Transcript
Severn Bailey - Daniel Berzen - Marlee Baxter - Michelle Alexander - Kevin Bennie By:
IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion
Introduction
• First energy Drink to market 1987
• Differentiation through marketing, packaging, and distribution
• Allowed for birth of energy drink market
• Increasing revenues on a yearly basis
IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion
Product Line
• First energy Drink to market 1987
IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion
Target Market
• Target market info here
IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion
Segmenting the Market
• Segmenting the market info here
Advertisements - Different Demographic
Series of cartoon advertisements directed towards different audiences, still promoting “Red Bull Gives You Wings”
Video Goes here
IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion
Advertising
• Guerilla entrance into market in early years
• Television advertising, "Red Bull gives you wings“
• Team purchasing and athlete sponsoring
• Extreme sport sponsoring
• Unique and identifiable packaging
IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion
Competitors
• Competitor info here
IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion
Celebrity Endorsements
• Red Bull sponsors hundreds of athletes and teamsof extreme sports
• largest part of red bulls marketing budget
• Large reach through branding
• Fans create attachments and bonds
• Consumers associate their best performance with the product
• Strengthens Brand affiliation with Athletic Performance
Celebrity Endorsement- Sean White
Pro Snowboarderand skateboarder2x Olympic gold medalist, private half pipe by Red Bull
Video Goes here
IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion
Product Placement
• Key for success of Red Bull
• Different approach towards distribution incentives
• large store displays
IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion
Consumer Imagery and Brand Equity
• Consumer imagery and brand equity here
IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion
Word of Mouth
• Formal communication sources ( parties, streets, DJ’s)
• Informal communication sources: viral marketing (University Students)
• Negative Word of Mouth: rumors, deaths of teenagers
• Expanded into 50 countries, doubled profits, strengthened brand loyalty
• 17 million Facebook likes vs. Monster (biggest competitor) 9million
• RedBull.ca looks like a extreme sports website more then a company site
Word of Mouth - Travis Pastrana
Red Bull sponsoredparachute-less skydiveby countless world record holder Travis Pastrana
Video Goes here
IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion
top related