Redbull Rough Draft 5
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Redbull Rough Draft 5

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Redbull Rough Draft 5 Redbull Rough Draft 5 Presentation Transcript

  • By:
    Severn Bailey - Daniel Berzen - Marlee Baxter - Michelle Alexander - Kevin Bennie
  • Introduction
    Product Line
    Target Market
    Segmenting the Market
    Advertising
    Competitors
    Consumer Behaviour Theory
    Conclusion
    Introduction
    • First energy Drink to market 1987
    • Differentiation through marketing, packaging, and distribution
    • Allowed for birth of energy drink market
    • Increasing revenues on a yearly basis
  • Introduction
    Product Line
    Target Market
    Segmenting the Market
    Advertising
    Competitors
    Consumer Behaviour Theory
    Conclusion
    Product Line
    • First energy Drink to market 1987
  • Introduction
    Product Line
    Target Market
    Segmenting the Market
    Advertising
    Competitors
    Consumer Behaviour Theory
    Conclusion
    Target Market
    • First energy Drink to market 1987
  • Introduction
    Product Line
    Target Market
    Segmenting the Market
    Advertising
    Competitors
    Consumer Behaviour Theory
    Conclusion
    Segmenting the Market
    • First energy Drink to market 1987
  • VIDEO GOES HERE
  • Introduction
    Product Line
    Target Market
    Segmenting the Market
    Advertising
    Competitors
    Consumer Behaviour Theory
    Conclusion
    Advertising
    • Guerilla entrance into market in early years
    • Television advertising, "Red Bull gives you wings“
    • Team purchasing and athlete sponsoring
    • Extreme sport sponsoring
    • Unique and identifiable packaging
  • Introduction
    Product Line
    Target Market
    Segmenting the Market
    Advertising
    Competitors
    Consumer Behaviour Theory
    Conclusion
    Competitors
    • First energy Drink to market 1987
  • Introduction
    Product Line
    Target Market
    Segmenting the Market
    Advertising
    Competitors
    Consumer Behaviour Theory
    Conclusion
    Celebrity Endorsements
    • Red Bull sponcers hundreds of athletes and teams of extreme sports
    • largest part of red bulls marketing budget
    • Large reach through branding
    • Fans create attachments and bonds
    • Consumers associate their best performance with the product
    • Strengthens Brand affiliation with Athletic Performance
  • VIDEO GOES HERE
  • Introduction
    Product Line
    Target Market
    Segmenting the Market
    Advertising
    Competitors
    Consumer Behaviour Theory
    Conclusion
    Product Placement
    • Key for success of Red Bull
    • Different approach towards distribution incentives
    • large store displays
  • Introduction
    Product Line
    Target Market
    Segmenting the Market
    Advertising
    Competitors
    Consumer Behaviour Theory
    Conclusion
    Consumer Imagery and Brand Equity
    • First energy Drink to market 1987
  • Introduction
    Product Line
    Target Market
    Segmenting the Market
    Advertising
    Competitors
    Consumer Behaviour Theory
    Conclusion
    Word of Mouth
    • Formal communication sources ( parties, streets, DJ’s)
    • Informal communication sources: viral marketing (University Students)
    • Negative Word of Mouth: rumors, deaths of teenagers
    • Expanded into 50 countries, doubled profits, strengthened brand loyalty
    • 17 million Facebook likes vs. Monster (biggest competitor) 9million
    • RedBull.ca looks like a extreme sports website more then a company site
  • VIDEO GOES HERE
  • Introduction
    Product Line
    Target Market
    Segmenting the Market
    Advertising
    Competitors
    Consumer Behaviour Theory
    Conclusion