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