Welcome!
Who are we and what Message
are we trying to convey?
Strength
Favorability
Uniqueness
How do individuals
make choices?
Buyers behavior
People between 15-50 years old
- Increased physical and brain activity
- Exam period
- Sports,
- Driving,
- Parties
- Shops
- Supermarkets
- Kiosks
- Petrol stations
- High ways
- Food machines
- Resorts
- Night clubs
- Need of quick energy
- Body and mind stimulation
- Concentration
- Lifestyle
• Who buys?
• When?
• Where?
• Why?
• How?
- Social factors
- Fashion
- Common belief
What are our Target Markets?
Competition
Extension of Target Markets:
Demographics
Psychographics
Generations
Benefits
Usage
Analysis
- Diverse customer groups
- New market segments
- Various Applications
- Strong competition
(in some segments)
Line extensions
- Student
- Library
- No drinks allowed
- Uses Red Bull Energy Chew
- Succeeds
Website
Advertising
Intense use in first three months
Red Bull Energy Chew Promo Team
Red Bull Energy Chew Party
PR / Sponsorship
E-Commerce Component
TV ads (33)
1500 offline spots
Online spots (blogs (3), social media (6), apps (1), pop-ups (50).
Magazine (10)
Sampling spots (160)
The Objective
The Target Audience
The Message Theme
The Support
Leveraging Red Bull's existing advertising style
The Constraints
CHEW
Red Bull Energy Chew
Gives you wings.
Any Time. Any Where.
Bonus
Red Bull Energy Chew
Integration
Internet Marketing
Evaluation of the Integrated Marketing Program
CHEW
chewing gum
Chew
Red Bull Energy Chew
- Energy
- Good Taste
- Convenience
Category Extension into the confectionary (gum) market
Gain 9% market share
Red Bull gives you wings. Any Time. Any Where.
Increasing overall revenue and profits
- Taurine is an amino acid, naturally occurring in the human body and contained in the daily diet that has several physiological functions in the human body, inter alia is acting as a detoxifying agent and has various neurological functions.
- Caffeine is known for its stimulating effects on mental and physical functions such as endurance, performance, reaction speed, alertness and concentration.
- When on the road
- During lectures and study sessions
- At work
- While doing sports
- While playing video games
- While going out day and night
Share Your Thoughts!
FAQ
- Why does Red Bull Energy Chew taste so good?
- Where can I buy Red Bull Energy Chew?
- How is it possible that Red Bull Energy Chew helds my performance?
- Does Red Bull Energy Chew have different tastes?
Customer Service Component
Customer Service + Personal Security
PR Component
Taurine
Caffeine
CSR
Small Size
Ingredients
- The Kid
- The Party Animal
- The Performer
Red Bull Energy Chew
- Intense
- Immediate
- Vitalizing
Energy
Good Taste
Convenience
Any Time.
Any Where.
Message:
'The Kid'
Red Bull Energy Chew -
Bite Me!
Why?
- Seeks image
- Identifies strongly with brand
- Profiles him / herself
- 'Kick'
- Improved performance
Where?
- Local retailer
- Gas station
When?
- School
- Break
- Leisure activities
Why?
- Improved performance
- Coolness
- Energy
Where?
- Nightclubs
- Bars
- Local retailer
- Gas station
When?
Red Bull Energy Chew -
All Night Long!
'The Partyanimal'
Red Bull Cartoon Character
goes clubbing
Pleasure; Comfortable Life
Performance; Vigilance; Reaction Speed
Pleasure; Happiness; Social Acceptance
'The Performer'
Red Bull Energy Chew -
Gives you wings!
(whispering voice)
Red Bull Cartoon Character
takes an exam
Why?
- Energy boost
- Improved performance
- Mobility
- Discretion
Where?
- University
- Local retailer
- Gas station
When?
- University
- Exams
- Library (no drinks allowed)
- Challenging situations (e.g. drivers licence)
- Leisure activities
Marketing Innovation
Marketing Costs
Humor
Market Facts
- Market value gum category: €168.000.000 (2012 est.)
- Growth rate will be around 3%
- The gum market consumes 10.7 million kg in 2014
- Sugar free gums = 46% of the market
- Functional chewing gum = 28% of the market
Link to Commercial
- Three months big campaign.
- Ratio of advertising to market share
Payout Planning Method
Source: http://www.fastmr.com/prod/125247_gum_in_the_netherlands_to_2014_confectionery.aspx
Conative-oriented ads
Objective to Increase Brand Equity & Awareness
Red Bull Energy Chew
Gives you wings.
Any Time. Any Where.
Extending the message: Convenience
Objective to reach target audience
Begin small returns on marketing expenditure
Maintain target growth and market share
Effective Marketing Expenditures
Red Bull Application
Ratio Advertising to Market Share 2:1
Aim to get 9% Market Share
Advertising expenditure: 2.700.000 (18%) per year
RB Chewing Gum Market Value: 15.000.000
Competitive Market
- Red Bull-connection
- Regular innovation
- Prevent decay: Pulsating schedule
Advertising Ratio 2:1
- Clutter (low recall)
- Channel surfing
- High cost per ad
- High Reach
- High Intrusion Rate
- Ability to show associations
Huge Market Value
Reach Target Audience in 4 weeks: 5.000.000
Opportunities to see in 4 weeks
- Clutter
- Short life span
- Low intrusion value
- Hard to retain interest
Increased Exposure
- Creativity possible
- Simple segmentation
- Easier to measure response
- High audience interest on Website
GENERAL BUDGETING EXPENDITURES
Media Selection
Aim to entice people to consider Red Bull's products
Red Bull
Product Info
MEDIA ADVERTISING: 55%
TRADE PROMOTIONS: 35%
CONSUMER PROMOTIONS: 10%
Affective-oriented ads
Consistent use of Humor
Performance-oriented
- Market Segmentation
- Quick Product Awareness
Chewing Gum (confectionary) Market is highly competitive
- Short exposure time
- Brief Messages
- Clutter & no segmentation
- Low cost per impression
- Broad reach
- High frequency at hubs
Red Bull Energy Chew
- Declining Readership
- High level of clutter
- High cost
- Little flexibility
- High Market Segmentation
- High Color Quality
- Long life
Retail Price
50 gr. for €2,50
100 gr. for €4,-
- Energy (Red-Bull family)
- Good Taste
- Convenience
Promotion
Why
Retail Businesses, Trade Fairs, Media
The Kid, The Party Animal, The Performer
Stakeholders:
Internal Stakeholders, Shareholders
Trade promotion
Consumer promotion
Universities
+
Bundle
Retail promotions
Bars
Nightclubs
Petrol Stations
Sweets machines
Red Bull Events
Library
Trade fairs
Schools
Youngest sailor to circumnavigate globe single-handed
Billboard / magazine
Internet
Television
Red Bull Energy Chew in the Digital Age
Magazines
Billboards
chewing gum
Targeted Online Advertising
Online Advertising
@theworld Optimalize your performance! #RedBull Energy Chew gives you wings. Anytime. Anywhere.
CHEW
chewing gum
Chew
Chew
Guerilla Marketing
Chew
Red Bull Energy Chew improves your performance, has the Red Bull taste and is convenient to take with you.
Social Media
Chew
- Taurine is an amino acid, naturally occurring in the human body and contained in the daily diet that has several physiological functions in the human body, inter alia is acting as a detoxifying agent and has various neurological functions.
- Caffeine is known for its stimulating effects on mental and physical functions such as endurance, performance, reaction speed, alertness and concentration.
- When on the road
- During lectures and study sessions
- At work
- While doing sports
- While playing video games
- While going out day and night
Share Your Thoughts!
- Why does Red Bull Energy Chew taste so good?
- Where can I buy Red Bull Energy Chew?
- How is it possible that Red Bull Energy Chew helds my performance?
- Does Red Bull Energy Chew have different tastes?
FAQ
CHEW
'The Partyanimal'
'The Performer'
'The Kid'
Performance; Vigilance; Reaction Speed
Energy
Taurine
Caffeine
Ingredients
Good Taste
Pleasure; Happiness; Social Acceptance
Small Size
Convenience
Pleasure; Comfortable Life
Means-End Chain
Original
Lime
Cranberry
Blueberry
Sugarfree
Category extensions
Points of Difference
Points of Parity
Red Bull Energy Chew
Format
Look
Effect
Convenience
Red Bull Brand
Red Bull Energy Chew
- Gives you Wings. Anytime. Anywhere.
Taste & Quality
RED BULL ENERGY CHEW
Foundation
Consumer Market Analysis
Brand Elements
Criticism & Opportunities
Memorability
Likability
- Performance
- Concentration and Reaction Speed
- Vigilance
- Metabolism
- Gives energy and improves overall well-being
- Target market
- Brand
- Taste
- Image
Understanding why a customer or buyer makes a purchase
Young Male Audience
Cheeky, Witty, Funny
A Branded House
Same Identity
Responding to the customer’s needs and wants
- Gives you Wings and Vitalizes Body and Mind
Launch Energy Drink Gum
- Recognizability
- Consistency
=3,53€
Consumers of Red Bull behaviour
Red Bull
can stand out!
Brand Judgments
- Credibility
- Quality
- Reliability
- Trust
- Visibility
Brand Feelings
- Fun
- Excitement
- Social Approval
Secondary Brand Knowledge
Existing consumers
Added consumers
15-60 (mostly male)
13-30 (more females)
Witty, sporty, energetic
Equal
Ingredient Branding
Young to old
Very young to adulthood
Spokesperson
Performance & taste
Marketing Strategy:
- Extreme
- Flashy
- 'Most Efficient on the Planet'
Performance, effect
Events
Special occasions,
extreme situations,
nightlife, high workload
Excluded Customers:
- Adults (21-50)
- Females
- Outside of Exposure
- Taste
Everyday, high
performance situations,
nightlife, high workload
Target audience:
Who are the new customers?
'The Kid'
'The Partyanimal'
'The Performer'
It's cool-
and so am I!
I conquer
the night
It enhances
my brain