Redbull Rough Draft 5

Severn Bailey - Daniel Berzen - Marlee Baxter - Michelle Alexander - Kevin Bennie By:

IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion

Introduction

• First energy Drink to market 1987

• Differentiation through marketing, packaging, and distribution

• Allowed for birth of energy drink market

• Increasing revenues on a yearly basis


Product Line



Target Market



Segmenting the Market


VIDEO GOES HERE


Advertising

• Guerilla entrance into market in early years

• Television advertising, "Red Bull gives you wings“

• Team purchasing and athlete sponsoring

• Extreme sport sponsoring

• Unique and identifiable packaging


Competitors



Celebrity Endorsements

• Red Bull sponcers hundreds of athletes and teams of extreme sports

• largest part of red bulls marketing budget

• Large reach through branding

• Fans create attachments and bonds

• Consumers associate their best performance with the product

• Strengthens Brand affiliation with Athletic Performance

VIDEO GOES HERE


Product Placement

• Key for success of Red Bull

• Different approach towards distribution incentives

• large store displays


Consumer Imagery and Brand Equity



Word of Mouth

• Formal communication sources ( parties, streets, DJ’s)

• Informal communication sources: viral marketing (University Students)

• Negative Word of Mouth: rumors, deaths of teenagers

• Expanded into 50 countries, doubled profits, strengthened brand loyalty

• 17 million Facebook likes vs. Monster (biggest competitor) 9million

• RedBull.ca looks like a extreme sports website more then a company site

VIDEO GOES HERE

Redbull Rough Draft 5

Documents

Transcript of Redbull Rough Draft 5