Red bull success story

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  • 1. RED
BULL.A
SUCCESS-STORY.
  • 2. A
SUCCESS-STORYThe
launch
of
Red
Bull
has
been
the
most
successfulbeverage
launch
of
the
last
decade.It´s
success
is
due
to
partnering
a
quality
productwith
well-thought
out
original
communicationstrategy.Which
resulted
in
establish
Red
Bull,
not
as
fashionphenomenon,
but
as
premium
brand
with
continuesgrowth.
  • 3. US
SALES
(IN
MILLION
UNITS)140012001000800 Cans600400200 0 97 98 99 0 1 02 03 04 05 an 0 0 Pl 19 19 19 20 20 20 20 20 20 
 06 20
  • 4. BRAND
POSITIONINGThe
brand
positioning
comes
from
out
of
the
productbenefits:Red
Bull
vitalizes
body
and
mind.This
then
became
the
basis
for
the
unique
brandpersonality
of
Red
Bull:-
Innovative-
Self
Ironic-
Intelligent-
Nonconformist-
Self-confidence-
Witty,
charming-
Polarising-
Unpredictable
  • 5. DOING
THINGS
DIFFERENTLYAn
innovative
and
unique
product
needs
an
innovativeand
unique
communication
strategy.So
for
Red
Bull
we
questioned
everything.-
Category-
Packaging-
Price-
Distribution
strategy-
Communication
strategy.
  • 6. ONE
BRAND
-
ONE
PRODUCTIn
order
to
put
the
entire
focus
on
this
oneproduct,
this
one
can,
this
one
brand.We
said:No
diversifications.No
licenscing.No
brand-merchandising.No
umbrella
brand.
  • 7. ABSOLUTE
PREMIUM
PRICERed
Bull´s
real
product
benefits
justified
a
premiumprice.It
is
by
far
the
most
expensive
non-alcoholic
drinkon
the
market.Red
Bull
is
3
to
6
times
more
expensive
than
Coke.
  • 8. TARGET
GROUPRed
Bull´s
target
group
is
not
determined
by
ademographic,
but
by
a
„state
of
mind“.Red
Bull
consumers
have
drive,
are
active
anddynamic.
They
want
to
be
physically
and
mentally
fitand
wide
awake.
  • 9. COMMUNICATION
CONCEPT1)
Above-the-line
Advertising To
build
up
awareness
and
image2)
Opinion
Leader
Marketing To
support
credibility
of
the
product
and
the brand3)
Event
Marketing To
prove
that
the
brand
is
up-do-date
and different4)
Sampling To
convince
consumers
  • 10. ABOVE-THE-LINE-ADVERTISINGRed
Bull
gives
you
wings.Aim
of
the
campaign
is
to
reflect
the
brandpersonality:Cheeky,
witty,
self-ironic,
unpredictable
andunique.While
the
distinctive

execution
style
helpsestablish
it
as
beyond
fashion.
  • 11. OPINION
LEADER
MARKETINGOpinion
Leaders,
especially
in
the
sport
andcultural
area,
are
a
perfect
target
group
for
RedBull.Red
Bull
develops
relationships
with
them
and
treatthem
like
friends.
Red
Bull
worldwide
has
over
250agreements
with
top
athletes,
but
not
one
writtencontract.
  • 12. EVENT
MARKETINGRed
Bull´s
event
marketing
also
covers
both
areas,sports
and
culture,
through
a
variety
of
events
likeFlugtag,
Creative
Contest,
Music
Academy,
Local
HeroTour
and
many
more.Red
Bull
doesn´t
sponsor
events,
Red
Bull
creates,organizes
and
supports
new,
innovative
and
imagebuilding
events.
  • 13. SAMPLINGSampling
is
done
by
highly
motivated
and
well-educated
emloyees
of
Red
Bull
and
not
“professional”promotion
teams.Their
briefing
is
simple:
Find
tired
and
exhaustedpeople.They
do
it
in
a
charming,
non
offensive
way.
All
wegive
them
is
the
product,
a
free
range
of
clothesand
a
tiny,
but
very
attractive
sampling
car: