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Red bull ppt

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Red bull ppt

  1. 1. Background of Red Bull Quick Facts• Created in Australia in 1987• Largest Energy Drink company in terms of market share & volume sold• Products available in 162 countries• World renown for their advertising campaigns o Slogan: “Red Bull gives you wings”• Red Bull Offers 4 Products: o Red Bull o Red Bull Sugar-Free Not Pictured: Red Bull Sugar-Free o Red Bull Cola o Red Bull Shots 1
  2. 2. Target Market/CompetitionTarget Market 2012 Market Share Rockstar Nos AmpMillennials aged 14 – 35 who enjoy watching or 12% 4% 2% Fulll Throttle 2%participating in action sports. Red Bull customersare always looking for a new thrill. MonsterCompetition Comparison 34% Red Bull 46%Red Bull: 4 products, 164 countriesMonster: 30 products, 47 countriesRock Star: 15 products, 28 countries 2
  3. 3. Marketing CommunicationSponsorship of Stunts and EventsFocus specifically on sponsoring extreme sportingevents o Red Bull Stratos o Red Bull Flugtag o X-GamesPurpose of this Communication?Worldwide Product = Need for Global AttentionRed Bull maintains brand personality of being thepioneer in Extreme Stunts 3
  4. 4. Consumer Perception – Red Bull Stratos Example Consumer Exposure Red Bull Stratos was exposed to over 8 million people worldwide. Incorporating social media, Red Bull was able to expose themselves to their target market. • YouTube Live stream provides access to the world • 40 TV Stations, 130 digital outlets • Broke record for most views of a live event http://www.youtube.com/watch?v=FHtvDA0W 34I 4
  5. 5. Consumer Perception – Red Bull Stratos Example Consumer Exposure Red Bull Stratos was exposed to over 8 million people worldwide. Incorporating social media, Red Bull was able to expose themselves to their target market Consumer Attention Stimulus: The actual jump, creates something interesting and contrasting. Millions of people received the stimulus. • #SpaceJump trending on Twitter worldwide • Not just viewing event, talking about it as well • Avoided clutter with this campaign 5
  6. 6. Consumer Perception – Red Bull Stratos Example Consumer Exposure Red Bull Stratos was exposed to over 8 million people worldwide. Incorporating social media, Red Bull was able to expose themselves to their target market Consumer Attention Stimulus: The actual jump, creates something interesting and contrasting. Millions of people received the stimulus. Consumer Interpretation Red Bull stays consistent with their brand personality & slogan. From a semiotic perspective: • Object: Red Bull • Sign: Felix’s 24 mile jump from space • Interpretatation: Red Bull supports an adventurous life style 6
  7. 7. Consumer LearningClassical Conditioning• UCS vs CR• Stimulus & ResponseLive Campaign• Extreme stuntsViewers• 8 Million viewers for Red Bull StratosRisk Associated with Communication• Vertical market• Product sales 7
  8. 8. Consumer LearningClassical Vicarious Learning (Knowledge through observation• Attention• RetentionObserve Extreme Stunts and see End Results• Production• MotivationCognitive Learning (Knowledge through perception)• Observe (power)• Symbol 8
  9. 9. Consumer AttitudeGuerilla Marketing TacticsPlease create a short statement explaining relevanceGrabs the Attention of Target UsersPlease create a short statement explaining relevanceRelating brand to the customerRed Bull sends the message to consumers that we areone of you; Not just sending purchase functionmessage?Subtle BrandingEveryman theme, engagement, engagement withaudience, high production quality without overproducedlook - Please reword or explain better 9
  10. 10. Consumer AttitudeKatz’s Attitude FunctionsDidn’t really understand, will let you fill this inAltered Door-in-the-face TechniqueRed Bull shows consumers the extremes of what one cando. By doing so, they encourage target consumers tolive in their own exhilarating way 10
  11. 11. Consumer AttitudeTri-Component Attitude Model Elaboration Likelihood ModelAffective Component: Emotions that Peripheral Route: Source expertise; Quickamplify or enhance experiences persuasion without much thoughConative Component: Tendency ofconsumer to behave in a particularway. Causes the intention to purchase 11
  12. 12. Conclusion“Red Bull gives you wings” Red Bull Remains #1 because…• Extreme stunts/sports are the perfect fit Consumer Perception: Red Bull keeps for Red Bull their message consistent• By sponsoring & hosting these extreme Consumer Learning: Red Bull keeps their stunts, Red Bull backs their slogan consumers involved before, during, and after stunts occur• Red Bull innovates new ways to maintain their Brand Personality Consumer Attitude: Shows consumers that they too can be adventurous 12

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