Biography of Melville Dewey.

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Write a 1 – 2 page biography of Melville Dewey.
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Rockstar energy drinks fall into the category of functional drinks, which would also include sports and nutraceutical drinks.Sports drinks, such as Gatorade, are intended to be devoured prior, amidst, and post exercise to prevent dehydration, enrich the body with carbohydrates, and provide electrolytes. Nutraceutical drinks are all-natural fruit drinks, and are pretty healthy because they contain bioactive compounds extracts from teas, herbs, and fruits. On the other hand, we have the energy drink market. In fact, in the United States, the energy drink market makes up 61% of the functional beverage market (Datamonitor 2008a, 2008b). Initially, athletes were the primary market for Rockstar, but over the years, the energy drink market rose. Now we see their primary category shifted to various niche markets such college students and young adult aged 18-34 years old that live an “on-the-go type of lifestyle. Rockstar accommodates for this primary market by utilizing cross‐promotional strategies to reach their consumers by integrating their drinks with outrageous sporting events, for example, the X‐games, BMX, or NASCAR, and additionally promoting their items by sponsoring famous music icons. They are also using a sex appeal approach to reach the target male 18-34 year older male by having a bikini model hold on of their energy drinks. Marketing Characteristics: Although Rockstar originated in Northern California, their geographic isn’t targeted to one specific area. This is an advantage for Rockstar because it broadens their scope of who they can target. Marketers across the globe, including Rockstar’s marketing team, uses a process called VALS (values, attitudes, lifestyles) as a tool to better understand their consumers. It identifies current market segments and divides the customers into eight groups based on personality types: 1) innovators, 2) achievers >

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