Transcript: Types of Advertising & Promotions Used Promotes itself as the go-to 'Energy Drink'. Endorses & sponsors sporting events & athletes. Increased brand awareness by giving out Red Bull. Coalesce 'Fun' with Red Bull The use of extreme sports in promotions Have always been a tradition. Famous 'Give you wings' slogan Lifestyle Brand Image Reminder Darren Subandrio - 2201168 Ted Sumanaskajohnkul - 2238391
Transcript: Red Bull Air Race health concern maturing market innovation media presence Marketing-Mix uniqueness through sponsoring of sports athletes organizing extreme sports events Red Bull Red Bull Cola Red Bull Energy Cola Red Bull Energy Fruit Punch Red Bull Energy Coffee Red Bull Lunaqua 1985 1st cliff diving contest Strengths indirect distribution SWOT Formel 1 with Team Sauber "never trust the banking system" The success-story of Red Bull young, active PR, Engagement in sports Advertisement - comic sampling ??? leadership 49% Dietrich Mateschitz 49% Chaleo Yoodvidhya 2% Chalerm Yoodvidhya RED BULL STRATOS 1995 Red Bull Media House GmbH Servus TV Red Bull Mobile - A1 Red Bulletin 6x of Coca-Cola high autonomy spin off Internal catalog price Products place small product line design of can brand high price Food-law approval in Germany PR NASCAR Racing Team Red Bull BC in Tokyo 2000 product External 1982 1984 1987 Red Bull Stratos Weaknesses entering Austrian market variety recipe patent marketing expense 1992 Media Presence MOTORCROSS approach to 7s-modell 2003 BASE JUMPING Timeline 1st gravity race research in ingredient 2010 company share first cartoon price AIR RACE geographical expansion product line founding of Red Bull GmbH promotion Dietrich Mateschitz in Hongkong FORMEL-1 one third of total revenue goes into PR Key Concept Threats 1997 leadership lifestyle CLIFF DIVING energy drink Opportunities horizontal Facts & Figures 2006 2012
Transcript: http://energydrink.redbull.com/can-lifecycle Athletes B-Group Vitamine Sucrose & Glucose Taurine Marketing 9,000 Employees in 165 countries Ingredients Mandarin Hotel 1982 Launch of a new product Projects New product categorie The way of Red Bull
Transcript: One flavour for over 21 years Energy drink market full of flavours Monster Energy - 12 different flavours How can we hit the market with a new flavour of energy drink that will be popular world-wide? different approach only natural ingredients not-too-sweet Cola People around the world are used to different flavours Red Bull Simply Cola Unique recipe since 1987 More than 165 countries Phenomenal branding “Red Bull gives you wings” What might be the most popular flavour in the world? Red Bull Presentation Social-cultural environment X Innovation Problem area conservative and simple design can be easily associated with the brand World wide known flavour Lack of different flavours Social-Cultural aspect Globaly successful Marketing Red Bull Simply Cola Michal Snajdr
Transcript: Red Bull Case Yasmine Adan Sofia Samuel Promotion Tools Promotion Tools - Partnerships - Sponsorships - Advertising events - Ownership of sports teams - The usage of apps and web sites The Website The website - Focus on sponsorships - Letting the costumers know where they are present - Very interactive and intuitive - Only used for advertisement and not for selling drinks Selling proposition Selling Proposition - Extra energy boost, with metaphorical use of " giving wings" - Using " Red bull gives you wings - TV advertising with cartoons IMC Approach IMC approach Yes, Red bull uses the IMC approach, because of the consistency throughout all of its communication " giving wings". Even through its sponsorships, because they tend to support extreme sports, like Formula 1 and MotoGP. Advantages and Disadvantages Advantages and Disadvantages Disadvantages : *Relationship between sports and the drink *Conditioning RedBull drink and sport *They relay on sports success Advantages: * By using famous athletes, it helps generating fascination and attraction *Gives you confidence or not to play any sport. *Creating the link of success in sports with Redbull Keys of Success Keys of Success - Time frame/ preparation - Visualization of the entire project in advance - Hype - Social media - Live streaming - Computer simulation Experience customer journey -> Purchase of cans throughout the event
Transcript: Uni - BZ Student from 62 nationalities Uni-party S.C.U.B. AIESEC Kikero Alumni 30 Parties during the year 3 Big events more than 700 students Sports for students and fun Cultural Events Conferences Uni-party @ unibz Snow days 1 conference global fair ethnic music and dances tasting of typical dishes Faculties Corrado 25 years old Economics and management Chef 10 teams 80 players 150 participants S.C.U.B. Football Cup 500 Students from different european universities 1 party on the snow and 2 big parties 3 days of activities and sports on the snow games for newes 1 party in the evening Economics Design Science and Technologies Computer Science events Associations Global Village Rookie day 800 students
Transcript: SWOT Analysis Strengths Weaknesses Opportunities Threats People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage that anticipate and satisfy people’s desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization. As of Year End 2012: Red Bull has hired 8,966 employees in over 165 countries Red Bull has sold over 35B cans TAURINE http://www.redbull.com http://www.euromonitor.com/medialibrary/PDF/RedBull-Company-Profile-SWOT-Analysis.pdf http://gives-u-wings.blogspot.com/2012/01/swot-analysis.html http://adage.com/article/special-report-marketer-alist-2013/red-bull-stratos-space-jump-helped-sell-a-lot-product/243751/ Health Concerns Manufacturing process "Red Bull Energy Drink is a great functional drink which can be really handy just before training or competition. Red Bull gives you wings." Offshoring "Red Bull keeps me focused and energized so that I can compete at my best both on and off the field. It gives me the extra push needed to continually perform at top levels." Recognition from sponsorship of Sporting Events 1982 - Dietrich Mateschitz became aware of products called "tonic drinks" . 1984 - Red Bull was founded. 1987 - Red Bull was sold for the first time in Austria. 1995 - Red Bull entered in the Formula 1 with Team Sauber. 1997 - The first ever Red Bull Music Academy was held in Berlin, Germany. 2000 - Red Bull launched its product in the Middle East. Aggressive advertising Competition PRODUCTS Thiery Henry (NY Red Bulls Forward) INGREDIENTS Negative Publicity Popular brand image Too expensive Extension of product line SUCROSE AND GLUCOSE Vision Statement: Sources: Founder of Red Bull Richest man in Austria CAFFEINE CEO: Dietrich Mateschitz 69 years old Company Profile Mark Webber (Former RBRacing F1 Driver) ALPINE WATER Our mission is to be the premier marketer and supplier of Red Bull in Asia, Europe, and other parts of the globe. We will achieve this mission by building long-term relationships with the people who can make it become a reality. Company History B-GROUP VITAMINS Mission Statement: Limited product line
Transcript: 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 Promotion 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. So how does a company go about selling 3.5 billion units of a particular product? 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. 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"). 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. Marketing Mix The slender container is used to suggest a "sexier" image than some other cola counterparts. Packaging: 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 Television Commecials 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. Its fairly simple believe it or not, Product 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). says that it gives you wings because it gives you the energy to tackle anything. It will make you feel like you can fly! 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) Place Sponserships So they say.... What is Red Bull you may ask (or not)? Price Products Red Bull Energy Drink Red Bull Sugar Free Red Bull Cola Red Bull Energy Shots Mobile
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