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Transcript of Case 14-1
張佳茂 許祐嘉 張又升
陳佩琪 林于程 陳炯旭
*How it all began
what is the critical thinking issue raised by the case?
*The brand is too loud in the music academy.
*The intention of marketing the drinks in the music academy may be too obivious.
Q: 14-11 Summarize the different types of marketing communications that Red Bull uses. Are these “traditional” or “nontraditional”?
*Red Bull does not use traditional sponsorship as a method of below-the-line promotion.
*Red Bull takes a different approach.
*The company sponsors a number of athletes.
Product is Hero Content is King
Red Bull TV
Red Bull's uses
*advertising (large outdoor ads, magazines, TV)
*no Red bull, no wings
*Red Bull gives you wiiings
*Red Bull TV
Red Bull girl
Red Bull uses a premium pricing strategy.
This is reflected in the fact that it is the world’s best-selling energy drink.
Red Bull Media House fully integrates social
media marketing into every project.
*and print media
*drives physical and digital
strategy is not about doing things better,
it is about doing things differently.
Q14-12 What communication goal does each of Red Bull’s
marketing communication tools accomplish?
*Full of energy
Are you familiar with any additional brand touch points that aren’t mentioned in the case?
Red Bull mobile
Q14-13 what is the risk of sponsoring a special event such as Felix Baumgartner's historic skydive?
the failure of the extreme game
Life-threatening of athlete
For example on May 1st 2013 a German gliding athlete died of accident when performing
Q14-14 Red bull and other energy drinks have generated negative publicity regarding possible health hazards.
*Market approval and legal status
Q14-15 What makes Red Bull, in Professor Kumar’s words an “anti-brand brand”
*In the music academy, Red Bull plays down its participation.
*Red Bull makes no ownership claims on any music that is produced at the academy.
*Red Bull conveys what he stands for in an authentic manner so consumers find it believable.