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Red Bull

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by

Kristi Hong

on 23 September 2015

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Transcript of Red Bull

Red Bull
Marketing Strategies


What are the potential benefits of sports marketing in the consumer decision making process?
Consumer Choices
Principles of Marketing
Group B
Professor Jacob

Presentation by Kristi Hong, Leila Jammal, Alex Gosman, and Jay Heinen
Who is important in the decision making process?
Consumers
Students
Students (generally at the college level) consume Red Bull:
to make up for insufficient sleep (67%)
to increase energy (65%)
to drink with alcohol while partying (54%)

51% of participants (n=253) consumed 1+ energy drinks in the average month during the college semester.
Source: Malinauskas et al., Smith et al., Budden et al.
92% of 18-24 year olds who don't attend college are internet users. Almost 100% of undergraduate and graduate students do.
Clubbers
The "illegal" drink allegedly contained:
"ecstasy"
"bull's urine/testicles"
"liquid amphetamine"
Source: Wikipedia
Athletes
13% said they did so at the urging of their coaches
27% of a sample of 16,000 adolescent athletes used caffeine to improve their sports performance
32% of American HS athletes consumed energy drinks
In some situations, caffeine
can
help, but not always
Source: Reynolds
Other People
truck drivers
people with long working hours
night shift workers
flight attendants
500 Athletes Worldwide
97 Sports
Own many different sports teams
i.e. New York Red Bulls
Involvement in Sports
for adults, seeing the brand and how popular it is gives them a belief that the product must be since it is this wide spread
another thing to think about is for people who are very active and healthy; seeing professional athletes with the beverage creates the belief that it increases performance and that its healthy
Adults

smart marketing by Redbull because of the significance and prevalence of sports in people's lives
i.e. 64% of Americans watch NFL; 73% Men; 55% Women
Redbull Gives You Wings

- Described as post-modern hedonistic group
- Hedonism - engaging in the quest for pleasure and happiness
Breaking Down The
Target Market
- The pursuit for personal pleasure helps
R
e
d
B
u
l
l
in its success
- People need to feel energized to feel good and as a result, it creates a market for energy drinks
Social Influences On Consumer Behavior
1. Cultural Factors
2. Demographics
3. Social Class
4. Personal Factors

- Consumption of energy drinks is known to be accepted
Red Bull

Monster Energy
Rockstar Energy
5 Hour Energy
80 mg of caffeine per 8.46 oz
110 calories per 8.46 oz
160 mg of caffeine per 16 oz
210 calories per 16 oz
160 mg of caffeine per 16 oz
280 calories per 16 oz
200 mg of caffeine per 2 oz
4 calories per 2 oz
Success
- Social factors are not a big problem for marketers
Cultural Factors
Demographics
1. Population
2. Age
3. Gender
4. Type of Work
Alot of people look to sports as an escape from the stressfulness of life.
i.e. Rugby World Cup
Look up to sports figures and idolize athletes
pairing that with jersey sales and having the logo on the jersey paints a picture especially for young kids

seeing their heroes with this logo and then seeing the logo on beverages in their local stores fuels beliefs in the beverage
Social Class
Source: http://www.redbrick.me/wp-content/uploads/2011/11/vodka-redbull.jpg
Source: http://mbvermeer.com/wp-content/uploads/2014/07/red-bull-logo-87383.jpg
Source: http://www.redbull.co.uk/cs/RedBull/RBImages/000/000/381/439/photo610x343a/RBPN%202010-RD3-4768-EBB+BARR-LO.jpg
SWOT Analysis
Thanks for listening!
Questions?

Strengths
Weaknesses
Opportunities
Threats
market leader
innovative and trendy
mass awareness
recognizable brand/strong brand equity
understands its consumer
losing market share to competitors
higher pricing compared to alternatives
flavor/personal choice limitations
formula not patented, subject to copying
product line extension
expand into new and previously prohibited markets
- Family
- Reference Groups
- Status
Personal
Lifestyle

Personality
Standard of Living
Problem Recognition

Information Search

Information Evaluation

Decision

Post-Purchase Evaluation
Full transcript