Case Study: Red Bulls Integrated Marketing Mix

Case Study: Red Bulls Integrated Marketing Mix Teresa Cochran What are Red Bulls greatest strengths and risks as more companies enter the energy drink category and gain market share? Established in 1987, Red Bull is an established beverage company. Red Bull, who specialized in energy drinks, greatest strength is its unique marketing strategy and alignment with distributers. Its dominance can be attributed to the organizations capacity to focus on its strengths while compensating for weaknesses. By having an awareness its strengths as well as shortcomings, Red Bull can keep up its present position of dominance in the energy drink market. A quality Red Bull has over its closest competitors is that they are well established in the caffeinated drink market and hold a 70 percent share of it. Furthermore, their product line which is entirely caffeinated drinks, strengthens their position. By focusing on one segment of the market, caffeinated drinks, Red Bull has created a strong hold on their market that competitors are struggling to imitate. The companies unique marketing strategies have enabled the company establish itself as the best energy drink producer in the wor ld (Donovan Henley, 2010). Following Red Bulls success soft drink giants such as Coca-Cola, Pepsi and Monster have launched their own energy drinks. This development will surely diminish Red Bulls market share. Per Kotler Keller (2012), this development will affect the companys profitability because in addition to the lost market share, the company must devote more resources in marketing its products. Red Bull has a method of marketing that is unique to its organization, setting them apart from the competition in the business. Kotler and Keller (2012) discussed the various methods utilized noting that rather than maintaining standard advertising strategies, the company has chosen to focus on an informal exchange via non-traditional means. They also feature celebrities and engage potential consumers at sports events by providing free samples in efforts to generate increased interest in their products. Free Red Bull products are provided in areas including sporting events and high profile parties to reinforce the brand image among the target market in addition to their promotions (Kotler Keller, 2012). Other marketing efforts that attributes to Red Bulls strengths are their sponsorships and campaigns. These unconventional advertising methods help to expand the Red Bull trademark, but they also increases brand awareness. Despite its significant strengths, Red Bull also has numerous weaknesses that it must address to remain dominant in the highly-competitive energy drink industry. Red Bulls small product selection, extremely elevated amounts of sugar and caffeine, and cost offer chances for other manufacturers to acquire market share. Should Red Bull do more traditional advertising? Traditional means of advertising, print, television, and radio ads, have not been utilized by Red Bull to market their brand although the company may consider expansion to more traditional advertising strategies to reinforce their image in more mature markets. Kotler Keller (2012) states, Red Bull employs traditional advertising techniques to reinforce the brand to mature markets, but they do not use it to establish the market. The company has been very successful following its unique marketing strategy. Rather than depending entirely on television and print advertisements, Red Bulls unique guerrilla advertising methodology is at the heart of Red Bulls marketing and advertising strategy. If Red Bull adopts a traditional marketing strategy like its competitors, it will lose this uniqueness. The use of sponsored events and buzz-marketing has helped the companys product stand apart. As such, the company should not use traditional advertising strategies particularly to establish markets ; they should stick to their current buzz-marketing and sponsored events strategy (Donovan Henley, 2010). Traditional advertising should be used only to reinforce the companys brands in mature markets. Although sponsoring extreme events is expensive, it brings a special kind of brand awareness particularly to the younger adult demographic, which is the main market of the Red Bulls products. This group of consumers has little time with traditional marketing strategies; they go with the cool trends in the market (Cornwell, 2014). Extreme events attract young people and thus present Red Bull a great opportunity to reach out to them. Therefore, I would suggest Red Bull to maintain their non-traditional marketing strategy. Donovan Henley (2010) point out that the current strategies are unique and consistent with Red Bulls brand image; adopting traditional methods will water down the companys unique proposition. Effectiveness of Red Bulls sponsorships Red Bull excels at sponsoring events. The companys sponsorship programs are spread over a wide range of extreme sports, artists and athletes. The events the company sponsors range from dancing, motorsports to extreme sailing. These sponsorship programs have attracted many of the current and potential consumers of the companys products (Cornwell, 2014). Per Kotler Keller (2012), sponsoring events is a form of advertising for the company where attendees, usually teenagers and young adults get to experience the companys products, sometimes for free or for subsidized prices. From here, these people spread the word about the companys products, thus becoming Red Bulls brand ambassadors. These marketing strategies though unusual have proved to be very effective for the company. Bull Stratos is one example of the success the company achieves with these sponsorship programs. This program for example provided young people with a dream to look forward to. Cornwell (2014) argues that such events tap into the critical part of young people minds showing them that they can achieve what their dreams. As such, when the Bull Stratos made a safe landing, it provided a sign to these young people that anything is possible. Thus, many young people associate Red Bull with those people who do the impossible. Therefore, I think these sponsorship programs are a good use of the Red Bulls marketing budget and they should continue carrying them out. It is however important for Red Bull to regularly evaluate its marketing programs to ensure they are effective and relevant. The company needs to draw the line when the strategies become ineffective. When this happens, the company needs to be ready to change its marketing approach to remain competitive in the market. Thus, the company should monitor the market continuously for emerging trends to help it change quickly when need be (Cornwell, 2014). References Cornwell, T. B. (2014). Sponsorship in marketing: Effective communication through sports, arts, and events. Routledge. Donovan, R., Henley, N. (2010). Principles and practice of social marketing: an international perspective. Cambridge University Press. Kotler, P., Keller, K. L. (2012). Marketing management. New Jersey, US: Pearson Education.

Discover Your Inner Economist

In his delightfully witty and humorous book, â€Å"Discover Your Inner Economist†, Cowen takes the dry and serious subject of economics from the mundane to the everyday. He begins by subtly stating that economics is not about money, but other motivations. â€Å"The critical economic problem is scarcity,† he says. â€Å"Money is scarce, but in most things the scarcity of time, attention, and caring is more important. †In a highly aimless, rambling style, Cowen leads the reader down many divergent paths from topic to topic, covering everything from how to talk your spouse out of buying a warranty on a new purchase to why your daughter will not wash the dishes to why we do not have to eat â€Å"sunk costs. † Throughout the book, two themes are clear. The first is that everyone is very self-centered, and motivation is all about â€Å"Me†, or as Cowen calls it, â€Å"the Me Factor†. The next motif, although highly correlated to the former, is cont rol. Both themes encompass the concept of identifying motivation.â€Å"The key to tapping your Inner Economist†, Cowen explains, is the ability to identify people's true incentives, which are usually more than money. Suppose you want your daughter to help out around the house by washing dishes. Should you pay her? Bad idea†, Cowen warns. â€Å"If you explain that washing dishes is her family responsibility, she may not always obey, but at least she'll feel some obligation. Bring payment into the picture, and her motivation changes. It becomes a market transaction†, writes Cowen, and â€Å"the parent becomes a boss rather than an object of deserved loyalty.† The point is that your daughter will soon come to realize that she would rather work for someone else. â€Å"Expect dirtier dishes,† Cowen concludes. Motivation and incentives are clearly interesting to us all, whether we acknowledge it or not. In his book, Cowen offers some unique theories on mo tivation and incentives. Big business is very interested in the concept of motivation; as the goal of any business is to be most productive, and this requires motivating employees to become their most productive. It is the responsibility of managers to strive to motivate employees so that they will make valuable contributions to the organization.Managers most frequently do this by offering rewards to motivate people to share their talents with the company. Managers seek to ensure that people are motivated to contribute important inputs to the organization, that these inputs are focused in the direction of high performance and that high performance results in employees obtaining the outcomes that they desire. Management theorists have come up with many theories to explain what creates a motivated workforce. Cowen believes that small improvements in understanding will bring a much better use of incentives (motivation).Cowen uses economic theory as the basis for using pattern recogniti on to incentivize. His book does not offer management theory, however, the author focuses on learning how humans in general are motivated, and these theories can be applied to business, personal lives, and just ordinary living. Study and research have proven that motivated employees are more productive than those employees who lack motivation. On this assumption, a look at some of the most widely known motivation theories may add some insight into the role of incentives as effective motivators. Frederick Herzberg’s theory is based on two factors: Hygiene and Motivation.The hygiene factors are based on extrinsic values such as salary, working conditions, ergonomics, status, and company policies. These factors, according to the theory, do not lead to motivation, but the absence of positive hygiene factors causes dissatisfaction. Herzberg’s other factor is motivation, which encompasses those work conditions that prompt intrinsic motivation. These factors include job satis faction, growth, achievement, and recognition. According to this theory, in order for employees to be motivated, there must be low levels of dissatisfaction and high levels of motivational factors.Herzberg suggests these factors should be used together to reduce dissatisfaction and increase motivation to achieve high productivity. Another famous motivation theory is Maslow’s Hierarchy of Needs. This theory is based on the concept of levels of needs in human beings. This theory suggests that each level of need must be satisfied before someone is motivated to achieve the next level. The lowest level is physiological, then safety, then love, esteem, and finally self-actualization. The following chart from Accel- Team illustrates Maslow’s theory: (Accel Team, 2007)From an economist’s point of view, in Cowen’s book, one economist, Colin Camerer took a poll at the Davos World Economics Forum and polled big business gurus as their ideas on motivation. The number one and two answers were, respectively, Recognition and Respect, and Achievement and Accomplishment. Never mind that the sources may have been slightly skewed, he was polling a particularly successful group of businessmen and not average employees, but the point is that money did not make the top two as far as incentives go. Cowen does provide money its proper place within the motivation/incentive model, however.He does not dismiss money as a primary motivator, he merely sets it aside as the single most obvious incentive to allow thought for other, equally motivating incentives. Cowen demonstrates by example how the idea of everything being â€Å"up for market† is repulsive to humans. He notes that there are some things that simply cannot be motivated through monetary incentives. At the beginning of the book, as mentioned above, Cowen discusses the resistance of his stepdaughter, Yana, to washing the dishes. After he and his wife resorted to paying her, â€Å"she did them f or about a week and then stopped,† he says.â€Å"I knew this could happen. I understood that there is such a thing as intrinsic motivation and that if you pay people, you might weaken that. What I didn’t really â€Å"get† was the control issue. That when you start paying people to do a thing, they often see it as control. † But there was a happy ending: After Yana read the book, she started doing the dishes. For free. Cowen believes that we are also consumed with the desire for control. Cowen argues that if you want to have more control of what happens around you, you need to know how to balance the kinds of incentives you offer.As far as good reading, unfortunately, there are not enough economic tricks that break down neatly into interesting advice. When he discusses the techniques for motivating your dentist, like giving them a bonus for cavities well filled, he ends with, â€Å"I don’t think I can control my dentist or receive the very best care . By giving up this quest for control, however, I might get care that is just a little better than average. † Is that really any advice, or just an economist attempting to relate to real humans? Economics cannot tell you what the price of gold will be next week.But it can help you choose good restaurants, promises Cowen. The best sections of the book concern tactics for maximizing one’s cultural consumption, (at least according to Cowen’s standards). Cowen explains that those of us who enjoy unique and tasty flavors in our meals should avoid restaurants located in fancy shopping malls or on major thoroughfares. These restaurants must pay high rents to occupy such locations and, therefore, they need customers in high volumes. Because these restaurants must appeal to large audiences, meals there will be more predictable and bland than those served in restaurants located off beaten paths.So if you're hankering for dinner at a restaurant featuring bold or unusual tas tes – at a restaurant that serves ethnic dishes that are truly authentic — you'll have better luck going to a Chinese or Ethiopian or Cajun (or whatever ethnic variety you crave) restaurant that is located on a side street or in a suburban strip mall. With lower rents to pay, such off-the-beaten-path eateries are more likely than are restaurants in high-rent locations to cater to serious foodies. Choosing a restaurant is just one of many important and surprising insights offered in Cowen's book.He lists eight strategies for taking control of one’s reading, which include ruthless skipping around, following one character while ignoring others, and even going directly to the last chapter. Your eighth-grade English teacher would faint. But the principle here is valuing the scarcity of your own time, which people often fail to do. It works for movies, too—Cowen will go to the multiplex and watch parts of three or four movies, rather than just sit through one. Why wait for a highly predictable ending when a fabulous scene might be unfolding in the movie playing next door?Cowen also offers advice for how to defeat the boredom that, despite our best intentions to be culturally literate, overtakes many of us minutes after we enter an art museum. How do we deal with this â€Å"scarcity of attention†? Pretend to be an art thief, he suggests—in every gallery, pick one picture that we’d like to run off with. Sounds juvenile, admits Cowen, but it â€Å"forces us to keep thinking critically† rather than daydream about the snack bar. Cowen doesn’t really attempt to offer serious advice. He does offer some interesting anecdotes, however.Among the most valuable insights that economics does offer about investing is to ignore anyone who announces publicly that he knows what will happen to stock prices tomorrow. Anyone who sincerely believes himself to possess such knowledge will not give it away or sell it on the chea p. To do so would be like passing out hundred-dollar bills to strangers or offering to sell hundred-dollar bills for $25 apiece: Very few people are so selfless. If I am confident that shares of, say, IBM will rise tomorrow, I don't want other people competing with me to scoop up IBM shares.But finding a good meal, well, that's a different story. The most interesting insight for me is that bygones are not always best treated as bygones. The mid-19th-century economist William Stanley Jevons famously wrote that â€Å"bygones are forever bygones. † Economists have overwhelmingly taken Jevons' statement as advice to ignore sunk costs. This advice generally is sensible. Suppose you've spent $10 million building a machine that can do nothing but produce chocolate-covered pickles. You discover soon afterward that no one wants to buy your product.Your wisest course from this point forward is to suck up the loss. Continuing to produce chocolate-covered pickles that no one wants to buy will only deepen your losses, doing nothing to help you recover your investment. But Cowen shows that bygones should not be treated as bygones in all areas of life. When our self-image is at stake, past choices — costs that are irrevocable — often remain relevant for guiding our decisions today. Self –deception is another theme through which Cowen offers examples of our â€Å"Me First† mentality.For example, many of us think of ourselves as physically fit. Because of this self-image, we often buy memberships in gyms. But on many an evening, after a long day at work, we're typically tempted to relax at home rather than spend an hour exercising at the gym. The economically â€Å"rational† decision is to stay home and relax if that's what you prefer doing this evening. After all, whether you go to the gym or not, the money you've spent on your gym membership is already spent. You'll not get that money back if you don't use the gym this evening.So the fact that you've already paid for a gym membership should not factor into your decision on whether to go to the gym today. But sometimes this fact does indeed matter. Sometimes we think, â€Å"Geez, I've paid for that gym membership. I should go. † And we then summon our remaining energy and head off for some exercise — even though if we hadn't paid for the gym membership, we definitely would avoid the gym this evening. Again, as a narrow economic matter, that's a silly thing to say and do. From a less-narrow perspective it's entirely reasonable.By going to the gym we reinforce our positive self-interest. And if the mental trick of pretending that sunk costs are relevant helps in this effort, it's a worthwhile thing to think. For a wonderfully enjoyable and practically useful read you can do no better than to discover your inner economist by reading Tyler Cowen's new book. Tyler Cowen is a professor of economics at George Mason University. He is a prominent blogger at marginalrevolution, the world's leading economics blog. He also writes regularly for The New York Times, and has written for Forbes, The Wall Street Journal, and The Washington Post.The book is a quirky, penetrating caper through everyday life that reveals how you can turn economic reasoning to your advantage—often when you least expect it to be relevant. Cowen aims to not â€Å"hit the reader over the head with economic principles, † but to offer an alternative viewpoint of economics and how it really can improve anyone’s everyday life. Even if you don't agree with all of Cowen's cheerfully offered opinions, it's a pleasure to accompany him through his various interests and obsessions.

Negative side of Iraq War

There has been great controversy involved with the Iraq war. This article shall analyze the negative sides of the Iraq war and its detrimental consequences to US, its allies, people of Iraq and the rest of the world.  The September 11, 2001 terrorist attacks that destroyed Twin Towers, part of the Pentagon and caused death of over 3000 people was the principal initiating cause of the Iraq war.The attack was seen as attack of a medieval and sectarian ideology of terror on the principles of democracy, justice, liberty, freedom humanity and equality that the Twin Towers and ultimately USA represent. Faced with the challenge of safeguarding these ideals as well as necessity of safeguarding its own national security concerns, USA started waged a war to destroy the axis of terrorism and hatred. In this effort Iraq became the second frontier after liberation of Afghanistan in the campaign to root out axis of terror and evil, restore humanitarian values and justice world over (Teson, 2005) .The course of war over last four yearsUnited States formally declared war on Saddam Hussein’s regime on 20th March, 2003 and within three weeks, on 9th April 2003, the unprecedented strength and force of coalition armies was successful in ending a tyrannical rule that was holding soul and spirit of Iraq in capture over several decades (Aday, Cluverius, Livingston, 2005). However, the end of Saddam Hussein’s regime did not bring end of the war, or the continued presence of allied forces in Iraq. This in itself was the strongest proof that US’s concern in the war ran much beyond merely overthrowing the incumbent tyrannical rule, and that it was fully committed to democracy and peace in Iraq.This commitment to democratic ideals has cost US much more than its first objective of ending former Iraqi government. While it lost only 139 soldiers before the President of United States declared an official end of combat in may 2003, the number of casualties since then has crossed over 3000, and going up even today (Aday, Cluverius, Livingston, 2005, Iraq Coalition Casualties, 2007). Most of these deaths have been due to suicide attacks and rebel attacks by loyalists of the former dictators. Many other have been engineered by al-Queda terror cells in Iraq, that have claimed military along with high number of civilian lives on almost routine basis, creating difficulties in Iraq’s transition to democracy.Consequences of Iraq warWhether seen from economic, ethical, and political point of view or from perspective of human sufferings and causality, Iraq war has spawned a web of troubles and problems that have continued to take their toll on every one involved with the campaign.  The economic costs of Iraq war are huge and involve not just the direct expenditure on US military campaign, but also the cost of war on Iraqi economy, cost of rebuilding Iraqi infrastructure and impact on oil market (Nordhaus, 2002, 55).The initial estimates of cost of Ir aq war were projected anywhere from US $ 100 million to US $ 100 billion, although even that was considered an overestimation (Bilmes and Stiglitz, 2006). Very soon the initial estimates were proved wrong and plans for budgetary allocations showed that even congress was estimating the cost of war to be in excess of $ 500 billion. But even this cost was an under projection of the final cost which, in the final analysis of events, shoots upward a staggering $1.3 trillion (Yglesias, 2006).This includes the cost of insurance, medical help, and disability payment made out to soldiers injured or killed in the Iraq campaign. With government’s valuation of a male in prime age at $ 6 million, as determined by environmental and safety regulations, the total cost from casualties alone goes to $ 12 billion (Bilmes and Stiglitz, 2006).Another critical economic cost suffered emanates from diminished American reputation and prestige in Middle Eastern countries and countries hostile to the c oncept of Iraq war. In these countries American products have lost favor, and American companies no more the first choice to do business with (ibid). As the war has resulted in increase in oil prices, it also threatens to result in increasing prices of various commodities and severely affecting transportation sector, especially the aviation sector where many companies are facing bankruptcy prospects (Bilmes and Stiglitz, 2006).Many analysts have also stated that the money spent in Iraq war might had been better used in strengthening the education and health care system of USA and thus the country has been robbed of benefits worth billion of dollars due to diverted and improvident expenditure on Iraq war (Wilson, 2006)  Another negative consequence of Iraq war is the number of casualties and lives lost during the course of the war. Since the beginning of war US military has suffered 3190 deaths whereas 23758 soldiers have been wounded so far (Griffs, 2007).It is important to see th at these deaths and casualties are not merely figures and statistics. They represent bright, ambitious and young sons, capable to achieve much in their life, and contribute to the US future in a much better way than to be killed or maimed permanently by a roadside bomb, or an ambush (Grigg, 2006). There are thousands of soldiers who, despite escaping death, have been crippled and suffered permanent loss of their limbs, vision, and disfiguration. These losses to life and health cannot be measured in terms of economic costs and they amount to a life time of agony and pain to survivors and their relatives.The war has also resulted in death of around 60,000 civilian deaths in Iraq (Casualties in Iraq war, 2007). Thousands of   Men, women, and children have been killed by suicide attacks, burnt to death in their own home, entire families have been wiped away and thousands of families in Iraq have lost their sole bread earner (Savoy, 2004). Today they are faced with a grim prospect of u ncertain and hard life staring at them.Iraq war has also a deep moral underside. US initiated the war with claims that Iraq possessed large consignments of weapons of mass destruction and with allegations that Iraq had links with al Queda as well was somewhere responsible in September   11. 2001 events (Pfiffner, 2004). However, as it turned out, these reports were completely fictitious and created just in order to give credence to the US case against Iraq (Enemark and Michalesen, 2005).No amount of manipulation of facts and findings could produce any substance to the allegations against Iraq. As a matter of fact, on September 18th, 2003 President Bush surprised many when he admitted that there was no evidence of Iraq’s connection with World Trade Center attacks (Pfiffner, 2004). Even the war in Iraq was no more projected as a war against terror network, but as a war to liberate Iraqi people from tyranny of Saddam Hussein- a claim that was hitherto absent in pre war argumen ts and preparations. These switching of statements greatly damaged US credibility and soured its relations with many important countries such as Germany and France.The road aheadAlthough the USA and coalition countries’ military objective of Iraq war were completed with dethroning, capture and finally execution of Saddam Hussein, their continued presence have not served either the interests of Iraqi population or the interests of coalition military personnel. As the most satisfying argument, it can be stated that Iraq has successfully removed its former tyrannical ruler, and with elections it has achieved at least semblance of a democratic order, its complete transition to democracy is yet incomplete due to intense internal conflicts and complexities. However, the US has suffered a great and completely unnecessary ordeal through this entire episode that may potentially affect its strategic and economic leverage and its worldwide reputation.ReferencesSean A, Cluverius J, and L ivingston S. 2005.   As Goes the Statue, So Goes the War: The Emergence of the Victory Frame in Television Coverage of the Iraq War. Journal of Broadcasting & Electronic Media. Volume: 49. Issue: 3. Page Number: 314+Kaufman, Whitley. What's Wrong with Preventive War? the Moral and Legal Basis for the Preventive Use of Force. Ethics ; International Affairs. Volume: 19. Issue: 3.: 2005. Page Number: 23+.Teson, Fernando R ‘Ending Tyranny in Iraq’. ‘Ethics ; International Affairs’ Volume: 19. Issue: 2:Nordhaus, W.D. 2002. War with Iraq-Cost, Consequence and Alternatives. American Academy of Arts and Science.Yglesias, M. 2006.   $1.27 Trillion: The American Prospect. Volume: 17. Issue: 7. Publication Date: July-August 2006. Page Number: 28+.Bilmes, L and Stiglitz, J.E. 2006. The Economic Costs of Iraq War; An appraisal three years after the beginning of the conflict. Accessed on net, 11.03.2007. http://www.informationclearinghouse.info/article11495.htmWilson , J. Jan 7, 2006. Iraq war could cost US over $ 2 billion. The Guardian. Accessed on net 11.03.2007 https://www.theguardian.com/world/2006/jan/07/usa.iraqGriffs, M. 2007. Casualties in Iraq-The Human Cost of Occupation. AntiWar.com Accessed on web 11.03.2007. http://www.antiwar.com/casualties/Grigg, W.N. January 9, 2006.Bring ‘Em Home! The New American. Volume: 22. Issue:. Page Number: 12+Savoy, P. 2004. The Moral Case against the Iraq War The Nation. Volume: 278. Issue: 21.Page Number: 16:Enemark, C and Michalesen, C. 2005. Just War Doctrine and the Invasion of Iraq.The Australian Journal of Politics and History. Volume: 51. Issue: 4Pfiffner, J.P. 2004. Did President Bush Mislead the Country in His Arguments for War with Iraq? Presidential Studies Quarterly. Volume: 34. Issue: 1. Publication Year: 2004. Page Number: 25+

Aeneas As A Hero And Leader Essay - 1644 Words

Throughout Virgil’s Aeneid, Aeneas is often confronted with situations where he must sacrifice his personal happiness in order to ensure the future of the shattered Trojan community. Aeneas’ persistent adherence to his own destiny, along with his unceasing concern for the welfare of his Trojan people, defines his sense of duty throughout his journeys. Driven constantly by intense passion and deep emotion, Aeneas fortifies his sense of duty and fraternal love for his fellow Trojans and allies, but at the same time fails to retain this sense and compassion for his fellow man. Through Aeneas, Virgil highlights the darker undertones of Augustan rule. In his journey, Aeneas encounters a multitude of trials and tribulations, each refining an integral characteristic of his role as a hero and leader. â€Å"Duty-bound Aeneas†, as Virgil regularly describes him, chooses to end his affair with the Carthaginian Queen Dido, appointing duty to a higher level of importance than love (I.519). The remorse displayed by Aeneas as he placates her spirit in the Underworld demonstrates his sincere regret for having hurt her. With regards to Dido, Aeneas chooses to fulfill his divine responsibility rather than succumb to emotion. However, in his struggle with the Latins, Aeneas displays inconsistent behavior and a lack of such a defined moral code, culminating in the killing of Turnus. Turnus pleads with Aeneas to return his body to his father , yet instead of honoring Turnus’ request for a properShow MoreRelatedAeneas as a Hero and Leader Essay1057 Words   |  5 Pagesâ€Å"Immediately Aeneas’ limbs grow weak with cold: he groans, and stretching both hands to the stars cries out in with these words: â€Å"O three and four times blessed, you who were permitted to die before the faces of your fathers, beneath the lofty walls of Troy! O Diomedes, bravest of the race of Greeks! 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