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Redbull case analysis

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Red Bull Case Analysis

Red Bull Case Analysis

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  • 1. Group 3
  • 2. RED BULL • “We don’t bring the product to the people, we bring people to the product.” • Originated in 1980s from a Thai energy drink “Krating Daeng”. • Created a new category of “functional foods”. • 7th leading carbonated soft drink company in terms of market share.
  • 3. PRODUCT BENEFITS RED BULL Improves physical endurance Improves overall feeling of well being Increases mental alertness Improves reaction speed and concentration Stimulates metabolism and helps eliminate waste substances.
  • 4. Gives You Wings
  • 5. MARKETING STRATEGY Advertisements Athlete endorsing Event Sponsorship Point of purchase Sampling program Word Of Mouth
  • 6. TARGET MARKET • All who lie in the categories of : – Students, Drivers, Clubbers, Business people, and sports people. • And are mentally or physically fatigued or both. • Or need an adrenalin rush.
  • 7. Challenges • Facing a strong competition from other carbonated drinks. • While the competitors are improving and innovating, Red Bull stays the same. • Product has completely oversaturated the market – losing the ‘cool’ factor. • Red bull is one tricky pony – if sales start to slump, the party goes in serious jeopardy. • Being ignorant and unaware about their competitors.
  • 8. BRAND PLAN OBJECTIVES • To extend the Red Bull brand. • To diversify the association of the brand with different events and activities. • To bring the product from saturated market to growth stage. • To increase the consumption of number of cans per person per year.
  • 9. BRAND PLAN OBJECTIVES • To extend the Red Bull brand.
  • 10. Red Bull Brand Extension The ‘Wings’ Bar
  • 11. The RED BULL Xtreme sports academy
  • 12. The Annual RED BULL Music Festival
  • 13. Last Longer Party Harder
  • 14. BRAND PLAN OBJECTIVES • To diversify the association of the brand with different events and activities.
  • 15. Promote Traditional EXTREME SPORTS
  • 16. Maha Yudh 2006
  • 17. Who’s the Real Bull
  • 18. BRAND PLAN OBJECTIVES • To bring the product from saturated market to growth stage. • To increase the consumption of number of cans per person per year.
  • 19. BULLY the markets
  • 20. Last Longer
  • 21. Last Longer
  • 22. Go An EXTRA MILE
  • 23. “We Created the market. If you appreciate the product, you want the Real one, the original. Nobody wants to have a rolex made in Taiwan or Hong Kong”
  • 24. Thank You Anshika | Karthik | Lohit | Shruti