Redbull 140326120029-phpapp01
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Group 3
Transcript of Redbull 140326120029-phpapp01
Group 3
RED BULL
• “We don’t bring the product to the people, we bring people to the
product.”
• Originated in 1980s from a Thai energy drink “Krating Daeng”.
• Created a new category of “functional foods”.
• 7th leading carbonated soft drink company in terms of market
share.
PRODUCT BENEFITS
REDBULL
Improves physical
endurance
Improves overall
feeling of well being
Increases mental
alertness
Improves reaction
speed and concentration
Stimulates metabolism and helps eliminate
waste substances.
Gives
You
Wings
MARKETING STRATEGY
AdvertisementsAthlete
endorsingEvent
SponsorshipPoint of
purchaseSampling program
Word Of Mouth
TARGET MARKET
• All who lie in the categories of :
– Students, Drivers, Clubbers, Business people, and sports
people.
• And are mentally or physically fatigued or both.
• Or need an adrenalin rush.
Challenges
• Facing a strong competition from other carbonated drinks.
• While the competitors are improving and innovating, Red Bull
stays the same.
• Product has completely oversaturated the market – losing the
‘cool’ factor.
• Red bull is one tricky pony – if sales start to slump, the party goes
in serious jeopardy.
• Being ignorant and unaware about their competitors.
BRAND PLAN OBJECTIVES
• To extend the Red Bull brand.
• To diversify the association of the brand with different events and
activities.
• To bring the product from saturated market to growth stage.
• To increase the consumption of number of cans per person per
year.
BRAND PLAN OBJECTIVES
• To extend the Red Bull brand.
Red Bull
Brand Extension
The
‘Wings’ Bar
The
RED BULL
Xtremesports
academy
The
Annual
RED BULL
Music
Festival
Last Longer Party Harder
BRAND PLAN OBJECTIVES
• To diversify the association of the brand with different events and
activities.
Promote
Traditional
EXTREME SPORTS
Maha Yudh 2006
Who’s the
Real Bull
BRAND PLAN OBJECTIVES
• To bring the product from saturated market to growth stage.
• To increase the consumption of number of cans per person per
year.
BULLYthe markets
Last Longer
Last Longer
Go An
EXTRA MILE
“We Created the
market.
If you appreciate the
product, you want the
Real one, the original.
Nobody wants to have a
rolex made in Taiwan or
Hong Kong”
Thank YouAnshika | Karthik | Lohit | Shruti
