Student Marketing Assignment for Full Sail University

1. Robby Hughes | May 31, 2020
Business Proposal

2. • Red Bull Energy Drink
• #1 Energy Drink Worldwide
• Popular Marketing Strategy
Business Description

3. • Negative Health Side
Effects
• Product is Too Expensive
• Doesn’t Taste Good
• 4.2 Stars
Customer Reviews & Feedback

4. Consumer Pain Points
•Produce a Healthier Product
•Product a Better Tasting Product
•Produce a Cheaper Product

5. Proposed Solution
Red Bull Gives You… Something New

6. Sales of Seltzer Beverages Increased
(Per Nielsen.com, 2019)

7. Timeline & Cost
• Research & Development Begin January 2021
• Advertising Begins October 2021
• Available January 2022
• Estimated Cost $250 Million
• Price Increase of $0.06
• Addition Revenue of $450 Million

8. Bring It Full Circle
• Produce New Energy
Seltzer
• Increase Rating to
5-Stars
• Increase Profits Up
To $3 Billion

9. Nielsen.com (August 24, 2018) NO SIGNS OF FIZZING OUT: AMERICA’S LOVE OF SPARKLING WATER REMAINS STRONG
THROUGH AUGUST
Retrieved from: https://www.nielsen.com/us/en/insights/article/2018/no-signs-of-fizzing-out- americas-love-of-sparkling-water-
remains-strong/
Byington, L. (March 10, 2020) Spindrift secures $29.8M as the sparkling water category grows Retrieved from:
https://www.fooddive.com/news/spindrift-secures-298m-as-the-sparkling-water- category-grows/573767/
Kalogeropoulas, D. (September 6, 2019) National Beverage Earnings Fall as La Croix Struggles to Regain Its Footing
Retrieved from: https://www.fool.com/investing/2019/09/06/national-beverage-earnings-fall-as-la- croix-strugg.aspx
MediaRadar (2020) Bubly Sparkling Water Advertiser Profile
Retrieved from: https://advertisers.mediaradar.com/bubly-sparkling-water-advertising-profile
Mission Statement Academy (December 27, 2019) Red Bull Mission Statement Retrieved from: https:// mission-statement.com/red-
bull/
Glassdoor (2020) Red Bull
Retrieved from: https://www.glassdoor.com/Reviews/Red-Bull-company-culture- Reviews- EI_IE12190.0,8_KH9,24.htm
Kallmyer, T. (July 27, 2015) Red Bull on Caffeine Safety and Transparency Retrieved from: https:// www.caffeineinformer.com/red-
bull-caffeine-safety