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Red Bull Marketing Strategy

Analysis conducted of Red Bull Value Proposition, Socia media platforms and strategy.

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Red Bull Marketing Strategy

  1. 1. Katie Mannion 12446172 Brendan Power 14344821 John Clarke 14436822 Sarah Bourke 13486198
  2. 2. “We don’t bring the product to the people. We bring the people to the product”. - Dietrich Mateschitz
  3. 3. The product: An Energy Drink
  4. 4. Why social media based Marketing?
  5. 5. Marketing Events
  6. 6. Brand Image Social media reaches Red Bull Target Market: Active young males between ages of 18 - 24
  7. 7. Red Bull Media House Social media is a platform in which they promote all activities.
  8. 8. Influencer Marketing @JonOlsson
  9. 9. Campus Engagement Red Bull Student Brand Managers
  10. 10. What are the risks?
  11. 11. ● High Competition - Low Product Development ● Lack of Integrated Marketing Communications ● Brand Content Control
  12. 12. Using social media platforms to communicate value proposition.
  13. 13. Red Bull’s Value Proposition
  14. 14. Standout Content
  15. 15. Understanding the consumer
  16. 16. This demographic are of the opinion that “you guys find me, and i will decide if i want to engage with your content” Greg Jacobs, Former Head of Distribution, Red Bull North America
  17. 17. Target Market
  18. 18. Why is it so attractive to their target market?
  19. 19. Our recommendations.
  20. 20. Recommendations ● Keep premium pricing strategy ● Shift focus to creatives - unfulfilled market ● No longer a niche product ● Decrease subtlety ● Incorporate media house more ● Create emotional connection with consumer ● Graduation of consumers
  21. 21. References Whiteside, S. (2013). Title | WARC. [online] Warc.com. Available at: https://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=79cfd77c-52f6-434e-a217- 0be483a31eb6&q=redbull [Accessed 1 Mar. 2017]. Pangarkar, N. and Agarwal, N. [online] Forbes https://www.forbes.com/sites/forbesasia/2013/06/24/the-wind-behind-red-bulls- wings/#79619bd67b79 Bhasin, K. (2012) [online] Business Insider http://www.businessinsider.com/how-dietrich-mateschitz-ignored-the-haters-and-created- the-top-energy-drink-on-the-planet-2012-2?IR=T#this-is-krating-daeng-the-thai-product-invented-by-yoovidhya-that-would- eventually-become-red-bull-1 Huang , H. (2014) Marketing Management and Strategy. Online. Available at: file:///C:/Users/bourkes9/downloads/Marketing_Management_and_Strategy_-_Case.pdf. Last Accessed [April, 04 2017] The Economist. (2002). Selling energy. [online] Available at: http://www.economist.com/node/1120373 [Accessed 1 Apr. 2017].
  22. 22. All questions welcome from our board.

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