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RED BULL

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by

Baylie Depp

on 30 June 2014

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Transcript of RED BULL

IMPLICATIONS FOR ACTION
KEEP CURRENT FLAVORS

REPLACE ONE OR MORE OF THE CURRENT FLAVORS

ELIMINATE THE EDITION LINE COMPLETELY
PRIMARY DATA: SURVEY
ANALYSIS OF VARIANCE (ANOVA)

NULL HYPTHESIS: THERE IS NO PERCIEVED DIFFERENCE IN ENERGY DRINK FLAVORS

ALTERNATIVE HYPOTHESIS: THERE IS A PERCIEVED DIFFERNCE IN ENERGY DRINK FLAVORS
ANOVA ANALYSIS
OBJECTIVE: TO FIND IF THERE IS A PERCIEVED DIFFERENCE IN ENERGY DRINK FLAVORS AND IT'S CORRESPONDING LEVEL OF SIGNIFIGANCE
Special Edition Launch
Marketing Research and Analysis

Baylie Depp
Charles Andruilis
Jared Amzallag

RED BULL
1976
CHALEO YOOVIDHYA CREATES KRATING DAENG

1986
FOUNDED BY MR. DIETRICH MATESCHITZ

1987
INTRODUCED IN AUSTRIA - HEADQUARTERS

1997
EXPANDS TO THE UNITED STATES - CA


NOW
OVER 165 COUNTRIES
OVER 35 BILLION CANS SOLD
43% GLOBAL MARKET SHARE
MANAGER'S PROBLEM
MARKET ENTRANTS - CONCERN OF COMPETITION

DIVERSIFY PRODUCT LINE

EDITION FLAVORS ANALYSIS

RESEARCH QUESTIONS
HOW SUCCESSFUL HAVE THE THREE EDITION FLAVORS BEEN AMONG RED BULL'S TARGET MARKET?

SHOULD RED BULL KEEP THEIR CURRENT LINE OF FLAVORS OR REPLACE ONE OR MORE OF THEM WITH A MORE PREFERRED FLAVOR?
SURVEY ANALYSIS
THE EDITIONS
DATA COLLECTION METHOD
SECONDARY DATA:
REPORTS
WEB
PUBLISHED STUDIES

PRIMARY DATA:
SURVEY
QUESTIONNAIRE
FEILD OBSERVATION


THE COMPANY
POPULATION OF INTEREST


SAMPLE FRAME


SAMPLING METHOD
ENERGY DRINK CONSUMERS
IN LARGE COLLEGE TOWNS


FRIENDS WITH INTERNET CONNECTION/FACEBOOK


NONPROBABILITY CONVENIENCE SAMPLING
PRIMARY DATA:
SURVEY
PRIMARY DATA
IMPLICATIONS
RECOMMENDATIONS
SECONDARY DATA
MENU MONITOR: SPECIALTY DRINK FLAVOR PREFERENCE
SECONDARY DATA
DATA SAMPLE
APRIL-JUNE 2013
4,490 RESTAURANTS

REPRESENTATIVE OF TOP DRINK FLAVOR FREQUENCY USAGE IN THE UNITED STATES

RESPONDENTS: 400 RURAL, 400 URBAN
CONDUCTED BY PRIVATE ORGANIZATION
TECHNIQUE: CONVENIENCE SAMPLING

RESULTS
47% STATED FAVORITE
16% ACTUAL FAVORITE

IMPLICATION
BRAND RECOGNITION
PRIMARY DATA: SURVEY
FEILD OBSERVATION

LOCATION: SAFEWAY
SAMPLING TECNIQUE: RANDOM CONVENIENCE SAMPLE
OBJECTIVE: TO OBSERVE BUYING METHODS OF CUSTOMERS
KEY TAKEWAYS
OBSERVED POPULATION: 20s & 30s

ENERGY DRINK PURCHASE BEHAVIOR
HIGH BRAND AWARENESS
MADE FEW ADDITIONAL PURCHASES WITH ENERGY DRINKS
LEMON-LIME (7up, Mnt Dew, etc.)
GATORADE BLUE, RED YELLOW



POPULATION: ENERGY DRINK CONSUMERS NEAR COLLEGE CAMPUSES

SAMPLE FRAME: SAFEWAY CUSTOMERS AT RURAL AND BROADWAY LOCATION

SAMPLE SIZE: 20
PRIMARY DATA
PRIMARY DATA: SURVEY
METHOD: SURVEY

LOCATION: QUALTRICS

OBJECTIVES:
CONSUMER SATISFACTION LEVEL
IMPLICATIONS FOR ACTION
SCALES USED
ITEMIZED RATINGS SCALE
SEMANTIC SCALE
LIKERT SUMMATED-RATINGS SCALE
CONSTANT-SUM METHOD
HOW OFTEN DO YOU CONSUME ENERGY DRINKS?
MS- MEANS SQUARED
BETWEEN GROUPS IS SIGNIFICANTLY HIGHER
51 VS 5

P VALUE < 0.05
REJECT THE NULL HYPOTHESIS

HOW SATISFIED ARE YOU WITH THE RED BULL EDITIONS?
WHICH OF THE FOLLOWING ENERGY DRINKS DO YOU PREFER?
A MAJORITY OF OUR SAMPLE CONSUMES ENERGY DRINKS 1-2 TIMES A WEEK
A HIGH MAJORITY OF OUR SAMPLE PREFERS RED BULL
SUGGESTS HIGH BRAND NAME AWARENESS AND BRAND LOYALTY
SAMPLE MEAN FELL BETWEEN "NEAUTRAL" AND "SOMEWHAT SATISFIED," SUGGESTING OUR SAMPLE RESPONDENTS ARE NEITHER SATISFIED NOR DISSATISFIED THE NEW EDITIONS

SHOULD RED BULL KEEP THEIR THREE EDITION FLAVORS?
TELLS US THE MAJORITY OF RESPONDENTS ARE SATISFIED ENOUGH WITH EDITION FLAVORS TO KEEP THEM
IF YOU ANSWERED NO, WHAT FLAVORS SHOULD BE CHANGED?
OF RESPONDENTS WHO INDICATED THAT ONE OR MORE FLAVORS SHOULD BE CHANGED, 53% INDIATED BLUE
RESULTS
PLEASE RANK THE FOLLOWING FLAVORS IN ORDER OF PREFERENCE.
THERE WAS A SIGNIFICANT DIFFERENCE IN MEANS, BLUE WAS CLEARLY NOT A FAVORITE
REVIEW
SECONDARY DATA
MENU MONITOR
– SPECIALTY DRINK FLAVOR PREFERENCE: LIME

BLIND TASTE TEST

– MOST VARIANCE IN STATED FAVORITE VS. BLIND TASTE FAVORITE: RED BULL

PRIMARY DATA
OBSERVATION DATA
– HIGH BRAND AWARENESS

SURVEY
– MOST RESPONDENTS WERE “SOMEWHAT SATISFIED” WITH THE RED BULL EDITIONS
THOSE WHO WERE NOT – ELIMINATE BLUE

LOWER VALUES = MOST PREFERRED
(RANKED #1)

HIGHER VALUES = LESS PREFERRED
(RANKED #9)
POPULATION CONT..
44 RESPONDENTS
KEEP ALL EDITION FLAVORS
CONSUMER PERCEPTIONS:
VALUE RED BULL BRAND OVER TASTE

REPLACE RED BULL BLUE (BLUEBERRY)
LEAST PREFERRED
*MORE RESEARCH REQUIRED
QUESTIONS?
CROSS TABULATION
PRIMARY DATA: SURVEY
HOW OFTEN DO YOU CONSUME ENERGY DRINKS?
WHICH FLAVOR DO YOU BELIEVE RED BULL SHOULD CHANGE?
Full transcript