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Red Bull / Club Med

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Benoit CONAN

on 13 October 2015

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Transcript of Red Bull / Club Med

Bargaining power of supplier: Low
Inputs have little impact on costs.
Summary :

1)Brand inventory :
a) introduction
b) brand elements
c) PoP and PoD
d)customer based brand equity
e) current market programs
f) competitor analysis
g ) brand promise
h) brand mantra

2) brand exploratory :
a) survey question
b) mental map
c) brand awareness
d) brand recognition

3) Brand strategy:
a) Product brand matrix
b) Brand Hierarchy

4) New product development
Brand promise
thank you for you attention
Roxane , Bruno , Violaine and Benoit
Competitor Analysis
The industry: Energy, Sports, Health and Nutrition Drink Manufacturing
Competitors inside the industry :
- Monster Beverage Corporation
- Rockstar Energy Drink
- PepsiCo, Inc.
- Suntory Holdings Limited
Competitors outside the industry:
Other beverage & snacks(satisfying similar basic need of customers)– a wide range
Competitor Analysis








Revitalize body and mind
Emotional modifier—dynamic

Descriptive modifier—sportive

Brand functions—performance
Brand Mantra
ClubMed was created in 1950 by Gérard Trigano and Gérard Blitz
=> Their concept : « All inclusive , and everybody (GM and GO) together during holidays »
In 1976, they launch their first campaign « Aimer, Rever, Contempler » which was ranked among the top 100 of the century (CB news )
In 2004, They changed the first concept and focused on higher consumers (try to offer luxury holidays)
They diversified their activities and proposed to sell luxury villas and cabins. They also offers different kind of cruise
- Actually, Clubmed it's 80 villages on 5 continents

Clubmed introduction
- Red bull is an energy drink created in 1987 by Dietrich Mateslichtz and Chaleo Yoovidhya

- How does it created ?
Firstly, Red bull was sell in Austria, actually it sold in more than 164 countries in the world (present in France only in 2008)

- In France, in 2008, Red bull had 70% of the energy drink market share
- One reason for its success > The company use 30% of its budget in marketing and advertising.

The company sponsoring every kind of extreme sports (aerobatic air, ski jump, rally, air race, F1.. )
One of the most success in advertising/sponsoring was the ski jump in 2012
Red bull introduction
Clubmed-brand elements

Characters : no specific characters, people in holidays
Logos and symbols : It's a trident (Poseïdent), it's a symbol of sea's domination. Never change but the way to write changed (2008) and the color (blue to white in advertising)

URL's : Domain names > Club Mediterranée (27 april 1950)
Brand names : Clubmed / Club meditteranée
Slogans :
- 1976 : Verb slogans : « Aimer, Rever, Contempler »
- 2009 « Tous les bonheurs du monde »
Clubmed-brand elements
RED BULL
extreme
sports
party
freedom
energy
Brand inventory
innovation
liberty
speed
new practices
dangerous
masculinity
crazy
“The reasons for consumption change, but the basics are always there: the real benefit”

-Norbert Kraihamer, Red Bull’s Group Marketing and Sales Director
POP Club Med
PoD Red Bull
Points of Parity:
Associations that may be shared with other brands and it comes in two forms: Category, which are conditions that consumers view as necessary to brand choice and competitive which is designed to negate competitors point of difference.

Points of Different:
Points of difference are strong, favorable and unique associations for a brand. POD are attributes or benefits that consumers strongly associate with a brand, positively evaluate and believe that they could not find to the same extent with a competitive brand.
Points of Parity and Points of Different
Current Market Programs Red Bull
-POPs
Category membership
Necessity to negate competitors PODs

-PODs
Desirability criteria:
Relevance
Distinctiviness
Believability

Deliverability criteria:
Feasibility
Communicability
Sustainability
Choosing Points of Parity and Points of Different
POD Club Med
PoP Red Bull
night
vodka
new
strenght
power
performance
fly
off limit
sponsorship
event
alternative practices
bad for
health
taurine
chemical
sugar


90 % have allready seen an red bull advert

95 are able to say what is the red bull logo and slogan

85% know about stratos project
What negative point ?
Other : test

65 % associate red bull with extreme sport practices and have knowledge about red bull extreme practices and event
energy drink consumption
25 questions (+8 )
106 participants ( more than 2000 answer)
75 % are students
90 % consume energy drink
75% consume less than 1 Red bull per month
Only 58% are satisfied with the product
- Red bull have succeed in it strategy to associate the brand with the extreme and alternative sport spirit with a huge advertizement
- People associate this with opening new frontiers ( new practices)
and with supporting athletes .
- In a second part its associate with party and the famous vodka red bull
and with the idea that red bull can help you to stay awake and motivated ( doping)
Negatives associations
: taurine , effect on the heart , mix with the vodka , effect on the sleep , acid , chemical taste ; chemical.
Positives associations
: don’t sleep , performance (doping) , extreme activities , innovation , power , extreme .
Rational associations
: energy / bad for health / chemical
Emotional associations
: extreme sports / party / no limit/ revitalize body and mind
Brand awareness
Brand recognition
:very high : trough different way :
mouth to mouth ( party bar , event )
sampling ( targeting place where people need or want energy drink (night club , festival )
point of purchase ( fridge and red bull car )
sponsorship of event ( alternative and extreme sport )
sponsorship of athletes and practices ( wing suit ) and team ( team Red bull racing , New York red bull)
advertising ( red bull donne des ailes , extreme sport advert)

Brand recall
: very high :
Red bull his the leader on this market .
Red bull was the first mass consumption energy drink on the market and with a strong marketing process they touch every customers
advert on the Tv , Stratos project ; social media (Facebook) ; events , records , concert , sports for different sport customers ( mechanic sports , riding sports (snow / water); collective sports ; diving , extreme practices ( wing suit) etc )
Now when people think about energy drink they think about red bull.
which attributes would you associate with Red bull ?
frequency
Consumption place
Where people drink red bull ?
Brand association
Are you satisfied with the product ?
Why ?
yes : taste , vodka red bull , energy attributes ,
No : health , taste , price ,
current market programs
Survey
SURVEY
Brand exploratory
fun
Competitor Analysis

Happiness in a powerful style
Brand Promise
Emotional modifier—Happiness
Descriptive modifier—Folks
Brand functions—Entertainment
Brand Mantra
'SuperClubs offers a product for everyone - luxury to budget travel - couples, singles and families. A favorite for us and our clients.'
A global cruise company and one of the largest vacation companies in the world.
Unparalleled Vacations – Exotic Locations – Affordable for the Family – this is the Sol Meliá Vacation Club Promise!
"No other resort in the world gives you more!"
Other : Gatorade , everything ,
Other : Gatorade , everything ,
party
other : festival , event
why drink red bull ?
customer based brand equity
SWOT Redbull
Other : sugar , bad for health
What do you think about red bull advert ?
PoP / PoD
Reduction of tiredness and fatigue
Mental performance
Alertness
Concentration
Sugar free
Achieve successful in things never done before (break barriers) by extreme performance
Innovation (give you wings)
Premium price strategy (price 10% greater than most expensive competitor
Current Market Programs
Have fun (integration with friends and family)
Relaxing places
Comfort and luxury
Exclusivity
Customization
Association between 5 star resorts and sport activities

Current Market Programs
"In difficult times, it’s more important than ever to identify and strengthen your core values“
-
John T. A. Vanderslice, Club Med’s America President and chief executive
Relationship marketing
Customer satisfaction rather than a dominating focus on sale
Long-term value with customers
Advertisings
Word of mouth
Sampling
Event sponsorship
Athlete endorser
Branded refrigerated sales unit
Advertising
Red bull TV (own media)
POD Club Med x Carnival
PoD Red Bull x Monster
Taste different
Monster has more drinks variety (including teas)
Both focus on a extreme performance marketing strategy but Red Bull has, by far, achieved more successful than Monster
Recommendations
1) Create a natural energy drink
2) Create new flavor or soft drinks
3) Continue to focus on communication / partnerships and event
4) Unique projects with world wide word of mouth impact (such as stratos project)
5) Create cheaper products
6) Create services ( holiday extreme trip )
Both focus in a entertainment strategy but Club Med associate it with sports while Carnival with fun
Club Med offers entertainment throughout resorts while Carnival offers cruise packages.
Club Med offers unique experiences while Carnival keeps a high quality level standard by providing the same service
new product development
Porter's 5 Forces
Competitive rivalry: Medium
Large industries allow multiple firms and produces to prosper but will have a long-term negative impact on this entity, which subtracts from the entity's value.
Bargaining power of buyers: Low
Large number of customers.
Threat of new entrants: Low
Strong distribution network required
Strong brand names are important
Customers are loyal to existing brands
Threat of substitute products: Low
5 Hour Energy Shots has a significant impact
Monster energy drink
Substitute product is inferior
Competitor Analysis
Monster
Held 35% of the energy drink market.
Rockstar
Available in 14 different flavors and in over 20 countries.
Pepsico(Gatorade)
Pepsico’s 4 largest brand, popular and larges sales worldwide. High brand equity.
Suntory Holdings
One of the oldest companies in beverage distribution in Japan. Offers everything from soft drinks to sandwich chains.
Brand Mantra
Brand Mantra
Bargaining power of supplier: Low
There’s a loyal relationship between Clubmed and its suppliers.
Bargaining power of buyers: Medium
Customers are willing to pay as long as the quality stays the same.
 The risk remains high in this industry.
Competitive rivalry: High
Competitors inside the industry are expanding their business operations in many places.
Porter’s 5 forces Clubmed
Threat of new entrants: High
More and more vacation resorts are offering the same all inclusive services as Clubmed.
The hospitality industry is profitable.
Threat of substitute products: High
Theme parks pose the greatest threat of substitute
Young generation changes very fast.
Porter’s 5 forces Clubmed
Carnival Corporation
 World’s largest and oldest cruise ship operator, provides unique group travel
Sandals Hotels
 Properties throughout the Caribbean islands. Luxury included, more quality inclusion.
Superclubs
 Provides all inclusive trips, no hidden fees, for entire generation of vacationers.
Sol Melia
 One of Spain’s largest domestic operators. Operates around 120 resorts and 180 hotels in 27 countries worldwide.
Competitor Analysis
Finally we choosed the Natural energy drink concept.
It's one of the idea which was most possible and concerning the concept it seems to be more successful than energy candies.

In fact, concerning the believability and desirability which are two mains criteria. Customer seems to be more attracted by the natural energy drink.
Moreover, it's a new environment and there is a real demand for natural product.
Choice of product concept
criteria
Criteria :
- Uniqueness : the product will be unique for customers and really different from what they normally consumed
- Price : customers who will be ready to buy the product at a certain price
- Fequency of purchase : how many time do the customer will be the product ? Did the buy it regularly or not ?
- Believability : customer will trust the effect of the product (is it completely believable ?)
- Desirability : customer know that the product will solves a problem or meet a need
Concept testing
Natural energy drink
: target : active men and women who don’t like red bull and want a natural energy drink . Sportsmen who want a safe energy drink for sports they can consume the drink all the day.


Energy candies
: young and active adult who can’t bring Red Bull with them , so they want another way to consume energetic products
Product concept
If the idea meet a need from the consumers
Project feasibility
Resources
Project innovation
Profitability
Compatibility with companies goals and values
The features and qualities of the product (The real value they can pass to customers.)
Criteria
Energy candies
Natural energy drink
Softer drinks and new red bull taste
Games and sport applications
Red bull festival
Space tourism
Alcoholic beverage
Red bull package
Red bull powder
List of ideas
The survey’s result shows that 45 % of Redbull customers are not satisfied with the product : 2 categories :
- People who want to drinks energy drinks but there is some points they don’t like ( taste , fuzzy , chemical etc)
- and people who don’t like red bull at all ( for health reason generally , taste , sugar)
We also based our analysis on what red bull’s competitors made ( new taste , cheapest product ) and the trends on the market ( more natural and biological product )
New Product development
Mental map
SWOT Analysis Clubmed
Monster has plenty of natural energy products (such as juice+energy and tea+lemonade+energy)
Red Bull needs to exploit this market segment in order to create PoP with competitors (avoid competitors PoD)
The new product idea does not represent a PoD itself but the values behind it could represent if Red Bull adopt correct marketing strategy
Red Bull could create its PoDs strategy by delivering values such as "energy combined with health" (To avoid negative awareness identified in the survey)
Red Bull x Monster (Natural energy drink)
Monster has no similar products
The product itself represents a PoD for Red Bull as it is a totally new product in the market
It represents a profitable market as it was not exploited by competitors yet
It can avoid negative awareness (The regular product was identified in the survey by its bad taste. So, candies could be an alternative for those who don't like the can)
It represents an alternative for more expensive Red Bull products such as the can (Can create a competitive advantage)
Red Bull x Monster (Energy candies)
Disfavorable
- dangerous
- boring
A strong brand image
- 90% recongnized redbull's logo
- 85% know about redbull's project

Favorable
- innovative
- fun
- dynamic
Brand image
POP Club Med
Fun
Dynamic
Extreme
Dangerous
Boring
Innovative
Price : Expensive
Health aspect (negative)
Taste(chemical)
Give energy
Emotionnal
Rational
Negative
Positive
Brand association
BRAND HIERACHY LEVELS
BRAND HIERACHY TREE
Red bull is composed by 3 different line of products:
- Drinks: the main product of this firm are the energy drinks. The four flavors available are: Cola, coffee, original and sugar free
-Clothes
-Accessorizes
Red Bull uses a brand extension strategy

The brand-product mix is formed by all the products (drinks, clothes and accessorizes) and all the brands (Red Bull, Infinitive Red Bull Racing, Scuderia Toro Rosso, Red Bull Stratos, Wings for Live, EC Red Bull Salzburg, FC Red Bull Salzburg)

Infinitive Red Bull Racing, Scuderia Toro Rosso, Red Bull Stratos, Wings for Live, EC Red Bull Salzburg, FC Red Bull Salzburg comprise the market portfolio.
PRODUCT MATRIX
PRODUCT MATRIX
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