Redbull rough draft 6

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

Transcript of Redbull rough draft 6

Page 1: Redbull rough draft 6

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

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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

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IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion

Product Line

• First energy Drink to market 1987

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IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion

Target Market

• Target market info here

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IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion

Segmenting the Market

• Segmenting the market info here

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Advertisements - Different Demographic

Series of cartoon advertisements directed towards different audiences, still promoting “Red Bull Gives You Wings”

Video Goes here

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IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion

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

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IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion

Competitors

• Competitor info here

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IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion

Celebrity Endorsements

• Red Bull sponsors hundreds of athletes and teamsof 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

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Celebrity Endorsement- Sean White

Pro Snowboarderand skateboarder2x Olympic gold medalist, private half pipe by Red Bull

Video Goes here

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IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion

Product Placement

• Key for success of Red Bull

• Different approach towards distribution incentives

• large store displays

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IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion

Consumer Imagery and Brand Equity

• Consumer imagery and brand equity here

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IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion

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

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Word of Mouth - Travis Pastrana

Red Bull sponsoredparachute-less skydiveby countless world record holder Travis Pastrana

Video Goes here

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IntroductionProduct LineTarget MarketSegmenting the MarketAdvertisingCompetitorsConsumer Behaviour TheoryConclusion