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Red Bull

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Dinorah Woods

on 3 December 2012

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Transcript of Red Bull

SWOT Analysis Leader energy drink market
Sponsor extreme sporting events
Many endorsements including the New York Red Bulls (MLS) and Anthony Napolitan (BMX Biker) Strengths Expensive
Lacks innovation
Recipe not patented Weaknesses Expand product line
Create a product geared toward older population
Advertise more on social networks Opportunities Increased health concerns
Amount of caffeine
Lack of marketing gives competitors opportunity Threats Marketing Plan Target Markets Segmentation Basis Market Mix Product Red Bull as a company is in the growth stage of the product life cycle
Each of its products is in a different stage of the cycle Product Life Cycle Red Bull uses symbolic positioning
The slogan “Red Bull gives you wings” separates Red Bull from its competitors because it associates the product with a boost of energy. Positioning Perceptual Map Price Distribution Market Channel Channel Structure Channel Diagram Promotion Personal Selling Sales Promotion Promotion Public Relations Introduction Conclusion Red Bull Marketing Plan Dinorah Woods, Alicia Burnett, Christina Rodriguez & Dustin Ryan Created in 1984 by Dietrich Mateschitz
Hit Austrian markets 1987
Slovenia and Hungary by 1992
Germany by 1994
Entered United States through California in 1997
Currently sold in 164 countries world wide History Product Description The original product of Red Bull
Carbonated functional beverage that vitalizes body and mind
B-group vitamins
sucrose and glucose
spring water Red Bull Energy Drink Just as in the original energy drink vitalizes body and mind
Created to attract customers who are trying to avoid consuming large amounts of sugar or have diabetes
All ingredients the same as in energy drink minus the sugar Red Bull Sugar Free No carbs
No calories
No sugar
Still a functional beverage that vitalizes body and mind Red Bull Total Zero Concentrated version of energy drink
No carbonation
Only 60 ml and 27 calories
Contains the same functional ingredients as original energy drink
Also comes in sugar free form Red Bull Energy Shot Ingredients Only Red Bull product that is not an energy drink
Offers consumers a pure cola made from all natural ingredients and no chemicals Red Bull Cola The newest Red Bull product
combines the functionality of energy drink with 3 specific flavors
Blueberrys Red Bull Editions Since 1987 there have been about 30 billion can of Red Bull consumed.
In 2010 Red Bull sold 4.103 billion cans
In 2011 Red Bull sold 4.631 billion cans Sales & Profit History Profit History Competitors Field mint
Vanilla pods
Mustard seed Cola nut
Coca leaf extract
Pine Started with simple humorous cartoon commercials on television
Moved into sponsoring extreme sports, athletes, teams, four world series, music and entertainment (art, music, dance, movies, television, pop culture, video games) Industry Overview Label and Packaging Bring two existing marketing strategies together (concerts & college)
Music tours moving around campuses in the Unites States
Bringing the product and entertainment directly to one of our target markets Recommendation Recommendation SWOT Closer to target market
Supports what Red Bull wants to bring to their consumers
Brings personal experience to consumers Strengths Only focusing on one target market
Cost of artists/traveling Weaknesses Contests for your campus to be a stop on the tour
Different genres/styles of music Opportunities Existing tours
Campus approval
Large enough location Threats Coca-cola
Full Throttle
Nos Energy
Amp Energy Drink
5-Hour energy 15 - 45 years old
extreme sport athletes
people looking to stay up all night
club scene Demographics
Red Bull is forced to be a larger company because of their competitors
Red Bull is an international business
sold in 164 countries
Personal characteristics
strong bold with customers through sponsorships to spark interest in new coming buyers Dynamic Pricing Strategy
Most products priced by ounce
On average $0.32 per ounce in U.S
Buying in bulk is cheaper
Each Product has different price Many parties involved
Retailers, whole sales, distributors, agents, dealers
Red Bull also uses internet to sell product directly
Distribution through social; media websites Base on multichannel design Above the line promotion
using television, press, radio, & internet
celebrity endorsement
Extreme sporting events Red Bull Girls
hand out red bulls from red bull cars
Red Bull is given to DJs in clubs and local hot spots as advertisement
Red Bull team Sweepstakes Contests
The Red Bull Art of Can was created as an eco-friendly competition that sparked interest and publicity and also generates long term sales Red Bull Stratos Red Bull’s company markets toward the extreme sport category the most, Red Bull is seen almost everywhere.
This marketing plan will bring the company onto a more personal level with the customers and would spice up Red Bull’s marketing strategy to keep in contact with their main consumers.
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