Red Bull Brand Exploratory - MKTG4082

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  • Int
  • Red Bull Brand Exploratory - MKTG4082

    1. 1. Alessandra Ferrazzi<br />Angel Lee<br />Allyson Lister<br />Simon Montgomery<br />Colin Percy<br />Drew Schmidt<br />Santiago Strasser<br />
    2. 2. Agenda<br />
    3. 3. Red Bull Milestones Timeline<br />
    4. 4. Function of Secondary Research<br />Used to support our idea of Red Bull<br />Hits strongly on two aspects of the brand equity:<br />Pyramid Salience & Imagery but could reach as high as Performance & Judgment<br />Inexpensive<br />Fast<br />Credible sources<br />
    5. 5. Findings from Secondary Research<br />Salience<br />Number 1 in the market<br />Performance<br />40% drink energy drinks due to taste<br />Many reviews also note bad taste of Red Bull<br />Imagery<br />“Extreme” and “Daring”<br />Judgment/Feelings<br />No explicit information in secondary research<br />Resonance<br />Lifestyle brand<br />
    6. 6. Survey Research Design<br />
    7. 7. Survey Research Design<br />
    8. 8. Survey Results<br />Salience<br />98% have heard of Red Bull before<br />10% associate Red Bull with energy drink category<br />Performance<br />90% rated a “strong” or “fairly strong” association of caffeine with Red Bull<br />80% rated a “strong” or “fairly strong” association of “Gives You Wings” with Red Bull<br />4.2% thought of “expensive” when thinking of RedBull<br />
    9. 9. Survey Results<br />Imagery<br />Red Bull and alcohol<br />Vodka (8%), drinking (5%), Jaeger bombs (4%)<br />Judgment<br />Very Satisfied (13%) & Satisfied (35%)<br />Neutral (41%)<br />Feelings/Resonance<br />No major findings from our survey<br />
    10. 10. Brand Concept Map<br />“Gives You Wings”<br />Caffeine<br />Other Physical Aspects:<br /><ul><li>Sugar
    11. 11. Sweet
    12. 12. Unhealthy
    13. 13. Good/Bad Taste</li></ul>Brand Related Aspects:<br /><ul><li>Expensive/Premium Pricing</li></ul>Red Bull<br />Energy<br />Drink(ing)<br />Drinking Related Aspects:<br /><ul><li>Vodka
    14. 14. Jaeger bombs
    15. 15. Mixing with Alcohol
    16. 16. Party
    17. 17. Sports</li></ul>Energy Related Aspects:<br /><ul><li>Extreme
    18. 18. Awakening
    19. 19. Crazy
    20. 20. Strong</li></li></ul><li>ZMET Research Design<br />
    21. 21. ZMET Results<br /><ul><li>Loyalty
    22. 22. Extravagant Lifestyle
    23. 23. Community:
    24. 24. Extreme Sports
    25. 25. Parties
    26. 26. High quality
    27. 27. Energetic
    28. 28. Credible
    29. 29. Forward thinking
    30. 30. Unhealthy
    31. 31. Social</li></ul>Primary:<br /><ul><li>Excitement
    32. 32. Confidence
    33. 33. Empowered
    34. 34. Fearless</li></ul>Secondary:<br /><ul><li>Aggressiveness
    35. 35. Belonging</li></ul>Functional:<br /><ul><li>Physical endurance
    36. 36. Mental alertness
    37. 37. Fastest reaction
    38. 38. Concentration
    39. 39. Cool/Fun
    40. 40. Energetic
    41. 41. Aspirational
    42. 42. All participants knew about Red Bull</li></li></ul><li>ZMET Judgments<br />
    43. 43. ZMET Imagery<br /><ul><li>Cool/Fun
    44. 44. Energetic
    45. 45. Aspirational</li></li></ul><li>ZMET Mental Map<br />
    46. 46. Red Bull’s Sources of Equity<br />Salience, Unique & Positive Associations<br />Salience – Deep salience for energy drink category with 98% brand awareness<br />Imagery – Bar, studying, and extreme sports<br />Performance – Functionally consistent<br />Judgment–Red Bull #1 in favorability despite health issues<br />Feeling – Excitement, community, power<br />Resonance – Attachment, community, loyalty, self-image<br />
    47. 47. Next Steps<br />
    48. 48. Questions?<br />

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