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Red Bull - The logic of
Transcript of Red Bull - The logic of
of Red Bull's products and services Competition on the market The team presenting
"The logic of RED Bull" Tomáš Lucie Thandiwe Aubrey Roman Red Bull Business Strategy Non traditional brand
building strategies Utilizing
of brands and products
to young consumers Redbull achievements True story Jyri How they started "giving wings" 1982 Marketing director for Bledax Dietrich Mateschitz went to Thailand and experiences
"serious Jet Lag" This is where he drank Krating Daeng made by this man Chaleo Yoovidhya on to make the greatest energy drink company the world has ever seen! Together they went 1987 why global? better known connect people share common issues "We don't bring the product to the consumer, we bring consumers to the product." - Dietrich Mateschitz What does Redbull do for it? involvement Word-Of-Mouth (Buzz marketing) Where? Extreme Sports Events
- Organized events Parties University Campuses TV Internet Products Services Events Supporting young talented sportsmen Red Bull Media House Red Bull Music Academy Content marketing What to do? target group price customers, not country one brand strong marketing understandability quality originality Almost impossible to come up with
new drink and be worldwide successful Red Bull is no. 1 on the market Monster is getting more popular highest manned balloon flight fastest speed of free fall "One small jump for Red Bull, one giant leap for business marketing: Red Bull Stratos may be the most successful marketing campaign of all time." highest jump from balloon and many other world records and achievements Integration Sampling girls extreme sports adrenaline lifestyle The Red Bulletin Red Bull TV Mobile Apps Red Bull Records 1987 a.k.a RED Bull US market What makes Red bull different? Technological
Options New Service Concept New Service Delivery
System Red bull and Hertogs Innovation
Dimension New Client
Interface Marketing Distribution Organization Development Identifying
concepts Finding innovative sponsorships and partnerships to drive their extreme lifestyle Powerful and innovative marketing strategies Innovative and new distribution
of product A different way of reaching the client Combining innovation with new age media, social networks
and technologies to "sell a lifestyle,
not a product" Red bull believes in its "PREMIUM" product, with its many benefits especially the fact that it revitalizes both the body and the mind.
This then became the basis for the unique brand
personality of Red Bull:
- Self Ironic
- Witty, charming
- Unpredictable Red Bull's unconventional marketing efforts single-handily turned a energy drink into a huge global business, created an entirely new category of beverage and earned the company a place in the marketing halls of fame as a "miracle brand." - Alex Wipperfürth ABSOLUTE PREMIUM PRICE
Red Bull´s real product benefits justified a premium
It is by far the most expensive non-alcoholic drink
on the market.
Red Bull is 3 to 6 times more expensive than Coke. TARGET GROUP
Red Bull´s target group is not determined by a
demographic, but by a „state of mind“.
Red Bull consumers have drive, are active and
dynamic. They want to be physically and mentally fit
and wide awake. ABOVE-THE-LINE-ADVERTISING
Red Bull gives you wings.
Aim of the campaign is to reflect the brand
Cheeky, witty, self-ironic, unpredictable and
While the distinctive execution style helps
establish it as beyond fashion. Red bull utilized what they call "opinion leaders", specifically in the sport and cultural fields. These people have a strong cultural influence and help reach the threshold of the red bull target group.
Red bull develops specific "relationships" with these opinion leaders, treating them like friends. Today, red bull boasts 250+ such friendship agreements with top athletes and artists without one single written contract. Red Bull does not sponsor events. Instead, it creates and organizes their own new, innovative and image building events... The launch of red bull has been classified as the most successful beverage launch of the last decade.
Its continual success can be attributed to a new and innovative partnering between a premium product and an "out of the normal" communication strategy.
Their innovation have led them to become, not only a trending phenomenon, but a continual success story. We don't sponsor, we innovate DOING THINGS DIFFERENTLY
An innovative and unique product needs an innovative
and unique communication strategy.
So for Red Bull we questioned everything.
- Distribution strategy
continual evolution and brand development Innovations in promotion Word of mouth-pull
marketing Thank you! Red bull - A quick history Krating Daeng Consistency