Redbull Energy Drink - Presentation Transcript 1. It Gives You Wiings 2. Contents * Executive Summary * SWOT Analysis * Promotion Opportunity Analysis * Corporate Strategies * Integrated Marketing Communications Management * Media Plan * Evaluation & Control 3. Executive Summary * Red Bull can be called as a pioneer in the energy drink category worldwide. In India too, Red Bull was the brand that created the energy drink category. * The brand came into existence in 1984. * The brand came to India in 2003. Although the brand has been keeping a low profile compared to the Cola majors , Red Bull has created a category of …show more content…
* As a result, the majority of energy drinks are developed for and advertised to this younger generation. * Appeal to very specialized groups, such as gamers, extreme sports enthusiasts, and the hip-hop crowd. 16. Target Consumer Demographics Psychographics Usage Behavior Consumption collection Age: 15- 60 Content Image Conscious Influenced Spending Power Youth trends Physically Active Eat Out 25% of Indians 17. Market Segmentation Strategy * RedBull avoided usual methods of marketing, relying more on what is called 'buzz marketing' or word-of-mouth. * Red Bull advertised directly to Generation Y , the so-called 'millennial': people born after 1981. * ‘ Student brand managers' who would be used to promote Red Bull on university campuses. These students would be encouraged to throw parties at which cases of Red Bull would be distributed. 18. Corporate Strategies * Mission Statement * Our mission is to be the premier marketer and supplier of * RedBull in Asia, Europe and other parts of the globe. We will * achieve this mission by building long-term relationships with the * people who can make it become a reality. * Vision Statement: * People: Be a great place to work where people are inspired to be the best
11 years ago, the popular Red Bull drink around the world come to China CCTV Spring Festival Gala debut, a 'Red Bull came to China ' advertising language, from the Chinese beverage market, more than a category called 'energy drinks ', Golden Red Bull rapidly in China 's best-selling blowing whirlwind.
Red Bull targets only a particular segment of market and therefore makes its product only available at those places where the target can be reached. The energy drink can be bought at colleges, supermarkets and is mainly associated to extreme sports. In particular, the energy drink has also known a tremendous success in India, where the segment is the fastest growing in the category, due to India’s youth centric population and fast urbanization. Red Bull was actually the brand that created energy drink category in India (Docstoc, April 2012).
Red Bull has quickly spread its wings around the world, they started the first foreign markets in Singapore in 1989 and Hungary in 1992. Germany and UK was granted Red Bull in 1994 and 1995, followed by the US in 1997. Meanwhile up to 4 billion cans of Red Bull were sold in more than 160 countries across the globe.
Back in 1050, the first energy drink was created the “Black Drink.” The brand Coca-Cola is considered to be one of the first energy drinks. Later in 1987, the brand Red Bull was launched. Ever since the launch of Red Bull, it has been the top seller being followed closely by Monster. But, in the whole world Monster is the top of that chart. Athletes and sports organizations have been sponsoring Red Bull causing their market to boom (Energy Facts Everything You Need to Know). Recently research has shown that some of Starbucks drinks can be considered energy drinks. Along with some coffees, green teas with lots of sugars can be called energy drinks too. Minors most commonly drink soda and tea rather than energy drinks (What You Should Know About Energy Drinks). Energy drinks have evolved from just the energy drink itself to some other drinks being considered energy
I agree with the statement because if kids are using power drinks just to stay up or for every activity they do, which will cause them to have heart problems. I feel that companies targeted old more people more because old people don’t have the amount of energy that kids have.
Red Bull energy drink competes in the Non-alcoholic drink market which could be the overall Food and Beverage market. ‘Red Bulls target market is young, on the go, who enjoy extreme sports and live an active nightlife, anywhere from 18-35’(Swartz,Jon).
Energy drinks (EDs) are beverages made to increase one's energy, stamina, physical and mental performance (Forrester, 1994). Though EDs are not marketed to a specific age group, young adult is the ones that drink it the most, this may be a result of the fact that they are advertised on college campuses and sports events (SG. Chrysant, 2015; GS. Chrysant, 2015). Even though they are advertised in these areas, they are easily accessible from places such as gas stations to supermarkets and even gifts shops. As a result, EDs could possibly be consumed by people younger than the college audience. Children as young as elementary could be enticed into buying an ED.
Harris and Munsell define energy drinks as, “A category of beverages that contain high levels of caffeine plus specialty ingredients not commonly found in sodas and juices” (248). Some of the most popular energy drink brands include Red Bull, Rockstar, Full Throttle, Amp, and Monster (Rath 71). The composition and purpose of energy drinks are unclear making it easy for consumers to confuse them with sports and soft drinks (Ibrahim and Iftikhar 1415). Anyone can purchase energy drinks at almost any establishment that sells beverages.
As I started collecting information for this paper, I soon realized that the energy drink industry is a very small (18 percent) part of the beverage industry, but a very dominant part to say the least. Interestingly, the major players in the industry, Monster Energy, Red Bull, and Rockstar, have intentionally veered away from the conventional mediums used to promote products. They instead have chosen marketing mediums that appeal more to their target markets and the “live life on the edge” lifestyles that they live. Monster for example, shies away from mass market
After seeing the success that Red Bull has got in the energy drinks market, new brands are entering this market. Hence, it is essential for Red Bull to make certain changes in its marketing, production and
Red Bull is a widely recognized brand around the world, both by its blue, red and silver colour-scheme and it’s symbol of two charging bulls opposite each other. The brands catchphrase ‘Red Bull gives you wings’ is also widely known. After emerging in Austria in 1987 (Red Bull, 2015), the company took an underground marketing strategy and appealed to the ‘cool’ clubbing scene. Franzen and Moriarty (2009) discuss how the brand successfully started to expand into the US market in 1997, but faced many struggles with companies such as Pepsi and Coca-Cola trying to stop their growth (FundingUniverse, 2004). Using marketing strategies such as employing trendy influencers, creating the Red Bull traveling cars, and sponsoring extreme sports teams (Boswijk, Thijssen and Peelen, 2007), the company has since grown and become the current
Red Bull is an energy drink sold by Austrian company Red Bull GmbH, it was created in 1987. Encouraged by useful drinks from the Far East, Dietrich Mateschitz established the energy drink company Red Bull. Red Bull was sold for the very first time in its home market Austria on April 1, 1987. Red Bull is solely produced in Austria and exported worldwide. Red Bull was made for moments of increased physical and mental stress and improves stamina, readiness, focus, and reaction speed. The Red Bull company slogan is "Red Bull gives you wings" and the merchandise is marketed through advertising, events, sports team ownerships, endorsements, and music. Today Red Bull is accessible in more than 166 countries and around 40 billion cans of Red Bull
Red Bull is an energy drink found by Dietrich Mateschitz in Austria in 1984 and began to sell there in 1987 with special marketing strategy, which opened up a new product category in the world in the meantime. Red Bull now contains four types including the original Red Bull energy drink and the other one of sugar-free, the Red Bull energy shot and Red Bull Cola. With increasing demands of Red Bull, it soon expanded to more regions leading to more than 162 nowadays. In Hong Kong, Red Bull energy drink has been available since 1999.
Red Bull has a large market share in the energy drink market and it is one of the most popular energy drinks in the world, this may help us to increase the demand for the product and maybe develop a new product within the same brand.