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Red Bull mini case presentation

Jan 21, 2017

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Marketing

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Page 1: Red Bull mini case presentation
Page 2: Red Bull mini case presentation

Founded by Dietrich Mateschitz in Austria in 1987Red bull was the birth of completely new product category –The ENERGY DRINK!

Page 3: Red Bull mini case presentation

The LOGO

TWO CHARGING BULLS REPRESENTING POWER, RED SIGNIFIES PERSEVERANCE AND SUN SYMBOLISES

ENERGY

Page 4: Red Bull mini case presentation

Ingredients

Caffeine Sucrose and

Glucose Taurine B-group

vitamins Alpine spring

water

Fans call it LIQUID COCAIN & SPEED IN A CAN

Page 5: Red Bull mini case presentation

YES…Redbull

Improves Vigilance

Stimulates metabolism

Improves emotional status

Increases physicalendurance

Increases concentration andReaction speed

Page 6: Red Bull mini case presentation

NO…Redbull

Not good for pregnant womanHigh caffeine=miscarraige

Not good for health if consumed while goingto bed

Dangerous for people with high bloodPressure or anxiety disorders

Page 7: Red Bull mini case presentation

Market approval

and legal status

Page 8: Red Bull mini case presentation

Objective

To be seen as unique and rebellious product.

To build its brand image of authenticity, and originality.

Page 9: Red Bull mini case presentation

Connect with the global youth!!

Page 10: Red Bull mini case presentation

The SLOGAN!

Page 11: Red Bull mini case presentation

Early marketing strategies

Seeding program

Sponsorships

Sampling program

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Advertising

Red Bull aligns with a wide variety of extreme sports, athletes, teams, events and artists in music, dance and film.

Page 13: Red Bull mini case presentation

An art fellowship program held in multiple cities all over the world.

Page 14: Red Bull mini case presentation

Fly home-made, size- and weight-limited, human-powered flying machines.

Page 15: Red Bull mini case presentation

Series of air races to navigate a challenging obstacle course in the fastest time over water , airfields or natural wonders.

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And now, Red Bull sells 60 billion cans each year in over 165 countries all over the world.

Page 17: Red Bull mini case presentation

To Ponder Strengths• Sponsorship-Red Bull sponsors various

concerts, adventure sports• Brand Positioning-Red Bull vitalises Body

and Mind- confident and energy giving drink• Celebrity endorsement- Sports athletes and

various entertainment celebrities

Risks • Competition- Energy drinks of other companies

with reduced price may decrease its market share

• Health concerns- tougher rules from government on high caffeine content

• Failure in the new product/service or market category

• Negative impact from extreme sports

What are Red Bull’s greatest strengths and risks as more companies (like coco cola, pepsi, and Monster) enter the energy drink category and gain market

share ??

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To Ponder• Red bull should not do more traditional

advertising. • Sticking to newer forms of advertising like

online, and social media works better for Red bull.

• Their target demographic is young adults, mostly college age people who are more likely to be heavier users of technology and thus more likely to see these ads.

• Red Bull’s sponsored events are extreme and expensive , but they also bring brand awareness targeting the Generation Y. Therefore, it should continue this way of non-traditional advertising

Should Red Bull do more traditional

advertising ? Why or

why not??

Page 19: Red Bull mini case presentation

To Ponder• Red bulls sponsorships such as Stratos are

quite effective. Red bull strategically used Stratos as a means of having their catchphrase “Red bull gives you wings” resonate more.

• By sponsoring daring high energy events it gets the point across to consumers that Red bull energy drinks can also invoke such high energy and power to the consumer.

• Red bull should draw the line if the costs of the sponsorship are too high and they do not foresee themselves being able to make up the costs in the near future and it shall also draw a line when the current marketing strategies become ineffective

Discuss the effectiveness of Red Bull’s sponsorships , for example , Bull Stratos. Is this a good use of Red Bull’s

marketing budget? Where should the company draw the

line??

Page 21: Red Bull mini case presentation

DisclaimerCreated by SUHANI CHANDRA, IIITD&M Kancheepuram during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (see www.IIMInternship.com)