...Analysis of Marketing Strategy of Redbull in India STUDENT’S CERTIFICATE Certified that report is prepared based on the term paper undertaken by me in “analysis of marketing strategy of redbull in indiaunder the able guidance of Dr..Sunit Balani in partial fulfillment of the requirement for award of degree of B.Com (H) from Amity University, Uttar Pradesh. Date – 31-10-2014 Harsh Kumar Lalwani Dr..Sunita Balani P rof.V.P.Sahi (Student Name ) (Faculty Guide Name) (Director ABS) FACULTY CERTIFICATE Forwarded here with a term paper report on “general marketing strategy of red bull” submitted by Harsh Kumar Lalwani Enrollment No.A7004613066, student of B.Com (H) III Semester (2013-2016). This project work is partial fulfilment of the requirement for the degree of B.Com (H) from Amity University Lucknow Campus, Uttar Pradesh. Dr. Sunita Balani Amity University, ABS Lucknow Campus ACKNOWLEDGEMENT I wish to express my sincere gratitude to Prof.V.P.SAHI, Director ABS, Amity University Uttar Pradesh, Lucknow for providing me an opportunity to do my project on“Marketing Stratey of red Bull”. I sincerely thank my faculty guide Dr.. Sunit Balani(ABS), Amity University Uttar Pradesh, Lucknow for the guidance and encouragement in carrying out this term paper. Last but not least I wish to avail myself of this opportunity, express a sense of gratitude and love to my friends and me beloved parents for their manual...
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...functional drinks, including sports drinks, energy drinks, and nutraceutical drinks. Redbull is considered a netraceutical drink because it contains essential vitamins and minerals. The market continues to grow at an astronomical rate as more consumers see the advantages of consuming these types of beverages. These types of drinks are beneficial to health and hectic lifestyles. One change in the market is that more consumers are shifting to nutraceutical drinks because of the increased health benefits. Another change is increasing competition in the market. New companies and new drink versions are joining the market every day. Some are more competitive in price and additional flavors. Some have better packaging and marketing that seems more appealing to younger generations. More experienced brands are targeting older generations that have not been traditionally targeted. Additionally, consumers are demanding more health benefits because of the increasing health awareness trend. They want more vitamins and minerals, more natural ingredients, fewer calories, and less of a crash effect when the boost wears off. Companies that offer the best mix of these characteristics as well as better flavors and more intriguing marketing seem to be more sought-after by consumers. Situational Analysis Reassessment Redbull The situational analysis for Redbull is starting to see some changes. The company has been slowly losing market share...
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...Cola. It created a market segment unlike traditional colas, by using only 100% natural ingredients. In 2009, Red Bull extended its product line with Red Bull Energy Shots. Red Bull headquarters are based in Fuschl am See, near Salzburg Austria. Approximately 4 billion cans of Red Bull are consumed each year; the product is available in 160 countries. Red Bull is the leader of the energy drink market and performs an annual turnover of more than 3 billion Euros. As we will see in this report, polemics, nonconformist, genius marketing are, among others, the ingredients that made Red Bull the star product of Energy Drink Segment in the world. For more than 20 years, Red Bull has managed to establish itself brilliantly in the world, which, despite the widespread economic gloom, has always taken a growing interest for this drink. In this report, we will analyse Red Bull and the environment in which the company evolves, its target and positioning trough marketing tools. It will enable us to understand how Red Bull managed to reach its leader position and to think about some recommendations to further improve its strategy. The Product Red Bull is a lightly carbonated drink that enhances mental and physical activity. It is a blend of ingredients found naturally in your body. The standard serving size of Red Bull is 8 ounces, conveniently found in the standard 8.3 ounces can. The serving contains 110 calories, 27 grams of sugar, and 80mg of caffeine. The sugars found in Red Bull are...
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...Introduction to marketing- Infinti Caste study: 1- the marketing mix is marketing tool used by various firms in order to meet the needs and wants of the consumer. It contains four main components, product, place, price and promotion also known as the four P’s. There’s an additional three P’s which are people, positioning and packaging. The mix also relies on various factors such as competitors and market research. 2- Within promotion of a product or service there are various techniques used by companies to communicate with their target audience, such as above and below the line promotion. Above the line promotion is used to advertise their product to a mass audience using tools such as the mass media and online advertising. However below the line promotion focuses on their target consumer and not so much the mass public. Below the line promotion is more likely to be seen closer to the point of sale on a much smaller scale. A further difference to these types of promotion is that above the line promotion generally used by larger firms as it is more costly whereas below the line promotion is seen to be more cost effective. 3- Redbull is one of the largest international businesses and are known for the exciting brand image and for their sponsorship tactics. Red Bull's international marketing campaign mainly aims at young men and extreme sports. These can be anything from mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking...
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...Introduction The original formula for Red Bull was developed in 1964; however, the Red Bull company was not founded until 1984 after a merger between Dietrich Mateschitz, marketing guru, and Chaleo Yoovidhya, the owner of the Red Bull formula. Categorized as an energy drink, Red Bull was initially designed to “treat jet lag and boost energy for truck drivers” (Hollensen, 2012). In today's era, Red Bull is commonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks, like Red Bull Wings and the Jägerbomb. This aligns with the company's focus on the younger generations of partygoers and post-secondary students. Red Bull’s marketing strategy is one of the key factors in their success, they created Mobile Energy Team that consists primarily of young university students driving around in specially designed Mini Coopers with large Red Bull cans on top to attract the younger audience. The students are Red Bull’s team out in the field that attend different events and provide sampling of the energy drink. Oftentimes, the Red Bull representatives host parties with cases of Red Bull. These representatives collect data from these parties and send it back to the company as a form of low cost market research. In 2010 Red Bull had 7,758 employees of which 5,000 were university students. Red Bull is also known globally for hosting extreme sporting events and sponsoring some 500 athletes. Over the years they have acquired four soccer teams, a Nascar team, and two Formula...
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...Marketing Principles Task 3 LO2.2 Propose segmentation criteria to be used from products in different market Market segmentation Market segmentation involves grouping the various customers into segments that have common needs or will respond similarly to a marketing action. Each segment will respond to a different marketing mix strategy, with each offering alternate growth and profit opportunities. Some different ways you can segment your market include the following; Demographics which focuses on the characteristics of the customer. For example age, gender, income bracket, education, job and cultural background. From what have been observed, most Redbull consumers are male aged in the range of 14 to 50. Not concerning their income range, education level, job status or positioning and their cultural background. Psychographics which refers to the customer group's lifestyle. For example, their social class, lifestyle, personality, opinions, and attitudes. Redbull product is an energetic drinks that provides energy to the consumers. Therefore, the targeted consumer group is who are doing sports activities or whose work responsibility requires them to work on site exposed to the sun. Behaviour which is based on customer behaviour. For example, online shoppers, shopping centre customers, brand preference and prior purchases. Geographical location such as continent, country, state, province, city or rural that the customer group resides. The energy drink...
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...Project Proposal Prepared for: International Marketing ENERGY DRINK ENERGY DRINK Prepared by: Rajarjun Reddy Gummi DATE \@ "d MMMM y" 10 June 2015 Student ID: S00900869 EXECUTIVE SUMMARY Objective To launch the newly introduced energy drink into the massive market of United Kingdom. Goals To capture maximum market share in the energy drink category in the least given time and earn customer loyalty with a repetitive positive brand re-call value. Solution Launch the product nation wide with a huge marketing strategy but at the same time keeping the values of budget and establishing a brand re-call value. Project Outline The following document has been prepared for the International Marketing course. It focuses on introducing a new product into the market of the United Kingdom. The product is the GRAVITY energy drink. This drink directly competes with RedBull and Lucozade. In the very beginning, I have mentioned both the vision and the mission statement. The product will be introduced into the market soon and the marketing strategies have been prepared for it to penetrate into this massively established market with established players. The document isGRAVITY ENERGY DRINK GRAVITY ENERGY DRINK divided into various parts as it explains about the product and the market respective to the present scenario. It focuses on the marketing mix, the strengths and the weakness, the entry mode, the distribution channel, marketing strategy, product positioning, positioning strategy...
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...We will explore both company’s background information and their strategic marketing of differentiating from traditional soft drink industry and within the energy drink market itself. We found that the macro and micro environment of the industry and company is influenced by the changing household structure, the health focus of the customer, power of distributors, competitors and regulations. Furthermore, we find that core market segments of the two companies are different. Red Bull focus on a premium position and their target markets are students, workers, athletes and clubbing crowds. Monster on other hand use their focused marketing and product variation to appeal to the extreme sports fan, teenagers and people who dislikes the taste of the common energy drinks. We determined Red Bull is employing the concentrated targeting strategy with a single product, and Monster is using differentiated targeting strategy with their range of drink variations. The positioning strategies of the two companies further highlighted their difference. Red Bull place importance on image differentiation, and drive through their premium product and pricing position through global leadership position. Monster is equally focused on product differentiation with variations and innovations; and image differentiation through organising and sponsoring events while ignoring traditional advertising medians. Lastly based the marketing analysis of the report we recommend Red Bull to introduce product variations...
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...Marketing Mix MKT/421 Marketing Mix This world moves in a rapid pace when it comes to business, it is important to understand concepts and strategies that have been completed by successful entrepreneurs and follow the steps to get those ideas on the board and to the people hands. The marketing mix has been created as a map to getting a product or service out to market in an organized and effective manner. Within the marketing mix consist of the four P’s; product, place, price, and promotion. These are the four p’s used around the world to help guide entrepreneurs to success in the business market. Product organization’s marketing strategy and tactics. Vemma Corp. is a company selling health and wellness across the world. Giving an opportunity to start a business to an average person and making his and her dreams come to a reality. Vemma created different products for the needs and wants to different people. "Vemma" (2004) Products include a healthy liquid nutrient, a weight loss program with weight loss supplements, a healthy alternative energy drink, and a healthy liquid nutrient drink for kids. Vemmas products are proven to help build a stronger immune system, products have amazing antioxidant absorption, and helps lower C-reactive protein and from that help on all aspects of health. Because the company is based on direct sales, people within the company would promote each product to the specific needs and wants to the people....
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...Problems/Opportunity The Moffats hope to see Want become a profitable and reputable business in the near future alongside Spellbound. A lack of financial resources has severely limited the growth potential of the company. Securing financing arrangements is imperative for Want to increase brand preference and see profitability in the near future. Their current marketing plan must be altered in order for the company to look attractive to potential investors or lenders. 3 Stakeholder The most important stakeholders are Bill and Angela Moffat. They have invested a significant amount of time and personal savings into Want beverages. They want to build a business that is strong and profitable on a long-term basis. Thus, if Want is successful, they can benefit from the profits earned and success of the business. In contrast, the Moffats could lose considerable amounts of money and time if the company fails to become profitable. Bill and Angela also face the risk of having two unprofitable businesses by ineffectively managing both Want and Spellbound. It is possible that they may prioritize a substantial amount of effort and resources to stabilize Want, while disregarding their focus and responsibilities in operating Spellbound. This could prove to be an underlying downfall because if Want ultimately fails after concentrating their effort for growth, the Moffats could suffer with two unstable businesses. Decision Criteria 1. Increasing sales to a level that ensures...
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...to Bakersfield College for 3 years and I transferred San Diego State this fall. I could not be more excited. New city, new people, new opportunities. Well during this summer, I was presented an opportunity that I can honestly say changed my life and my way of thinking. I was presented an opportunity that will not only allow myself to be time and financially free, but eliminate worry from my family forever. You know, I want to retire my parents and help pay off my sister’s law school debt and so on. But, if you’re new on the call tonight I encourage you to keep an open mind to the concept we’re going to present to you. It’s going to sound different and new because it is different and new. That concept is social network marketing, now known as affiliate marketing. It’s something we’re already doing and it’s something we’re already REALLY good at. Everyone is social. Everyone has a network of people in their lives. And everyone markets themselves everyday whether it’s the clothes you where, the car you drive, or the people you hang out with. And after the call tonight, get your questions answered. Our goal here is to simply educate and present an opportunity that is ALREADY WORKING and literally changing thousands of kids’ lives across the country! ***************(PLAY VIDEO)*************** 2. Economy Story So today, we’re in the new economy. The old economy says that we have to go to school, get good grades, get a good paying job with benefits, work the next 40 years of our...
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...competitive position by providing direction and focus for marketing strategies ; ▪ targeted advertising, ▪ new product development, and ▪ brand differentiation. Examining and identifying growth opportunities in the market through the identification of new customers, growth segments, or new product uses. More effective and efficient matching of company resources to targeted market segments promises the greatest return on marketing investment (ROMI). Market segmentation is the division of a market into different groups of customers with distinctly similar needs and product/service requirements. Skirts are more colorful, use lighter fabrics, and a very short hemline; This is exactly what Marks and Spencer (M&S) did to attract a younger female shopper. A range of female clothing called Per Una marketers have to design product and service offerings around consumer demand (market segmentation) more than around their own production needs (product differentiation) and they use market research to inform this process. Segmentation criteria for consumer markets Using demographic criteria to profile who the market is and where they are; ▪ age, gender, family size and lifecycle, generation, income, occupation, education, ethnicity, nationality, religion, and social class. Age is a common way of segmenting markets and it is normally the first way. (MILO vs. RedBull) Gender differences; products targeted at women ...
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...Advertising role in marketing is to create an image for the company and to drive sales, or services of an organization. Advertising gives marketers the opportunity to reach the public and gain the wanted results. Chapter 15 TYK Question 2 The types of advertising that are most often used are product, institutional, retail and local. Product advertising is an advertising message that focuses on a specific good or service. Ford car commercials are examples of product advertising. Institutional advertising is an advertising message that promotes the activities, personality, or point of view of an organization or company. The BP oil spills clean up commercials are examples of institutional advertising. Retail and local advertising encourages customers to shop at a specific store or use a local service. Action plumbing heating and air uses local advertising to advertise the service of drain cleaning. Chapter 15 TYK Question 10 M-commerce is the promotional and other e-commerce activities transmitted over mobile phones and other mobile devices it is prevalent in Europe and Asia slowly but surely m-commerce is making its way to the United States. Text messaging is replacing traditional phone calls because of convenience and cost savings. M-commerce messages can reach specific types of consumers. Groupon, Nokia, Nestle, Mens health magazine and Mcdonalds all are beginning to use more and more M-commerce Chapter 16 TYK Question 3 Sponsorship marketing is a public relations...
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...Unit 9 P1 - Describe the promotional mix used in two selected organisation for a selected product/service. Promotion Promotion is all about communication and trying to let your target market know that you exist and that you want them to use your products and services, it is also a competitive strategy because you want your target market to come to you so you have to persuade them that your product or services are better than your competitors. The promotional mix is all about a business trying to attract interest, create awareness, create an image and constantly remind your target market that your products and services exist. The promotion mix consists of 5 elements; Advertising Businesses around the world pay to have their brand promoted, this can be done through Television, Newspapers, Radio, Billboards, Social Media and many more. The purpose of advertising is to tell people that the brand and its products or services exists. There are three types of advertising these are informative, persuasive and corporate. Informative advertising is to simply tell people about the product or service through television or radio. Persuasive advertisement is aimed at our emotions to persuade the viewers or listeners to buy the product, for example this is commonly used in adverts which aim to get people to stop drinking for example, they normally show graphic images of the effects of drinking and hope you will be put off drinking and instead buy their product they are trying...
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...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 product will not cannibalize the other products in the line as it caters to a completely different market with different lifestyles, thus another purpose of this marketing plan is to expand the number of...
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