Products

About

©2018 StudyMode.com

Product Red

Topics: Product Red, American Express Red, The Global Fund to Fight AIDS, Tuberculosis and Malaria Pages: 2 (506 words) Published: April 2, 2013
Product Red, styled as (PRODUCT)RED, is a brand licensed to partner companies such as Nike, American Express (UK), Apple Inc., Starbucks, Converse, Bugaboo, Penguin Classics (UK & International), Gap, Emporio Armani, Hallmark (US), Dell, SAP and Beats Electronics (Beats by Dr. Dre). The concept was founded in 2006 by U2 frontman and activist, Bono, together with Bobby Shriver of the ONE/DATA; the pair sought to engage the private sector for the purpose of raising awareness and funds to help eliminate HIV/AIDS in Africa. The Global Fund to Fight AIDS, Tuberculosis and Malaria is a recipient of (RED) money.

As part of a new business model, developed in partnership with Wolff Olins, each partner company creates a product with the Product Red logo.[1] In return for the opportunity to increase revenue through the Product Red license, a percentage of the profit gained by each partner is donated to the Global Fund.[2][dead link] As Product Red is a private company, a portion of the contributions received from the partner brands is assigned as profit. Such an amalgamation of humanitarian aid and for-profit businesses is one example of "ethical consumerism."

Susan Smith Ellis was appointed to the position of CEO in June 2007.[3]

Contents
[hide] 1 The Global Fund
2 Products
3 Criticism
4 Timeline
5 See also
6 Notes
7 References
8 External links 8.1 Official links
8.2 Critiques

[edit] The Global Fund

Created in 2002, the Global Fund to Fight AIDS, Tuberculosis and Malaria supports large-scale prevention, treatment and care programs for these three infectious diseases.[4] Today, a quarter of all international funding for HIV/AIDS-related programs, over half for tuberculosis, and almost three-quarters for malaria worldwide comes from The Global Fund.[citation needed] The concept of “performance-based funding” is central to the organization and only those grant recipients who can demonstrate measurable and effective results from...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • RED product swot analysis Essay

    ...strategic brand management Case Study name- (PRODUCT) RED (A) Lecturer name – Tutor name - Content 1) Current Background 2) Case Issues 3) Analysis of case 4) Formulation and Evaluation of alternative 5) Recommendation 6) Implementation Current Background - ‘ Brand’ are valuable assets in market place so its important to branding of the product.Value of Brand is more than the product.Brand refers to create praticular amount of awareness, prominence and reputation in the market. Strong brand creates value in business.Brand equity indicates the well known name of brand which increses the financial value of company. Strong brand equity produces long term success of company which gives emotional connection between customers, achieves loyality to brand. Co-branding is also called as partnership with two or more brands.Its increases brand awareness,generate sales and produces innovation with collabaration. But it is important to take into consideration the value of company and its image.Product red is the example of Co-branding. The business model of the (Product) Red is to increase awareness about health and make money for global funds to fight the speard of AIDS by tie up with world’s most...

    Read More
    643 Words 7 Pages
  • Product Red Case Study Essay

    ... Product Red 13 April 2014 Introduction Over the years, businesses have evolved to incorporate consumer views in their practices. As a result, consumer power has become an influential force that directs organizational strategies towards ethical practices. Based on the previously mentioned view, an evaluation of Product red’s strategy provides insight on its strengths, weaknesses, and improvements. Product Red Harvard Business School (2009) argues that numerous challenges face various nations. As a result, business organizations should utilize models that contribute to projects that reduce the scourge. Illustratively, the product red strategy inspired business organizations participate in the production and marketing of RED products with an aim of raising funds for AIDS in Africa. This innovative approach of engaging public and private entities in raising funds has enabled the global fund to fight diseases in Africa. Some of the diseases that the global fund targets include AIDs, tuberculosis, and malaria. According to Harvard Business School (2009), RED partners have managed to attract higher revenues since consumers associate the brands with ethical practices. Strategy Analysis Product red business has made significant gains in inspiring organizations to produce...

    Read More
    1139 Words 7 Pages
  • How Gap Generates Ideas for New Products Essay

    ...Introduction The Gap is a specialty apparel retailer of accessories and personal care product for women, men and children (Gap Inc., 2013). The company has five brands to operate: Gap, Banana Republic, Old Navy, Piperlime, and Athleta. The first brand name established is Gap. When the Gap brand was growing in recognition, it increased expectations for continued growth. Unfortunately, the company experienced a series of internal and external economic crises. So, Gap must find the issues where they occurred and identify the way to respond for continued improvement. Generating new ideas for products is more likely the solution to drive the possibility of further growth. Therefore, Gap decided to choose this way to renew its featured products as much as possible. History The Gap brand was founded in 1969. Doris and Don Fisher established and opened the first shop near San Francisco State University, selling records, cassette tapes, and Levi's jeans. Before the Gap was founded, Fisher was unable to find the right jean size for himself. From that situation, he realized and thought that jeans would become popular because the jeans offer an inexpensive and comfortable style (“International Directory of Company Histories,” 2013). Nowadays, the firm sells a various style clothes for men, women, and children in more than 3,100 stores in the United States, France, Japan, Ireland, and the United Kingdom. There are many franchised...

    Read More
    1270 Words 4 Pages
  • Essay about Product Red

    ...Brower MKTG100 May 31, 2014 (Product) RED 1. Do you think a partnership with (Product) RED can improve Gap’s image? Is it a sign that they are making a commitment to corporate social responsibility or do you agree with critics who say their involvement is an attempt to spit-shine the company’s image while continuing to do business as usual? I do believe that partnering with (Product) RED can and did improve Gap’s image. I believe that any company that helps with benefiting The Global Fund to help fight against HIV/AIDS in Africa and other countries will help it’s own image as well. It is called Conventional morality. It shows, that as a whole, the company finds it a meaningful cause and that other people will too. I believe it’s a little bit of making a commitment and improving the company’s image in one – and I don’t think there is anything wrong with that. If you owned a business and could help a meaningful cause while improving your business, wouldn’t you do it, too? 2. Describe the various types of technology that have contributed to the media coverage, marketing efforts, and public discussion of the RED campaign. There were so many different types of technology involved during the RED campaign. Paparazzi taking pictures of Oprah and Bono shopping while Oprah’s wearing an INSPI(RED) shirt, which I think really started the buzz. Pictures...

    Read More
    564 Words 3 Pages
  • Product Red and Red Vintage T-shirt Essay

    ...FUNO_C04.qxd 10/15/08 11:42 Page 117 117 CASE EXAMPLE (PRODUCT) RED and Gap (RED) was created by Bono and Bobby Shriver, Chairman of DATA, to raise awareness and money for The Global Fund by teaming up with the world’s most iconic brands to produce (PRODUCT) REDbranded products. A percentage of each ( PRODUCT) RED product sold is given to The Global Fund. The money helps women and children with HIV/AIDS in Africa.1 The (RED) initiative was set up in early 2006, with Rwanda selected as the initial country to benefit from sales of the (RED) products. The first products launched in the UK were the (PRODUCT) RED American Express card and a (PRODUCT) RED vintage T-shirt from Gap launched in March 2006. Other companies joining the scheme included Source: http://www.joinred.com/manifesto.asp. Motorola, Converse, Apple (introducing a (PRODUCT) RED iPod) and Emporio Armani. There was also a special (PRODUCT) RED Ad Age figure of 100 million was merely a ‘phantom edition of the Independent, guest edited by Bono. number pulled out of thin air’. Support for the (RED) campaign has come from Bill An article in the Independent went on to do its own...

    Read More
    1851 Words 3 Pages
  • Memo Product(Red) Essay

    ...executive Date: 4th June, 2013 Subject: (PRODUCT) RED TOP Strategic Priority Official globally launched in 2006, (PRODUCT) RED campaign is a brand licensed to partner companies such as Nike, American Express, Apple, Gap and etc. The founder pair Bono and Bobby Shriver originally worked with traditional philanthropy projects and then brainstormed a new type of charity project (RED) with core essence of “to inspire, empower, and connect”. Building partnership with well-known companies, (RED) authorized the corporates the right to design and sell (RED)-themed products. A portion of the profits from the sale went directly to the Global Fund and was used for treating AIDS in Africa. The (RED) itself was funded by licensing fee from partner companies. Just like other start-up enterprises, (RED) faced some challenges. An initial one is inadequate capital for organizational development. (RED)’s novel business model allows it to utilizes the partner companies’ own resources. Instead of physical products, what (RED) sells is more like a theme or a brand, which means (RED) itself incurs very low cost. Then, getting the trust from partnership is also important, as (RED)’s new charity model is adventurous and controversial. Thirdly, a clear definition and positioning for...

    Read More
    599 Words 2 Pages
  • Product RED case study Essay

    ...Case Study : (Product) RED Can a T-shirt Save the World? 1. The concept RED was founded in 2006 by Bono and Shriver. It’s mission is to raise awareness and funds to help get rid of HIV/AIDS in africa. The product RED is licensed to partner with various companies, one of which is Gap. Red’s partnership with Gap is an amazing way to improve its image as it attracts the public in different ways. I believe that Gap is not in it for the money as they were ready to give 100 percent of its profits to the cause. Although this idea was rejected by Bono and Shriver, we still know what Gap’s intention was. Gap treats Red like a business as it spends millions of dollars on marketing it. In addition Oprah’s INSPI(RED) T-shirt went on to become the best selling item in Gap’s 35 year history. 2. RED started partnerships with popular brands to get attention. When it caught the public’s eye, other companies created several products, for example red cell phones, red ipods and even red shoes. They went International and created a website called www.joinred.com so everyone around the world could know about it and eventually the news spread on blog sites . RED advertised everywhere even on social networking websites such as My Space. RED was advancing very rapidly and this was due to the...

    Read More
    477 Words 2 Pages
  • The Recalcitrant Director at Byte Products, Inc. Essay

    ... 09202054 BBA Current Situation A. Current Performance: Gap Inc. was one of the leading International specialty retailers offering clothing, accessories and personal care products for men, women, children, and babies. The company primarily conducted its business through four business divisions: Old Navy, Gap, banana republic, Forth & Towne Brands and others. It primarily operated in North America. Gap division’s brands also included Gap Kids, baby Gap, and Gap Body. In June 2006, the company operated 3,070 stores, including Gap, banana republic, and Old Navy stores throughout the U.S., as well as in Canada, the UK, France, and Japan. Old Navy targeted cost-conscious shoppers. Old Navy stores offered selections of apparel, shoes, and accessories for adults, children, and infants as well as other items, including personal care products. Old Navy also offered a line of maternity and plus sizes in its stores. The Old Navy division recorded revenues of $6.86 billion in fiscal year 2006, an increase of 1.6% over 2005. The banana republic brand offered a more sophisticated dress-casual and tailored apparel, shoes, and accessories for adults. Its products ranged from apparel, including intimate apparel, to personal care products. The banana republic division recorded revenues of $2.3 billion in fiscal year 2006, an increase of 1.4% over 2005. Other divisions included Forth...

    Read More
    2462 Words 11 Pages

Popular Essays

Become a StudyMode Member

Sign Up - It's Free