About Redbull

8/19/2019 About Redbull

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Analysis of Marketing

Strategy of Redbull in

India

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STUDENT’S CERTIFICATE

Certified that report is prepared based on the term paper undertaken by me in “ana ysis of marketin! strate!y of redbu in indiaunder theab e !uidan"e of Dr..Sunit Balani in partia fu fi ment of there#uirement for a$ard of de!ree of %&Com '() from AmityUni*ersity+ Uttar ,radesh&

Date - ./0/1021/3

Harsh Kumar Lalwani Dr..Sunita Balani , rof&4&,&Sahi

(Student Name ) (Faculty Guide Name) (Director ABS)

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FACU5T6 CERTIFICATE

For$arded here $ith a term paper report on “!enera marketin!strate!y of red bu 7 submitted byHarsh Kumar Lalwani Enro ment No&A81139/.166 + student of %&Com '()

III Semester '21/.021/9)&

This pro:e"t $ork is partia fu fi ment of the re#uirement for thede!ree of %&Com '() from Amity Uni*ersity 5u"kno$ Campus+ Uttar ,radesh&

Dr. Sunita Balani

Amity Uni*ersity+

A%S

5u"kno$ Campus

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KNOWLEDGEMENT

I $ish to e;press my sin"ere !ratitude to ,rof&4&,&SA(I+ Dire"torA%S+ Amity Uni*ersity Uttar ,radesh+ 5u"kno$ for pro*idin! me anopportunity to do my pro:e"t on“


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able of !ontent". !ha#ter " Introdu$tion

About Red Bull !om#any %rofile S&' Analysis Strength

&eakness '##ortunity hreats !urrent Situation %rodu$ts Market Share (inan$ial %ostion !urrent Strategy %ubli$ity Stunts So$ial media &ord of mouth Sam#ling %oint of %ur$hase )*ents and A$+uisition

Strategy !hallenges ,ital $hallenges (o$used %ri$ing Kee#ing u# an edgy brand image Stret$hing I the soft drink Industry

-. !ha#ter - resear$h methodology. !ha#ter result re$ommendation and ds$ussion

/. !on$lusion0. Bibliogra#hy

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!ha#ter 1"1

About RedbullRed %u is a "affeinated be*era!e so d by Austrian or!ani=ation Red %u >mbh+ made in/?@8& Re!ardin! pie"e of the o*era industry+ Red %u is the most astoundin! offerin!"affeinated drink on the p anet+ $ith &.@8 bi ion :ars so d in 21/.&

Austrian business person Dietri"h mbh in Austria& In Thai+ daen! means red+ andkratin! is the ruddy tan mus" e0bound o;0 ike "a ed a >aur + a "reature some$hat bi!!erthan the buffa o& Red %u is so d in a ta and thin b ue0si *er "an in Thai and and in a fe$ parts of Asia it is so d in a more e;tensi*e !o d "an $ith the name of Bratin! Daen! or Red%u C assi"& The t$o are di*erse items+ "reated independent y& The Red %u or!ani=ationmotto is Red %u pro*ides for you $in!s and the item is sho$"ased throu!h pub i"i=in!+o""asions 'Red %u Air Ra"e+ Red %u Crashed I"e)+ !ames !roup proprietorships 'R%5eip=i!+ FC Red %u Sa =bur!+ Red %u %rasi + Ne$ 6ork Red %u s+ Red %u Ra"in!+S"uderia Toro Rosso)+ superstar supports+ and musi"+ throu!h its re"ord mark Red %uRe"ords&

Red %u has been reprimanded for its promotin! $ith "ompe in! !ames pi"tures+ in" udin!those of no ess than si; kno$n fata ities& ? Red %u $as s"rutini=ed for $e bein! dan!ers pre*ious y then a!ain+ the European Food Safety Authority 'EFSA) inferred that the e*e s of taurine and ! u"urono a"tone uti i=ed as a part of Red %u and other famous "affeinated be*era!es are prote"ted&

!om#any %rofile


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Red %u is fo"usin! on the "enter markets of Hestern Europe and the USA and de*e opmentad*ertises in the Far East+ $hi e ike$ise "on"entratin! on the "ontinuous o*era take off ofthe Red %u Editions& Disre!ardin! the sti #uestionab e monetary and $or d$ide finan"iaatmosphere+ our arran!ements for de*e opment and interest in 21/3 stay e;treme y

a!!ressi*e+ ima!ine a pro"eeded $ith up$ard pattern+ and - as dependab y at Red %u - $i be finan"ed from the a!ent money stream& An a!!re!ate of &.@8 bi ion :ars of Red %u$ere so d $or d$ide in 21/.+ speakin! to an in"rement of .&/ a!ainst an effe"ti*e ye;treme y fruitfu 21/2& Jr!ani=ation turno*er surpassed the fi*e bi ion euro marksurprisin! y+ e;pandin! from EUR 3&?.1 bi ion to EUR &131 bi ion& Re!ardin! dea s+in"omes+ !ainfu ness and $orkin! benefit+ the fi!ures $ere up by and by and speak to the best in the or!ani=ationGs history in this $ay& Su"h positi*e fi!ures "an be "redited toremarkab e dea s in the Red %u ad*ertises in India 'K )+ Lapan 'K.2 )+ Turkey 'K/@ )+S"andina*ia 'K/9 )+ Russia 'K/. ) and %ra=i 'K/2 )+ profi"ient e;pense administrationand "ontinuous brand *ent

S&' Analysis

Strengths

• Mstron! authority +the or!ani=ation has kept up a so id $or d$ide pi"ture o*erthe $or d& Red %u is thou!ht to be proportiona to "affeinated be*era!es innumerous nations&

• the or!ani=ationGs ad*ertisin! methodo o!y has been effe"ti*e y e;e"utedthrou!h imited time e;er"ises ike !ames sponsorship $hi"h brin! a on! aso id persona ity of the brand and thus makes a " ient re iabi ity for the brand

• red %u has a so id !eo!raphi" *i"inity $hi"h prompts positi*e on! haude*e opment for the or!ani=ation $hi e a ternate marets "an rea"h to ade*e opment sta!e&

• stron! markets impart as the or!ani=ation has fi!ured out ho$ to $in itse f as afor"e be*era!e market&

• the or!ani=ation union $ith Cadbury S"h$eppes has ser*ed to stret"h the business appropriation by arri*in! at to portions ike sustenan"e "ourt + "andyma"hines+ do"torGs fa"i ities and other *oya!in! offi"es !uaranteein! ane;panded " ient base&

• stron! brand *a ue&• the tar!et business se"tor of Red %u tai s them aim ess y&• ad*ertisin! "rusades of Red %u are dis"o*ered to be e;"eptiona y en!a!in!

for "onsumers

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&eakness• The or!ani=ation needs in de i*erin! "reati*e items as they depend prin"ipa y on one

sin! e item i&e& Red %u not at a ike its ri*a s $ho ha*e a !i!anti" produ"t offerin!in the business se"tor&

•


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• Intense ri*a ry in the business se"tor& Contenders ike


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Red %u has e;tended their produ"t offerin! from the first Red %u Ener!y Drink to Red%u Su!arfree+ Tota ero+ Ener!y Shot+ and most as of ate+ Red %u Editions& Red %uEditions is

their ine of soi !ro$n foods enhan"ed be*era!es $hi"h in"orporate "ranberry+ ime+ and b ueberry& Red %u items keep on !ainnin! pre*a en"e $ith an in"rement in item offers of/2&@ in 21/2+ ensuin! in &229 bi ion :ars so d around the $or d 'Red %u + 21/.)& The kefi;in!s in Red %u are stimu ant+ %0>roup *itamins+ su"rose+ ! u"ose+ taurine+ and A pinesprin! $ater& Hith add0ins ike taurine and perk and the e;pansion of "affeinated be*era!euti i=ation+ Red %u and the $ho e "affeinated be*era!e industry ha*e !one underin*esti!ation be"ause of $e bein! "on"erns& Therefore+ ne$ re!u ations on the offer of"affeinated be*era!es are a pro!ressin! sympathy to$ard or!ani=ations ike Red %u & Red%u Gs produ"t offerin! has additiona y en ar!ed to in"orporate sto"k that is embe ished $iththe or!ani=ation name+ for e;amp e+ hoodies+ "aps and shirts+ be"ause of their "ontribution in

supportin! "ompetitors and o""asions&

Market share

%y makin! an item that had ne*er been seen pre*ious y+ Red %u has made their namesynonymous $ith the statement "affeinated be*era!e& Hith Red %u items so d in /9

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nations+ the or!ani=ation ho ds an e;pe"ted $or d$ide pie"e of the pie of 3. startin! 21/2'


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present resour"es and P221& mi ion in present iabi ities+ this resu ts in a note$orthy "urrent proportion of &22& Tab e / beneath !oes into further detai on the money re ated e;e"ution ofthe or!ani=ation sin"e 2118&

3SD ./ de$-4""" De$

-4"4" De$

-445" de$

-446" de$

-447

otal assets -48460/ "47506 "68-"80 "76780" "/56"7

Shareholder)+uity

"848"-- "-/ 800 "" 8 60 "4/4870 "480444

'#eratingRe*enue

48/"85 -67/48 -7-548 -778-60 -60/44/

!ash 9 $ash)+ui*alent

6 054 "-5 "4-6" 8 0

:et in$ome /4- 54 -56757 "77 86 "6"57" /0-7

Red bull finan$ial Summary

!urrent strategies

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The hi!h sa es *o ume of Red %u is ar!e y dependent on their e;tensi*e and $ere"o!ni=ed marketin! strate!ies& The brand "ontinues to be su""essfu by pushin! boundariesand imp ementin! "ampai!ns that are uni#ue and impa"tfu &

". %ubli$ity stuntsIn spite of the fa"t that attention tri"ks are nothin! but the same o d thin! ne$ in the businessse"tor+ the furthest point of Red %u stunts ha*e earned *ira "onsideration and unpara e edreputation& The Red %u Stratos o""asion in J"tober 21/2 $as an a!!ressi*e tri"k thatsubsidi=ed Fe i; %aum!artnerGs re"ord0settin! boun"e from the stratosphere&

As the ba"ker+ it $as a demonstration of Red %u Gs rest ess brand throu!h re ationship $ith!reat o""asions and their ea!erness to !o out on a imb& This tri"k "reated a media storm+ $ithin e;"ess of 8&. mi ion i*e *ie$ers on 6outube+ and a ar!e portion of the o*era T$itter

patterns bein! :oined $ith the o""asion '


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He a rea i=e that Fa"ebook promotin! isnGt pretty mu"h pi in! on heaps of Gpreferen"esG+ho$e*er .9m fans is sti an e;"eptiona y !reat number& This is the #uantity of preferen"es"o e"ted by its primary re"ord+ ho$e*er Red %u additiona y has *arious "ommittedFa"ebook pa!es for its different a"ti*ities in" udin! the Stratos b o$ up boun"e '@ 1+111

fans)+ Q0Fi!hters '?31+111) and its


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.&&'RD '( M'3 H


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Red %u %i! Ha*e - Cape To$n+ SARai s idin! - ueensto$n+ Ne$ ea and


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• Abt Sports ine for the TT DT<

•

Audi Sport for the A3 DT


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Endorsements

In 211?+ Red %u added mainstream sport ath etes to itsroster of sports endorsements&

• Re!!ie %ush US NF5 ath ete announ"ed atthe 211? Super %o$&

• Dani ,edrosa+


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Strategy !hallenges

,ital !hallenges

Beepin! up ro$in! Competiti*e


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estimatin!+ it may ha*e anta!onisti" "onse#uen"es for its tense brand pi"ture& This is be"ause of the $ay that Red %u may !et to be seen as bein! un"oo and re!u ar spot&5u"ki y+ Red %u Gs be"omin! *i"inity in the dan"e " ub s"ene may he p Red %u stayimportant as a rest ess brand amon! its "enter !atherin! of peop e&

Stret$hing in the Soft Drink Industry

The soda pop industry in"orporates the "affeinated be*era!esfra!ment and is ead by Co"a0Co a and ,epsi"o& ,ositioned se*enth re!ardin! $or desteem+ and unranked in *o ume dea s+ it is improbab e that Red %u $i ha*e the"apa"ity to break into the main fi*e of soda or!ani=ations un ess it !ro$s its portfo io & Not$ithstandin! stret"hin! the measure of items it brin!s to the tab e+ it is *ita thatRed %u su""essfu y dea s $ith its ad*ertisin! amon! its items& The ate horrifyin!e;e"ution of Red %u Gs ne$ item Red %u Co a rather than its present prin"ip e item+unders"ores the need to *iab y a ot assets& HhatGs more+ Red %u Gs *ery :a==ed be*era!es may put its item at dan!er of re!u ation and hinder its $or d$idede*e opment&

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!ha#ter1-1

Resear$h methodology

'b@e$ti*e

o study the marketing strategy of red bull in India heir ad*ertising

Reason behind their su$$ess o analysis market o##ortunities and drawba$k

Sam#ling>1

Se$ondary data has been $olle$ted from>

Book

ournals

:ews#a#er

Internet

(a*in! a $e 0defined purpose - a " ear understandin! of $hy you are "o e"tin! the data andof $hat kind of data you $ant to "o e"t+ ana y=e+ and better understand - $i he p youremain fo"used and pre*ent you from be"omin! o*er$he med $ith the *o ume of data&

Data analysis

An Austrian ener!y be*era!e "ompany+ Red %u + is "ha en!in! both "ompanies $or d$ide+in" udin! their o$n home turf& 5ast year+ for instan"e+ Red %u so d a tota of 3&9./ bi ion"ans $or d$ide+ an //&3 in"rease o*er 21/1& Company turno*er in"reased by /2&3from EUR .&8@ bi ion to EUR 3&2 . bi ionWfar better than the o$ sin! e di!it !ro$the;perien"ed by the t$o !iants&

The main dri*er for Red %u ’s !ro$th+ $hi"h "omes from a sin! e produ"t rather than a portfo io of produ"ts+ is an a!!ressi*e e;pansion in mature market ike the USA 'K// )+

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http://www.redbull.com/cs/Satellite/en_INT/Company-figures/001242939605518?pcs_c=PCS_Article&pcs_cid=1242937556133http://www.redbull.com/cs/Satellite/en_INT/Company-figures/001242939605518?pcs_c=PCS_Article&pcs_cid=1242937556133http://www.redbull.com/cs/Satellite/en_INT/Company-figures/001242939605518?pcs_c=PCS_Article&pcs_cid=1242937556133


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>ermany 'K/1 )+ Lapan 'K92 )+ Fran"e 'K. )+ and S"andina*ia 'K.3 )+ and in emer!in!markets ike Turkey 'K @9 )&

Red Bull s se$ret 0

The


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!on$lusion&

Red %u Gs ad*ertisin! is about te in! a story& ItGs about indi*idua a""omp ishment+ abo

pushin! the en*e ope and !oin! more remote than you suspe"ted you "ou d& These be iefsaddress the heart of !reat !ames and these e;"eptiona and bra*e p ayers&

6et $hat makes this ad*ertisin! so "on*in"in! is that Red %u is te in! a story $here the" ient is the saint& The substan"e is situated so that the " ient sees these "ompetitors performin! these astoundin! e;er"ises yet fee s moti*ated to dri*e themse *es to !o moredistant&The substan"e mo*es you to a""omp ish more and to perform more than you suspe"tedyou "ou d&

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!ha#ter1 1

R)S3L CDIS!3SSI': A:D R)!'MM):DA I':

!/ent and s-orts s-onsorshi- ha/e *een ey elements o2 ed Bull3s mar etin"strate"y 2or many years. 4ndeed5 the *rand has achie/ed a remar a*le "lo*alsuccess due5 in -art5 to the rein/estment o2 $ to 7$8 o2 its sales *ac

to mar etin" and -romotional acti/ities.

ed Bull3s strate"y has historically *een di/ided into three inds o2 a--roaches thatare sli"htely connected *etween them9

• Buzz marketing

• T ad!ertising"

• #ponsorship

Bu mar etin"5 includes handin" out 2ree sam-les at cam-uses and e/ents whereyoun" -eo-le "enerally "ather. As seen in the $ings Team article 5 this a--roach iso2ten used as a way o2 initially raisin" consumer awareness.

4n recent years5 ed Bull3s 1: commercials -romoted5 in a 2unny way5 the 2act thated Bull allows anyone to do sur-risin" thin"s5 that no one e;-ected.


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+ore recentlty5 the *rand has 2ocused its 1: commercial strate"y to -ro/ide theima"e o2 an e;treme s-orts drin 5 associated to the idea that anythin" is -ossi*le .

Sponsorship represents the ma:or part of Red %u ’s "ommuni"ation strate!y& For the brand+this a"ti*ity is not simp y a mean to ref e"t a youn! and dynami" ima!e to its audien"e+ it isa so a $ay to state a stron! identity ad*o"atin! the outperformin! of onese f& That is $ay Red%u is *ery present in e;treme sports sponsorships and ath etes endorsements&

Re$ommendation

Red bu is re"ommended to $ork on fo o$in! parti"u arsO

• Red bu shou d try to redu"e its pri"e as it is hi!h pri"ed and midd e " ass !roupsdon’t ha*e a""ess to it & To in"rease its market share and sa es Redbu shou d $orkupon redu"in! pri"es &A ma:or se"tor in" udes o$er " ass and midd e " ass

• that prefers o$ pri"ed drink&

• Red %u shou d $ork on its taste or it shou d $ork on addin! more f a*ors& The tasteof red bu is not traditiona 'taste of Indians) + it shou d add more f a*or so that it"an be preferred by peop e ha*in! traditiona taste&

• Red bu shou d try to redu"e "affeine "ontent &The amount of "affeine in Redbu is@1 m! per "an& Jn one part Red %u " aims to be hea thy and east "arbonated andat the same time it is ha*in! "affeine "ontent as a "up of "offee &

• Red %u shou d $ork on its distribution strate!ies so that it "an rea"h to mass&

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Bibliogra#hy htt#> wearede*elo#ment.net -4"" "- -6 red1bull1a1brand1built1on1marketing

htt#> www.sfu.$a Eshe##ard /76 syn "" " ?rou#F/.#df htt#> www.selling#ower.$om $ontent arti$le indeG.#h#

a 5/ 7 the1#owerful1sales1strategy1behind1red1bull9#age 7

htt#s> e$onsultan$y.$om blog 8-"761how1red1bull1uses1fa$ebook1twitter1#interest1and1googleJi."es#$"t#8ud ir

htt#> en.wiki#edia.org wiki RedFBullJmedia*iewer (ile>

RedBull)nergyDrink.s*g htt#> energydrink1in.redbull.$om htt#> en.wiki#edia.org wiki RedFBull
http://wearedevelopment.net/2011/12/28/red-bull-a-brand-built-on-marketing/http://wearedevelopment.net/2011/12/28/red-bull-a-brand-built-on-marketing/http://www.sfu.ca/~sheppard/478/syn/1131/Group_4.pdfhttp://www.sellingpower.com/content/article/index.php?a=9437/the-powerful-sales-strategy-behind-red-bull&page=7http://www.sellingpower.com/content/article/index.php?a=9437/the-powerful-sales-strategy-behind-red-bull&page=7http://www.sellingpower.com/content/article/index.php?a=9437/the-powerful-sales-strategy-behind-red-bull&page=7https://econsultancy.com/blog/62178-how-red-bull-uses-facebook-twitter-pinterest-and-google#i.1espc1tp6udzirhttps://econsultancy.com/blog/62178-how-red-bull-uses-facebook-twitter-pinterest-and-google#i.1espc1tp6udzirhttp://en.wikipedia.org/wiki/Red_Bull#mediaviewer/File:RedBullEnergyDrink.svghttp://en.wikipedia.org/wiki/Red_Bull#mediaviewer/File:RedBullEnergyDrink.svghttp://energydrink-in.redbull.com/http://en.wikipedia.org/wiki/Red_Bullhttp://wearedevelopment.net/2011/12/28/red-bull-a-brand-built-on-marketing/http://wearedevelopment.net/2011/12/28/red-bull-a-brand-built-on-marketing/http://www.sfu.ca/~sheppard/478/syn/1131/Group_4.pdfhttp://www.sellingpower.com/content/article/index.php?a=9437/the-powerful-sales-strategy-behind-red-bull&page=7http://www.sellingpower.com/content/article/index.php?a=9437/the-powerful-sales-strategy-behind-red-bull&page=7http://www.sellingpower.com/content/article/index.php?a=9437/the-powerful-sales-strategy-behind-red-bull&page=7https://econsultancy.com/blog/62178-how-red-bull-uses-facebook-twitter-pinterest-and-google#i.1espc1tp6udzirhttps://econsultancy.com/blog/62178-how-red-bull-uses-facebook-twitter-pinterest-and-google#i.1espc1tp6udzirhttp://en.wikipedia.org/wiki/Red_Bull#mediaviewer/File:RedBullEnergyDrink.svghttp://en.wikipedia.org/wiki/Red_Bull#mediaviewer/File:RedBullEnergyDrink.svghttp://energydrink-in.redbull.com/http://en.wikipedia.org/wiki/Red_Bull

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