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Judo in Action
' The meaning of judo -- an offshoot of jujutsu -- translates to something like "the gentle or yielding way" (judoinfo.com). The founder of judo was Professor Jigoro Kano, who believed that an alternative for jujutsu should be developed so that when practiced, a person practicing judo could win a contest "without injury" to the other combatant (judoinfo.com). This paper reviews and critiques the competition between product manufacturing companies -- combatants in their own right -- that compete with their innovative products and advertising campaigns. Innovations in this paper's marketing stories are intended to help raise revenue without injury to a company's bottom line.
Innovations and Competitions
When Robert Taylor came up with Softsoap, a liquid that was designed to go head-to-head with bar soap, he knew full well that companies like Proctor & Gamble and Armour-Dial would compete with their own liquid soap products. Taylor's gamble (to spend $7 million on advertising) paid off, but his timing (an important component of judo and other martial arts) was splendid when he decided to sell Softsoap to Colgate-Palmolive for $61 million. In the same year he sold Softsoap, Armour-Dial tried another produce (Liquid Dial) which roared...
What is not silly is the fact that eleven years after this article appeared in the Harvard Business School publication, the World Health Organization (WHO) reported that the "high caffeine levels" in energy drinks can cause " ... [heart] palpitations, hypertension, vomiting, convulsions," and can lead to death from heart failure (Siddique, 2014). And because Red Bull and other energy drinks are "targeted at young people," these drinks could have a very negative impact on public health (Siddique, p. 1). A University of Michigan study reported that energy drinks can lead to "cardiovascular symptoms, sleep impairment and nervousness and nausea" (Hodgekiss, 2014).
In the "U.K. Petrol Price War" section of the article it looks like greed -- or more formally, the "Pricewatch" program -- played a role in Esso losing £200 million in potential profits. This shows the downside of using every marketing trick in the book to get an edge on competitors in…
Works Cited
Corts, K.S., and Freier, D. (2003). Judo in Action. Harvard Business School. Retrieved September 16, 2015, from http://www.hbsp.harvard.edu.
Hodgekiss, A. (2014). Energy drinks 'increase the risk of mental health problems and drug and alcohol abuse.' Daily Mail, retrieved September 16, 2015, from http://www.dailymail.co.uk.
Judoinfo. (2015). What is Judo and Kodokan? Retrieved September 16, 2015, from http://judoinfo.com.
Siddique, H. (2014). Energy drinks could cause public health problems, says WHO study.
The Guardian. Retrieved September 16, 2015, from http://www.theguardian.com.
Red Bull Life's Better Without Wings: Red Bull and the Allure of Advertising It is difficult to imagine walking into a convenience store, gas station shop, or other such establishment without being almost immediately confronted by a refrigerator case full of the aluminum cans and colorful tabs of the many different brands of "energy drinks." These drinks, with such brand names as Monster and Rock Star, purport to give a jolt of
In this line of thoughts then, it is crucial for Red Bull to diversify its product offering from other items available on the market. 7. Managerial Implications The managerial team at Red Bull GmbH has to supervise the entire process of manufacturing and selling of the new candies. In this order of ideas, they must first conduct a market analysis assessing the need and consumer perceptions relative to the introduction of
They will want to try this product, and they will want to experience themselves the effects and the consumption process of the energy candy. Consumers' behavior shows us how they intend to respond to the product. Basically, they can reject it, approve it, or be indifferent to it. Their behavior in the case of the energy candy will probably be similar to their behavior in the case of energy drinks
b) Although the product appears to fill a need and has good commercial prospects, the feasibility is subject to some limitations. One is the effectiveness of the product. The candy format is less effective in terms of the caffeine/herbal stimulant integration, such that the product may not be as effective as liquid Red Bull. We are concerned that by offering the candy in pieces with 50% of the caffeine as
energy drink manufacturer Red Bull. Included in this report will be a number of important sections that will detail Red Bull, how they are performing and how they approach doing their business. Inclusive of that will be this brief executive summary, findings and analysis and a conclusion. The findings and analysis will be the bulk of the report. It will include a profile and summary of the company, a
Deconstructing Red Bull's Empire Red Bull has a couple of distinct advantages as more companies like Coca-Cola, Pepsi, and Monster enter the energy drink category. Firstly, Red Bull knows its audience well and has built a solid reputation among the young people that have helped pioneer the popularity of this beverage. Additionally, Red Bull has cultivated a significant social standing with its audience, to the point where there are certain social