Red Bull powerpoint

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"