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Red Bull Case Study

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Avery Steadman

on 16 April 2014

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Transcript of Red Bull Case Study

Welcome to the World of Red Bull
Red Bull Case Study
Team 5
A Different Kind of Integrated Campaign
Avery Steadman
Ryan Struble
Bryan Kozin
Mae Lim
Shannon Madaio
Promotional Mix Elements
The Future of Red Bull
Giving Wings to People and Ideas
No Red Bull. No Wings.
Concentrates on effects instead of tastes
This unique promotional theme has been constant throughout their years of visual advertising
PR Effort Towards Rumors
Red Bull does engage in some PR efforts
Ex.) Sponsorships, and special events
Red Bull has embodied the rumors and has utilized them for grassroots marketing
The CEO believes these rumors are one of the most important promotional techniques the company has employed
"The most dangerous thing for a branded product is low interest"
The goal is to "have the brand hit young people right in the face in a way that they experience Red Bull to the fullest"
"It's not just another flavored sugar water differentiated by color or taste or flavor, it's an efficiency product...taste is of no importance whatsoever." - Dietrich Mateschitz
Unique from the Start
Slim blue and silver can
Different at 8.3 ounces
Mystical ingredients: taurine and glucuronolactone
Price point
Birth to the energy drink
1976: Chaleo Yoovidhya introduced a drink called Krating Daeng in Thailand ("red gaur" in English).
Red Bull GmbH Company
Created in 1987
CEO Dietrich Mateschitz
5.387 billion cans sold in 2013
How to Beat Jet Lag
Target Audience
Breaking the Limits
Current Target Market:
Young adult males
Men ages 18-35
Generally attracted to fast paced, dangerous, and risky activities
Often testing the limits of life
Embrace the unconventional methods
Connected mainly through social media and non-traditional media communication
Red Bull Gives You Wiiings.
Advertising: The World of Red Bull
Public Relations
Sales Promotion: Get Wiiings. Give Wiiings.
Connect with customers through emotional experience
Selling a "global lifestyle brand", not just an energy drink
Paid Media:
Earned Media:
Shared Media:
Owned Media:
Red Bull Sports Blogs
Outdoor Media
Fan Blogs:
Traditional W-O-M
Further Advertising
Sporting Events:
97 Sports
500 Athletes
Sponsorship and Ownership
Video games

No Limits
Potential New Markets
Young Women ages 18-35
looking to revitalize "body"
Workaholics ages 18-35
looking to revitalize "mind"
Undergraduate and Graduate Students
Reaching the Target
Why Are We Here?
Question: Will Red Bull's current promotional strategies allow for continual growth?
Goal: Recommend whether Red Bull should continue with current promotional strategies or take alternative steps to attract a new target market
Continue current promotional strategies with the same target market
Move towards a new demographic:
ex) undergrad, grad students, young workers
Develop new products
ex) gum, energy bars, energy shots

Continue current growth strategy
Huge sales growth in countries where the product has recently been released
5.3 billion cans last year (3.1% growth)
700 more employees
Concentrate and build deeper into their niche and continue to utilize cash flows to build the company
Full transcript