Thursday, January 30, 2020
Private labels and their effect in the market Essay Example for Free
Private labels and their effect in the market Essay Introduction            The intense competition in retail markets has driven retailers to offer their own products that have somewhat similar quality at affordable price. The so-called â€Å"private label†becomes an attractive solution for customers that cannot afford to buy branded products.            According to global survey on private labeling, performed by AC Nielsen in 2005, they found that consumers in 38 markets continue accepting private labeling as good alternatives especially in markets where private labeling has existed for a long time. On average, in the Europe like Pacific regions, private labeling is perceived to be preferred choice by 78% of their consumers, followed by North America (77%), and Asia (51%). In terms of individual country, private labeling becomes the most preferred choices in Netherlands (91%), followed by Portugal (89%), and Germany (88%) (Shelf Impact, 2005).            The situation suggests that private labeling now becomes the savior for consumers and serious threat for branded producers. Since the private labeling has been adapted in many countries worldwide, this paper will discuss about private labeling of Welch Foods in United Arab Emirates (UAE). Company Background            Welch Foods is a well-known producer of juices, jams, and jellies made from Concord and Niagara grapes. Since the company only produces particular type of grapes that only grows in the United States and some parts of Canada, it becomes the Welch’s competitive advantages.            However, as globalization and open market policies are adopted by several countries to ensure fair competition, Welch Foods face serious threats as giant retailers start aggressively their private labeling strategy on variety of products including juice products. Private Labels and Its Impacts on market            By definition, private labeling refers to products or services that produced or manufactured by one company to offer under another company’s brands. Usually, retailers’ name appears on the packaging of the products and offer customers much lower price than other branded products.            In case of Welch Foods that face intense competition from other branded juice products and private label in the UAE, the company must deal with private labeling strategies that retailers or supermarkets performs. Therefore, in order to cope with pricing strategies that retailers perform to undermine branded products, Welch Foods have two options.            First is to form an agreement with retailers to produce store brands for the retailers. This private labeling of Welch has following benefits: It prevents competitors (juice producers) to take opportunity of private labeling with retailers/supermarkets Reduce promotion costs since it is such a joint promotion program Obtaining more shelf space in retailers’ outlets            The second option is to produce second layer products if the retailers have conducted private labeling with Welch’s competitors. By delivering second layer products, the company can match the retailers’ private label products. Case of Welch Foods in United Arab Emirate (UAE)            The fast growing of private label industry also exist in the United Arab Emirates (UAE). During the Private Label Middle East (PLME) – Dubai 2007, the number of foreign companies that are interested in entering UAE through private label strategy is increasing (AME Info, 2007).            The situation suggests that Dubai becomes one target market of private label industry. AME Info refers Dubai as the gateway to private label industry ion the Middle East in which in the exhibition there are about 100 exhibitors from more than 20 countries want to enter UAE through private labeling.            According to AC Nielsen survey, 84% of UAE consumers know at least one private label. This is much better than United Kingdom of Saudi Arabia (only 67%). Due to the intense competition in retail industry, Welch Foods must provide counter strategy to compete with already-in-market private labels.            In simple ways, Welch Foods must perform marketing plan that consist of the following activities: Identification and Choosing Market Segments      For most products, there are always a number of different markets into which the product can be sold. Furthermore, within each market there are also a number of market segments that will also need special attentions. These segments are based on age, sex, tastes and preferences, religious beliefs, demography, income, etc. The importance of identifying and choosing between these different segments lies in several requirements. First, identifying between market segments is required to tailor the product quality characteristics. Second, it is important for designing promotional efforts. Third, it is important to design distribution and sales strategies. Designing the Marketing Mix      The marketing mix design (product, place, promotion and price) is derived from the identification of market segments performed earlier. It is the answer to some of these questions: who will be our customers?, where are our customers?, what are the average income level of our intended customers?, who are our competitors?, what are their apparent strengths and weaknesses?, how will our product be better?, how will our product be distributed?, etc. Enhance Packaging and Building Brand Image      The first impression obtained by consumers about any product comes from its brand image and packaging. A simple attraction toward product label or packaging could lead to a lifetime of product loyalty. Thus, the design of a label, design of a package and the quality of materials used for packaging is a critical factor that has considerable influence in determining sales number.            (‘Marketing’. n.d; Lake, 2005) Reference: AME Info. (2007). Private label industry on growth path across the Middle East. Retrieved November 15, 2007 from http://www.ameinfo.com/135804.html Gordon, I.H. (1999). Relationship Marketing: New Strategies, Techniques, and Technologies to Win the Customers You Want and Keep Them Forever. John Wiley and Sons John Stanley About.com. (2007). Brands versus Private Labels. Retrieved November 07 from http://retailindustry.about.com/library/uc/02/uc_stanley2.htm Kotler, Philip. (2000). Marketing Management. New Jersey: Prentice Hall Lake, Laura. (2005). How To Develop a Marketing Strategy in 5 Easy Steps. Retrieved November 14, 2007 from http://marketing.about.com/cs/advertising/ht/5steps2strategy.htm SBA. (2003). Target Market. Retrieved November 14, 2007 from Available at: http://www.sba.gov/starting_business/marketing/research.html Shelf Impact. (2005). Consumers: Private label ‘good alternative’ to other brands. Retrieved November 14, 2007 from http://www.shelfimpact.com/archives/2005/09/consumers_private_label_good_a.php
Wednesday, January 22, 2020
A Comparison of Fierceness in Beowulf and in The Saga of King Hrolf Kra
Fierceness in Beowulf and in The Saga of King Hrolf Kraki      Is fierceness mentioned only in Beowulf or is it an element common also to this famous Icelandic saga? Is fierceness described the same way as in Beowulf?  The Anglo-Saxons prior to 1000AD were as a race fierce. They possessed great courage. Beowulf reflects their fierceness and courage in a variety of ways. Beowulf complains to Unferth in the Danish court: â€Å"Grendel would never have done such horrors †¦ if you were so fierce as you suppose.†The hero, who had earlier killed nine sea monsters, opted to face Grendel in mortal combat WITHOUT sword or shield or the assistance of others: â€Å"but I shall seize my enemy in my hand grip and fight.†Later when the hero’s sword failed against Grendel’s Mother, he remained â€Å"resolute†and seized her by the shoulder and fought till victory came. Thus â€Å"Beowulf, fierce in war, received the cup from Wealhtheow.†Later, the hero went up against and killed Daghrefin, the Huga champion, without weapons: â€Å"Nor was my sword his death, but my hand grasp broke his bone-house, tore out his surging heart.†After fifty years of kingship, when the fire dragon molested his people, Beowulf, the old man, did not lose his fierceness; he was â€Å"ready to die †¦ life from body parted †¦ I am brave in mind.†In the final battle brave Wiglaf showed his own fierceness and advanced to help his lord who was englulfed in flames: â€Å"With him I will embrace the fire †¦ he doesn’t deserve to suffer alone.† The Anglo-Saxons were also fierce in the sense that they delighted in slaughter. George Clark in Beowulf states regarding the epic: â€Å"Swords, shields, coats of ring-mail, helmets with sourmounted boar figures . . . all furnish the poem and are ... ... husband King Hjorvard to rebel against King Hrolf. With her magic King Hrolf was killed along with his forces. So the story ends on a sad note due to the fierceness of a diabolical queen.  In conclusion, the type of fierceness mentioned in Beowulf is common also to this famous Icelandic saga, The Saga of King Hrolf Kraki. Additionally, there are other types of fierceness in the latter associated with maiden-warriors and with the use of magic.  BIBLIOGRAPHY  Alexander, Michael, translator. The Earliest English Poems. New York: Penguin Books, 1991.  Chickering, Howell D.. Beowulf A dual-Language Edition. New York: Anchor Books, 1977.  Clark, George. Beowulf. Boston: Twayne Publishers, 1990.  The Saga of King Hrolf Kraki, translated by Jesse L. Byock. New York: Penguin Books, 1998.      Â
Tuesday, January 14, 2020
Rhetorical Devices in Night Walker by Brent Staples
Brent Staples uses vivid language and rhetorical devices to express and convey the elements of fear, anger, and violence. We all make many decisions based on past experiences. That’s how we learn to avoid touching a hot stove burner for example. It’s also about how we learn to do things that bring us pleasure. So we all develop discriminating behavior, but when that discrimination is based purely on the color on that person’s skin, or his ethnicity, without knowing anything else about that person, it becomes racism.Being a malicious looking black man, walking the streets at night may give someone the idea that you’re a rapist, killer, robber, or even a stalker. Nearly everyone has experienced these same emotions before and each has reacted similarly with varying degrees. Immediately in the first paragraph, Staples depicts a woman walking and the fear she experiences dude to stereotyping. In the story he relies on imagery and common experiences to emphasize this emotion. â€Å"She cast back a worried glace. †(paragraph. 1) That imagery perfectly conveys the emotion of fear.When you’re walking alone at night and someone â€Å"sketchy†follows you, it’s easy to draw on your past experiences and conclude you should be worried. Staples then uses sarcasm to display his disapproval of the woman’s false impression. â€Å"She picked up her pace and was soon running in earnest. Within seconds she disappeared into the street. †(paragraph. 1) Due to his ethnicity, the woman feared that she was going to be a victim of violence. His choices of words convey a negative connotation and reinforce the fear factorLiving in a small town where gang warfare, street knifings, and murders are common, these circumstances can inflict trauma and ingrain hostile emotions. â€Å"I grew up one of the good boys, had perhaps a half-dozen first fights. In retrospect, my shyness of combat has a clear source. †(paragraph . 6) Staples emphasizes that the violence experiences he witnessed as a kid were the root causes for the acute effects imprinted on his psyche. â€Å"As a boy I saw countless tough guys locked away; I have buried several, too.They were babies, really – a teenage cousin, a brother of 22, a childhood friend in his mid-20s all gone down in episodes of bravado played out in the streets. †(paragraph. 6) Staples uses personal stories of conflict and pathos to illustrate violence and the emotional/physical price it has on people and their attitudes. Being subject to racism and discrimination is demeaning and debilitating. In fact they can lead you to anger. â€Å"Relatively speaking, however, I never fared as badly as another black male journalist. †(paragraph. ) Stemming from racism is common when someone is mistreated or falsely accused of something because of their race. â€Å"Mistaking the reporter for the killer, police officers hauled him from his car at gunpoin t and but for his press credentials would probably have tried to book him. Such episodes are not uncommon. Black men trade tales like this all the time. †(paragraph. 8) Staples portrays anger using euphemism and implies that the anger sterns from stereotyping of African Americans. These real life experiences and the vivid imagery give the reader an acute awareness into the harmful effects of racism..Fear, violence, and anger brought on by racism all provide the foundation of the story â€Å"Night Walker†by Brent Staples. The author uses personal life experiences and vivid imagery to ingress upon the reader the impact of discrimination. Not only does he use rhetorical devices, he uses concrete details to create a stronger more profound effect on the reader. Being subjected to racism is demeaning and debilitating and results in a toxic environment for the person being subjected to these acts of ignorant discrimination.
Sunday, January 5, 2020
Antonio López de Santa Anna, 11-Time Mexican President
Antonio Là ³pez de Santa Anna (February 21, 1794–June 21, 1876) was a Mexican politician and military leader who was President of Mexico 11 times from 1833 to 1855. He was a disastrous president for Mexico, losing first Texas and then much of the current American West to the United States. Still, he was a charismatic leader, and, in general, the people of Mexico supported him, begging him to return to power time and again. He was by far the most important figure of his generation in Mexican history. Fast Facts: Antonio Là ³pez de Santa Anna Known For: President of Mexico 11 times, defeated U.S. troops at the Alamo, lost much Mexican territory to the U.S.Also Known As: Antonio de Padua Marà a Severino Là ³pez de Santa Anna y Pà ©rez de Lebrà ³n, Santa Anna, The man who was Mexico, Napoleon of the WestBorn: February 21, 1794 in Xalapa, Veracruz Parents: Antonio Lafey de Santa Anna and Manuela Perez de LabronDied: June 21, 1876 in Mexico City, MexicoPublished Works: The Eagle: The Autobiography of Santa AnnaAwards and Honors: Order of Charles III,  Order of GuadalupeSpouse(s): Marà a Inà ©s de la Paz Garcà a, Marà a de los Dolores de TostaChildren: Marà a de Guadalupe, Marà a del Carmen, Manuel, and Antonio Là ³pez de Santa Anna y Garcà a. Recognized illegitimate children: Paula, Marà a de la Merced, Petra, and Josà © Là ³pez de Santa AnnaNotable Quote: As general-in-chief I fulfilled my duty by issuing the necessary orders for the vigilance of our camp, as a man I succumbe d to an imperious necessity of nature for which I do not believe that a charge can be justly brought against any general, much less if such a rest is taken at the middle of the day, under a tree, and in the very camp itself. Early Life Santa Anna was born in Xalapa on February 21, 1794. His parents were Antonio Lafey de Santa Anna and Manuela Perez de Labron and he had a comfortable middle-class childhood. After some limited formal education, he worked for a short time as a merchant. He longed for a military career and his father procured an appointment for him at an early age in the Army of New Spain. Early Military Career Santa Anna quickly rose through the ranks, making colonel by the age of 26. He fought on the Spanish side in the Mexican War of Independence. When he recognized that it was a lost cause, he switched sides in 1821 with Agustà n de Iturbide, who rewarded him with a promotion to general. During the turbulent 1820s, Santa Anna supported and then turned on a succession of presidents, including Iturbide and Vicente Guerrero. He gained a reputation as a valuable if treacherous ally. First Presidency In 1829, Spain invaded, attempting to retake Mexico. Santa Anna played a key role in defeating themâ€â€his greatest (and perhaps only) military victory. Santa Anna first rose to the presidency in the 1833 election. Ever the astute politician, he immediately turned over power to Vice President Valentà n Gà ³mez Farà as and allowed him to make some reforms, including many aimed at the Catholic Church and the army. Santa Anna was waiting to see if the people would accept these reforms. When they did not, he stepped in and removed Gà ³mez Farà as from power. Texas Independence Texas, using the chaos in Mexico as a pretext, declared independence in 1836. Santa Anna himself marched on the rebellious state with a massive army, but the invasion was conducted poorly. Santa Anna ordered crops burned, prisoners shot, and livestock killed, alienating many Texans who might have supported him. After he defeated the rebels at the Battle of the Alamo, Santa Anna unwisely divided his forces, allowing Sam Houston to surprise him at the Battle of San Jacinto. Santa Anna was captured and forced to negotiate with the Mexican government for recognition of Texas independence and to sign papers saying he recognized the Republic of Texas. The Pastry War and Return to Power Santa Anna returned to Mexico in disgrace and retired to his hacienda. Soon there came another opportunity to seize the stage. In 1838, France invaded Mexico in order to make them pay some outstanding debts. This conflict is known as the Pastry War. Santa Anna rounded up some men and rushed to battle. Although he and his men were soundly defeated and he lost one of his legs in the fighting, Santa Anna was seen as a hero by the Mexican people. He would later order his leg buried with full military honors. The French took the port of Veracruz and negotiated a settlement with the Mexican government. War With the United States In the early 1840s, Santa Anna was in and out of power frequently. He was inept enough to be regularly driven out of power but charming enough to always find his way back in. In 1846, war broke out between Mexico and the United States. Santa Anna, in exile at the time, persuaded the Americans to allow him back into Mexico to negotiate a peace. Once there, he assumed command of the Mexican army and fought the invaders. American military strength (and Santa Annas tactical incompetence) carried the day and Mexico was defeated. Mexico lost much of the American West in the Treaty of Guadalupe Hidalgo, which ended the war. Final Presidency Santa Anna went into exile again but was invited back by conservatives in 1853, so he served as president for two more years. He sold some lands along the border to the United States (known as the Gadsden Purchase) in 1854 to help pay some debts. This infuriated many Mexicans, who turned on him once again. Santa Anna was driven from power for good in 1855 and went once again into exile. He was tried for treason in absentia, and all of his estates and wealth were confiscated. Schemes and Plots For the next decade or so, Santa Anna schemed at getting back into power. He attempted to hatch an invasion with mercenaries. He negotiated with the French and Emperor Maximilian in a bid to come back and join Maximilians court but was arrested and sent back into exile. During this time he lived in different countries, including the United States, Cuba, the Dominican Republic, and the Bahamas. Death Santa Anna finally was given an amnesty in 1874 and returned to Mexico. He was then about 80 years old and had given up any hope of returning to power. He died on June 21, 1876, in Mexico City. Legacy Santa Anna was a larger-than-life character and inept dictator. He was officially president six times, and unofficially five more. His personal charisma was astounding, on a par with other Latin American leaders such as Fidel Castro or Juan Domingo Perà ³n. The people of Mexico supported him multiple times, but he kept letting them down, losing wars and lining his own pockets with public funds time and again. Like all people, Santa Anna had his strengths and weaknesses. He was an able military leader in some respects. He could very quickly raise an army and have it marching, and his men seemed to never give up on him. He was a strong leader who always came when his country asked him to (and sometimes when they didnt ask him to). He was decisive and had some crafty political skills, often playing liberals and conservatives off against one another to build a compromise. But Santa Annas weaknesses tended to overwhelm his strengths. His legendary treacheries kept him always on the winning side but caused people to mistrust him. Although he could always raise an army quickly, he was a disastrous leader in battles, winning only against a Spanish force at Tampico that was ravaged by yellow fever and later at the famous Battle of the Alamo, where his casualties were three times higher than those of the outnumbered Texans. His ineptitude was a factor in the loss of vast tracts of land to the United States and many Mexicans never forgave him for it. He had serious personal defects, including a gambling problem and a legendary ego. During his final presidency, he named himself dictator for life and made people refer to him as most serene highness. He defended his status as a despotic dictator. A hundred years to come my people will not be fit for liberty, he famously said. To Santa Anna, Mexicos unwashed masses could not handle self-government and needed a firm hand in controlâ€â€preferably his. Santa Anna left a mixed legacy to Mexico. He provided a certain degree of stability during a chaotic time and despite his legendary corruption and incompetence, his dedication to Mexico (especially in his later years) is rarely questioned. Still, many modern Mexicans revile him for the loss of so much territory to the United States. Sources Brands, H.W. Lone Star Nation: The Epic Story of the Battle for Texas Independence. Anchor Books, 2004.Eisenhower, John S.D. So Far from God: The U.S. War with Mexico, 1846-1848. University of Oklahoma Press, 1989.Henderson, Timothy J. A Glorious Defeat: Mexico and its War with the United States. Hill and Wang, 2007.Herring, Hubert. A History of Latin America From the Beginnings to the Present. Alfred A. Knopf, 1962Wheelan, Joseph. Invading Mexico: Americas Continental Dream and the Mexican War, 1846-1848. Carroll and Graf, 2007.
Saturday, December 28, 2019
Jane Eyre - Critical Evaluation - 1819 Words
The novel Jane Eyre by Charlotte Bronteuml; consists of the continuous journey through Janes life towards her final happiness and freedom. This is effectively supported by five significant ‘physical journeys she makes, which mirror the four emotional journeys she makes. 10-year-old Jane lives under the custody of her Aunt Reed, who hates her. Jane resents her harsh treatment by her aunt and cousins so much that she has a severe temper outburst, which results in her aunt sending her to Lowood boarding school. At the end of the eight years, she has become a teacher at Lowood. At the age of eighteen she seeks independence and becomes governess at Thornfield Hall. Over time, Jane falls in love with its master, Edward Rochester, who†¦show more content†¦The third important journey which Jane makes is from Gateshead back to Thornfield having visited her Aunt Reed on her deathbed. By then Jane realises that she loves Rochester, but has no idea that her feelings are reciprocated. A key theme is raised: Jane has a fierce desire to love and be loved. She feels alone and isolated when she has no friends around her. This is a stark contrast to the search for money, social position, God etc. - which drive the other characters. These contrasting themes r einforce Janes affectionate nature, intelligence, and sense of justice, all of which are strengthened with every journey she makes. During this journey, Jane is afraid of what the future holds for her. She believes at this point that Mr Rochester is going to marry Blanche Ingram, and that she will have to leave Thornfield and never see Mr Rochester again. For a week before Janes departure, she dreams of a baby each night: ... a dream of an infant...it failed not for seven successive nights to meet meÂ….. This recurrent image is possibly personification of the innocence and vulnerability of Jane herself: she has to support herself and still feels alone because she does not believe that Rochester loves her. 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Friday, December 20, 2019
Determining Whether there is a Presence of Anti-Semitism...
Determining Whether there is a Presence of Anti-Semitism in William Shakespeares The Merchant of Venice It is quite clear when reading The Merchant of Venice that there is a large focus on Shylock being a Jew. This is very prominent in his I am a Jew speech he, the Jewish moneylender, angry and betrayed, rails against the non-Jewish world which torments him. Antonio hath disgraced me, and hindered me half a million, laughed at my losses, mocked at my gains, scorned my nation, thwarted my bargains, cooled my friends, heated mine enemies - and whats his reason? I am a Jew, he exclaims. Then comes the famous speech. Hath not a Jew eyes? Hath not a Jew hands, organs, dimensions, senses, affections,†¦show more content†¦If I do not love her I am a Jew, proclaims Benedick about Beatrice; meaning that if he does not love her he is a scoundrel. In Macbeth, the witches intone Liver of blaspheming Jew as they pop another vile ingredient into their cauldron. Servants invite each other for drinks, stating that one who refuses the offer is a Jew. Portia, in her impassioned speech about mercy: The quality of mercy is not strained, / It droppeth as the gentle rain from heaven changes her tune when it is her turn to be merciful. Not so fast, Jew. to Shylock, as she relentlessly increases his punishment. This is a concrete example of why maybe Shylock is the way he is: The villainy you teach me I will execute, and it shall go hard but I will better the instruction. I would argue, despite the anti Semitic content of some of the scenes in this play, that the play is not solely anti Semitic or that Shakespeare is so. At first it may appear that Shakespeare is merely building the play up to show a cantankerous Jew who receives his comeuppance, however Antonio, the merchant of Venice, is shown to be a hard-hearted man who curses Jews and spits upon their coats. When he is forced to ask Shylock for a loan, not only does he refuse to apologise for this behaviour, but also he actually says, I am like to call thee so again, to spit on thee again, to spurn
Thursday, December 12, 2019
Red Bull Tweet Analysis for Non-Alcoholic- myassignmenthelp
Question: Discuss about theRed Bull Tweet Analysis for Non-Alcoholic. Answer: Introduction Red bull a well-known energy drink producer is mainly popular among young adults. Being a non-alcoholic beverage manufacturer Red bull made its position among the top energy drink manufacturer. Within very less period of time Red bull made its way becoming among the tops (Tang et al., 2014). On the other hand, throughout this ten year of span technological advancement also provided various aspects and created different new mediums or platforms for promotion of one product or service. On the internet that is the backbone of the social media handles e.g. Facebook, Instagram and Twitter is the current channel for different businesses to promotion of their services unlike the previous times when the television was the main media of information (Shendge et al., 2015). The social media handles helped the brands to find and reach to its desired customer through interactions on those platforms. In addition, consumers became able to share their feelings and feedbacks using the social media pl atform posts that are generally 140-character text in twitter while facebook status and instagram posts also available for the same purposes. The more social media saw growth in its customer database the more advertisers approach those platforms to monetise their contents for getting the benefits of the service along with promotion of own products (Sakaki, Okazaki Matsuo, 2013). A popular brand like red bull does not always require promoting its soft drinks while it also promotes other purposes too like sports and musics. Objective Like many of the product manufacturer Red Bull have also its presence over all the major social networking platforms. The objective of this study is analysing a collection of tweets that were made on the twitter handle of the organisation (Han et al., 2017). The entire energy drink manufacturers always promotes that their products boosts physical and mental performance. However, over consumption of the drinks may lead to serious health issues that the energy drink manufacturer ignores (Da Silva, Hruschka Hruschka, 2014). In this report, the tweets collected from the official handle of the organisation is analysed and reviewed to figure out whether the organisation Red Bull takes neutral steps for promotion or it heavily promotes its consumption. Literature Review According to Bruns and Stieglitz (2015), the research conducted by them on the tweets as a main source of information. Taking into concern the research conducted by Oh, Sasser, and Almahmoud (2015), they had analyzed the super bowl advertisements for their source of information. It has been found critical to use the tweets for the basis of information for the research helps the researchers to obtain information from real time events (Baralis et al., 2013). They are all real events occurring around the world. Analysis of the tweets help the researchers to gain critical evaluate able information on the organization they are conducting the research on, specifically the marketing department of the organization. Burghardt (2015) has found different tools that are helpful for the usage of analysis of the tweets collected form organizations twitter feed. The scholar further reveals that the data obtained from the tweet analysis can be easily done using the Restful APIs. The tool has been ma de available for the researchers and the practitioners for their data research. To understand the tools that can be used for the analysis tools to be used on the tweet feed collected, researchers have found publications that have used similar working on tweets. From the documents read it has been found that Kharche, and Bijole (2015) has provided different techniques that can be used by the researchers to analyses the tweets. The authors have specifically established different algorithms and methods to analyses the tweets collected. This has been collected form a publication from Shrivatava, Mayor and Pant (2014) where the researchers have used tools for the textual analysis of tweets. Finally a publication from Kiruthika, Woona, and Giri (2016) showed the analysis of tweets using a freely available software R. Methodology Data Collection and Variables The latest 100 tweets including retweets are taken from the official twitter page of Red Bull. Those tweets are collected and recorded as an excel file for analysis purposes (Ceron et al., 2014). The analysis of the tweets are broken in four parts to evaluate Analysing the type of the tweet whether it is posted for commercial purposes or not. Analysing whether, the tweets promote consumption of energy drinks directly or it leaves behind any ideas. Analysing whether, it promotes itself through various phrases or the hash tags. Analysing whether the brand associating with other brands that reflects on the tweets. These are the variables of the study. In addition, there are two others variables that are also used. However, those does not reflects much in this scenario. Those are: The number of tweets that are posted along with emojis. The number of tweets contains an URL or link that redirects to some other vendor. During the collection of raw tweets, There were some tweets that were made in non-English languages, those are eliminated from the tweet collection for better understanding of the case. Findings Post the collection of the tweets all the tweets are manually studied, and verified to categorise those tweets. Within those 100 tweets, Red Bull directly posted half of those and the rest were retweets or tweets from others that the Red Bull re-tweeted (Chaurasia et al., 2016). Finding out which category the tweet belongs to the above mentioned criteria. An example is given below: Figure 1: A tweet from Red Bull (Source: twitter.com/redbull) The above tweet clearly promotes drinking of Red Bull where the brand is promoting itself. After analysing, the entire tweet the analysis records the outcomes as shown below: Type of tweet Related to red bull Includes URLs Includes Emojis Pro Energy drink Cessation Message Commercial 21 9 13 11 0 Non-Commercial 79 16 32 13 7 Total 100 25 45 24 7 Types of Promotion Total No. of Tweets Events 17 Incentives, Offers 12 Celebrity Endorsements 30 Conclusion The research evaluated that among the 100 different tweets 79 or maximum of the tweets are non-commercial while only 21 tweets are commercial. A big organisation like Red Bull puts less effort to promotes itself while it keep posting regarding other sponsored events and celebrity endorsements. Those of the non-commercial tweets contain the most URLs that are not related to the Red Bull. It is also found that the non-commercial messages mostly promote drinking energy drinks while the organisation itself puts less effort encouraging consumers. This research also helped to come across other soft drink producer that attracts young peoples with promotion of new products made of less sugar and harmful ingredients. However, because of the maximum presence of the consumers over the social media helps the organisation to be online for gaining more trust in the process of being a household name. References Baralis, E., Cerquitelli, T., Chiusano, S., Grimaudo, L., Xiao, X. (2013, September). Analysis of twitter data using a multiple-level clustering strategy. InInternational Conference on Model and Data Engineering(pp. 13-24). Springer, Berlin, Heidelberg. Ceron, A., Curini, L., Iacus, S. M., Porro, G. (2014). Every tweet counts? How sentiment analysis of social media can improve our knowledge of citizens political preferences with an application to Italy and France.New Media Society,16(2), 340-358. Chaurasia, C., Shreshta, B., Patel, H., Kesharwal, V., Vikrant, B. M. (2016). A Survey on Tweet Analysis and Real Time Detection for H1N1 Virus Reporting System.International Journal,4(3). Da Silva, N. F., Hruschka, E. R., Hruschka, E. R. (2014). Tweet sentiment analysis with classifier ensembles.Decision Support Systems,66, 170-179. Han, Y., Hong, B., Lee, H., Kim, K. (2017). How do we Tweet? The Comparative Analysis of Twitter Usage by Message Types, Devices, and Sources.The Journal of Social Media in Society,6(1), 189-219. Sakaki, T., Okazaki, M., Matsuo, Y. (2013). Tweet analysis for real-time event detection and earthquake reporting system development.IEEE Transactions on Knowledge and Data Engineering,25(4), 919-931. Shendge, G. V., Pawar, M. R., Patil, N. D., Pawar, P. R., Bagul, D. B. (2015). Real time Tweet analysis for event detection reporting system for Earthquake.IRJET: International Research Journal of Engineering and Technology,2(6), 706-712. Tang, J., Meng, Z., Nguyen, X., Mei, Q., Zhang, M. (2014, January). Understanding the limiting factors of topic modeling via posterior contraction analysis. InInternational Conference on Machine Learning(pp. 190-198).
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