Transcript
RED BULLMARKET STRATEGYCLINTON JAMES, LEILA JETT, JAMON JOHNSON, AND TORI PATTISON
Review of the Problem and Methodology• Negative connotation related to
"Red Bull gives you wings"• Accidents and lawsuits• $13 million dollars against current slogan
• Health concerns• $85 million dollar suit for heart attack
• 100 surveys• 50 in-person• 50 using Survey Monkey
Current and Proposed Messaging
Current Messaging
• “Take Charge” was the most popular slogan• “Take Charge” was described as powerful,
edgy, and exciting• People who are older than 35 are less
likely to drink Red Bull• 64% of those surveyed said the slogan
would influence their purchase decision• Nearly 80% of women interviewed did
not drink Red Bull.
Survey Results
Preferred Slogan
WingsChargeHorns
Time of Day
MorningMiddayNight
Age Range
Under 3535 & older
Gender
MaleFemale
Recommendations• Messaging should be concentrated on
morning and midday energy boosts• Gear more messaging towards women • Convert morning coffee drinkers to Red Bull
consumers• Change the slogan and messaging to "Take
Charge"
top related