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RED BULL

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by

kat hazen

on 7 December 2015

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Transcript of RED BULL

What is Red bull?
Kat, Ray, Lhorna, #4
Product
With Ingredients like Caffeine , Taurine , B-Group Vitamins , Sucrose & Glucose + Alpine Spring Water. This Austrian produced energy drink was adapted from a Tai beverage called “Krating Daeng", translated into English the saying created “Red Bull”.
Pricing
Standard sizing for cans
-8.4 fl oz. $1.99
-12 fl oz. $2.50
-16 fl oz. $3.27

occasional discounts in few retail stores.
The 4 P's of
An energy drink that revitalizes your body and mind.

Promotion
example TV advertisement
Red bull gives
you wings!
Memorable Branding
ABOVE-THE-LINE
ADVERTISING
BELOW-THE-LINE
ADVERTISING
ENGAGING WITH CUSTOMERS
TV Advertisements

Red Bull TV

Billboards

Type Ads

Sticker Placement
Sponsored Events

Linking product to sports

Freebies

Word of Mouth

Video game Promos
Engaging with Customers
above the line
below the line
customer surveys

Responsive to reviews

suggestion hotlines
Social Media

Product representatives
"Redbull Girls"
Why not drink red bull?
What is Red Bull? Cont.
Red Bull is an energy drink not only used to fight mental and physical fatigue, but to create increased mental and physical exertion.
Target Market
Genertation "Y", 18-35yrs old
Product Mix
Red Bull Editions: Red, Blue, Silver, Yellow, Cherry, Orange
Students and young professionals
Red Bull Cola
Red Bull Sugar Free
Red Bull Zero Calories
Product Life Cycle
Currently, Red Bull is experiencing the maturity stage in its product life cycle.
Launched in 1987, that period will be classified as the introduction stage, where promotions were done that made consumers aware there was a new product on the market. Distribution was selective and scattered at this stage. Building brand awareness was paramount, so promotion was a leading priortity.
After the introduction, the next few years would define the growth stage for Red Bull. Distribution became more important to meet the increased demand and acceptability of Red Bull. More channels were added for intensive distribution in order to meet this increasing demand. Along with maintaining existing quality, new features and improvements to the product were added.
The maturity stage began in the late 90’s and early 2000’s. It continues to exist currently. Red bull continues with added features and modifications to the product in order to compete in market and differentiate the product from competition. New channels are being added to face intense competition and incentives are offered to retailers for priority shelf space over competitors.

Red Bull is available in more than 167 countries around the world. About 50 billion cans of Red Bull have been consumed so far.
In the U.S. Red Bull continues to rank # 1
Red Bull uses a premium pricing strategy.
The product is priced above that of competitors' products



Pricing References
2014 data was compiled from data published by beverage industry insider Bevnet.com

Top Selling Energy Drinks Brands,Nov. 2015 article , www.Caffeineinformer.com

Mitchell, D.(May 11, 2015) These Are the Top 5 Energy Drinks www.time.com/3854658/these-are-the-top-5-energy-drinks/

Dentressangle, N (Jun, 2015) With Sales Amounting to 4 Billion Cans in 160 Countries, Red Bull Energy Drink is the Market Leader
http://www.thedrinksbusiness.com/2013/04/red-bull-energy-to-spare/

http://www.forbes.com/sites/forbesasia/2013/06/24/the-wind-behind-red-bulls-wings/
Full transcript