Energy drinks, like fast food, take merciless beating from nutritionists and the public has been given a plethora of factual information to discourage people from consuming these beverages.
So why do people continue to do so? Could it be that the marketing strategy is just too effective? Red Bull, for instance, enjoys increasing profits in spite of continuous attacks from nutritionists and experts. Yet, what people have called “poison” is the life’s work of Austrian magnate Dietrich Mateschitz
Mateschitz came from a marketing background and the idea for Red Bull occurred to him in 1982 while learning about popularity of “tonics” in Asia. How ever, before the energy drink with his Thai partner, Chaleo Yoovidhya, a market research firm predicted that it would be a huge failure.
“People didn’t believe in the taste, the logo, the brand name.” It was incredibly disheartening and disastrous. So, he did what anyone in his position would do. He went ahead anyway.
Dietrich poured the last of his money and advertising genius into Red Bull and eventually beat the odds. He even found a way to promote its edgy and rebellious culture by leveraging the fact that the drink was banned in certain countries.
To push this image further, Red Bull sponsors extreme sports, races, and more recently, Red Bull Stratos in which skydiver Felix Baumgartner literally dived from space at 1,342km/h. No better way of promoting Red Bull’s slogan “It gives you wings” than that.
Can you think of any other examples in which a company was able to spin bad press positively?
企業が悪い報道を積極的に回すことができた他の例を思いつくことができますか？
これは、とても難しい質問です。
企業でそのようなことができたことは、思い浮かばないです。
ただ、スポーツの世界では、悪い評判を覆すことはよくあると思います。
そのことを答えにしようと思います。
I don’t know other examples in which a company was able to spin bad press positively, but there are a lot examples in which sports games. Which is frequently happen in the boxing match spin bad press to positive.
There’s a lot of example of spinning bad press to positive in boxing.
ボクシングで悪いプレスをポジティブに回転させる例はたくさんあります。
という風に要約してくれました。
次の質問に行きます。
Do you think that marketing research should always dictate a business’ course of action?
マーケティングリサーチが常にビジネスの行動方針を決定するべきだと思いますか？
常にマーケティングリサーチのみがビジネスの行動方針を決めるべきだとは思いません。
でも、行動方針を決める際の参考にはするべきだと思います。
それを答えにしようと思います。
Not always only marketing research should dictate a business’ course of action, I think. Yet, we have to refer the result of marketing research when we decide the principle of action.
When I decided to install AI detecting system in our airport security check point, I did not listen to numbers, I followed my instincts like Dietrich. The AI detecting system can find out restricted items which can not carry on to the aircrafts. The reason why I did not listen to numbers was that there was not enough data about AI detecting system at that time.
It was a pleasure to join you in class Ko-san. I really appreciate your effort. Kindly review the lesson. This will help you a lot in expressing your thoughts. Keep on improving on and be better as the days pass by as you diligently study. Please have a Safe and Covid19-free day!
コメント