Existentialism and Human Emotions Essay Example for Free

Existentialism and Human Emotions Essay I SHOULD LIKE on this occasion to defend existentialism against some charges which have been brought against it. First, it has been charged with inviting people to remain in a kind of desperate quietism because, since no solutions are possible, we should have to consider action in this world as quite impossible. We should then end up in a philosophy of contemplation; and since contemplation is a luxury, we come in the end to a bourgeois philosophy. The communists in particular have made these charges. On the other hand, we have been charged with dwelling on human degradation, with pointing up everywhere the sordid, shady, and slimy, and neglecting the gracious and beautiful, the bright side of human nature; for example, according to Mlle. Mercier, a Catholic critic, with forgetting the smile of the child. Both sides charge us with having ignored human solidarity, with considering man as an isolated being. The communists say that the main reason for this is that we take pure subjectivity, the Cartesian I think, as our starting point; in other words, the moment in which man becomes fully aware of what it means to him to be an isolated being; as a result, we are unable to return to a state of solidarity with the men who are not ourselves, a state which we can never reach in the cogito. From the Christian standpoint, we are charged with denying the reality and seriousness of human undertakings, since, if we reject Gods commandments and the eternal verities, there no longer remains anything but pure caprice, with everyone permitted to do as he pleases and incapable, from his own point of view, of condemning the points of view and acts of others. I shall today try to answer these different charges. Many people are going to be surprised at what is said here about humanism. We shall try to see in what sense it is to be understood. In any case, what can be said from the very beginning is that by existentialism we mean a doctrine which makes human life possible and, in addition, declares that every truth and every action implies a human setting and a human subjectivity. As is generally known, the basic charge against us is that we put the emphasis on the dark side of human life. Someone recently told me of a lady who, when she let slip a vulgar word in a moment of irritation, excused herself by saying, I guess Im becoming an existentialist. Consequently, existentialism is regarded as something ugly; that is why we are said to be naturalists; and if we are, it is rather surprising that in this day and age we cause so much more alarm and scandal than does naturalism, properly so called. The kind of person who can take in his stride such a novel as Zolas The Earth is disgusted as soon as he starts reading an existentialist novel; the kind of person who is resigned to the wisdom of the ages-which is pretty sad-finds us even sadder. Yet, what can be more disillusioning than saying true charity begins at home or a scoundrel will always return evil for good? We know the commonplace remarks made when this subject comes up, remarks which always add up to the same thing: we shouldnt struggle against the powers that-be; we shouldnt resist authority; we shouldnt try to rise above our station; any action which doesnt conform to authority is romantic; any effort not based on past experience is doomed to failure; experience shows that mans bent is always toward trouble, that there must be a strong hand to hold him in check, if not, there will be anarchy. There are still people who go on mumbling these melancholy old saws, the people who say, Its only human! whenever a more or less repugnant act is pointed out to them, the people who glut themselves on chansons realistes; these are the people who accuse existentialism of being too gloomy, and to such an extent that I wonder whether they are complaining about it, not for its pessimism, but much rather its optimism. Can it be that what really scares them in the doctrine I shall try to present here is that it leaves to man a possibility of choice? To answer this question, we must re-examine it on a strictly philosophical plane. What is meant by the term existentialism? Most people who use the word would be rather embarrassed if they had to explain it, since, now that the word is all the rage, even the work of a musician or painter is being called existentialist. A gossip columnist in Clartes signs himself The Existentialist, so that by this time the word has been so stretched and has taken on so broad a meaning, that it no longer means anything at all. It seems that for want of an advanced-guard doctrine ,analogous to surrealism, the kind of people who are eager for scandal and flurry turn to this philosophy which in other respects does not at all serve their purposes in this sphere. Actually, it is the least scandalous, the most austere of doctrines. It is intended strictly for specialists and philosophers. Yet it can be defined easily. What complicates matters is that there are two kinds of existentialists; first, those who are Christian. among whom I would include Jaspers and Gabriel Marcel, both Catholic; and on the other hand the atheistic exi stentialists among whom I class Heidegger, and then the French existentialists and myself. What they have in common is that they think that existence precedes essence, or, if you prefer, that subjectivity must be the starting point. Just what does that mean? Let us consider some object that is manufactured, for example, a book or a papercutter: here is an object which has been made by an artisan whose inspiration came from a concept. He referred to the concept of what a paper-cutter is and likewise to a known method of production, which is part of the concept, something which is, by and large, a routine. Thus, the paper-cutter is at once an object produced in a certain way and, on the other hand, one leaving a specific use; and one can not postulate a man who produces a paper-cutter but does not know what it is used for. Therefore, let us say that, for the paper-cutter, essence-that is, the ensemble of both the production routines and the properties which enable it to be both produced and defined-precedes existence. Thus, the presence of the paper-cutter or book in front of me is determined. Therefore, we have here a technical view of the world whereby it can be said that production precedes existence. When we conceive God as the Creator, He is generally thought of as a superior sort of artisan. Whatever doctrine we may be considering, whether one like that of Descartes or that of Leibniz, we always grant that will more or less follows understanding or, at the very least, accompanies it, and that when God creates He knows exactly what he is creating. Thus, the concept of man in the mind of God is comparable to the concept of a paper-cutter in the mind of the manufacturer, and, following certain techniques and a conception, God produces man, just as the artisan, following a definition and a technique, makes a paper-cutter. Thus, the individual man is the realization of a certain concept in the divine intelligence. In the eighteenth century, the atheism of the philosophers discarded the idea of God, but not so much for the notion that essence precedes existence. To a certain extent, this idea is found everywhere; we find it in Diderot, in Voltaire, and even in Kant. Man has a human nature; this human nature, which is the concept of the human, is found in all men, which means that each man is a particular example of a universal concept, man. In Kant, the result of this universality is that the wild-man, the natural man, as well as the bourgeois, are circumscribed by the same definition and have the same basic qualities. Thus, here too the essence of man precedes the historical existence that we find in nature. Atheistic existentialism, which I represent, is more coherent. It states that if God does not exist, there is at least one being in whom existence precedes essence, a being who exists before he can be defined by any concept, and that this being is man, or, as Heidegger says, human reality. What is meant here by saying that existence precedes essence? It means that, first of all, man exists, turns up, appears on the scene, and, only afterwards, defines himself. If man, as the existentialist conceives him, is indefinable, it is because at first he is nothing. Only afterward will he be something, and he himself will have made what he will be. Thus, there is no human nature, since there is no God to conceive it. Not only is man what he conceives himself to be, but he is also only what he wills himself to be after this thrust toward existence. Man is nothing else but what he makes of himself. Such is the first principle of existentialism. It is also what is called subjectivity, the name we are labeled with when charges are brought against us. But what do we mean by this, if not that man has a greater dignity than a stone or table? For we mean that man first exists, that is, that man first of all is the being who hurls himself toward a future and who is conscious of imagining himself as being in the future. Man is at the start a plan which is aware of itself, rather than a patch of moss, a piece of garbage, or a cauliflower nothing exists prior to this plan; there is nothing in heaven; man will be what he will have planned to be. Not what he will want to be. Because by the word will we generally mean a conscious decision, which is subsequent to what we have already made of ourselves. I may want to belong to a political party, write a book, get married; but all that is only a manifestation of an earlier, more spontaneous choice that is called will. But if existence really does precede essence, man is responsible for what he is. Thus, existentialisms first move is to make every man aware of what he is and to make the full responsibility of his existence rest on him. And when we say that a man is responsible for himself, we do not only mean that he is responsible for his own individuality, but that he is responsible for all men. The word subjectivism has two meanings, and our opponents play on the two. Subjectivism means, on the one hand, that an individual chooses and makes himself; and, on the other, that it is impossible for man to transcend human subjectivity. The second of these is the essential meaning of existentialism. When we say that man chooses his own self, we mean that every one of us does likewise; but we also mean by that that in making this choice he also chooses all men. In fact, in creating the man that we want to be, there is not a single one of our acts which does not at the same time create an image of man as we think he ought to be. To choose to be this or that is to affirm at the same time the value of what we choose, because we can never choose evil. We always choose the good, and nothing can be good for us without b eing good for all. If, on the other hand, existence precedes essence, and if we grant that we exist and fashion our image at one and the same time, the image is valid for everybody and for our whole age. Thus, our responsibility is much greater than we might have supposed, because it involves all mankind. If I am a workingman and choose to join a Christian trade-union rather than be a communist, and if by being a member I want to show that the best thing for man is resignation, that the kingdom of man is not of this world, I am not only involving my own case-I want to be resigned for everyone. As a result, my action has involved all humanity. To take a more individual matter, if I want to marry, to have children; even if this marriage depends solely on my own circumstances or passion or wish, I am involving all humanity in monogamy and not merely myself. Therefore, I am responsible for myself and for everyone else. I am creating a certain image of man of my own choosing. In choosing myself, I choose ma n.

Integrated Marketing Brand: Monster Energy Drink

Integrated Marketing Brand: Monster Energy Drink Monster energy drink is marketed and distributed by Hansen Natural Corporation, and at the beginning, Hansen Natural Corporation was distributed by PepsiCo Canada on November 10, 1986, and then transferred the distribution to Coca-Cola Enterprises (just-drinks.com), Coca-Cola United, and other Coca-Cola bottlers in many markets. Contracts with current distributors were bought out in these markets. In 2010, Monster Energy will expand their market and release their products to other countries, in order to grow their business. For instance, in Germany, Pepsi is the Producer of Monster energy drink, and it is available there since Summer/Autumn 2010, also in Australia, Monster Energy drink is distributed by Schweppes as Coca-Cola Amatil manufactures Mother energy drink, which is an exclusive energy drink sold only in Australia and New Zealand. In addition, most companies spend their money on ad agencies, TV commercials, radio spots, and billboards to tell customers how good their product s are, but Monster does not, they choose to support scene, bands, athletes and fans. Monster sponsors athletes so they can make a career out of their passion. Monster is way more than an energy drink. Led by our athletes, musicians, employees, distributors and fans, Monster is A lifestyle in a can.(Monster,2009) Section One Brand campaign descriptors 1.1 Brand information Monster energy drink is belonging of Hansen Natural Corporation manufactures natural including Hansens Natural Soda, Hansens Energy, Hansens Junior Juice, Peace Tea, and Blue Sky. The company is a leading natural soda brand in southern California for the past 30 years (Bowden, 2008). Hubert Hansen began selling fresh ,non pasteurized juices to film studios and retailers in Southern California under the Hansens name in 1930, developed and marketed a variety of Natural sodas and pasteurized shelf stable, 100 percent juices also under the Hansens label. Monster receives a large amount of recognition from its sponsorship of various sporting especially X sports events such skateboard competition. 1.2 Agencies associated with the campaign The brand of Monster would be promoted through the whole campaign. In order to organize a successful brand campaign, several agencies in different areas would be used to associate the campaign. Firstly, Ogilvy Mather Shanghai, a 4A company, would be used as the advertising agency to help the brand design all the advertising products which would publish to public such as posters on the streets, advertising in magazines and newspapers, TV commercials and products on social media to attract audiences. DUSHOW Shanghai branch exhibition services company is another agency that would be used in this campaign. DUSHOW is a company with the experience of helping REDBULL energy drink doing the similar campaign in Shanghai before. The company would help the company find the place for the event is going to be held. 1.3 Brief description of the campaign Monster Company would run a street skating event to promote the brand image in Shanghai market. When mentioned sports especially X sports, people would think about passion and exciting. This fits to the brand image of Monster energy drink. This campaign would deliver the culture and information about the Monster Company and Monster energy drink. At the event, Monster would invite Greg Lutzka, who is one of the best skateboarder and sponsored by Monster, to the event to give fans a fantastic show. What the campaign wants to achieve is to increase the awareness of Monster energy drink in Shanghai market and try to build brand loyalty among regular customers. This campaign of skateboard event would be held in the first two Saturday of July. In Shanghai, the summer holidays will begin in the first of July of 2011. Therefore, our target market would be available when the campaign is running. The campaign would run for three hours from 2:00 PM to 5:00 PM for both Saturdays. It would be super hot at that time in July. In that case, the brand image would be left in peoples mind very deep when they try the Monster product with icy cold in hot weather. 1.4 Visions of the campaign Before the campaign is going to be held, the Monster would have advertising on sports newspapers and X sports magazines. Both of them would be the same vision expect the size. The advertising on magazine would be a full color page and it would be a half color page advertising on news paper. Also, Monster Energy drinks would use Internet to interact with customers and provide them with extra information about the campaign, be it through Monster Energy drinkss official website or through social media such as social websites like of Facebook or Twitter, which are the most two popular social website among teenagers (Qualman, 2011). The reason why using social media as a tool of promotion the campaign is to achieve to teenagers or young couples (including people within the 15 40 years old cohort). Finally, an official website notice vision of the campaign would be on the most clearly position of the website to make sure everyone can notice this information as they open the official webpage of Monster energy drink. The official website is especially useful as it can reach not only the target segment (i.e. youth as buyers), but also an expanded scope of spillover audiences (i.e. motor enthusiast, older sports supporters as users). These tools can be used to gauge the degree of popularity of the campaign as well as provide some feedback from the consumers, which is another reason the company using social media. The campaign would be held in Xu Jia Hui Sports Park which is located in the center of Shanghai and it is one of the most popular sports park and famous for street skate facilities. In that sports park, there is no need to worry about lacking of audience, because that is the place where all the young people are going in Shanghai especially for people who like sports. Furthermore, the location of the park is closed to several big shopping malls. There would be a huge number of people walk by that area. Also, before, the event be held, the company would choose Eastern Morning Sports Daily as the sports newspaper that the advertising going to be put on. It will appear on the second page of the paper an on the bottom of the page. For the TV commercial, Five Star Sports channel is chosen at the TV channel which plays the TV commercial and it will be played before the 6:30 PM sports news. 1.5 Media Company The media company that the Monster energy drink is going to use for this campaign is Focus Media Group. Focus Media Group is Chinas largest Digital Media Group in China. Focus Media could provide a broad portfolio of media advertising forms. This could help the Monster Company running the campaign easier and more efficient. Section Two Campaign analysis Sources: Monster Energy Drink 2.1 Particularly striking about the campaign The skateboarding campaign in Shanghai is planned by Monster Energy Drink. Under this campaign, the company uses a event sponsorship as an approach to achieve their desire. The skateboarding campaign offers opportunities to assess customer response to product immediately. The campaign could be pretty effective as a marketing tool because it can be a means of accessing a wide range of audiences such as decision makers in business, government entities and customers. It is very helpful for the company that take part in international trade, because sports events sponsorship transcends cultural and language barriers (morebusiness.com). The main feature of this campaign is that it uses extreme sports, skateboarding, to establish a link between Monster products with its targeted teenage segment. Teenage segment does not like other age segments. They have their own life style and personalities admiring exciting things and cool events. Therefore, this skateboarding campaign could effectively bridge Monster products to the young customers and reach potential ones. 2.2 Why does it works Although Monster has operated successfully in Europe nations, America and Australia ranking the second largest energy drink company just behind Red Bull. In order to successfully accessing to a new foreign Asian market in China, Monster needs to conduct some activity to see the reflection of the local customer. This skateboarding campaign gives local customer the opportunities to try out the product of Monster firsthand and make the effectiveness measureable for Monster. If its core ideology fit with local culture well, the campaign will gain a active response. And if the response is negative, the corporation still have chance to adjust its strategy before it lose money. So this campaign is worthy to be executed and it improves Monsters awareness and the recall voice of Monster. 2.3Specific factors lead to success 2.3.1 Choice of target audience Unlike the other industries, energy drink is still a new and developing industry and its target market is different and distinctive as well. The target market Monster aimed at is not various, wide and capacious. 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 (oppapers.com). Therefore, the Monster Energy Drink is no exception to advance for and advertise to the certain age group. To stressing on the certain young generation, Monster Energy Drink Corporation should be even more particular in their marketing efforts, promoting its products and advertising to attract very specialized consumers base, such as gamers, extreme enthusiasts and the hip-hop crowd. And the influences of this focus on such a ta rget audience could be found in the advertising campaigns of most energy drinks. The marketing strategies that revolve around sponsoring public events or celebrity endorsements reflect this focus (oppapers.com). The skate boarding campaign in Shanghai is also a reflection of the emphasizing on specific customers. Through organizing and sponsoring this extreme sports campaign, the Monster Company could well appeal to Chinese young customers especially Shanghais younger generation. Choice of media Because the Monster Energy Drink focuses on urban market and young customer base, the media choice and media strategy adopted should reach its aims. Brand awareness and image are necessary to succeed. Campaign must connect with the target to encourage trial purchase and eventually brand loyalty. In order to gain enough attractions for this campaign, rational investment in media and unremitting efforts for advertising are demanded. There are some effective ways helping for advertising this campaign. Firstly, television, as a major staple in any campaign, gives a direct demonstration of the advantages of Monster. A profile match strategy will be implemented in TV media approach. Prime time television advertisement in Teens channels and X sports programs is very efficient, such as Adventure and Skate board TV show. Secondly, mobile Billboard is a good choice of advertising. It draws attention to a message by sending it directly to the customer. It could reach a particular demographic ta rget and achieves market saturation. Thirdly, well use of transit is very important too. Through penetrating every part of community, it delivers high-profile exposure near point-of-purchase location. Outdoor advertising offers the lowest cost per thousand, while maintaining the highest frequency (slideshare.net). Electronic direct mail also could demonstrate the benefits of Monster and the information detail about the campaign by sending to target audience and people who enjoy sports or sportsman into extreme action. Finally, Internet and website advertisements are suitable for attracting young age groups attention. As surfing Internet has become a way of life and nearly all teens are accustomed to know events from Internet. Internet advertisement, as a new approach of media advertising, is more likely to reach the young customer base. And it is a more economical way contrasting to the traditional media choices. Good choice of media could help monster to increase top of mind recall , change customers perception and increase share of voice which will in turn facilitate increasing its share of market. 2.4 What could be done to improve its execution? Many young customers and young adults are confused energy drink with sports drink. During the campaign, the demonstration about the differences and the advantages should be revealed. Campaign is a process that Monster Corporation communicates with its consumers. It is important to communicate that Monster energy drink can maintain metal awareness generate energy pulse and it also a good tasting alternative for other caffeinated beverage containing all natural elements. Although it is critical to focus on marketing communication, the frequency of advertising should be managed efficiently to avoid annoying audience. Some extreme sports stars could also be invited into this campaign. Therefore, more extreme sports fans could be attracted and the atmosphere can be boosted and driven. Section Three Brand analysis 3.1 Brand Personality Brand personality is described and measured by those human personality traits that are relevant for brands (Kapferer 2008). The brand characteristics come from different kinds of human personality. Therefore, the brand characteristic creates to achieve them differently in terms of different types of packing and advertising. Monster energy drink has been re-creating the band which is refreshing their brand to reinforce more target customers under new campaign. Monster energy drink has no exception to target to the certain age groups. Especially, teenager and youth groups are the most important groups for company to design the extremely targeted marketing strategy to gain more market share. On the other hand, individuation could represent the brand personality of Monster energy drink. To build the brand, the company should think different to capture more targeted customers. It promoted its products and advertising to attract very specialized consumers base, such as gamers, extreme enth usiasts and the hip-hop crowd. 3.2 Brand Identity Brand identity is a unique set of brand associations implying a promise to customers and includes a core and extended identity (Ghodeswar 2008). Brand Identity is represented by colors, design, logotype, name, and symbol which are brand components in customers mind. The packing of Monster is quite different to other energy drinks. For example, the logo has a claw of Monster. It represents the powerful energy for young people. Also, the name is important factors to influence the awareness of this product. The color of Monster makes consumers to create more imagination and attract more attentions. Monster in advertising campaign is trying to cause consumers to challenge themselves and gain more emotional resonance. Also, the capacity of bottle is installed with the same price. More capacity of bottle is the important marketing strategy to catch more consumers. 3.3 Brand Relationships A brand is an active relationship that customers know the value. A significant brand provides meaning and is important to a person because it connects with their life, and they have behavioral, attitudinal and emotional involvement (Varey 2002). The set of associations linked to a brand is the key components of brand relationship. Marketers work to connect a particular lifestyle or personality with their specific brand. Monster use the typically advertising strategy on social events help consumers link the advertising and packaging with the brands. The target consumer of Monster energy drink is teenager and youth. To reach this two segment, company uses different strategies to communicate with their potential consumers and create more new customers with the same interests. For example, they provide more opportunity to communicate with customer by brand celebration ceremony, sponsor sports competition such as surfing, gaming and racing, doodle exhibition. In addition, the subsidiary c ompany of Monster offers the derivative products to gain more market share such as hats, T-shirts, watch and sports products. Also, Monster energy drink established the plan to promote their products in several ways such as social commercial advertising on roadside, shops refrigerator and back of vocal concert tickets. 3.4 Brand Community The importance of brand community has already become the major trend for company to communicate with their consumers. The famous advertising spokesperson for company could enhance the effectiveness of advertising. For example, Michelin sponsored the races around the world. A numbers of marketers use Tiger Woods as an endorser for their brand. These are the classical tools to implement the brand community as the new strategy and share the brand value through servicing or animations. Wiegandt (2009) claimed that the existence of brand communities has the potential to reduce the cost of advertising, brand communities not only provide firms with a pool of suitable and highly motivated customers to choose from, but also to learn the social knowledge from brand communities. Monster energy drink has built many monster sports communities for their consumers. The Monster Army is one of the largest communities for great numbers of athletes and fans Monster Army could make people get insider ac cess to the Monster Energy lifestyle Athletes, Sponsorship, News, Music, Contests and Events. The Monster Army is a legion of athletes and fans that represent the brand all over the world. People could get together to share the information and experience from the brand communities and they provide a convenient way of communicating to its customer such as Facebook, Twitter, iTunes and YouTube. 3.5 Brand Stakeholder Relations Stakeholders contribute to companys business in exchange for the value that it delivers to them (Finskud 2009). Company need to secure the value of their stakeholders in order to gain more profit from existing market. Successful branding can have a dramatic impact on consumers by providing the opportunities to offer the brand to appropriate stakeholders. Monster is concerning the connection with their stakeholders. They created the new plan for their stakeholders. Monster energy drink has a strong relationship with their rock bands partner. It provides more opportunities for their loyalty consumers to see the great rock singer. Also, it still sponsored some special sports event to attract more potential customers and support their brand communities become successful. 3.6 Brand Semiotics Monster Energy is a brand of energy drink manufactured by Monster Beverage Company of Corona, California. It was one of the first drinks marketed in a 16-ounce can. It is available at most supermarkets and convenience stores in the U.S. and Canada. The original Monster energy drink comes in a black can with a green M logo. Monster pull tabs are unique from standard pull tabs in that they are punched with an M instead of a large hole (Energysip.com 2011). The semiotics is important because its identify Monster energy drink to the world. Monster energy drinks semiotic is all about building brand awareness and people trust about its products. This semiotics will be showed on all promotional item and document so it will support companys image. Also, the attractive semiotics of Monster energy drink could influence the imagination of consumers and pulling the attention of consumers. 3.7 Typography Typography is a design of the text, which covers a wide range of things, such as books, poster and website which are textual. Also, the words on paper or screen affects on the area around the words, the size and proportions of those channels (Friendsofed, 2011). The main job of typographer is to make things clear and to make things work, to make sure that the text is legible and that the underlying structures in the authors manuscript (such as headings, chapters, and sections) are accurately reflected in the final work (Friendsofed, 2011). Typeface is a set of characters drawn from the same design. Times and Arial are typefaces. Strictly speaking, Times Regular and Times Bold are different typefaces, but theyre part of the same typeface family. Typeface is a significant of the visual component (Friendsofed, 2011). 3.8 Brand Strategy Brand strategy is a plan of the brand which will concern with the objectives. As well as, the strategy should be differentiate and maintain the customer which relate to the brands vision. The brand strategy is affect on the brand behavior and brand experience of the business. (Brandchannel, 2010). Developing a brand strategy can be one of the most difficult steps in the marketing plan process. Its often the element that causes most businesses the biggest challenge. Teenagers and young adults are undoubtedly the core consumer group for monster energy drinks. Brand strategy of monster is focus on teens and youths segments. Monster reached its core market of males aged 18 to 32 by flooding retailers with giant cans of its various energy drink offering, in essence supersizing the much smaller cans sold by Red Bull. Its aggressive image, striking packaging, and oversized cans have helped monster expand its position in growing energy drink market. With such a young core consumer base, Mons ter energy drink marketing focuses on youth themes and strategies. Monster improves their brand image through sponsorships of extreme sporting events and lifestyles, such as wakeboarding, skateboarding, motocross, and surfing (Simon, 2007). The most current trend in energy drinks marketing is from its users in cyberspace. Thus, monster energy has created their webpages to show their drinking products and their events. This kind of exposure is a boon to marketers, because they are in effect advertising the products. Moreover, it improve brand image and reflects strong grassroots support. 3.9 Employer Branding It can be defined the Employees branding as an image of the company which will effort to communicate with the current and future employees to make them satisfy with their workplace (Reach Information, 2008). An employer brand is a collection of ideas and beliefs that influence the way current and potential employees view an organisation and the employment experience that organisation is offering. It communicates the companys culture and values and helps to ensure employees are passionate about, and fit in with, the organisational culture to help move the company forward. For an employer brand to be successful, it should focus on the entire employment experience, organisational personality, goals and values. Therefore, the monster corporate brand supports the employer brand. Monster used peers influence to attract great people who have the passion and positive attitude in the job. Also, interview is often the most important battle to win. An organisations employer brand and reputation go a long way in attracting people and this is particularly beneficial for many larger companies. Monster should work harder on their employer brand and promote their image through public relations, advertising and word of mouth. 3.10 Brand culture Brand culture is the cultural dimensions or code of brand history, image, myths, art, and theatre that influence brand meaning in the market place (Schroeder 2008). Monster brand cultural is a company culture in which employees live to brand values, to solve problems and make decisions internally. Monster Energy Drink is one of the newer breed of soft drink. Monster energy is the No. 1 Energy brand in the USA. First launched in the USA in 2002, Monster energy has been the innovator in the energy category in the USA, pioneering the 473ml can, 710ml resalable can, 946ml can, Juice + Energy and Java Monster. Monster energy builds a close and credible association with its core target market through its sponsorship of athletes and events that generate media coverage and re-enforce brand imagery (Schweppes, 2011). Section Four Agency Pitch 4.1 Situational analysis In the future, we would like to choose a new branding approach which promotes Monster into Chinese market. Because China is thought to be the center of the Earth and the third largest country in the world (after Russia and Canada).The country has the largest population in the world. China is a time-honored country; it has more than 5000 years history. The culture of china is more traditional and conservative. After China joined the World Trade Organization (WTO), many retail investors from all over the world are developing quickly in China. They are expanding their market size and share, thus Chinese retailers are facing more severe competition. Chinas economy under the past 30 years has changed from a centrally planned system that was huge closed to international trade to a more market-oriented economy. It has a rapidly increasing private sector and is a major player in the global economy. China is a rapidly rising global economic power. Overall growth has an average which between 7 to 8 percent for more than 10 years, with some markets expanding much more rapidly; In terms of the population of 1.3 billion, China presents the largest consumer market which is the most populous nation in the world. According to The World Factbook (2010), the labor force in China is 813.5 million in 2009 and it is the first rank if compare to the world.The government of China is very stability for foreign company to do international business in these days. In June 2010, China raised their foreign investment to the second-highest even the global economic recovery show signs of weakening. 4.2 Competitor media analysis Monster has a competitor-Red Bull functional/energy drink. Red Bull energy drink is one of the earliest brand names in the field of functional/energy drinks in the world. Through the long-term development and publicity, the Red Bull has been spread into the countries of Asia. It coming into being 40 years ago in the beautiful South East Asian countryThailand, is one of the earliest brand names in the field of functional/energy drinks in the world. Through the long-term development and publicity, the Red Bull has been spread into the countries of Asia. Although the other energy drinks such like Red Bull has already spread in Chinese market. Through Medias and promotion, the Red Bull brand had been widely known in China within two years. 4.3 All about Monster Unlike Most companies, monster energy drink has their characteristics, they did not spend plenty of money to advertising and promotion to tell customers how good their products are, they choose to support scene, bands, athletes and fans. Monster sponsors athletes so they can make a career out of their passion. Monster is way more than an energy drink for customers. Energy drink is the quite new Market in China, and the assumed competitor is Red bull, thus Monsters package will be very different from red bull as it is in U.S.A now. Marketers will also do the localization to fit in the one of largest market in the world, for example: using Chinese character. According to the income level in China, marketers will decide an acceptable price, and the red bulls price in china is definitely our reference, we will make the price 5% lower than red bull. In 2010, Monster Energy will expand their market and release their products to other countries. most companies spend their money on ad agencies, TV commercials, radio spots, and billboards to tell customers how good their products are, but Monster does not, they choose to support scene, bands, athletes and fans. Monster sponsors athletes so they can make a career out of their passion. Because the Monster Energy Drink focuses on urban market and young customer base, the media choice and media strategy adopted should reach its aims. Brand awareness and image are necessary to succeed. Campaign must connect with the target to encourage trial purchase and eventually brand loyalty. In order to gain enough attractions for this campaign, rational investment in media and unremitting efforts for advertising are demanded. There are some effective ways helping for advertising this campaign. Firstly, television, as a major staple in any campaign, gives a direct demonstration of the advantages of Monster. A profile match strategy will be implemented in TV media approach. Prime time television advertisement in Teens channels and X sports programs is very efficient, such as Adventure and Skate board TV show. Secondly, mobile Billboard is a good choice of advertising. It draws attention to a message by sending it directly to the customer. It could reach a particular demographic target and achieves market saturation. Thirdly, well use of transit is very important too. Through penetrating every part of community, it delivers high-profile exposure near point-of-purchase location. We will find the largest drink distributor in the world which is also running business in China to support Monster energy drink, therefore Coca cola will also be our partner in China, same as in U.S.A. In terms of Promotion, we will follow the same methods what Monster now is doing in U.S.A, which is not doing advertising much, but sponsor and support the local athletes, bands, and sport events. 4.4 Limitation Energy drink is a quite new product in the world, thus a lot of information is too hard to reach, and there are rare studies related to energy drink, so the resources researchers can get is limited. In addition, according to our research purpose, during the seminar, all of researchers have agreed that Energy drink is a specific market and different from other soft drinks, it should be individual analyzed, hence, we set up Monsters opponents which are energy drinks companies only. And this decision has become our restriction during the research, because we all focused on energy drink companies, and assumed them as Monsters only opponents. CONCLUSION To sum up, Energy drink is a new campaign in drinks companies, and this market is not only enlarging, but lucrative. Everyone drink company wants to be the first brand in this field. As previous chapters discussed, Red-bull and Monster are considered to be the first-two brands in energy drinks. The competition between them is keen. How can Monster be won in this campaign? In this study, researchers all agreed that Monster should pay more attention on overseas markets, and the reasons is, the endorsers of Monster are all based in USA, but worldwide famous in their own audiences, on the other words, their followers are everywhere crossing over the world, thus Monster should utilize this opportunity to introduce their product broadly, and build up their brand image as well. For example, Energy drinks in most oriental countries is not common at the moment, consumers there are still need to be developed, Monster should try to be there as the first arrived energy drink, and then proceed to branding themselves as the first brand energy drink through most common social medias, meanwhile doing the same method as they are still working on in USA, sponsor the local stars and sport event, localizing themselves, furthermore, while Monster is worldwide everywhere, they can earn not only income but also the reputation, this could be another positive instrument for Monster to win the competition in their hometown USA. Researchers believe this way could be help for Monster energy drinks future business

Age Of Reason Essay -- essays research papers

Stein 2 Certain Individuals that lived in the period of time know as the Age of Reason discovered many knew inventions and advancements to improve the quality of life. When experimented with, these advantages brought forth knew ideas to extraordinary people who forever changed the way we look at life. Although many people found these discoveries to bring a great revival to mankind, others rejected these new improvements and felt as if they were defying god. These years were full of discoveries, conflicts, and new visions that of the world. The age of reason brought on many changes to religious, political, scientific, and literary aspects of the eighteenth century. Ever since the beginning of time, religion has been the dominating source of reason. People have turned to prayer and spirituality for a sense of control and understanding in their lives. Not until the years of the age of reason was there an alternative proposed for a better method of interpreting things. This alternative method was science. Although scientific thought spread rapidly, religion was not forgotten. Religion controlled many things science could not. It gave people a sense of why they are here and why things occur. This understanding results in sanity and calmness. During the age of reason, people who kept religion flourishing were Ethan Allen, Thomas Jefferson, Thomas Paine, and Patrick Henry. In Thomas Paine’s The Crisis, No. 1, he uses vivid imagery and rhetorical techniques to persuade the audience into believing his point. â€Å"Even the expression is impious; for so unlimited a power can belong only to God.†(Paine). In Ethan Allen’s Reason only Oracle of Man, reason is taught through the eyes of an oracle, or someone whom God speaks to the people through. A religious revival that flourished around this point in history was called Deism. Deism beliefs differed in many ways than the traditional religions for it’s major concept was that God spoke through everyone, not only a particular chosen one. Franklin, Paine, and Jefferson all participated as active Deists, abandoning their previous religion from which they were raised. A key aspect that attracted many people to Deism was that its goal was to achieve goodness and prosperity throughout the world. Although this way of thinking seemed to have no faults, there was the share of those who rejected this idea. As rationalism spread in th... ...cements made in the political movement of the age of reason are what give the basis and shape of our successful governments today. The age of reason also contributed a great literary works. Gaining more common sense, authors were able to use more abstract thinking in their writing and talk about truth rather then fantasy or fiction. Some of the great authors of this time include James Madison and Alexander Hamilton (the Federalist Papers), Franklin and Jefferson’s Autobiographies, and Michel Guillaume Jean de Crevecoeur (Letters from an American farmer). As literary works were at their peaks, poetry was on the duller, unoriginal side. It was often written in direct imitations of the British and had no thought or reason behind it. Great poetry would be soon to come in the age of romanticism.   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  The age of reason brought on many changes to religious, political, scientific, and literary aspects of the eighteenth century. With advancements, improvements and intelligence improving rapidly through everyone who lived at in that time, the age of reason was more of a turning point in the course of history then just a period of time.

Personal Narrative - Christmas Memory Essay -- Personal Narrative Essa

I think Christmas has always been one of my favorite holidays. Maybe because of the special atmosphere that you can feel everywhere, in shops, restaurants , pubs and even streets, where you can hear the magical carols, or maybe it's because of its religious background, but what I can tell you for sure is that I can't think of anything more exciting than the image of the entire family preparing the Christmas Tree or fixing the Christmas dishes. When I think of Christmas the first thing that pops into my mind is the delicious Chocolate Cake that only my grandma knows how to prepare. Perhaps this is the reason why, every year, my family and me try to spend our holiday at our grandma's place. So, every year, we all step into the car and try not to think at the long road that we have in f...

Walden - The American Economy :: Thoreau Walden Essays

Walden - The American Economy When the American people think of the word economy; money and the government often come to mind. In Greek Eco means the household and Nomy means to manage something. So why do American's tend to think of money and ownership when they think of the word "Economy?" Are Americans mearly living a career or are they living some other narrowly focused routine? Is a worthwhile lifestyle being lived? In Walden by Henry David Thoreau, Thoreau describes what is wrong with the American culture and society and how solitude can make the human pure. Thoreau sets out to build a house in the woods to try and demonstrate that every person can live a simple life. When he begins his stay at Walden Pond he only has an ax that he has borrowed. His house is built and he moves in on July 4, 1845 (420).. He becomes very familiar with nature and his surroundings and less familiar with the humane society. According to Moss, "He views the ponds as pure, sacred wells and as places for spirtual renewal" (421). He feels that the soal needs to be cleansed in order to discover the real meaning of life and be able to enjoy it. Too many people are content with the surface of life and merely following tradition. Thoreau wants people to look deeper into nature. Throughout Throreau's stay at Walden Pond, he encourages America to take a deeper look at life. Thoreau begins his essay with an explanation of exactly why he went to stay at Walen Pond. Joyce Moss writes, "He went out to live in the wilderness by himself- to demonstrate that it is possible to

How are fire scenes different than regular crime scenes for investigators? Essay

They are different than regular crime scenes because fire scenes have a different procedure. Plus, most fires scenes don’t require a search warrant. This is because it can take a long time to get a search warrant but with fire scenes it is crucial to get the evidence as soon as possible because causes of the fire, like petroleum, can evaporate within days, or even hours of the fire. Also, they need to know how to prevent the fire from starting again and possibly injuring fire fighters or other emergency responders. What is the blast effect? The blast effect is the outward rush of gases from the bomb’s site of origin. What are the two types of high explosives?  The two types of high explosives are Primary explosives, which are easily ignited or detonated and are very sensitive to heat and friction, and Secondary explosives, which are usually much less sensitive to heat and friction and they typically have to be ignited through the use of other explosive materials. What is a substrate control? Why is it done? A substrate control is an uncontaminated substance. It is taken to allow forensic scientists to compare the two samples to each other and observe whether a flammable liquid is present. How is the evidence from a fire scene collected? What should be avoided? Ash and soot and other things that may have evidence of flammable liquids are collected from where the fire is believed to have started. Any materials collected from a fire scene are put in air-tight containers to prevent the evaporation of any flammable liquid evidence. Critical Thinking Questions What do you think would be the most challenging part of investigating a fire or explosion crime scene? Why? I think the most challenging part of investigating a fire or explosion crime scene would be collecting evidence. This is because a lot of the evidence is going to either be destroyed or contaminated and unusable. Also, finding the  cause of the fire would be difficult if the cause was, for instance, petroleum, and evaporates within hours of the fire. Do you think search warrants should be required for fire scenes? Why or why not? Search warrants are not required for fire scenes because the evidence at fire scene needs to be collected as soon as possible because it is important to determine where a fire started and why in order to prevent the fire from starting again and possibly injuring fire fighters or other emergency responders. This wouldn’t be possible if we had to wait more than a couple hours for a search warrant. Do you think more countries should adopt the practice of putting color coded chips in explosive materials? Why or why not? I absolutely agree with the adaption of putting color coded chips in explosives. These chips allow forensic scientists to track down viable information about the explosive that will help find the culprit responsible for the explosion. Why do you think crime scenes involving homemade bombs have increased? I think homemade bomb crime scenes are increasing because of the opportunities we now have. This includes the internet, which tells us how to make the bomb, and stores that sell and/or produce the supplies for making the bombs. Why do you think the procedures are different from normal crime scenes to those involving fire and explosions? What benefits or challenges are there because of these different procedures? I think the procedures are different from normal crime scenes to those involving fire and explosions because with fires and explosions the evidence that forensic scientists need to investigate the crime scene can be destroyed quicker than that of a normal crime scene. This is also the major challenge, it can be very cumbersome working fast to retrieve this evidence in such a small window of time, that it creates a lot of room for human error. Including the retrieving process and preserving of evidence. Benefits could include not having to wait for a warrant, which is just irritating, because you could be investigating the crime scene and moving forward with the investigation but you cant.

Ideal Home Description Essay

The first steps onto the property lead to a lavish driveway. There is a huge automated gate in front for privacy. Running parallel to the cream colored concrete driveway are trees on both sides. The large booming trees shade the driveway when it is sunny out. Down the driveway put off to the side is a massive garage. The garage, like the home, is built with brick. Set off to the right, the garage can hold up to five cars. The doors of the garage are a maroon color that matches the window sills of the home. Moving back to the left, walking upon the home, there is a wide porch. It takes five steps to get to the top, and to see two pillars standing guard by the door. The pillars stand short and stocky, colored like ivory pearls. Pushing through the heavy red door with an odd shaped black iron door handle leads to the spacious foyer. Beside the left of the door inside the roomy foyer rests a hefty table to be used for mail and other things from the outside world that do not require immediate attention. To the right there are hooks to hang coats and keys. Also below the hooks is a rack for shoes that sits on a polished wood floor. Moving along through the foyer there is a large expansive staircase. The staircase slightly curves and leads into a hallway of rooms. There are three rooms on each side of the stairs. The first door on the right side of the stairs is brown. The room is painted a very bright green color with auburn carpet. Inside the room there are many toys. There are toys of all kinds; there are stuffed animals, dolls, cards, board games, and more. The door across from the toy room is a little brighter then the others. Walking in this door, there appears to be not much in it. The walls are the color of a soft blue sky with clouds and a nice light brown bamboo floor. It has large expanding windows for the sunlight to easily come in. There are many chairs to lounge in and a few spa chairs in the back corner. There is a closet on the right of the room that is filled with towels, lotions, creams, and etc. Leaving this room, there is one door left at the end of this side. Here is the largest room to explore yet. The walls are a calm and mature dim red like the color of blood. The floors are a dark polished bamboo. There are bright white carvings into the wall that make bookcases. Each wall is lined with them and is stocked with books. In the very back of the room there is a fireplace with a shaggy green rug in front of it. Two narrow long windows stand at the side of the fireplace. There are two brown armchairs spilt by a love couch in the middle of the same color. In the middle of the room, there are also a few low level bookcases filled with books. Leaving this room and entering the first room on the left side of the stairs, there is a full bathroom. The walls are a brilliant blue color with eggshell colored tiles. There is a closet to the left full with toiletries. The his and her sink is an intense red along with the toilet. The shower, which is also a tub, has a stainless steel door. The towel rack on the door holds blue towels that match the blue rug placed in front of the shower. Right between the door and the sink, a woven light brown hamper is placed to throw dirty clothes in. Out of the bathroom and moving along to the room across the hall is a door full of pictures. Inside the room there are vivid golden walls and bamboo flooring. Covering most of the floor is a gigantic purple rug. There is a desk in the top left corner of the room encased with papers and projects. A computer and mouse struggle to stay on top of all the work. Arranged in the right corner is a queen sized bed with a huge mahogany chest in front of it. The ceiling has a glow-in-the-dark universe full with stars and planets. There is one large dresser by the door stuffed with clothes. The closet on the other side is filled with shoes, coats, and dresses. The last room to explore upstairs is also quite massive, but not as giant as the room full of books. It has a queen sized bed in the middle where the floor is elevated. On one side there are two medium sized dressers lining the shady orange wall. On the other is an entertainment system full of the latest gadgets and a flat screen TV. There is a closet spewing clothes and shoes. The floor is tan colored carpet. Going back down the stairs and through the foyer is the kitchen. The kitchen has a large stainless steel refrigerator full of the healthiest and some of the most unhealthiest foods. Next to the refrigerator is a gas oven. There is an island in the middle with three bar stools. In the island there is also a stainless steel sink and cabinets underneath. The cabinets around the kitchen are mahogany colored to set off the pale white walls. They are filled with pots, pans, spices, and food. Also in the kitchen to match most of the house are more bamboo flooring. Through the kitchen to the right is the dining room. A sturdy dinning room table stands center with many chairs encasing it. The room has tan walls and polished dark flooring. There is an abstract arrangement of light fixtures hanging above the table for decoration. There is another bathroom behind the dining room that resembles the previous one mentioned. Back through the kitchen and to the left is the largest room in the house. It is the living room. Full of everything that is in a living room like a fireplace, TV, entertainment system with a stereo, and etc. The walls are a calm green color, and the floors are bamboo. Through the living room going back to the front of the house, there is the master bedroom. It contains a king-sized bed for everyone to crawl into. There are two large dressers, a walk-in closet inside a walk-in closet, and a bathroom that replicates the upstairs bathroom but twice the size. The main difference is the whirlpool hot tub in the far back. The other way through the living room, heading to the back of the house, leads to a patio. The patio holds sitting chairs and is a place to relax. It has a great view of the swimming pool and the enormous backyard. The yard contains a mini play-set with swings, a slide, and a jungle gym. A tree house was built in the far perimeter of the owned land property. There is a bevy of grass area for kids and pets to run around on. Also the tennis and basketball courts are on the far right side of the lawn. Next to the patio there is a spiral staircase that leads to the basement. The basement is a storage area filled with cold concrete flooring and unpainted drywall. It has one small room for guest with just a bed and a small dresser. Next to it is a small bathroom with just a standing shower, a toilet, and a sink which are all pearly white. Going back up the spiral staircase directs to the rear of the home. It illustrates the expansive lifestyle of the owners. Having six rooms upstairs used for multiple purposes, only two being bedrooms, and one a bathroom is a great deal. Along with the large living room, master bedroom, kitchen, and dining room, there are oodles of chores to be kept. Keeping maintenance in the abundant amount of rooms is hard work. Not to mention the total outside area that also needs to be well kept. This is an ideal home for families.