Monster Energy Drink Target Audience and Company Objectives Essay

Consumer Behavior Monster Energy Target Market Because the energy drink is still part of a new and developing industry, the energy drink target market is different than in some of the other beverage industries. Monster energy drinks have become a very popular, â€Å"hip† part of society, but the market at which they are aimed is not as wide and expansive, or diverse, as some might think. Early in energy drink history, when they were first being sold in the United States, athletes were the primary consumers. This shows that even initially energy drinks were directed at a select crowd, a group of people with specific interests. Although the consumer base for energy drinks has now expanded beyond that of simply athletes, the target market is still more particular than in other industries. When thinking about the energy drink target market, it is important to consider who is most receptive to the purported effects of the beverages. Although everyone is susceptible to the fatigue of the super-charged, over-worked lifestyle, young people are especially vulnerable to persistent exhaustion and insufficient energy. This group of people, more specifically male teenagers and people in their 20s, are also most likely to believe in the veracity of the energy drinks’ claims. As a result, the majority of energy drinks are developed for and advertised to this younger generation. In addition to focusing on a specific age group, many energy drink companies are even more exclusive in their marketing efforts, gearing their products and advertising to appeal to very specialized groups, such as gamers, extreme sports enthusiasts, and the hip-hop crowd. The effects of this emphasis on such a target market can be seen in the advertising campaigns of the energy drinks. Many of the names of the beverages, such as Monster LoCarb appeal to these specific consumers and the marketing strategies that revolve around sponsoring public events or celebrity endorsements reflect this focus. The design and packaging of many energy drinks also relates to the target market. Although the energy drink industry currently caters to a very specific target market, as it continues to grow and develop, it is likely that marketing efforts and the focus consumer base will be more diverse and expansive. The Monster Energy Drink, distributed by Monster Beverages Co., uses concentrated targeting as a marketing strategy. Strong promotion strategies including product hand-outs by young attractive vendors in powerful trucks blasting music are common ways The Company promotes in cities. The Company also uses Ricky Carmichael, a motocross legend, to endorse their products. 40 foot posters are used to target motocross fans which are a major target market for Monster Beverages Co. (Murr, 2006). Other effective advertisements include using high contrast, recognizable posters in retail stores and high energy, adrenaline rushed TV ads. Advantages of concentrated marketing include concentration of resources, better meeting the needs of the target audience, and strong positioning. Disadvantages include segments being too small or changing, and large competitors such as red bull to more effectively market to niche. According to Rodney Sacks, CEO, the target audience is 18 – 25 year old males (Murr, 2006). This market is focused on a product which offers an energy boost, so any audience that is involved in sports, or high endurance activity is a clear target. The green claw marks resemble adrenaline, power, and testosterone, accompanying its motto, â€Å"unleash the monster within†. High schools and colleges are clear niches for these high energy markets. The demographics for the target market for Monster energy drink are: Major Cities 18-25 year olds Males Athletes/ High endurance activities Income ? middle class According to the 2000 census, there are approximately 10 million males who fall under Sacks’ audience of 18 – 25 year old males. But I believe the target market is expanding to be much wider than that including women and older men. Judging by the effectiveness of free handout promotions in hot locations such as South beach, Florida, I see a target market of males and females ages 12 – 35. According to the census this number is around 80 million (US Census Bureau, 2007). Hansen’s Monster Energy drinks offer giant doses of caffeine and sugar in big black cans adorned with neon-colored claw marks. The scary packaging, plus a bevy of extreme-sports sponsorships, positions Monster as an edgy alternative to Red Bull in the fast-growing, $2 billion a year energy-drink market. Monster’s slogan: Unleash the beast. † Monster has certainly energized Hansen. The company has seen its sales more than double since it introduced the brand in April, 2002. Last year, Hansen earned $20 million on sales of $180 million, up from just $3 million of profits on sales of $80 million in 2001. Sales nearly doubled, while profits quadrupled, in this year’s first quarter. Those results helped Hansen earn the No. 26 spot on BusinessWeek’s annual ranking of Hot Growth Companies. Monster Objectives Hansen has jolted the Monster brand with a dose of guerrilla marketing. Teams of Monster ambassadors† give out samples of the product at concerts, beach parties, and other events. The company also sponsors motocross, surfing, and skateboarding competitions. Hansen representatives in black Monster vans supplement the company’s network of 300 independent distributors by assembling store displays and restocking specially designed racks in convenience store coolers. Hansen now owns an 18% share of the energy-drink category, according to the trade publication _Beverage Digest_. While Red Bull remains the leader with nearly half of the market, Hansen’s energy-drink sales increased 162% last year — more than three times Red Bull’s growth rate. A small subset of consumers is going wild over these drinks,† says Beverage Digest editor and publisher John Sicher. Hansen is really riding a tiger. † It’s a jungle out there, though. Coca-Cola Co. ([**KO**](.. /javascript:%20void%20showTicker(‘KO’)) ) is promoting its new Full Throttle energy drink. PepsiCo Inc. ([**PFE**](../javascript:%20void%20showTicker(‘PFE’)) ) is marketing energy drinks under its SoBe and Mountain Dew brands. And independent entrepreneurs have elbowed their way in with products such as Rockstar and FUZE Mega Energy. Every month we pick up a new product or two,† says George Kalil, who runs an independent bottling company in Tucson. Sacks estimates that the energy-drink category is growing 50% a year and that there’s room in the market for everybody. These are the new soft drinks of the world,† he declares. Sacks and Schlosberg are fending off the attack by diversifying. They’ve launched Joker, an energy drink sold exclusively in Circle K convenience stores, and Rumba, a caffeine-laced juice drink designed to be a morning pick-me-up. And they introduced Monster Assault, which comes in a black-and-gray camouflage can that saysDeclare war on the ordinary! † It’s a slogan that could describe the juiced-up strategy of this formerly sleepy beverage player. It is apparent that Monster has become a major player in the energy beverage market. We hope to be the number one choice of energy drinks among consumers.   

Overview of the Second Opium War

Overview of the Second Opium War In the mid-1850s, the European powers and the United States sought to renegotiate their commercial treaties with China. This effort was led by the British who sought the opening of all of China to their merchants, an ambassador in Beijing, legalization of the opium trade, and the exemption of imports from tariffs. Unwilling to make further concessions to the West, the Qing government of Emperor Xianfeng refused these requests. Tensions were further heightened on October 8, 1856, when Chinese officials boarded the Hong Kong (then British) registered ship Arrow and removed 12 Chinese crewmen. In response to the Arrow Incident, British diplomats in Canton demanded the release of the prisoners and sought redress. The Chinese refused, stating that Arrow was involved in smuggling and piracy. To aid in dealing with the Chinese, the British contacted France, Russia, and the United States about forming an alliance. The French, angered by the recent execution of missionary August Chapdelaine by the Chinese, joined while the Americans and Russians sent envoys. In Hong Kong, the situation worsened following a failed attempt by the citys Chinese bakers to poison the citys European population. Early Actions In 1857, after dealing with the Indian Mutiny, British forces arrived at Hong Kong. Led by Admiral Sir Michael Seymour and Lord Elgin, they joined with the French under Marshall Gros and then attacked the forts on the Pearl River south of Canton. The governor of Guangdong and Guangxi provinces, Ye Mingchen, ordered his soldiers not to resist and the British easily took control of the forts. Pressing north, the British and French seized Canton after a brief fight and captured Ye Mingchen. Leaving an occupying force at Canton, they sailed north and took the Taku Forts outside Tianjin in May 1858. Treaty of Tianjin With his military already dealing with the Taiping Rebellion, Xianfeng was unable to resist the advancing British and French. Seeking peace, the Chinese negotiated the Treaties of Tianjin. As part of the treaties, the British, French, Americans, and Russians were permitted to install legations in Beijing, ten additional ports would be opened to foreign trade, foreigners would be permitted to travel through the interior, and reparations would be paid to Britain and France. In addition, the Russians signed the separate Treaty of Aigun which gave them coastal land in northern China. Fighting Resumes While the treaties ended the fighting, they were immensely unpopular within Xianfengs government. Shortly after agreeing to the terms, he was persuaded to renege and dispatched Mongolian General Sengge Rinchen to defend the newly returned Taku Forts. The following June hostilities recommenced following Rinchens refusal to allow Admiral Sir James Hope to land troops to escort the new ambassadors to Beijing. While Richen was willing to allow the ambassadors to land elsewhere, he prohibited armed troops to accompany them. On the night of June 24, 1859, British forces cleared the Baihe River of obstacles and the next day Hopes squadron sailed in to bombard the Taku Forts. Meeting heavy resistance from the forts batteries, Hope was ultimately forced to withdrawal with the aid of Commodore Josiah Tattnall, whose ships violated US neutrality to assist the British. When asked why he intervened, Tattnall replied that blood is thicker than water. Stunned by this reversal, the British and French began assembling a large force at Hong Kong. By the summer of 1860, the army numbered 17,700 men (11,000 British, 6,700 French). Sailing with 173 ships, Lord Elgin and General Charles Cousin-Montauban returned to the Tianjin and landed on August 3 near Bei Tang, two miles from the Taku Forts. The forts fell on August 21. Having occupied Tianjin, the Anglo-French army began moving inland towards Beijing. As the enemy host approached, Xianfeng called for peace talks. These stalled following the arrest and torture of British envoy Harry Parkes and his party. On September 18, Rinchen attacked the invaders near Zhangjiawan but was repelled. As the British and French entered the Beijing suburbs, Rinchen made his final stand at Baliqiao. Mustering over 30,000 men, Rinchen launched several frontal assaults on the Anglo-French positions and was repulsed, destroying his army in the process. The way now open, Lord Elgin and Cousin-Montauban entered Beijing on October 6. With the army gone, Xianfeng fled the capital, leaving Prince Gong to negotiate peace. While in the city, British and French troops looted the Old Summer Palace and freed Western prisoners. Lord Elgin considered burning the Forbidden City as punishment for Chinese use of kidnapping and torture, but was talked into burning the Old Summer Palace instead by other diplomats. Aftermath In the following days, Prince Gong met with the Western diplomats and accepted the Convention of Peking. By the terms of the convention, the Chinese were forced to accept the validity of the Treaties of Tianjin, cede part of Kowloon to Britain, open Tianjin as a trade port, allow religious freedom, legalize the opium trade, and pay reparations to Britain and France. Though not a belligerent, Russia took advantage of Chinas weakness and concluded the Supplementary Treaty of Peking which ceded approximately 400,000 square miles of territory to St. Petersburg. The defeat of its military by a much smaller Western army showed the weakness of the Qing Dynasty and began a new age of imperialism in China. Domestically, this, coupled with the flight of the emperor and the burning of the Old Summer Palace, greatly damaged the Qings prestige leading many within China to begin questioning the governments effectiveness. Sources victorianweb.org/history/empire/opiumwars/opiumwars1.html state.gov/r/pa/ho/time/dwe/82012.htm

New to Reedsy Author Website Services

New to Reedsy Author Website Services New to Reedsy: Author Website Services Hi! It's Matt from the Product Team at Reedsy. We're pleased to announce the launch of author website design services on the Reedsy Marketplace. Some of the finest author website designers and waiting to collaborate with you to improve your web presence, or even build your site from scratch.Authors in 2017 simply can’t do without a website. And for independent authors, that goes double! If you want people to learn more about your current and upcoming books, where do you send them? If you need to build a mailing list, how do you do that? If readers, fans, or agents and publishers want to get in touch with you, where should they go?The answer to all these questions is -   you guessed it  - your wonderful author website!Our illustrious web designers have been handpicked from the absolute cream of the crop. It takes just a few minutes to request a free quote from professionals who have designed sites for both first-time authors and household names like Stephen King, Anthony H orowitz, Darren Shan, Cassandra Clare, EL James and Hanif Kureishi.Here are a few of the sites designed by Reedsy professionals: 10 Tips on How to Make an Author Website (+ Bonus Checklist) Read post Web design services offered by Reedsy professionals include:Updates to your existing websiteBranding and designWebsite hosting and domain setupNewsletter signup and lead magnetBlogContact formsImage galleriesSocial media sharingSearch Engine Optimization (SEO)To see what goes into creating an effective author website, check out these author website tips from our designers. Also,  head to our author website design page  to learn more about  collaborating with our awesome professionals.

7 negotiation tips for Millennials

7 negotiation tips for Millennials When you’re just starting out, negotiating may seem like some far-off point in your career: something you’ll do in your life eventually, like buy a minivan or start watching CBS procedural dramas. After all, you don’t have years of experience to use as leverage yet, right? Wrong! I don’t know how you feel about sensible family car choices, but negotiating in your work life is definitely something you should do now. There’s no magic rule that you must have a certain amount of experience or a particular level of work gravitas. And in fact, the more familiar you become with the process now, early in the game, the more potent your negotiation skills will be as you advance in your career.Why you should negotiateWhen employers make a job offer, they usually expect a little haggling these days. The offer may be at the lower end of a range for them, and why not? They have nothing to lose here: they have a good candidate on the line. If that person accepts t he offer straight away, they got a solid deal at the low end of the range. If that person negotiates up, the company is still likely within the scope of what they expected to pay. But it’s important to remember that you aren’t likely to lose much here either: as long as you negotiate reasonably and civilly, they’re probably not going to yank the job offer just because you tried to negotiate in the first place. And you do have the potential to make this sweet job offer even sweeter, either with more money or more perks.Negotiation also establishes a couple of things up front, before you even start the job: 1) that you’re a confident person who knows your worth; and 2) that you want to maximize your salary and benefits. The higher your starting salary is, the more you’ll be able to get when it comes to percentage-based raises and bonuses. Think of it as a professional investment that you can make now.When you should negotiateIt may be tempting to tal k about salary in a job interview, in a show of confidence- or even just curiosity to see if this job is going to be worth your while. Resist that urge. (And if the interviewer tries to sneak in their own stealth salary questions, here’s how to get around them.) Get past the application, the interview, the second interview, all of it†¦wait until you have a job offer in hand, with a salary attached as a starting point.Alternatively, you can negotiate when you already have a job, but feel ready for a raise or a promotion. Whatever the circumstance, it’s the same basic process: prepare, ask for what you want, and be ready for the back-and-forth.Tips for negotiatingLet’s look at some tips to help you build your negotiation skills and get ready to bargain with your employer. The more prep work you do now, the more ready you’ll be when it comes time- you don’t want to waste any time once you have that offer letter.1. Be prepared with an elevator pit ch.This is your headline, basically. Based on my previous experience managing social media, I was hoping to see a salary of $X. Your elevator pitch in this case summarizes why you’re worth the extra salary. I want and I need aren’t going to get you very far here- the employer isn’t concerned with what your preferences are. They want to make sure that you bring value in exchange for the extra salary bump or incentives added to your offer package. The more you emphasize those qualities in the negotiation process, the higher your chances of success.And this is especially important if you’re negotiating a raise at your existing job. The question of why is going to be one of the first you’ll need to tackle. Wanting a raise is all well and good (who doesn’t want one), but you need to show that you deserve it too.2. Be specific and realistic.This is where you should have a sense of what you’re worth. And I don’t mean that in a â€Å" my mom thinks I’m priceless† kind of way. I mean it in a â€Å"this is what people at my level in this field can make† kind of way. Once you know what you can reasonably expect, you can come up with specific dollar amounts as a counteroffer. Unrealistic counteroffers, just for the sake of seeing what you can get, are not likely to be met with success. Do your research- a search of similar positions on Glassdoor or Salary.com can often give you a good sense of what the market-level salary is for your new or current job. Use that knowledge to come up with a realistic range for your salary. It’s okay to reach a little in your counteroffer, but make sure it’s within a realistic range.3. Think outside the salary box.You know you can negotiate for more than just salary, right? When you get a job offer, you may also receive information on company policies, benefits, etc. Core benefits like insurance coverage and retirement savings plans may be set in stone , depending on your new company’s policies. However, you might be able to negotiate additional vacation or personal days, or work-from-home flex time. If the company seems pretty intractable on a salary bump, think about other ways you might be able to negotiate a more appealing package. But again, the key is being realistic. A junior employee is not likely to score an extra week of vacation up front, but if you think there’s wiggle room on time off, work that into your negotiation.4. Know what your limits are.Part of being realistic about your negotiation means having a dealbreaker in mind as well. It’s not defeatist to think about what could make you walk away from the negotiating table. You should decide ahead of time what your minimum is for this job. Maybe it’s the same salary as you make now. Or maybe you truly don’t want the job unless you can get a 2% raise over what you’re making now. Whatever the case may be, have that â€Å"last chance† number in mind before you get started. That way, if the negotiating drags on and you don’t see the company offering more than the bottom of your range, consider walking away and turning down the offer.5. Don’t panic.Once you’ve started negotiating, you may feel a little jumpy, like you overstepped your bounds. That can lead to accepting a counteroffer too quickly, just to get the process over with. If you’ve done your due diligence and have your range in mind, you know what you can realistically get. If the company indicates that they’re standing firm, then it’s time to accept (or reject) and move on.6. Keep it civil.A little confident swagger can be good when you’re negotiating. You know what’s not good? Threatening to take your ball and go home. It may seem like a baller move, but this is not the place to make ultimatums or threats. When you’re negotiating salary or a raise, both you and the company are d oing it in good faith, with the goal of finding an employment package that works for both parties. If you blatantly threaten to walk away if they don’t meet particular demands, then you just may find the job offer rescinded anyway. Or if you’re negotiating a raise and threaten to quit if you don’t get your way, you risk doing irreparable damage to your relationship with your boss and company. Always keep the tone civil and friendly, even when you’re making bold requests.7. Keep an eye on the clock.This isn’t necessarily a speed event, but you don’t want this to drag out. You want the job, and the company wants someone in the job as soon as possible. Try not to sit on any offer for more than a day without checking in with the company, or letting them know your decision timeline. When you get an offer, it’s fine to say, â€Å"I’d like to take a day to consider this offer. Is it okay if I get back to you on Wednesday?† Or à ¢â‚¬Å"I’m traveling this weekend. Okay if I let you know on Monday?† That way, the company knows you haven’t disappeared, and that you’re considering the next move.Negotiating is a process that you want to be familiar with as early in your career as possible. If you’re realistic and do your research, there’s no reason why you can’t be an advocate for your financial interests as a junior employee. Again, there’s no magic line where you can start negotiating, so why not now?

They Need to Demonstrate Good Research and Presentational Skills, and Coursework

They Need to Demonstrate Good Research and Presentational Skills, and Advice them to Solve the Problem - Coursework Example Then comes the postal analogy rule; the acceptance of the offer when the offeree posts the letter but can this apply to fast instantaneous communication like e-mail. Lastly, is the counter offer which kills the original offer; terminates it. BODY 1) An invitation to treat is an indication of a willingness to conduct business, it is invitation to make an offer or commence negotiations. Courts have considered whether or not a communication was an invitation to treat in a wide variety of circumstances. The Advertisement which Peter places is an invitation to treat just like Partridge v Crittenden (1968), the advertisement of a bilateral contract and Carlil v Carbolic Smoke Ball Company (1893), was decided that an advertisement was a unilateral offer. 2) In Partridge v Crittenden The appellant placed an advertisement in the issue for 13 April 1967, of a periodical â€Å"Cage and Aviary Birds† with the words â€Å"Quality British ABCR †¦ Bramble finch cocks, Bramble finch hen s, 25s eachâ€Å". It was put under the general heading â€Å"Classified Advertisements. In no place was there any direct use of the words â€Å"offer for sale†. T, having seen the advertisement, written for a hen, which was sent to him and arrived on 2 May 1967, wearing a closed-ring. T was able to remove it without harm to the bird. The appellant was charged with unlawfully offering for sale a certain wild live bird, viz, a brambling, other than a close-ringed specimen bred in captivity, contrary to s 6(1) of, and Sch 4 to, the Protection of Birds Act, 1954. The justices were of opinion that the advertisement was an offer for sale, and that the brambling was not a close-ringed specimen bred in captivity because it was possible to put off the bird's ring. On appeal against conviction. It was held, the advertisement in the present case constituted in law an invitation to treat, not an offer for sale, and the offence which was charged against the appellant was not, therefore , established. While on the other hand; 3) Carlil v Carbolic Smoke Ball Company was decided on the different basis. The defendants, the proprietors of a some medical preparation called "The Carbolic Smoke Ball," issued an advertisement in which they promised to pay 100 to any person who contracted the influenza after having used one of their smoke balls, in a certain specified manner and for a specified time. The plaintiff, upon the faith of the advertisement, purchased one of the defendants' smoke balls, and used it in the manner and for the specified time, but nevertheless contracted the influenza. It was held that the above facts made a contract by the defendants to pay the plaintiff 100. In the event which happened; that such contract was neither a contract by way of wagering within 8 & 9 Vict. c. 109, nor a policy within 14 Geo. 3, c. 48, s. 2; and that the plaintiff was entitled to recover the sum promised. 4) The general rule is that acceptance is not effective until it is co mmunicated to the Offeror. This is sometimes expressed by saying that the acceptance cannot be made through silence and the offeror cannot waive communication if that would be to the detriment of the offeree . 5) This can be shown in the case Felt house v Bindley (1862). The plaintiff (F) brought an action against the defendant auctioneer (B) for the conversion of a horse. In December 1860, a conversation had taken place between F and his nephew (N) regarding to the buying of a horse

Annotated Bibliography Essay Example | Topics and Well Written Essays - 1750 words - 7

Annotated Bibliography - Essay Example The site was primarily created to help the fans to have their say and share with the rest of Taylor and these popular events. Most people are an admirer of the talented singer Taylor Swift, and it is the reason a group of artist made the effort to create a community fan page. The author of this website gives narrations of Taylor Swift achievements and popular events such as concerts the pop star is expecting or has performed. The media in this community website includes both print, photos of Taylor Swift and videos of some of her songs and concerts performances. Rather than being interactive, the media gives a brief overview of Taylor Swift illustrious music career. I love Taylor Swift is a group that keeps Taylor’s fan posted on issue happening in her life. In particular, the administrator added beautiful photos of Taylor Swift on May 15th, the Rock In Rio, Las Vegas performance. There is a lot of information about Taylor’s songs. One specific song that Taylor in the message board is the about her Video, Bad Blood and the reception it had to the rest of the world. Most of the people who commented and made reviews of the video such as amazing and see a growing talent in 25 years old pop star. In another particular section, there is more news on Taylor’s upcoming event on Taylor and Ed Sheeran planned Las Vegas party after the music awards. The party is expected to be attended by the host of music stars and millions of fans who will come celebrate their favorite pop artists arguably living in this era. Taylor also gives her views about her life. She discloses her circles of friends such Karlie, Lena and Selena who understand her life keep her going in life. The site has plentiful Taylors photo and print about the happenings in her life. For those fans who like Taylor in India, they have a website where they engage on the latest happening around the Taylors Swift world. On late May 2015, Forbes listed Taylor

Article Critique Assessment Essay Example | Topics and Well Written Essays - 1750 words

Article Critique Assessment - Essay Example This paper aims at discussing the article and to find the issues and possible loop holes of the paper. The main reason this article has been chosen is that it deals with the security threats of eCommerce as well as the various threats to the accounting information systems. The authors have also discussed the implications to the management as well. This article is appropriate in the current times, where almost every business has launched an eCommerce website and the numbers of businesses online are constantly increasing every minute, this article is helpful in bringing out the threats being faced and the repercussions that these threats have on the management helps the businesses focus on the factors that need to be taken into account. Hence this article is very relevant in the current times and to a great extent provides the readers with a clear and well explained list of implications on various parties including, management, accountants and auditors, and academics. The article is al so very insightful as it provides a clear explanation of the need for security which can be easily overlooked in the current times. On the whole, the article provides a great insight into the security issues that relate to accounting information systems and excellent ways to reduce the threat levels of these systems. The article is very effective with a detailed explanation of the various aspects and views for different audiences. The article by Beard and Wen has touched upon a few essential aspects of accounting Information systems. The authors have discussed a wide range of issues that are being faced by companies across the world. An excellent point that the authors have included in the paper is the issues that are being faced due to the wide expansion of the internet and the newer opportunities that are being opened up for almost every business and the easy accessibility to break down all barriers of trade and all the physical barriers. The article has a major focus