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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

Appeal

Humorous

Witty

Original

Story

  • Student
  • Library
  • No drinks allowed
  • Uses Red Bull Energy Chew
  • Succeeds

Executional Framework

Cartoon / Slice of Life

Website

Advertising

Intense use in first three months

Red Bull Energy Chew Promo Team

Events

Red Bull Energy Chew Party

Female Sponsoring

PR / Sponsorship

E-Commerce Component

Knowledge

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

Red Bull Energy Chew

Red Bull Energy Drink

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.

Strengthening the brand

  • 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

  • Portability
  • Mobility
  • Size
  • Intense
  • Immediate
  • Vitalizing
  • Well known
  • Subtle

Energy

Good Taste

Convenience

Any Time.

Any Where.

Message:

'The Kid'

Red Bull Energy Chew -

Bite Me!

Karate - Bruce Lee

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?

  • Weekends
  • Night
  • Party

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

Awareness

Actual Purchase

  • 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

E.g. sampling

  • Energy
  • Good Taste

Objective to Increase Brand Equity & Awareness

Building on Red Bull

Red Bull Energy Chew

Gives you wings.

Any Time. Any Where.

Road to Brand Loyalty

Extending the message: Convenience

Objective to reach target audience

Begin small returns on marketing expenditure

Maintain target growth and market share

Effective Marketing Expenditures

Diminishing Returns

Hierarchy of Effects

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

Threshold Effects

  • 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

Conviction

  • Creativity possible
  • Simple segmentation
  • Easier to measure response
  • High audience interest on Website

Liking

GENERAL BUDGETING EXPENDITURES

Media Selection

Preference

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
  • Expensive

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,-

Unique Selling Point:

  • 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

Free Samples

Universities

+

Bundle

Retail promotions

Bars

Nightclubs

Petrol Stations

Sweets machines

Red Bull Events

Library

Trade fairs

Schools

Laura Dekker

Elissa Steamer

Youngest sailor to circumnavigate globe single-handed

Mariana Pajon

Billboard / magazine

Internet

Television

Red Bull Energy Chew in the Digital Age

Red Bull Energy Chew

Magazines

Billboards

chewing gum

Targeted Online Advertising

Online Advertising

Red Bull Energy Chew

Red Bull Energy Drink

@theworld Optimalize your performance! #RedBull Energy Chew gives you wings. Anytime. Anywhere.

CHEW

chewing gum

Chew

Energy 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:

  • (Very) young
  • Male
  • Daring

Who are the new customers?

'The Kid'

'The Partyanimal'

Why?

Where?

When?

'The Performer'

Why?

Where?

When?

It's cool-

and so am I!

Why?

Where?

When?

I conquer

the night

It enhances

my brain

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