Questions on analysing red bulls marketing strategies

Questions on analysing red bulls marketing strategies Red Bull is a highly successful branding story. The brand came to India in 2003. Although the brand has been keeping a low profile compared to the Cola majors , Red Bull has created a category of energy drinks in the Indian market. According to Economic Times ( 30.05.08) the energy drink market in India is estimated to be around 100 crore. The market now has two main players Red Bull and Power Horse. Energy Drinks are not much popular in India or it can be said that this product is used mostly by sport persons hence a niche. So far the use of these kind of drinks has not percolated to the mass market.. The energy drink broadly comes under the category of functional drinks which is a bigger market estimated to be around Rs 543 crores. Q1. Argue for the most relevant segment criteria to be used in the international market selection process? Red bull has consistently worked on growing international sales. Red bull has a well developed network of local subsidiaries set up in key markets to oversee distribution in any given region. Instead of targeting largest distributors with greatest reach, red bull targets small distributors who often become exclusively red bull distributors. Small independent venues are also the first targets. Red Bull does not use traditional market the local subsidiaries are responsible for local marketing content such as oral marketing, bill boards and radio. Q2.Which changes would you suggest for red bulls future global marketing mix in order to make future challenges? Have an ability to gain new customers and retain current customer loyalty: With Red Bulls target market currently aimed at the Generation Ys (15 30 year olds) there is the question of whether this generation will continue to drink Red Bull as they grow older.  And will the next upcoming generation accept this product as their own. They should segment the market in two difeernt ways, one relating to the youth. Second to the older generation Have Health and Social Implications: Due to growing pressure on organisations in society, Red Bull now promotes their product with current societal and health issues in mind. Childhood obesity and type 2-onset diabetes has become a major issue across western developed nations. By introducing sugar free Red Bull will open up a new opportunity to the health conscious and diabetics. Managing this issue will be a constant process and Red Bull must be seen to be adjusting their product to suit society. By not having only one product: One particular issue Red Bull has to consider is their limited product range. Unlike their major competitors such as Coca Cola and Pepsi, who have various different products in different beverage classes (water, soft drinks, electrolytes) Red Bull does not. Only having one product can be a positive however, for example Red Bull can concentrate 100% effort on their product while not being distracted by other influences, however the downside is that should the market share of that product decrease in the future, Red Bull has no back up product to cover the loss. Q3.How will you categorize red bulls oral global marketing strategy? Red Bull globally is known for buzz marketing. It is a brand which has built its equity through careful below the line marketing. During the initial launch time, Red Bull used to invest heavily in buzz marketing . Some of the famous marketing strategy adopted by Red Bull is given below : Student Brand Managers : The brand tried to reach the trend setters and opinion leaders by appointing ( informal agreement ) student brand managers across campuses. These members were given free Red Bull cans and was encouraged to organize parties for other youngsters. Identify Hot Spots : The brand identified hot spots where the majority of consumers /opinion leaders gather. This could be a bar or a party area. Once these hotspots are identified, the brand campaigns in that spot. Red Bull has the famous slogan Red Bull gives you wiings . The ads are revolving round this theme of the brand giving a high. One fact is that Red Bull need not do much of a product advertisements because the brand was confident that once the customer tries the product, he will start understanding the benefits of this product. Q4.Red bulls is available in large cities in India across supermarkets, restaurants and bars. Evaluate for opportunities for market expansion in India? In India which is a market which is characterized by heavy duty advertisements, high profile celebrity endorsements and mouth watering sales promotions, Red Bull has managed to take the different route. Since the launch the brand has managed to dominate the Indian market with more than 60 % market share . The popularity of Red Bull has prompted many cola majors to launch their energy drinks brand in India. There are news reports of Coca Cola and Pepsi bringing their global brands in this category into the Indian market. Despite the success of Red Bull and Power Horse, there are stumbling blocks in the development of this category . The main issue is regarding the perception of consumers towards this category. Energy drinks are usually viewed this type of drinks with suspicion. Frankly speaking they have an attached perception that this energy drinks are associated with alcohol ( it was a perception). I was surprised to find that these products are targeted towards youth.And these products are more found in pubs and bars which further reinforced the perception that these drinks have parity with products like beer.India, the culture is different. The consumption of these beverages are not considered a part of social living. There are restrictions in consumption and availability of these beverages. Red Bull is marketed heavily through pubs and bars across the western markets. But in India , Red Bull should keep away from associating itself with these kind of beverages. Because such an association will repel many customers especially ladies. Having said that, this category also offers excellent growth potential also provided the brand rationalizes the price. The price of energy drinks vary between Rs70-95 per can which can restrict the frequency of purchase of this product.  

Importance of Mission Essay

What do you understand by ‘mission? Explain why it is necessary at the starting point in the process of formulating a strategy? What do you understand by ‘mission? As per Mintzberg – A mission describes the organisation’s basic function in society, in terms of the products and services it produces for its customers†. Mission defines the fundamental purpose of an oraganisation , describes why it exists and answers the question â€Å"Wha do we do? â€Å". Mission statement creates a sense of direction and opportunity and it creates value or those who get exposed to the statement, and those prospects are managers, employees and sometimes even customers. Both of these are essential part of the strategy-making process. It has a direct bearing on the bottom line and success of the organization. Thus Mission statements plays (1) Communicate the purpose of the organization to stakeholders. (2) Inform strategy development. 3) Develop the measurable goals and objectives by which to gauge the success of the organization’s strategy. Explain why it is necessary at the starting point in the process of formulating a strategy? To reach any destination the knowledge of path is very important likewise for any organization to achieve its ultimate objectives and goals, a well defined mission is very important. A strategic plan starts with a clearly defined business mission. Mission statement provides a path to realize the vision in line with its values. lt informs us the desired level of performance and used to set out a ‘picture’ of the organization in the future For any new organization to be successful in achieving desired goals it has to formulate the strategy and mission is starting point in the process. Mission is necessary at the starting point in the process of formulating a strategy to know: (1) The purpose of the organization. Why does the business exist? Is it to create wealth for shareholders? Does it exist to satisfy the needs of all stakeholders (including employees, and society at large? ). The mission at the starting point helps in answering above questions. (2) A mission statement at the starting point provides the commercial logic for the business and so defines two things: – The products or services it offers (and therefore its competitive position) – The competences through

Hardest Essay Topics at a Glance

Hardest Essay Topics at a Glance Additionally, you can capture reader attention with the aid of funny essay topics. After you have settled on the essay topic, the next thing to do is to compose a descriptive essay. Seek out the primary and secondary sources on the provided topics before you begin your very first draft. Picking out essay topics is most likely one of the most difficult things about writing an essay, no matter what sort it is. Descriptive essays are only difficult when you've got to decide what things to write about. With us, it is possible for you to learn how to compose a descriptive essay with helpful methods and samples. Informative essays are somewhat more descriptive. As tempting as it might appear to skip past the extra info and go straight to the list of persuasive essay topics, don't do it. Before you begin, it is imperative to choose topics that you truly know well. Many topics are written about before. As a student you should have the interest to work on a specific topic and excel in the exact same. For a student in the center school the usual topics are associated with science and history. Finding out how to compose an essay is something which will help students not just in their school and college career, but throughout their life also. When most students wait until inspiration arrives to them, we advise that you go browsing for it. The option of compare and contrast essay topics isn't a simple task because you should demonstrate your analytical skills. You could struggle to get to the research which helps your argument, and you may also be second-guessing your own understanding. The essay demands proficient handling and expert strategy. You simply need to order an excellent essay from experts with the greatest academic degrees in an assortment of fields. Details of Hardest Essay Topics Also, make sure to check at the word in a sentence to be mindful of the way it relates to other words. It's recommended that you just opt for the topic that it is possible to deal with, for instance, if you're not t sketching the personality characteristics then you need to better not elect for it. As a way to compose a brilliant academic paper in philosophy, you should earn a deep research and plunge into this issue. For instance, you can share with them how the search engines generate and decide on the search made via the use of simultaneous equations. The main aim of topic choice for a proposal essay is to demonstrate the idea can be put into place in practice. If you rush into it, you can create a bad choice, and it's going to be harder work. In an issue of speaki ng, picking out persuasive essay topics is similar to telling yourself what you need to convey to the rest of earth. If you are searching for assistance with your essay then we provide a comprehensive writing service given by fully qualified academics in your area of study. Hardest Essay Topics A comprehensive paper has plenty of important components. Microeconomics is a location of financial science which is based on a robust body of scientific research. Quite a few units it may produce would go down due to the gain in expense. You should have accessibility to proper resources that will help you to compose the essay with good sense and structure. Hardest Essay Topics Secrets That No One Else Knows About Brainstorming is something which works quite often. Start brainstorming now, and you might discover yourself a winner! So you will know whether your topic can become a full paper. This issue of a paper doesn't always necessarily need to be interesting in the beginning, but it's your responsibility to make it so. What's more, you also need to think of the essential word count when deciding on a topic. Picking out the appropriate topics might take a while in case you don't have a list of sample topics before you. Quite frequently, the very best topic is one which you truly care about, but you also will need to get well prepared to research it. Choosing wisely will mean that you will pick a topic you like and know well which will make the writing process far easier. The Secret to Hardest Essay Topics Utilize your opportunity to persuade the reader your way of thinking is the sole right one. On-line assistance from expert writers will help save you a plenty of time. You may discover that several of the topics can be adapted to suit almost any sort of writing assignment. When you're choosing an essay topic, it is necessary to choose one which has lots of information and statistics to strengthen your viewpoint, nor exaggerate any info which you have chosen to write about.

The Mcdonaldisation Of Disney Theme Parks Free Essay Example, 2500 words

Bureaucratic organizations stand for the process of rationalization and the structure they inflict on human interaction and thinking intensifies the process, leading to a more and more rationalized world (Keel 2010). Ritzer critically analyses the impacts of social structural transformations on human interaction and identity (Keel 2010). He stresses that in the later part of the 20th century, the social structures of the fast-food restaurant has become the organizational force that broadened the process of rationalization further to the dimensions of interaction and individual identity (Keel 2010). Ritzer stresses that the five themes within this McDonaldisation process are Efficiency, Calculability, Predictability, Increased Control, and the Replacement of Human by Non-human Technology, as well as the irrationality of rationality (Keel 2010). Efficiency pertains to choosing the means of production that was rapidly and uses the least cost or effort (Keel 2010). Calculability conce ntrates on factors that have to be calculated, counted, and measured (Keel 2010). Quantification tends to stress quantity over quantity, hence leading to mass production (Keel 2010). Quality becomes equal to quantity, such as quota (Ritzer 1994, p. 142 cited in Keel 2010). We will write a custom essay sample on The Mcdonaldisation Of Disney Theme Parks or any topic specifically for you Only $17.96 $11.86/page

The Physics Of Hybrid Bikes - 1762 Words

Because space on motorcyclercycles is scarce, there has been little talk of hybrid bikes, which must add battery, electric motorcycler, and power supply to what is already there. But a project from Toyota caught my eye because of its compactness. This free-piston linear motorcycler/generator would power a serial hybrid, which is one driven only by an electric motorcycler but with a combustion-powered generator to charge its battery. In this case, the bulky conventional pistons-and-crank engine, clutch, and transmission would be deleted and its space taken by a modest-sized battery, electric motorcycler, and the log-shaped linear motorcycler/generator. It would not carry the bulky 200-pound battery of an all-electric bike, as its smaller†¦show more content†¦While we wait for improved batteries, the auto industry has turned to hybrids as the practical way to achieve future fuel-economy levels. tumble microcosm of motorcyclercycle racing, MotorcycleGP rules the roost with it s astronomical budgets and Formula 1-like levels of bespoke engineering. A Superbike rider’s relationship with the electronics that manage a motorcyclercycle’s performance often bounces between love and hate. Ducati’s Chaz Davies grew up racing analog two-strokes, and says electronics have played a considerably bigger role within the last five years. Kawasaki’s Tom Sykes echoes the sentiment. â€Å"At the end of the day, there’s a fine balance with technology and how it can be your worst or your best tool,† he admits. â€Å"It’s down to the rider to give that feedback, and down to the operator as well to manage the rider’s comments and what he picks up. The beauty and excitement of racing for me is developing in every area, and technology is just one of them.† As much as the global stage of World Superbike racing is an extreme amalgam of supremely talented racers and focused machines, much of its appeal lies in the relat ive accessibility of the hardware, which more closely resembles consumer grade superbikes than the exotica on display in MotorcycleGP. Ducati Team Manager Ernesto Marinelli says, â€Å"You have a transfer from MotorcycleGP to Superbike, which then transfers to productionShow MoreRelatedEffects of Global Warming2518 Words   |  10 Pagesand appliances, insulating your house, conserving hot water, and turning off lights and computers when youre finished with them. Its also important to reduce the number of miles you drive, ride a bike or walk, drive smarter (take the fastest route), think of alternative fuels, or even purchase a hybrid car. Dont litter and always recycle, buy things that last and dont waste paper. 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Prescription Drug Abuse Paper Free Essays

Marc Boubelik Engl 102 MWF 3:00pm Yuan Ding 26 March 2012 Abuse of Prescription Drugs in the U. S. â€Å"Prescription drugs are the number-one drug problem that we face today,† says David Rotenberg, executive director of the adolescent treatment center at the nonprofit Caron Foundation. We will write a custom essay sample on Prescription Drug Abuse Paper or any similar topic only for you Order Now â€Å"They are more widely prescribed, more widely available, and more widely abused by adolescents than they have ever been before. â€Å"(DiConsiglio, 1) Abuse of prescription drugs is one of the fastest growing problems for young adults in the U. S. today. It is a concerning problem because of prescription drug’s widespread availability and little known negative side effects. Prescription drugs are being abused by many young adults and college students. This research paper will focus on the types of drugs abused, where these drugs are coming from and the reasons for abuse, and the dangers of unknown side effects of abuse. Many different prescription drugs are abused for academic purposes as well as recreational purposes. First let’s take a look at one of the most popular abused drugs, Adderall. Adderall is by definition a prescription stimulant. It is composed of dextroamphetamine and amphetamine. It is normally prescribed by doctors to patients who suffer from Attention Deficit Disorder (ADD) and people who suffer from Attention Deficit Hyperactive Disorder (ADHD). To these patients, Adderall has a calming effect with an improvement in focus and can sustain attention for longer periods of time. Adderall comes is classified by two types, instantaneous release (IR) and extended release (XR). The first has a faster onset and is usually multiple doses are taken in a day. Extended is released in time controlled amounts and is usually taken at the beginning of the day. Adderall is cousin to such drugs as speed and methamphetamines. To adolescents without either disorder, the drug has a stimulating effect on the nervous system. It seems to increase focus and alertness in the abuser. â€Å"There are no hard statistics on how many college students use  Adderall. A University of Wisconsin study put the number at 20 percent. Our informal survey at colleges in this region suggests that some 25 percent of students have used  Adderall  at least once to study or to party. (Jaffe/Chip 42) Adderall is a schedule II drug, which defined by the DEA as â€Å"a category of drugs considered having a strong potential for abuse or addiction but that have legitimate medical use. † Another commonly abused prescription pill is powerful painkillers, like Oxycodone (OxyCotin) and Vicodin. These types of medications are usually prescribed to patients with injurie s of extensive pain or for patients to take post-surgery. â€Å"Nearly 15 percent of high school seniors admitted abusing painkillers like OxyContin, according to the 2009 â€Å"Monitoring the Future† survey conducted by the University of Michigan. This is a startling statistic, especially since 24% of high schools students also partake in episodic and binge drinking. What does this mean? Just because these pills can be found around the house, teenagers think that they can’t be that harmful for your body. When taken in large doses painkillers can create a euphoric â€Å"high† feeling in the abuser. These painkillers can come in liquid, tablet, capsule, and extended release form. These types of painkillers are derived from opioids, the same stuff that heroin is composed of. Because it shares some of the same properties as heroin, it is very addictive in nature, physically and emotionally. Tolerance develops quickly to these drugs, which leads abusers to chase the same feeling as their first experience, often spiraling into full blown addiction. Now that we’ve covered what types of drugs are commonly abused by young adults and college students, how are these drugs obtained and why would adolescents want to abuse them? In the mind of a typical U. S. college student, drug abuse is not uncommon. There have been widespread coverage on binge drinking and alcohol abuse within college campuses, but what about prescription drug abuse? Where are these pills coming from? College students diagnosed with ADHD are popular kids around any given campus. Most college students looking to score some Adderall usually obtain it through a friend or an acquaintance. Pills can range anywhere from 3 to 30 dollars a pill. Using Adderall is seen as a way to get an upper hand when it comes to academics. Students will pop a pill to study, take a test, and even for fun. In an age where procrastination is common, students will do anything to cut their learning curve of classroom curriculum and make up for poor time management. Students report that when taking prescription stimulants they feel an increase in alertness and concentration. Students also report weight loss as a (sometimes desired) side effect. In the article â€Å"Got Any Smart Pills? † authors Harry Jaffe and Alex Chip tell the story of a college student at Duke University named Kirk. Kirk was an average student who worked hard to get into Duke’s pre-medical program, but once he got there he found it hard to compete with the other students. Coupled with the party scene at the school, it’s no wonder his grades were sub-par. One day his frat brother picked up on his distress and offered him Adderall. Kirk had never popped a pill for academic or recreational purposes, but after taking the drug and cramming 14 hours straight for a test with positive results, he made it a staple in his academic routine. His abuse slowly progressed as the semester went on. During finals week he took a total 200mg of Adderall over five days and during his fourth and final test, his heart began to beat faster than normal and his temperature hit 103. 5 degrees. After a trip to the hospital, he stopped abusing the prescription drug almost entirely. The rule of moderation applies to prescription drugs. They have done wonders for the human race, but if taken in excess, they become harmful to the body, for example, increasing heart rate, altering senses and perceptions, and many other negative side effects. As well as being used as an academic stimulant, Adderall and prescription stimulants are used as a recreational drug, usually at much higher doses, to produce a mild â€Å"high† effect. Adderall is also commonly taken to purposely stay awake all night during the weekends to accompany long nights of drinking, a very dangerous combination. Painkillers like Oxycodone and Vicodin are abused solely for recreation. When taken in high doses, the opiate-derived pills create a sensation of euphoria and relaxation. These prescription drugs are obtained very similar to Adderall, through friends with prescriptions. In the article â€Å"Problem Pill. † Author John DiConsiglio tells the story of 18 year-old Chasey. Chasey started abusing OxyCotin at age 17 under the illusion that prescription drugs were safe to abuse; she became victim to its addictive grip. She used the drug to deal with her emotional pain. So why do many adolescents choose to abuse prescription drugs instead of other popular substances like alcohol and marijuana? Experts believe â€Å"pill popping† is common because it’s hard to detect. Pills are odorless, abusers won’t stumble over words or slur their speech, and the pills are also easy to conceal and carry (DiConsiglio 2). Another speculated reason that this type of abuse is so popular is that kids think it’s safe just because it’s prescribed by a licensed doctor. This leads us to our final topic, what are the dangers and side effects of abuse? Different prescription drugs come with different risks. Let’s relate back to Kirk’s story. His heart rate increased beyond normal and his temperature rose to dangerous levels. According to Scholastics Choices article â€Å"Prescription Stimulants†, â€Å"Abusing prescription stimulants can also result in increased blood pressure, heart rate, and body temperature, as well as nausea, headaches, anxiety, psychosis, seizures, stroke, and heart failure. † Although students know the risks of ingesting prescription stimulants like Adderall, many still choose to abuse them. Prescription drugs are very useful and helpful to us if we take them at recommended doses at scheduled times, however when young adults and college students abuse them they have little regard for dosage or a set schedule. Another concern is combining these pills with other commonly abused substances. Alcohol consumption is often very prevalent on college campuses. When alcohol and prescription drugs are combined, they can have potentially fatal results. Mixing pills with different pills could also land you in the hospital. As I mentioned earlier, prescription medicines can become physically and mentally addictive similar to other drugs such as cocaine and heroin,. Tolerance to these drugs can increase rapidly, resulting in the abuser taking higher doses to achieve the same effect. Most prescription drugs come with a long list of negative side effects. Some side effects of Adderall include increased heart rate, difficulty sleeping, vomiting, diarrhea, chest pains, dizziness and many more. A few side effects of Oxycotin include drowsiness, mood shifts, difficulty breathing, loss of consciousness, and many more. You can now see why prescription drugs are a growing problem in the U. S. Prescription drugs can be as dangerous as any drug. I’ve covered just what drugs are popular choices for abuse, the reasons why they are abused, and the dangers of abuse. Putting an end to adolescent abuse of prescription drugs is a difficult problem and the solution isn’t simple. Awareness for prescription drug abuse is being raised and needs to continue being raised as the problem itself grows. All we can ask is that America doesn’t become a nation that runs off pills. Works cited DiConsiglio, John. â€Å"Generation Rx. †Ã‚  Scholastic Choices  25. 4 (2010): 8-11. OmniFile Full Text Select (H. W. Wilson). Web. 1 Mar. 2012. DiConsiglio, John. â€Å"Problem Pill. †Ã‚  Scholastic Choices  26. 4 (2011): 14-17. OmniFile Full Text Select (H. W. Wilson). Web. 16 Mar. 2012. Jaffe, Harry, and Alex Chip. â€Å"Got Any Smart Pills? †Ã‚  Washingtonian  41. 4 (2006): 41-47. OmniFile Full Text Select (H. W. Wilson). Web. 1 Mar. 2012. Jardin, Bianca1, Alison1 Looby, and Mitch1 Earleywine. â€Å"Characteristics Of College Students With Attention-Deficit Hyperactivity Disorder Symptoms Who Misuse Their Medications. †Ã‚  Journal Of American College Health  59. 5 (2011): 373-377. OmniFile Full Text Select (H. W. Wilson). Web. 1 Mar. 2012. â€Å"Prescription Stimulants. †Ã‚  Scholastic Choices  26. 6 (2011): 16-17. OmniFile Full Text Select (H. W. Wilson). Web. 1 Mar. 2012. Rasminsky, Abigail. â€Å"High And Mighty. †Ã‚  Dance Spirit  12. 7 (2008): 116-118. OmniFile Full Text Select (H. W. Wilson). Web. 1 Mar. 2012. How to cite Prescription Drug Abuse Paper, Essay examples

Epiphany free essay sample

Life is beautiful. No matter how polluted the world may be, at the end of the day, it only takes one glance at the brilliant stars in the night sky to realize how incredibly blessed I am. I feel goose bumps on my body as the wind chill passes me by and I shiver with delight. There is every single reason to smile: For one, I am privileged with vision to perceive the dazzle of the cosmos, and secondly, the hot and uncomfortable summer ambiance has gone, having been replaced by the cool October darkness. Everybodys life story is different. The struggles that I endure on a day-to-day basis, the exhilaration and exuberance that pulsates through my veins, the salty tears that falls from the corners of my eyesit is all too familiar. It only took eighteen years to fully understand and appreciate the fragility of life. Ten years ago, liver cancer robbed me of somebody so dear to my heart. We will write a custom essay sample on Epiphany or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page My parents were too busy fighting and blaming one another for their mistakes to pay any attention to me. Luckily, the Heavens blessed me with an angel to fill my gaps of solitude with an unconditional love and patience. She was my grandmother. I never knew about her sickness until after her death. I could not fathom how the beautiful and radiating glow vanished from her eyes and why she was no longer there on the other side of the bed to protect me in my slumber. My grandmother taught me one of lifes most important and overlooked lessons: never take anything for granted. With this life lesson and my love and regard for her, I am determined to never relinquish my dreams and hopes for the future. After her demise, my family and I left South Korea to begin a new life in America. We settled in a humble apartment and gradually became close friends with our neighbors. I made several new friends of my own and the summer days consisted of countless sleepovers and swimming in an enormous pool. I was a free spirit. Alas, September rolled around, thus, I began the first grade. I was a complete outsider. My English was broken and nobody wanted to be around somebody that could not speak their language. I knew somehow that I was unlike my classmates, so I excluded myself and made it known that I did not want to be anyones friend. I already resented school and my classmates for not making much of an effort to acknowledge me. It was especially around this time that I missed my Grandmother deeply. Once my parents realized how miserable I was, they transferred me to another nearby school. Everything changed for the better: my English was rapidly improving and I soon became a social butterfly. It was in the fifth grade when I realized my dream of becoming a writer. Public presentations were never my expertise but when I was given a blank sheet of paper and a pencil, it seemed as if I could never stop writing. I was heavily influenced by the pages of my storybooks: princesses trapped in castles, handsome and heroic benefactors, and evil witches with crooked noses and devious intentions. When I gaze into the embroidered night, there is always one star that outshines the rest. The radiance of this one star makes it impossible to confuse for an airplane or any other distant object. It inspires me, it motivates me, it encourages me. Someday, my dreams will give me wingsand I will find my place among the stars. Yes, life truly is magnificent.