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Red Bull

Business Template
by

Gerson Barreneche

on 24 August 2015

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Transcript of Red Bull

Product
Values
THE RED BULL CANS
are 60% lighter in weight and they are 100% recyclable
WALL-TO-WALL PRODUCTION
saves resources through short distances (conveyer belts)
SMART TRANSPORT produces less CO2 emission
(Glass Bottles need 40% more space, PET Bottles need 30% more space, Red Bull's Cans are light and compact
)
EFFICIENT COOLING through ecofriendly coolers:
Seven Can Coolers use only as much energy as a single 100 watt light bulb.
Brand - History
Who developed it? Dietrich Mateschitz 1980's (Austria)
Predecessor? Chaleo Yoovidhya (Thailand)
1987 Red Bull Energy Drink was sold 1st time @Austria
Innovators: totally new product category
+ 50 billion cans of Red Bull so far
THANKS!
DO YOU HAVE ANY QUESTIONS?
Environmentally Friendly
Analysis
Strengths:
Reputation and Potential
Quality
Strong and consistent brand image: 1st in the market
COMPETITION
Rebranding Visions
Red Bull gives you wings:

successful new young consumers linking extremism, energy and mystique

Loss of Red Bull’s ageing consumers:
unprofessional and exhibiting childish behaviour

Red Bull brand image should be altered
.
Who is your competition, what do they do, how ahead or near are they to you, and who has funded them?
Coca Cola
Monster
Pepsi
Rockstar
Kickstart
MARKETING
Media strategy
Red Bull may expand its original targeted group of 16-29-year-old people to increase the sales

Ageing consumers from 25 to 45 y/o must be targeted so they can also be benefit from Red Bull's positive effects.
"Vitalises body and mind"

Appeal to a broader market: gives you wings’ may symbolise irresponsibility

The slogan should be changed
Advertising Sample
UNDER THE HOOD
brake the limits

beyond the limits

go for it

gives you more
MEET THE TEAM
What is Red Bull? Energy Drink
Krating Daeng
(Thai:
daeng
means "
red
",
krating
=
reddish-brown muscle
-bound bovine similar to the bison)
How big is Red Bull? +10K employees in 167 countries
Sells:+5.6 billion cans sold 2014 (+4.2%)
Company Overview
Red Bull
By Gerson Barreneche
Weaknesses:
Competition from Pepsi and Coca-Cola
Limited product development
Red Bull should use more traditional ways of marketing
brake your limits
beyond your limits
go for it
always gives you more
Full transcript