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Red Bull Value Proposition

Delivering the value proposition
by

Lee Crockett

on 23 June 2014

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Transcript of Red Bull Value Proposition

Key findings
Why Cranberry?
Target segment
Flavour development will be the next innovative development in the energy drink market

Healthy energy drinks will create a new segment in the market

Research has proven that there is a gap in the market when it comes to female consumers
Increase
female
sales share
Continue to attract
male
customers
Appeal to
health conscious consumers
...In addition
KPI's
Red Bull -
Leader of the global energy drinks market

‘Red Bull Energy Drink has been developed for people who want to have a clear and focused mind, perform physically, are dynamic and performance-oriented whilst also balancing this with a fun and active lifestyle. In short, Red Bull gives wings to people who want to be mentally and physically active and have a zest for life.’ (Red Bull, 2012)
- The business of giving people wings -
Events
Teams
Athletes
boosting concentration, endurance and energy for physical and mental performance
437 universities. 6 continents.
Red Bull AIRDROP
Projects
Product Launch
UK Tour
London Finale
- 15 city bus Tour
- 4 week circuit
- 'Red Bull drops here' blimps
- Entertainers
- Music
- Free Red Bull Cranberry giveaway
Universities
Budget
Timescale
Metrics
- 30 Universities
- Fresher's week
- 1000 can give away
- 'Red Bull Challenge'
Red Bull Challenge
Consumer interaction with the brand is more likely to lead to a positive future relationship with the brand (Copetti et al., 2009)
Market Report Predictions
Growth market since 2006 (Keynote, 2011)
Product awareness

Product sales and popularity

Market share
Inrease Eco-Cooler distribution
Skate and surf shops
Impulse buys
Eastbourne Extreme
Trial promotion of Red Bull Cranberry
Additional promotion
'Wings team'
Vending machines
University representatives
Continual
Product
Campaign
- Brand and category development index

- Customer lifetime value

- Price premium

- Percent good value

- Share of voice
- Market penetration

- Awareness, attitudes and behaviour

- Customer satisfaction

- Willingness to recommend
- Customer regency

- Cost for rebates

- ROMI
Findings & Analysis
Objectives
By mid July, create a product ready to launch that will compliment Red Bull's product portfolio
Our concept
Maintain Red Bull's iconic brand image
16-44 year olds are attracted to the brand because of its 'energy giving properties' (Mintel, 2011)
Market saturated by male orientated energy drinks (Mintel, 2011)
FLAVOUR
HEALTH
WOMEN
Within six months, achieve lucrative sales within the female market
A drink that provides a lighter, healthier and more refreshing alternative will attract females to the market (Mintel, 2011)
Health benefits of cranberry make it popular amongst health conscious consumers
Colour does not exclude male consumers
Offers a new twist on their distinctive packaging
RED
THE TEAM
Reza Samsami, Mike Durey, Jess Vallis, Jana Wolframm, Ben Boothroyd, Chris Mude, Andy Huelin
THANK YOU!
Red Bull's Current Product Portfolio
Lasting increase in market share in the UK energy drink market
Maintain Red Bull's current brand image
what can will you open next...?
- Leicester Square
- Radio 1 DJ
- Live entertainers
- 7500 Red Bull cans
Value Proposition
A value proposition is a clear statement of the tangible results a customer gets from using your products or services. It is outcome focused and stresses the business value of your offering.
Venture Advisors' Value Proposition
For Communities: Job creation, new revenue, and community pride at a fraction of the cost of traditional incentives such as TIF’s, tax credits, rebates, grants or loan guarantees.

For Entrepreneurs: Venture Advisors provides effective, growth oriented, management and tactical support to start-up companies. For qualified entrepreneurs we assemble teams of experienced, successful business people as volunteer mentors to provide both strategic and tactical business mentoring to help them grow effectively and efficiently.
Venture Advisors partners with communities to create entrepreneurship programs that utilize local resources to assist entrepreneurs to startup and grow their businesses, because as they grow, they create jobs, revenue and pride in the community.

Our entrepreneurship programs utilize experienced, successful business people as volunteer mentors to provide strategic and tactical support to help entrepreneurs succeed.
Full transcript