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    Red Bull - F

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    DineshChotrani
    The document discusses Red Bull's target market, marketing strategies, and obstacles to growth. It analyzes Red Bull's sources of brand equity and marketing programs. The document also evaluates Red Bull's expansion into areas like herbal teas, fast food, and magazines.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Red Bull - F

    Uploaded by

    DineshChotrani
    32 views23 pages
    The document discusses Red Bull's target market, marketing strategies, and obstacles to growth. It analyzes Red Bull's sources of brand equity and marketing programs. The document also evaluates Red Bull's expansion into areas like herbal teas, fast food, and magazines.

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    Red Bull - f

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    The document discusses Red Bull's target market, marketing strategies, and obstacles to growth. It analyzes Red Bull's sources of brand equity and marketing programs. The document also evaluates Red Bull's expansion into areas like herbal teas, fast food, and magazines.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    32 views23 pages

    Red Bull - F

    Uploaded by

    DineshChotrani
    The document discusses Red Bull's target market, marketing strategies, and obstacles to growth. It analyzes Red Bull's sources of brand equity and marketing programs. The document also evaluates Red Bull's expansion into areas like herbal teas, fast food, and magazines.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 23

    ed B u l l

    R u d y
    Ca se S t
    Group Members
    Priyanka Mhatre A-35

    Bilkesh Saini A-45

    Dinesh Chotrani B-18

    Pooja Sabhandasani B-48


    Target market

    “The kids that are 18 or 19 years old and drink


    RED BULL in a nightclub have years of use ahead
    of them. These same people will use it in the
    future as a sporting drink, or for a driving, or as a
    conference drink because business meetings are
    always tiring”
    Marketing
    Red Bull
    Event
    Event sponsorship
    sponsorship
    Athlete
    Athlete endorsers
    endorsers
    Sampling
    Sampling programs
    programs ––
    encouraging
    encouraging trails
    trails
    Point
    Point of
    of purchase
    purchase marketing
    marketing
    Advertising
    Advertising
    Obstacles to Growth
    Proliferation of energy drinks in US

    Health concerns over Red Bull


    Red Bull Marches on…
    Event marketing innovation

    Product innovation
    Describe Red Bull’s sources of brand equity.
    Do these sources change depending on the
    market or country?
    Analyze Red Bull’s marketing program in terms
    of how it contributes to the brand’s equity.
    Discuss strengths and weaknesses.
    Marketing Programs
    Brand Elements

    The way brand is integrated into the marketing activities

    Indirect associations resulting from linking to other


    entities such as sports stars
    Strengths
    Partnership

    New Food Category

    Positioning

    Direct Product Experience


    Weakness
    Segmentation

    Product Usage
    How can Red Bull maintain its marketing
    momentum? Would you recommend that Red Bull
    develop any brand extensions? If so, what would
    they be? Would you use the same marketing
    strategy?
    Marketing Momentum
    • Competitors

    • Focus on category - strengthen function food

    • Strong brand recognition


    • Strength of the brand association to the product category

    • Expand demographically
    • Current target – energy boosting benefits
    • Target – nutritional products
    • Advertising
    • Mix of direct experience, word of mouth, brand elements
    and publicity
    Brand Extension for Red Bull
    Category Extension

    Advantages

    Disadvantage

    Electrolyte replacement drink

    Power and energy connotations

    Specific campaigns need to be amended


    Sponsor marathons and more traditional sporting activities

    New category audience

    Certain changes in brand elements

    Approach of establishing direct experience, word of


    mouth and then branch out
    Evaluate Red Bull’s move into herbal teas, fast-
    food chains, and magazines. Does it make sense
    for the company to expand into these areas? What
    are the potential benefits and dangers?
    Red Bull “Energy” and “Functional”.

    Herbal tea  Boosted the immune system and improved the


    metabolism.

    Kombucha developed in 1997 and Ginkgo 2000 are modern-


    day versions of ancient Asian herbal teas.

    The “Wellbeing Zone” on the Carpe Diem website.

    Magazine  Reflecting the lifestyle of Red bull would make


    sense.
    Because product usage was not marketed as being limited to one
    or even a few occasions, Red Bull users could continue to use
    the product even as their priorities shifted. The case states that,
    “a Red Bull consumer first attracted to the product as a nightlife
    enhancer in his or her early twenties might later use the drink as
    a morning pick-me-up or a revitalizer during a long day of
    meetings.” How effective is Red Bull at advertising to these
    varied groups?
    “ The Real Benefit ”

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