Red Bull launched in 1987 with slogan meaning "Red bull gives you wiiings" by 1997 it was available in 25 global market. 65% of US teenagers (7. Million teens) say they drink energy drinks Number of teenage consumers has increased by 3 million over the past 3 years Continue.
Red Bull launched in 1987 with slogan meaning "Red bull gives you wiiings" by 1997 it was available in 25 global market. 65% of US teenagers (7. Million teens) say they drink energy drinks Number of teenage consumers has increased by 3 million over the past 3 years Continue.
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Red Bull launched in 1987 with slogan meaning "Red bull gives you wiiings" by 1997 it was available in 25 global market. 65% of US teenagers (7. Million teens) say they drink energy drinks Number of teenage consumers has increased by 3 million over the past 3 years Continue.
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Attribution Non-Commercial (BY-NC)
Formate disponibile
Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
• Got idea of energy drink from Asian countries visit. • Launched Red bull energy drink in 1987 with slogan meaning “Red bull gives you wiiings”. • By 1997 it was available in 25 global market. About the Product • Essentially invented the functional beverages category. • It means it is mean to consume for energy not for enjoyment. • It contains ingredient like caffeine, taurine and glucuronolactone. • Along with this three ingredient variety of sugar & vitamins also contributed. Advantage of Red bull • Improve physical endurance • Stimulates metabolism and helps eliminates waste substances. • Improves overall feelings of well being • Improve reaction , concentration and speed. • Increase mental alertness What make it different from others? • Flavor : Sweet and carbonated and medicinal taste. • Package : Available in single package slender blue & silver 250 ml can. • Logo :an Oriental themed depiction of two red bulls about to collide head on front of yellow sun. • “Energy Drink” successfully communicated product benefit. • Also available in brown glass bottle where it couldn’t list can. Continue… • Target Audience: – Not define specific demographic or psychographic segment. – Appeal only those people who are mentally or physically fatigued – Overworked executives/businessmen – Truck drivers, clubbers, sports people – “Hip”, younger generation 14-19, 20-29 age • 65% of US teenagers (7.6 million teens) say they drink energy drinks • Number of teenage consumers has increased by 3 million over the past 3 years Continue… • Positioning : – “ Position as revitalizes body and mind” – Consumer can drink whenever he want to lift whether in morning , evening or in night. – Elastic positioning. Not specified consumption occasion. • Price : – Premium pricing strategy. – It set price at least 10% greater than the most expansive competitor. – Price between $1.99 and $3.00 in convenience store. Advertising Expenditures • Use distribution as a marketing tool - fashionable night clubs, convenience stores, and gas stations, College campus. • Red Bull increased it’s advertising expenditures from $2 million in 1998 to more than $40 million in 2003. In 2004, Red Bull spent $600 million • Energy drink companies market themselves around extreme sports and adventure. Red Bull supports 240 athletes worldwide to help promote their product. Competitors • Industry is dominated by one product - Red Bull • Rockstar is strongest non-Red Bull brand (distributed by Coca-Cola) • Followed by Monster (distributed by Hansen) • SoBe (distributed by PepsiCo) • Xyience first launched energy drinks in 2006 Source of Brand Equity • Energy category is new brand for customer • Word of mouth publicity • Available red bull at sports competition. • Functional food in Austria – medicinal benefits • Athlete endorsement , event sponsorship. • Point of purchase marketing. Strength • Strong, fresh, fashionable brand identity • Energy drink different from other beverages • Non-descript consumer makes for infinite market. • High revenue with price set 10% higher than normal • soft drink due to drink’s function adding value • 99% global market share Weakness • Controversy about the ingredients of the product. • Competition came from new hybrid drink market segment. • Product is not patented so can be easily copied. Reasons of success • New Concept • Health related concept • Point of purchase strategy • Marketing activity is good enough to aware the people about the product Maintaining Market Share • product of the company's innovative marketing efforts. • Products ranged from regular carbonated energy drinks through to “Energy Shots” with 25 new versions • When companies start out with one product, they later diversify or update the existing range to keep consumer interest Continue… • 1st use selling concept : use buzz market to promote product by giving free samples. • After establishing itself it use Product concept: promote as a energy drink which giving you wiiing. • Finally use marketing concept: By reaching their target audience successfully than competitor.
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