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INTRODUCTORY OVERVIEW
PREHISTORY
INGREDIANTS
INGREDIANTS
GLOCORONOLACTON
CAFFEINE
TAURINE
BENEFIT
AIDS IN DETOXYFYING WASTE IN
YOUR BODY
IMPROVES REACTION ...
TARGET
MATKET:MILLENNIALS
URBAN
AGE:16-29
INTERESTED IN
EXTREME SPORT
 LESS INTERESTED IN MORE
POPULAR BRANDS
 EXHIBIT LESS LOYALTY
 TAKE OPINION...
WORD OF
MOUTH
SEEDING
PROGRAMME
DIGITAL AND
SOCIAL MEDIA
POINT OF
PURCHASE
ATHLETE
ENDORSEMENT
MARKETING
STRATEGY
WORD OF MOUTH
EVENT SPONSORSHIP
REDBULL FLUGTAG EVENT
CRASHED ICE
REDBULL DRIFTING
WORLD CHAMPIONSHIP
REDBULL RAMOAGDE
RAE...
EVENTS SPONSORSHIP
REFLECTIONS:
WORD OF MOUTH(CONTD..)
PROMOTES IT’S NEW
LAUNCHING PRODUCT
CREATES STRONG BRAND
VALUE AS A...
SEEDING PROGRAMME
BUILDING A BUZZ
MICRO TARGETING
TRENDY
SHOPES,CLUBS,BARS AND
STORES
ENABLES CULTURE ELITE
TO ACCESS ITS ...
REFRIGERATION TOOL UNIT
PROMINENT LOCATION IN
EVERY RETAIL STORES WITH
LOGO OF REDBULL(GYMS,RETAIL
STORE)
HIRES DELIVERY V...
SOCIAL MEDIA PRESENCE
3.4 M
users
CONTAINS
ADVENTUROUS
PICS
85.5K
TWEET
2.5m
USERS
MOSTLY
RTS
ACTION
CONTENT
PRODUCT
FEATU...
EXPERIENCE THE WORLD OF REDBULL LIKE YOU HAVE NEVER
SEEN BEFORE.WITH BEST ACTION CLIPS ON THE WEB AND
YOUTUBE EXCLUSIVE SE...
ANDORSED ATHLETES
ATHLETE ANDORSEMENT
SEBASTIAN VETTEL(F1
CHAMPION)
RICKIE FLOWER(GOLFER)
ADAM MALYSZ(SKI JUMPERS)
MIKE WH...
S.W.O.T ANALYSIS
QUE 1:STRENGHTS AND WEAKNESS OF RED BULL’S
MARKETING STRATEGY AND RISKS ASSOCIATED!!
•HEALTH
CONSCIOUS
CO...
ENTERTAINMENT VALUE
BRAND RECALL
ICONIC BRAND
DIGITAL DEVELOPMENTS
HIGH BRAND LOYALTY
REFLECTION OF POD AND
POP
CONNOTATIO...
MARKETING BUDGET
 TO ADRESS AND
COMMUNICATE LARGE
MASS COMMUNITY
 TO TARGET NICHE
MARKET
 TO COMMUNICATE
ABOUT AWARENESS OF
PRODUCT LINE...
MARKET SHARE
REDBULL
ENERGY
DRINK
RED BULL
TOTAL
ZERO
RED BULL
SUGAR
FREE
SPECIAL
EDITION
WITH
FLAVOURS
PRODUCT LINE
 RED BULL OFFERS A PROGRESSIVE MARKETING STRATEGY
TARGETING MILLENIALS AND ACTIVE YOUTH ON MORE
PERSONALISE BASIS
 ACTIV...
SAMEER MATHUR
IIM LUCKNOW
MARKETING PROFESSOR 2013
KUSHAL SHAH
PDPU
MARKETING MANAGEMENT INTERN
WINTER INTERNSHIP 2017
DIS...
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Overview of redbull marketing strategy and communication mix

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brief presentation about key communication mix tools of redbull marketing strategy

Published in: Marketing
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Overview of redbull marketing strategy and communication mix

  1. 1. INTRODUCTORY OVERVIEW
  2. 2. PREHISTORY
  3. 3. INGREDIANTS INGREDIANTS GLOCORONOLACTON CAFFEINE TAURINE BENEFIT AIDS IN DETOXYFYING WASTE IN YOUR BODY IMPROVES REACTION TIME AND ALERTNESS INCREASES ENDURANCE • CAFFINE • INGREDIANT • GLOCORONOLACTON • INGREDIANT • TAURINE • INGREDIANT
  4. 4. TARGET MATKET:MILLENNIALS
  5. 5. URBAN AGE:16-29 INTERESTED IN EXTREME SPORT  LESS INTERESTED IN MORE POPULAR BRANDS  EXHIBIT LESS LOYALTY  TAKE OPINION FROM FRIENDS AND OPINION LEADERS PYRAMID CHARACTERISTICS TARGET MARKET
  6. 6. WORD OF MOUTH SEEDING PROGRAMME DIGITAL AND SOCIAL MEDIA POINT OF PURCHASE ATHLETE ENDORSEMENT MARKETING STRATEGY
  7. 7. WORD OF MOUTH EVENT SPONSORSHIP REDBULL FLUGTAG EVENT CRASHED ICE REDBULL DRIFTING WORLD CHAMPIONSHIP REDBULL RAMOAGDE RAED BULL CAPE FEAR REDBULL SOAPBOX RACE
  8. 8. EVENTS SPONSORSHIP REFLECTIONS: WORD OF MOUTH(CONTD..) PROMOTES IT’S NEW LAUNCHING PRODUCT CREATES STRONG BRAND VALUE AS AN INDEPENDENT ENERGY DRINK POWERHOUSE ATTRACT ITS TARGET GROUP OF MILLENIALS TO ITS NEW LAUNCHES SHARING OF MARKET BRAND EQUITY WITH STRONG ENERGY DRINK POWERHOUSE GIVE WORD OF MOUTH TO HIGHLY ACTIVE AND SPORTY YOUTH
  9. 9. SEEDING PROGRAMME BUILDING A BUZZ MICRO TARGETING TRENDY SHOPES,CLUBS,BARS AND STORES ENABLES CULTURE ELITE TO ACCESS ITS NEW LAUNCH AND INFLUENCE OTHERS
  10. 10. REFRIGERATION TOOL UNIT PROMINENT LOCATION IN EVERY RETAIL STORES WITH LOGO OF REDBULL(GYMS,RETAIL STORE) HIRES DELIVERY VAN DRIVERS POINT OF PURCHASE,SAMPELING TARGET SAMPLING CAMPAIGNS AT CONCERTS,PARTIES,BEACHES, COLLEGE EVENTS SPONSORSHIP PROVIDE AWARENESS AND REACH CUSTOMERS THROUGH PERSONAL COMMUNICATION CREATES POINTS OF DIIFERENCE AND POINTS OF PARITY
  11. 11. SOCIAL MEDIA PRESENCE 3.4 M users CONTAINS ADVENTUROUS PICS 85.5K TWEET 2.5m USERS MOSTLY RTS ACTION CONTENT PRODUCT FEATURE 42.7 M LIKES AVG 2 POST/DAY
  12. 12. EXPERIENCE THE WORLD OF REDBULL LIKE YOU HAVE NEVER SEEN BEFORE.WITH BEST ACTION CLIPS ON THE WEB AND YOUTUBE EXCLUSIVE SERIES.PREPARE YOUR STOCK FACROT TO BE AT ALL TIME HIGH SOCIAL MEDIA(CONTD.) 5.7M SUBSCRIBERS 470K AVG VIEWS 4 SISTER CHANNELS
  13. 13. ANDORSED ATHLETES ATHLETE ANDORSEMENT SEBASTIAN VETTEL(F1 CHAMPION) RICKIE FLOWER(GOLFER) ADAM MALYSZ(SKI JUMPERS) MIKE WHIDDET(DRIFT RACING DRIVER) LINDSEY VONN(SKIJUMPER) JOHN REYNOLDS
  14. 14. S.W.O.T ANALYSIS QUE 1:STRENGHTS AND WEAKNESS OF RED BULL’S MARKETING STRATEGY AND RISKS ASSOCIATED!! •HEALTH CONSCIOUS CONSUMER •FDA REGULATION •CHEAPER LEMATIVES • MALE SKEW • NICHE MARKET • NOT RECENTL • PRODUCT LINE EXPANSION • UNIQUE PACKAGING • ICONIC BRAND • BRAND LEAD • LOYAL FAN BASE • DIGITAL DEVELOPEME NTS STRENGHTS OPPORTUNI TIES THREATSWEAKNESS
  15. 15. ENTERTAINMENT VALUE BRAND RECALL ICONIC BRAND DIGITAL DEVELOPMENTS HIGH BRAND LOYALTY REFLECTION OF POD AND POP CONNOTATION OF DANGER LESS COMMUNITY TO ADRESS MALE SKEWNESS LESS NICHE MARKET SHARE PROS CONS QUE:WHAT ARE THE PROS AND CONS AND SHOULD RED BULL DO TRADITIONAL ADVERTISING??
  16. 16. MARKETING BUDGET
  17. 17.  TO ADRESS AND COMMUNICATE LARGE MASS COMMUNITY  TO TARGET NICHE MARKET  TO COMMUNICATE ABOUT AWARENESS OF PRODUCT LINE TO MAINTAIN LOYAL BFAN BASE TO MAINTAIN OR EVEN EXTEND ITS BRAND VALUE TO COMMUNICATE WITH TARGET COMMUNITY ON MORE PERSONALISED BASE WHY WHY MOT TRADITIONAL MARKETING:WHY AND WHY NOT??
  18. 18. MARKET SHARE
  19. 19. REDBULL ENERGY DRINK RED BULL TOTAL ZERO RED BULL SUGAR FREE SPECIAL EDITION WITH FLAVOURS PRODUCT LINE
  20. 20.  RED BULL OFFERS A PROGRESSIVE MARKETING STRATEGY TARGETING MILLENIALS AND ACTIVE YOUTH ON MORE PERSONALISE BASIS  ACTIVE AND ANTI MARKETING TREND OF REDBULL GIVES YOU TO ATTEMPT HIGH BRAND EQUITY AND HIGH MARKET SHARE  LACKING OF TRADITIONALITY IN MARKETING COMMUNICATION MIX HAS LED TO OVERLEAVE IN COMMUNICATION WITH LEFT DENSE MASS COMMUNITY CONCLUSION
  21. 21. SAMEER MATHUR IIM LUCKNOW MARKETING PROFESSOR 2013 KUSHAL SHAH PDPU MARKETING MANAGEMENT INTERN WINTER INTERNSHIP 2017 DISCLAIMER

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