REdbull advertising campaigns strategy

• Continues to dominate as the energy drink leader
• Energy drink market continues to grow
• Positions itself as a premium product
• However Monster is gaining

Sponsorships

It built association with extreme sports events through sponsorship, and creating events that were adrenaline-fuelled. (Whiteside 2014)

"Red Bull gives you wiiings"

• Memorable and Inspiring Strapline

• Instant familiarity which forges strong associations

• Aspirational effect to accomplish the impossible

• Traditional problem/ solution format

• Humorous tone of voice (Belch & Belch 2000)

Stratos Space Jump

Events...

Red Bull has an aggressive calendar of brand experiences all linked by a common thread of brand humour and adventure. (Bigham 2011)

STRENGTHS

Advertising Strategy:

• Establish/increase the understanding and acceptance of the category (European Association of Communications Agencies 2000)

• Position Red Bull as the original Energy Drink with a believable proven effect by communicating the brand’s values of individuality, humour and nonconformism. (European Association of Communications Agencies 2000),

WEAKNESSES

Category Leader & Innovator

Product Limitations

Redbull is the innovator of energy drinks therefore they do have a competitive advantage over other brands. (Ma, 2014)

Limited product portfolio with not much variety of flavour or product lines (Taylor, D. 2012)

Broad Geographic Presence

Regulatory Control

Red Bull has a broad geographic presence ensuring positive long-term growth (Euromonitor International, 2013)

Red Bull Lifestyle

Health officials believe there are many risks associated with the ingredients in energy drinks (Guilbeau, J. 2012)

Red Bull has been able to portray itself as more than just a product, but as a lifestyle (Brown, K. 2013)

Communications Strategy

“Personal interactions, athlete sponsorship, event participation and word-of-mouth has always been a part of Red Bulls’ DNA," (Whiteside 2014)

-Content Marketing

-Social Media

-Sponsorship

-Events

-Traditional Advertising

THREATS

OPPORTUNITIES

Competition

New Product Line

Competitors offer more natural ingredients and variety of flavours (Euromonitor International, 2013)

A good brand presence gives the opportunity to extend the product line to keep up with the competition and overall market share (Ma, T. 2014)

High Price

Priced above its competitors for a similar drink (Ahlert, D. and Schefer, B. 2013)

Snow

Motorsports

Lack of USP

Skateboarding

Surfing

Music

Emerging Markets

How does it differentiate itself from its competitors?

World of Redbull

Emerging markets represent newer geographies for Red Bull’s expansion (Euromonitor International, 2013)

Studying

Bike

Esports

Games

Adventure

Redbull, 2014

Target Market

Group O: Liberal Opinions

Experian, (2009)

USP

Market Position

• People quickly assume that USP is “Redbull gives you”
• The first of its kind – started a new drinks market
• brand extensions and its marketing ethos – it is a way of life
• Redbull has created a lifestyle and in doing so created their USP.

References

Caffeine Informer

Ahlert, D. and Schefer, B. (2013) Vertical Price Coordination and Brand Care: Interdisciplinary Perspectives on the Prohibition of Resale Price Maintenance. [e-book] Philadelphia, Springer Science & Business Media. Available from: http://books.google.co.uk/books?id=fUQ_AAAAQBAJ&pg=PA11&dq=red+bull+high+price&hl=en&sa=X&ei=I4VWVNSCDqqQsQS6jIKwBw&ved=0CDUQ6AEwAw#v=onepage&q=red%20bull%20high%20price&f=false [Accessed 20th October 2014]

Belch, A, M. Belch, E, G. (2000) Advertising and Promotion: An integrated Marketing- Communications Approach. 5th edition. McGraw-Hill Publishing Co.

Bigham, Liz. (2011) The Consistent brand experience. WARC. [Online] Available from:

http://www.warc.com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=276bb189-a4ae-48a0-809c-c8f363c6e849&q=red+bull&CID=A94698&PUB=ADMAP [Accessed 22nd October]

Brown, K (2013) Selling Energy: An Analysis of Red Bull’s Marketing Strategies. BACHELOR OF COMMERCE BEST BUSINESS RESEARCH PAPERS. [Online] 7, 4-14. Available from: https://www.uvic.ca/gustavson/assets/docs/COM-470-Best-Business-Research-Papers-Vol7%203Jun14.pdf#page=4 [Accessed 20th October 2014]

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Lowe Open - London, (2014). Lowe Open and DLKW Lowe awarded Euro Effie - Lowe Open - London. [online] Available at: http://www.loweopen.co.uk/news/dlkw-lowe-lowe-open-awarded-euro-effie/ [Accessed 2 Nov. 2014].

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Thank You

Any Questions?

References Cont.

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