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Red Bull

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by

Elena Rudiak

on 14 February 2016

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Transcript of Red Bull

Market Research
Brand Equity
Brand Architecture (
6 C's
)

Module leader: Bidit Dey
January, 2015
Brunel, MG5616
'Giving wings to people and ideas'
Market research

Brand equity

Brand architecture

SWOT Analysis

Ansoff's Matrix

Perception maps

SMART Analysis
Is
Red Bull
Giving Wings?

Outline
Source:
'...if I need more energy I will drink
Red Bull
...'
(65% of responses)
...Extreme sport - 45%
Powerful - 32,5%
Party - 25%
Fun - 15%
What do they customers
think?
Source:
Source:
Monolithic Brand
One of the leading brands of energy drinks
Character:
Powerful, free, and supporting sports, rock/electronic music
Culture:
Giving wings to people and ideas. Giving fun, energy, and power to people
Communication:
Party, fresh, fun, extreme sports, aggressive, harmful, and addictive
Conceptualisational:
Tasty, unique, high-efficient drink, well-designed, and traditional drinks with long history
Covenant:
Younger generation, sportsmen, young talents, and people from 18-35 years old
Constituencies:
Source:
Source:
SWOT Analysis
Source:
Ansoff's Matrix
Source:
Market Diversification & Positioning
In 2013 we sold more than 5.3 BILLION cans.
'...
Red bull
's extreme event has really pushed the standard of global extreme sports to a brand new level, also brings a great joy towards people whom have never seen them before.'
'...I think
Red Bull
really does the trick to highten energy and concentration.
It is a real life savour during examinations and deadlines.'
SMART Analysis
Red Bull
: stories behind the can

Source:
Source:
'...
Red Bull
is traditional drink with long history'
References
Done by:
Liana -
Elena -
Kaousik -
Rafael -
Rachel -
Crystal -
Full transcript