Free Essays on One Flew Over The Cuckoo´s Nest

Violeta Galera Alba Literature and Film Professor: Rodney Stephens Intemsive Summer Session One flew over the cuckoo ´s nest In this paper I am going to explore how the main characters of the book work as symbols. To study this issue, I will focus on Nurse Ratched, Randle McMurphy and Billy Bibbit because I think that these characters represents the main symbols in the novel. In this essay I am going to study also the evolution of Chief Bromdem, the narrative voice of the novel. Nurse Ratched a middle-aged former army nurse, controls the hospital ward with an iron hand and masks her humanity and femininity side. She represents a machine that demands complete control and perfect order from everyone, represents the oppressive mechanization, dehumanization, and emasculation of modern society "A huge organization that aims to adjust the outside as well as she has the inside...like a watchful robot, tend her network with mechanical insectskill, she dreams of there in the centre of those wires is a world of precision efficiency and tidiness, a place where the schedule is unbreakable and all the patients who aren ´t outside, obedient under her beam" (26). So powerful are the Chief ´s descriptions of the Nurse as a mechanism of terror, able to control the hospital with beams of hate,with these descriptions is easy to see the Nurse as the pure image of the evil which is another symbol. "She nods once to each. Precise, automatic gesture. Her face is smooth, calculated, and precision-made, like an expensive baby doll, like a machine."(5) Nurse Ratched represents a desire for efficincy order, control at all costs, she has convinced herself that if some control is good, complete control is better. Ratched has complete control over every aspect of the ward, the black boys, the nurses and even the doctors are completely submissive to Nurse Ratched authority, she selects her staff for their submissiveness, an... Free Essays on One Flew Over The Cuckoo ´s Nest Free Essays on One Flew Over The Cuckoo ´s Nest Violeta Galera Alba Literature and Film Professor: Rodney Stephens Intemsive Summer Session One flew over the cuckoo ´s nest In this paper I am going to explore how the main characters of the book work as symbols. To study this issue, I will focus on Nurse Ratched, Randle McMurphy and Billy Bibbit because I think that these characters represents the main symbols in the novel. In this essay I am going to study also the evolution of Chief Bromdem, the narrative voice of the novel. Nurse Ratched a middle-aged former army nurse, controls the hospital ward with an iron hand and masks her humanity and femininity side. She represents a machine that demands complete control and perfect order from everyone, represents the oppressive mechanization, dehumanization, and emasculation of modern society "A huge organization that aims to adjust the outside as well as she has the inside...like a watchful robot, tend her network with mechanical insectskill, she dreams of there in the centre of those wires is a world of precision efficiency and tidiness, a place where the schedule is unbreakable and all the patients who aren ´t outside, obedient under her beam" (26). So powerful are the Chief ´s descriptions of the Nurse as a mechanism of terror, able to control the hospital with beams of hate,with these descriptions is easy to see the Nurse as the pure image of the evil which is another symbol. "She nods once to each. Precise, automatic gesture. Her face is smooth, calculated, and precision-made, like an expensive baby doll, like a machine."(5) Nurse Ratched represents a desire for efficincy order, control at all costs, she has convinced herself that if some control is good, complete control is better. Ratched has complete control over every aspect of the ward, the black boys, the nurses and even the doctors are completely submissive to Nurse Ratched authority, she selects her staff for their submissiveness, an...

A Way Of Thinking By Entrepreneurs Business Essay

A Way Of Thinking By Entrepreneurs Business Essay Successful companies are driven by visionary people in an effective and efficient way, those people are called entrepreneurs. The Oxford Dictionary provides the entrepreneur concept as â€Å"a person who undertakes an enterprise or business with probability of gain or loss, a contractor who acts as an intermediary, a person who assumes effective control of a business venture. It comes from the French word Entreprende or undertake†. Glancey and Mc Quaid (2000) define them as the protagonists of the process of entrepreneurship The entrepreneur is a leader, who sees opportunities where others see nothing, or only see difficulties. The entrepreneur makes a commitment that leads him to develop an unknown practice to solve a variance in small or large scale, A Entrepreneur will achieve recognition by pleading responsible to solve the problem and meet people who have similar interests. One aspect that should be present in an entrepreneur is: Believe in their own abilities, knowledge and skills, evaluate them, and be consistent with them at all times, these aspects provide confidence in themselves and in what the entrepreneur exposes as business idea These definitions are pointing to the entrepreneur as a person who seeks a reward assuming some risk (potential loss). Basically, the entrepreneur senses a need and then meets of the manpower, materials and capital needed to meet that need. In essence, an entrepreneur creates an organization as a means to offer something new to customers, employees or other stakeholders. Some entrepreneurs use information available to everyone, to produce something new. According to Timmons (1970) the creation and success of a company is not only necessary to administer and manage. The current business generation needs to be led, so organizations need to rethink their culture and practices. Direct them to seek dynamic processes, aimed at the opportunity, where there is the presence of a leader and business team: creative, careful a nd moderate resources, integrative and holistic vision, in order to establish a balance between all the driving forces The entrepreneur is the main engine of capitalist economic development. According to Schumpeter the benefit of the employer is justified by being an innovative ability to create wealth. If the economic system is in equilibrium, all factors of production are paid according to their marginal productivity (Schumpeter,  1934) Characteristics of an Entrepreneur à ¢Ã¢â€š ¬Ã‚ ¢Entrepreneurship. à ¢Ã¢â€š ¬Ã‚ ¢Vision and imagination creative and innovative. à ¢Ã¢â€š ¬Ã‚ ¢Need for achievement. à ¢Ã¢â€š ¬Ã‚ ¢Perseverance and dedication. à ¢Ã¢â€š ¬Ã‚ ¢Teamwork. à ¢Ã¢â€š ¬Ã‚ ¢Comprehensive view of market needs. à ¢Ã¢â€š ¬Ã‚ ¢leadership For example we can mention a current entrepreneur who gained a great market space: Andrew Mason, 29 years, is the creator of Groupon, the web coupons, which became successful with a simple innovative idea .One of the fastest growing compa nies in history, according to Forbes. After saying no to Google, which offered U.S. $6,000millions, they now have a value of U.S. $950 million.Its creator explains why the success of the company very simply: â€Å"We won a commission, customers pay less for the product and associated companies get a return on a large scale for their products and services.†(gruopon.com) Effectuation – Tool of Entrepreneurs

General concept of Human Rights Essay Example | Topics and Well Written Essays - 3500 words

General concept of Human Rights - Essay Example Both the European Convention on Human Rights and the Human Rights Act 1998 have as subjects human rights and fundamental freedoms. Human rights and freedoms are necessary and basic components of man's existence. It is not therefore an overstatement if one says that if he cannot have liberty, he will better have death. Life without freedom or life without human rights is not life at all. History is full of tales against suppression of human rights and fundamental freedoms. Hence, we have the story of the Israelites fleeing in exodus in the belief of savoring freedom in the end. We have the Tiananmen Square. We have the demolition of the Apartheid. Slavery has become a thing of the past. Servitude must always be voluntary. The concept of forced labor had long vanished in all civilized countries. Article 1 of the United Nations Universal Declaration of Human Rights very correctly stresses the affirmation that all human beings are born free. All the people of the world are equal in dignity and rights. Endowed with reason and conscience, men should act towards one and the other as brothers. Before putting forward the arguments and discussions which respectively pertain to the two commandment pillars of human rights and fundamental freedoms, it is logical, necessary and highly advisable that the underlying premises are first laid down. This methodology will lead all and sundry to have a better understanding of the basic fundamentals that gave rise to these historical enactments. In 1950,1 through the initiatives of the Council of Europe, the Convention for the Protection of Human Rights and Fundamental Freedoms was adopted with the end in view of giving protection to human rights and fundamental freedoms in Europe. It is also called the European Convention on Human Rights, referred to here as the Convention for brevity. The United Kingdom is a member state. As a necessary element and complement in order to establish the enforcement mechanisms of the Convention, the European Commission on Human Rights was created in 1954. This evolved into the European Court of Human Rights beginning 1959. The latter was put in place as a permanent tribunal on November 1, 1998 with full-fledged judges. It has its building and offices at Strasbourg, France.2 The Convention is effective in all states or territories which are members thereof or signatories thereto. The Convention therefore has a multi-national coverage or jurisdiction over those sovereignties and the individual citizens or residents thereof as far as concerning human rights and fundamental freedoms. States who are members of or signatories to the Convention have to go in line with the policies that it develops and promotes. In the case of the protocol on the death penalty, for instance, each member or signatory state has to abolish the capital punishment.3 Upon the other hand, the Human Rights Act 1998 is a law passed by the United Kingdom (UK) legislature in 1998. What is it about The prefatory of this legislation says, among others, that it is an act to give further effect to the rights and freedoms set forth in the Convention. Is not the Human Rights Act 1998 (or Act for short) a duplication of the Convention or an encroachment upon the latter Definitely, it

ANALYSIS PAPERS Essay Example | Topics and Well Written Essays - 500 words

ANALYSIS PAPERS - Essay Example The moral ground on which the imperialists base their stand is founded on the unequivocal assumption of U.S. racial superiority. The Filipinos are considered to be â€Å"a race which civilization demands shall be improved† (Beveridge, Paragraph 6). It is therefore the moral duty of America to â€Å"uplift and civilize and Christianize them† (McKinley). This so-called moral duty, connoted to be â€Å"the White Man’s Burden† by Kipling, does not stand scrutiny, especially in the light of the letters from the soldiers fighting in the Philippines, which confirm U.S. atrocities, such as arbitrary executions, torture, a scorched earth campaign and the establishment of concentration camps. As James L. Blair rightly asserts, the moral responsibility cited by the imperialists is based on the â€Å"very tenuous assumption† (P. 12) that U.S. withdrawal would inevitably lead to anarchy. The anti-imperialists’ stand that moral duty requires the U.S. to fr ee the Filipinos is more convincing than the imperialist’s mantel of racial superiority. Legally, the imperialists justify their stand on the presumption that the Filipinos â€Å"are not capable of self-government† (Beveridge, P. 16). Lack of experience in government, Spanish misrule and, yet again, the assumed inferiority of Orientals, are cited as reasons for circumventing the â€Å"consent of the governed,† which the American Declaration of Independence holds to be mandatory. According to the imperialists, as the Filipinos are too uncivilized to understand the concept of government, their consent is not legally required. The anti-imperialists question the constitutional right of the U.S. to forcibly annex any territory and caution that the constitutional guarantee of citizenship and the vote will lead to future legal complexities. Soldiers Davis and Fetterly reiterate the Filipinos right to independence, and the

Fasting in hinduism and islam Research Paper Example | Topics and Well Written Essays - 2250 words

Fasting in hinduism and islam - Research Paper Example Fasting is mostly used as a religious term to describe an act of willingly abstaining (Adlakha, 2005) from some or all types of drink, food or both of them for a given period. Some people or religions fast for 24 hours while others for many days. Some types of fasting are only partial merely restricting some types of food, sub substances or drinks (Desika, 1997). Some people’s fasting culture or practice prohibits sexual intercourse alongside other activities that are not food or drink related (Kittler and Sucher, 2007). Particularly, both Hinduism and Islam embrace fasting to certain limits as part of their religion practices. Fasting in Hinduism is embraced as quite an integral component of the Hindu’s religious practices. However, local customs and personal beliefs determine the different kinds of fasts individuals undertake. This is to say that fasting in Hindu is done differently based on individual factors. On the other hand, fasting in Islam is also viewed as one of the most (Adlakha, 2005) valuable parts of the religious practices. Five pillars of religion to which fasting are observed as the fourth one among these pillars guides Islam. In Islam, unlike Hinduism, there are specific periods in which every Muslim is expected to first. For instance, during the month of Ramadan; notably the period in which most Muslims fast (Desika, 1997). Comparing Fasting in Hinduism and Islam Both religions might share a number of similarities in the way they undertake their fasting. However, there are significant differences. These differences emanate from the way it has practiced, the days and the purpose that make every religion to fast. In Hindu, fasting is done differently in that some sections of the Hindus fast on a number of days of the month such as the Ekadasi, pradosha, and Purnima. Some people fast on certain weekdays as dependent on the favorite deity or personal beliefs. For instance, there are those who fast on Monday. These are known as the Shiva devotees (Kittler and Sucher, 2007). Those who fast on Thursdays are known to devote to Vishnu while those who fast on Saturdays are known to be devotees of Ayyappa. Fasting is also done differently in different regions. For example, the southern Indians who fast on Tuesday are said to be the devotees of the goddess Mariamman, in which those who fast eat before sunrise and are only allowed to drink liquids from sunrise to sunset. The northern Indians fast on Tuesday to honor lord Hanuman, in which the devotees can only take fruits and milk between sunrise and sunset. They are also known to fast majorly on Thursday during which they worship Vrihaspati Mahadeva  while they are dressed in yellow clothes (Kittler and Sucher, 2007). The meals they eat are also colored in yellow. It is also dedicated to guru, which makes the followers of guru to fast on Thursday. On the other hand fasting in Islam can also be done in a number of days. Despite the fact that Ramadan is the most notable fasting period, there are also days referred to as non-obligatory days in which members can voluntarily fast. These days include every Monday and Thursday of a week, the 13th, 14th and 15th of each lunar month. In the month, that follows Ramadan; known as Shawwal, there are also non-obligatory six days of fasting. The fast of Prophet David, among the calendar of Islam, is sup posed to be done each other. The tenth day of Muharram; also referred to as Day of Ashura is also a non-obligatory fasting day. It can also be done a day after or before the tenth day (Desika, 1997). Despite this large fasting calendar, Islam forbids fasting on a number of days. First, no one is to fast during Eid Fitr and Eid Adha, which are the 1st Shawwal and 10th Dhulhijjah respectively. Suni Islam prohibits fasting on Tashriq that is on 11th, 12th, and 13th Dhulhijjah. There is also no fasting during Eid Al Adha, the 10th day of Dhu Al-Hijjah in the calendar of I

Overview and Analysis of Red Bull, Its Successes and Controversies

Overview and Analysis of Red Bull, Its Successes and Controversies When we first started, we said there is no existing market for Red Bull but Red Bull will create it. And this is what finally came true. Dietrich Mateschitz (Dolan 2005 p.1) Red Bull ®s 1987 launch established an energy drinks market. In 2009 they continue to dominate the globally. How did they achieve? How do they plan to maintain their stronghold? In 1987, revolutionary marketing and advertising techniques coupled with fortunate circumstances enabled Red Bull to create the energy drink market. In todays diverse and ever-expanding market of 228 competitors, Red Bull is likely to lose overall global market share. Ever optimistic, Red Bull continues with extreme sports sponsorship, creating events, nurturing the Red Bull ® lifestyle, a strategic business plan including expanding into emerging markets and developing products and plans to include multi-million dollar resorts and theme parks. Red Bull ® has every reason to be confident of its future. In 2008, the worldwide Functional Drinks market was worth $26.9 billion. Relatively new and still developing, by 2013 the market is expected to expand by 64.3% to a value of $44.3 billion (Datamonitor PLC 2008), spread over three different categories: Sports, Energy, and Nutraceutical. These products aim to improve users, physically and mentally or just improve well-being (Moosa 2002; Datamonitor PLC 2008). With energy drinks being the largest sector at 47.3%, Red Bull ®, was first of its kind, holding a 29% global market share in 2008. (Datamonitor PLC 2008). Spreading its wings internationally since its birth in 1987, 2008 saw Red Bull ® GmbH worth à ¢Ã¢â‚¬Å¡Ã‚ ¬10.9 billion, selling over four billion cans worldwide in 70 countries (Mà ¼ller 2009). History Red Bull ® was the brainchild of Austrian, Dietrich Mateschitz, ex-managing director of toothpaste manufacturer Blendex, where he travelled widely, experiencing different cultures (Gschwandtner 2004). On one business trip , Mateschitz read that one of Japans highest taxpayers was Mr. Taisho, manufacturer of an energy giving drink. Later in Thailand, he learned that taxi drivers use these drinks to counter fatigue. Mateschitz also noted that the drinks ingredients lacked a patent (Gschwandtner 2004). Armed with this information, in 1984 he approached Chaleo Yoovidhya, owner of Thai company TC pharmaceuticals, producer of the Kratindang energy drink (Gschwandtner 2004). Mateschitzs concept was to form a company selling its own energy drink worldwide at a premium price (Keller 2004). Chaleo agreed, each took a 49% stake, investing half a million dollars. Chaleos son took the remaining 2%, and Mateschitz agreed to run Red Bull ® (Dolan 2005). Red Bull ® was first established in Austria. Initially wary of the products unusual ingredients, Austrias government insisted on stringent scientific safety testing. Thus, Red Bull ® was not licensed until 1987. Subsequently, this regulatory procedure proved a mixed blessing for Red Bull ® (Gschwandtner 2004). (Kratin Daeng The iconic eye-catching logo and slogan red bull gives you wings were then designed (Gschwandtner 2004). By 1990, despite high sales figures, and a lot of promotion, Red Bull ®s finances were in the black. To this point, funding had been 90% equity from the two partners and 10% bank loans (Gschwandtner 2004; Dolan 2005). Ambitious Mateschitz now believed Austria too small a market for Red Bull ®. In 1993, Red Bull ® moved into such countries as Hungary and Germany, planning to pre-market the little 250ml can by word of mouth across Europe (Gschwandtner 2004). Red Bull ®s Kraihamer commented, We do not market the product to the consumer, we let the consumer discover the product first (Keller 2004, p.119). This Buzz marketing proved highly successful, and inexpensive. Red Bull ®s controversial ingredients made it a cool fashion icon. Its mixability with vodka, coupled with extreme sports sponsorship, helped the drink tap into the young hip market (Cooney 2007; Gschwandtner 20 04). By 1997, Red Bull ® had conquered most of Europe including the UK. It then moved onto the USA, working state by state with a similar buzz technique (Hein 2001). Today Red Bull ® is now Austrias most successful brand, worth more than à ¢Ã¢â‚¬Å¡Ã‚ ¬10.9 billion, with diamond producer, Swartzkopf being worth half as much (Muller 2009). 3.0 Does Red Bull ® Revitalise the Body and Mind? Red Bull ® is billed as a drink which: à ¢Ã¢â€š ¬Ã‚ ¢ Improves physical endurance, à ¢Ã¢â€š ¬Ã‚ ¢ Stimulates metabolism and helps eliminate waste substances, à ¢Ã¢â€š ¬Ã‚ ¢ Improves overall feeling of well-being, à ¢Ã¢â€š ¬Ã‚ ¢ Improves reaction speed and concentration, à ¢Ã¢â€š ¬Ã‚ ¢ Increases mental alertness (Keller 2004). Red Bull ® is best consumed:, à ¢Ã¢â€š ¬Ã‚ ¢ At times of increased mental and physical strain, à ¢Ã¢â€š ¬Ã‚ ¢ On long sleep-inducing motorways, à ¢Ã¢â€š ¬Ã‚ ¢ During intensive working days, à ¢Ã¢â€š ¬Ã‚ ¢ Prior to demanding athletic activities, à ¢Ã¢â€š ¬Ã‚ ¢ Before tests and exams, (Redbull.com (a) [ca. 2009]). Some consumers are easily convinced of Red Bull ®s effectiveness. Nicknames such as liquid speed and liquid cocaine along with peer pressure build hype around the product (Kumar, et al. 2004). American college student Kaytie Pickett illustrates this: Maybe I think it works just because they say it works Im a slave to peer pressure (Walker [ca. 2009]). Other consumers are more sceptical. Brandweek reported in 2008 that Red Bull ® was one of the UKs lowest ranked companies in a survey of perceived brand value (Brandweek 2008). Despite the odds, studies proved the drinks effectiveness. One such study was on ten individual graduate students, five of which were given a placebo, the rest Red Bull ®. Conducted before and several hours after consumption, the results proved conclusively that: the mixture of three key ingredients of Red Bull Energy Drink used in the study (caffeine, taurine, glucuronolactone) have positive effects upon human mental performance and mood (Seidl, et al. 2000). Whereas most products spell out exactly what they do, Red Bull ® uses vague terms, Vitalizes Body and Mind (Walker [ca. 2009] p.2) relying on consumers to purchase the drink and discover its effects themselves. (Walker [ca. 2009]) 3.1 What are the ingredients in Red Bull ®? Red Bull ® 250ml cans contain; à ¢Ã¢â€š ¬Ã‚ ¢ 80mg of caffeine, à ¢Ã¢ ‚ ¬Ã‚ ¢ Taurine, à ¢Ã¢â€š ¬Ã‚ ¢ Glucuronolactone, à ¢Ã¢â€š ¬Ã‚ ¢ Sugars, à ¢Ã¢â€š ¬Ã‚ ¢ Vitamins (Keller, 2004 p.117). Taurine is Red Bull ®s most controversial ingredient. In organic form, it was discovered in the bile of a bull (Irving Sax, et al. 1987). This is the likely source of not only the name, but also rumours that it is made from Bull Testes or that it contains Bull Semen. In the drink, taurine comes in synthetic form (Redbull.com (c) [ca. 2009]; Walker [ca. 2009]). Human beings produce taurine in a form similar to that of an amino acid. During extreme physical activity, the body may require more taurine than is produced. Taurines metabolic stimulatory effects help the body work harder. (Keller 2004; Healingdaily.com 2009). Equally, its detoxifying effect helps counter fat build-up on the liver caused for example by excess binge drinking (Healingdaily.com 2009; McCall 2005). Glucuronolactone is a naturally occurring amino acid in human beings, produced by glucose b reaking down in the liver. It also removes toxins from the body and is a metabolic stimulator, fighting fatigue, and producing a feeling of well being (Keller 2004). Theoretically, these supplements should help the body to perform better, when under stress, fatigue, or performing physical exercise. Red Bull in suspected link to deaths (BBC News Online 2001) Despite Red Bull ®s beneficial effects, some users have had adverse effects from consuming it, and as many as five people have died. A 16-year-old volleyball player would faint during games, and gain a heart rate increase of 30bpm. Diagnosed with postural tachycardia syndrome, she told the doctor that during the week she would drink four to five cans of Red Bull ® daily. Returning to normal a month later having stopped drinking Red Bull ®, doctors believed that high concentrations of taurine in the brain might have interfered with her cardiovascular system (Terlizzi et al. 2008).1 In 2001, an 18-year-old basketball player shared four cans of Red Bull ® with friends, played a game, then later died of Sudden Adult Death Syndrome. An investigation was recommended into high caffeine content drinks (Medicalnewstoday.com 2004). Two clubbers died in 2001 after drinking Red Bull ® with vodka, a third died after drinking it after extreme physical exercise. No results were published into the relationship between Red Bull ® and their deaths (BBC News Online 2001). A WalMart shelf stacker with a heart condition would drink four cans of Red Bull ® a night. He later died of a heart attack. The coroner had insufficient evidence to link the death with Red Bull ® (Clarke 2008). Most major brands will open up to consumers if there is a health scare or death related to their products, in an effort to safeguard brand loyalty (Dunne 2005). Red Bull ® prefers to take the offensive; No one anywhere has ever shown any link between Red Bull energy drink and harmful effects (Medicalnewstoday.com 2004). This makes them appear edgy, flaunting their dont mess with us attitude. 3.3 Has Red Bull ® profited from controversy? Debate surrounding Red Bull ® has been a double-edged sword. On the one hand, they loose some customers due to health fears, as countries such as Denmark, France, and Australia ban the drink. On the other hand, along with the bans, negative press rel ated to the ingredients, nicknames, adverse affects and deaths, has not only made Red Bull ® a talking point, giving them free publicity, it has also allowed the drink to keep its edge, and remain cool. As Mateschitz himself points out; Without the old high school teacher telling his students Red Bull is evil probably even a drug it wouldnt seem interesting and therefore would loose its edge (Kumar, et al. 2004). This edge was proved during Red Bull ®s launch in New Zealand. The distributor was selling a version of the drink with a UK health warning that the government did not recognise. To get round this, they re-labelled each of the 70,000 cans. When consumers found out that the authorities disapproved, demand went through the roof punters would buy Red Bull and immediately pull off the sticker. Theyd tell their mates: this stuff is illegal, everyone wanted to be drinking from the forbidden tin (Cooney 2007). 4.0 Red Bull ®, a non-descript market? Mateschitz believed consumers would take Red Bull ®s benefits seriously only if the product cost more than an average soft drink. Therefore from the outset, the cost per can was set 10% above the most expensive competitor, regardless of country. This is why a single can of Red Bull ® can cost up to 300% more than a traditional soft drink (Keller 2004). Conducting initial market research in 1987, Red Bull ® had failed miserably; people sa id its colour and taste were disgusting (Johnson 2002). However, this was not all bad news, further research revealed; 50% of our test group were crazy about Red Bull, and 50% said it tasted terrible (Johnson 2002). Ambivalence, as Mateschitz later says, was great for Red Bull ®, creating discussion, controversy and giving Red Bull ® the edge it needed to start a new market. Some thought it had a medicinal taste, persuading consumers of its functional properties and added value (Keller 2004 p117). The drinks extra cost would not deter them (Keller, 2004). Red Bull ® describes its market as; more than just a hot secret for the night owl and the non-stop party-animal. It is appreciated by a wide range of people, such as the overworked taxi driver, the stressed manager, the exam-anxious student and the pressured journalist It is used by surfers in the summer and snowboarders in the winter (Redbull.com (d), [ca. 2009]). Companies typically select their consumer group by specifying such target elements as age, job, sport, or occupation. Red Bull ® does the contrary. Whilst talking generally about their consumers, stressed student, taxi driver, stressed manager etc, they manage to keep their market relatively vague (Walker, [ca. 2009]). So the question is, who buys such a strange tasting, expensive product, with benefits deliberately not spelled out in black and white? Rob Walker [ca. 2009] argues what Red Bull drinkers have in common is a taste for the edgy and faintly dangerous. Keeping a question mark over the specific consumer allows drinkers to fit into the Red Bull ® clique. Despite the young hip image, Red Bull ®s non-descript credentials allow it to be consumed by just about anyone, creating access to wider markets and competitive advantage (Walker [ca. 2009]). 5.0 How is Red Bull Marketed? Red Bull ® presents an image of a small, friendly enterprise. We dont want to be seen as having lots of money to spend (Walker [ca. 2009]). The truth however is quite the contrary. The company spent $600 million, or 30% of its revenue on marketing in 2004, Coke spends 9% (Dolan 2005). This huge sum is spent on extreme sport sponsorship, live events, and eye-catching design, with less emphasis on media advertising (Gschwandtner 2004). This section asks how and why they use these techniques. 5.1 Sponsorship Red Bull ® sponsors over 500 extreme sports athletes worldwide. Examples include Formula 1 Freestyle Skiing, Break Dancing, and Free Climbing (Gschwandtner 2004). Additionally, Red Bull ® creates events filling every niche, from DJ battles, Whacky Races, Air Shows through to Festivals. (Gschwandtner, 2004; see page 10) In 2003, 200 million people watched worldwide as B.A.S.E. jumper Felix Baumgartner leapt from a plane at 30,000ft above Dover with a carbon wing strapped to his back. He flew the 22 miles across the English Channel to Calais at an average of 135mph, setting a new world record (Wyatt 2003). The stunt was not only a dig at the outlawing of Red Bull ® in France, but also a pre-marketing strategy to create brand recognition and a buzz about the product (Gschwandtner 2004). Red Bull ® has tapped into the market of the rich and famous by purchasing Jaguar and Minardi Formula One teams in 2004 and 2005 (World Advertising Research Center 2009). Costing over $100 millio n a year and competing around the world, they race under the names Redbullracing and Torro Rosso (Forbes.com [ca. 2009]; World Advertising Research Center 2009). With constant media coverage, and cans of Red Bull ® spotted in the hands of celebrities and the logo splashed all over their cars, Red Bull ® wins even if the two teams lose! The 5500m2 Hangar-7 in Austria diversified Red Bull ®s influence. It is home to the 15 Flying Bull show planes, a chic eatery, and art exhibition. By night, it transforms into a nightclub, with Vodka Red Bull ® on tap (Redbull.com (b) [ca. 2009]). Dedicated pre-market research allows Red Bull ® to tailor events and sponsorship specifically to each consumer group, state by state, country by country, seamlessly. 5.2 Advertising Simple, playful, nonsensical cartoons help market the product at anyone with a sense of humour, regardless of language, reaffirming Red Bull ®s nebulous marketing strategy (see bottom of page) (Keller, 2004). Coupled with the tagline Red Bull gives you wiiings (Keller 2004, p119) a deliberate exaggeration, adding intrigue, it makes the consumer eager to find out for themselves (Walker [ca. 2009]). 5.3 Brand Image Two red coloured bulls charging towards one another. The small size of the can. These could not be better connotations of strength (Keller 2004). The package says it is a serious product, not to be taken lightly. The Red Bull ® cut-out in the pull-ring adds class and interest, whilst the cans mixture of blue and silver portrays refreshment. The cans simple tagline Revitalises body and mind effectively explains the contents function in four simple words, whilst remaining non-specific (Keller 2004, p.118; Keller, 2004). With its fingers in every pie, Red Bu ll ® combines well thoughtout brand image, playful advertising, media-rich events and sponsorship not only to cultivate their edgy image, but also to ensure every consumer can relate to the product in some way. Mateschitz admits,we dont bring the product to the people, we bring people to the product (Gschwandtner 2004). Red Bull ® wants consumers to embrace the product and all its ideals, as he points out Red Bull isnt a drink, its a way of life (Kumar, et al. 2004). 5.4 Some of Red Bulls extreme sports athletes and events in picture Figure 1 Top to bottom, from left to right; Surfing Amazon tidal bore (Gschwandtner 2004), Red bull Playstreets (Hagena 2008), Felix Baumgartner B.A.S.E. Jump Christ Redeemer (Gschwandtner 2004), Redbullracing F1 Getty (G.M., [2009]), Red Bull Storm Chase (Hollmann [ca. 2004 ]) Hangar-7 (Gschwandtner 2004), Felix Baumgartner Channel Crossing (Gschwandtner 2004), The Dolomite Man competition (Gschwandtner 2004), Flà ¼taag flying day (Stone 2008), Red Bull cliff diving (Keller 2004)., Red Bull air race (Larson 2008), Mysteryland festival (Mysteryland 2009). Page | 10 6.0 Revolutionary Marketing This section explores the revolutionary marketing techniques Red Bull ® uses to establish its brand. The techniques developed out of a demand. In 1987, Red Bull ® could not be exported from Austria, as it was not a European Union member state. EU law states that if one country agrees to the sale of a foodstuff, it can be sold in all EU countries. Each EU member state has a list of allowable ingredients, and to Red Bull ®s dismay, taurine was on none of them. Scotlands allowed list did include taurine, so Red Bull ®s first EU market entry was in 1992 in the UK via Scotland (Keller 2004). During the EU ban, with demand high, individuals bootlegged the drink across borders. Red Bull ® was not actually on the black market, but bootlegging did help their semi-legal image (Keller 2004). Red Bull ®s entry to the UK market was rocky. It was not until 1995 that they made profit (see Figure 2). Long established Lucozade led the energy drink sector. 15 20 Figure 2 Red Bull ® UK Finances (millions) (Red Bull Company Ltd 2009) Containing energy boosting minerals and vitamins much like Red Bull ®, Lucozades use of energy as part of its tagline obliged Red Bull ® to change to stimulant instead of energy, thus targeting a completely new consumer 2002). Red Bull ® was sold as a sports drink, not the holistic product seen in Austria. Instead of using the known buzz marketing, Red Bull ® sold through supermarket chains and billboard advertising with a new tagline: you should never underestimate what red bull can do for you (Johnson 2002, p.5). (Gschwandtner 2004; Johnson Profit/loss after tax Expenditure on Promotional Equipment GBP By 1996, Red Bull ® UK had an astronomical debt of  £2.5 million (see Figure 2). Their share of the market only stood at 2% (Johnson 2002). As global director Kraihamer portrays; The UK team started from the wrong end they were wrong, they totally misunderstood how to create a customer base (Johnson 2002, p.5). (Red Bull Mini 2008) Firing the entire sales team, Mateschitz appointed an Austrian director who increased marketing spending (see Figure 2). The slogan was changed back, and Buzz marketing was introduced. Teams of students were hired to tap into the younger markets. Driving Minis with big Red Bull ® cans attached, they attended parties, and social gatherings. These alpha bees would be the popular ones of friendship groups. If they liked the product, so would their friends, creating a buzz about Red Bull ® (Gschwandtner 2004). This coupled with sponsorship of extreme sports meant that between 1998 and 1999 profits after tax went from  £85,000 to  £16 million (see Figure 2) (Red Bull Company Ltd 2009). A similar success story was of Kiwi, Joseph Roberts, who, when on holiday in Slovenia, saw the opportunity to market and sell Red Bull ® back home. Out partying, he decided he wanted a soft drink and stumbled upon a can of Red Bull ®. When the bar man refused to sell it claiming it to be illegal , it made him want it even more. Eventually, he spent no less than $150 on three cans! Drinking just one, he realised its potential. A year on he met with Red Bull ® in Austria. On persisting, he gained rights to sell the drink. Back in New Zealand, his marketing strategy ensured Red Bull ® turned up at the right parties, bars, and shops. By playing the drinks illegal credentials, he used opinion leaders to create a buzz about the product (Cooney 2007). Before he knew it, he was rushed off his feet: We were delivering products from the back of our cars at two three in the morning everybody had to do whatever it took (Cooney 2007, P.5). Buzz marketing evolved during Red Bull ®s USA launch in 1997. Organising sales, marketing, and distribution from the Red Bull ® North American California HQ was impractical. Instead, a structure similar to that of Red Bull ® GmbH split the USA into eight units covering a set amount of states (see Appendix Figure 3). Each unit organised sale s, distribution, and pre-marketing. This meant the buzz was created even before Red Bull ® arrived. The alpha bees would poll consumers interests, for Red Bull ® to promote the drink in the right places and sponsor the right events (Hein 2001). 7.0 Maintaining market share Red Bull ® dominated the global market in 1987. By 2008 however, they still led with 29%, but energy drink company Monster was catching up with 23% (The Nielson Company 2009). The next section explains how and why, it changed. In 1987, UK Lucozade and USA Gatorade, although not specifically energy drinks, crossed over into Red Bull ®s territory, having already been on sale for many years. Equally, Kratin Daneng held a market share in Asia, although not in carbonated form (Gschwandtner 2004; Kumar, et al. 2004). With over 228 brands listed in 2008, the picture had become very different. Energy drinks were an extremely complex market area. In can or re-sealable bottled format, the sizes varied from the slim original 250ml, to the new 300ml and 680ml varieties. Products now ranged from regular carbonated energy drinks through to Energy Shots with 25 new versions in 2008, natural organic non-carbonated forms, and aphrodisiac drinks (The Nielson Company 20 09). In 1997, Hansen Natural brought out Monster Energy, using similar marketing techniques as Red Bull ®. Its tagline Unleash the Beast evokes a certain type of consumer, together with its Monster Army of extreme Figure 4 Global Energy Drink Market Share 1987 (Various sources) Red Bull Other Figure 5 Global Energy Drinks sales 2008 (The Nielson Company 2009) 1 RED BULL 3 ROCKSTAR 5AMP 7 NOS 9 SOBE Next 90 brands (Monsterenergy [ca. 2009]) 2 MONSTER 4 FULL THROTTLE 6 NO FEAR 8 ADRENALINE 10 BOOKOO sports athletes and promotion through events strives to put Monster on a level footing with Red Bull ®. With a similar calorie count, and blend of ingredients it resembles Red Bull ®, yet is double the size and half the price, it was bound to sell well (Johnson 2002; Monster energy [ca. 2009]). Coffee energy drinks recently entered the market, such as SHOCK coffee (Johnson 2002; SHOCK coffee [ca. 2009]). However companies including Red Bull ® had already tried similar products without success, Fair Trade energy drinks are likely to be a popular new market entrant (The Nielson Company 2009). 8.0 Competition and Intellectual property Energy drink companies have ridden the wave of Red Bull ®s success bringing out similar looking products. No patent on the drink means even their taste could be the same allowing competitors to undercut Red Bull ® and take some of their market share. How has Red Bull ® protected its brand image in the now turbulent functional drinks market? Red Bull ® is a registered trademark. Extremely protective of its brand image, strict guidelines govern the ways Red Bull ® portrays itself in advertising; from use of colour to font size, they cover it all. These measures deter copycat brands but it does not always work; (Keller 2004) In 2007, Red Bull ® took rival energy drink Boost to court, saying their cans use of silver and blue infringed the Red Bull ® trademark. The images on the right hint that Red Bull ® won. (Irish Independent 2007). Red Bull ® took Music Festival organiser Mean Fiddler to court in 2004, claiming firstly that t heir energy drink Synergy had infringed their trademark with silver and blue patched cans of similar size. Additionally they believed Synergy had been switch selling. Losing the court case, Red Bull ® paid out  £20,000 in court costs (Sweeny 2004). Australian wine company Reschke Wines bid to register the trademark Bull Traders in 1999 featuring the outline of a bull. The two companies went to court over the issue (Ainslie 2008). 9.0 Discussion Selling over four billion cans worldwide last year and with global sales figures up on 2007 by 13.2% Red Bull ® remains optimistic of its future. 2009s plans to expand into new and emerging markets such as Africa, Russia, India, and Japan remain unchanged (Mà ¼ller, 2009). However Red Bull ® is not the only energy drink company weathering the economic crisis so well. Reports predict an increase in global energy drink sales by more than two thirds in 2014, at over 8 billion litres annually (Canadean Ltd 2009). What are Red Bull ®s p lans to maintain dominance in the energy drink sector and increase revenue, especially in these times of economic downturn? (Reschke Wines [ca. 2009]) (Boost [ca. 2009]) Page | 14 9.1 Diversification of product range When companies start out with one product, they later diversify or update the existing range to keep consumer interest, ensuring their product does not reach maturity too soon. Red Bull ®s sales figures are still growing, even after 22 years. Their uniqueness on entry into the drinks market as an energy drink has given them 16 long years before they felt the need to diversify (see Figure 5). Successes and failures of products Red Bull ® has brought out are described below. With over one in four adults in the UK trying to loose weight most of the time (Talking Retail 2008, p.1), Sugar Free Red Bull ® was launched in 2003. It contains only 8 calories when compared to the 110 of standard Red Bull ®, so taps into the emerging health conscious (Moosa 2002, p.32) market (Caloriecount.about.com [ca. 2009]). With 25% of new buyers in the UK purchasing Sugar Free Red Bull ®, it accounted for 15% of 2008 sales, Red Bull ® intends to increase spe nding on advertising its sugar free variant (Talking Retail 2008). (Sabai [ca. 2009]) (Redbull.com (a) [ca. 2009]) Global Red Bull can sales (Billions) (Kumar 2004 and Various Sources) 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Sabai is a wine spritzer originating from Red Bull ® co-founders son, Charlerm Yoovidyas Siam Winery in Thailand. Launched in 2005, its flavours Hibiscus and Pomegranate complement Thai foods. Although not sold under the Red Bull ® name, business decisions regarding the drink are taken by Red Bull ®s UK marketing team. Sabai meaning take it easy (Centaur Communications Ltd 2007, p.1) fits their marketing ethic, being a bespoke wine, it is sold using point of sale promotion and consumer sampling at events with celebrities to create a Sabai buzz (Forbes.com [ca. 2009]; CentaurCommunications Ltd 2007). Lunaqua was a failed Red Bull ® attempt to enter the bottled water market. First seen in 2001, the drink was bottled from a previously undiscovered Alpine Source (Lunaqua [ca. 2003]) at full moon giving the water bio-energetic (Lunaqua [ca. 2003]) properties. Suffice to say, it did not sell well and was withdrawn (World Advertising Research Centre 2009). Page | 15 For 2009, Red Bull ® plans to bring out an Energy shot to oppose the 25 competing products brought out in 2008 (BevNET.com 2008). 9.2 Drinks for the Health Conscious consumer Led by the increasingly health conscious (Moosa 2002, p.32) consumer, the market is still developing. With sales volume doubling from 25 million in 2000 to 50 million litres in 2002, Red Bull ®s entry into this niche had to be profitable. Relatively fragmented, it covers a wide variety of products, from vitamin and mineral enriched herbal drinks though to pro-biotic yogurt and fruit drinks, to fruit enriched smoothies (Hillam 2003). Owned by Red Bull ®, Carpe Diem sells a range of five drinks. Kombucha developed in 1997 and Ginkgo 2000 are modern-day carbonated versions of ancient Asian herbal teas. Kombuchas influences stem from the ancient philosophies of Zen, which aims to harmonise body and soul. Ginko has origins in myth and legend, containing leaves from Asias sacred tree, the Ginkgo Biloba aids conc entration. (CarpeDiem.com (a+b) [ca. 2009]. Homeopathic drinks, made with spring water, herbs and plants were launched in 2003. Drawing on Greek physician Hippocrates theories, they have relaxing, harmonising, or vitalising effects and are 100% natural with no added sugar, flavours, colouring or preservatives (CarpeDiem.com (c) [ca. 2009]). Carpe Diems elusive nature echoes Red Bull ®s marketing strategies. By using very little promotion such as point of sale in Selfridges, collaborating with masseurs, offering holistic solutions to weary shoppers, they let consumers find the product, re-creating that Red Bull ® buzz (CarpeDiem.com (d) [ca.2009]). The Wellbeing Zone on the Carpe Diem website details participatory events like urban Yoga, and an Osteopathic self-treatment programme run by experts (CarpeDiem.com (d) [ca.2009]). Like Red Bull Carpe Diem are securing income by creating a way of life, ensuring consumers buy into a philosophy: an appeal to the people of our time to li ve consciously and seize the day (CarpeDiem.com (e) [ca.2009]). (CarpeDiem.com (d) [ca.2009]) (CarpeDiem.com (b+c) [ca. 2009]) Page | 16 The Red Bull simply COLA ® 2008 launch was extremely controversial. Including ingredients such as the Kola nut and Coca leaf, the drink is sold as the only cola to be organic, taking the drink back to its roots. Adding diversity, the drink is available in 250ml and 330ml can sizes (World Advertising Research Centre 2009). In contrast to Red Bull ®s Buzz marketing technique, the launch covered eight markets worldwide including Austria, UK, Ireland, USA, Russia, Germany, Italy, and Switzerland (Redbullcola [ca. 2003]; World Advertising Research Centre 2009). 9.3 New Marketing Ideas (Redbullcola [ca. 2003]) In 2008, Red Bull ® invested only  £50,000 of its  £7.6 million budget in digital marketing, a number set to increase in 2009 (Revolutionmagazine.com 2009). Below are some examples: Red Bull ® entered the gaming industry in 2008 as the first advertiser on Playstations virtual world. Playing an online version of the Red Bull ® Air Race, users interact and share gaming experiences, adding publicity (Revolutionmagazine.com 2009). The Facebook Red Bull ® partnership in launching the new Facebook Connect site enables users to access all their social networking sites using just one login and password. With Facebook being visited by 3 in 10 people online across the world and social networking sites capturing 67% of the global online population, this partnership offers a low-cost way to advertise to hundreds of millions more consumers (The Nielson Company 2009) 9.4 Expanding the business model Red Bull ® purchased the paradise island of Laucala in 2003 for $10 million. Matesch itz association with the rich and famous will ensure a steady flow of customers for the seven star resort, furthering the drink companys credibility with consumers (Fijilive.com [ca. 2009]). In 2004, Selling Power reported Red Bull ®s intention to create a $1 billion motorsport and aviation theme park in Styria, Austria. Open-air arenas holding 100,000 onlookers, F1 racetracks, as well as a motorsport and aviation academy, are just some of the features. Visitors will be able to drive go-carts, high-powered sports cars, motorbikes or planes. Two hotels will provide accommodation, whilst a shopping pla

Urban Legend of Cry Baby Bridge :: Urban Legends Ghost Stories

Cry Baby Bridge In April I sat down with a friend at my house and asked about any urban legends or ghost stories he had encountered. After a couple legends he had seen in movies, he mentioned a haunted bridge about ten minutes away from downtown. He is a twenty-one year-old White male; his father owns an appliance store and his mother helps out with the books. He first heard this story in the ninth grade from a couple of friends. Supposedly, they had heard from kids who had actually been to the bridge and heard strange things at night. The bridge is located off of Uniontown road, between a couple old farms. He has not encountered the bridge first hand but still remembers the story surrounding it: About thirty years ago there was a young girl in love with her boyfriend. One day, he convinced her to take their relationship to the next level, telling her how deeply he cared. A couple weeks later, she found out that she had become pregnant, and decided it was best to hide it from him. They kept in close contact over the next few months, and he told her that they would be together forever. When her father realized that she was having a baby without marriage, he made her leave the house until she came back with a husband. When the baby girl was born, she decided to tell the boyfriend about the child, by bringing her to his house. He lived on a small farm right outside town and you had to pass over a small river on a bridge to get back to his house. As she opened the door, she walked in on him with another girl. Filled with anger, (pause) she gets in her car and speeds off. Now she could not return home unmarried and had lost her only love because of this one child. As she looked over at the baby, she is only reminded of her boyfriend and the image of him with the other girl. (tone increases) Finally, she reached the bridge, then slammed on the breaks. She got out and in a moment of rage threw the baby over the bridge to rid her of the baby girl’s troubles. Later that night, the police were tipped off about a murder at the bridge and came to find the girl hanging from the bridge. Urban Legend of Cry Baby Bridge :: Urban Legends Ghost Stories Cry Baby Bridge In April I sat down with a friend at my house and asked about any urban legends or ghost stories he had encountered. After a couple legends he had seen in movies, he mentioned a haunted bridge about ten minutes away from downtown. He is a twenty-one year-old White male; his father owns an appliance store and his mother helps out with the books. He first heard this story in the ninth grade from a couple of friends. Supposedly, they had heard from kids who had actually been to the bridge and heard strange things at night. The bridge is located off of Uniontown road, between a couple old farms. He has not encountered the bridge first hand but still remembers the story surrounding it: About thirty years ago there was a young girl in love with her boyfriend. One day, he convinced her to take their relationship to the next level, telling her how deeply he cared. A couple weeks later, she found out that she had become pregnant, and decided it was best to hide it from him. They kept in close contact over the next few months, and he told her that they would be together forever. When her father realized that she was having a baby without marriage, he made her leave the house until she came back with a husband. When the baby girl was born, she decided to tell the boyfriend about the child, by bringing her to his house. He lived on a small farm right outside town and you had to pass over a small river on a bridge to get back to his house. As she opened the door, she walked in on him with another girl. Filled with anger, (pause) she gets in her car and speeds off. Now she could not return home unmarried and had lost her only love because of this one child. As she looked over at the baby, she is only reminded of her boyfriend and the image of him with the other girl. (tone increases) Finally, she reached the bridge, then slammed on the breaks. She got out and in a moment of rage threw the baby over the bridge to rid her of the baby girl’s troubles. Later that night, the police were tipped off about a murder at the bridge and came to find the girl hanging from the bridge.