By definition, an energy drink is a type of beverage containing stimulant drugs, mainly caffeine, which is marketed as providing mental or physical stimulation. They generally are carbonated and contain caffeine along with sugar, herbal extracts, and amino acids. Coffee, tea, and other naturally caffeinated beverages are usually not considered in this category. Energy drinks are said to have multiple effects on people, whether it be physiological or psychological. Because of this, there are many health concerns and sales restrictions, which can be damaging to the manufacturer and the reputation it has throughout the country. Because this topic is so familiar with college students everywhere, we thought it would be interesting to research how public relations impacts this industry. It is actually reported that energy drink sales will skyrocket to $21 billion by the year 2017. Our job is to figure out why, and solve any issues that could arise specifically within the companies Red Bull, Rock Star, Verve, 5 Hour Energy, and Monster. The history of energy drinks started overseas, in Europe and Asia where these popular drinks were first developed. One of the oldest energy drink bands is Lucozade, a drink which originated in Newcastle, England in 1927. It was originally used in hospitals as a much-needed source of energy for the sick. The first energy drink to hit the shelves in the United States was Jolt Cola in 1985. At this time, it was basically marketed as a cola with high-caffeine and high-sugar contents. Jolt Cola’s original marketing strategy targeted students and busy professionals around the country. It’s initial slogan was, “All the sugar and twice the caffeine.” By 2001, the United States energy drink market had grown to nearly $8 million per year in retail sales. Over the next five years, it grew an average of 50% a year, totaling over $3 billion in 2005. Right now, the market is estimated at over $12.5 billion, having grown 60% between the years 2008-2012. In order to understand how this market became so profitable, we need to look at the history of each individual company we chose. Red Bull, launched in 1987, was an energy drink sold by Austrian company called Red Bull GmbH. Austrian entrepreneur Dietrich Mateschitz was the founder of Red Bull, and was inspired by a pre-existing energy drink called Krating Daeng, which was invented and sold in Thailand. He took this idea, and modified the ingredients to suit the tastes of others. In 1992, the product expanded to Hungary and Slovenia, and finally made its way to the United States in 1997. In 2008, Forbes magazine listed Mateschitz in the 250th richest people in the world. In the past, Red Bull has been severely criticized for its marketing and advertising strategies. It’s slogan is “it gives you wings”, and in turn targets young men mostly with extreme sports. These sports range from mountain biking, BMX, motocross, snowboarding, to break dancing. Red Bull uses music and video games, and has enlisted many celebrities, such as Eminem to promote their product. This company also owns association football teams, with clubs in Austria, Germany, and the United States featuring the Red Bull trademark in their names. By associating the drink’s image with these activities, the company seeks to promote a “cool” public image to raise brand power. Some of its more well-known endorsements are Reggie Bush, Ryan Sheckler, Dani Pedrosa, and John Reynolds. Next, we have Rockstar, an energy drink founded by Russell Weiner in 1998. He was the son of conservative talkshow host Michael Savage, and with his help, Rockstar launched into the fastest-growing segment of the United States beverage market at the time. In order to sell, it claimed its ingredients were “scientifically formulated to speed the recovery time of those who lead active and exhausting lifestyles-- from athletes to rock stars”. It used this phrase to try and differentiate itself from the market leader,…
specialist areas of PR in regards to Entertainment, Technology and Sport going into depth about the PR specialist areas, publication, supplement, date, organisation and headline of each articles. I will then go on to identify and describe the different audiences that are aimed at PR, Advertising and Marketing and further outline examples of how organisations operate PR as part of their marketing communications mix.
In further depth, this report will also consist of the structure of PR organisation for…
Measuring PR effectiveness is as complex as measuring management effectiveness. Nevertheless, it is self-evident that such measurement is necessary, as clients are interested and often required to confirm the rationality of their PR budgets.
Research into the effectiveness of PR belongs to the field of evaluation, which offers methodologies that examine program activities using the standard model of general systems analysis. That is, one examines the separate components of a PR program: input-transformation-output…
single spokesperson, trained in media relations, can focus on the organisation’s positive steps and key messages (Swann, 2010).” This demonstrates Tesco’s ample effectiveness, as acquiring a single spokesperson is arguably an essential tactic that any PR practitioner should consider when dealing with a crisis. As a result of the action, on behalf of Tesco Group, Smith sincerely apologised to their customers for the distress this may cause to them, via a recorded video, this was published across different…
connection with other people for example colleagues, classmates or roommates, it is great and necessary to have a mini portable wireless router or a pocket router.
This report is focused on a fictitious organization named “Portable Router Incorporation”. PR Inc. mainly concentrates on the telecommunication area, especially the production, development and innovation of router devices. Production and design are taking place in the only site on Chatswood – Australia. The products of this company are acting…
go in the natural springs and waterfalls, there are trails to hike down to waterfalls (La Mina falls/trail is a shorter trail and popular waterfall), they have observatory spots.
-Ponce is also nice to visit. It is the second largest city in PR (next to San Juan). Downtown offers good shopping for souvenirs and personal items. They have a trolley ($2 I think) that will take you around and give you a tour. This trolley (or you can also drive by yourself, they can give you a map in the firehouse…
they were even accused of being sponsored by the Taliban.
Of course, the government did not admit to this campaign against the journalist the question of who was involved hasn’t been answered. Could this have been an elaborate scheme cooked up by the PR practitioners employed by the government to distract from the claims the journalist had made?
With access to the internet, weighing through the truth and theories can be extremely difficult. Who do we believe? The government always has…
to convince the people of Torness. The citizens of Scotland will not feel the cheap energy but the facility will be available for economic use eventually.
The bigger part of the budget will be allocated to conducting environmental impact analysis that will involve traveling to countries that have bounced back from tragedies in this field. China is the country that will be part of the private investors in this project and since they have been improving their safety in this field back in their…
Target public analysis
You've got a lot of good ino in the target publics section, but not all of it has sources. Reference correctly! But you've also got two targets. Better to focus on one of those age groups. And good to use a subhead when you start analysing the influencers ['secondary publics'].
Glossy Box solves problems for women who enjoy using the best products but do not have the time and money to test all the products out there. They are self-proclaimed beauty experts, who have profound…
iv. With a persuasive message
d. Advertising is a process that involves:
What Advertising ISN’T content (lines are blurry tho)
b. Its not Public Relations or Publicity
i. PR: practice of managing the flow of information between an organization and
its publics with the goal of positive exposure
ii. Publicity: marketers supplying information to media
c. Its not Sales Promotion:
i. short term programs designed to get consumers…
and even letters
Solutions with technology include: web-based
solutions and social media
Responsible for speaking on behalf of the
Verifies all information being said with the
leadership of the organization and the PR team for
Blogs will allow for frequent and specific content
to be shared.
Press Releases will provide current information on
the situation and will most likely be in the form of
a written release