...Executive summary Red Bull GmbH is a popular energy drink that has sold up 5.387 billion cans as of 2015. Red Bull GmbH has the title of highest selling energy in the world in terms of market share. The iconic slogan “Red Bull GmbH gives you wings” is Red Bull GmbHs calling card, and all advertising is essentially connected through that slogan or graphic. A Forbes business article titled “the wind behind Red Bull GmbH’s wing” defines and explains Red Bull GmbH’s brand growth as “...A reflection of Red Bull GmbH’s freewheeling corporate culture that has enabled the company to build an enviable product performance... years fine-tuning its marketing and communications strategy.” This explanation in the article is true, to which modern global corporations aim to apply frameworks or models to help them succeed and better themselves from the competition. The background summary is a brief explanation and overall introduction of Red Bull GmbH. The Theoretical analysis identifies and describes the sources of Red Bull GmbH’s brand equity. The theoretical analysis II integrates and analyses’ the Red Bull GmbH’s marketing program in terms of how it contributes to the brand’s equity. It identifies any alternatives, or issues that might arise through the contribution of various factors. The theoretical analysis III, allows for the evaluation of Red Bull GmbH’s move into herbal teas, fast-food and magazines. It also, requires the critical evaluation of whether it makes sense for the company...
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...Red Bull Gives You Wings: Red Bull’s promotional efforts are unique in a variety of ways when compared to it’s mainstream competitors. Instead of promoting the quality of Red Bull’s taste, they emphasized the effect it had on the drinker such as “increased performance, concentration, reaction time, speed, vigilance, and emotional status” (428). The company gained brand recognition by giving away free samples from a fleet of “logo-bearing off roaders” operated by young attractive operators and word of mouth (429). The company also agreed not to say anything in response to the rumors that flourished about the product ingredient taurine which was said to be a derivative of bull testicles or even bull semen. Instead of trying to put out the rumors, Red Bull used them to their advantage. It attracted attention and increased customer’s interest. Compared to other products such as Coca Cola and Pepsi, Red Bull never focused its advertising on TV commercials. Instead, the goal was to create an experience around the product. Red Bull founder, Dietrich Mateschitz, wanted the brand to hit young people right in the face in a way that they experienced Red Bull to the fullest. They sponsor and promote sporting events and athletes, and even musical events. They also create original programming on their YouTube channel and even have their own music and entertainment production company. Promoting Red Bull through these unique methods helped Red Bull catch the eyes of consumers and established...
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...------------------------------------------------- Red Bull Vodka ------------------------------------------------- Developing Products and Promotion Strategy Farhan Shah Ramlan (2168102) Abstract MK3UWA: New Product or Service Marketing Plan Introduction Red Bull Gives You Wings Being a market leader in the market of energy drinks and being in the mature stage of the their product life cycle, RedBull constantly comes up with new ideas and strategies to stay at the top of the consumer business among its competitors. By having a variety of types of drinks to cater to different segments of the market, RedBull has introduced various editions of the internationally-renowned energy drink to cater to different segments of the market, such as Red Bull Cola for teenagers, Red Bull Zero Calorie & SugarFree for the health conscious, and flavored Red Bull Cranberry, Lime and Blueberry to meet the wants of the consumers who seek variety. With the introduction of a new addition to the existing product line around the 2014 FIFA World Cup, a major sporting event and a worldwide phenomenon that is watched by millions around the globe at the stadium or at their local pubs or even on the television in their homes. Red Bull aims to increase brand awareness by associating the brand name to the event and increase market share by developing a unique selling point/product differentiation in order to obtain some of the competitors’ regular consumers. The introduction of this new...
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...RED BULL – MARKETING CASE STUDY INTRODUCTION Red Bull Gmbh was founded in 1984 by Dietrich Mateschitz after having been amazingly impressed by Far East functional drinks properties. Strongly convinced of the incredible market opportunity for such a drink category, he developed the formula of Red Bull Energy Drink and in 1987 the first Red Bull can was sold for the first time. This was not only the launch of a completely new product, but it was the birth of a totally new product category. The launch of Red Bull has been the most successful beverage launch of the last decade and drinking Red Bull has become a sort of fashion phenomenon. Today Red Bull is available in more than 165 countries and more than 35 billion cans of Red Bull have been consumed so far. Today Red Bull is the world’s leading energy drinks producer and it has approximately 70% of the market share in the worldwide energy drink market. Red Bull is privately held and therefore does not report its financial results but reliable data ensure that the company is an increasing and continuously growing profitable business nowadays with an average increase in sales of 10-12 % each year. Its motto is "Red Bull Gives You Wings". 1) RED BULL’S MARKETING STRATEGY SEGMENTATION Red Bull has a distinctive approach to marketing. It uses a progressive marketing strategy. This type of strategy aims to constantly evolve and develop the brand. First Red Bull has segmented the market according to age (demographic variable), personality...
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...comparison between Monster and Red Bull energy drinks. This is very controversial because many people not only love these drinks but think they’re health to be consuming on a daily basis. I work in the fitness industry and although many people in this industry think these drinks are okay to drink, it’s mostly people not in this industry consuming these drinks, they don’t know better. Red Bull is one of the biggest soft drink successes over the past the years. Red Bull improves emotional status and vigilance, increases performance, reaction speed and concentration. Customers drink Red Bull for such benefits as these. In times of long school hours, stressful work, and very tiring days, customers look to a product that vitalizes body and mind. Red Bull even supplies a sugar free version for the average health-concerned user. The target audience. Red Bull targets an active audience, especially those between the ages of 17 and 23, male and female. Characteristically, 17- to 23-year-olds is either thinking about college, in college, or just recently graduated from college. It is currently in a consumer's life that dramatic schedule changes are happening. Red Bull is a perfect solution for 17- to 23-year-olds who live fast-paced, hectic lifestyles while hardly making it through long days and nights of classes and studying.The Red Bull consumers can be divided into three segments: athletes, clubbers and workers. Each of these using the Red Bull energy drinks to meet their...
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...The International UNO Summer School 2012 Red Bull: Case Analysis Daniel Mader Andreas Mair Jennie Walker Ellie Walker Macon Blount Marketing Principles Jeffrey R. Foreman, PhD MKT 3501.1 Table of Contents Company Overview 3 Corporate, Business, and Marketing Strategy 5 Market Orientation 6 Marketing Macro Environment 7 Consumer Behavior and Psychology 8 Porter’s Five Forces 12 Pricing Strategies 14 Integrated Marketing Communications 17 Social Media Press Release 19 Future Problems for Red Bull 20 Company Overview I. Mission Statement and Slogan A. Mission Statement * No official mission statement could be obtained, since Red Bull is not a publically traded company. B. Slogan * “Red Bull gives you wiiings.” / “Red Bull verleiht Flüüügel.” * This slogan was popularized via TV commercials in German-speaking countries in the 1990s; the slogan was later translated into English as Red Bull became more internationalized. * Controversy arose over the rights to use the English slogan in the early 2000s when a patent attorney from Sarajevo claimed that he had patented the slogan for his own purposes back in 1997 in Romania. The slogan is still in use today by Red Bull. II. Core Competencies * Needless to say, the brand has developed an image for power, speed, and recklessness, and dominates the energy drink market all across the globe. * As can be seen in Pricing...
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... The intention of this Integrated Marketing Plan is to assist Red Bull to spread its wings across the country, eliminate the threat from competitors and increase sales. The IMC plan uses all the available media channels to promote the brand throughout the year because of the market needs. The Red Bull Company cannot afford to stop advertising any given time of the year and thus it has to have good and effective marketing plans to lure the customers. The chances of customers shifting to other competitors are high and thus Red Bull should use this marketing plan to develop loyal customers. Table of Contents INTRODUCTION 4 SWOT ANALYSIS 5 CONSUMER BEHAVIOR & MARKET ANALYSIS 6 CONSUMER POWER: 7 CUSTOMER ANALYSIS 7 MARKETING OBJECTIVES & STRATEGIES 8 TARGET MARKET PROFILE 8 POSITION STRATEGY 8 INTEGRATED CREATIVE STRATEGY STATEMENT 9 ADVERTISING OBJECTIVES 9 CREATIVE BRIEF 10 CREATIVE EXECUTION 11 MEDIA OBJECTIVES & STRATEGIES 12 REACH 12 FREQUENCY 12 ALLOCATION OF BUDGET 12 MEDIA STRATEGY 12 SCHEDULING 13 PUBLIC RELATIONS OBJECTIVES & STRATEGIES 14 PR OBJECTIVES 14 TARGET AUDIENCE 14 KEY TARGET MEDIA 14 EVALUATION PLAN 15 CONCLUSION 15 REFERENCES 16 Introduction In the 1970s, the Red Bull Company took marketing and ingredient ideas from energy drink named Krating Daeng from Thailand (Red Bull, 2015). By the year 1987, An Australian named Dietrich Mateschitz developed the Red Bull drink through the formula of Thailand drink but just not as sweet...
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...26bn a year earlier. In spite of its size, however, the group is still steeped in the sort of folklore and philosophical quackery that most large multinationals eschew in favour of efficiency of production. In one example of the group’s unusual approach to mass production, the caps on its bottled mineral water can be sealed only on nights when the moon is full in the sky. This is the kind of behaviour that could infuriate shareholders of a publicly listed company. Mr Mateschitz is unambiguous about the likelihood of Red Bull appearing on the stock market in the future, however. “Never. Thanks to our financial philosophy, we are not and never have been in need of additional capital, nor does anybody want to cash in. If we were to go public, the company would lose all of its benefits and in turn we would be left with numerous disadvantages,” he says. http://www.ft.com/cms/s/0/8733b030-de30-11e0-9fb7-00144feabdc0.html#axzz1nQrxHXt1 Some observers say that Red Bull's branding is revolutionary, calling it an 'anti-brand' strategy. The company faced additional problems in Pakistan where there were already many established drinks available. The firm avoided usual methods of marketing, relying more on what is called 'buzz marketing' or word-of-mouth. A brand image was created and cultivated which associated the drink with youth culture and extreme and adventure-related sports, such as motor sports, mountain biking, snowboarding and dance music parties. In other countries...
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...Marketing Plan Outline: Red Bull Marketing Background Company and Product Review In 1982, Dietrich Mateschitz, creator of Red Bull alongside Chalerm Yoovidhya, saw 1 where Japan and Thailand were heading in the energy drink market and decided they wanted a piece of the pie. By 1987, Austria proved to be a difficult market for Red Bull to survive in and soon Mateschitz expanded into Hungry and the rest of Germany. After expanding across Europe with a lot of trial and error Red Bull was $12 million in the hole. Rather than scrapping Red Bull as a loss, Mateschitz fired all his staff and hired a marketing firm to help him target nightclubs and students. Buzz marketing became the main focus of Red Bull’s marketing plan, and soon students were pounding campus pavement and driving around in Mini Coopers with a big Red Bull can strapped on top with free samples. His buzz marketing proved to be not only cost effective, but the very thing that gave Red Bull its appeal. Although Red Bull was not welcomed with open arms in all countries, such as France, Denmark and Norway, it was growing and expanding. Mateschitz soon realized that an extreme sporting event was a profitable avenue to take Red Bull down. Red Bull started supporting approximately 500 extreme sports athletes and hosting exclusive parties for these rock star competitors. By 1997, Red Bull’s buzz marketing strategy proved successful in the U.S. as well. Events are now hosed throughout the world ranging from B...
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...The Marketing Mix Strategy In contrast to the original Marketing Mix Theory based on the 4 P´s, Red Bull Ltd. introduced its own Marketing Mix Strategy. This can be best explained in form of a three pillar system, consisting of the media\advertising category, sports-and event sponsoring and sampling. In 1998 the budget Red Bull spend on marketing in the UK covered the amount of Pound 6 million. Their marketing formula is based on classic creative advertising; precision-targeted sponsorship and events; and right-place, right time sampling when consumers needed. 6.1 Media Advertising Red Bull uses all the available media channels, meaning cinema,TV, radio, press and the internet. In other words the company focuses on the media through which it reaches its primary target market-young people. Therefore they advertise in TV shows like T.F.I. Friday and in magazines like Time Out and men’s health. Their advertisements in the different media channels are very successful. They allow the consumers to interpret the product and the moments of use themselves. Red Bull achieves this by a humorous and witty cartoon campaign, transferring the message that this energy drink helps you to escape by `giving you wings ´. The idea of communicating with the consumer in form of a simple cartoon has got the advantage that the message is easy to understand . People do not only enjoy the campaigns they even remember what the product is called and what it delivers, which is the most important...
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...CONCLUSION 1. INTRODUCTION Red Bull Stratos occurred on 14 October 2012 in New Mexico, USA, and it is commonly considered to be a milestone in the evolution of marketing. Red Bull athlete Felix Baumgartner has jumped towards Earth, from a helium balloon, from an altitude of 39 km. He is the first (known) human being breaching the sound barrier while descending, without any form of engine or inertial support, and surviving this endeavour. The jump qualifies not just as a PR stunt but it is, up to date, the greatest example of content marketing creation and dissemination. The immediate effect consisted in: * 8 million concurrent views on YouTube live; * Two threads on the front page of Reddit; * 2.000.000 unique consumers actions; * 1.000.000 distinct Stratos participants; * 2.000.000 new subscribers; * 820.000 pieces of extremely positive content created; * 400% increase over average length of consumers engagement; * 50.000 distinct links shared; * 61.634.000 trusted impressions generated; * At its apex, some 1% of all online conversations worldwide were about Baumgartner, Red Bull and Stratos Mission 2. THE PROBLEM i. The objective Red Bull didn’t communicate any formal objectives of the Stratos mission therefore, even for the scholastic purpose of the case analysis those are unknown and may only be assumed. Being a marketing focused analysis, it must be mentioned that Red Bull is considered notoriously press...
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...Marketing Principles Prof. Paul Keyser 11/12/15 Case Study: Red Bull Product, price, place, and promotion are the four types of marketing strategies used. Amongst those, Red Bull uses promotion as one of the most efficient way to market their product. The concept of “Red Bull gives you Wings” is attracting customers worldwide. The tag line describes the purpose of the energy drink where it would boast a person’s energy to work or finish off a task more efficiently. Red Bull uses a mix strategies of marketing techniques to reach out to its clients like co-branding, sponsorship, etc. The target customers being of different age groups it is nearly impossible for them to develop an advertisement for every age group. In the early stages, the company used a push strategy of marketing technique to attract their customers. It was more important to create a brand awareness within the consumer market. They used a hefty amount of their financial resources on advertising, giving away free products at various work places and colleges. They mainly targeted places which would require people to concentrate and work more efficiently. This strategy used by the company was an amazing way to move up the ladder. Once their product was well known, they gradually decreased their strategy from push to pull, where they relied more on people for branding. The major reason behind the pull strategy being better than push is that people trust each other by their word of mouth. Now a days various...
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...Target Segmentation 1.1 Introduction Red Bull is a non-alcoholic energy drink and therefore falls under the category of soft drinks. Soft drinks can be divided into sub-segments and one of these segments is energy and sports drinks. These can be divided again into three different categories: • Glucose energy drinks • Sport drinks • High energy stimulation drinks • Since 1996 the market of soft drinks has grown by 5% and by 1997 it reached a total amount of £6.896bn, which is an equivalent of 10bn liters. Moreover we can say that the segment of energy and sports drinks represents 2.6% or £177m of the overall soft drink market. Since 1992 an increase of 64% in volume sales can be found within this very young market of energy and sports drinks. • The main differences of the three above mentioned sub-segments of soft drinks are as followed 1.2 Glucose Energy Drinks These drinks provide physical energy through glucose or a mixture of sugars. Originated from the Lucozade brand. These drinks do not contain any other substantial ingredients such as Lucozade Energy, Lucozade NRJ or Red Card. In 1927 they were originally positioned as a convalescence drink. 1.3 Sports drinks Also known as isotonic drinks, replaces body fluids after sport activities or exercises. Sport drinks help to re-energize and re-hydrate the body and can be taken before, during or after exercises. That’s because you should drink it in great amounts and fairly quickly, they are usually...
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...BRAND AUDIT- RED BULL Index Table of Contents Introduction to brand audit.................................................................................................. 1 1.Background of energy drinks ................................................................................................. 3 2. Market analysis of energy drinks ………………………………………………………………………………. 4 3.Red Bull……………………………………………………………………………………………………………………………. 7 4.Integrated marketing communication channels………………….……………………………..………….13 5.Survey Analysis……….……………………………………………………………….…………………..……………….22 6.Red Bull brand………………………………………………………………………………………………………….……29 7.Competitor analysis………………………………………………………………………………………………………..38 8.Red Bull positioning…………………………………………………………………………………………………..….40 9.SWOT analysis……………………………………………………………………………………………………….………42 10.PESTEL analysis……………………………………………………………………………………………………..…….43 11.Supply and distribution of red bull………………………………………………………………………….…….45 12.Red bull in news…………………………………………………………………………………………………………....46 13.Reccomendations…………………………………………………………………………………………………………. 50 References Exhibit(survey questions)………………………………………………………………………………………………….53 2 INTRODUCTION TO BRAND AUDIT A brand audit is a thorough examination of a brand’s current position in an industry compared to its competitors and the examination of its effectiveness. When it comes to brand auditing, five questions should be carefully examined and assessed. These five questions are how well the...
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...Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sells one product: an energy drink containing taurine (an amino acid) that’s sold in a slim, silver-colored 8.3-ounce can. The drink has been an enormous hit with the company’s target youth segment around the globe. For the year 2001, Red Bull boasted sales of $51 million in the United States alone and captured 70% of the energy-drink market worldwide. From Stanford University in California to the beaches of Australia and Thailand, Red Bull has managed to maintain its hip, cool image, with virtually no mass-market advertising. However, today, due to certain health issues and the growth in competitors in the market, several doubts and issues have come across for Red Bull such as Whether Red Bull is able to maintain its lead and its point of differences or the brand may simply lost its edge and become “slate”, Whether the concern of health and bloggers might have a huge negative impact on Red Bull, Whether Red Bull’s target audience move on as it ages is an issue due to its limited product line, and so on. The matter of maintain a company lead in the market is always present as same as for its point of differences in products. In the case of Red Bull, according to recent records of energy drinks product companies in 2015, Red Bull owned 60% to 70% market shares which means globally Red Bull is one of top brands, establishing over 167 countries with approximately 5 million cans selling per year in...
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