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Red Bull Presentation

Red Bull Presentation for marketing
by

Colin Shorter

on 1 May 2011

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Transcript of Red Bull Presentation

Marketing Mix Product Place Price Promotion Products
Red Bull Energy Drink
Red Bull Sugar Free
Red Bull Cola
Red Bull Energy Shots Place Red Bull is part of the functional drinks market. These are sparkling, still and dilutable products, designed to help:
Replace lost minerals, sugars, trace elements and fluids after exercise
Boost or replace lost energy from ill health or general feeling of weariness
Stimulate concentration or awareness

The functional drinks market includes:
Sports drinks
Energy drinks
Vitamin and mineral-enriched drinks
ACE drinks (fortified with A, C or E antioxidant vitamins)
Wellness drinks
Nutraceutical drinks
Near-water drinks
Herbal drinks
On average Red Bull costs:
$3.99 for 16oz
$3.29 for 12oz
$2.50 for a 2oz Red Bull Energy Shot
$18.95 for a 12 pack of Red Bull Energy Shots
$38.65 for a 24 pack of 8oz cans Mobile Advertising Television Commecials Sponserships At any one point in time Red Bull is sponsering over 340 athletes, some being:
Alessandro Barbero (BMX Biker)
Aaron Chase (Moutain Biker)
Chris Davenport (Skier) Packaging: Red Bull appears in the list of the popular soft drinks suppliers by value not by volume. The reason behind this is due to the large number of cans sold by the company, but it is also due to the abnormally small can which the drink is packaged in. By doing this Red Bull achieves greater sales, but due to the nature of a smaller size can, they do not equate to proportionally high amounts of the actual drink being sold. Distribution
Matador distribution What is Red Bull you may ask (or not)? Red Bull is the most popular energy drink in the world selling over 3.5 billion bottles of Red Bull in 140 conuntries in 2010. Dietrich Mateschitz (D-tritz Mat-schicks) inspired by an already existing drink called Krating Daeng (Crate-in Dang) which he came across in Thailand. He took this idea, and to suit the tastes of Westerners, modified the ingredients, and founded Austrian Red Bull GmbH in partnership with Chaleo Yoovidhya (Cha-low You-vid-u). Chaleo Yoovidhya invented the Thai energy drink Krating Daeng; in Thai daeng is red, and krating is the reddish brown bovine, an aggresive animal larger than the bison. Red Bull is sold in a tall and slim blue-silver can. Krating Daeng is sold in Thailand and in some parts of Asia in a wider gold can with the name of Krating Daeng or Red Bull Classic. Both are different products produced separately. Your next question might be "How did an energy drink from
Australia make its way to the United States?" Their slogan is "Red Bull gives you wiiings" in conjunction with the product which is aggressively marketed through advertising, tournament sponsorship (Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (Red Bull Racing, Scuderia Toro Rosso, EC Red Bull Salzburg, FC Red Bull Salzburg, Red Bull New York, RB Leipzig), celebrity endorsements, and with its record label, Red Bull Records, music. Using this tactic Red Bull was able to target a consumer market, and place their products name in the consumers mind with a purpose, to provide a boost of energy when it is most needed. Another contributing factor to Red Bull's amazing sucess is the excessive availibility of their energy drink. Random Fact: says that it gives you wings because it gives you the energy to tackle anything. It will make you feel like you can fly! So they say.... So how does a company go about selling
3.5 billion units of a particular product? Its fairly simple believe it or not, For being such a massive company with a product thats in such a high demand, Red Bull takes a very narrow approach to distribution. A Red Bull rep will contact a small distributor and request they only sell Red Bull. Other than this tatic, Red Bull is mostly distributed by kids in vans who hang out at trendy bars or popular clubs and sell the drink there. Red Bull also has sales teams that have opened a number of off-premise accounts at small stores that are local to colleges, gyms, health-food stores and supermarkets, To keep up with the high demand in the United States, The company has divided the U.S. into eight decentralized sales units, each of which is handled on a city-by-city basis. One regional office in New York, for example, services Maryland, New Jersey Pennsylvania and Virginia. The Boston office handles the New England states and upstate New York. Advertising
(A.K.A. Marketing continued) How does one go about marketing a product that has a limited target market? EASY: By relating Red Bull to
extreme sports and activities, the
company has projected a dersireable
image of their product being "cool" while gaining brand predominance. The Coolness Factor Red Bull has an aggressive international marketing campaign. The numerous sponsored activities range from extreme sports like mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating, freestyle motocross, rally, Formula 1 racing, and breakdancing to art shows, music, and video games. In keeping with their target market of young males, Red Bull has also enlisted help from celebrities, such as Eminem that would appeal to this group (sponsoring the Red Bull "EmSee Battle Rap championships"). Random fact: The slender container is used to suggest a
"sexier" image than some other cola counterparts. Red Bull is a commodity that meets the needs of consumers who are backed by buying power and given the outrageous cost of Red Bull, on average $3.29 for an 12oz can, demand a products with substantal gain that provide the most pleasure. People are willing to pay for Red Bull because as promised it "Vitalizes Body and Mind" and many consumers a satisefied by this feeling. Red Bull is a highly successful company whos responsible for more than 70% of sales in the energy drink
market to date. Their product is extremly well known by consumers to ‘vitalize body and mind’ and is generally purchased by most for that reason.

Red Bull has strong competitors who are trying to take back the market share that Red Bull has dominated, it is obvious that Red Bull’s marketing principles are working and keeping
their status as a market leader. Red Bull has knowldege of their shortcomings in marketing and are always making adjustments to there marketing approach to defeat and maybe even avoid future problems. The main reason Red Bull is 3 times more
expensive than a Coke or Pepsi is because of the ingredients it contains. Two expensive ingredients are Taurine (an unatural amino acid) and glucuronolactone (glue-corona-lack-tone).
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