Red bull final


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Red bull final

  1. 1. Greta Ūzaitė Justė Vaišnoraitė Vytautas Sriubas Edvinas Vyšniauskas Aleksandras Čičasovas
  2. 2. About Company • In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout the Far East. • In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. • However , such energy drinks was first-time invented in Thailand. • Today Red Bull has become the worlds leading energy drink, selling more than 4.6 billion cans in 2011.
  3. 3. Marketing Mix: Product • Red Bull is a sweet, caffeinated drink aimed to give consumers the high energy kick. Available only in rather expensive 250ml cans, 350ml bottles, with 4 packs and only two flavours (original or sugar-free). It contains caffeine, taurine, and B vitamins.
  4. 4. Marketing Mix: Promotion • Strategy called word-of-mouth or “BuzzMarketing” • “We do not take product to customer. We take customer to the product” Mr. Dietrich Mateschitz • Promotion job for youth • Promotion through lifestyle
  5. 5. Marketing Mix: Price • Price of RedBull is premium price all over the world. • Highest in the market. • Varies from 2 to 4 dollars per can.
  6. 6. Marketing Mix: Place • RedBull are using tactic not to have official shops of their production. Instead of that, company are cooperating with local markets and exporting production by minimalizing sales cost to a minimum.
  7. 7. Product Categorization Soft drinks Hot Cold Non-alcoholic Alcoholic Juice Red bull Milk Monster Energy Water Etc. Burn Battery Etc.
  8. 8. Segmentation / Target Market • Age criteria: 14-16 The Student 16-25 The Fan of Extreme sports Redbull users 25-39 The Clubber 39-55 The Careerist
  9. 9. Target Market: 16-25 Type Description The Student This group includes all the current students, especially during the examination time, who are staying late to study and need additional energy to finish their tasks. The Fan of Extreme sport This group consist not of actual athletes, but of those, who are extremely into this kind of sport, including motorsport, skiing, windsurfing and all other areas, which are promoted by “Redbull“ brand. They do not miss any competition and for them drinking energy drink is like alternative of being in the real action. The Clubber This group includes young and active urban youth, who spend most of their leisure in variety of clubs, therefore they need plenty of energy to party all night long. What is more, there was discovered, that “Redbull“ goes perfectly with alcohol in a lot of cocktails. The Careerist This group includes all the new entrants in the business who have a lot of potential as well as are hardworking persons, and need some additional energy while staying late after working hours
  10. 10. Market Share / Competitors in Lithuania Other 7% Battery 14% Redbull 37% Burn 15% Monster 27%
  11. 11. Direct and indirect competitors Direct Battery Burn Monster Other energy drinks Direct Indirect Energetic gum “Blitz”, “Gerimax” Energy ice-cream “ENERGY DRIVE” Coca-cola Pepsi Cola Sprite Fanta Coffee “Jacobs” Chocolate “Karūna” Indirect
  12. 12. SWOT analysis Strengths Weaknesses Market leadership Lack of patent Marketing efforts Only one item Red Bull brand Above – average price Opportunities Threats Extension of product line Health concerns New ventures Can be stolen
  13. 13. Differential advantage • Promotion • Brand
  14. 14. Summary • “Red Bull” - well-developed company, undisputed leader in the market of energy drinks. Recommendation • To expand taste assortment of drinks.