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REDBULL

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by

Katarzyna Pilch

on 10 December 2014

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Transcript of REDBULL

REDBULL
Founded in 1984 by Dietrich Mateschitz.

A total of 5.387 billion cans of Red Bull were sold worldwide in 166 countries in 2013.


Before the launch survey showed that "This product is a disaster, people do not accept its taste, logo or name."

They mainly target
males
at age between
20 -30

Who are students, working professionals,
sports enthusiasts
, athletes
BRAND PERSONALITY
They are
distributed in 83 countries
all over the world.

In 2008 and 2009 they have started an association with the biggest dance floor of Europe


BURN
RED BULL VS. BURN SALES
INSPIRATION COMES FROM TRIP TO THAILAND.

TUK-TUK DRIVERS KEPT DRINKING KRATING DAENG(English Red Gaur) TO KEEP THEM ENERGIZED

Red Gaur eventually became Red Bull
BULL like the zodiac sign of Mateschitz
Person who loves challenges, new experiences, adventure, adrenaline, success, innovative, non-conformist, sensation seekers
WHO?
open minded, free spirits
Finding distraction from normal average life
Hates boredom, loves fun, strong individual, confident
Person who is getting their wings (high adrenaline sports)
TACTIC FOR BRAND ELEMENT
brand name: RED BULL
: www.redbull.com
logos and symbols

slogan: Red Bull gives you wings
packaging: Cans, bottles
LOGOS AND SYMBOLS
TWO RED BULLS FIGHTING IN FRONT OF YELLOWISH GOLD SPOT, SUN

REPRESENTS PURE SPEED, POWER, RISK-TAKING AND AGRESSIVENESS, VITALITY
THE BULLS= STRENGTH, COURAGE
BLUE AND SILVER COLOR= INTELLECT PERFECTION
GOLD PART= EMOTION, EXCELLENCE
SLOGAN
"IT GIVES YOU WINGS"
Metaphor for drink which gives you the energy to tackle or do anything you want
Any task that you attempt will be much easier since you feel like you have wings
This slogan creates images of positivity and confidence in the consumer, as though they have the energy and the ability to do whatever they want.
CUSTOMER-BASED BRAND EQUITY PYRAMID
SALIENCE
IMAGERY
FEELINGS
PERFORMANCE
JUDGEMENT
RESONANCE
RATIONAL ROUTE
EMOTIONAL ROUTE
RED BULL

sells
energy drink
through mass retailing

everybody recognize this brand through that product
BURN

sells
energy drink
through mass retailing

everybody recognize this brand through that product
RED BULL

RED BULL

cool brand
endurance
individualistic
outgoing
PERSONALITY
extrovert
sociable
experience
EXTREME SPORTS EVENTS
competition
higher price
known as alcoholic mixer (vodka, Jagermeister)
cooperation with extreme sportsmen
huge amount of money put into sponsorship
unconventional event organizer
strong student's employee base
RED BULL
adrenaline
adventure
excitement
individual
sports
FUN
RED BULL
high quality
superiority
surpassing oneself
RED BULL
COMMUNITY
LOYALTY
ENGAGEMENT
ATACHEMENT
Justin Bieber
MOST SUCCESSFUL CELEBRITY &
HIS PERSONAL BRAND
SOME FACTS...
2007
DISCOVERED ON YOUTUBE
by Scooter Braun
he was only 13!?
2009
His first debut My World covered with platinum in the US.
He became the first artist to have seven songs from a debut record to chart on the
Billboard Hot 100
2011
Best New Artist
Best Pop Vocal Album
Nominated to
Grammy Awards
2012-2014
Most Popular Video of Any Kind Online

The First Ever Solo Artist To Have Three No.1 US and UK Albums Before Age of 18

Most Widespread Social Network Message In 24 Hours

Youngest Solo Artist to Have Five U.S. No. 1 Albums

Youngest Musician with a Music Channel Viewed Three Billion Times
IN GUINNESS BOOK OF WORLD RECORDS
TO 27 October 2014 HE WAS NOMINATED 286 TIMES AND HE WON 174 OF THEM
61%
THAT HE WILL GET THE AWARD HE IS NOMINATED FOR.
JUSTIN BIEBER BRAND
BELIEBERS
JUSTIN
BIEBER
=
HE OWNS A LINE OF NAIL POLISH WHICH HAS SOLD MORE THAN 1 MILLION BOTTLES IN 2 MONTHS
[TIME.COM]
MOREOVER HE OWNS FRAGRANCE CALLED SOMEDAY WHICH EARNED MORE THAN 3 MILLION DOLLARS IN LESS THAN 4 WEEKS
[THEGUARDIAN.COM]
HOW IT WORKS?
HE CONNECTS WITH HIS FANS ON AN EMOTIONAL LEVEL
HE RISED AND STILL COMMUNICATES MOSTLY THROUGH SOCIAL MEDIA
HE HAS AN INTIMATE RELATIONSHIP WITH HIS FANS/CUSTOMERS.
HE IS SHARING HIS PERSONAL DAILY MOMENTS DIRECTLY.
HE IS CREATING A FEELING OF ACCESSABILITY IN HIS FANS
KU's position in managerial education is ever increasing. 45th in the world!

On October 20th, 2014 the "Financial Times" published its Executive MBA ranking.

Finance at KU among world's best Master Programs.

"FT" published their Global Master's in Finance ranking, which confirms the position of Kozminski University among world's best business schools.


We are the only institution in the region holding all three of the most prestigious business school accreditations AMBA, EQUIS and AACSB
BURN
creative
partying
having experience
living in the moment
meeting people
FUN
BURN
art&music sponsor
night life
sponsor of F1
fuel
clubbing
PARTY
BURN
affordable(medium) price, energy
The performance of the product in terms of energy is recognized thanks to Coca-Cola’s experience and professionalism.
BURN
efficient and great energizer
BURN
COMMUNITY
SHARING
DISCOVERY
TARGETS
sportive people
to help them during their competitions
young people
in general
especially the ones
who love meeting new people, music&art
In the "Financial Times" Global Masters in Management Ranking in 2014, we are 35th.

It’s worth your while to study management in Europe!
3 most prestigious
international accreditations!!
Students from 64 countries
This year on campus you can come across students from over
sixty different nationalities
including American, Chinese, French, German, Russian, Ukraininan, Belarussian, Nigerian, Saudi and others.
Full academic rights.
Kozminski University
is the only non-public university
in Poland which can grant
Ph.D. Habilitatus degree
in the field of Management
and Economics
and holds full academic rights.
POP & POD
POP
= gives energy, fun, experience, excitement

POD RedBull
= extreme sports athletes sponsor, large community of customers

POD Burn
= sponspor of music events, night life, parties
BRAND
MANTRA
RedBull
Burn
"Gives you wings"
"Fuel your fire"
Excitement
Athletic
Performance
Togetherness
Fun
Entertainment
THANK YOU!!


QUESTIONS AND ANSWERS
LONG TIME IN THE BUSINESS

SHOWS AND ARTICLES ARE NOT CHEAP

OVER 60 BUT STILL FULL OF ENERGY

STICK TO WHAT THEY DO BEST
Comparison of Red Bul to a band
OWNED AND DISTRIBUTED BY
2002

LAUNCHED IN THE UNITED STATES DURING A NEW YEAR'S EVE PARTY.
They sponsor music and sports
(mainly extreme ones).
For example they launched
the Burn River Jump in Italy
and the Burn studios in Ibiza.
Full transcript