RED BULL:BUILDING BRAND EQUITY IN A  NON-TRADITIONAL WAY              BY:        KAMARUL ARIFFIN           NADHIRAH       ...
INTRODUCTION
1985
QUESTION 1
Describe Red Bull’s sources of        brand equity.  Do these sources change depending on the market or          country.
BRAND EQUITYBrand equity is a set of characteristicsthat are unique to a brand. In essence, brand equity is the perception...
SOURCES OF BRAND EQUITY
AUSTRIA
UNITED KINGDOM                           “gives you                            wiiings” “never under estimatewhat Red Bull...
UNITED STATES        65%        Market        Share
QUESTION 2
Analyze Red Bull’s marketing  program in terms of HOW itcontributes to the brand’s equity.   Discuss its strengths and    ...
BUILDING BRAND EQUITY                               RECOGNIZEDREGISTERED    COMPETITION                             PERSUA...
BRAND EQUITY                         TWO BULLS COLLIDE FUNCTIONALGRAPHIC      SHAPE                           ENERGY      ...
ADVERTISING
RED BULL TV AD, SUPERHERO
SAMPLING
“ sampling [is a] key element of Red Bull’s marketing strategy. The customer feedbackthat they get in invaluable and the c...
EVENT MARKETING
RED BULL FLUGTAG DAY 2012
SPORTS MARKETING
RED BULL SIGNATURE SERIES
POINTS-OF-PURCHASE
QUESTION 3
How can Red Bull maintain its   marketing momentum?Would you recommend that Red    Bull develops any brand extensions? If ...
Red Bull maintain their marketingmomentum thru their Marketing Program
RED BULL STRATOS 2012 JUMP
RED BULL STRATOS 2012 JUMP  Felix Baumgartners epic jump from the edge of space was successful.  Supported by a team of ex...
Source: http://www.youtube.com/user/redbull/featured, as on 18 Oct 2012
Brand Extensions     Brand extensions could beconsidered, but marketing researchneeds to be conducted to assess the  effec...
Before doing brand extension , refer   customer Brand equity pyramid     at   performance dimension. Red Bull need   to co...
Currently there are onlyfour product made: RedBull Energy Drink, RedBull Sugar Free, RedBull Energy Shots, andRed Bull Col...
Lower-priced extensions as well as extensions to new productcategories are possible options. One of the pulling buying pow...
QUESTION 4
Evaluate Red Bull’s move intoherbal teas, fast-food chains,      and magazines. Does it make sense for thecompany to expan...
There is pro and contra to      extend product development. What RedBull need to do is to have    proper research in  exte...
QUESTION 5
“a Red Bull consumer first attracted tothe product as a nightlife enhancer in his or her early twenties might later use th...
IVE!EF FECT
CONCLUSION
“ The reasons for consumptions change,but the basics are always there: the real                benefit.”- Norbert Kraihame...
Thank You
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
Red bull final case study
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Red bull final case study

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  1. 1. RED BULL:BUILDING BRAND EQUITY IN A NON-TRADITIONAL WAY BY: KAMARUL ARIFFIN NADHIRAH NOORAZLIN BINTI ANI
  2. 2. INTRODUCTION
  3. 3. 1985
  4. 4. QUESTION 1
  5. 5. Describe Red Bull’s sources of brand equity. Do these sources change depending on the market or country.
  6. 6. BRAND EQUITYBrand equity is a set of characteristicsthat are unique to a brand. In essence, brand equity is the perception that a good or service with a given brand name is different and better. (Clow & Baack, 2012 ) Brand equity is the added value endowed to products and services. ( Kotler & Keller, 2012 )
  7. 7. SOURCES OF BRAND EQUITY
  8. 8. AUSTRIA
  9. 9. UNITED KINGDOM “gives you wiiings” “never under estimatewhat Red Bull can do for you”
  10. 10. UNITED STATES 65% Market Share
  11. 11. QUESTION 2
  12. 12. Analyze Red Bull’s marketing program in terms of HOW itcontributes to the brand’s equity. Discuss its strengths and weaknesses.
  13. 13. BUILDING BRAND EQUITY RECOGNIZEDREGISTERED COMPETITION PERSUASIVE LESS SUGAR FUN LINGUISTIC
  14. 14. BRAND EQUITY TWO BULLS COLLIDE FUNCTIONALGRAPHIC SHAPE ENERGY “GIVES YOU WIINGS”
  15. 15. ADVERTISING
  16. 16. RED BULL TV AD, SUPERHERO
  17. 17. SAMPLING
  18. 18. “ sampling [is a] key element of Red Bull’s marketing strategy. The customer feedbackthat they get in invaluable and the conversion rates are huge. “ - Henry Drnec, Red Bull Managing Director United Kingdom
  19. 19. EVENT MARKETING
  20. 20. RED BULL FLUGTAG DAY 2012
  21. 21. SPORTS MARKETING
  22. 22. RED BULL SIGNATURE SERIES
  23. 23. POINTS-OF-PURCHASE
  24. 24. QUESTION 3
  25. 25. How can Red Bull maintain its marketing momentum?Would you recommend that Red Bull develops any brand extensions? If so, what would they be? Would you use the same marketing strategy?
  26. 26. Red Bull maintain their marketingmomentum thru their Marketing Program
  27. 27. RED BULL STRATOS 2012 JUMP
  28. 28. RED BULL STRATOS 2012 JUMP Felix Baumgartners epic jump from the edge of space was successful. Supported by a team of experts, Felix ascended in a helium balloon to an altitude of 120,000 ft / 36,576 m where he took a leap of faith into the unknown in an attempt to become the first person to break the speed of sound during freefall.
  29. 29. Source: http://www.youtube.com/user/redbull/featured, as on 18 Oct 2012
  30. 30. Brand Extensions Brand extensions could beconsidered, but marketing researchneeds to be conducted to assess the effect of such extensions on the image of the brand.
  31. 31. Before doing brand extension , refer customer Brand equity pyramid at performance dimension. Red Bull need to cope up:Primary ingredients and supplementary featuresProduct reliability (consistency of performance),durability (life-span), and serviceability (after sales)Service effectiveness (speed), efficiency(responsiveness), and empathy (caring, trusting)Style and designPrice
  32. 32. Currently there are onlyfour product made: RedBull Energy Drink, RedBull Sugar Free, RedBull Energy Shots, andRed Bull Cola. Eachproduct is in line with theoriginal tagline thatmakes Red Bull sosuccessful- “Red BullGives You Wiings”. In2005- Thailand launchRed Bull ice coffee.
  33. 33. Lower-priced extensions as well as extensions to new productcategories are possible options. One of the pulling buying powers for Red Bull is lower price whichoffer by Red Bull compare to other company is same category.
  34. 34. QUESTION 4
  35. 35. Evaluate Red Bull’s move intoherbal teas, fast-food chains, and magazines. Does it make sense for thecompany to expand into theseareas? What are the potential benefits and dangers?
  36. 36. There is pro and contra to extend product development. What RedBull need to do is to have proper research in extending product and associate it with other product or services.
  37. 37. QUESTION 5
  38. 38. “a Red Bull consumer first attracted tothe 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 meetings.”How effective is Red Bull at a advertising to these varied groups ?
  39. 39. IVE!EF FECT
  40. 40. CONCLUSION
  41. 41. “ The reasons for consumptions change,but the basics are always there: the real benefit.”- Norbert Kraihamer, Red Bull’s Group Marketing and Sales Director
  42. 42. Thank You
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