bull energy drink before launching on a new market. People were talking about this drink, wondering what it is exactly, an atmosphere of excitement was created. This marketing trick was increasing brand’s equity. Firstly, the brand was known before entering the market. Secondly consumers were aware of its benefits and unusual ingredient which was kind of mystery. Of course sometimes the rumors were negative, but still everybody was just waiting to try â€Å"this new thing†. Word-of-mouth communication was the key of their marketing program. Slightly controlled, by for example placing empty cans in clubs and pubs to build an illusion of popularity, it helped to build brand equity based on consumers’ own impressions. As they said: â€Å"we do not market the product, we let the consumer discover it†. Thanks to that, Red Bull users are more convinced of the effect that the drink brings, as it seems to come from them-selves and from peers, not â€Å"from the TV screen†. That kind of media is maybe the oldest one, but the most efficient. It does not mean that they completely resigned from advertisements. In fact, TV commercials are still one of the most efficient ways of influencing consumers as they can reach the biggest spectrum of them and they allows for sight, motion and sound and so they stimulate many human senses. Of course Red Bull had some TV spots, but very simple one. A cartoon always based on the same scenario two people, one advising to another lacking the energy to drink Red Bull and the line: â€Å"Red Bull gives you wiiiings†. It could fit consumer of every age. It allowed the brand not to be classified for only one target group. Although these are young people of 14-19 years old, who are the biggest group of buyers, this openness for people of every age brought by marketing program is the point of difference. Other products of the same category are focusing on specific target group or specific occasion of usage. Red Bull case is different. They wanted to make a product for every occasion. And so advertisements where never specifying the proper time of drinking. They were emphasizing the purpose of using – whenever people are mentally or physically fatigue – these were the only two dimensions characterizing a Red Bull consumer. Thanks to that brand equity increased as it better cover the market. Sampling was a crucial part of the Red Bull marketing program. Energetic people conv incing others to try and drink Red Bull at the right time and at the right place – every aspect of a product trial was carefully planned. Thanks to that brand’s equity increases, because people can try the product just â€Å"in time† to see how it works, to feel benefits and so to spread the good word further to friends. The most important thing that contributed the brand equity was their approach to sponsor sport events. By sponsoring individual athletes or international competitions and events, they were showing brand’s involvement in viewer’s country. This pre-marketing strategy helped to establish awareness of the product and good associations with the brand before entering the market. The whole Red Bull marketing program was well-considered. Marketers have chosen various communication options, which shared common meaning but simultaneously were complementary, to build strong and unique brand equity. They did just one mistake during launching the product on the UK market as they thought it differ from another. Fortunately, they realized their mistake very quickly and they took necessary steps to fix the situation. Future Scenarios for Red Bull How to maintain its momentum? How to develop its extension? What would its marketing strategy be? Red Bull, in spite of its premium marketing strategy, will figure lots of new challenges in the future. Even if there have been some mistakes in the direction’s choices, as the launch in the UK or the attempt to commercialize the tea â€Å"Carpe diem†, it’s clear that they have invented not only a new category of food: â€Å"Functional†, but also a very good way to enter in people’s mind, focusing on each costumer. However, there is a question: how to keep this little empire on the top? Now, more than ever, it is important to focus on its core product, as had happened in the first years. The reason for this is simple: too many big competitors on the market as well as small ones. Consequently to this situation, Red Bull has lost a big market share due to others brands attempting to copy Red bull’s marketing strategies to enter the various segments. Another problem is the major cost they have to support for the different advertising campaigns: more than the 30% of the revenues, in spite of the big competitors like Coca Cola and Pepsi that just spend 9% of them. This is a necessary cost, if Red Bull wants to remain a top brand in its sector. Anyway, as we could see from the results, all attempts to launch new products or to try common marketing strategies have failed or didn’t have much success. A good example of that are the â€Å"Carpe diem† tea and eventually the fast-food chain with the homonymous name. The costumers’ awareness has been build trough the years focusing on every â€Å"cell† they got in; now that all this work has been done, they can’t just adopt big brands strategies. They have to continue to keep the image in people’s mind, the one of their first and so innovative product. In these last years, we’ve seen the scarce answer that the market has given to product as â€Å"Red Bull Light† and above all the â€Å"Red Bull Cola†. This last one, even if it has been presented trough the usual channel used by Red Bull, like the â€Å"Red Bull Teams† out of Universities and Colleges, it had no success. It has been for sure a too big challenge for them. They moved too much from their border this time; it is the reason why in many European Countries the product has not even been launched. It means they’re very scared of the present situation since the big competitors are taking more and more shares of Red Bull’s market. If they want to try to move in new sectors or to create a new product for different segments, they should create other brands. In the present situation they’re giving an image of dispersion, just losing more space without any profit. On the other hand, the evolution of its marketing strategy being a sponsor of extreme and high-speed sports and also the decision to buy a soccer team and to create a F1 team, makes us understand that its basic values are still the same. We can see how it sponsors athletes, who are the best in their ranges, even if their sports are still not so famous, or are not given any particular recognition to. Thanks to that, in the future, Red Bull will have best champions in new, very fashion and extreme sports. To be remembered, the Red Bull project to develop an air team; this requires a lot of money, but gives an enormo us payback in awareness and image. The brand is also very good in creating new events and contests, so to give them a very personal mark. These are the best occasions to strengthen again the relations with its core classes of costumers, like sportsmen and clubbers. At the end, we can say that Red Bull is still doing a really good job thanks to its creativity and fantasy, but it should take care not to get confused and disoriented because of many competitors trying to take its place. Stay focus and remember not to mix new and old challenges. That is the only way to get into the worldwide trade and extension.