Delivering Marketing Programs Essay Example | Topics and Well Written Essays - 1000 words

Delivering Marketing Programs - Essay Example In such a way, Red Bull began targeting and specifically marketing to key demographics by sponsoring different types of extreme sports and buying marketing space with regards to those activities that were primarily watched or engaged with by their demographic target. Such an inexpensive approach allowed the brand to position itself effectively with regards to rapidly gaining market share in integrating with this specific demographic around the globe. With respect to how this target market has changed over time, it has not. This represents both a positive and a negative for the Red Bull brand due to the fact that it present situation in which they are continuing to speak to the specific needs and tastes of their target audience; an activity that they have a great deal of experience in performing. However, this also represents a drawback due to the fact that there are a limited number of individuals within this particular demographic to which Red Bull can integrate and hope to sell the ir product (Barnett, 2013). As such, continuing to integrate with the same demographic as a means of targeting further sales is something of a lost cause. Conversely, the competition is positioned more along the traditional lines of marketing and brand imagery. The likes of Coca-Cola and Pepsi Co. have sought to exclusively promote and market key entries within the energy drink market by the traditional means of massive amounts of advertising and high costs of market entry (Red Bull, 2012). This necessarily places Red Bull at something of a strategic advantage due to the fact that the competition is continuing to integrate with very costly and prohibitively limited means of product integration with the demographic in question; thereby limiting their total probability and producing the levels of threat that they pose to Red Bull. Part 2: As has been stated previously, Red Bull did not initially seek to engage a costly marketing scheme as a means of promoting their beverage lines. Ins tead, they chose to sponsor key events and sporting activities that were regularly viewed in a positive light by their potential customers (Red Bull, 2013). However, as Red Bull’s fortunes of changed, they have been able to integrate with a higher degree of profitability and have been able to engage in celebrity marketing in the same means that much more powerful firms have done the same. In such a manner, as one might expect, Red Bull has been promoted and endorsed not necessarily by celebrities, but by sports stars. More specifically these sports stars cannot be understood upon the traditional lines of sports stars such as football players, basketball players, baseball players etc (Mortimer, 2012). Rather, they are extreme sports athletes that continue to engage with the brand image that has been discussed above. In such a manner, a few of these celebrity endorsers include the following: Blake Girffin, Rajon Rando, Reggie Bush, Shaun White, Bubba Stewart, Dallas Friday, Cas ey Kahne and Brian Vickers (Gorse, Chadwick, & Burton, 2010). This strategy, described above, has been extraordinarily beneficial to Red Bull as a means of continuing to int

Mobile Phones Development Essay Example | Topics and Well Written Essays - 750 words

Mobile Phones Development - Essay Example Contrary to digital standards, in 1G, the voice is merely modulated to frequency equal to or above 150 MHz (Organization for Economic Co-operation and Development, 36, 2000). Following 1G was 2G or second generation, which was more efficient than 1G in three important ways. First, as mentioned before, 2G worked on digital signals rather than analog signals. Second, the 2G system s were far more effective then analog in that they allowed for way higher levels of penetration. Finally and most importantly, 2G brought with it, data service beginning from SMS messaging. Next comes the third generation or 3G, which refers to standards specified by ‘International Mobile Telecommunications’' (Hamill & Lasen, 41, 2008). This evolved version offers services like wide-area wireless, mobile internet, video calls, and mobile TV. According to IMT conditions, 3G system provides minimum 200 Kbits/s data rate (Organization for Economic Co-operation and Development, 36, 2000). Current rel eases of this generation of mobile phones provide broadband access to other accessories like laptop and smart phones. A study of this progressive change in the industry reveals that a new generation of mobile phone appears every ten years. Each generations brings with it new bands of frequency, faster data rates and irrevocable transmission technology. Currently, WiMAX is considered the 4G or fourth generation of the mobile phone industry (Harper & Buress, 119, 2008). This newest update promises IP based mobile broadband to laptops and smart phones, gaming and streamed multimedia. â€Å"Mobile phones have undoubtedly revolutionized the communication industry in every possible way† (Hamill & Lasen, 41, 2008). Gone are the days when people would wait endlessly for someone to return to their homes to talk to them. Mobile phones today bring everyone together, connecting everyone to the virtual world of information, day in and day out. One way mobile phones have affected telecommu nications is that no one now uses telephones. Although marketing research analysts do not agree that rapid growth in mobile industry will result in collapse of landline usage, there is a little reason to believe otherwise. One reason for disagreeing is the expanding growth of VoIP, Skype, and Google voice over the past few years. For instance, Australia witnesses the growth in VoIP market by 3% a month (Harper & Buress, 119, 2008). VoIP attracts this large number of market because of the same service of conventional landlines offered at reduced costs. Many people argue that connection of phone to internet is not smart enough since call drops every time the connection fails. However, the modern fiber-optic internet provides more than 95% efficiency, which makes the connection quality equal to that offered by traditional landlines (Harper & Buress, 119, 2008). The increase in drop of landline usage has an important implication. Since there is no one centralized directory for mobile ph one numbers, the risk of harassing-on-phone and violation of privacy increases. This also comes down as a bane for telemarketers who now find it difficult to get through o potential customers since the caller ID’s are available in most cell phones. Another way in which mobile phones has affected communication industry is through its ability to bring everything together under one roof. Mobile phones are a blend of TV, laptop, tape recorder, IPod, camera, video recorder (Horst & Miller, 30, 2006). Instead of carrying all these gadgets separately, all one needs