J. Pabst
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J. Pabst

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  • Brand - Logo, trademark, slogan, name, symbol
  • On facebook page, every other picture, he has a red bull in his hand. Wife.
  • Rebrand Weaknesses: Above average prices – okay. Keep that status. Lack of innovation – Many competitors in this industry who have their own unique selling propositions. Need to stay on top of their game.
  • Rebrand Threats: Health concerns and consumer awareness - People may start to drink other alternatives as it is associated with healthier lifestyles. Do have sugar free and the red bull cola, but maybe if they could figure out a new taste for a sports drink (since they sponsor a bunch of sporting events), or something along those lines.
  • Team MemberKey Account ControllerTeam MemberManagement – - Needs to get organized.– planners, agendas, online – so everyone is on the same page. - New employee – ask how much wanting to work. How many hours they want to put into their job. If they are okay with overtime.

J. Pabst J. Pabst Presentation Transcript

  • Re-branding projectRed Bull
    Joanne Pabst
    • Fast-paced
    • High Energy
    • Strong
    Think Red Bull
    • Fashionable
    • Youth
    • Wings
    • Bulls
    • Bird
    • Red/Blue
  • http://www.youtube.com/watch?v=TeFAEKDadCc&feature=player_embedded
    Red Bull Spokesperson – Scott Speed
  • Red Bull
    Unhealthy
    Too much sugar
    Vitalizes body and mind.
    Improves performance, especially during times of stress and strain.
    Increases endurance.
    Increases concentration and improves reaction speed.
    Stimulates the metabolism.
    Obtains vitamins and minerals.
    Red Bull Energy Drink has 27g of sugar in a 8.4 oz can; however, Red Bull also makes sugar free.
    Misconception
    Actually
  • Red Bull SWOT
    Strengths
    Pioneer of the energy drink category worldwide.
    In 1984, Red Bull was the brand that created the energy drink.
    Market Leadership – RB is the industry leader around the globe.
    Marketing Efforts – Numerous promotions and well targeted campaigns/sponsorships help expand the brand and increase consumer brand awareness.
    Strong, fresh, &fashionable brand identity.
    Weaknesses
    Above average prices.
    Lack of innovation
    Many competitors in this industry who have their own unique selling propositions.
  • Red Bull SWOT
    Opportunities
    Different drinks for different people:
    Red Bull Energy Drink
    Red Bull Energy Drink Sugar Free
    Red Bull Simply Cola
    Red Bull Energy Shot
    Intense advertising and promotion.
    Consumer recognition through sponsorship of sports events.
    Threats
    Health concerns.
    Tougher rules on high caffeine content from government.
    Consumer awareness of health and well-being.
    People may start to drink other alternatives as it is associated with healthier lifestyles.
  • Stakeholders’ View
    Fun atmosphere.
    Enthusiastic, young team with strong marketing support from company.
    Free red bull, fun job.
    Need to be flexible. Management is not always organized.
    No professional process set up within company yet.
    Company always “wants your time.”
    Pros
    Cons
  • A New Red Bull