Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Redbull GT


Published on

Published in: Business, Technology
  • Be the first to comment

Redbull GT

  1. 1. GTCREATIVEBRIEF2013 Launch of:SLCTD_ads
  2. 2. Nicklas Lange Creative DirectorMaria Redeker Media ExecutiveGamal AbdelNasser Account ExecutiveTadas Kavaliauskas Planning DirectorWE ARESLCTDSLCTD_ads
  4. 4. ESSENCEHealthyenergycanATTRIBUTES“Green”sensationaldesignConvientemeasureBENEFITSEnergy supplyingMind focussingRefreshingVitalizingPERSONALITYCaringEnergeticFastVibrantVALUESHealthy lifestyleHigherperformanceoutputSLCTD_ads
  5. 5. SOCIOECONOMIC• Income Level – Above average (£24,407 in UK)• Education – High-school graduate• Occupation – Young professional, managerial• and professional specialtyTARGET CONSUMERSEGMENTATIONPSYCHOGRAPHIC• Personality – Aggressive, ambitious, extrovert• Values – Actualisers, fulfillers, achievers, enthusiasts, experiencers, makers• Lifestyle – Sporty, hard-working, “on-the-go”, creative, settled inDEMOGRAPHIC Male and Female Main target age group – 20-35 Lifestage – collegiate; adult Household size – 1 - 2 Residence Tenure – rent home Marital status – never married(JOBS  CREATIVE INDUSTRY) Travel Media E-commerce Start-ups Financial SectorGEOGRAPHIC Urban areas – London, Manchester, Birmingham, Edinburgh, Glasgow, Cardiff Rural areasSLCTD_ads
  6. 6. 20 - 35> 20< 5035 - 5020%25%10%BUDGETBREAKDOWN45%SLCTD_ads
  7. 7.  Successful introduction of Red Bull GT into the UK marketStart: two months before the launch. Creation of a desire for Red Bull GT by emphasizing benefits of the drinkbefore launch and when on sale → emotional response Reach a 10 per cent product market share after one year ofintroduction, hence benefit Red Bull’s market share. Strong brand awareness within the young and creative industry Gradually change consumer behaviour from drinking coffee to Red BullGT in the long term.MARKETING OBJECTIVESSPECIFICMEASUREABLEACHIEVEABLEREALISTICTIMEDSLCTD_ads
  8. 8.  Vitalize body and mind A green and natural product, which is trustedto be free of any nasty, unwanted ingredients. An energy boosting drink A one-of-its kind lifestyle and business drink It fills the gap between Red Bull Cola and RedBull energy drinkGTUNIQUE SELLING POINT:SLCTD_ads
  9. 9.  “Gives you wings” Master your duties and overtake competitors. GT is beneficial Healthy, refreshing, vitalizing, energy enhancing,mind focussing, tasty, Power of green tea plus additional ingredientswithin the drink “Green tea, green cans“ Our cans are recyclable and we support anenvironmentally friendly production.ENERGECTIC MESSAGEor how the consumer feels about Redbull?SLCTD_ads
  10. 10.  Keep the core identity of Red Bull Can shall follow the regular Red Bull desgin and shapepatterns. The logo will read “Red Bull”, followed by“GT” in green letters Red Bull GT is available at regular Red Bull suppliersbut attention given to target areas, i.e. businessdistricts within the major economic driving citiesMANDATORIESGIVES YOU WINGSSLCTD_ads
  11. 11. GT GREEN TEAGRANTURISMOItalian phrase gran turismo, is a homage to the traditionof the grand tour, used to represent automobiles, able tomake long-distance, high-speed journeys in both comfortand style.SLCTD_ads
  12. 12. Low Involvement Product/BrandFMCG: Little brand differentiationDO FEEL LEARNAWARENESS TRIAL REPURCHASEAdvertisingWord of mouthValue functionDistributionValue functionDistributionA – T – R MODELSLCTD_ads
  13. 13. £15.9m Total Advertising Budget 50% Red Bull GT Promotional Mix£7.95 Total Promotion BudgetBUDEGT BREAK-DOWNTOTALREVENUEMARKETINGBUDGET£217.4m Red Bull Total Sales in the UK 7.3% Beverage Industry Advertising£15.9m Red Bull Total Advertising BudgetRED BULL GTRED BULLGENERAL
  14. 14. GTSLCTD_a
  15. 15. SOURCES Mintel (Sports & Energy Drinks UK August 2012)• Office for National StatisticsSLCTD_ads