Case Study: Energy Drink Industry

Case Study: Energy Drink Industry No serious and lasting achievement or success one ever achieves without the friendly guidance and co-operation of so many people involved in work. Foremost of all, I express my gratitude to the Almighty for his blessings and foresting wisdom in all my wishes. I am also thankful to my Subject Teacher ABHAY TIWARI , who has helped me a lot each and every time when I had some difficulty. Words are not sufficient to register my sincere regards to my loving parents for their deep affection and unabated inspiration that really kept me going. They were and unending source of strength and perseverance during the course of the study. I place my thanks to al l those who spared their time and made it convenient for me to complete the research. I deeply acknowledge their concern for my research. Last but not the least, I also wish to red cord my gratitude for any person(s), my memory has failed to recall, who rendered his/her/ their support and services. History of energy drinks: Packed with caffeine, taurine and vitamins-B, energy drinks are the current fuel of choice of the todays generation. More energy mean for work and more productivity. So, life gets pace quickly and the energy drinks market expands .It all started in Japan when Taisho pharmaceuticals released a drink called Lipovitan-D in 1962. It contained a mix of b1, b2 and b6 vitamins, along with niacin and taurine all are concentrated and boost energy. Tonic drink is popularly grown up in Asia. In 1987, an Australian named Dietrich Mateschitz took the same concept but added sugar and caffeine to it and formulated red bull, which quickly popular in the Europe. Around the same time, Americans were accessorizing their all-night Atari marathons with Jolt Cola, which was advertised as having all the sugar and twice the caffeine of Coke. When Red Bull hit the market in the U.S., they had to carve the niche alone, so traditional marketing and branding strategies wouldnt work. They started sponsoring non-traditional athletes(no, not in-line skaters; more like kite sailors and sky surfers) and began an annual event called Flug tag, in which amateur aviators build their own stylized aircraft and compete to see who can fly the farthest over water. And , when Red Bull started marketing their drink to bars as a cocktail mixer. Red Bull remains the top name in energy drinks to this day, with global sales estimated at about $2 billion annually. Thats not to say there isnt competition. Dozens upon dozens of brands flood the energy drink market. Its hard to say how many, exactly, because upstart companies come and go, but heavy-hitters like Coca-Cola, Pepsi, and Anheuser-Busch have all developed their own energy drinks. Jolt Cola has been re-branded as an energy drink; it now comes in a can shaped like a big battery. Hansen, a natural soda company, entered the game with Monster Energy. Rockstar, the first energy drink to make itself available in 16- and 24-ounce cans, has been in third place behind Red Bull and Monster for a while, but Coca-Cola recently inked a deal to distribute the drink. Yes, Rockstar has finally signed with a major label. All the marketing in the world, however, hasnt convinced the French, Danish, or Norwegian governments to legalize high caffeine energy drinks in their countries, and Argentina recently became the fourth country to outlaw such beverages. Other governments and food safety agencies have also raised concerns about whether the drinks pose health risks. To research such a matter is to wade through a scientific point/counterpoint debate so thick that one would need a 24-ounce can of low-carb Monster just to read through all the applicable articles. While many are apprehensive about potential dangers, the bottom line seems to be that energy drinks are probably no worse for you than strong coffee, and should therefore be treated accordingly. Taurine, one of the main ingredients in most energy drinks, hasnt been the subject of any long-term studies, so the jury is still out on that one. On one hand, taurine is produced naturally in the body, so it should be harmless, but on the other hand it i s possible that too much taurine could be a bad thing, and the effect of combining it with caffeine and other ingredients has yet to be fully explored. But even if a major news story were to break tomorrow claiming that all energy drinks are made from the blood of orphans and that taurine causes hair loss and acute leprosy, the stuff is undoubtedly here to stay. With any luck, theyll keep our nations scientists awake long enough to finally give us our damn jet packs! Porters five forces for energy drink industry The energy drink industry is very competitive for all corporations involved, with the greatest competition being that from rivalry sellers within the industry. All energy drink companies have to think about the pressures; that from rival seller within the industry, new entrants to the industry, substitutes of the products, buyers and sellers. New entrant: New entry is not a strong competitive pressure for the energy drink industry because;there are so,many brand who are entering into the market such as cloud 9,xxx,phantom and so many. Red bull and few other energy drinks are dominate the industry with their strong brand name and great distribution channels. Energy drink is fully saturated and growth is low. It is very difficult for new and unknown entrant to start competing against the existing firms. Some another barrier are also their such as high fixed cost of warehouse and other so many expenses and economies of scale. New entrant cannot compete in price without economies of scale. These high capital requirement and market saturation make it extremely difficult for the new company to enter the energy drink industry. Substitute: Substitute products are those products competitors which are not present in the energy drink industry. Substitute of this industry are strong competitors. Such substitute of energy drinks industry products are fruit juices, water bottle, soft drinks, coffee and tea. Substitutes are strong for energy drinks industry because; Water bottle, soft drinks, fruit juices, coffee are increasingly popular with trend to be a more health conscious consumers. There are progressively more varieties in fruit juices and coffee that appeal to different consumers tastes but appears healthier than energy drinks. Coffee and tea are competitive substitute because they also provide caffeine that provided by energy drinks also. The consumer who consumes lot of energy drinks may substitute coffee because if they want to keep caffeine and lose the sugar and according to the taste. Specially blend coffee becoming very famous and popular because of so many coffee cafà © are opened and offers many different taste to the consumers. Intake of coffee and fruit juices instead of energy drinks very healthier and very cheap in cost also. Suppliers power: Suppliers bargaining power is higher because there is huge number of firms present in the energy drinks industry. Supplier for the energy drinks industry holds much competitive pressures. The bargaining power of suppliers is higher because; There is large number of energy drinks firms and most of them are using tin and aluminum mix cans for their packaging, which is not much availability because thousands of other industry are using tin and aluminum for their packaging the products. Supplier of tin and aluminum are few so bargaining power suppliers is high. It is difficult to switch other suppliers. Because it will take more time to supply and deals. Buyers power: Bar gaining power of energy drinks industry are mainly large grocers, discount stores and restaurants. The energy drinks companies distributed to beverages to these stores for resale to the consumers. The bargaining power is very strong because large grocers and discount stores buy large numbers of energy drinks, allowing them to buy at lower price. There is another reason also that many number of firms are in the energy drink industry so, different brand of energy drinks are available in the market. Rivalry: The competitive pressure from rivalry sellers is greatest competition that faced by the firms present in the energy drink because red bull acquiring most of the market in this industry and few other companies are also growth at the faster rate because of that the rivalry competition will be more in this industry, red bull, cloud9, Gatorade, monsters, tab, Rockstar, these are major players in the industry. The rivalry will be higher because; Brand name loyalty is competitive pressure because brand key customers loyalty survey shows that brand with the greatest customers loyalty in industry. Red bull, rockstar, monster, these drinks have greater loyalty than other energy drinks and famous brand name. Distribution channels are very vast and because of this they are competing with each others. Another companies are also growing and acquiring market share and increasing the distributing channels with variety in products so it the major competing thing in the industry. Major players in market: There are many players in the energy drinks industry worldwide red bull, monster, rockstar, amp and tab these are the rating series of energy drinks but in Indian market these are few major player who are playing vital role in Indian market by confidently except red bull because red bull is exceptional case because it is the oldest energy drink and very major player but other are try to competing with each others and increasing their market share. Major Players in Indian markets are: Red bull: red bull is acquiring most of the market share among all other energy drinks and the market share of red bull in market of energy drink is 42.6 (based on dollar sales). Cloud 9. Gatorade. Xxx. Red bull: Red bull is the oldest product in the market and capturing the industry share almost half of the other products. Logo: two charging bulls. Target market: long strenuous night shift audience. Slogan: red bull gives you wings. SWOT analysis of red bull company: Strength: From this we can say that what the strength of the company is; Fashionable brand image and image for high standard. Oldest energy drink in the industry capturing the largest share of the industry. High revenue as price is set 10% than other energy drinks, which increase the revenue of the company. So many market shares are sold to different countries. Famous for more caffeine and dangerous ingredient are added in it named edge. Brand equity and brand loyalty. Weakness: what are the weaknesses of the company due to? Red bull may have lost its edge because of government accepted as being safe because many customers like strong ingredient and some are using light so its depend on person to person. Lack of patent. No campaign are organized, all the sales and revenue are getting by only the brand image. Very high price, low level of income cannot consume. Opportunities: it can show us what are the opportunities of the company by which they can raise more in the market? They have the opportunity to introduce more product variants or more flavor like others are doing to increase their consumers. Expanding their brand into different countries. Consumer recognize through sponsorship of sports and event. They should increase their consumption by more advertising. Threats: Threats of the company are; Consumer purchases other illegal energy drink instead of red bull containing more taurine and caffeine. Now a days safe would be accepted by many of people instead of red bull edge it may lost its consumers. Market share would be decrease due to some many other substitute and competitors are available in the market. New entrant is also coming in Indian market and other countries this may cause in the decrease in the market share. Todays new organic energy drinks market is coming into the market which may snatch the red bull market. Substitute like soft drinks and fruit juices. Gatorade: First made in 1965, for the university of Florida football. It developed to replace the fluids and help prevent from dehydration. Target market: athletes Logo: lightning Current slogan: Is it in you. SWOT analysis of Gatorade Company: Strength: It means what is the strength of the company by which company are getting benefit and got many benefits. Loyal customers, we saw many players are using Gatorade while playing sports and doing activities. Strong brand equity. Innovations, we can say that Gatorade became famous by their flavors they introduced so many flavors such as berry, lemon, orange and black cherry. Supply chain is very good of the company. Unique products are also available such as Gatorade thirst quenchers, fierce, frost, xtremo. Weakness: what is the weakness of the company due to that reasons company are not growing at much higher rate. Non-diversified product line. Poor exposure and promotion because its only promote in abroad such as in usa and it is known by in India but not much very less promotion campaign are settled by the company. Distribution channel is not good enough if we comparing to red bull and other drinks. Opportunities: what are the opportunities by which company can increase their growth? Expand their brand by which people come to know because there are many region and areas where people dont know about the brand. They should increase their product because many flavors are not available in all the places and they should increase their services also. Threats: Competitors are the major threat because many companies are present in this industry are large number of players are present in the market. New entrant are interesting in the market and this wiil be the greater threat to the company because life becoming busy and everybody need drinks with full of energy which attracts other companies to attract toward the industry. SJ xxx: A very new product in the industry of energy rinks and one of the most fast growing energy drinks in the market. It is the Indian product by JMJ GROUPS and introduced this year in the 4-5 state and the result in seen good for the product in the market. It was sponsored team Kolkata knight rides in Indian premier league in 2010 which really works for xxx. They kept price in comparison to red bull and introduce two variants in same drink. Logo: xxx in column wise. Target market: people with age between 15-40. Slogan: extreme drink for extreme people. SWOT analysis of SJ XXX energy drink: Strength: strength of the company; Good reputation of the marketing group. The entire launch is very successful for the brand. Xxx seen as young and trendy look and motivate the teen and Youngers to go through. Attraction design and name is very attractive. Brand endorsed by very famous celebrity SHAHRUKH KHAN. Weakness: weakness of the company; Concentrate only on few states such as Goa, Mumbai, Hyderabad and Delhi. Low investment on advertising promotion. Very high prices at the starting knowing this that there are many present in the market. Very less awareness among all the other products. Huge gap between existing firms takes much time to grow. Opportunities: XXX-nicofix variant of company reduces the tobacco craze in youngster and it may helps in increase the favorability. XXX-rejuve variant of company are good option to improve immune system which creates awareness of using xxx. This new product in the market so it is the good opportunity for company to positioning and placing their product. New events and sports events are yet to come in the market and by sponsoring them regularly they can build their image in the market. Threats: Existing firms who are well stabled in the market from last many of years like red bull, Gatorade and cloud9 and others also. If they are thinking to launch in abroad so much higher threat are to company because many of strongest competitors are present already in the market and strong competitors and have brand loyalty. Substitute is also present in the market so it also gives the competition. Cloud9: it is manufactured by Goldwin healthcare Pvt. Ltd. This company is specialists in the manufacturing of 100% natural lifestyle energy drinks and caffeine free cola. In the future, cloud 9 plans, itself to the peak of the industry where the sky not finished. Cloud 9 grows it Indian presence all the expanding into the overseas market. Logo: Its name cloud9. Target market: youth and athletes. Slogan: heaven meets earth. SWOT analysis of the cloud9: Strength: Good flavor taste, it is much better taste and comparative red bull bit same but not similar. Good consumer awareness. Sponsored in big events of India such as fashion events, sports. Good investment on advertisement. Well known parent company. Availability in small cans also like other energy drinks are not available in small packing but this drink is available. Low prices comparative to other energy drinks mostly than red bull , rockstar, Sj xxx. Weakness: Low area coverage by the promotional strategy. Competition within its own variable brands. Low level of distribution channels because not available in so many areas and cities. Opportunities: Only brand available in the market with the five flavor. No other brand is providing this kind of flavor only Gatorade does but not all available in Indian market. Associated it in different award functions and organized itself in different event and parties. It has brand ambassadors like shilpa shetty. Being the first energy drink brand in the Indian market. It would b put positive effect on the Indian consumers. Threats: New entrants in the market the rapid growth of the market attracting so many companies to launching their drinks so it is the biggest threat of the existing firms to new entrants. New favours from other brand which increase their growth rate by innovative the new flavor brand with different technology and ingredient like xxx-rejuve which improve the immune system. So many brand which being global and some are coming toward our country which is also a threat and if we thought to launch our products in the foreign market this is also the threat because of globalization.

Resistance to Organizational Change in Business Essay -- Business Deve

By any objective measure, the amount of important, frequently distressing, change in organizations has grown enormously over the last two decades (Kotter, 1996). Jeffrey M. Hiatt, CEO of Prosci Inc., (as cited by Gibson, Ivancevich, Donnelly & Konopaske, 2009, p. 481) explained, â€Å"thirty years ago, a fortune 100 probably had one or two enterprise wide change initiatives going on; today that number is probably between 20 and 25.† The speed of global, economic, and technological development makes change an inevitable element of organizational life. Change is a pervasive, persistent, and permanent condition for all organizations (Gibson, et al., 2009). Organizational change means different things, and strategic renewal comes in different forms. Organizational change includes such concepts as first-order; incremental, continuous change and second-order, transformational/revolutionary, discontinuous change: †¢ First-order, incremental change, which may include modifications in systems, processes, or structures; however, it does not involve basic change in strategy, core values, or corporate identity. First-order changes preserve and develop the organization: they are changes created, almost contradictory, to sustain organizational continuity and order. †¢ Second-order, discontinuous change is transformational, extreme, and substantially alters the organization at its core. Second-order change does not involve developing change, rather it entails transforming the makeup of the organization (Palmer, Dunford, & Akin, 2009). In addition, Nadler and Tushman (as cited in Palmer, et. al, 2011) develop this distinction involving incremental and discontinuous change, explaining th... ...telnikov, V. (2001). Strategic management. Retrieved from Company Vision: http://www.1000ventures.com/business_guide/crosscuttings/vision_creating.html Kotter, J. P. (1996). Leading change. Boston, MA.: Harvard Bsuiness Review Press. Logan, B. C. (2007). A framework for mixed stakeholders and mixed methods. Ejbrm.com , http://www.ejbrm.com/vol6/v6-i1/CrumpAndLogan.pdf. Palmer, I., Dunford, ,. R., & Akin, ,. G. (2009). Managing organizational change (2n ed.). New York, NY.: McGraw-Hill Irwin. Preziosi, R. C. (1996). Organizational diagnosis questioinnaire (ODQ). Spector, B. (2010). Implementing organizational chang: Theory into practice (2nd ed.). Upper Saddle River: Pearson Prentice Hall. Vecchio, R. P. (2008). Leadership understanding the dynamics of power and Influence in Organizations,(2nd ed.). Notre Dame, Indiana: university of Notre Dame Press.

People in Power Essay

Claim: In any field—business, politics, education, government—those in power should step down after five years. Reason: The surest path to success for any enterprise is revitalization through new leadership. For Enterprise to move forward is only the objective. Virtually it all depends only on its Leaders and their Leadership. So, different Leader would have different issues on their mind and different ways to tackle them. Good leader would certainly do good for Enterprise and Enhance its future but, person experienced in certain fields could be worth preserving. Firstly, the assumption of steping down and givng new leadership a chance is an Experiment with various results. For instance, a Country where new leader are elected every five years. For first five year the leader in power would do substantial work in defence area of a country, he would sign new treaties, make new arms deals to safeguard the countries border , make new recruitments for military purpose, but this is not enough, a country needs improvements which is pervasive in various fields so it would certainly need revitalization of new leadership. Some political leaders may have issues like corruption, poverty on their preference list. Some would have foreign relations or education on their mind. Additionally, Business company would not want to loose a new leader who can really pull up companies future. For instance, the famous Steve jobs founder for â€Å"Apple† who gifted us mobiles, Pda`s, Laptops and who took Apple to a new heights worked for apple for nearly three decades. Likewise if a teacher is blessed pedagogue and very persuasive , makes an subject instresting, college would certainly want to keep him for longer time than others. Also, a good leaders showing their calmness and abilities in situations ,as leader should definitely benefit the enterprise, for example, â€Å"Iker Cassias† Captain of Real Madrid football club has been leading them for about five years now and is considered as Spains best. To sum up , Should new leadership revitalize an Enterprise could be true in some cases but not always. Also work results are to be studied to predict a good Leader, good leadership cannot be known in a day or two, it needs time to decide whether a person is good leader or not. So the relationship between success and new leadership is not a simple one but a complex one.

What Is the Difference Between Accuracy and Precision

Accuracy and precision are two important factors to consider when taking data measurements. Both accuracy and precision reflect how close a measurement is to an actual value, but accuracy reflects how close a measurement is to a known or accepted value, while precision reflects how reproducible measurements are, even if they are far from the accepted value. Key Takeaways: Accuracy Versus Precision Accuracy is how close a value is to its true value. An example is how close an arrow gets to the bulls-eye center.Precision is how repeatable a measurement is. An example is how close a second arrow is to the first one (regardless of whether either is near the mark).Percent error is used to assess whether a measurement is sufficiently accurate and precise. You can think of accuracy and precision in terms of hitting a bulls-eye. Accurately hitting the target means you are close to the center of the target, even if all the marks are on different sides of the center. Precisely hitting a target means all the hits are closely spaced, even if they are very far from the center of the target. Measurements that are both precise and accurate are repeatable and very near true values. Accuracy There are two common definitions of accuracy. In math, science, and engineering, accuracy refers to how close a measurement is to the true value. The ISO (International Organization for Standardization) applies a more rigid definition, where accuracy refers to a measurement with both true and consistent results. The ISO definition means an accurate measurement has no systematic error and no random error. Essentially, the ISO advises that accurate be used when a measurement is both accurate and precise. Precision Precision is how consistent results are when measurements are repeated. Precise values differ from each other because of random error, which is a form of observational error.   Examples You can think of accuracy and precision in terms of a basketball player. If the player always makes a basket, even though he strikes different portions of the rim, he has a high degree of accuracy. If he doesnt make many baskets but always strikes the same portion of the rim, he has a high degree of precision. A player whose free throws always make the basket the exact same way has a high degree of both accuracy and precision. Take experimental measurements for another example of precision and accuracy. If you take measurements of the mass of a 50.0-gram standard sample and get values of 47.5, 47.6, 47.5, and 47.7 grams, your scale is precise, but not very accurate. If your scale gives you values of 49.8, 50.5, 51.0, and 49.6, it is more accurate than the first balance but not as precise. The more precise scale would be better to use in the lab, providing you made an adjustment for its error. Mnemonic to Remember the Difference An easy way to remember the difference between accuracy and precision is: ACcurate is Correct (or Close to real value)PRecise is Repeating (or Repeatable) Accuracy, Precision, and Calibration Do you think its better to use an instrument that records accurate measurements or one that records precise measurements? If you weigh yourself on a scale three times and each time the number is different, yet its close to your true weight, the scale is accurate. Yet it might be better to use a scale that is precise, even if it is not accurate. In this case, all the measurements would be very close to each other and off from the true value by about the same amount. This is a common issue with scales, which often have a tare button to zero them. While scales and balances might allow you to tare or make an adjustment to make measurements both accurate and precise, many instruments require calibration. A good example is a thermometer. Thermometers often read more reliably within a certain range and give increasingly inaccurate (but not necessarily imprecise) values outside that range. To calibrate an instrument, record how far off its measurements are from known or true values. Keep a record of the calibration to ensure proper readings. Many pieces of equipment require periodic calibration to ensure accurate and precise readings. Learn More Accuracy and precision are only two important concepts used in scientific measurements. Two other important skills to master are significant figures and scientific notation. Scientists use percent error as one method of describing how accurate and precise a value is. Its a simple and useful calculation.

The Death Penalty, Then And Now - 1857 Words

The Death Penalty, Then and Now Dave Rosado Barry University PUB 408 Dr. S. Sussman Abstract This paper will briefly cover the world history of the use of the death penalty as well as its current use in the United States of America. The paper will discuss the statistics of how often the death penalty is utilized as a sentence for capital crimes as well as the time a convicted person spends awaiting the death penalty to be imposed. This paper will utilize research from published sources. This paper will also review current death penalty issues are the occurring in our court systems today. As modern societies attempt to both deter and punish criminal activity, a deeply debated issue is the use of the death penalty as a possible sentence for certain crimes. This punishment has been debated amongst a diverse population not only in the United States of America but, throughout the world. Many countries allow the death penalty while others frown upon it. Today, 32 states have statutes authorizing a death penalty sentence for limited capital crimes. To first understand the concept of the death penalty, one must first understand the history behind the death penalty. The death penalty can trace its origins to biblical times in Babylon. The Code of King Hammurabi allowed a death penalty sentence for people convicted of 25 different crimes. The death penalty can also be found in the Hittite Code for the Fourteenth Century B.C., as well asShow MoreRelatedThe Death Penalty Is Used Now1876 Words   |  8 PagesIntroduction The death penalty a history of good and bad, it has a long history and many types of ways it was used. And the questions always arise does it deter the criminals from committing more crimes or what rate is the death penalty used. Also what are the different types of ways the death penalty is used now. This paper will explain everything and answer the questions you have thought about. 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Age of Exploration Essay 4 - 1569 Words

The Age of Exploration was a period from the early 1400s and continuing into the early 1600s, during which European ships traveled around the world to search for new trade routes to feed growing capitalism in Europe. The most commonly sought after new trade route was to the Spice Islands, which are now the Indonesian archipelago, in southern Asia. Spices were originally brought to Western Europe by land routes, but because of a lack cargo space and extremely long travel times the prices were very high. The advantages of ships were that they had much larger cargo capacities and were faster than caravans. The obvious solution to get cheaper spices was to carry them by ships. Portugal under Henry the navigator was the first country to find†¦show more content†¦In 1620 a group of 120 puritan pilgrims left England on the ship the Mayflower to escape religious persecution. They landed in Massachusetts Bay of the same year. Henry Hudson, an Englishman who worked for the Dutch East India Company, mapped what is now the New York area. He discovered Manhattan on September 11, 1609, and continued up the Hudson River, until he arrived at the site where New York States capital city, Albany, now stands. The Dutch established New Amsterdam (now New York City) in 1613. The British took the city in September 1664, and renamed it New York after the English Duke of York and Albany. The Dutch briefly regained it in August 1673, renaming the city New Orange, but ceded it permanently in November 1674. The French attempted to colonize the south eastern coast of what is now Jacksonville, Florida. By the 1570s they had built fort Caroline on the Saint Johns River. An expedition intended to destroy the Spanish settlement at Saint Augustine failed when the invasion fleet was destroyed by a hurricane. 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Like Vines by The Hush Sound free essay sample

In a world where the music industry is always striving to find the next hit artist, one that will top the charts countless times, society often forgets artists out of the bright light that is popular music. These artists often work harder, if not as hard, as the artists with their faces all over posters, billboards, and magazine covers. One of these artists I feel deserve more of the spotlight than the often repetitive and monotone superstars of todays media is The Hush Sound. An indie rock band from Chicago, The Hush Sound consists of vocalist and pianist Greta Salpeter, vocalist and guitarist Bob Morris, bassist Chris Faller, and drummer Darren Wilson. Both Morris and Salpeter perform vocals, and often both sing in the same song. The Hush Sound was formed in 2004, and was put on hiatus from 2009 to 2012. During their years before the hiatus, The Hush Sound released their sophomore album, Like Vines, in 2006. The first time I listened the Like Vines, I was blown away with how easily I could get into the music. Usually it takes me a few listens to really recognize all the music has to offer, but with this album, it hit me right away. With its seamless combination of indie pop, rock, and jangle pop, I had myself thinking, â€Å"Why didnt I listen to this any sooner?† This album has influenced me greatly, from its unique sound and its somehow familiar, unique world the songs seem to create. The opening track on the album, We Intertwined, is what first draws you in. Its catchy and bouncy, with crisp, bright rhythm piano that simply makes you feel good. Although bubbly in melody, the song has a melancholy message, as in the chorus, â€Å"I wake up and I feel alone. I was just asleep, right where I belong, inside this sad, sad song.† This gives the song an entirely different feel if you listen directly to the lyrics and see the writers attempt to mask his desperate search for something within a dream with lively pop music. The second song, A Dark Congregation, a dismal but beautiful piece that highlights Salpeters voice, is another track sure to get peoples interest. The lyrics paint a dreary picture of a dim lighted land cloaked in the soft snow of the frosty winter. A lyrical highlight, â€Å"We are surrounded by all of the quiet sleepers inside the quiet earth. I feel that I cannot shape you, dare to kiss the face of the night. Our lips were cold as clay; we couldnt speak anyway† reminds me of an age-old legend told to children as forewarning bedtime stories. The lyrics paint a world which would be intriguing but chilling to live in. The next track, Sweet Tangerine, is one of the most interestingly desperate love songs I know. It tells the story of a man who longs to have his love back, whom he calls â€Å"Sweet Tangerine.† It has similar dark imagery to A Dark Congregation, but with similar instrumentation to We Intertwined. This song also displays a theme that is often present in this album: dreams. The lines, â€Å"Crept through the curtains, as quick as the cold winds, slowly exploring the room where you sleep,† and, â€Å"I will dissolve into the dark beneath your bed,† suggest that maybe he is not actually real, and instead only a dream. Maybe â€Å"Sweet Tangerine† cannot hear his pleas because hes nothing but a delusion. Lions Roar, the fourth track on the album, is a rather brief but stirring song. Telling the story of a circus and perhaps the same man as Sweet Tangerine, who is searching for someone within his dream world. Plenty of horn instruments and provoking, poetic storytelling are both abundant in this piece. The lines, â€Å"We didnt know we could not go. The circus songs just carried on. Out of the crowd, three men rush out and scream and shout, Everybody stop!† make me wonder what exactly is going on at this circus. Are they being held against their will? Why did the men want to stop the performance? The last minute of this track is fairly haunting, being instrumental and reminiscent of a strong breeze howling through the trees. Along with the trumpets, it paints the picture of a gloomy and disturbing circus. One of my favorite tracks, Lighthouse, is a song mainly composed of Salpeters vocals and piano. Along with Lions Roar, it is slightly ominous and dark. It tells the tale of a couple, running from a burning city, who take refuge in an old lighthouse. There is a ghost of a girl that haunts the lighthouse. She was waiting for her lover, a sailor, who promised to meet her in the lighthouse, but he never arrived. The door locked from the outside, leaving the poor girl to face her fate. The last line of the song, and the one that has left me with a lasting impression is, â€Å"We went in, we climbed up and looked out. The door locked from the outside, three ghosts in a lighthouse.† After these lines are sung, the music stops abruptly, symbolizing the dramatic moment when these two lovers suddenly realized their terrible fate. The sixth track is Dont Wake Me Up, another dreamlike track, this time with both Morris and Salpeters voices together. This track also has vocals from Fall Out Boy frontman and producer of Like Vines, Patrick Stump. This track also tells about two people separated by their dreams. It has a very sleepy feel to it, like a lot of the album. Some of my favorite lyrics of this song are, â€Å"Oh, you were a fire caught in a storm. Memories like embers keep us warm.† These words are examples of very powerful similes and metaphors. Out of all of the songs on this album, I believe Dont Wake Me Up could be a song that many people would enjoy, because of the beautiful lyrics and sound that matches the feel of the words. The next track is called Where We Went Wrong. Again, this track showcases both singers voices to create a very emotional performance. This song uses the ocean and sailing as a metaphor for a relationship, as seen in the lyrics, â€Å"We set the wrong course and headed due north. Thats where we went wrong,† and, â€Å"My heart has lost its wind now, broken like a dead sail. My love has drifted out to sea.† This song is very beautiful in melody and mood. The eighth song, Magnolia, is an amazing piece that really highlights Salpeters poetic songwriting and great imagery. The song refers to the subject of the song as a flower, in the lyrics, â€Å"You are weathered and worn, your petals soft and torn,† while the speaker also says to â€Å"run where youll be safe, through the garden gates to the shelter of magnolias,† maybe suggesting that if the subject is metaphorically a magnolia, they should go to a place that is safe, with other people like them. Although it is a heartbreaking tale, it is a highlight on the album for its incredible storytelling. If you were to know a song by The Hush Sound, theres a good chance it would probably be the next track, Wine Red. This song is one of their more popular ones, and as a melancholy story of someone who has been accidentally killed, which is mentioned in the lyrics, â€Å"Who shot that arrow in your throat? Who missed the crimson apple? It hung heavy on the tree above your head.† The mental picture that this song paints has been discussed as an allusion to the Garden of Eden because of the lines, â€Å"This chaos, this calamity, this garden once was perfect. Give your immortality to me, Ill set you up among the stars.† This song uses lots of color in its lyrics, which help to create the vibrant mental picture that The Hush Sound are most known for. Along with the crimson apple, they also paint a disturbing picture with, â€Å"The seas wine red,† suggesting that this death of this person is so significant that it would stain this beautiful garden forever. As the album starts to come to a close, you hear the depressing Out Through The Curtain. This song is about a man who has spent his entire life stuck inside their dark, dreary home, while he watches the rest of the world live out their lives happily. Filled with forlorn organ and dark imagery, it could be a metaphor for depression or being stuck inside a part of yourself that prevents you from growing or experiencing joy or contentment. The lines, â€Å"Like the light was all I had, I struck the book with my last match. The candle burned so soft and slow. I felt the warmth and felt its glow,† shows that this man has run out of everything that brings light to his life, now he will be swallowed by the darkness. The last lines, â€Å"Wont let it pass me by again,† are repeated, showing emphasis on his desire to have taken an opportunity when he had the chance. This song can teach us that sometimes you need to seize an opportunity or become lost in the darkness. The final chapter of this story is called You Are the Moon. It is a unique song much like the songs by teen pop sensations telling the listener that they are beautiful. It has an amazing piano backing and addresses the subject of the song as the moon, who cannot see his or her own beauty. It has beautiful imagery like, â€Å"Emerging from the gentle grace of nights unfolding arms,† and â€Å"All the light that you possess is skewed by lakes and seas. The shattered surface, so imperfect, is all that you believe.† Never have I heard a song that compares the subject to the moon, beautiful, glowing, and often taken for granted. If only we could replace the â€Å"feel good† songs of todays Top 40 radio with songs more diverse like You Are the Moon. After listening to this album start to end, you will feel as though you have visited another world full of gardens, oceans, snow-covered land, and mysterious circuses. Its amazing what the vivid imagery in the album can do for the listener; its almost as if you had read an entire novel in the half an hour it took to listen to this album. Every time I dream, I long to see the theatrical world of Like Vines inside my head.