Research proposal Essay Example | Topics and Well Written Essays - 1500 words - 3

Research proposal - Essay Example 78). Despite the widely acceptance, some scholars have opposed it, raising the arguments that it does not capture the entire sources of social influence especially among youths and the predicators it defines are not usually sufficient either (Bouzigard & Saidel 2010). For detailed understanding, studies should always be theory based. In this analysis, the theory of planned behavior was adopted as the theoretical framework to enhance the understanding (Ajzen 1991, p. 201). This theory asserts that when a person has a strong positive attitude, his/her subject norms will be stronger and the perceived control over the behavior will be greater; the intention to perform a particular behavior will be high, leading to involvement in that particular behavior. This theory is related to the influence students undergo in Saudi Arabia, leading to smoking instances (Kobus 2003, p. 36). Due to peer pressure, innocent students usually backslide and consequently follow the meek behaviors of their colleagues. Non-smoking students finally get themselves smoking. Most students in Saudi Arabia associate smoking with tobacco and not other substances. This is the reason why the government declared Saudi Arabia a free tobacco nation in 2000 (Garner & Alty 2005). In some instances, teachers smoke before their students, leading to poor role modeling (Connolly 2001, p. 31). Students from smoking families who also see their teachers smoke will have the courage to participate in advertisements designed to promote its consumption amongst the youths (Higgins & Conner 2003). The study aims to highlight how smoking affects behavior of students and the negative impacts it brings. Records from world heath organizations indicate that between 1999 and 2008 smoking amongst young people started between the ages of 13–15. Another set of data collected between 1999 and 2009 indicates that smoking prevalence ranges between 2.4% and 37%. The findings point

Individual Case Analysis Essay Example | Topics and Well Written Essays - 1250 words - 1

Individual Case Analysis - Essay Example The precise ways in which a brand adds value can be recognised through gaining knowledge about the sources of brand equity (Keller, n.d.). In relation to the provided case scenario related to Red Bull, it can be comprehended that the company focused on the aspect of creating brand awareness as well as establishing their brand image. These two facets are the key sources of their brand equity. Development of the source of brand awareness has facilitated Red Bull to develop its brand equity. Red Bull has especially focused on the element of brand recall. Brand recall refers to the customers’ capability to distinguish a particular brand within different circumstances (Keller, n.d.). . With this notion, Red Bull concentrated on designing its products attractively. Moreover, within its growth strategy the company entered new markets by taking a slow method to optimize the anticipation as well as buzz from the company (Das, 2012). This was a key strategy to build brand equity of the company. Moreover, it focused on inventing the aspect of functional energy within the beverage category segment which facilitated it to create a distinct brand image among the customers. It also focused on above-the-line strategy with regard to marketing aspect to draw the attention of its customers. It created an eye-catching logo of two red bulls and a yellow sun. The animated message reinforced the value of Red Bull as a drink that gives an individual ‘wings’ i.e. it energizes the person. This has been the main notion conveyed by the company to its consumers which is the key source of brand equity for the company (Kumar & Robert 1988). Incorporation of a distinct flavour and packaging along with positioning were the other major facets for the company that facilitated it to develop its brand equity. In terms of packaging, under the logo of the company, highlighting the aspect of energy drink was a major consideration by the company. Moreover, it positioned the brand a s revitalizing substance for body and mind. The product started to create a buzz as a mixer element in varied markets, however, the company primarily attempted to go beyond this aspect and appeal to a broader section of consumers especially the young ones (Rehman, 2011). The company also concentred on participating in different events and sporting activities which substantially boosted up its name and logo, which are the imperative elements for success of a company in terms of augmenting its brand equity. Q:2. Analysis of Red Bull’s Marketing Programs in Terms of how it contributes to the Brand’s Equity Red Bull is using uncongenial adverting policies, as it has uniquely positioned itself in the beverage industry. Its distinctive positioning has allowed it to detain a significant amount of brand recognition in different nations. The company focused on creating a sense of mystique amid its customers through its marketing program. It initially focused on word-of-mouth tr aditional method of advertising technique, however, it wanted to spread the awareness of the brand even more (Collins & Rusktad, 2008). Red Bull’s promotion strategies had facilitated it to flourish in the facets of market share, income, and units sold (Sarah, 2009). Exceptional positioning strategies were focused on by the company by targeting high-school and colleges going