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Redbull Rough Draft 5
 

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